THE UNFORGETTABLE GROUP (TUG)

Dorothee, the 'Dorothy Style Shopper' embraces the social side of shopping, enjoying the experience with friends and shopping often. Never missing much, this shopper wants to see everything and knows what is new without being told. Focused a bit more on what is trendy and less on what is a necessity. Once the shopper who returned from a day of shopping with shopping filled shopping bags, now this online shopper waits for boxes to arrive at their front door. This shopper loves to style and create, looking for pieces of an outfit to create their own fashion look and does the same with home decor accessories always keeping things updated. Not afraid of a good bargain, but willing to pay for value if they love it. Their creative side often shows encouraging them to make changes, embark on a DIY project, or help others to shop. Dorothee shoppers have transitioned into influencers, sharing their latest finds, shopping tips, and their online shopping experience. While not all Dorothee shoppers run to their camera to share, they often take images of their food, video unboxing their latest find, or message others to share their newest outfit. This online shopper profile is best described as the 'Social Shopper.'  

The 'Toto Style Shopper' embodies the focused shopper with a single-minded approach. Toto shoppers know precisely what they want and seek to find it without delay. This shopper profile is happy with the current state of e-commerce with advanced search and filtering to quickly refine their search. While most online retail websites are focused on helping this pup shopper dash straight for its ball, then its bone, and then its food, shopping for one item at a time. This shopper is happy zeroing in on a desired product, ignoring all else. While they can become a little obsessed with being the first to have the newest smartphone, they are a diehard brand supporter, and changing their mind is rarely successful. Price is often not an issue; they want what they want when they want it. This shopper does not need much to make them happy and what they do have they cherish. This shopper is very brand loyal and will pay the price for what they want to buy. This online shopper profile is best described as the 'Loyal Shopper.'

The brain comes first for Hutch, with Straw right by their side, the 'Scarecrow Style Shopper' relies little on their gut, leaning on research, reviews, and recommendations. This shopper generally has an idea of what they want before they buy but take a deep dive before making the purchase. They want to know every option, extra options, and price to value ratio, with shipping costs factored in of course. They will ask for plenty of expert opinions, go to brand websites, even visit local shops to find out more, but in the end, they will make the final choice based on an all the information they gather. This shopper may have once gone back to the store half a dozen times to find out just a bit more before making a purchase and can now do this online. Most online shoppers enter this profile when making large purchases, but some shoppers do this for every purchase, making buying a pair of jeans a project. This shopper is often on a mission and enjoys a good treasure hunt, is willing to track down an antique car part, or invest in a new hobby. Shopping alone or quietly, Hutch might bring Straw along for the ride but doesn't like distractions and rarely tells anyone what they purchased. This online shopper profile can best be described as the 'Research Shopper.'

'Tin Man Shoppers' buy with heart, making most of their buying choices based on emotion over logic. When Tin falls in love with an outfit the result is a purchase, after reading a heart-felt blog clicks to make a purchase or is elated when the find the perfect gift for someone. They shop for themselves, but they prefer to shop for others. When emotion is triggered, this shopper is persuaded to make a quick buying decision. This shopper does not miss a holiday, special event, and shows up to the party with a huge gift basket filled with all the right things and loves to find items that have special meaning and enjoy a stroll through an antique store, eBay, or Facebook Marketplace. Once this shopper is convinced, they are sold. Unlike the social shopper, Tin enjoys shopping alone and does not tell others about purchases unless they are giving a gift. While emotion plays a huge part in this shopping profile, this shopper also 'does the right thing' when it comes to making purchases, whether that is adding to their closet the right clothes for the job, fill with cabinet with a pan for every recipe, or order air filters before they are needed. Tin is enticed to buy the latest gadget, try a new ingredient, and tried to always follow the rules. They often buy in the in the heat of the moment without much thought. Not always brand loyal, this shopper is product loyal and will buy the same pair of comfortable socks every time. This online shopper profile is best described as an 'Emotion Shopper.'

Lyon does not have time to do all the research, try out each model, or read the reviews, the 'Lion Style Shopper' just needs a little courage. Experts often encourage their purchases, or they want someone other than themselves to tell them what to do. This online shopper often asks 'what should I do? and hesitates to buy anything without an endorsement from an experts or authoritative figures. AI has become this shopper's new best friend, doing the research for them and coming up with the best solution, even if it is not the right solution, they go with it. They seek validation or instruction from trusted sources, fearing they will be misled or will have to face too many unpredictable choices. Most shoppers enter this style when we have to buy this season's swimsuit, decide if they should repair or replace an item, or when they embark on something new, they have never tied. They are slow to click buy now, rarely making a purchase without someone encouraging them to do so. This shopper tends to stick with what they know, rebuying what they are comfortable with and are unwilling to try new things. When encouraged may be willing to buy, but their stubborn side often shines through, stopping them from making a purchase or trying something new. Trying to fix buyer's remorse before they make a purchase, they love when "Dorothy" shops with them, encouraging them along the way. This online shopper is best described as the 'Encouraged (need a better word) Shopper.'

Oh Glinda, the ‘Good Witch Style Shopper’ loves to make everyone's wishes would come true and spares no expense when shopping. Not necessarily social, this shopper just enjoys shopping. This shopper buys everything they need, everything everyone else needs, and a little extra, just in case. Shopping is a hobby, and they are good at it. They go all out not matter what they are shopping for and cover all of their bases. They buy from sites and brands they trust, without the worry of following trends, they set their own. This shopper often welcomes a personal shopper, works with an interior designer, or subscribes to their favorite brands with no questions asked. This shopper is busy and does not have time to do much research but loves the art of the buy and enjoys buying for themselves and others. This shopper rarely returns anything, even if they buy three pairs of shoes to see which one they like best, they will donate them before taking the time to return them. They also do all their shopping at one time, getting their thrill until it is time to do it again. This online shopper is best described as the 'Seasoned Shopper,' making it look easy.

I know it is hard to believe, but there are some shoppers who actually hate to shop and Theda, 'The Wicked Witch Shopper' represents those shoppers. While the world revolves around buying or trading, it is not an option to simply not buy anything, this shopper simply does not enjoy the process.  They are often vocal about their disdain for shopping and engage in the act only when it is a necessity, whether for themselves or others. This shopper aims to complete the shopping task as swiftly as possible, preferring a no-fuss experience, though they might benefit from guidance. They get frustrated easily and really do not the flying monkeys and games that comes with online shopping.  They do however often go on a shopping spree, buying a year's worth of clothing at one time, stocking up on necessities, or buying three pairs of the same shoes if they fit well. We all fall into this shopping style when we have to buy things we don't want to like such as a swimsuit, work boots, or basics.  We often neglect to purchase new items that fall into these categories, focusing on buying new and shiny things. Many minimalists tend to come across as hating to shop, but in fact they are steadfast in their lifestyle, only buying what they need.  This shopper does not mind allowing someone else to shop for them and is steadfast on their disdain for shopping. This online shopper is best described as 'Minimalist Shopper.'

While many online shoppers have a standout profile, many shoppers simply shop out of necessity or shop with the 'Munchkin Shopper Style.'  This shopper often fills the cart with everything they see and ends up removing the items from the cart.  Every shopper is in this shopping mode when buying weekly groceries, making a Christmas wish list, or picking out school supplies. Shoppers of all ages who want one of everything also fit into this category.  This shopper often has a cart full of items tagged 'save for later' and their emails are filled with follow up e-mails encouraging them to buy with a discount code.  This shopper may indulge in a few extra treats, but they remain focused on their essential list and follow their budget, but enjoys the task of shopping, just does not have the budget to support their habit.  This bargain shopper will react to Black Friday Specials, Amazon Days, and clipping a coupon.  This online shopper is best described as 'Traditional Shopper.'