sort by

Profiling Customers Based On Their Emotional Profile

Oct 07, 2008   |   Peter Andres Recommended for:   Marketing, Ecommerce, Tasting Room & Hospitality
Customer Profile Customer Profile

You can profile your customers in a couple of ways. For this post I am going to talk about how customers make buying decisions based on their emotional profile. There are 4 basic types of customers out there: competitive, spontaneous, methodical, and humanistic. There is lots of good info out there on these types of customers, but here are the highlights.

customer-profile.jpg

1. Competitive Types

These guys love to be first. They respond really well when you highlight new wine releases or best sellers. They will probably be wine club members and if they are big fans of your winery or store will subscribe to your newsletter so they can be “first-in-the-know”.

Competitive customers are skimmers. They want to see some wine specs and a brief description without drilling down. Details aren’t as important as being the first.

For the competitive customers you want to make sure your site has featured wines and good summary information. You may also want to have some exclusive offers in your wine club to give this type of customer the edge they look for in the products they buy.

2. Spontaneous Types

Spontaneous customers are more interested in sales and coupons. They will respond to emotional hooks like limited stock, time sensitive offers, and overnight shipping.

These customers also respond well to customer reviews and ratings. Show how many reviews there are and how each wine or gift ranks. This will help to build trust in your wine.

3. Methodical Types

Just like you would imagine the methodical shopper will do as much research as possible before taking the plunge. They will read everything on a product and want more. In depth wine descriptions, tasting notes, and technical details are going to be very important.

Ratings by trusted sources and even video are going to score big points.
On the flip side impulse tactics like limited time offers can back fire for this customer. The could become sceptical and want to see the fine print.

4. Humanistic Types

This type of customer is swayed by peer opinion. What other say will weigh heavily on their decision to buy or not. They will like to dwell on the purchase and make sure they are making the right choices. These are the kinds of customers that will want to call in and talk to someone at the winery or use live chat support.

Humanistic types also are influenced by customer reviews and ratings and will really appreciate a link to call for advice or for buying options which could be accompanied by a welcoming photo.

Resources:
http://www.getelastic.com/persuasive-emails-with-review/
Future Now's Always be Testing Webinar

Find more resources from this category.

Outshinery Club Wine Directpost Header
You’ve Got A Wine Club. How Do You Take It To The Next Level?

Wine Clubs offer strong recurring revenue which is why 75 percent of wineries have one. Here are some great strategies you can implement to help you achieve wine club success.

Wine Club, Marketing, Tasting Room & Hospitality

Facebook News Feed Changes What It Means For Wineries 751X450
Facebook Newsfeed Armageddon and What It Means For Your Winery

What Facebook's changes mean for your winery and what you should do about it.

Marketing

Dtc Wine Symposium Blog 751X450
5 Takeaways from the DTC Wine Symposium

It was another great year at the DTC Wine Symposium. Here are our team's top 5 takeaways!

Wine Club, Marketing, Ecommerce, Industry News