Today’s shoppers don’t all think – or shop – the same way. Some are driven by price, others by convenience, and many shift priorities depending on the moment. With so many factors shaping how people buy, understanding shopper behavior has never been more important.

This blog is the first in a series highlighting eight shopper profiles representing different consumer mindsets and habits. Each profile helps shed light on the motivations behind everyday choices at the shelf, online or in-store. 

First up: Discount Dana, who’s always on the lookout for the best deal. 

What drives shoppers like Dana?

Dana is the ultimate bargain hunter. She’s always searching for the best deals and thrives on finding discounts and sales. Dana's buying decisions are largely driven by value – she’s keen on getting the most out of her spending, whether it’s through promotions, loyalty rewards, or clearance items. She’s highly loyal to a select set of products and keeps a close eye on savings opportunities for those specific items.

Dana is driven by:

Deal-seeking. She’s all about finding the best price. Coupons, limited-time offers (LTO), and price cuts catch her eye. 

Technology. Dana uses technology to her advantage. She tracks discounts, uses price-comparison tools, and subscribes to promotional alerts to make sure she’s up to date with the latest offers.

Selective brand loyalty. Dana is extremely loyal but only on a handful of items that are important to her. For those exclusive items, she is more willing to leave the store than switch brands. 

Time-sensitive deals. Dana is constantly on the lookout for flash sales and special promotions. She responds strongly to urgency and rarely misses a chance to act on a LTO.

How to engage Discount Danas with data-driven retail strategies

To connect with shoppers like Dana, retailers need to go beyond occasional sales. They must create a consistent, data-driven experience that helps her maximize savings and feel confident she’s getting the best possible value.

1. Use data driven insights to deliver personalized offers

Dana is a deal hunter, and personalized deals based on her shopping habits are key. By understanding what she buys, when, and how often, retailers can offer tailored discounts at the exact moment she’s most likely to act.

Liquid Data Engage™ uses granular shopper analysis to identify personalized offers Dana will be more likely to engage with based on her purchase behavior throughout the year.

2. Build robust loyalty and rewards programs

While Dana is deal-driven, she’s also motivated by loyalty rewards that provide consistent value. Loyalty perks like early access to sales, personalized offers on her preferred items, or even surprise discounts could all be part of the program to keep her engaged.

Strategy: Focus loyalty rewards on Dana’s most valued items – the ones she buys exclusively when they’re on sale. Offering surprise discounts or early access to promotions specifically on those preferred products can make her feel recognized and reinforce her loyalty. 

3. Maximize sales with flash deals and LTOs

Time-sensitive deals are crucial to Dana’s decision-making. Use data to pinpoint when Dana is most likely to buy and time flash sales to match, creating a sense of urgency that drives action. Retailers can track customer behavior to ensure promotions are well-timed and optimized for conversion.

For example, if Dana tends to shop in the evenings, a flash sale targeted at that time could increase her likelihood of buying.

4. Optimize for mobile and online shopping

Dana is likely to shop on her phone or laptop, use online platforms to track sales, scan QR codes, and compare prices. Retailers should ensure that their mobile apps and websites are optimized for quick and easy navigation, allowing Dana to browse and shop seamlessly. A unified view of consumer data helps refine the digital experience and personalize offers across platforms.

Tip: Offering Dana a coupon directly to her mobile phone when she’s browsing a retailer website could make it easier for her to act quickly on a deal.

5. Create transparent and accessible price comparisons

Dana loves price transparency. Retailers can analyze product prices across various retailers and show Dana a side-by-side comparison that highlights where the best value lies. Transparency in pricing, coupled with clear discount messaging, builds trust and keeps Dana coming back for more.

Suggestion: When Dana is looking at her go-to items, providing her with an easy-to-read competitor price comparisons can lead her to the right decision.

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Cracking the code of consumer behavior

Dana is just one of many shopper types shaping the modern retail landscape. As the series continues, we’ll explore other shopper behaviors. Each one has unique motivations, challenges, and expectations.

Circana’s Liquid Data Engage helps understand shopping behaviors like Dana and ensure that her go-to items are always available. It goes deeper than surface-level data, helping retailers uncover valuable shopper groups based on their unique behavior. Shopper behavior may appear chaotic, but with the right data and tools, it becomes remarkably predictable. Unlock deeper insights into shopper profiles that Circana can help you identify and target – powered by Liquid Data Engage.