MT EXPERT: How to target Super Shoppers

Super Shoppers make up 18% of consumers but account for 70% of retail spend. eBay's Tanya Lawler explains how brands can target this group (credit card companies, stay back).

by Tanya Lawler
Last Updated: 04 Apr 2014

Led by mobile, a commerce revolution is under way. How we shop has transformed, creating a powerful new type of consumer: the ‘Super Shopper’.
 
Findings from a new major Deloitte study, commissioned by eBay, shows these spend-happy consumers make up 18% of shoppers, but account for up to 70% of total UK retail spend: over £200bn in 2013.
 
Predominantly 25-44, working and in the AB social grade, these men and women aren’t constrained by geography or store opening hours: they shop anywhere, anytime, in ways which suit their busy lives. For them, shopping is less about location and more about engagement as their shopping blurs between offline and online.

How to identify a super shopper

1. They're Busy. Super Shoppers benefit decide when and where they shop, through features like stock checking and click and collect, and brands’ mobile and social media offers

2. They're savvy. They are 30% more likely to do their research online before visiting a store - the value of these purchases can be up to 50% more than those purchased through a single channel
 
3. They're mobile. They are also almost twice as likely to shop on a smartphone or tablet comparing prices and browsing online ranges, whilst perusing in store

Our shopping list for attracting high-value consumers

Great retailers and brands are led by their customers and respond to new shopping behaviours. Here’s how to ensnare a Super Shopper:

  • Lots of channels - Retail combines the best of online with the best of offline through a multi-channel approach – the combination of stores, websites, apps, catalogues, marketplaces, call centres, click and collect, home delivery and social media. This is crucial – when making purchases of over £100, 63% of shoppers use multiple shopping channels to help inform their decisions or checkout
  • Consistency – Think about how technology can support the in-store experience, so no matter which channel the shopper uses to start and finish a shopping journey there is consistency. Mobile is the glue that brings these online and offline experiences together – it’s bringing the online world into the store to enhance the experience for the customer
  • Look abroad – Cross-border trade is growing fast as the take-up of online sales is being rapidly embraced. Last year a PayPal study found online trade between the six largest markets worldwide is already estimated to be worth $100bn annually, and this figure is predicted to triple by 2018
  • Maximise incremental sales – Online can complement high street sales. Our research shows that of the leading retailers who sell across multiple channels, over 95 per cent of non-store in the UK were additional to high street sales. That means that for every £100 spent with these retailers beyond the store, only £5 would have been spent in their high street shops.

There’s a Super Shopper in all of us

Essentially, there is a bit of the Super Shopper in everyone. We are all living busy lives and all want convenience, speed and choice. Customers are in the driving seat and pushing retailers for ever higher standards of service and greater convenience. They fully expect store and online channels to be joined up and have little patience if they aren’t. Harry Selfridge supposedly coined the phrase ‘the customer’s always right’. This mantra and the principle behind it still apply now – especially in the case of the Super Shopper.
 
 - Tanya Lawler is vice president of eBay in the UK

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