Among the five shopper profiles identified by the Soon Soon Soon report in our last blog post, today we’ll focus on profile #2, the Slow Shopper. What is his lifestyle? What are his purchasing behaviors? What kind of marketing innovations have an impact on his consumption?
The Slow-Shopper, or “Care Shopper”
In love with organic products and small producers, the Slow-Shopper uses short distribution channels to get his supplies. For him, choosing his products is an involved task as he strives to preserve his local economy, his environment and his traditional sense of manners. The Slow-Shopper purchases with scrupulous, but not militant, intentions that respect his social and environmental values.
For him, consumption is part of everyday life and even the smallest actions can change things. The Slow-Shopper is especially sensitive to issues related to sustainability, technologic disconnect, and the shared economy. But this consumer also seeks a link to his fellow man, wanting to be part of a larger community of knowledgeable and informed consumers. For this reason, his purchasing and consumption choices reflect social identity as much as they do social issues.
When they communicate with the Slow Shopper, brands should offer to transform the purchasing act into a “Zen” act of disconnection. The idea is to slow things down and make the Slow Shopper’s time in the store a serene, fulfilling experience.
Like the Vigi-Shopper, transparency goes a long way with the Slow Shopper. Tracking labels with product history information can be a reliable asset, especially when they show a domestic (or better yet, local) origin.
Five initiatives that enhance the purchasing experience for the Slow Shopper:
Offer him the opportunity to order fruits and vegetables online. They ones can then be picked depending on the customer’s demand, and be delivered wherever he wants. This allows him to choose his purchases according to broader values than he can in-store.
Leverage the time spent in queues by offering a unique experience, such as printing a short story on the queuing ticket itself. The length of the story could depend on the estimated waiting time. The idea is to give new value to the little time slots people have, and to continue the unique experience of shopping.
Offer a new “slow” consumption experience, such as by having a silent breakfast in a restaurant or by giving a discount on his bill if he turns his phone off. That way, customers are invited to focus on what is in their plates in complete serenity.
Delete all unnecessary information, along the lines of anti-advertising movements or similar operations that promote a shopping experience detached from advertising intrusions. For example, brands can minimize the number of labels on their products to a minimum, or even remove labels entirely when the law permits it.
Dedicate some stores to exclusively sell food without packages, sold only by weight. To carry their supplies, customers could use their own containers or borrow ones offered on site.
Shortcuts to other shopper profiles: