4. Deal Takers are social, but not influential. They are educated, affluent consumers who will accept a deal if offered, but are less likely to seek one out.
How to reach Takers This group is very active on social media. They over-index on media that attracts a highly educated, affluent demographic (think, the “New Yorker”).
5. Deal Indifferents This largest segment of the population won’t change their ways for a deal. Of these consumers, 60% will only head out the door to shop if there’s something specific they really need. Don’t waste a “mass-couponing” strategy on this group.
How to reach Indifferents This is a challenge. They are light users of varied media, but do like “Ramsay’s Kitchen Nightmares” and “Doctor Who.”
6. Deal Rejectors like to get in and get out: convenience rules. No surprise that this group, 58% older men, don’t particularly like to shop, and when they do they seek out convenience. They are also 59% less likely to trust information they receive through social media channels.
How to reach Rejectors Less complicated shopping experience (speed-pass type checkout); traditional media
Network
