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December 14, 2015
How AdLand Can Influence the 'Sport Shopper'
 
We were in a conversation with a group of friends and they were recounting some of their holiday experiences. One of our friends shared a story that had them out with a friend who wanted to shop all day. And they did; for nearly 10 hours straight these folks went around the city and shopped.

That's quite the feat.

As the holiday shopping season continues to roar on, research out of San Francisco State University wanted to identify a certain type of shopper.

The sport shopper.

This archetype, the researchers explain, is a consumer (in their words, most likely female) who could afford the products they want at full price, but bargain hunts and searches for sales and discounts for the thrill of it. This sport shopper is much like an athlete, they can remember plays and times when they really outdid themselves- a star performance.

AdLand can have a lot of fun with this type of consumer. Creating messaging encouraging the competition of finding deals, offering price-matching, and even creating a contest where this sport shopper's talents can shine.

The sport shopper is going to be out and about no matter what AdLand chooses to do, so brands might as well try to get the attention of this nearly captive audience.We were in a conversation with a group of friends and they were recounting some of their holiday experiences. One of our friends shared a story that had them out with a friend who wanted to shop all day. And they did; for nearly 10 hours straight, these folks went around the city and shopped.

That's quite the feat.

As the holiday shopping season continues to roar on, research out of San Francisco State University wanted to identify a certain type of shopper.

The sport shopper.

This archetype, the researchers explain, is a consumer (in their words, most likely female) who could afford the products they want at full price, but bargain hunts and searches for sales and discounts for the thrill of it. This sport shopper is much like an athlete. They can remember plays and times when they really outdid themselves: a star performance.

AdLand can have a lot of fun with this type of consumer by creating messaging encouraging the competition of finding deals, offering price-matching, and even creating a contest where this sport shopper's talents can shine.

The sport shopper is going to be out and about no matter what AdLand chooses to do, so brands might as well try to get the attention of this nearly captive audience.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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