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Value, trust and choice paramount for buyers, but different shopper tribes require a nuanced approach
G
ood value for money is a top priority for shoppers this year,
with two thirds (67 per cent) suggesting it has become more important since the start of the pandemic. That’s according to new research by Klarna, which surveyed over 4,000 consumers across Europe, the UK, the USA and Australia to understand how shopping behaviour has changed over the past twelve months.
It’s followed by promotions and deals (60 per cent), a good reputation and trustworthiness (60 per cent) and having a wide range of products available (58 per cent) — perhaps fuelled, in part, by shortages on the shelves earlier in the year.
But, while these ‘non- negotiables’ are consistent across the board, Klarna’s research reveals subtle differences in the priorities and preferences of five modern shopper tribes that alter the way brands and retailers should engage with them. These suggest retailers should shift away from the popular demographic-based approach to marketing and consider passions and personality types instead.
Outlined in ‘Clicks and cliques: understanding modern shoppers’ these include:
Family Firsts: A family-focused tribe with a busy life that makes online shopping invaluable and interruptions unavoidable.
This tribe is most likely to be indifferent to who they buy from (30 per cent), suggesting brands and retailers must work harder to keep them coming back
Over half (55 per cent) say they are more open to trying new brands now than they have been previously — more than any other tribe
Family Firsts.
Prioritise their family and home life over themselves.
Family Firsts are looking for payment options at the checkout that help them spread bigger (sometimes unexpected) expenses over time.
62% of Family Firsts said good
value for money is important
33% are loyal to a couple of
brands and retailers they love
Aspirational Achievers: A financially comfortable tribe that tend to shop around and will invest in premium products.
This tribe is most likely to say they are loyal to a couple of brands and retailers that they love within each category that they shop, with 45 per cent making this claim
High quality products are a must, with over half (57 per cent) saying these must be offered by brands or retailers — more than any other tribe
Aspirational Achievers.
Are financially comfortable and enjoy a good quality life.
They are a smart consumer who like to be well informed before making a purchase. When shopping, they want flexibility and freedom. Power can control over payments in their life are important.
38% of Aspirational Achievers
would shop for something via a brands website
homeofdirectcommerce.com | Direct Commerce
67% feel a good reputation
and trustworthiness are important
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