There are four categories of shoppers, according to “Retail Demand Today,” a 2005 executive summary from Adjoined research that looks at consumers’ desires in retail experiences at mass merchants, department stores, apparel stores and online.
The Thrifties are consumers who desire low prices and low risk. They want standard products and desire a routine, simple shopping experience. They tend to be 18-27 years old with incomes less than $60,000, although some are males with incomes more than $100,000. This group shops at stores such as Wal-Mart and Kohls and online at eBay. Almost 24% of consumers fit into this category.
Twenty-seven percent of consumers are Allures. This group wants a fun experience where they can buy unique products that fit their personal needs. They tend to be females with incomes more than $100,000 or males with incomes less than $40,000, indicating the variability retailers have to meet this segment’s desires. Allures shop at places such as Coach, The Limited and Bloomingdales.
Speedsters value time and convenience, as well as private label products. The nearly 22% who belong to this category tend to be older, mid-income males, who shop at places such as Target and Costco and online at sites such as Overstock.com.
Elites want the full shopping experience and are willing to pay top dollar. They like to take their time and like when retailers respond to their requests. This category, which comprises nearly 27% of consumers, tend to be baby boomer males with incomes more than $100,000. Elite shoppers visit stores such as Neiman-Marcus, Toys R Us and Amazon.com. More info: www.adjoined.com