You can profile your customers in a couple of ways. For this post I am going to talk about how customers make buying decisions based on their emotional profile. There are 4 basic types of customers out there: competitive, spontaneous, methodical, and humanistic. There is lots of good info out there on these types of customers, but here are the highlights.
1. Competitive Types
These guys love to be first. They respond really well when you highlight new wine releases or best sellers. They will probably be wine club members and if they are big fans of your winery or store will subscribe to your newsletter so they can be “first-in-the-know”.
Competitive customers are skimmers. They want to see some wine specs and a brief description without drilling down. Details aren’t as important as being the first.
For the competitive customers you want to make sure your site has featured wines and good summary information. You may also want to have some exclusive offers in your wine club to give this type of customer the edge they look for in the products they buy.
2. Spontaneous Types
Spontaneous customers are more interested in sales and coupons. They will respond to emotional hooks like limited stock, time sensitive offers, and overnight shipping.
These customers also respond well to customer reviews and ratings. Show how many reviews there are and how each wine or gift ranks. This will help to build trust in your wine.
3. Methodical Types
Just like you would imagine the methodical shopper will do as much research as possible before taking the plunge. They will read everything on a product and want more. In depth wine descriptions, tasting notes, and technical details are going to be very important.
Ratings by trusted sources and even video are going to score big points.
On the flip side impulse tactics like limited time offers can back fire for this customer. The could become sceptical and want to see the fine print.
4. Humanistic Types
This type of customer is swayed by peer opinion. What other say will weigh heavily on their decision to buy or not. They will like to dwell on the purchase and make sure they are making the right choices. These are the kinds of customers that will want to call in and talk to someone at the winery or use live chat support.
Humanistic types also are influenced by customer reviews and ratings and will really appreciate a link to call for advice or for buying options which could be accompanied by a welcoming photo.
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