The Loyal Shopper
When you just like with you like!
The Loyal Shopper knows exactly what they like and prefers to go directly to it. They are very familiar with the search bar and know how to apply the filters to get there quickly. They are very brand and product loyal and it can be very hard to get them to try something new. Like a pup who sees a bone, this shopper moves with purpose, determined to find the desired item without delay and uninterested in distractions along the way.
They are often the first to grab the latest smart collar, their favorite treats, and to rebuy the same 'indestructible' dog toy. They shop with intention rather than frequency, but when something captures their interest, they want it immediately. They tend to shop alone and move quickly, often bypassing everything else on the page in favor of the single product they came for.
The loyal shoppers are willing to pre-order, wait in line to be one of the first to buy, and will take the journey required to find that perfect item. Budget is not the first thing on the minds of a loyal shopper, they are focused on being first, having the latest technology, and surrounding themselves with what they like.
Most e-commerce sites are suited to the likes of a loyal shopper who immediately searches for what they want to buy, in fact they are likely to have their favorite items on automatic ship. This shopper might be considered single-minded and shop for one product at a time. Advanced search bars, filtering tools, and quick navigation paths speak their language, letting them zero in on a desired product rather quickly. This shopper is the biggest fan of free and overnight shipping, allowing them to get what they want quicker.
Diehard brand loyalists, they rarely sway to buy alternatives, and keep up with all updates pertaining to 'their' brands. Changing their mind is difficult, and price is usually secondary to the satisfaction of owning exactly what they want. Speed to shop, speed to transact, and speed to re-order make this shopper happy.
Loyalty programs, automatic shipping options, and pre-order technology speaks to this shopper and is a great way to gain their attention. Offering them something unique that is brand specific such as a free t-shirt, bonus item, or limited quantity makes them feel special and part of the pack.
This shopper appreciate a straightforward shopping journey with no frills, no flying monkeys, and no attempts to convince them they want something different. They know what they want, trust the brands they love, and take pride in getting their hands on the item first.
ExplorE More Online Shopper Profiles
At The Unforgettable Group (TUG), we believe understanding how people shop online begins with recognizing that every shopper approaches the journey differently. Some lead with research, others with emotion, some crave guidance, and others simply want to get in and get out. These tendencies form what we call the Online Shopper Profiles, a set of relatable patterns developed by TUG to help explain why shoppers behave the way they do in a digital world that can feel overwhelming, cluttered, or unclear. Each profile reflects a distinct way of navigating the online marketplace, shaped by personality, confidence level, shopping goals, past experiences, and even the tools they trust. Together, they provide a clearer picture of how shoppers make decisions and how the online shopping journey can better support them.
Get ready to explore the origins of these profiles and how they connect to the Yellow Brick Road metaphor, you can start with our full introduction here.