Not every customer is the same. They each buy through different channels, respond to your marketing in differing ways, shop at different frequencies, and have varying levels of loyalty. It's this diversity which makes retail marketing so fascinating! So think carefully about your buyers' personas, and use the strategies below to help develop tactics for effective communication.

How do these personas compare with your customers?

Impatient Ian

Easily frustrated and not afraid to speak their mind

Shops mostly via digital channels, occasionally in-store

Key Strategy

• Multi-Channel – provide consistently excellent service across every channel
• Speed – these customers move fast! You must keep up to speed
• Innovation – keep up-to-date; be at the forefront of digital channels

10% of shoppers have the potential to be high value BUT are more likely to switch to the best service provider

Discount Daisy

It's all about the thrill of bagging a bargain

Shops regularly online and in-store

• Rarely makes purchases at full price
• Responds best to messages regarding offers, deals and discounts
• These shoppers have little or no brand loyalty and often search the internet for the best price

Key Strategy

• Spot them – use your customer data to tailor your products, services and communications to their needs
• Use them tactically – provide offerings that the buyer wants, but use these to your advantage e.g. to sell unwanted stock
• Develop them – source ranges within this customer's budget, and inform them of the value in purchasing pricier products

Typically 20% of shoppers are always on the lookout for a bargain

Bain and Company and Kantar UK shopper survey estimates that 50% of brand loyal customers will move to a competitor within a year

Researcher Richard

Thoroughly researches every aspect of a product via the web and speaking to sales staff, reacting slowly to new products

Shops both on and offline for the best price after thorough research is conducted

• Cautious – will not make a purchase until they fully understand the product
• Often seeks advice from family, friends and online review sites
• Frequently researches features and service offerings in store and online, as well as comparing prices

Key Strategy

• Spot them – use your customer data to tailor your products, services and communications to their needs
• Use them tactically – use marketing communications to encourage buyers to leave reviews

Customers who have read a positive review show a 133% higher conversion rate compared with those who see no reviews

71% of consumers change their perception after seeing retailers/ brands respond to customer reviews

The number of online reviews in the cosmetics industry has increased from 1 to 15. This has seen a 56% growth in orders!

Returning Rita

Picky shopper with high volume of purchases AND high volume of returns

Both online and direct purchases

• Returns items at a much higher level than other customers
• These customers are insidiously not valuable; high returns damage profit margins

Key Strategy

• Measure – use analysis measures to keep track of this group’s profitability
• Understand the cause – is the high volume of returns a sign of quality issues? Or is it tough for customers to get the version of a product they need e.g. the right size?
• Offer assistance – improve staff education and training to offer support with purchases

These serial returners can cost the retailer up to £3.50 per transaction

Lost Diamond Lucy

High value lapsed purchaser

Will use any channel

• High value customers who’ve not purchased in a while
• Stopped buying your products as they are no longer relevant or they prefer another brand

Key Strategy

• Invest – spend the time and effort to win them back – it's worth it!
• Focus – these shoppers are more valuable than all other lapsers

High value lapsers may only make up 10% of your database but could well account for 30% of your previous sales

Showrooming Steve

King of window shopping

Looks in-store but buys online

• Enjoys browsing in store for the right product, and buying online for the right price
• Shoppers may purchase when they leave, others will be on their mobile devices in-store

Key Strategy

• Connect by mobile –encourage these shoppers to download your app or ‘check in’ when they visit your store
• Make in store offers – trigger real-time promotions
• Encourage dual habits – e.g. click and collect

20% of shoppers could be showrooming, potentially even more for higher-priced items

Single Suzy

Could use any channel

Shopped from you before and won’t be coming back

• These customers make a purchase, but then never purchase again
• They may have had a negative experience buying from you/ no requirement to buy the product again/ found another retailer to buy from

Key Strategy

• Invest customer view – data capture and analysis is essential to recognise problems
• Look at buying patterns – when is the golden window for communicating with your customers? Manage your reaction in order to get a second purchase
• Make it relevant – engage in two-way communication with new customers, use insight to suggest relevant products to encourage a second purchase

71% of customers that retailers engage with are single purchasers

It's often a golden window when a customer repurchases, it differs by product type but can be as short as 30-60 days

Suggestible Sally

Your dream customer! Usually existing

Doesn't have a preference for a specific channel

• Responds positively to marketing
• They take time to open up your emails, click through to your website and are interested in the products you suggest
• Keen to engage with staff and hear sales advice in-store

Key Strategy

• Frequency – responds well to offers, so you should frequently provide suggestions
• Information – don't just focus on selling to this buyer; add value through providing industry knowledge
• Relevance – use data to identify products relevant to this customer, and include in your communications

These shoppers are 200% more likely to open your emails than other shoppers

These engaged customers typically represent 15-20% of your database

To find out more

Talk to GBGroup about better understanding the personas in your customer base. We will be more than happy to help you develop and execute the right contact strategies for each group.