Jan 15, 2021
4 different consumer types that keep your business running — and how to appeal to them
Julissa Merius

Have you ever wondered 💭

What do customers want? What do they crave? Is it a massive store sale? Or is it in-store shopping? But I heard online shopping is all the rage

A Side Note:
While it’s easy to be blinded by the glitz and glamour of online shopping, factor in 2 things: 1, there are still a handful of consumers who like to see what they buy before buying it, and 2. There are still a group of consumers wary of food delivery service. My own family comprises some of the last of consumers who don’t trust third parties handling their food. So don’t lose hope!

What Matters Is:

a vast number of people in this world are waiting for you to market to them.

Here are the four different consumer types that keep your business running — and how to appeal to them

The “I Order Everything On Amazon” Type

This type is, unfortunately, everyone. This person is the consumer type who knows exactly what they want and where to find it. This is the online shopping junkie. How to appeal to them? With technology that sets you apart. Follow the lead of national brands like Wendy’s and McDonald’s, adding self-service check-out kiosks. Adding physical technology to your store engages consumers who want to order what they wish with little face to face interaction. This consumer is especially CO-VID conscience. And remember, this consumer type is mainly everyone. So implementing technology in your workflow is an absolute must in 2021.

The “Affluent Consumer"

These are high profile customers who can afford to try new things and usually like to. The affluent consumer wants to shop online, and the few stores they visit in person have to appeal to this customer physically. Your store and business should focus on high brand visibility to appeal to this type. A strong Instagram following is essential. Meaning, to appeal to this consumer type, physical appearance, well, is everything. Still, while a decorative storefront might draw this consumer in, the quality of your product is what ultimately decides if they’ll stay. Lastly, good customer service is on the must-haves list if you’re looking to market to this consumer. While In-store, they’ll be wearing a mask, and they are expecting your business to do its part as well. They are expecting six-foot distancing measures and, more importantly, reassurances that your store is clean.

Consider displaying COVID Dashboards from Delightree at your place of business, so this consumer is a part of the process.

The “Great Service” Junkies

You guessed it. These are the yelpers. “a vast majority of Yelp users are over 35 years old!” An older crowd, the “great service” junkies, tend to be in-store shoppers vs. online. This consumer type is leaning in-store. These consumers enjoy excellent customer service over ANYTHING else, so a reliable staff is exactly what you need to attract this consumer in

The Great Service Junkies enjoy shopping at locations where the employees are attentive, kind, and helpful. These are also consumers who want the little things. If you are trying to appeal to this consumer type post-covid, then free masks are a must.

The “Loyalist”

Online, In-store, Pick-up, Delivery, Pay-Online, whatever method you are comfortable selling your products in, this loyalist will buy it. These consumers are genuine fans of your business and will never leave your side. These are the consumers that you don’t have to “sell” to anymore. They always arrive on time to re-up on whatever you’re offering. To be honest,

for this consumer, you should go all out. Do anything you can to make them more comfortable. Loyalists are your bread and butter. Your goal is to turn any consumer type that walks into your business into something like them.

One of a few new exciting trends that have recently cropped up: subscription services. Spearheading the movement are businesses like Pret a Manager; YourPret Barista Program. MyPanera + Coffee subscription rewards loyal customers by offering deals and rewards. What takes this reward program a step forward is the subscription-like service offered through their app. YourPret gives consumers a certain amount of coffees a day free, in exchange for a monthly fee. This sort of deal allows loyal consumers to stay attached to whatever is your business.

Figure out which type your business appeals to the most and then market your behind off to that customer! Thanks for reading! Happy weekend!


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