3 shopper mindsets

I’m preparing for a keynote to a retail group in a couple of weeks, so I’ve been thinking about how they can better engage with in-store shoppers.

As I see it, there are three shopper mindsets that vary according to task orientation: 

• Lasers, 
• Lanterns and 
• Lava Lamps. 

I’m using light as the metaphor to represent how diffused their focus is.

At one end of the task orientation scale, Lasers are laser focussed on what they need to buy. They want to get in and get out, so don’t get in their way while they’re doing so! 

🧩 Your role as the retailer is to make it as easy as possible for them to achieve their goal and not try to upsell or cross-sell UNLESS it makes obvious sense to their objective. They're motivated by convenience and urgency, so now’s not the time for small talk. Price won’t be their primary concern; efficacy will.

At the other end, Lava Lamps are shoppers who are there for the experience. They may not buy anything, but that’s not the point for them. They’re there for the stimulation a shopping trip provides. 

🧩Your role is to attract them with experiential opportunities to build a habit of visiting your store.

In the middle, Lanterns are shoppers who may have a task in mind but are open to other things. Like me, they might go to Bunnings for a hose and come home with a shelving kit for the garage and three new plants. 

🧩 Your role here is to expand their basket. How? Complementary product ranging and recommendations, creative product displays and pricing deals that are hard to ignore.   

 Do these mindsets resonate with you? Have you seen Lasers, Lanterns and Lava Lamps in the wild?