Have you ever had that friend who always seemed to know the latest popular brands and must-have products and where to find the best deals? Most of us have and probably all wondered how that friend was able to obtain all this information and be what’s coined a “supershopper.”
The good news is that anyone can now be a supershopper. Through a combination of mobile access to vast amounts of inspiration and virtually unlimited information, a new breed of shopper is quickly becoming the norm. These shoppers are willing to try new products and brands in their search for the best and aren’t looking simply during the holidays.
So what defines a supershopper?
- They don’t limit their options.
- They primarily use their smartphone for research about products and brands.
- They are looking for the best product, not necessarily the lowest price.
- They use their smartphone as a way to decide which stores to visit.
- They shop prior to the holidays AND long after.
They don’t limit their options.
Based on research by Google, a majority of holiday shoppers stated that they were open to buying from new retailers, especially online. Although many shoppers have favorite brands, the internet makes it incredibly easy to look at many options and brands they may not have encountered previously. In fact, according to Google, 76 percent of mobile shoppers have reconsidered a retailer or brand after searching for a product on Google.
They primarily use their smartphone for research about products and brands.
Unlike the days when shoppers looked through thick catalogs from companies such as Sears or went directly to brick and mortar store locations to come up with ideas, today’s supershoppers tend to utilize their smartphone to search for ideas before setting foot in a store. As stated in the previous point, they are also discovering new products and brands along the way.
They are looking for the best product, not necessarily the lowest price.
Although there are still a fair amount of shoppers who search for inexpensive gifts, the number of mobile searches for “best gift” has grown at a much higher rate, according to Google. In addition, searches for terms such as “unique gifts” and “cool gifts” have also grown at a very high rate.
They use their smartphone as a way to decide which stores to visit.
It is true that more and more smartphone users are making purchases on their phone, but mobile is still used more to determine what stores to actually visit. According to Google, 76 percent of users who search for an item nearby visit a related business within one day. During 28 percent of these visits, the user ends up making a purchase.
They shop prior to the holidays AND long after.
Unlike normal shoppers who tend to focus most of their online shopping around Black Friday and Cyber Monday, supershoppers continue researching and purchasing through the entire holiday season and long after the season is over.
If you’re a retailer, it is well worth your time to understand supershoppers and start marketing to this segment in a manner that speaks directly to them. If you want to capture this new and exponentially growing group of shoppers, it is critical for your business to adapt.