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March 18, 2022
No company can survive without customers—they’re the pillar of any business. You have to understand and satisfy their needs in order to retain them.
But if you want your business to grow, what you need is new customers. For this, you must have an understanding of which types of experiential marketing attract which type of consumer.
Let’s begin.
Yes, consumers have “types.” And they are based on their behaviour when buying products and services.
Impulse shoppers don’t buy goods and services according to their needs. They’re buying behaviour is mostly driven by their current mood.
If they find a product useful while shopping, they’ll buy it even if they didn’t plan on purchasing it in the first place. Purchases from impulse shoppers happen in the heat of the moment, inspired mainly by items that are too tempting to pass up.
They are usually receptive to upselling and recommendations. If the product meets (or exceeds) their expectations, impulse shoppers have the potential to become loyal customers.
Any kind of marketing would work for impulse shoppers: pop-up shops, kiosks, brand activation, trade shows, product showcases, events marketing, etc. that uses various tactics such as discounts and free products.
However, keep in mind what will ultimately drive them to buy is convenience (quick and brief help), the product's price, the attractiveness of the design, and the overall buying experience.
Wandering consumers don’t have specific needs and they’re not sure what to buy, but they’re not impulse shoppers either. They occasionally stumble into online stores, but they are more often seen in physical stores because they’re really there for the ambiance and social interaction.
Companies get the least business from wandering consumers because they’re less likely to make a purchase. However, they are the largest segment in terms of foot traffic.
They may be hard to target, but it doesn’t mean they definitely won’t make a purchase. If you stimulate their interest enough, they will.
An in-house retail experience, event, trade show, brand activation, and exhibit would provide the perfect experience for wandering shoppers.
In the beginning, they will be attracted to the crowd and how the event has been set up. But once they find something interesting, make sure they get immediate help from friendly support agents.
Give them a highly-personalized experience. Even if they don’t end up buying, wandering shoppers are likely to tell others about the experience they had and would serve as your voice in the community. Providing them with insightful information can also turn them into actual customers later on.
As the name suggests, needs-based customers buy products when they need them. They often know what they want and are quick to decide.
Once they enter a store, they will look around to see if their need can be quickly fulfilled. Otherwise, they can easily be lost to competing businesses.
If they are well-taken care of, needs-based buyers can become loyal customers.
Needs-based buyers buy things they think will be a good investment on top of them being a need. They take time to think if what they’re buying is worth the indicated price.
When planning a marketing strategy that targets needs-based buyers, make sure to include deals that would fulfill their needs, encourage them to buy without fear, and appeal to their practical sense (e.g. free shipping, money-back guarantee, warranty, etc.).
Your marketing approach should also be a balance between quantitative analytics and appeal to emotions.
Also called discount customers, bargain hunters are out to look for the best deals. They rarely buy anything at full price. Of all the customer types, they are the least loyal because their buying behaviour is driven only by one thing: the lowest possible price.
The best way to appeal to this customer type is through sales promotions to make it visible: in-store signage, social media, website, events, and email marketing campaigns.
Bargain-hunters are typically interested in extra information (when the next sale is happening, how much is the discount, other offers, etc.) so when dealing with this customer type, make sure to give them value-added services.
Loyal customers are the bedrock of any business. They comprise only 20% of a business's total number of customers, but they generate a big part of a company’s total revenue.
These are the customers who have made a commitment to your brand. But they wouldn’t just stay loyal, they will also recommend you to their family and friends—that’s advertising for you, without the cost.
Some companies make the mistake of ignoring loyal customers thinking they wouldn’t go anywhere else. But if you’re not meeting their needs, they’re as likely to move to your competitor as anyone else.
Keep loyal customers engaged and make them feel valued through loyalty rewards, exclusive deals, and discounts. It’s also important to take their opinion into account and keep them in mind when making important business decisions.
Every single customer is worthwhile for a business. And whatever type of customer it is, they’re all looking for one basic thing: a great customer experience.
That’s what we do at The Concierge Club. We take the time to understand your brand and use our skills to determine the types of experiential marketing that would be most effective.
If you want to create unique experiences that can speak to your consumers and turn them into loyal customers, get in touch with us today.
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