Online shopping types in times of corona crisis - tapping into new target groups

Online shopping types in times of corona crisis - tapping into new target groups
Published on: Jun 5, 2020
Updated: Aug 18, 2022

People behave differently when shopping online. We presented the 6 online shopping types some time ago. We evaluated these target groups according to the criteria of willingness to buy, motivation, spontaneity and loyalty.

Learn more about the 6 online shopping types here:

The 6 Online Shopping Types

Some customers like to get detailed information about their product before buying, while other online shoppers shop spontaneously and let their motivation guide them. Retailers should already know each of these online shoppers and, at best, be able to cater to their individual needs and ideas.

These 6 online shopping types online retailers should already know

However, in times of corona crisis, new, unprecedented target groups have now come into view. The shift from brick-and-mortar retail to online retail has led people who rarely or never shop online to order goods on the Internet.

4 Online Shopping in Times of Corona Crisis

The Skeptic

Some people are, or were, skeptical of online retailing before the outbreak of the corona virus. They preferred to purchase their goods directly from their local brick-and-mortar store. Since the beginning of the corona crisis, however, this was no longer possible and they "had" to give shopping on the Internet a chance.

What characterizes these online shopping types?

The skeptic has a low propensity to buy and spontaneity, as he is skeptical about retail. His motivation to buy is also not very high. However, if this onlinehsopping type is convinced by a retailer or store, he becomes a loyal existing customer.


The Conservative

This online shopping type most likely grew up in an age when the digital revolution was not yet advanced or advanced to a small extent. For this reason, he is usually somewhat ignorant of online shopping.

What distinguishes this online shopping guy?

The conservative online shopper has a relatively high willingness to buy as well as a very high customer loyalty. His motivation and spontaneity, on the other hand, are rather low.


The Demanding


Haptics and appearance are particularly important to this online shopping type. He would like to test his product extensively before he decides to buy.

What distinguishes this online shopping type?

His willingness to buy is relatively low, as he only buys a product if he is really convinced of it. His motivation and customer loyalty, on the other hand, are very pronounced. If he is satisfied with a purchase, then it is very likely that he will buy the product again or choose the same online store again.


The Undecided

The undecided buyer needs a lot of advice. This can have several reasons: Either he himself does not know exactly what he is looking for or he is generally very bad at making decisions.

What characterizes this online shopping type?

His willingness to buy, motivation and loyalty are relatively high. He would like to buy, but does not know exactly how or what. Therefore, his spontaneity is also rather low. The indecisive person prefers stationary retail because there he receives the advice and support he needs to ultimately decide on a product.


What do online retailers need to look out for in these online shopping types?

Now it is important that these newly acquired target groups are not lost again after the crisis has flattened out, but at best are turned into loyal existing customers and online shopping enthusiasts. So what exactly should retailers do now and what do they need to pay particular attention to? The answer is simple: a seamless customer experience along the entire customer journey!

An optimal customer experience is the be-all and end-all


All four online shopping types have one thing in common: they usually prefer to shop in brick-and-mortar stores. There may be a few reasons for this, but predominantly because they prefer in-store advice and support, as well as wanting a simple and straightforward shopping process. For online retailers, this means that they have to be offered exactly the same when shopping online.

Proactive communication from checkout to shipping to returns


Right now, customers want to rely on the retailer to reliably and proactively inform them about the whereabouts of their order. And that's important, too! In these uncertain times, online stores need to make sure that they offer their customers the best possible customer experience. How does that work? By proactive and personalized shipping messages branding your own online store. This means that no customer contact points are lost to third parties such as DHL, Hermes & Co. and the customer always knows exactly which shipping message belongs to which store thanks to the individual branding.


The corona crisis is an opportunity for online stores to develop new target groups and thus attract new customers, who then become loyal existing customers over time at best. In doing so, retailers have to keep an eye on something in particular: the customer experience! Those who have shopped exclusively in brick-and-mortar stores have high expectations of online retail in terms of their shopping experience. Simple and manageable order processing, reliable delivery promises and generous return processes - to name just a few points. All this can be guaranteed if the customer experience is optimized along the entire customer journey.

Would you like to optimize your Customer Experience to provide your customers with the best possible shopping experience? Contact us - we look forward to hearing from you!

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Create new reasons for people to love your brand. Build standout post-sales experiences tailored to your customers. Deliver personalized touch points that grab attention and spark loyalty.

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