A new series of studies has found that shopper pickiness can go beyond shopping for the ‘best’ option. The researchers define what it means to be ‘picky’ and also developed a scale for measuring shopper pickiness.

A new series of studies has found that shopper pickiness can go beyond shopping for the «best» option. The researchers define what it means to be «picky» and also developed a scale for measuring shopper pickiness.

Margaret Meloy, department chair and professor of marketing at Penn State, said the findings could help companies devise the best strategies for satisfying their pickier customers.

«If a company knows they have a lot of picky customers, they may need to change the way they reward salespeople or dedicate specific salespeople to their pickiest customers, because picky shoppers have very narrow preferences and they see perceived flaws in products others wouldn’t notice,» Meloy said. «Alternatively, a company may allow picky shoppers to customize their products to satisfy their idiosyncratic preferences. It’s not just about offering the best products, but offering the products that are best for the picky customers.»

Meloy added that even the most robust promotional strategies, like offering a free gift with purchase, may fail with picky customers.

Previous research has found that about 40% of people have family or friends they would consider «picky,» suggesting the trait is common. The researchers said it might be helpful for retailers to have a better understanding of what being «picky» means for their customer base, and what those customers may need from a product or shopping experience.

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