Targeting Your Core Customers for State Park Gift Shops

Post on 18-Dec-2014

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Learn how to identify your core customers, build a profile of them and use it to create better displays, marketing tips, signage and suggestive selling tactics.

Transcript of Targeting Your Core Customers for State Park Gift Shops

Targeting Your Core Customers

How to Recognize Your Different Buyers and Better Sell to Them

Presented by Susan WagnerEditor, Smart Retailer

Who Really Are Your Core Customers?

Who Really Are Your Core Customers?

Who Really Are Your Core Customers?

Your Customer is Not…

YOU!

Identifying Your Customers

Review Demographics

Survey Them

Build a Profile

Review Demographics

Where do they come from?

How old are they?

How often do they visit?

How long do they stay?

What is their income?

Do they come alone or in groups?

What do they need?

Survey Them

Keep it simpleOffer somethingExplain how it will helpKeep info private

Build a Profile

Use your demographicsInclude the detailsPersonalize it

Build a Profile

Scott, Susan, Molly and Kevin: Virginia family of four, parents in their early 30s, grade-school-age kids, lives about 1-2 hours away, likes to come for a couple days for a mini-vacations, comes once or twice a year, likes to camp but aren’t roughing it, will spend on their kids, makes a good income, believes in educational experiencesDale and Margaret: Older couple, has time to travel, likes to see new locations, sometimes bring their grandkids with them, likes to bring back memories of their trip

Families With Kids

Simple souvenirsTreats and goodiesFun things to keep the kids happy (or quiet)Keep displays at kids’ levelMake displays funDemonstrate the items

Day-Trippers

Simple souvenirs that can reflect their trip

Items they forgot

Interact with them

Users (campers, boaters, swimmers…)

Useful goodsThe basicsThings they forgotThings they need (sweatshirts, hammer)Park-themed personal gifts (wind chimes, travel clocks)Make use of signsConnect with their passions

Aficionados

Connect with their passionsWill often spend moreGive them something uniqueThink beyond the basic gifts (scarves, clocks, afghans)Capture their informationEngage them

Nature Lovers

Pick the proper products

Make engaging displays

Use signage to explain eco-benefits

Vacationers

Local-made items

Specialty foods

Willing to spend

Want to take back a memory

Play With Pricing

Price lower, or higher!

Play mind tricks

Remember, more is better

Dazzle With Display

Invite them in!

Cross-merchandise

Move it around

Add movement or sound

Shine the light

Learn to Suggestive Sell

Train your staffLet it be naturalBe observantAsk questionsWatch for buying signalsDid you see this?Help make the decisionComplement their choiceEncourage the sale with “why not?”

Love It, Don’t Leave It!

Your gift shop is a money-maker, not something your visitors “don’t do” or that bottom-of-the-list task.