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10 retail personas critical for growth

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COVID-19 spurred a rapid acceleration of tech adoption and an evolution of the purchase journey, but over the past 12 months some trendlines have begun to level. Understanding shifts in consumer behaviour, preferences and attitudes will be critical to charting a successful growth strategy.

Leveraging YouGov data, we’ve identified 10 key consumer audiences about whom retailers need a nuanced POV.

Functional fanatics – 83% of adults in Britain say when it comes to day-to-day items, they choose functionality over luxury

Promo hunters – 72% of Brits report that they are more likely to try a new brand when it offers a promotion

Brand unloyalist – 70% of adults in GB say that they have favourite brands but if a different brand is on offer, they’ll buy that instead

Local shoppers – 66% of British adults prefer to shop at local businesses

Advice seekers – 60% of Brits value the opinion of experts when choosing products

Luxury avoidants – 58% of adults in GB say that luxury brands are not worth the price

Loyalty lovers – 54% of Britons shop more often with brands when they are a member of their loyalty programme

Tech-savvy shoppers – 49% of Brits wish all stores had user-friendly apps to make it easier to buy things from their phone

Subscription shoppers – 47% of adults in Britain say that subscriptions boxes encourage them to try new brands and products

High street eluders – 23% of say that they tend to avoid high street chains

Scope a targeted survey

Strategy, insights and product leads can leverage YouGov Surveys to specifically target these consumer cohorts within YouGov’s highly engaged panel – whether it’s a quick response survey or deep-dive study.