The Encouraged Shopper

The Encourage Shopper is confident in most areas of life but hesitant when it comes to shopping, often needing reassurance before making a purchase. This shopper prefers to shop with someone knowledgeable, seeks guidance from someone who has been there and done that, and may even be willing to use a personal shopper.

Unsure about what looks good on them or if they are buying the right gift, this shopper needs some encouragement to feel good about their purchases.  No time or desire to research every model, compare every option, or read endless reviews, they prefer that someone someone validates their decision, calms their uncertainty, and gives them a clear recommendation they can trust. A little courage is all they need, and once they receive it, they are relieved to move forward with confidence.

“What should I do?” is often uttered from this shopper's mouth, hesitating to click 'buy now' without an authoritative endorsement. AI is a helpful tool to this shopper but too many options and choices only make the situation worse.  When AI provides a clear winner that is when it is the most helpful tool.  Even if the solution is not perfect, this shopper is often willing to accept recommendation because it feels safer than making their own decision. 

Many shoppers fall into this profile when buying something unfamiliar, high-stakes, or deeply personal, such as new furniture, a special event outfit, or a new piece of technology. They worry about not being dressed properly, being misled, or that other may laugh at their choices, so they wait for an expert or trusted voice to point them in the right direction.

Marketers have to take a careful approach with this shopper, one that is hand holding and thoughtful.  Building a relationship is important to improve their confidence in supporting a brand, product, or trying anything new.  This can come in the form of presenting products both from an influencer and an expert point of view, presenting a new outfit that is styled by other, or sharing examples of how happy those who bought before are once they made the decision.  Push too much and this shopper becomes wary of your motives.  

To be safe, this shopper tends to stick with what they know, repurchasing familiar brands and steering clear of trendy home decor, fashion or even foods unless someone encourages them to do so. Their stubborn streak can surface at times, causing them to delay or avoid decisions altogether, especially when fear of buyer’s remorse creeps in. 

Shopping with others gives this shopper a feeling of securing, offering encouragement and cheering them on, as they come to rely heavily on trusted recommendations to feel comfortable in their final choice. Guided by reassurance, confidence borrowed from others, and a desire to make safe shopping decisions, this buyer just needs a little bit of encouragement to make the deal happen.