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Jan 26, 20214 min read

Five new types of shoppers and how to engage them in 2021.

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by Klarna

Based on research from a global consumer survey, Klarna has identified five distinct shopping cohorts who will dominate the market in 2021.

To drive business growth and stay relevant, retailers must understand their customers—who they are, what they want, and what they need—and adjust their shopping experiences accordingly. However, given the widespread industry disruption and shift in consumer behavior in 2020, understanding shopper preferences this year may feel like a dubious task.

Not to worry! Klarna has uncovered five types of shoppers who should be on your radar this year, along with tips and tricks to retain them.

1. The Here and Nows

Here and Nows enjoy the freedom and independence of steady, well-paid employment. They’re focused on living in the moment, spending what they earn on the things they want. Although they’re aware of current affairs, they’re more tapped into popular culture and spend lots of time on their phones—they browse and find inspiration for purchases on social media, and tend to shop through mobile apps.


To engage them, try:

  • Investing in your e-commerce proposition. More than half of this group is likely to engage with you online, so ensure your website is up to scratch. That means fast loading, plenty of choice and a frictionless experience.
  • Provide inspiring content. Alleviate boredom while browsing with interesting insights and ideas that will inspire these consumers to engage with you.

2. The Savvy Fashionistas

Savvy Fashionistas are employed, but don’t earn as much as they’d like. They’re up to speed on all things popular culture and are active on social media, regularly seeking fashion and beauty inspiration online. They’re always looking for hacks to get them the best products and deals, so they can stay on top of the latest trends without spending beyond their means.


To engage them, try:

  • Banning blanket discounts. Use personalized promotions to draw these shoppers in without starting a sales spiral that could cause a blow to your bottom line.
  • Sharpening your shopping experience. From inspirational content to flexible payment options, wish lists and price drop notifications, incorporate value-add features to enhance their shopping experience.

3. Conscious Consumers

Conscious Consumers are less likely than other shoppers to hit life’s traditional milestones. With an activist streak that keeps them curious, they’re more likely to work for a company that aligns with their morals and beliefs. This extends into how (and what) they shop: Conscious Consumers prioritize values over value and longevity over fashionability.


To engage them, try:

  • Celebrating sustainability. From deliveries and returns to ESG, consider your contribution to the wider world. Remember, actions speak louder than words.
  • Operating consistently. Be clear about what you stand for and act on it consistently to earn the valuable trust of this shopper and keep them coming back.
  • Building a website that can inform and perform. Conscious Consumers rely on websites more than any other shopper for inspiration and information, so make sure yours is carefully considered and easy to navigate.

4. Family Firsts

Family Firsts prioritize their family and home life over themselves. They’re up to date on current affairs and, somewhat passively, follow mainstream culture and lifestyle, occasionally following influencers on social media that they feel align with their interests. Their busy life makes online shopping invaluable, however, they will sometimes leave items in baskets due to interruptions.


To engage them, try:

  • Offering a seamless omnichannel experience. These time-starved shoppers expect to shop on their own terms, which is why offering a frictionless, flexible e-commerce and in-store experience will go a long way.
  • Prioritizing discoverability. Family Firsts are more open to trying new brands than any other type of shopper. Retailers must capitalize on this opportunity to inspire and introduce themselves in a digital setting—perhaps through personalized outfit recommendations, unique offers and inspiration.

5. Aspirational Achievers

Last, but certainly not least(!), Aspirational Achievers are financially comfortable enough to enjoy a good life. Quality is important to them and they like to be well informed before making purchasing decisions, which is why they are loyal to the brands they love. They’re also more likely to invest in premium products and status pieces than other shoppers.


To engage them, try:

  • Investing in customer relationships. Capitalize on this shopper’s propensity towards greater loyalty by making them feel special and valued, and giving them reasons to come back to you.
  • Refreshing your in-store offering. Aspirational Achievers crave the high-touch experience offered in a brick-and-mortar setting, so invest in new technology and tools to foster a uniquely personalized, but still safe, in-store experience.

These findings are based on Klarna’s latest research report, Clicks and Cliques: Understanding Modern Shoppers. Download the full whitepaper, here.

Get more shoppers who shop more often.

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