Although the bases of marketing and sales do not change, the pandemic temporarily modifies the type of buyers, and we share a guide to understand the new buyer people in general terms:
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- Band-Aid Rippers
They are those that demand the reopening of all businesses and all activities. They are often described by the rest as irresponsible. In their favor, it must be said that it is not that they do not feel worried about the threat of a regrowth, but that their way of assuming life leads them to think more about the desire to live without so much alteration to what had always been their normal. This group is mainly made up of people who have not suffered a direct human impact, that is, related to the death of a loved one.
- Trapped Butterflies
Their motivation is not so much economic or political, it is rather that they are tired of not being able to interact as they did before the pandemic. They are tired of isolation and while they understand the risks and the need to prevent any type of contagion, they are waiting for any opportunity to reunite with their family, friends and co-workers. For them, human contact is a growing need after so many weeks in confinement.
- Polite Optimists
This group prefers the first two to act as guinea pigs. He is waiting for the number of positive cases to drop and for the trapped butterflies and band-aid rippers to prove that it is possible to get back on the streets safely. For this group it is very important that all their shopping and social interaction experiences are embraced by strong health protocols.
- Eggshell Walkers
They are reluctant to resume life on the streets. This group often has family members who may be more exposed to infection and to a greater severity based on age or medical factors that have been shown to influence the fatality rate of the virus. They have no intention of leaving and will wait for the cases to be significantly reduced to resume their lives.
- Fulfilled Homebodies
They do not even consider returning to the streets. Faced with confinement, they have concluded that beyond the measures they should have taken to prevent contagion, isolation meant an opportunity to be with their loved ones and to realize that social life is not as great a need as they imagined. For them life will never be the same again. And although they do it out of conviction, it is also recorded that they are the ones with the highest level of anxiety.
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