Multiple Intelligences Inventory
Online Retail: 'Who' Is More Important Than 'What'
Mark Douglas is CEO of SteelHouse . An recognized online marketing technology expert, Douglas has served as vice president of technology at eHarmony, a member of the founding engineering team of the Oracle Applications Division, and vice president of engineering at the Rubicon Project. Over the past year he has been analyzing anonymous, aggregate shopping behavior metrics to identify and define shopping personality profiles.
Yet, with all that money at stake, and with all that competition, retailers still typically blast the same offer – making the same pitch to millions of consumers – as if they’re all the same.
But shoppers are not the same.
New research reveals distinct shopping personalities that provide insight into what kind of offer will actually move a consumer to act. No, this is not about serving up an offer that gives a discount on the exact product someone happened to view on a particular website. That approach simply focuses on the “what.”
This is about the “who” – knowing an anonymous visitor’s shopping personality and what drives his or her purchase decisions, and tailoring an offer accordingly.
Does that shopper ever buy on a first visit to an eCommerce site? What type of offer is most likely to be attractive – a discount on the product, or free shipping? Does that shopper only buy name brands? Does he or she always look for coupons first? Does that person always research before buying?
This is a new kind of intelligence that is now available to eCommerce companies. This new movement is called behavioral commerce. It’s based on analyzing shopping personalities and buying behaviors, and making offers that will appeal to consumers based on those distinct personalities.
Using anonymous, aggregate shopping behavior data, we can start to understand some basic personalities and what motivates certain people to buy. Here are the top 10 shopping personalities my company SteelHouse has identified to date:
1. Distracted Shopper. When I shop online, I often like to begin the checkout process but for one reason or another, I don’t always complete the purchase.
But knowing the personalities is just the first step.
There are two distinct ways an eCommerce marketer can put that intelligence to use: start with the shopping personality you want to target and create an offer that fits that buying behavior; or, start with a business problem you need to solve – i.e., unload overstocked inventory – and choose a personality that is most likely to respond to an offer that will help solve that problem.
Multiple Intelligences Inventory - News
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I will view the exact item I want multiple times, looking for a drop in price or an offer. 4. Active Shopper. I am always shopping online, not always buying, but always browsing. I am not looking for incentives but they can help me convert when I'm
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Multiple Intelligences with a little extra geekiness « highly ...
, Who appears to have taken an interest in the idea of Multiple Intelligences apart from his regular course of study. Despite his lack of professional credentials in either psychology or education, his test seems to be fairly well-constructed, using the same criteria as the other test, and mirroring the themes of Gardner’s eight Intelligences. These 80 questions could only be answered “Yes” or “No.” In the places where I see the two test results differing, I believe it is this either-or format that tends to change the responder’s answer. For example, on the first test, I could say that it is a little like me to enjoy group board games, but on the second test, I had to say “no” because I don’t enjoy them enough to call it a “yes.” A third assessment I took, the Rogers Indicator of Multiple Intelligences, gave only a narrative response, but the results, with my Verbal and Musical intelligences outranking all others, were the same as the more quantitative tests. This test consisted of 56 questions, with five possible responses: 1. Rarely, 2. Occasionally, 3. Sometimes, 4. Usually, and 5. Almost Always. While this produced a fairly good picture of my intelligences, I felt that some questions were subjective, so that my responses on another day might not be the same. Conversely, the responses on the other 5-level test seemed to mesh with their questions in a way that made it easier for me to decide which of the five responses to choose. I have to say that the entire idea of Multiple Intelligences makes more sense that trying to figure out what works best for everyone without consideration of how they process the input. When I consider my students’ learning methods, I will be more aware that where there may appear to be a shortage in one area, there is certainly a teachable intelligence that works well in another area. Accordingly, I will strive to make curricula that address different kinds of intelligence with the same needed information. At the same time, I think that I will be more aware of my own strengths and weaknesses across the eight-intelligence spectrum, and work a little harder where I can make improvements, and accept where I’ve reached my peak without stressing about it. The biggest problem with categorizing students in one style or another is that every person has a different intelligence profile, so by labeling the weakness we will miss the strength.
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Multiple Intelligences