Tailoring trust strategies for different customer groups

The most diverse customer base in history: 4 generations of buyers… Selling requires an understanding of each group’s unique characteristics: 1. Baby Boomers (born 1946-1964) Characteristics: Value face-to-face interaction, loyalty, and quality. Many are financially secure and value stability and reliability in products and services. Strategies: • Trust: Prefer brands they can trust. Highlight long-term benefits, quality, and reliability. • Personalization: Make them feel valued with a personalized approach and don’t rush the process. • Face-to-Face and Phone Communication: They appreciate direct contact. Follow up with phone calls and in-person meetings. • Careful: Information should feel genuine not high-pressure. 2. Generation X (born 1965-1980) Characteristics: Values work-life balance, financial stability, and authenticity. They’re tech-savvy but still value traditional communication. Strategies: • Transparent and Direct: Dislikes flashy or gimmicky tactics. Provide clear, straightforward information. • Convenience: Highlight how your product saves time or simplifies their lives. Gen X is balancing careers and family, so efficiency matters. • Online and Email Communication: Comfortable with digital interactions but still value phone or in-person meetings for larger commitments. • ROI and Value: Financially focused. Explain the long-term benefits and financial gains. 3. Millennials (born 1981-1996) Characteristics: Value experiences, technology, and authenticity. They’re comfortable with online research and rely on peer recommendations. Strategies: • Social Proof: Use testimonials, reviews, and case studies. Millennials trust user-generated content and recommendations. • Experiences and Values: They are more likely to buy from brands that share their values (e.g., sustainability, social impact). • Digital Channels: They’re active on social media. Digital engagement through ads, influencer marketing, and interactive content works. • Options and Customization: They appreciate choices. Allow them to feel involved in the buying process. 4. Generation Z (born 1997-2012) Characteristics: Values authenticity, individualism, and is highly tech-savvy. They’re focused on social issues and tend to prefer experiences over products. Strategies: • Social Media Engagement: They spend a lot of time on platforms like Instagram, TikTok, and Snapchat. Engaging, visually-driven content is essential. • Authentic and Transparent: Gen Z can detect insincerity quickly. Be honest, transparent, and aligned with their values. • Speed and Convenience: They’re used to instant gratification. Streamline the sales process with quick responses and easy transactions. • Values and Purpose: Gen Z choose brands that are socially responsible. • Interactive and Short-Form Content: Capture attention with videos, stories, and engaging content (polls, quizzes, user-generated content).

Personalisation is talked a lot about in commerce, yet I am seeing very few SMB's walk the talk. Personalisation with purpose is key to investing time and resources which are finite in any SMB retailer and I suspect why it is rarely implemented. Segmeting your customers into four key groups is a crucial first step: Loyal customers - repeat, full price shoppers Discount customers - repeat, discount shoppers First time customers - single purchase shoppers At risk customers - haven't purchased in 6 months (adjust time frame to your average repurchase rate time period) Now build a strategy accordingly: Loyal customers - exclusive first to know when new product drops (don't scream sale to them) Discount customers - first to know when you go on sale First time customers - serve them the products second time customers purchase At risk customers - send them a really hot offer to see if you can entice them back, maybe even ask them why they haven't shopped again with you? How does a retailer "one up this", look at patterns in what your customer groups buy. A great example of this is a strategy we rolled out with a footwear brand which I shared with the Klaviyo team in Sydney this week... Before going on sale, segment your slow moving or end of season products into sizes. Build custom landing pages (this can be down using search filters as well) showing the styles and products in that customer groups size. You may just be blown away too that you end up selling through all your slow moving or end of season products at full price. A simple strategy targeting niche customer size groups with styles in their size will not just drive revenue and profit, but loyalty too. These customers likely struggle to find their size more often than not! How often have you gone to a store and found what you wanted was not available in your size... 🙄 What's your top tip for tackling personalisation?

🎯 Mastering Customer Types: In Short All customers are not the same. Each comes with their own behaviors, expectations & reasons for buying. Recognizing different types of customers helps teams sell smarter, serve better & build long term loyalty. Below listed some of the main customer types: 🏅 1. Loyal Customer: A customer who buys regularly & consistently prefers your product/service over competitors. Behavior: - Returns frequently - Recommends your brand to others - Forgives minor service issues due to trust Engagement Tip: - Treat them as VIPs with loyalty rewards - Keep communication personal & regular - Use their feedback for improvement ⚡ 2. Impulsive Customer: A spontaneous buyer who makes quick decisions without much planning or research. Behavior: - Purchases emotionally, not logically - Responds to visual triggers - Influenced by urgency or attractive offers Engagement Tip: - Use time-sensitive deals - Create eye catching packaging or displays - Make checkout or deal process fast & easy 💸 3. Price Sensitive Customer/Discount Customer: A buyer mainly motivated by low prices & value for money deals. Behavior: - Frequently compares prices - Switches brands for a better deal - Waits for promotions before buying Engagement Tip: - Emphasize value bundles, loyalty discounts - Show cost benefit clearly 🧰 4. Need Based Customer: A practical buyer who purchases only to meet a specific, immediate need. Behavior: - Typically planned purchases - Chooses function over form - Avoids extra features or upselling Engagement Tip: - Directly ask needs - Focus on utility and availability 🧠 5. Pragmatic Customer: A rational & logical buyer who relies on facts & performance. Behavior: - Takes time to evaluate - Ignores hype or emotion - Values efficiency, durability & ROI Engagement Tip: - Present data or performance metrics - Avoid exaggerated claims & be clear - Offer satisfaction guarantees ✨ 6. New Customer: A first time buyer unfamiliar with your product/service. Behavior: - Curious but cautious - May have many questions - Forms a lasting impression Engagement Tip: - Make onboarding simple - Provide clear product info & next steps - Offer first-time buyer deals & follow up for feedback 😠 7. Complaining/Dissatisfied Customer: A previously unhappy customer who expresses frustration or dissatisfaction. Behavior: - May complain publicly or privately - Feels let down by product or service Engagement Tip: - Listen actively & respond quickly - Apologize and fix the issue transparently - Follow up to restore trust ❤️ 8. Emotional Customer: A buyer who makes decisions based on feeling or identity. Behavior: - Drawn to stories, visuals & branding - Connects emotionally with the product Engagement Tip: - Use emotional marketing & storytelling - Focus on lifestyle benefits - Ensure product delivery