What kind of shopper are you?: New database tracks consumer habits

What kind of shopper are you?

Canada’s retailers want to find out, and a new database has beencreated to help them tap into the mindset – and habits – of Canadianconsumers.

The database, dubbed eShopper PrizmC2Link, was developed using datafrom an AskingCanadians survey of 20,524 Canadian consumers betweenOctober 2011 and January 2012. An existing Environics Analytics toolthat has identified 66 lifestyle categories was also used to create thedatabase.

“More and more consumers are transacting online and in the mobile spaceand our data provides insights into the behaviours that are drivingthese changes. (This database) will enable retailers and manufacturersto leverage digital technologies and create better experiences fortheir customers,” said Adam Froman, CEO of AskingCanadians and itsToronto parent firm Delvinia, in a news release.

One of the most intriguing things about the database (at least when onelooks at the press release) may be some of the names given to theshopper profile categories. Here are some examples, with descriptionsusing the exact wording as it appears in the release:

-Cosmopolitan Elite (affluent, urban families)
-Rooms with a View (young, ethnic singles in urban high-rises)
-Heartlanders (mature, working-class couples)

A raft of consumer demographics and habits have been tracked andcombined to give shape to various consumer types, including age,ethnicity, income level and shopping preferences (ie, online shoppingversus in-store buying). The database also gives insight into whichtypes of consumers prefer to use technology like smartphones, Websites, texting or even cameras as tools to make buying decisions.

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Jim Love, Chief Content Officer, IT World Canada

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