Mobile marketing is more personal than traditional marketing because it offers an interactive connection between a brand and a consumer. However, despite mobile shopper’s devices there are different types of online, e-commerce, shoppers.
What types of online shoppers are there?*
- The simplifiers. Quick shoppers.
- Impatient shoppers spending a few hours’ per month online. Create positive emotions through your design to help with impatience.
- The surfers. Research-led shoppers.
- 32% spent online. Allow browsers to buy products quickly. Create simple steps to do so (e.g. browse, checkout and delivery).
- The connectors. Traditional shoppers.
- Prefer brick stores. Offer online exclusives but set a limit on online exclusive stock. You don’t want to damage your brand and pricing strategy.
- Bargain shoppers. Price-driven shoppers.
- Happiest once deals are found. Offer free delivery from time to time. Think about seasonal offers.
- The routine followers. Addicted shoppers.
- Frequent web users who read a range of information. Write descriptively. Think about using lists, photos and descriptions.
- The sportsters. Entertainment shoppers.
- Enjoy sport websites. Cater for everyone. Visual people like photos. Audio-based users prefer sound clips and video files, for example.
*Modified from Kau et al (2003) who also point out that age, income, importance of convenience, risk aversion, impulsiveness, variety, attitude towards direct and indirect marketing also affected the topology of web shoppers.
Shopping carts and e-commerce
Baymard Institute found that 67.45% of online shoppers abandon shopping carts. Clear and simple designs begin to overcome shopping cart abandonment because clear designs allow customer’s to avoid hidden costs, such as, postage and packaging, for example, and simple designs allow user’s to know what a click progresses to.
Online shopping, just like search itself, actually envokes several affective states. One of these affective states is motivation. Search engine encounters either achieve some goal or solve some problem so motivation to search must be present to even carry out a search. E-commerce shoppers, unlike web search engine users, may not be motivated to carry out purchases whatsoever. This partly helps to explain why browsers abandon online shopping carts.
E-commerce: gender and age
An older 2008 study found that women get more frustrated at shipping costs compared to men, as well as, suggesting men identify themselves as “bargain hunters” whereas women are more identifiable as last minute web shoppers. Knowing your audience helps you to create the most positive experience for your e-commerce website.
Online shopping is similar to information retrieval because there are different types of searchers, or information seeking behaviours, just as there are different types of shoppers. Combining these two characteristics allows your e-commerce website to be more successful, for example, using social media sharing icons and helping visual shoppers with photos and videos alongside product reviews and informative descriptions of products.
What type of online shopper are you? Tweet Gerald.
Posted by Gerald Murphy
- Fareena, S. and Robin, A.J. (2005) The coming era of ‘brand in the hand’ marketing. Sloan Management Review. 47(1) pp. 83–90
- James, A. and Eaton, N. (2008) Amazon & the online retail blog.
- Kau, A.K. Tang, Y.E. and Ghose, S. (2003) Typology of online shoppers. Journal of consumer marketing. 20(2) pp. 139–156