Friday, May 11, 2012

The Shoppers’ Perspective.

Tim Manners writes that each household assembles a complex shopping solution from a series of discrete activities and trips to several retail outlets each week. These “assembled” shopping solutions — or shopping styles — may be understood in terms of three behavioral segments: 

Shoptimizers are most likely to be influenced in their choices by pre-shopping stimuli such as circulars and coupons. They also are most likely among the three groups to regard a clear everyday low price (EDLP) strategy as an assurance of value. Once inside an EDLP shopping environment, Shoptimizers may be likely to respond to in-store cues.

Mainstreeters do far less pre-planning and rarely save coupons, so their channel choices are more likely to be influenced by location, convenience and price reputation. Once inside the store, however, this group is most likely to be sensitive to in-store promotions and offers.

Carefrees avoid EDLP channels and bypass most pre-planning and in-store promotions. Interestingly, they totally trust club stores to deliver value appropriate to their consumption patterns. Once inside a store, they tend to ignore prices and buy what they like.

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