THE CHARACTERISTICS OF
- 1. THEY ARE SMART, CAUTIOUS, LOYAL AND VERSATILE: Many consumers are increasingly being faced with a buying experience or a commitment to spend money where they have probably spent a huge amount of time researching that product online. So when that consumer rocks up to a store of their choice, to buy a product of their choice, they probably know more than the person selling the product. Where previously the salesperson had 15 minutes or so to convince the consumer to buy the product, this new species can complete that transaction in a minute just by virtue of the fact that they have done the 15 minutes worth of self-selling themselves.
A number of retailers have wised up to the evolved consumer. These particular retailers, often those who have websites that address the i nformation requirements of the consumer, have come to the conclusion that there is little point to having numerous salespeople on the floor because consumers arrive relatively well educated. The converse applies to retailers who don’t have the same expectation of the amount of work done beforehand by consumers shopping at their stores. They have a very different format where a multitude of salespeople on the floor will be waiting for the consumer, prepared to take their hand and guide them through the store and the decision-making and buying process.
Because consumers have had the opportunity to do a l ot of research beforehand, there is less chance to do impulse buying. And consumers end up being quite rational about the process. They know the price, the availability, the model; they’ve discovered what works best for them and in so doing, it makes the shopping trip almost laser-like in its efficiency.
“Consumers are now taking control; they are much more calculated in how they go about choosing their products. It is not through focused self-reflection that consumers ended up in this position; they came into this position uncon-