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How to understand the eCommerce audience

How to understand the eCommerce audience
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The target audience is a group of people who are existing and potential consumers of the goods. As a rule, they are united by common interests. For example, the target audience of an auto parts store is people who own a car, mostly, men. All of them are interested in transport being constantly on the move and, therefore, they are buying car spare parts. For the store of children’s goods, these are young parents who need toys, products, and educational materials for the child. They love their children, spend money on them, and care about the safety of the baby. The primary target audience of the online store is those who already know about it and make purchases. And there are those who are interested in your product and theoretically ready to make orders. To do this, you need to tell them about your business – advertise it via an e-commerce marketing platform.

Key features:

  • sex
  • age
  • place of residence
  • solvency
  • living conditions
  • social status
  • education
  • interests and needs
  • manner of conducting.

Buying activity depends on each of these factors for each industry. For example, the store of children’s goods will focus on young women of 25-30 years, of average income. We will not repeat the platitudes about “men from Mars, women are from Venus”. We are different and this is an indisputable fact. How can this knowledge help online store sales? Men perceive information, women perceive emotions. All these detailed characteristics & multi-page instructions are invented mainly for men: 79 percent of women do not open them. Why? “Oh, I don’t understand anything, so I’ll buy it and then, figure it out,” says the usual customer. What feelings will cause the possession of the purchase is another matter. Something similar happens with the perception of the external component of the site. Design, visual range, and appeal to clients are essential for Women. The logic, and structured information is for men. Based on this, M and F decide to stay on this site or search for another in a different way.

Women are the main buyers in online stores.

Ordering products, and purchasing clothes is on their shoulders, for them, their men, family, and home. Men are aimed at more extensive and more expensive purchases, where there is a need to make a serious financial decision. Therefore, if you sell expensive things, focus on men, give rational information, explain all the pros and cons of the product, and clearly show how it works. As a rule, men are only interested in their opinions, so they carefully study the information, draw conclusions and then buy (or not). For women, shopping is a pleasure. For men, it is a must-do.

What a man does if he has a hole in the sweater?

That’s right: he goes to the store (whether it is offline or online) and buys a new one. What a woman does in this case? She also goes to the store and starts to look at the goods. And she can order a dozen of entirely different things and completely forget about the sweater. This is because the buying process is a harsh necessity for a man. And is entertainment for a woman, the ability to pamper herself, to do something pleasant. Buying even a cute little thing really cheers up a lady. Conclusion: men like functionality and practical benefits. Women are delighted with a wide range and sometimes just want to wander around the store, trying on things they like.

How to sell:

  • Don’t lie. Speak honestly and directly about all the advantages and disadvantages of the product, the country of origin, and the characteristics of use. It would be better if you tell everything in advance: adults do not like unpleasant surprises. Adolescents and young people are unlikely to complain about bad quality. Elderly people prefer to tolerate and not get involved. Middle-aged people can go on principle and punish the careless seller.
  • Give a choice. A sophisticated target audience knows what it wants and has the resources to buy it.
  • Stay connected. It is easier for an adult not to resort to trying many points of online shopping but to stop at one store to buy. It is familiar, practical, and convenient, which reduces the time to choose. It is in your power to do so in order to keep the buyer and become his or her good friend.

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