M A D S M A D L A D | 34
Week 2
Lecture 3: Shopping Motivations & Shopper Segmentation
Recap: Customer Journey
• Touch point: episode of direct or indirect contact with a brand or firm
• Journey: overview of all the relevant customer steps and touch points in
time across channels with your company:
o Emotions of the shopper
o Points of pleasure/delight: possibilities
o Points of pain: service barriers (e.g., excessive waiting time)
o Shopper types
• Crucial/Decisive Touch points: moments of truth
o Process, people, physical evidence…
Showrooming
The practice of visiting a shop or shops in order to examine a product before
buying it online at a lower price.
• There is more showrooming if:
o Customers expect to get a better deal online, in quality or price.
o It is easier to shop online
o No staff is available in the store
o Customers don’t feel time-pressured
Webrooming
The opposite of showrooming - the consumer practice of researching products
online before buying them in a physical store.
• Reasons for webrooming:
o Try/feel/touch the product
o Directly buy the product
o It is more personal & more fun
o Social experience & Inspiration
, M A D S M A D L A D | 35
Reasons for Consumer Shifting to Online Shopping
➢ Any Channel can be improved by Digitization
o More and better information availability about products
o Greater transparency across vendors
o Potentially lower prices because of lower fixed-cost operations
o Larger assortment (no shelf space constraints)
Consumer Buying Process: Shopper
, M A D S M A D L A D | 36
Shopper Motivations: Why do we buy?
➢ To acquire a product (utilitarian)
➢ To acquire both a desired product and provide satisfaction with non-
product-related needs. (hedonic)
o Primarily to attain goals not related to product acquisition
Hedonic vs. Utilitarian Consumption (Motivation)
Hedonic consumption designates those facets of consumer behavior that relate
to the multi-sensory, fantasy, and emotive aspects of one’s experience with
products. (Hirschman & Holbrook, 1982)
➢ Hedonic consumption motivation: purchases are inspired by the desire
for pleasure, joy, and fun offered by the possession and use of products.
o Hedonic shopping value (homo ludens): providing enjoyment & fun
Week 2
Lecture 3: Shopping Motivations & Shopper Segmentation
Recap: Customer Journey
• Touch point: episode of direct or indirect contact with a brand or firm
• Journey: overview of all the relevant customer steps and touch points in
time across channels with your company:
o Emotions of the shopper
o Points of pleasure/delight: possibilities
o Points of pain: service barriers (e.g., excessive waiting time)
o Shopper types
• Crucial/Decisive Touch points: moments of truth
o Process, people, physical evidence…
Showrooming
The practice of visiting a shop or shops in order to examine a product before
buying it online at a lower price.
• There is more showrooming if:
o Customers expect to get a better deal online, in quality or price.
o It is easier to shop online
o No staff is available in the store
o Customers don’t feel time-pressured
Webrooming
The opposite of showrooming - the consumer practice of researching products
online before buying them in a physical store.
• Reasons for webrooming:
o Try/feel/touch the product
o Directly buy the product
o It is more personal & more fun
o Social experience & Inspiration
, M A D S M A D L A D | 35
Reasons for Consumer Shifting to Online Shopping
➢ Any Channel can be improved by Digitization
o More and better information availability about products
o Greater transparency across vendors
o Potentially lower prices because of lower fixed-cost operations
o Larger assortment (no shelf space constraints)
Consumer Buying Process: Shopper
, M A D S M A D L A D | 36
Shopper Motivations: Why do we buy?
➢ To acquire a product (utilitarian)
➢ To acquire both a desired product and provide satisfaction with non-
product-related needs. (hedonic)
o Primarily to attain goals not related to product acquisition
Hedonic vs. Utilitarian Consumption (Motivation)
Hedonic consumption designates those facets of consumer behavior that relate
to the multi-sensory, fantasy, and emotive aspects of one’s experience with
products. (Hirschman & Holbrook, 1982)
➢ Hedonic consumption motivation: purchases are inspired by the desire
for pleasure, joy, and fun offered by the possession and use of products.
o Hedonic shopping value (homo ludens): providing enjoyment & fun
