Trends Report

Segmenting Buyers: Introducing Super Buyers, Connected Traditionalists, And Traditionalists

A Technographics® Data Essentials Report

August 2nd, 2012
With contributors:
Reineke Reitsma , Ryan Morrill

Summary

For US consumers, the shopping experience has moved beyond the in-store experience and involves multiple other channels. Online shopping now accounts for a significant part of consumers' wallet share — US online retail sales exceeded $200 billion in 2011 and are expected to grow another 12% in 2012. While many people use the Internet to complete their transactions, the purchase process isn't the end of the road: Consumers connect with brands throughout the customer life cycle — they engage, discover, explore, and buy using a variety of channels. This report examines how three distinct retail segments of US online consumers — Super Buyers, Connected Traditionalists, and Traditionalists — leverage various channels for their shopping needs and explains how companies can best engage with each segment.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.