‘Online Shopper Insights’ เจาะลึกนักช้อปออนไลน์ 4 ประเภท

In this episode of our MarTech podcast with Marketing Oops!, our team from GroupM Marketing & Development, Neil Mavichak and Pan Jroongtanapibarn will walk you through the 4 types of online shoppers; their insights, and what would be the best way to drive them into products or services.

4 TYPES OF ONLINE SHOPPERS

01 THE INVISIBLE SHOPPERS

Invisible shoppers refer to the group of shoppers who wish not to reveal their identities or to let others know who they are – simply prefer to be identified as anonymous.

02 THE INFORMATIVE SEEKERS

There will always be those who love to find and explore a load of information before making a final decision whether or not to purchase a product or service.

Our qualitative researches show that most of the time, ‘parents’ are fallen into this category of shoppers; searching for the best of the best things for their kids as well as family members. And most of the common questions, or keywords among this group are ‘quality’ and ‘price’.

One interesting fact about informative seekers is that – they may not be the actual users of the products. Therefore, it is crucial for brands and marketers not only to focus on the user but the ‘buyer’ or ‘gatekeeper’.

03 THE SELF SPOILERS

The term ‘spoiler’ says it all – ‘Self-spoiler’ means shopper who purchases products upon their desires.

According to our interviews with Thai consumers, stress is the key factor that makes urbanites spend more time online shopping as they believe that shopping or spending money is a form of self-therapy that helps release or kill the stress by engaging with new experiences.

What would hook on the attention of self-spoilers are something new as fashion, gadget, food or anything that relate to the lifestyle of these group of shoppers.

04 THE SOCIAL EQUALITY

The easiest way to describe this shopper type is an ‘almost’ early trendsetter. Whatever the trends is/are, they will simply follow; try to get the product right away!

We find this interesting as the behaviour normally applies to two groups of targets; one, those who are not Bangkokian, another – the silver age.

WIth today modern’s technology, knowledge and skills of surfing into the Internet are not limited to the young generation, who lived in the capital – but almost everyone across the nation. Hence, in order to be the owner of the latest model of smartphone, LINE stickers, and to mention would be the best way to bring in the sense of pride and proud that they are trendy, not outdated compared to the Bangkokian.

This becomes a crucial key that allows people from provinces or other cities to describe themselves that they are/have equal skills to city people.

A full summary of this podcast in Thai is available at Marketing Oops! Podcast

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