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This Monday will see the most online transactions ever with UK consumers set to spend more than £500m in a single day (1). That’s according to research by Opayo, who has today unveiled the eight different profiles of shoppers in the UK based on the way consumers like to spend money and pay for items.
This year’s Cyber Monday is set to break all previous online sales records with website visits expected to hit 113 million (2). To help retailers capitalise on the opportunity, Opayo has launched the findings of a study by retail psychologist Dr Tomas Chamorro-Premuzic into the psychology and behaviour of UK consumers. The report identifies eight specific types of shopper, each with their own traits and behaviours that impact the way consumers browse, make purchasing decisions, and process transactions.
Based on a range of surveys and experiments, the study uncovers the psychology behind how customers interact with shopping environments, choose products and prefer to pay for purchases. The resulting profiles paint a picture of the UK consumer landscape, providing insight into how individuals feel about money, spending, saving, online banking and ecommerce.
The profiles, including full descriptions of character traits, behaviours and preferences, are as follows:
- Super Maximiser: These individuals are tech savvy, practical purchasers and sagacious spenders. They spend carefully and wisely, using the latest technological tools to help them hunt for bargains and plan finances.
- Old-School Maximiser: These individuals prefer purchases to be sensible, shrewd and paid for by cash or card. They are less likely to spend on frivolities than necessities, likelier to save than spend, and when they do spend, do so shrewdly. However, they are less open to new technological tools which could help (such as budgeting apps or price comparison sites).
- Detached Spender: These individuals don’t scrimp and save and aren’t afraid of spending although they tend to prefer traditional routes rather than online or mobile apps. They are happier than others to part with cash and see finances as something of a chore; they just want to get their shopping done quickly.
- Carefree Clicker: For these people, money is there to enjoy. They are less likely to seek out a bargain or invest funds as they want to have fun. Technology plays a big part in this – but more from a pleasurable perspective than a practical one. They see technology for its ability to “gamify” the way they use their finances.
- Cash Flasher: Like the Carefree Clicker, these individuals enjoy the act of spending and do so in a carefree way. However, they are less engaged with technology in this area than some of their peers and so have little use for, say, price comparison sites or online financial management tools.
- Click and Collector: These individuals have a relatively low sensitivity to the pain of spending, so are happier than others to part with cash. While technology plays an important role for the Click and Collector, this is perhaps more to do with convenience than for saving money or simply for the fun of it. Finances are a bit of a chore and the latest gadgets help manage them quickly and painlessly.
- Sanctioned Indulger: Purchases tend to be defined by indulgence with individuals more likely to save for a holiday than a new washing machine. Importantly, though they are aware of the pennies, so are careful with their money and plan ahead meaning indulgences are often sanctioned: they like to shop and treat themselves but won’t break the bank doing so.
- Hunter Gatherer 2.0: These consumers are savvy shoppers and they love it; shopping is as much about “the thrill of the chase” as it is about the actual purchase itself, and hunting down a bargain gives this consumer a great deal of pleasure. They shop carefully, using a variety of tools to budget and find bargains.
“With just four weeks until Christmas, most of us will just have been paid, so Cyber Monday is traditionally the day when consumers rush online to do their Christmas shopping, said Simon Black, CEO at Opayo. “But the way in which people go about this can drastically differ from person to person.
“Given the breadth of shopping and payment options available to consumers, competition between retailers is greater than it’s ever been. Plus, with an emphasis on omnichannel and a host of newer payment technologies beginning to make their mark, retailers can find it difficult to stay that one crucial step ahead of the trends.
“This study should help them understand the needs and nature of their customers – how they like to shop and how they like to pay. At a time when many local and independent shops are facing stiff competition from big brands and the online marketplace, retailers need to ensure they provide the festive shopping experience customers want.”
1-Estimate based on a 10% increase in transactions according to Opayo’s data on spending of £456 million in 2012
2- Prediction according to Experian Hitwise data 2009-2012 and growth trends throughout 2013