Shopper Profiles and their Impact on Photography Marketing- stick around for an unexpected twist at the end!
Image by: @annadziubinska
Shopping profiles are ways to segment how people buy. They stem from a multitude of elements that can shift based on what the shopping item or service is. Shopper profiles are rooted in personal values, belief systems, identity desires and utility or usability.
While there many profiles floating out on the Internet, these are ones that I have created based on my own career experience, my background in Psychology and my observations from other photographers reporting their experiences in forums and groups. They approximate some of the others online, but then I also have an interesting revelation at the end and marketing insights for photographers.
The Frugal Shopper
This is the best value shopper. We often equate frugality with being cheap, but this profile isn’t necessarily looking to spend the lowest amount. Rather they seek the best or most optimized value amount for quality, longevity and extended utility of items. Someone in this category might invest in wardrobe pieces that are expensive yet classic and timeless and that won't go out of style. Then they take great care of these items so that they last a long time.
The Cheapskate or Price-Shopper
Value is not as important as lowest price, although this category may try to negotiate to get better quality for as low a price as possible. What truly defines this profile is the willingness to take a hit on quality to save money. Someone in this category might buy off-brand food products for the savings and sacrifice a little bit of taste and quality.
The Value Lifestyle Shopper
This profile will spend where they believe value is important or that a purchase fits with their value system. They will stretch the budget when more information is provided on added personal value and some contribution to lifestyle pleasure and identity. Someone in this category might upgrade to get added safety features on their car because they have young children or upgrade because they want the nicer sound system and the heated seats.
The Best in Class Shopper
This shopper wants what they want and will spend to get it, or splurge for a boost and deserved treat. They concern themselves less with price and more with image and identity - wanting to show they have top-of-the-line items. They also enjoy having the best and don't need or want to spend time DIY-ing things when they can pay to have them done. Someone in this category may fly first class, book only 4 star and higher hotels or eat in the best restaurants.
The big reveal: We are not one profile or the other. We are all profiles depending on the buying situation
Might you recognize that you might be one of these shoppers at different times? While these profile categories may be helpful when defining our ideal clients, recognize that these are internal characteristics that influence our buying decisions depending on what we are buying. It’s not a permanent label but a fluid approach that’s activated on a case-by-case basis. How does this look? Let’s take me as the example:
I am frugal
I have owned the same black cocktail dress for many years and it's classic and suited to many events. It wasn’t the cheapest dress but the best value to keep long-term and versatile to be dressed-up or dressed-down. I don’t wish to own more than one because I just don’t have that many occasions needing a black cocktail dress and I don’t need to replace it because it doesn’t go out of style.
I am a cheapskate
I often buy no-name Ibuprofen and Acetaminophen and will buy whatever is on sale. I buy cheap sunglasses because I just don’t care about brand names when it comes to fashion eye wear. I don’t have to worry if I lose or break them them because I spent so little.
I am a value lifestyle shopper
I am very picky about my bag/purse. I will not buy the lowest priced bag because they don’t hold up to my heavy use (I’m a dance mom and that bag does triple duty, I travel a fair amount and I’m the family mule lol) and I’m not looking for frugal longevity either because I like to update my bag when styles change or when I find a gem that’s perfect for my needs and heavy use. I’ll spend more money for a bag that checks all the boxes.
I am the Best-in-Class Shopper
When we renovated our kitchen last year, I splurged on a dining table that I fell in love with. I've had a dining table dream for a long time, being frugal and owning my parent's old dining table for most of my adult life. It was worth it to invest in table that would be the focal point and statement piece in my open concept space, and in future become a piece to pass to my daughter someday.
How to use this information for marketing for photographers
A profile is triggered based on what we are buying, and how much we know, perceive or believe about it. As I mentioned, our buying behaviour is influenced by our values, belief systems, desired image and utility. Naturally, our profile will shift when these elements shift. If something falls outside of my value system then I might become the cheapskate, and when something has opportunity to bolster my image, I might become the best in class!
When we build our photography ideal client profile, we use the characteristics of the three that would be best fit for us: Frugal (images as an investment), Value Lifestyle (images as a statement or enhancement), or Best in Class (images that represent the top of the line) and avoid the cheapskates/ prices shoppers. But knowing there is a cheapskate in all of us and that we may oscillate between being frugal and being a big spender, our marketing should be tailored to trigger or to bring forth the shopper profile we desire and that strategically benefits our business while still serving the client. While you might want to discard the price-shopper altogether, you can use all, none or something in between and it can shift based on your offers and brand:
Your mini or themed session campaign may trigger a cheapskate due to lower price but you can awaken the value lifestyle shopper in them for upsells
Advertising a high quality, archival quality album can trigger a frugal shopper as a sound and long-lasting investment, over a product that will fade or degrade and need replacing
Having an inspirational Instagram feed or Pinterest board can trigger the value lifestyle shopper where clients want to look amazing in a session and be the envy of their friends and also be grateful for beautiful imagery that captures their family
Having an over-the-top photography package can trigger the best-in-class shopper who wants to have it all
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