Oct 16 2008
Know Your Personas: The Multi-Channel Shopper
As marketers, we all know the importance of segmenting our customers based on their key demographics, behaviors, attitudes, and affinities. But exactly who are these anonymous people we bucket into groups of hundreds, thousands, or even millions?
To help shed some light on what your customers look like and how they act, we proudly present “Know Your Personas,” a regular feature highlighting key customer groups to consider in your marketing strategy. This data appears courtesy of our friends at Experian Consumer Research, the home of Simmons.
The Multi-Channel Shopper is defined as ‘someone who shops and buys in more than one retail channel – online, catalogs, in-store, mail, phone.’ For this episode of Know Your Personas, we’re exploring what makes up today’s multi-channel shopper – specifically who these important consumers are, where they shop, and their attitudes about shopping to help you reach them more effectively.
Simmons research indicates the Multi-Channel Shopper is likely to be an adult who is:
- 69% Female
- 36% Age 35-49
- 44% College Educated
- 70% Employed Full/Part Time
- 70% Married
- 59% Parent/Guardian
- 42% Have Household Incomes $100k+
In addition, Multi-Channel Shoppers tend to use the internet to do research before they go shopping in a store. They prefer stores that have knowledgeable employees too. Once they are in a store, they prefer to spend a long time browsing and reading labels, rather than just getting what they need and leaving. It is likely because of this lengthy process that they are less likely to want to shop with their significant other! Multi-Channel Shoppers visit a variety of stores and drive up to an hour to shop at factory stores. (Click on the graph below to enlarge)
