Targeting Your Core Customers

How to Recognize Your Different Buyers and Better Sell to Them

Presented by Susan WagnerEditor, Smart Retailer

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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

Determine Psychographics

Analyze Geographics

Survey Behaviors

Build a Profile

Review Demographics

What is their gender?

Where do they live?

How old are they?

Are they married?

Do they have kids?

What is their income?

What is their education?

Do they own or rent?

Determine Psychographics

What are their lifestyles? Their interests?

What are their morals and values?

Are they family-oriented? Do they have pets?

Are they involved in associations or groups?

Are they trendy or conservative?

Are they leaders or followers?

How do they value money?

What is important to them?

Analyze Geographics

Where do they live?

Where do they work?

What is the lifestyle of the area?

How far will they travel to shop?

Survey Behaviors

Keep it simpleOffer something in returnExplain how it will help improve businessKeep info private

Survey Them

What To Ask in a Survey– How often do you shop?– When do you like to shop?– Do you shop alone or with others?– Do you mainly buy for yourself or for others?– What leisure activities do you enjoy?– What social media sites do you use?– What is important to you?

Build a Profile

Use your demographicsInclude the detailsPersonalize it

Build a Profile

Jennifer Business woman, early 30s, married, no kids, $100,000 income, busy lifestyle, enjoys going out with friends, owns an iPhone and iPad, likes to treat herself

Build a Profile

Maggie Young married woman, stay-at-home mom, two kids, one in grade school, one a baby, lives in starter home, involved in her church and a classroom helper, doesn’t have a large disposable income, but will spend on her kids

Build a Profile

Gladys Older woman, widowed, lived in same town all her life, 8 grandkids that she loves to spend money on, sometimes has trouble getting around

Build a Profile

Henry and Marilyn Tourists, travel from one to two states away, has disposable income, enjoys new experiences, likes to travel, likes to build memories

Business Women

Stay open lateCarry trendy merchandiseAccept credit cardsUse a customer-loyalty programMarket through social media and mobile marketingOffer e-commerce

Busy Mom

Make store kid-friendlyProvide fun “keep-them-quiet” giftsProvide shopping basketsSell gifts-to-goAnticipate needsBe part of the community

Older Generation

Remember, grandkids rule!Provide convenienceKeep aisles openMake merchandise easy to reachPrint signs largeUse traditional marketingDon’t patronize

Vacationers

Engage themRealize they will often spend moreStock items that make a memoryMake your shop a destinationProvide added experiencesAdvertise beyond your local area

Girlfriends

Carry BFF gifts

Use social media

Host fun events

Partner with other businesses

Make shopping an adventure

Local Shoppers

Connect with the communityStay top of mindWork with other businessesChoose hours and price points reflective of community

Now What?

Target Your Marketing– Sell benefits, not features– Use the appropriate ad

medium– Create different messages

for different groups

Enhance Your Displays– Incorporate technology– Promote benefits– Create gift-giving sections

Revamp Your Store– Make aisles bigger– Adjust your signage– Provide children’s or

men’s sections– Change your hours– Provide different services

Update Your Merchandise– Bring in new categories– Adjust prices

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?”

Reach That Target!

You can’t build a strong marketing program unless you target your market. And once you target your market, you

an target more sales.

Targeting Your Core Customers

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