Adventure shoppersĪdventure shoppers seek stimulation and excitement. So accounting for the six hedonic shopping motives, here are some ideas you can employ to engage these shoppers and extend the relationship. With novelty shoppers, you should promise a certain measure of exclusivity, something not everyone has access to already. When an adventure shopper receives your triggered follow-up email, for example, you must convey an exciting shopping experience to come. But when dealing with hedonic shoppers, it’s not quite enough - you’re going to need to get a bit more creative and appeal to these motivations throughout the entire remarketing process. To be successful, marketers must address these motivations on their landing pages. Novelty, for example, means something different to different shoppers. The difference is how these vehicles work. These 6 factors are critical to engaging all shoppers. BizReport states that 80% of online retailers fail to send triggered emails after shopping carts are abandoned. According to MarketingLand, 77% of us prefer to receive our marketing messages by email, and second place isn’t even close.īut marketers are behind the eight-ball. No matter what type of hedonic shopper frequents your website (and bloats your shopping cart abandonment rate), you must be able to stay in contact in order to build the relationship.Įmail is key. Promise hedonic shoppers more of the rich, engaging experiences they desire within your emails.Remarket to hedonic cart abandoners through triggered emails.Get an email address or other means of contact.To extend the engagement - and build a mutually beneficial relationship - you must: So the question now is obvious: How do we engage hedonic shoppers beyond that initial joyride? Extending your engagement with hedonic shoppers Like any potential sales lead, there’s value to capture. Hedonic shoppers can be some of your most valuable customers, so it’s worth putting in the effort to engage them. But no, that doesn’t mean they can’t be converted to customers.Īlthough 70–95% of first-time visitors to a site abandon the page without taking your desired action - a number that includes shopping cart abandoners - that doesn’t mean they’ve given up on the idea.Īnd if you can fulfill their motivations, you will convert them. Yes, hedonic shoppers are likely to abandon on their first visit. Further down, we see that process issues are cited less frequently. Since hedonic abandoners seem to leave carts regardless of price and functionality, what can site owners do to capture value from them? Aren’t they bound to leave no matter what? In both surveys, we see a hedonic motive appear second on the list, with various utilitarian motives near the top. The web is a playground of escapism for hedonic shoppers. And within this playground, websites provide the stimuli they’re looking for. Hedonic shopping and virtual cart abandonment
Hedonic entertainment free#
Online, hedonic shoppers are free to fulfill their motives without the inconvenience, distance barriers, embarrassment and time constraints of traditional brick-and-mortar shopping. Hedonic shopping predates ecommerce, but it’s amplified on the web.Value shopping to gain pleasure from finding deals (though not necessarily acting on them).Role shopping to gain pleasure from buying for others.Idea shopping to stay current with trends.Social shopping to experience pleasure from interacting with others.Adventure shopping for stimulation and excitement.In their 2003 paper, “Hedonic shopping motivations”, Mark Arnold and Kristy Reynolds argue that there are six categories of hedonic shopping: Kind of makes us sound like a pack of lunatics, doesn’t it? There’s actually a more innocent explanation.
The individual is deeply involved in the satisfaction of shopping, and the higher the level of involvement, the greater the level of hedonism experienced by the shopper. Hedonic shopping stirs emotional arousal within us - both physiological and psychological.
It’s derived from the perceived fun or playfulness of shopping experiences.
Hedonic entertainment series#
For these shoppers, purchasing is a problem-solving activity that follows a series of logical steps.Īlternatively, hedonic shopping is driven by our desire for fun, entertainment and satisfaction. Our utilitarian motives for shopping include: meeting our basic needs, finding greater convenience, seeking variety, seeking greater quality of merchandise and searching for better prices. (My dentist recently advised me to “only floss the ones you want to keep.” Good one, dentist). We need clothes, we need food, we need dental floss - and utilitarian motives drive these needs. Utilitarian shopping is all about actual need and function.
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