The combination of the recession and technological advances have produced a new kind of shopper. Analysts at GfK Consumer say that nearly 1 in 3 (31%) of all U.S. consumers can now be considered an Xtreme Shopper. Marketers may begin targeting these shoppers with ad campaigns because the results could be especially lucrative.
According to GfK analysts, the single shared behavior exhibited by Xtreme Shoppers is the need to find the best deal. The deal-seeking behavior applies to both inexpensive and big ticket items. For example, Xtreme Shoppers want to save money whether they are buying baby food or a new sofa. And while they're looking for a good deal, they'll also pass along information about their finds to friends and family members.
GfK analysts also say these shoppers may be the leading edge of a new ‘shopping culture’. Xtreme Shoppers make their purchase both online and in-store. And their shopping behavior is all about seeing “the shopping experience as a challenge and [they]will go to great lengths to ‘win’.” This group of shoppers is not limited to a specific age demographic. However, analysts did note that younger moms are well-represented in this group, as are affluent consumers.
“This presents an unprecedented challenge for marketers who must take special care to ensure their various touchpoints work together seamlessly to help guide Xtreme shoppers on their quest for the best values,” says Mike Kassab, senior vice president of Innovation and director of the Future Buy study. The rise of the Xtreme Shopper is likely prompting marketers to work harder across multiple media formats to maintain high visibility.[Sources: GfK Future Buy Study. GfK Consumer. 14 Jul. 2010. Web. 20 Jul. 2010; Mahoney, Sarah. GfK: Economy + Technology. MarketingDaily. 12 Jul. 2010. Web. 20 Jul. 2010]