Are You Fulfilling the Needs of Both Hunters and Gatherers?

Are You Fulfilling the Needs of Both Hunters and Gatherers?

Recently, research funded by Barclays Bank was published by the University of Exeter in the United Kingdom. The findings have significance for all individuals who provide services to the general public.
According to this research, customers choose their stores depending on which of the two personal profiles they fit best.

When they venture into public spaces, around half of the population is classified as hunters. They are goal-oriented, intent on completing the task at hand, and disinterested in having anything or anyone get in the way of them. If you make their "shopping" experience too difficult, they will give up and choose another place that can better meet their demands. As one might anticipate, a higher percentage of men than women are customers in this category.
The other half of the population is categorized as gatherers; they prefer going shopping, perusing the aisles, and finding new things. They take pleasure in striking up a discussion with your colleagues and consider "shopping" to be one of life's pleasures. This group includes about 60% of female consumers.
Establishing a business that caters to the needs of both sorts of consumer profiles is a skill in retailing. It's common to find businesses that cater incredibly well to one demographic but fall short for the other half.
Successfully Assisting Hunters
It is imperative that your business be arranged to facilitate easy navigation for hunters. Customers anticipate easily readable signs indicating the important categories and clear directions that are visible while they are navigating your business.
They are unlikely to be drawn in by promotions, and they might not even be aware of them when they are in your store. They will frequently ask direct inquiries and anticipate direct responses when it comes to service; relationship-building dialogue with a member of your team is the last thing they are looking for.
Effectively Serving Gatherers
Gatherers enjoy finding things in your business. They adore browsing your store and frequently don't notice signage since they are too busy enjoying finding things.
They will take part in and appreciate your promotional efforts.
They want the whole experience when it comes to service. They count on your team members to be well-versed in the things they sell, able to hold a conversation, and socially adept.
They will frequently leave your institution unhappy if they feel your staff members are not paying attention to them or if they are giving them simply cursory information.
Each of Us Is Unique
Going shopping with hunters and gatherers together can be a headache for both groups. How often have you witnessed a hunter grow bored with a gathering person who is having fun and attempt to end the encounter?
As a store owner, is there anything you can do? A coffee or refreshment offer can be really helpful in this situation. How many times have you encountered a situation where the gatherer is continuing to have fun finding new objects while the hunter has finished their quest to their satisfaction and is subsequently unwinding over a cup of coffee?
In certain places, "Think and Drink" coffee tokens have shown to be quite helpful in this circumstance.
A salesperson who is "tuned in" can spot a hunter-gatherer while they are out together.
To help the hunter unwind while the gatherer continues to gather, they will provide a free cup of coffee to the hunter.
As customers, we also modify our routines. In my own perspective, whether I'm looking through books about gardening, company management, or purchasing fruit and vegetables, I'll turn into a gatherer; but, when it comes time to purchase Christmas gifts, I'll turn into a hunter. Our initial interests play a major role in many of our purchase habits.
Adopt a Gatherer-Hunter Approach
Well-run companies recognize that there are two types of customers, and they design their store to cater to each one's needs. More significantly, they teach their staff how to recognize the two distinct traits in customers and how to offer the proper assistance.
Your success may depend on two key elements.
First, your plan for signage. To ensure that hunters can browse your store without feeling overwhelmed or needing assistance from one of your team members, you need to have a clear and succinct signage approach. The world's airports are quite good at this; you may follow their signs from the parking lot to your seat, usually without having to interact with anyone.
Second, how your staff handles customers can have a significant impact on your business.
Hunters will pose particular queries, like "Where is the..."? They require a precise response. Your customer service skills will amaze them if you can respond to this query promptly and effectively.
Conversely, gatherers frequently use conversational approaches to strike up a discussion instead of the traditional "open" queries (where, what, who, and how), like "You have a lovely shop, I was looking for..." In this case, giving a direct answer might be viewed as impolite, and you might lose the client.
The client anticipates a talk in this scenario. They nonetheless anticipate you to know a great deal about the things you are showcasing, but they also anticipate you to be familiar with entertaining anecdotes and background information regarding the products. They also want the individual on your team to be kind and really interested in them.
Recall that there will be a mix of hunters and gatherers on your team.
Gatherers will need to receive training in the abilities needed to recognize hunters and interact with them in a productive manner. Hunters will require instruction in identifying gatherers and in successful communication with this group.
This is not a simple assignment; hunters may say they are wasting their time and the time of the customer, while gatherers frequently find it awkward to communicate with them because they see them as being abrupt.
So What?
Examine your store; is it set up to meet the demands of these two groups?
Do you think your signs meet the demands of both groups?
Are the people of your team proficient in communicating with both market segments?
Hunters are sometimes overlooked in favor of gatherers when designing establishments. Hunters are users too, and if they have a positive experience, they can help your business expand.
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