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Clicks and Cliques: Understanding shopper tribes now. Family Firsts.


5 Shopper tribes you will want to pay attention to in 2021.


Aspirational Achievers.


Here and Nows.


Savvy Fashionistas.


Conscious Consumers.


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.


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.


The Here and Nows enjoy freedom and independence. Not ready to settle down, they spend what they earn on the things they love.


Living a digital shopping life, they tend to shop through mobile apps, especially social media.


When it comes to spending, they opt for payments that empower them to get what they love with no compromise.


They’re employed but don’t earn as much as they would like.


Fashion inspiration is influenced through online and social media.


Whilst its important to stay on trend, when it comes to spending money, they will ensure their budget goes as far as possible. Seeking the best deals, Savvy Fashionistas shop smarter.


Enjoy a steady career progression. With an activist streak that keeps them curious they are likely to work with a company that aligns with their morals.


Prioritising investment purchases over fashion, they take more consideration than spontaneity.


Payment empowerment means being able to invest more wisely and experience new things.


of Family Firsts said good value for money 62% is important


33%


are loyal to a couple of brands and retailers they love


38%


of Aspirational Achievers would shop for something via a brands website


67%


feel a good reputation and trustworthiness are important


22%


of Here and Nows would most likely shop for something via social media platforms


65%


find the ability to shop online or in-store important


75%


of Savvy Fashionistas agree good value for money is important


31%


are not loyal because they like to discover new ones


of Conscious 40%


Consumers are loyal to brands and retailers they love


58%


say a wide range of products available is important to them


Commenting on the research, Luke Griffiths, CCO at Klarna, said: “This year’s events have transformed the way we browse and buy, reinventing our relationships with brands and retailers and accelerating change at an unprecedented rate. Merchants must keep a finger on the pulse of their customers wants and needs and adapt their products and service offers accordingly to build a connection with shoppers to drive loyalty and, ultimately, sales.”


Over half of respondents said that an easy returns process (55 per cent) and next or


same day delivery options (51 per cent) have become more important over the past year — naturally coinciding with 49 per cent doing more of their shopping online and 44 per cent doing most or all their shopping online now.


The ability to pay flexibly has also grown in importance, according to 45 per cent of respondents — and this can be a real dealbreaker. Four in ten (42 per cent) prefer to shop from brands or retailers that offer flexible payment options, while three in ten (32 per cent) won’t shop from those that don’t.


...


“Merchants must keep a finger on the pulse of their customers wants and needs and adapt their products and service offers accordingly...”


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