However, reaching digital shoppers remains a challenge for many retailers and marketing pros.
To help clients better understand the people to whom they’re marketing, Havas Worldwide divided shoppers into four categories:
Digitally dissociated consumers: These people stick with face-to-face purchasing. They don’t use the internet for shopping, either because they can’t or because they choose not to.
Digitally divided consumers: They regard social media as a separate place that they access from their home or work computers. They shop around and purchase online, and might read reviews or print out coupons for use in stores. However, they don’t use a mobile device while shopping, except to make a phone call.
Digitally experimental consumers: These consumers go online wherever and whenever they feel like it. They are open to new technologies and explore what’s possible. For them, the internet is intriguing and an adventure.
Digitally integrated consumers: They blend online and offline activities throughout their lives without making a conscious distinction between them. Shopping online is part of how they live.