Details the 5 types of buyers that online retailers should have on their radar and know how to interact with when the time comes.

1. T H E
5
O N L I N E
PERSONAS

2. According to MasterCard, the 5
personas that are applicable to
segments of marketing,
merchandising, and risk management
are not differentiated based off of the
expected age, income, and geography
demographics. But instead, in terms of
online behavior.

3. P
A S S I V E
U
S E R S
Shopping online is of little value to passive users
They may use social media less than others
They may not realize why their personal information could be of
use to marketers
Their lack of interest in in the online world
makes them the idea customer segment for
traditional marketing (I.E. newspapers
ads that encourage online shopping)

4. PROACTIVE
PROTECTORS
Proactive protectors will share information only when they know
what it will be used for
Such users are normally not interested in newsletters,
membership of clubs, or trading in personal information for
special offers or discounts
The best way to reach such customers is
through making your shopping process
quick with no-strings-attached. Keep in
mind, this is an important group to connect
with overtime.

5. S
O L E L Y
S
H O P P E R S
Solely shoppers are dependent on the internet for their
shopping needs
90% of their shoppers research a product online before making
a purchase
Most are unaware of how marketers use their information to
personalize & retarget messages
Personalization, whether it be through
price or retargeting is a method likely to
work well with such shoppers

6. O
P E N
S
H A R E R S
Such shoppers are progressive both in their mobile & social
attributes, showing open behavior in both cases
Open sharers genuinely believe shopping online saves them time
& money
They are happy to share personal information in order to get
deals
The grab the attention of these shoppers,
consider partaking in mobile marketing,
special offers, & e-mail marketing

7. SIMPLY
INTERACTORS
Heavy social media users
80% of simply interactors will surf the web for product reviews
before committing to making a purchase
63% of these people still prefer to shop in a physical store
This is the perfect group to test your out
your content marketing &Facebook,
Twitter, Instagram (etc.) interaction skills
on.