Devoted to online marketing, viral marketing, and web marketing

The results of a recent study by Gartner confirmed the two types of shoppers that have always existed still operate that way online.

You have the typical shopper that knows what they want, knows where to get it, and wants to buy and leave as quickly as possible.

Serving this particular market segment, which is usually male, isn't that difficult. We must have minimal steps to take to make the transaction with simple instructions on how to do it at every stage. Fast and simple is the operative here.

The other type of shopper was coined the "social shopper," who wants the process to be more of an experience where can make emotional connections with other shoppers through provided tools like blogs, shared content, bulletin boards and reviews. This is as important to "social shoppers" as much as the item they're seeking to buy.

What is important about this for online marketers is that it leads to impulse buys, when various information and contace is made during the Web site excursions.

According to Ray Valdez, the analyst that oversaw the study, there are four elements that should be included to reach the social shopper: a very simple buying process; a seamless blending of shopping and nonshopping activities; free-form information not controlled by one vendor; and information and links to other vendor locations.

The study concluded that the "social shopper" is being underserved in the current online business world.  

One caveat here, as Fair Indigo founder Bill Bass said, "I'm not sure I want our site to be a place for people to chat or browse around for the latest hot product. I'm not sure you can get the shopping mall experience by clicking on your computer."
 
Obvious models to look for ideas from are Amazon.com (AMZN) and eBay (EBAY), which have robust social connecting tools and  feedback mechanisms in place for social shoppers to use.

At the same time, it all may not work the same for all types of businesses.

The bottom line is that there needs to be included with each online Web seller the opportunity for social contact and the ability to go through the checkout process quick.

Serving the focused shopper and the social shopper simultaneously is going to become an increasingly important part to our online success.