Marketing Big-Ticket Items Means Appealing to Shopper Attitudes
The new economic reality has more consumers deliberating carefully about purchases. When it comes to spending between $100 and $1,000 on an item, consumers are turning to numerous resources before making a decision. For some consumers, it’s all but impossible to make a choice. But targeting the right type of consumer with the right type of promotion increases the chances of making the sale.
The Integer Group ® with its partner, Decision Analyst, has been studying the category of ‘considered’ or big-ticket purchases. Their research reveals 4 distinct shopper profiles and what excites them about the buying process. Here’s a snapshot of their findings:
- Fretting Frugal – This shopper is nervous about making the wrong decision and often passes the responsibility on to a spouse. Both price-conscious and easily overwhelmed, this consumer makes a better target for marketers of vacation travel than tires.
- Experience Lover – Marketers should emphasize brands when promoting to this group which is primarily comprised of older women who are loyal customers. Still, a good deal or sale price – especially on home-related products, can seal the deal.
- Passive Purchaser – Higher-income men fall into this category. Often impatient, over half of shoppers in this group do not find any joy in shopping or researching and they are not brand loyal.
- Social Adventurer – Ethnic women, often urban and upwardly-mobile enjoy the social aspect of the purchase. Look for these consumers to connect with brands online. These consumers are even excited about buying vacuum cleaners and will share the details of their experience through social media.
It’s difficult enough to get consumers to part with their money these days. But marketers who carefully target specific types of consumers with promotional tactics that highlight what they enjoy about the buying process may be able to move more big-ticket items.[Source: New study by The Integer Group. ComplexShopper.com. 2 Dec. 2011.Web. 12 Dec. 2011]