The Precise Definition of eight shopper types and the basis for personal services at centers, targeted marketing, and strategic resolutions.
For the first time, ECE has attended a deep research of shopper types representative for all of Germany that permits a precise segmentation of different customer groups, each according to their typical characteristics. It is the first and the largest analysis in Germany regarding scope with a general proposition: The study conducted in cooperation with the research institute Kantar TNS based on the results of more than 3,000 qualitative in-depth interviews. It follows a “hybrid” approach that mixes demographic information with specifications on the shopping behavior and correlates both using highly complex algorithms. Thus, the study includes many shopping features, and the effects are more definite and conclusive than any previous definition of shopper types that based on factors such as income and age, which often leads to imprecise conclusions.
The results from the shopping type study form the basis for this approach: Eight shopper types in total discovered. They are described precisely by characteristics such as shopping behavior, personal purpose, shopping preferences, age, gender, the size of household, and income. The results also give significant findings for individual centers as the typologies connected with geographical data based on zip codes into customer surveys. This helps to generate projections and recommended plans of action for specific centers.
