HomeOPINIONWhy is tailoring your customer service to each type of shopper so important?

Why is tailoring your customer service to each type of shopper so important?

By Gordana Redzovski, Vice President APAC at Vend

Creating memorable experiences for every customer that visits your store has always been a top priority as a retailer. However, knowing how to execute that when each customer is unique can be tricky. Understanding the various types of shoppers and what they want while shopping can be one of the most effective things you can do as a retailer.

Retailers across New Zealand interact with thousands of customers every day, so being able to pin-point each segment can make it easier to make each person’s shopping experience a positive one. Here are some of the most common shoppers and how you can tailor your service to delight them:

The well-informed customer

With 52% of Kiwis searching for products online first, it’s safe to say that most shoppers in New Zealand will fall into the ‘well-informed’ category. This shopper visits your store armed with knowledge having already spent time researching, reading reviews, and comparing your products with a competitor.

To win over the well-informed shopper, you need to make yourself known during their initial ‘research phase’.  Effortlessly blending your online and offline channels to create a successful omnichannel strategy is key. One in three (29%) of Kiwis admitted they won’t try to load a page again when searching online, so ensure your online channels do your business justice. You run the risk of losing the well-informed shopper to your bricks-and-mortar location when you don’t have an online channel that is easy to navigate with up-to-date information.

The on-a-mission shopper

Those who know exactly what they need from your store and intend to buy it without stopping to browse is the ‘on-a-mission’ shopper. They don’t plan to spend a lot of time shopping because they usually have a tight schedule – for example, shopping on a lunch break or on their way to another event – so make their visit as straightforward as possible. The on-a-mission shopper is often also a well-informed customer, and generally has a ‘no fuss’ attitude.

Assisting them is relatively simple; give them space to get in and out, get straight to the point when answering a question, and most importantly, offer a swift check out experience. Ensuring that the shopping experience is fast and stress-free is key. If you can provide that experience, you increase the likelihood that they remember it fondly and return the next time they’re on a mission.  

The regular customer

Creating loyal customers starts from the first time they shop with you. First impressions are essential, so treat every new customer as a potential regular.  The customer service, products, and price points you offer resonate with your regular customers and they have grown to trust you. When you are successful at retaining customers, you may be able to increase your profits by 25% to 95% which is great for your business, and your community reputation.

You have the chance to build trust with your regular customers every time they shop with you. Over half of Kiwis have stopped buying a brand altogether over an incident that reduced trust, so don’t take your shoppers for granted, no matter how regular they are. So maintain trust with regular shoppers by making them feel appreciated when they choose to shop at your. Loyalty schemes are a great way to incentivise loyalty amongst your regulars. 

The wandering shopper

On the contrary to the on-a-mission customer, the wandering shopper typically heads into a store without any real intention. This type of customer is often found in shopping centres or on busy high streets and may be killing time or enjoying more of a social shopping excursion.

For the best results, feel free to introduce yourself, ask if there’s anything they need and offer your assistance. You can also point out any sales you’re running, or if you have new items in stock. While they may only be interested in browsing, make sure you’ve acknowledged their presence and seem approachable if they end up requiring assistance. After your brief introduction, those wanting to wander should be left to their heart’s content, leaving you to assist other customers.

Every shopper is different, so don’t approach customer experience with a one-size-fits all approach. Understanding the shoppers that visit your store and tailoring your tactics to suit their needs provides a unique opportunity to build long standing relationships and a customer base that will happily recommend you to their family and friends.

Gordana Redzovski

Gordana Redzovski is Vice President for APAC at Vend, the industry-leading point of sale and retail management platform that lets retailers run their business in-store, online and on-the-go. For more information visit https://www.vendhq.com/

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