Have you ever noticed that when you order food with your friends or family, they usually each order something different? Just like that, no two customers will purchase the same product for the same reason. Understanding different shoppers’ habits help businesses make decisions that support each customer’s needs. 

Want to be prepared for the diversity of shoppers this Black Friday? Keep reading to learn how to sell to each shopper! 

5 Different Types of Shoppers 

1. The Bargain Hunter

Keeping an eye on sales, using discount codes, promo codes, and coupons are all things these customers love to do. I mean, who doesn’t love a good deal? The main characteristics of bargain hunters are:

• Focusing on value
• Comparing prices
• Browsing numerous sites

Simply put, bargain hunters are on the search for the best deal possible. In fact, a Google study found that eCommerce customers tend to be more bargain savvy. The price point is their primary purchasing consideration, followed by free shipping and discounts. 

Why You’re Unable to Convert Them? 

Many competitors offer the same deal as you, or even better ones – and bargain hunters are keen on prices. Once they see a better deal, they’ll take off. Not only that, but bargain hunters love to download price comparison extensions to make price hunting easier for them. Because of this, customers know where the sweetest deal is at the tip of their fingers. 

What Can You Do to Convert Them? 

• Offer free shipping – 90% of online shoppers will purchase from you more often if you offer free shipping. 
• Create a virtual clearance section – Creating a separate page on the website for clearances can entice customers to purchase more. Having an end-of-Black-Friday sale is a great way to put this section into use since most companies have leftover inventory at the end of the season. Appeal to bargain shoppers by hosting an end-of-Black-Friday sale and get rid of old products, making room for new ones. 
• Use promotional pricing strategy – Provide price discounts, loyalty cards, coupons and Buy One, Get One Free offers. 

What Ad Copy Should You Use? 

Create ad copy that includes a Buy One, Get One Free Offer, a discounted add-on item, or a complimentary item with purchase! Consider using the following: 

• Make sure to check out our store this Black Friday! Buy one of our denim jeans and get another pair for FREE! 

• Need a special touch for this winter? Pair your winter outfit with this cute handbag for 60% off ONLY this Black Friday!

2. The Researcher

Research shoppers come onto your site with immense knowledge of the products they’re looking for. The main characteristics of research shoppers are:

• Conduct extensive research
• Goal-driven
• Compare products
• Make informed decisions

These shoppers don’t want to regret purchasing the wrong product and will research to deep extents. In fact, 81% of consumers research their product before purchasing and spend 79 days gathering information. 

Why You’re Unable to Convert Them? 

These shoppers are all about mass quantities of information, so their biggest distractions are comparison sites, researching this. vs. that articles, and looking for every other available option in the market. In this process, they are likely to lose interest, get burnt out, or by the time they’ve made their decision, products are sold out. 

What Can You Do to Convert Them? 

• Bring the research to them – Write tips, knowledge-based articles on your products, offer video tutorials, webinars, and provide a detailed list of your product’s features. By investing in content, customers can rely on various sources you offer before making the right decision. 
• Be trustworthy – Provide social proof, testimonials, and reviews to show credibility. Ask previous customers to leave reviews for your products, so it helps research shoppers have an easier time making purchasing decisions. 
• Make your website content understandable – Include definitions for unfamiliar terms or product features. Make sure the descriptions are all written in easy-to-understand language.  
• Provide good communication – When customers have questions in mind, you should offer clear communication tools to seek help. Use an engagement window or a live chat feature to have their questions answered in real-time. Have staff with advanced knowledge of the product speak with these customers. 

What Ad Copy Should You Use? 

Include ad copy that encourages customers to download more information on your product, or create ad copy that shows your brand credibility. Look at the following: 

• “Shop our environmentally friendly toothbrush this Black Friday and see why 3000 of our other customers trust our brand” OR “3000 of our customers love us. Find out why this Black Friday!” 
• Wanna know the top 5 unique features our product offers? Download this free whitepaper now!

3. The Browser

Have you ever explored stores and picked out items that caught your eye at that moment? That’s exactly what browser shoppers are! The main characteristics of browser shoppers include:

• Shopping to kill time
• No specific product in mind
• Curious 

Why You’re Unable to Convert Them? 

It’s simply because they don’t have a specific product in mind, and therefore need more convincing to convert. It can also be possible that browsers are on your site to pass time, and don’t intend to make a purchase. 

What Can You Do to Convert Them?

• Create a sense of urgency – If they see a product that they like and the product is offered for a limited time, they will be more likely to take immediate action.
• Low stock reminders – Amazon does a great job displaying scarcity by including the amount left in stock to urge customers to purchase quicker. 
• Provide professional images of your products – Since you’re selling online, customers aren’t given the opportunity to touch your products before purchasing them. Customers can only judge your product based on the images you provide them. Include high-quality images with a plain background, lifestyle photos for customers to see your product in use, and refrain from using stock images. 
• Provide a “You May Also Like…” section – This section can help customers find similar items to products they’ve shown interest in and gives them a reason to browse your site longer. 

What Ad Copy Should You Use? 

An ad copy that emphasizes scarcity and sets deadlines can budge browser shoppers to make immediate purchases. Try the following: 

• HURRY! Don’t miss out on our HUGE Black Friday Sale this year! Get our best-selling Jasmine flower shampoo for 60% OFF until this Friday! Get yours BEFORE IT’S GONE! 
• Quick! Get the ultimate bomber jacket before it’s sold out! ONLY 7 LEFT IN STOCK! You don’t want to miss out! 

4. The Experiential Shopper

Remember that time you went to Costco and tried the free samples? That’s exactly what experiential shopping is! Experiential shoppers don’t want to feel like any other regular customer, they want to: 

• Feel special
• Focus on the overall experience
• Engage in something that creates memories. 

Why You’re Unable to Convert Them? 

Lack of imagination and innovation are the main reason for decreased conversions in experiential shoppers. Due to the pandemic, the lack of sensory experiences in physical stores has made these shoppers unsatisfied with the experience given by eCommerce stores. In fact, three in four shoppers visited physical stores during COVID and 50% claimed they will start shopping in person once the restrictions are fully lifted.

What Can You Do to Convert Them? 

• Offer virtual augmented reality experience – In eCommerce, augmented reality (AR) is a popular aspect of experiential marketing. Many eCommerce sites have taken on this tool. For example:
  • Shopify, which allows its merchants to add 3D models to their product pages, found that conversion rates increased by 250% when consumers viewed 3D products in AR.
  • DTC furniture brand Burrow uses AR to help customers visualize how their couches would look and fit in their homes.
• Create a connection between your customers and your products – If you sell herbal tea or essences, partner up with a local yoga studio to offer yoga classes, and provide discounts or coupons to customers who attend. 
• Make customers feel special – Provide gift cards, memberships, free items or samples. If you have newsletters, offer exclusive access to events for recipients. 

What Ad Copy Should You Use? 

Use personalized ad copy that highlights special offers that can benefit customers. Here’s an example:

• LISTEN UP! We’ve got something special just for YOU! This Black Friday, for every $50 you spend, get a  $25 gift card! 

5. The Latest Shopper

Remember when fidget spinners were the latest trend and everyone had one? Our latest shoppers are obsessed with having the newest, and wouldn’t mind changing a perfectly working item for a trendier one. Latest shoppers – aka Early Adopters:

• Purchase the newest
• Upgrade often
• Have reasonable access to money

Why You’re Unable to Convert Them? 

Latest shoppers are always on the lookout for the newest item to hit the market. If you fail to provide them with that, they won’t hesitate to move on to your competitors. A slow website and checkout process can discourage these shoppers from converting. 

What Can You Do to Convert Them? 

• Run Countdown ads – A countdown ad uses a timer to indicate the beginning or end of a product offer. They’re a great way to create excitement and curiosity. Try using Facebook’s Countdown Ads to put this practice into use. 
• Send consistent emails- A good amount of consistency can help keep your brand fresh in customers’ minds. This can encourage them to purchase the latest products from you, as they will be exposed to your brand often. Send Black Friday sales teasers, a sneak peek of Black Friday products, Black Friday sales announcements, Black Friday sales reminders, and an official Black Friday email. 
• Offer early sales – Allow customers to purchase your latest products earlier than the Black Friday date to increase customer loyalty and sales. For instance, beauty brand Glossier sent subscribers an exciting email saying “there’s something waiting for you in our Snapchat story”, and provided them with a shopping code to purchase three new lip balms before the official launch. Within 1 hour, the Snapchat story got 600 screenshots and there were 1,000 sales orders. 

What Ad Copy Should You Use?

Include ad copy that creates a lot of buzz around your product. Highlight that the product you’re offering is the newest in your product line to grab the attention of latest shoppers. Try the following: 

• It’s HERE! Your exclusive first look at our NEW collection! Be the first to shop our newest winter styles THIS BLACK FRIDAY. 

Growvare’s Got You! 

Attracting various kinds of shoppers can be a hassle, but Growvare can help you reach your shoppers in a quick and easy way! Save time and money by letting Growvare’s AI-driven targeting feature find your ideal customer within minutes. Book a meeting with us to find out more!