4 Different Consumer Types That Keep Your Business Running and How to Appeal to Them

What do your customers want? A big in-store sale, a fast online checkout, or attentive service at the counter? The honest answer is that different shoppers want different things, and a large number of people are waiting for the right brand to market to them.

Here are the four consumer types that keep your business running, and how to appeal to each one.

The “I Order Everything Online” Type

This type is, increasingly, everyone. This is the shopper who knows exactly what they want and where to find it, and prefers to buy it online. To appeal to them, use technology that sets you apart. National brands like Wendy’s and McDonald’s added self-service checkout kiosks for a reason. Physical technology in your locations engages customers who want to order what they wish with little face-to-face interaction. Because this consumer is now close to everyone, building technology into your daily workflow is no longer optional.

The “Affluent Consumer”

These are high-profile customers who can afford to try new things and usually like to. The affluent consumer shops online, and the few stores they visit in person have to appeal to them physically. Focus on strong brand visibility, including a polished social presence on platforms like Instagram. A striking storefront draws this customer in, but the quality of your product decides whether they stay. Service matters too. This customer expects a clean, well-run location and notices when staff fall short.

Make in-location standards visible to this customer. When daily cleaning and operations tasks are tracked and on display, the affluent shopper sees that your store runs to a standard, and that becomes part of the experience.

The “Great Service” Junkies

You guessed it: these are the reviewers. They skew toward an older crowd and tend to shop in person rather than online. This consumer values excellent customer service above almost everything else, so a reliable, well-trained staff is exactly what you need to attract them.

The great-service junkies enjoy shopping where employees are attentive and helpful. They also appreciate the little things. Small, consistent touches at the counter are what keep this customer coming back.

The “Loyalist”

Online, in-store, pickup, delivery, pay-online: whatever method you sell through, the loyalist will buy it. These customers are genuine fans of your business and rarely leave your side. They are the ones you no longer have to sell to. They show up on time to re-up on whatever you are offering.

For this customer, go all out. Loyalists are your bread and butter, and your goal is to turn every other consumer type who walks in into one of them.

One trend worth watching here is subscription services. Pret a Manger’s YourPret Barista program and Panera’s MyPanera + Coffee subscription both reward loyal customers with ongoing perks through their apps. A coffee subscription, for example, gives loyal customers a set number of drinks per day for a monthly fee. That kind of recurring deal keeps loyal customers attached to your brand.

Figure out which type your business appeals to most, then market hard to that customer. Thanks for reading.