DISC goes Holiday Shopping 2009
Thursday, December 24th, 2009Happy Holidays!
Well hopefully by now you’ve done your holiday shopping and are ready to relax and enjoy the rest of the season. While you were out there roaming the malls and the big box retail stores (assuming you didn’t do all your shopping online this year) you may have noticed some classic DISC behavioral styles during your people-watching…
Did you spot the Highest D in the crowd? The assertive High D will move powerfully through the crowd. Practically knocking people over! They are efficient shoppers: in, out, done. If the whole scene is too frustrating and anger-producing (crowds, waiting in line, traffic and parking), they may simply delegate the shopping to someone else. The actual gifts the High D buys might just be to address a bottom-line productivity improvement for the recipient or they might simply take the efficient route and give gift certificates.
How about the Highest I? For the High I, shopping is an event. Like a kid in a candy shop, the High I gets excited about the experience of being out and about and shopping. While you were taking a break at the food court you may have seen them holding forth in an animated way near a glittering display. They probably met friends for coffee or snacks to make an occasion of the shopping expedition. If you’re a salesperson watch for the High I – a high I might get frustrated if you don’t give enough attention. The High I will also often buy from emotion, so that extra attention might lead them to buy more than they should. High I’s may accidentally buy more than one gift for some people, and forget to get gifts for others. They may buy gifts they like themselves, assuming that the recipients will like them too. There will be impulse buys, and trendy (even risky) selections. The gifts may be chosen out of shared experiences, and to provide experiences: party and hospitality gear, bed and bath, candles and music.
Did the Highest S get lost in the crowd? You might not see them if the mall is really busy. They certainly don’t like being caught in a last-minute rush. In fact by now all of their shopping is probably done – of course, the High S may have started picking out holiday presents in July! The High S at the mall can be found at the same trusted stores they habitually frequent. The gifts they choose will be solid, reliable favorites, not risky or trendy in any way. High S’s may well prefer to stay home and make personalized gifts, or bake holiday treats for family and friends.
And what about the Highest C? If you saw them at the mall they were likely to be doing research and comparison shopping for purchases that they were then going to make online so they will be sure they are getting both the highest quality and the lowest price. If they are purchasing at the mall (rather than online), it will be in the specialty shops. If they go to a department store, you’ll see them reading labels and decoding the actual terms of the sales coupon. If they engage a salesperson it will be to inquire about scheduling shipping, the details of the return policy or other factual information. High C’s might get bogged down in the details of weighing the relative merits of the mail-in rebate versus the instant rebate, the cost of the warranty versus the percentage of likely future repairs.
Don’t forget these are just the Highs – the Low D, I, S, and C are out there too, and most people aren’t just “one note” – any of the D, I, S or C factors can resonate with another as a behavioral cluster in the same person, but this “broad-strokes” exercise might help you to appreciate (and adapt to) the differences among us as we all prepare for holiday occasions.
Best wishes for the holidays from Art and the Data Dome team!
