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Infographic: The Taxonomy of the Penny-Pincher

When it comes to shopping, most consumers know when to save and when to cave. But some are more sensitive to saving than others. In its new report, “Deal Seekers,” Experian Marketing Services identifies six different deal-seeking customer segments and explores how their attitudes and behaviors differ. Here’s a summary of the six personas:

Deal-Seeker Influentials: This highly educated, young segment—41% are between the ages of 18 and 34—is constantly on the hunt for the best deal. In fact, 100% of Deal-Seeker Influentials agreed that they’re consumed with scoring the best deal for a product or service, according to the report. And they’re willing to exhaust all channels to cut costs. According to the report, Deal-Seeker Influentials are more likely to use coupons from the Internet and email (46%), in-store handouts (26%), and magazines (20%) than the general population. Furthermore, 25% of Deal-Seeker Influentials have used a mobile coupon, versus 15% of the average population.

Offline Deal Seekers: Offline Deal Seekers may be older than Deal-Seeker Influentials—half are older than 55—but their cravings for savings haven’t dwindled with age. The report cites that 63% of Offline Deal Seekers go right to the clearance rack upon entering a store. However, they may not be as tech-savvy as their younger counterparts; Offline Deal Seekers are 14% less likely to use mobile coupons than the average consumer.

Deal Thrillers: While 100% of Deal Thrillers are consumed with getting the best deal, they’re 57% less likely to let a coupon or sale lure them into trying a new store than the general population—making them brand loyalists.

Deal Takers: This segment doesn’t actively look for deals. Actually, no Deal Takers say that they’re consumed with getting the best deal for products or services. But that’s not to say that they won’t take advantage of a good deal when presented with one. Deal Takers are 24% more likely to try a new store if offered a promotion and 21% more likely if they have a coupon, according to the report. This segment is also a social one. Deal Takers are 31% more likely than the average shopper to click on links shared on social network, 21% more likely to access social sites on a multitude of devices, and 17% more likely to adhere to ratings and reviews.

Deal Indifferents: Deal Indifferents, who make up roughly one-third of shoppers, often only shop when they have to. The report cites that 60% of these consumers agree that they only go shopping when they need a particular item. Likewise, no shoppers in this segment say that they’re consumed by finding the best deal on a product or service.

Deal Rejectors: No one hates shopping more than Deal Rejectors. This population is 40% more likely than the average consumer to rarely go shopping. When they do go, they’re 26% more likely to buy what they need and scat. And don’t try to tag along on their shopping excursions. Deal Rejectors are 14% more likely to prefer shopping solo. The report also cites that Deal Rejectors are 61% less likely to post about brands or products on social networks compared to the general public and 59% less likely to trust information found on social sites.

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