I needed a new backpack and knew that I had several choices. I could drive 15 minutes to see a limited selection in a few different retail stores, or I could go online to Amazon and view hundreds of options, searchable by price, brand, size, quality, popularity, color, purpose, etc. I could read real consumer’s reviews of their purchase. With a busy week, and little free time to waste in poorly merchandised stores, I chose to click from the comfort of my sofa.
A day later, my new backpack arrived at my front door.
I’m a convenience shopper who hates retail shopping experiences. If I never entered a physical store again to buy clothes, shoes, stuff – I’d be thrilled. The only exception is shopping for food – I find that experience relaxing and enjoyable.
Some people are extremely particular and would have to spend hours making a purchase. They’d try on several backpacks, maybe even fill it with their stuff and wear it around at home to make sure they love it.
People who buy things like backpack are driven by different motivation and are part of different segments.
Shopping and retail in general, has lost its fun and humanity. Stores like Toy R Us are out of business because they forgot what business they are in bringing experiences to consumers. They could have made Toys R Us the place for parents and kids to have all of these wonderful experiences at retail. Instead, they just sold stuff on shelves without anyone to help you in store.
And, as I age, I have lost my patience for limited stock, poorly trained staff and the hassle of wasting an hour on a treasure hunt. When it comes to shopping, I fit squarely in a market segment where convenience drives my actions.
Market Segments and Your Brand
Of course, markets are made up of segments. Some people enjoy shopping in stores because it is like sport. Some friends mix in-person and online shopping to fit their needs. There isn’t a one-size fit all to buying and markets are made up of multiple segments.
How do your customers buy from you?
If you sell products to consumers, do they feel part of your community with your special handshake and special offers? Or, do they experience your product as blending into the category – one of many, undifferentiated, not a reflection of something deeper and more personal? All the people who buy backpacks aren’t in the same market segment.
- Some shoppers engage with brands, communities, and personalities.
- Some shoppers are convenience-focused and don’t care about the brand, but want something that fit for need, serves a purpose. They want to buy something quickly and easily.
- Some shoppers are all-in exploring, researching and spending hours on decisions over the right pair of shoes, the perfect blazer or the best and most reliable brand of shoelaces.
- Some shoppers float between segments based on occasion, categories or moods. They don’t fit in one segment for every product they buy.
Understanding what segment within your category you are trying to serve matters. Unless you know and get them, and they get you, your marketing efforts will rarely succeed.
What segment, within your category, are you trying to serve?
Do you need helping with market segmentation? You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by David Pisnoy on Unsplash
