Consumer Personality Types

Knowing someone’s basic personality type—like whether they’re introverted, extroverted, aggressive or passive—can help companies gain insight into how to plan events, and to ensure they’re able to satisfy all customers. A choice that’s as significant as determining whether to hold a Cyber Monday event or a Black Friday event is much easier to decide when a retailer knows how receptive their customer base is to each.

Opinions

Political opinions can be a major factor in what drives a consumer to make purchases. It’s significant to note that Walmart has always taken a very patriotic stance by emphasizing items which are made in America, supporting charities and events for soldiers, and so on. This patriotism aligns with the opinions of the retailer’s core audience, and helps to build loyalty and trust.

Interests

Understanding the interests of the consumer can help a retailer determine what areas to focus their attention on when planning events or selecting advertising partners. For example, Walmart is a major NASCAR supporter—evidenced in their very recent agreement to sponsor the Quaker State 400—which is again, an interest which aligns with its target audience.

Following Hashtags

When a consumer follows a brand on Facebook, Twitter, or other social media site, the individual gives an indication that they are loyal to this brand. This social action sends a signal to the brand that this promising consumer should be evaluated for data potential.

Reviewing What Followers Have in Common

Following consumers back can give brands valuable access to customer insights, for example, to the things they like and share, as well as the comments they make. This information can be aggregated to help brands find common ties among their customers, which can then be leveraged into a marketing strategy.

Finding Brand Differentiating Factors

When a large part of a core audience has a common interest—like in the case of NASCAR and Walmart—brands should find a way to weave that common thread into their marketing strategy. This involvement doesn’t have to be expensive or extreme. It can be as simple as sharing interest-specific information on social media.

Curbside Pickup

Target continues to expand its Drive Up curbside service, which allows users to order via mobile app for pick-up in the parking lot. Many Target customers enjoy this convenient feature, and the retailer intends on implementing the strategy to up to 1,000 stores by early 2019.

Piggybacking on Prime Day

When Amazon held its annual Prime Day, Target decided to jump on the bandwagon and offered flash sales during the event via its website. As a result, the retailer reported its biggest one-day sales event so far this year.

Augmented Reality Features

In late 2017, Target rolled out an augmented reality function on their mobile site which allows users to view furniture in their living space via an AR overlay. This unique feature makes it easier for consumers to gauge the size and style of furniture they’re considering, creating a more seamless and helpful shopping experience.

Stay on Top of Trends

By understanding that Prime Day wasn’t a competition, but an opportunity, Target was able to take advantage of the high volume of shoppers looking for e-commerce sales, and in turn, increased online purchases during that day. The retailer did not view this online event as a threat, but instead as an established digital trend.

Tech as an Incentive

Consider technology an incentive—not an advertisement. Target does not use its apps or websites as strict advertising. Instead, these apps and technology improve the customer experience by offering an additional service.

Partner With Third Parties

Not all brands have unlimited budgets to invest in new retail mobile apps and high-tech website features. Partnering with third-parties helps to allay some of these expenses. Shopkick, for example, offers a shopping app which brands can use to direct consumers to their products in the store, providing a seamless shopping experience.

Humanizing the Brand

In its new digital, online, and television advertisements, Whole Foods has pulled away from the commercials of old and instead has introduced their audience to more human moments and relatable characters. A few examples include a man on a Paleo-diet convincing his father to participate in the diet as well, or another that shows a customer overwhelmed by cheese choices in the store.

Employing Experts

Whole Foods employees aren’t just working cash registers or stocking shelves. They are knowledgeable brand ambassadors that are prepared to provide information—especially to those new to buying organic—which helps to guide customer purchases.

Reducing Prices

Whole Foods had to reevaluate its pricing structure to win over consumers who were seeking out lower cost organic options elsewhere. One way the brand did this was by partnering with Amazon—who purchased the retailer in 2017—to include more Whole Foods products through its Prime program.

Becoming Subject Matter Experts

While many retailers sell organic foods, Whole Foods differentiates by presenting itself as an expert on organic foods. This can be a particularly useful strategy for challenger brands, as this helps even smaller, lesser known brands increase visibility not only for their products, but for their knowledge. This method is excellent for building consumer trust which can, in turn, build brand affinity.

Rewarding Customers

Not every brand can afford to cut prices, and many don’t want to, as their focus is not on price-based competition. Rewards act as an alternative to discounts as they still offer a financial return to consumers without diminishing brand value.

Staying True to Branding During a Pivot:

While Whole Foods shifted its strategy, the retailer didn’t compromise their core values by offering discount organic foods to compete with other mainstream retailers. Instead, the brand stayed true to its focus on locally sourced, quality foods even as they introduced those foods to new consumers. Through this strategy, the brand was able to connect with new consumers without alienating their existing loyal customers.