The most important customer types in retail and how to meet their needs
Knowing your customers is one of the most important to-dos on every retailer’s long list. Because those who understand how potential buyers behave and how to address and satisfy them have already done important work on the way to a high conversion rate.
Many professional marketing departments invest in the creation of so-called personas to find out what characteristics, preferences, and traits the typical customer of a product has. However, this can become expensive. From experience, it is known that there are some recurring customer types that play a role in retail. Especially for Amazon sellers who want to launch a new product or optimize their listing, it can be helpful to orient themselves to these customer types.
In this blog post, we want to clarify what exactly customer types are by definition, which customer types prevail in B2B and B2C trade, and how understanding this can contribute to increased sales.
The 4 most important customer types in retail and online shops
Right off the bat: This blog post does not claim to be exhaustive. Additionally, people and human behavior are difficult to categorize into rigid boxes. You must always account for mixed forms, overlaps, situational deviations, and exceptions to the rule. In reality, it can be challenging to clearly identify customer types. Further differentiations are, of course, always possible: for example, other blogs describe more than 10 of the most common customer types (e.g., complainers, chatterboxes, know-it-alls, bargainers). However, the psychology behind the individual types is often not very evidence-based.
For Amazon sellers, however, the usefulness can be questioned. Because even though categorizing customers into types can help with listings and so on, the same marketing and communication opportunities are not available on Amazon as they are in brick-and-mortar retail. Nevertheless, particularly difficult customer types can also be better addressed on Amazon if one knows their characteristics. Therefore, it is worth taking a closer look.
From dominant to conscientious – the DISC model
The so-called DISC model has been used in companies for several decades to assess customers and conversation partners, for example, in personnel development. It is also popular in sales and marketing to recognize different customer types and categories. It operates with four basic principles of human personality:
As already mentioned, most people cannot be exclusively categorized into one of these four DISC traits. However, one tendency is often more strongly developed than the others. This can also change from situation to situation. While it is important in dealing with customer types in retail for the seller to adapt to different people within a few seconds, this aspect is absent in online retail. Here, the focus is primarily on satisfying the various needs in the design of product pages or in email communication.
Customer type #1: The Dominant
The dominant type is direct and strong-willed. He appears energetic and determined. His most pressing question is: What can I achieve with this product? He already has concrete hopes and expectations for your product and is well-informed in advance.
In communication with dominant customer types in retail, results are what matter most. Therefore, in your product description, clearly and explicitly state not only what your product is but also its benefits. What functions does it have, why does it work so well, and how does it solve the buyer’s problem?
Customer type #2: The Initiating
This type of customer is liked by every seller – because he is enthusiastic, extroverted, and optimistic. He tends to see the positive attributes of a product and is willing to believe in the concrete benefits for himself. You can also easily encourage him to write reviews.
These characteristics should be utilized by sellers. Because, unlike dominant customer types, the initiative type is not so much interested in hard facts. Instead, describe the value that your product can have for the buyer. Enthrall the initiative type with good storytelling and A+ Content, and you will have the sale almost in the bag.
Customer type #3: The Steady
In direct conversation, the Steady is an extremely pleasant partner, as he is at peace with himself, reliable, and rather reserved, but at the same time knows what he wants. However, for online retailers, he can be a tough nut to crack: Those who do not meet the needs and goals of the steady type with their product description have poor chances.
On the other hand, steady customer types can develop into the favorite customer of the retailer both in-store and online. Because the needs of the Steady do not change overnight. If a product has convinced him, he sticks with it – and does indeed buy regularly. Ideally, the steady type even develops into a loyal regular customer. Therefore, highlight the Unique Selling Points in your product description and show how your product supports which goals in which ways.
Customer type #4: The Conscientious
The conscientious type likes to analyze, approaches it systematically, and relies on the insights gained from it. Aside from that, he is rather reserved and withdrawn, which is why the Conscientious rarely writes reviews.
Retailers can certainly satisfy the conscientious customer type. His analytical disposition makes him receptive to factual knowledge. Therefore, convince this type with data and facts about your product and its benefits. Support these with application examples or study results.
Conclusion: Different customer types = different approaches
Customer types in retail, marketing, sales, or e-commerce can often be classified based on certain personality traits. From this, specific strategies for communication can be derived to achieve the purchase conclusion as effectively as possible.
While sellers in brick-and-mortar stores have many opportunities to individually address the different customer types, online shop operators usually only have the textual and graphical level available. It is no wonder that in brick-and-mortar retail, additional customer types such as the Impatient or the Indecisive are also considered. Talkers or Whiners are also described.
Amazon sellers are even more limited; a sales conversation practically never takes place. They can usually only design the product detail page or their Brand Store themselves. However, customer types can also help in this regard. The advantage: The time pressure that exists in a sales conversation is eliminated.
According to the DISC model, four tendencies can be particularly identified: dominant, initiative, steady, and conscientious customer types. In retail as well as in online commerce, sellers should shine with both the product benefits and features, as well as with data and facts, along with good storytelling.
Frequently Asked Questions
Since this is not an exact science, there are many different customer types and consumption types. In retail, for example, concepts based on the DISC model are common, which divide buyers into four personalities: the Dominant, the Influencer, the Steady, and the Conscientious.
Whether customer type or consumption type: there are plenty of examples of different buyer personalities online. Customers are categorized based on certain common characteristics, behaviors, or needs. Characteristics can include age, gender, or interests, but in retail, psychographic and behavioral characteristics are usually decisive.
The goal of a type-appropriate customer approach in retail is to make the communication and interaction of a company with its customers as effective and efficient as possible. By adapting the approach to the specific needs, preferences, and behaviors of different customer types, companies can achieve several advantages, such as increased sales, enhanced customer loyalty, or more satisfied customers.
This varies from industry to industry and is primarily based on which aspects influence the customer’s purchasing decision. Customer types in brick-and-mortar retail are usually classified based on their behavior in the consultation or sales conversation. The DISC model is a good initial orientation to understand customer motivation.
Dealing with an unfriendly customer in sales requires patience, empathy, and professional communication skills. Always try to de-escalate the situation and find a satisfactory solution.
• Stay calm and do not let the customer’s mood affect you.
• Show empathy and understanding by taking the customer’s perspective.
• Remain objective and do not take it personally by focusing on the facts.
• Set boundaries if the customer becomes abusive or disrespectful, but do not react emotionally yourself.
According to the DISC model, the following four customer types are distinguished in retail: the Dominant, the Influencer, the Steady, and the Conscientious. In other categorizations, more types are also specified, such as 6 customer types, including, for example, argumentative people. However, not all of these types are always substantiated in psychology.
There are a whole range of scientific and unscientific consumption types. According to the DISC model, the following four customer types are distinguished in retail: the Dominant, the Influencer, the Steady, and the Conscientious. In other customer typologies, personalities such as the Complainer, the Stressed, or the Skeptic are also mentioned, for example.
Usually, customer groups are understood to follow the same scheme as customer types. In retail, behaviors and psychological characteristics are particularly decisive for categorization. Customer groups can, for example, be characterized by certain psychological traits.
Important customers are often described as “key customers” or with the Anglicism “key accounts.” These terms describe customers who are particularly valuable and crucial for a company’s business success. Such customers usually have significant purchasing power, a high order volume, or a certain strategic importance.
Even though there is no traditional sales conversation on Amazon, the product description, customer reviews, and the overall customer experience play a crucial role in building a connection with different customer types. Amazon sellers can address different DISC customer types by providing clear and precise product information, responding to customer feedback, and offering excellent customer service that strengthens customer trust and specifically addresses their needs. Because good customer service can positively influence the purchasing decision. Interactions in reviews and ratings are particularly important. They give customers the feeling of being heard and show that the seller is addressing their concerns and wishes. Positive responses can lead to brand loyalty and ultimately to further purchases.
Image credits in the order of the images: © GamePixel – stock.adobe.com / © Skyline Graphics – stock.adobe.com
