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 buy spontaneously and are guided by their motivation. 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 bricks-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 Sceptic

Some people are, or were, sceptical about online retailing before the Corona virus broke out. They preferred to buy their goods directly from the local brick-and-mortar shop. 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 distinguishes these online shopping types?

The sceptic has a low propensity to buy and spontaneity because he is sceptical about retail. His motivation to buy is also not very high. However, if this type of online shopper is convinced by a retailer or shop, they become loyal customers.


The conservative

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

What characterises this online shopping type?

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 likes to test his product extensively before he decides to buy it.

What distinguishes this online shopping type?

His willingness to buy is relatively low, as he only buys a product if he is really convinced by it. His motivation and customer loyalty, on the other hand, are very pronounced. If he is satisfied with a purchase, it is very likely that he will buy the product again or choose the same online shop 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 characterises 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 the stationary trade, because there he receives the advice and support he needs to finally 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 subsided, but at best are turned into loyal existing customers and online shopping enthusiasts. So what exactly should retailers do now and what do they have to pay special 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 bricks-and-mortar stores. There may be several reasons for this, but mainly because they prefer the advice and support in the shop and want a simple and uncomplicated shopping process. For online retailers, this means that they have to be offered exactly that when shopping online.

Proactive communication from checkout to shipping and returns

Especially now, customers want to rely on the retailer to inform them reliably and proactively about the whereabouts of their order. And that is important too! In these uncertain times, online shops must make sure that they offer their customers the best possible customer experience. How does this work? By proactive and personalised shipping messages branding your own online shop. 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 shop thanks to the individual branding.


The Corona Crisis is an opportunity for online shops to tap into new target groups and thus gain new customers, who then become loyal existing customers over time at best. At the same time, 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 straightforward 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 optimised along the entire customer journey.

Would you like to optimise your customer experience to offer your customers 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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