There are two basic types of shoppers out there: hedonic and utilitarian.
Utilitarian shopping is all about a specific need or function. Milk, eggs, and gasoline are all examples of utilitarian purchases. These shoppers are rational, logical, and have a plan.
Alternatively, hedonic shoppers make purchases based on a feeling, emotion, or experience. This type of shopping is driven by a desire for fun and enjoyment. These shoppers are spontaneous, adventure-seeking, and open.
In the simplest terms, it’s need versus want.
If you’re a brand marketing the latest and greatest raspberry bubblegum, hedonic shoppers are your bread and butter and will determine the success of your product once it hits the shelves. Successful marketing is all about knowing how to appeal to the hedonic shopper. Let’s take a look at 3 of the most effective ways brands can ensure hedonic shoppers take notice.
The average fixation period per person and product at a supermarket is about 0.60 seconds. This is enough time for a quick scan, so product packaging is key. The more eye-catching the packaging, the more likely the hedonic shopper is to focus in and take another look.
Here’s a tip: Since hedonic shoppers are all about feeling and emotion, use that in your product packaging. Depending on the product, overly modernize to show shoppers you are on-trend and forward thinking. On the opposite end of the spectrum, another option is to overly traditionalize. Evoke a sense of nostalgia with your product packaging. Whether you modernize or traditionalize, choose an extreme and run with it.
Hedonic shoppers want to feel creative and empowered. The problem is, not all shoppers are out-of-the-box thinkers. Show shoppers a unique use for your product to get those creative juices flowing. Whether they copy your idea outright or are inspired to invent their own, you’ve gotten the ball rolling. Take cereal out of the bowl, so to speak.
If there is anything we know about the 2016 shopper, it’s that he or she is very social, particularly when it comes to Instagram. This is especially true of the 2016 hedonic shopper. Show consumers that your brand is cool. Create Instagram accounts and avoid solely promoting your brand. Share funny quips, quotes, or creative images intermingled with pictures of your products. If someone posts about your brand, regram. If someone comments on your picture, comment back. Engage, engage, engage.
Hedonic shoppers are out there and ready to discover the next product that’s going to evoke happiness, fun, and satisfaction. Remember that, use that, and show that shopper that your brand is what they have been searching for.
Written by Chelsea Phelps