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The 7 Types of Customers

The 7 Types Of Customers

customers Aug 04, 2021

By Nick Bottai - Co-Founder/Director @ The Marketing Leaders Ltd.

There was a sitcom I loved in the 80’: “Everybody loves Raymond”.

If we transpose the title to the business universe, it becomes “everybody loves customers” (or at least should love them).

But what does the word customer mean? It’s very generic, and we can split this category into smaller ones, with specific strategies to connect with them.

Let’s find out what they are.

  1. Browsers
  2. Bargain Hunters
  3. Buyers
  4. Researchers
  5. New Customers
  6. Dissatisfied Customers
  7. Loyal Customers
  8. Conclusions



They are just looking and don’t have a specific idea or intention to buy. These customers don’t have a need to satisfy themselves and are entertaining themselves.

How to engage with them?

Show the best of you, improve your layout, presentation and customer experience. Work on brand awareness and reputation, aligning images, reviews, keywords.



They hunt every special offer, and they can rotate the stores to buy everything they need. Sometimes, they don’t even have a specific need but buy to stock and take advantage of the offers.

How to engage them?

Supermarkets use offers to attract customers and then try to sell other products whilst they shop. They call these customers “cherry pickers”. It’s a strategy to attract them, but you’ll never win on the gold medals bargain hunters. For them, there is no strategy, and the price is the only thing that matters. Maybe, they are the right customers for you if you need to empty your old stack.



Typically, they are in the middle of the funnel. The researchers already identified the need and are evaluating different options.

How to attract them?

They are in the consideration stage. Providing insights and nurturing them is how you build your chances to win the sale. Every customer is different, so remarketing upon their behaviour is one of the best strategies to nurture and showcase your added value.



They know what they want, and they decided it’s time to buy. If you worked well in the TOFU (Top Of the Funnel) and MOFU (Middle Of the Funnel) stages, you have higher chances you win the sale.

How to deal with them?

Your marketing and brand strategy during the buyer journey plays a fundamental role. Depending on the industry and market, packaging can make the difference too.



The first time they buy from you or the first-time buyer. There could be many reasons they decided to buy, from an impulse decision to an informed one.

How to deal with them?

Understanding their behaviour, what is the perception of your brand’s service is the key to find out what you did well and replicate it to attract more customers. It is your chance to ideate tailored solutions to build loyalty and retention.



Something went wrong during the buyer journey. The reasons can be many, but the most commons are a misaligning between the added value offered and the customer expectations.

How to deal with them?

Listen, understand, offer solutions. The world is looking at your brand when you deal with dissatisfied customers, especially on social media and reviews platforms.



Good job, they love you! For some reason, these customers keep buying from you, and you should know why. Keep going and stay connected with them but NOT abuse their trust.

Starbucks Rewards is one of the most successful when it comes to rewards programs. It had a simple 12 stars reward scheme. 1 star gained for each purchase, and upon reaching 12 stars the customer could redeem the prize. The average cost to achieve the prize was $48.

The program was extremely successful, and Starbucks tried to take advantage of it. They changed the star system, and with the new program, the average cost to achieve the prize was $62.50.

It ended with many complaints, social media filled with angry posts and loyal customers leaving the brand.

How to engage with them?

I’m going to repeat myself: connect and understand them. Aim to leverage loyal customers to brand advocates. It requires efforts, resources and care of your customers. In simple words, a customer-centric strategy.



The industry, the market, the channels, the resources and so on affect how to engage with leads and customers. 

Based on personal experience, many companies complained to me because they lack resources to deal with customers. Then, they dealt with customers in a very unpolite way when they had the opportunity because they care just about sales.

To smile, be polite, understand and dialogue with them requires a change in the attitude, not more resources.

Is your company orientated to sales or customers? The key to success resides in the approach!