Retailers understand that knowing your targeted shopper is the first step toward effective retail and successful marketing. In a recently released survey, How America Shops MegaTrends Study, The Odyssey Begins to the New Retail World, WSL identifies five shopper personalities:
1. Shop-A-Lot Sue. (a household income of $60,000) - she loves to shop, and although she has limited means this is “not a deal breaker,” for her. “sue knows she doesn’t have alot of money to spend, so she shops smart, which allows her to buy more.” she often choses online options or discount stores such as wal-Mart or even dollar stores. “she’s given up her desires for designer
brands and is ok with less.” She knows and understands the value of a dollar!
financial situation that she finds no pleasure in shopping. Making ends meet is a constant struggle for her.”
Although she, too, shops at discount or dollar stores, she doesn’t shop online.
She is a bargain hunter and will return again and again to the places that reward her hunt.”
3. I’ll pass patty, ( above-average household income of $90,000) - she is apathetic about shopping and views it as a necessity. And although she has money to spend she lives within her means. she often chooses online shopping to avoid having to go into stores. “she feels that smart shopping is no shopping,”. She is price conscious but not if it means having to shop around.”
Barbie is the best reason for stores to keep doing attractive displays of new products that stop her in the aisle and add more to her basket,”. “sales and discounts are good, but are not necessary for her to buy.”
5. Chic Chic Charlotte, (has a high household income, around $101,000) - She loves to shop.
But even she was impacted by the recession and will buy less than she has in the past. Due to hard economic times she has devoloped a case of retail guilt. she is not as thrifty as she was in the nineties but is looking to be assured that she is being offered value for her money.
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