After discussing the importance of knowing your customer’s profile and managing the Customer Journey through which they interact with the brand in other blog posts, this article takes a closer look at digital consumers.
Here we highlight some key points from the research by Netcomm and MagNews: “The digital consumer in the mirror – The impact of digital on new consumption behaviors”.
The research is interesting because it identifies 8 different categories of consumers, each characterized by a specific path to purchase, with its own preferred channels and triggers (stimuli that spark action). Focusing on the categories within our target audience allows us to plan truly effective digital strategies.
Digital Consumer Touchpoints
The touchpoints (points of contact between potential customers and the company) used in the purchasing process can occur both online and offline. According to the research, the top 5 activated during the orientation phase (regardless of the final purchase channel) are:
- search engines (Google is the most used)
- comparison sites
- reviews on forums and social channels
- the opinion of friends and acquaintances
- shop windows
Ranking of online consumer touchpoints
Question: “Which of these services have you used to guide your purchase choice? Which are the three information sources you would not give up to guide your choice for a new purchase?”
The e-Informed Traditionalist
“Online is essential: I use it for my purchases, which are mostly traditional”
- Description: over 65, living in large cities; approaches the digital and mobile world with some difficulty.
- Where they buy: offline
- Purchasing behavior: intrigued by advanced payment technologies; has a few shopping apps and loyalty cards.
- What they buy: preferably indoor and outdoor furniture, home accessories, and gardening tools. Often buys products similar to those already tried.
- Spending volume: the digital consumer category with the highest average spend (+130% compared to the average)
When making a purchase, the e-Informed Traditionalist sees online use as a tool solely for gathering information to be used for their offline shopping in-store. On average, 2 different touchpoints are activated during the orientation path, predominantly digital: comparison websites, e-commerce, forums/blogs, or the brand’s website and page. When they make their purchase in-store, the sales assistant’s opinion also becomes important.
Regarding purchase triggers, the e-Informed Traditionalist is open to communications, especially direct ones—36% state they were convinced to make a purchase by a notification, an email, an SMS, etc.
Characteristics and strategy in brief: high spender, very digital, highly attractive for businesses. Needs support to also buy online.
The Unwavering Conservative
“When I need something, I go to the shop and buy it”
- Description: predominantly female, “over 55”, living in small urban centers; the cluster with the least confidence in digital, social, and mobile.
- Where they buy: offline
- Purchasing behavior: limited range of payment tools, as well as shopping apps and loyalty cards
- What they buy: mainly a loyal customer who repurchases products they already know; favorite categories are Beauty and cosmetics, as well as Health and wellness
- Spending volume: the online consumer category with the lowest average spend (-72% compared to the average)
As expected, this cluster has no inclination toward web-based purchasing, nor toward its general use, which they find quite distant from their world. The touchpoints identified average 0.3, and the only one they consider relevant is the opinion of in-store sales staff.
Not activated by specific triggers, to which they are generally unresponsive (for example, only 4% of the cluster was influenced by direct communications).
Characteristics and strategy in brief: low spender, low digital = low attractiveness
The Impressionable
“I don’t trust online too much, I prefer old-fashioned shopping”
- Description: varied category, predominantly women, under 25 or over 65, living in very small or very large towns; has little confidence with digital but great familiarity with mobile
- Where they buy: offline
- Purchasing behavior: limited range of payment tools, as well as shopping apps and loyalty cards
- What they buy: among those who buy mainly offline, they are the least loyal to brand or product; they prefer to change while staying within the same “basket” of choice; favorite categories are Clothing, shoes and accessories, Beauty and cosmetics, Furniture & Home Living
- Spending volume: low average spend (-47% compared to the average)
The touchpoints used by the impressionable average 1.6 and are mainly offline (catalogs, magazines, and shops). They are receptive to influencer pages on social media.
Triggers are much more effective on this cluster compared to others: both direct communications for promotions and discounts and advertising, as well as visiting the shop itself, trigger the purchasing process in most cases.
Characteristics and strategy in brief: low spender, buys offline but is “digitizable” = build loyalty now, they are the digital of the future.
The Digital “Sherlock”
“I prepare for a purchase by studying information I find online”
- Description: male, “under 30”, very confident with digital technologies and social media
- Where they buy: online and apps
- Purchasing behavior: like the Info-vour, uses various payment tools, from the most common (like credit/debit cards and ATMs) to the most technologically advanced (Satispay and payment apps); also possesses a high number of loyalty cards
- What they buy: the favorite purchase category is Consumer Electronics, and they rarely repurchase the same product
- Spending volume: high spend (+25% compared to the average)
The purchase path is very similar to the Info-vour’s—it is very complex and all touchpoints related to the online, web, and social world are activated; offline is not considered.
The most effective triggers for this cluster are direct ones, especially when the communication is promotional.
Characteristics and strategy in brief: high spender, buys online, very digital = build loyalty and help them grow!
The Look Maniac
“Before buying, I must be certain the product will satisfy my tastes and those of the people I care about”
- Description: female, “under 24”; good confidence with digital technologies and very active on social media (Snapchat, YouTube, and Pinterest among the main ones)
- Where they buy: online
- Purchasing behavior: uses multiple payment tools and possesses several loyalty cards; contrary to what one might expect, does not use many shopping apps
- What they buy: a fairly loyal consumer regarding products and brands; favorite categories are Clothing, shoes and accessories, and Furniture and Home Living
- Spending volume: spend slightly below average (-20% compared to the average)
The touchpoints activated in the purchase path range from the online world (web pages, forums, but especially social pages and influencers) to the offline world (from advice from friends and acquaintances to shop windows). The common denominator among all touchpoints is the ability to provide inspiration.
Triggers are very effective: this is the second most sensitive cluster. The most impactful mechanism is the shop visit, followed by direct communications (mainly email, SMS, and notifications).
Characteristics and strategy in brief: average spend, brand loyal, buys mostly clothing = ideal cluster for the loyalty program!
The Friend Follower
“I get informed online, but in the end, the opinion of my acquaintances is decisive”
- Description: male, 55-64 years old; regarding mastery of technological products, is a web user in line with the average and uses social media fairly easily, especially LinkedIn
- Where they buy: online
- Purchasing behavior: has good familiarity with all payment tools, but not with the most advanced ones designed for smartphones; also uses some shopping apps
- What they buy: no favorite category (Consumer Electronics and Health and Wellness are among the favorites); no favorite brand and low loyalty
- Spending volume: spend slightly above average (+33% compared to the average)
In the purchase orientation path, they activate classic digital touchpoints (search engines, comparison sites, e-commerce, and brand website) during the initial phase. At the time of purchase, however, the most activated and relevant touchpoints are advice and opinions from friends and acquaintances and, in the case of a shop visit, from sales assistants.
As seen with touchpoints, activation triggers are also very effective, especially those related to a friend’s recommendation, followed by direct communications (24% state they were convinced to make a purchase by a communication such as email, SMS, or notification).
Characteristics and strategy in brief: high spender, low brand loyalty, buys everything online = convince their friends that you are the right brand for them!
The Info-vour
“Before making a purchase, I must be 100% sure it’s the right product for me”
- Description: fairly varied cluster, with a higher concentration of men, “under 30”; high confidence with digital technologies; the most digitally advanced cluster.
- Where they buy: online and apps
- Purchasing behavior: uses various payment tools, from the most common (like credit/debit cards and ATMs) to the most technologically advanced (e.g., Satispay and payment apps); also characterized by a high number of loyalty cards
- What they buy: an online consumer category with low brand loyalty and high sensitivity to offers
- Spending volume: high average spend (+85% compared to the average)
The purchase path is quite long: from orientation to choice, all possible touchpoints both online and offline are activated and used, approximately 4.4. While the Info-vour gives much weight to offline feedback and opinions, they are not influenced by the opinions and advice of friends and relatives.
What drives this cluster to purchase are triggers, which are extremely functional in prompting the user. These events can be of any kind (from a promotion notification to a comparative search).
Characteristics and strategy in brief: high spender, very digital, very smart = build as much brand loyalty as possible
The Fast Shopper
“When I need something, I go online and buy it”
- Description: mainly women, average age between 35-54 years; confidence with digital technologies is not advanced, approximately in line with the behavior of the online population
- Where they buy: online
- Purchasing behavior: uses various payment tools, mostly common ones (credit/debit card, ATM, and PayPal); possesses a high number of loyalty cards.
- What they buy: no favorite product category and a very high product “turnover”
- Spending volume: low average spend
The Fast Shopper’s purchase path is characterized by an almost total absence of repetitiveness: on one hand, specific product categories are not preferred; on the other, touchpoints are not used regularly to formulate choices. The orientation path is practically non-existent and involves the activation of only 0.7 touchpoints.
This absence of research, which can also be translated as confidence in the products to buy, is reflected in the lack of effectiveness that triggers have on the purchase decision: targeted communications via email, SMS, or notification of promotions and discounts have a greater effect, but only 16% of those in this cluster say they are positively influenced by them.
Characteristics and strategy in brief: low spender, rational, high penetration = convince through cross-up selling activities
Have you identified the consumer categories that interest you?
If you have difficulty planning which touchpoints to manage, we are at your disposal to provide support and identify those best suited to your goals and budget!
