There have been numerous terms coined over the years to describe different consumer segments: Brand Aspirationals, Power Shoppers, Savvy Spenders -- the list goes on. Today, we’d like to introduce you to the latest consumer segment: XTreme Shoppers, as coined by GfK Custom Research.
Who Are These XTreme Shoppers?
To start, XTreme Shoppers are motivated, aggressive and passionate. They can be found across all U.S. geographic regions and income levels. They use multiple resources and go to almost any length to seek out the best possible value. They value such factors as enjoyment, usefulness, simplicity and assurance.
What we found most interesting is that GfK’s research shows that XTreme Shoppers derive more emotional satisfaction from shopping online than in-store, indicating that your B2C e-commerce experience should be a priority if these are the consumers you're looking to attract. When comparing the two channels, more respondents considered online to be inviting (81% vs. 71% for in-store), uplifting (84% vs. 71%), customized (73% vs. 51%), energizing (74% vs. 48%) and calming (80% vs. 53%).
These shoppers consider themselves "in control" of retailers. They want you to be as passionate about them as they are about your brand. Or they will shop elsewhere.
Catering to XTreme Shoppers
Some retailers are excelling at addressing the needs of these multichannel, highly motivated consumers. Williams-Sonoma, for example, maintains consistency across all channels and experiences. Whether attending an in-store cooking demonstration or browsing the retailer's online library of recipes, shoppers feel like they are being treated to something special when they interact with the brand. The same could be said for Apple, which offers consistent and enjoyable experiences both in-store and digitally.
The takeaway: Gone are the days when price, quality and quantity are the only true purchase drivers. Is your retail brand meeting the XTreme Shopper's needs, or are you struggling with e-commerce barriers that prevent this cross-channel synchronization? We’d love to hear from you about what you are doing to attract and please these passionate shoppers.
Copyright 2010, Official Blog of Blueport Commerce
Who Are These XTreme Shoppers?
To start, XTreme Shoppers are motivated, aggressive and passionate. They can be found across all U.S. geographic regions and income levels. They use multiple resources and go to almost any length to seek out the best possible value. They value such factors as enjoyment, usefulness, simplicity and assurance.
What we found most interesting is that GfK’s research shows that XTreme Shoppers derive more emotional satisfaction from shopping online than in-store, indicating that your B2C e-commerce experience should be a priority if these are the consumers you're looking to attract. When comparing the two channels, more respondents considered online to be inviting (81% vs. 71% for in-store), uplifting (84% vs. 71%), customized (73% vs. 51%), energizing (74% vs. 48%) and calming (80% vs. 53%).
These shoppers consider themselves "in control" of retailers. They want you to be as passionate about them as they are about your brand. Or they will shop elsewhere.
Catering to XTreme Shoppers
Some retailers are excelling at addressing the needs of these multichannel, highly motivated consumers. Williams-Sonoma, for example, maintains consistency across all channels and experiences. Whether attending an in-store cooking demonstration or browsing the retailer's online library of recipes, shoppers feel like they are being treated to something special when they interact with the brand. The same could be said for Apple, which offers consistent and enjoyable experiences both in-store and digitally.
The takeaway: Gone are the days when price, quality and quantity are the only true purchase drivers. Is your retail brand meeting the XTreme Shopper's needs, or are you struggling with e-commerce barriers that prevent this cross-channel synchronization? We’d love to hear from you about what you are doing to attract and please these passionate shoppers.
Copyright 2010, Official Blog of Blueport Commerce
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