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12 Customer Types and How to Effectively Engage Each One

Mar 27, 2024 | Management

Navigating the diversity of customer preferences can be a daunting task for any business. As a result, we need to gain a deep understanding of the unique needs of different customer types. In this guide, we’ll break down 12 different customer personas and provide practical strategies to effectively interact with each one.

The 12 Customer Types

Price-Sensitive Customer

Price-sensitive customers are primarily focused on finding the best value for their money, often prioritizing cost over other purchasing factors. These customers are avid deal seekers, always on the lookout for promotions, discounts, and sales that can help them save.

They frequently compare prices across various platforms or stores to ensure they are getting the lowest possible price. Consequently, their brand loyalty tends to be flexible, as they are willing to switch brands if they find cheaper alternatives.

Engagement Strategy

  • Highlight Value and Savings: Emphasize the cost-effectiveness and overall value of your products, clearly communicating how customers save money by choosing your brand.

  • Offer Promotions and Discounts: Regularly provide promotions, discounts, and coupons to attract this budget-conscious group and encourage purchases.

  • Implement Loyalty Programs: Develop loyalty programs that reward repeat purchases with discounts or special offers, fostering customer retention and encouraging ongoing engagement.

Brand Loyal Customer

Brand loyal customers are those who have developed a strong preference and trust in a particular brand, often resulting from positive past experiences or alignment with the brand’s values. These customers are less price-sensitive and more focused on the consistency and quality of the products or services they receive.

They tend to make repeat purchases and are less likely to switch to competitors, even in the face of cheaper alternatives. Brand loyalists often advocate for their preferred brands, sharing their positive experiences with peers and through social media, effectively acting as ambassadors.

Engagement Strategy

  • Foster Loyalty Through Rewards: Implement a rewards program that incentivizes repeat purchases and enhances customer retention. Offer points, discounts, or exclusive benefits that make customers feel valued and appreciated.

  • Maintain High Quality and Consistency: Ensure that every product or service delivered matches the high standards your brand is known for. Consistency in quality ensures that customers’ expectations are always met, reinforcing their trust in your brand.

  • Engage Regularly and Personally: Keep in touch with these customers through personalized communications. Utilize email newsletters, social media interactions, and customer service engagements to make them feel connected and important to your brand.

Impulse Buyer

Impulse buyers are characterized by their spontaneous and often emotional purchasing decisions. They are typically influenced by eye-catching visuals, instant gratification, exclusive offers, and the urgency created by limited-time deals. These customers may not always plan to make a purchase but can be easily swayed by effective point-of-sale promotions and clever marketing tactics that tap into their desire for immediate ownership.

Engagement Strategy

  • Create Eye-Catching Displays and Ads: Utilize vibrant visuals and attractive product placements both in-store and online to grab the attention of impulse buyers. Eye-catching elements can trigger the emotional appeal that drives their purchase decisions.

  • Leverage Time-Sensitive Offers: Implement flash sales, limited-time discounts, and special promotions that create a sense of urgency. Time-sensitive offers encourage impulse buyers to act quickly to take advantage of the deal.

  • Recommend Related Products: Use recommendations for related products at checkout, both in physical and online stores. Suggesting add-ons or accessories at the point of sale can capitalize on the impulse buyer’s readiness to spend.

Well-Informed Customer

Well-informed customers are thorough researchers who invest significant time in learning about products or services before making a purchase. They often consult multiple sources, including online reviews, expert opinions, and product comparison sites, to ensure they are making the best decision based on quality, price, and performance. These customers value detailed information and transparency, and they are not easily swayed by mere advertising.

Engagement Strategy

  • Provide Comprehensive Product Information: Ensure that all your product descriptions are detailed, accurate, and up-to-date. Include specifications, benefits, and any other information that can help these customers make informed decisions.

  • Utilize Expert Reviews and Endorsements: Leverage the credibility of experts in your industry by featuring their reviews or endorsements. Well-informed customers trust professional opinions and detailed reviews that assess product quality and effectiveness.

  • Offer Comparison Tools: Provide tools that allow customers to compare different products or services directly on your platform. These tools should highlight key differences in features and prices to assist in their decision-making process.

Indecisive Customer

Indecisive customers often struggle to make purchase decisions, frequently wavering between options or delaying choices due to uncertainty. They may feel overwhelmed by the array of available products or fear making the wrong decision. These customers typically require more reassurance and information before committing to a purchase.

Engagement Strategy

  • Offer Detailed Buyer Guides and FAQs: Provide comprehensive resources like detailed buyer guides, FAQs, and how-to articles that help clarify product features and benefits. These resources can educate and guide indecisive customers, easing their decision-making process.

  • Use Interactive Tools: Implement interactive tools such as quizzes or configurators that recommend products based on the customer’s preferences or needs. These tools help simplify the decision by suggesting options that align closely with their requirements.

  • Provide Strong Customer Support: Ensure that customer support is readily accessible to answer any questions or concerns. A supportive and responsive customer service team can provide additional guidance and reassurance that indecisive customers need to make a confident purchase.

Bargain Hunter

Bargain hunters are customers who prioritize finding the best deals and discounts when making purchasing decisions. They are often highly price-sensitive and enjoy the thrill of scoring a good bargain. Bargain hunters may spend considerable time researching prices, comparing options, and seeking out promotional offers before making a purchase. They are motivated by the prospect of saving money and maximizing the value of their purchases.

Engagement Strategy

  • Promotions and Discounts: Regularly offer enticing promotions, discounts, and special deals to appeal to bargain hunters’ price sensitivity. Highlight these offers prominently across your marketing channels to capture their attention and create a sense of urgency.

  • Price Comparison Tools and Guarantees: Provide price comparison tools or assurances like price matching guarantees to assure bargain hunters that they are getting the best deal possible. Make it easy for them to compare prices across different retailers and variations, reinforcing their confidence in choosing your products or services.

  • Loyalty Programs and Rewards: Implement loyalty programs that reward bargain hunters for their repeat business. Offer discounts, exclusive deals, or reward points for every purchase, incentivizing them to return and maximize their savings over time.

Ethical Consumer

Ethical consumers are individuals who prioritize purchasing products and services that align with their values and beliefs regarding social, environmental, and ethical responsibility. They are mindful of the impact their buying decisions have on various stakeholders, including workers, communities, animals, and the environment.
Ethical consumers may seek out products that are sustainably sourced, cruelty-free, fair trade certified, or produced using environmentally friendly practices. They are often willing to pay a premium for goods that meet their ethical standards and support companies with transparent and socially responsible business practices.

Engagement Strategy

  • Transparent Ethical Practices: Communicate openly about your company’s ethical values, policies, and practices, including sourcing methods, manufacturing processes, and certifications. Transparency builds trust and reassures ethical consumers that their purchases align with their values.

  • Certifications and Labels: Obtain and prominently display relevant certifications and labels that signify your products’ adherence to ethical and sustainable standards, such as Fair Trade, Organic, and Cruelty-Free. These certifications differentiate your offerings and appeal to ethical consumers.

  • Educational Content and Transparency Reports: Provide educational content and regular transparency reports to inform consumers about the ethical considerations associated with your products. Equip consumers with knowledge so they can make purchasing decisions based on their values.

Needs-Based Customer

Needs-based customers are individuals who prioritize fulfilling their specific requirements or solving particular problems when making purchasing decisions. They typically conduct thorough research to identify products or services that directly address their needs, preferences, or pain points.

These customers value practicality and functionality over luxury or brand recognition. Their buying behavior is driven by the desire to find solutions that offer the best fit for their particular situation.

Engagement Strategy

  • Customized Product Recommendations: Tailor your engagement approach by offering personalized product recommendations based on the specific needs and preferences of each customer. Utilize data analytics and customer insights to understand their requirements better and suggest relevant solutions.

  • Educational Content and Resources: Create educational content and resources that address common pain points or challenges faced by your target audience. Offer how-to guides, tutorials, case studies, and informative articles that demonstrate how your products or services can solve their problems effectively.

  • Responsive Customer Support: Prioritize responsive and empathetic customer support to assist customers throughout their buying process. Ensure your support team is well-trained to understand customer needs and provide timely help and guidance. Provide multiple communication channels.

Digital Native

Digital natives are individuals who have grown up in the digital age, surrounded by technology and the internet from a young age. They are comfortable with using various digital devices, platforms, and tools to communicate, gather information, and make purchasing decisions.

Digital natives value convenience, speed, and seamless user experiences when interacting with brands online. They expect businesses to have a strong digital presence and offer innovative digital solutions.

Engagement Strategy

  • Omni-channel Presence: Maintain a consistent and strong presence across various digital channels, ensuring seamless user experiences across platforms.

  • Mobile Optimization: Prioritize mobile-friendly design and functionality to cater to the preferences of digital natives who predominantly use smartphones and tablets.

  • Interactive Content: Engage digital natives with interactive and engaging content formats such as videos, quizzes, and gamified experiences to foster deeper connections and interactions with your brand.

DIY Enthusiast

DIY (Do-It-Yourself) enthusiasts are individuals who enjoy taking on projects and tasks themselves rather than relying on professionals or pre-made solutions. They possess a hands-on approach to problem-solving and are often motivated by creativity, self-sufficiency, and the satisfaction of completing projects independently. DIY enthusiasts are passionate about learning new skills, experimenting with materials, and customizing solutions to suit their preferences.

Engagement Strategy

  • Comprehensive Guides and Tutorials: Provide detailed step-by-step guides, tutorials, and how-to videos that empower DIY enthusiasts to tackle projects with confidence. Cover a wide range of topics and skill levels, from beginner to advanced, to cater to a diverse audience.

  • Community Building: Foster a sense of community among DIY enthusiasts by creating forums, online groups, or social media communities where members can share their projects, exchange tips and advice, and collaborate on ideas. Encourage active participation and engagement to cultivate a supportive and inspiring environment.

  • Curated DIY Kits and Supplies: Offer curated DIY kits and supplies that contain all the necessary materials, tools, and instructions for completing specific projects. Provide convenience and value to DIY enthusiasts by offering pre-packaged solutions that streamline the project planning and execution process.


Trendsetters are individuals who have a keen sense of style and influence others by setting new trends or adopting emerging fashion, lifestyle, or cultural movements. They are often early adopters of innovative products, ideas, and behaviors, and have a significant impact on shaping popular culture and consumer preferences. Trendsetters are highly attuned to the latest trends and strive to stay ahead of the curve in their personal style and interests.

Engagement Strategy

  • Exclusive Sneak Peeks and Previews: Offer trendsetters exclusive access to sneak peeks, previews, or beta launches of new products, services, or experiences. Provide them with insider information and behind-the-scenes content that allows them to be among the first to discover and share upcoming trends with their followers and peers.

  • Collaborations and Partnerships: Collaborate with trendsetters, influencers, or tastemakers who align with your brand values and target audience. Partner with them to co-create unique and innovative content, products, or events that resonate with their followers and amplify your brand’s visibility within their influential circles.

  • Interactive Experiences and Challenges: Engage trendsetters with interactive experiences, challenges, or contests that encourage creativity, experimentation, and self-expression. Create opportunities for them to showcase their unique style, talents, or ideas and participate in shaping the direction of emerging trends.

Social Shopper

Social shoppers are individuals who heavily rely on social media platforms, peer recommendations, and online reviews when making purchasing decisions. They value the opinions and experiences of their social network, including friends, family, and online communities, and actively seek out product recommendations and reviews before making a purchase.

Social shoppers are influenced by social proof and are more likely to trust brands that have a strong presence and positive reputation on social media.

Engagement Strategy

  • User-Generated Content: Encourage social shoppers to create and share user-generated content, such as photos, reviews, and testimonials, showcasing their experiences with your products or services. Feature this content prominently on your social media channels and website to build trust and credibility among potential customers.

  • Influencer Partnerships: Collaborate with influencers and micro-influencers who have a strong presence and engaged following on social media platforms relevant to your target audience. Partner with them to create authentic and relatable content that resonates with social shoppers and drives awareness and interest in your brand.

  • Interactive Shopping Experiences: Provide interactive shopping experiences on social media platforms, such as shoppable posts, live streams, and virtual try-on tools, that allow social shoppers to explore and purchase products directly from their favorite social media channels. Make the shopping process seamless and convenient to capitalize on impulse buying behavior.

How to Identify Customer Types

Identifying customer types involves understanding the unique characteristics, behaviors, and preferences of different segments within your target audience. Here’s a general approach to identifying customer types:
  1. Conduct market research to gather data.
  2. Segment the audience based on demographics, psychographics, and behavior.
  3. Create detailed customer profiles or personas.
  4. Observe and interact with customers across touchpoints.
  5. Analyze data from sales, websites, social media, and surveys.
  6. Continuously monitor and adapt segmentation strategies.
By following these steps, you can effectively identify and understand the different customer types within your target audience, allowing you to tailor your marketing strategies, product offerings, and customer experiences to better meet their needs and preferences.


Recognizing and understanding the different types of customers that interact with your business can help tailor your strategy to meet their specific needs. By effectively engaging each customer type, you can increase satisfaction, build loyalty, and ultimately drive business success.

Recognizing and understanding the different types of customers that interact with your business can help tailor your strategy to meet their specific needs. By effectively engaging each customer type, you can increase satisfaction, build loyalty, and ultimately drive business success. Elevate your customer service game with Helport‘s innovative solutions, tailored for every business need. From traditional in-person service to cutting-edge BPO call center technologies, we’ve got the tools to transform your customer interactions. Explore our services and start improving your customer experience today.

Related reading: 10 Types of Customer Service


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