Home
>
Strategic Planning
>
Hunters and Gatherers - Are You Serving Both Their Needs?

Hunters and Gatherers - Are You Serving Both Their Needs?

The University of Exeter in the United Kingdom recently published research financed by Barclays Bank, which has implications for everyone who is serving the general population.

This research shows that consumers shop establishments based on one of the two personal profiles.

Approximately 50% of the population is defined as hunters when they go out into the public arena. They know what they want, they are focused on the task in front of them and they do not want anyone or anything to stand in their way. If you make the 'shopping' experience too complicated for them, they will abort the mission and go somewhere else that addresses their needs more easily. As you would expect, a larger proportion of men than women fall into this category of consumers.

The other half of the population are defined as gatherers; they enjoy the experience of shopping and like to enjoy browsing around and discovering new items. They enjoy a conversation with your team members and look on the 'shopping' experience as one of the joys of life. Approximately 60% of female consumers fit into this category.

The skill of retailing is to set up an establishment that services the needs of both types of consumer profiles. Often you discover establishments that services one group exceptionally well, but fail for the other half of the population.

Serving Hunters Successfully

Hunters require your store to be laid out so they can navigate it easily. They expect clear directional signage and for the key categories to be signed and those signs to be easily seen as they navigate your store.

They will rarely be enticed by promotional activities, and may not notice them within your store. When it comes to service, they will often ask direct questions and expect direct answers; the last thing they are looking for is relationship conversation with one of your team.

Serving Gatherers Successfully

Gatherers love discovering products within your store. They enjoy browse shopping and often do not read signs as they are enjoying discovering products as they explore your store.

They will enjoy and get involved in your promotional activities.

When it comes to service, they want the full experience. They expect your team members to have a conversation, to know about the products on offer and have high social skills.

If they are ignored by your team members, or believe the team member is only providing basic information, they will often leave your establishment disappointed.

We Are All Different

Hunters and gatherers shopping together can be a nightmare for both parties. How often have you seen a hunter get bored with a gatherer who is enjoying the experience and have tried to abort the experience?

Is there anything you can do as a store owner? This is one area where a coffee or refreshment offer can be a huge advantage. How often have you come across an experience where the hunter has completed their journey to their satisfaction and then relaxed over a cup of coffee, while the gatherer carries on enjoying themselves discovering new items?

"Think and Drink" coffee tokens in some establishments have proved to be highly effective in this situation.

A well "tuned" sales assistant can identify a hunter and gatherer shopping together.

They will offer the hunter a complimentary cup of coffee to allow the hunter to relax, while the gatherer keeps on gathering.

As consumers we also change our habits. From a personal point of view, I will become a gatherer when browsing books on business management or gardening, or buying fruit and vegetables, but become a hunter when buying Christmas presents. A lot of our shopping habits revolve around our initial interests.

Have a Hunter and Gatherer Strategy

Successful businesses know that there are two distinctive consumer profiles; they layout their store to meet the needs of both groups. More importantly, they train their team to identify the two different characteristics in consumers and to provide the appropriate service.

Two important factors can determine your success.

Firstly, your signage strategy. Hunters need a clear, concise signage strategy that allows them to navigate your store without getting stressed or asking one of your team members. The airports of the world do this very successfully; their signs can get you from parking lot to your seat on the plane, often with no human contact.

Secondly, your team's approach to consumers can make a huge difference to your success.

Hunters will ask specific questions, such as "Where is the ?.."? They want a specific answer. If you can answer this quickly and successfully they are impressed with your customer service.

Gatherers on the other hand will often start a conversation by not using "open" questions (where, what, who, how) but will start a conversation with a conversational approach such as "You have a lovely shop, I was looking for ?? ". To provide a direct response in this situation would be considered rude and you may lose the customer.

In this situation the customer expects a conversation. They still expect you to have a high degree of product knowledge, but they also expect you to know stories about the products on display and other interesting facts. They also want your team member to be a caring person and show interest in them as a person.

Remember, your team will also be made up of a mixture of gatherers and hunters.

Gatherers will need to be trained in the skills required to identify hunters and to communicate effectively with this group. Hunters will need to be trained in gatherer identification and how to effectively communicate to this group.

This is not an easy task; gatherers often feel uncomfortable communicating with hunters as they feel they are being abrupt, whilst hunters may argue they feel they are wasting their time and the consumer's time.

What Next?

Take a look at your store; is it designed to service the needs of both groups?

Does your signage provide for the needs of both groups?

Do your team members know how to communicate with both market sectors?

Many stores are designed with gatherers in mind and hunters are often neglected. Hunters are users as well and if they enjoy their experience they can contribute to the growth of your business.

About The Author

John Stanley is a conference speaker and retail consultant with over 20 years experience in 15 countries. He regularly contributes to retail magazines around the world and has authored several successful marketing and retail books including the best seller Just About Everything a Retail Manager Needs to Know. Visit www.johnstanley.cc

last minute cleaning help Arlington Heights ..

In The News:

Fox News Digital's artificial intelligence newsletter digs into a robot in Russia that faceplanted, George Clooney's alarm and OpenAI's rivalry with the New York Times.

Major data breach at Conduent exposes personal information of 10+ million people. Government contractor hit by cyberattack affecting Medicaid, child support systems.

Texas startup Janta Power raises $5.5M for innovative vertical solar towers that generate 50% more energy than traditional panels while using just one-third the land.

NASA's twin ESCAPADE spacecraft launched aboard Blue Origin's New Glenn rocket Thursday afternoon from Cape Canaveral, beginning their journey to Mars with arrival expected in 2027.

Learn how to set email reminders on iPhone and Android so you never forget to reply again. Simple built-in features help you stay organized and on top of messages.

Discover how Apple's passkeys revolutionize Mac security by replacing vulnerable passwords with biometric authentication and encryption for ultimate protection.

New survey reveals 78% of parents fear AI scams targeting their kids, yet nearly half haven't discussed these threats. Learn why this dangerous gap exists.

Chrome now autofills passport and driver's license info automatically. Google's latest browser update adds official document support with encryption and user control.

Scammers impersonate Department of Veterans Affairs employees claiming veterans owe money, but real VA communications only direct to VA.gov or official channels.

The AltoVolo Sigma hybrid-electric aircraft flies 500 miles at 220 mph while operating 80% quieter than helicopters, featuring safety systems and compact design.

Google search scam alert: fake customer service numbers can give scammers remote control of your phone. Learn how to spot these traps and protect yourself.

Electric vehicles overtake gas cars in total CO2 savings after just two years of driving, with emissions benefits growing over time as power grids get cleaner.

Louvre Museum reportedly used "Louvre" as password for surveillance system during $100M jewel heist. Learn how weak passwords put even famous institutions at risk.

Bipartisan AI jobs bill from Sens. Hawley and Warner would require companies to report AI-related layoffs and hiring to Department of Labor quarterly.

Joe A. from Shelton, Connecticut, lost $228,000 to a ZAP Solutions cryptocurrency investment scam after his divorce, highlighting rising online fraud.

AI-powered autonomous trucks from Waabi and Volvo target U.S. freight driver shortage with Level 4 self-driving technology and NVIDIA computing platform integration.

Survive flight disruptions with expert travel tips: Book early morning flights, download airline apps and know your refund rights during service cuts.

Apple's iOS 26.1 update delivers major security fixes, performance boosts and enhanced privacy controls for your iPhone. Discover why updating now protects your data.

Russian hackers use fake CAPTCHA tests to spread dangerous malware targeting governments and journalists. Learn how to protect yourself from these deceptive attacks.

Stay up to date on the latest AI technology advancements and learn about the challenges and opportunities AI presents now and for the future.

Miami-Dade debuts America's first autonomous police SUV with AI cameras, drone deployment and real-time crime detection in groundbreaking law enforcement pilot.

Bank impostor scams cost Americans $2.9 billion as criminals use AI voices and caller ID spoofing to steal life savings. Learn nine essential fraud protection tips.

Foreign-owned apps secretly harvest personal data from seniors, making them prime targets for scams. Learn how to protect your privacy and stop data brokers today.

Sens. Josh Hawley and Richard Blumenthal introduce bipartisan GUARD Act to protect minors from AI chatbots through mandatory age verification and disclosure requirements.

Ghost-tapping scammers exploit wireless technology to drain accounts through small transactions, but RFID-blocking wallets and transaction alerts can protect you.

Hunters and Gatherers - Are You Serving Both Their Needs?

Strategic Planning