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<\/p>\nWhy is there such an emphasis on buyer personas today? Because buyer-driven websites are two to five times more effective and easier to use by their targeted audience. Studying and understanding buyer personas \u2014 research-based profiles depicting a target customer \u2014 helped 82 percent of companies connect with their customers and create an improved value proposition.<\/p>\n
But that\u2019s not the only benefit. By establishing customer personas, brands can craft marketing messages that speak directly to their target audience\u2019s needs and desires. Defining the six shopper personas \u2014 cause-based, crowdsourcing, free agents, brand loyalists, deal hunters, and scientists \u2014 helps brands identify new opportunities to optimize their marketing, expand their customer base, and grow their business.<\/p>\n
The 6 Buyer Personas<\/h2>\n
While different consumers may share some characteristics, a one-size-fits-all consumer doesn\u2019t exist \u2014 nor should a brand\u2019s approach to marketing. A shopper\u2019s desire to buy from different brands, the amount of research someone conducts before making a big purchase, or the importance of aesthetics in decision making are just a few characteristics setting these personas apart.<\/p>\n
1. The Brand Loyalist<\/h3>\n
Brand loyalists want consistency, reliability and trust in their purchases. They form strong connections to specific brands and are more likely to become repeat customers when a brand ticks all their boxes. It\u2019s hard for product content or good deals from other brands to enter their circle of trust.<\/p>\n
While they do check price comparisons, they spend the bulk of their time researching products to verify that a brand\u2019s values align with their own before committing to a purchase. Once they find a brand they like, they stick with it.<\/p>\n
These consumers expect high-quality products and consistent branding. The content they trust the most is on-product packaging rather than on-display or online content. This preference likely drives more than 50 percent of brand loyalists to visit two to three websites and research two to three products before they buy.<\/p>\n
Of all the product content features available, brand loyalists appreciate and find scale imagery \u2014 imagery that provides context regarding a product\u2019s size \u2014 the most helpful. More than two-thirds used augmented reality (AR) within the last year, and nearly half appreciated how animations helped them gain a sense of the brand or product\u2019s personality.<\/p>\n
2. The Cause-Based Consumer<\/h3>\n
Cause-based consumers, the smallest subset of the six personas, prioritize social responsibility and environmental impact when making purchase decisions. They favor brands that support cultural and social issues aligned with their values. These consumers take a more intentional approach to shopping, spending time ensuring they actually need or want a product before committing. They research two to three websites and two to three products before they buy.<\/p>\n
Of all the product content features available on product detail pages (PDP), cause-based consumers gravitate most toward product reviews. They also want to see plenty of high-quality, accurate images. Their biggest pet peeve? Too few images. Over half have scanned QR codes in-store while shopping, and most have also used \u2014 and like \u2014 product bundling services.<\/p>\n
3. The Crowdsourcer<\/h3>\n
Crowdsourcers rely heavily on peer reviews and recommendations when facing a purchasing decision. In fact, 61 percent of crowdsourcers will visit two or three websites \u2014 and nearly 40 percent research a minimum of four to five products before committing to spending money. They want to know what others think so their go-to product content is customer reviews. About 66 percent of crowdsourcers say others\u2019 opinions carry the greatest impact on whether they make a purchase.<\/p>\n
These buyers see e-commerce sites and apps operated directly by major brands and manufacturers as the most trustworthy shopping choices. This persona has begun to embrace the trend of online shopping, with more consumers gravitating toward big-box stores\u2019 and online giants\u2019 apps (e.g., Target, Walmart, and Amazon.com) for shopping.<\/p>\n
They also find 360-degree spin photography the most helpful image type. Brands wanting to attract and retain crowdsourcers should prioritize having robust online reviews and recommendation pages.<\/p>\n
4. The Deal Hunter<\/h3>\n
Who doesn\u2019t love a good deal? Cost-focused deal hunters prioritize finding the best discounts when looking for items to buy. Reviews matter less if the price is right. They spend more time researching product content to ensure they\u2019re getting the best value for their money and typically visit two or three websites \u2014 and weigh the pros and cons of several options \u2014 before deciding.<\/p>\n
These consumers often use their smartphones to look up and compare prices when shopping in-store. Of all the product content features, deal hunters value accurate product descriptions the most. PDPs should have clear, consistent and accurate information accessible on any platform these consumers use to research and shop.<\/p>\n
5. The Free Agent<\/h3>\n
Another consumer persuaded by product cost, the free agent values flexibility and independence and is most likely to switch brands frequently. Like cause-based consumers, these shoppers love compelling stories and willingly explore brands clearly connecting with their interests and needs.<\/p>\n
More than half of free agents closely review PDPs to verify they\u2019re getting good value, visit two to three sites, and research two to three products before they commit to a big purchase. Over 75 percent have bought items online and see brand and retailer e-commerce sites as the most trustworthy option.<\/p>\n
More than half of free agents have scanned QR codes while shopping in-store, in part to price comparison shop. Their favored digital product content feature is 360-degree spin photography; about 60 percent have tried AR while browsing online.<\/p>\n
6. The Scientist<\/h3>\n
Detail-oriented scientists pour over data and research and are most likely to thoroughly analyze product specs, read reviews, compare multiple PDPs, and visit multiple websites before deciding. Results from the Consumer Product Content Benchmark Report clearly showed that brands lacking accurate product content cause themselves a disservice.<\/p>\n
These consumers are also increasingly shopping on retail-operated mobile apps, so merely posting PDPs isn\u2019t enough. The content must be detailed, accurate and consistent across all channels.<\/p>\n
The scientist persona appreciates multiple types of imagery, including scale images, 360-degree spin photography, product-in-use images, and infographics detailing a product\u2019s features or benefits. To attract these shoppers, businesses should make it easy for scientists to find clearly written, detailed, factual product information and data.<\/p>\n
Buyer personas help brands communicate more effectively with their target audience. Understanding your customers\u2019 language, communication preferences and values empowers brands to craft messages that deeply resonate with customers, build stronger brand-customer connections, increase engagement, and grow brand loyalty.<\/p>\n
Randy Mercer is the chief product officer of 1WorldSync, a product content platform for omnichannel commerce.<\/em><\/p>\n<\/div>\n