Digital Signage Can Target Consumer Types

By Trisha Leon, contributing writer

Before dynamic advertising, retailers used a “one-size-fits-all” approach to buyers. But according to Industry Weapon, shoppers have distinct buying habits and will not all respond to any particular marketing strategy. They can be divided into four major categories:

• Competitive
• Spontaneous
• Methodical
• Humanistic

These different types of shoppers are attracted to vastly different types of advertising. While, for instance, the competitive shopper may be drawn to the latest product and be pulled in by marketing that emphasizes it as the “Newest,” this type of advertising will deter the methodical shopper who compares products, seeking. The spontaneous shopper will be inclined to purchase products that look interesting on impulse, while the humanistic shopper will read reviews and seek advice from friends before buying.

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