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13
20

4
THE

BLACK FRIDAY
shopper types
PERSONAS RETAILERS CAN’T IGNORE THIS SEASON

MODERN DAY MOM

Shops in store, but ...
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The 4 Black Friday Shopper Types - Infographic

What are the key shopper types retailers need to target,
understand and engage with this Black Friday season? A new Vision Critical study reveals the four shopper types that retailers should look out for this Black Friday season:
1. Modern-Day Mom
2. Millennial Generation Shopper
3. Mobile Tech Embracer
4. Single Cyber Male

With the classification of these personas, retailers have a significant opportunity to target, understand and engage with each shopper type on an ongoing basis in order to continuously drive sales.

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The 4 Black Friday Shopper Types - Infographic

  1. 1. 13 20 4 THE BLACK FRIDAY shopper types PERSONAS RETAILERS CAN’T IGNORE THIS SEASON MODERN DAY MOM Shops in store, but loves mobile coupons Typically a 43 year old mother almost 60% of her shopping will be done in stores $ $ % 75% will use a mobile device to receive online vouchers % 85% will prepare for upcoming deals by reading e-newlsetters and promotions MILLENNIAL GENERATION SHOPPER Impulsively buys online while staying put Average age is 26 60 60 % % About will mobile shop while stationary 30% of their online shopping will be on mobile devices 80 % % Almost can be swayed by impulse purchases MOBILE TECH EMBRACER The birth of in-store mobile shopper Mid 30s individual More than 60 60 1 1 2 2 % % of their mobile shopping will be on the go or in store of their online shopping will be on mobile devices While in store... 90% browse products 90% 77% search for deals 77% 76% comparison shop 76% 72% purchase products 72% SINGLE CYBER MALE Plans to shop online and spend on himself Single man, typically 36 years old % 91% will browse ahead of time 76% 76% 2/3 of their shopping will be online 81 via laptops % or desktops won’t bother with lines and crowds Will spend as much on himself ($224) as he will on others ($239) For more information about the methodology, details surrounding the data or to learn how retailers can discover and better connect with their own shopper types, please contact media@visioncritical.com.

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