One of the things that makes running a retail store so interesting and fun (most days) is the fact that you can encounter an array of characters at your shop. From easy going shoppers who make small talk, to customers on a mission who just want to get in and out of the store, retailers deal with various types of people on a daily basis. And as any good merchant knows, there isn’t one single solution or best practice for converting all kinds of customers. Each type comes with its own set of qualities, and retailers have to acknowledge these distinctions and tailor their approaches accordingly. To help you do this, we’ve compiled a list of the most common types of customers that you may encounter, along with tips on how to approach and sell to each one

1. You will encounter a wide array of characters in a retail store.
Each one requires a unique approach.

2. Does a ton of research before making
purchase decisions.
Key to Connecting:
Engage while they’re in research mode.
Increase your store’s visibility on online
and mobile channels.
In-store:
Acknowledge their expertise and listen.
Then, ask questions to see if you can
offer up info that they haven’t uncovered
in their research.
1. THE WELL-INFORMED SHOPPER
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3. Checks out products in person,
then looks for a better deal online.
Key to Connecting:
In-store offers
Loyalty programs
Special benefits
Position your merchandise and store
as distinct and aspirational.
2. THE SHOWROOMER
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4. The “just looking around” customer.
Key to Connecting:
Acknowledge them, then leave
them alone. Invading their space
will drive them away.
Make them feel welcome, casually
mention items on sale, then leave
them to it.
3. THE WANDERER
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5. They already know what they want
and won’t waste time getting it.
Key to Connecting:
Simply stay out of their way.
If they ask questions, give them
straight-forward answers.
If they’re getting held up by a long line,
you can delight them by opening up
a new till, or by charging them through
a hand-held POS system.
4. THE CUSTOMER ON A MISSION
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6. Often caused by too much or too little
information.
Key to Connecting:
Figure out their specific needs
and tell them what they need to know.
The goal is to educate, not sell.
If you are honest about what your
products can and can’t do,
the customer will trust you next time.
5. THE CONFUSED OR INDECISIVE SHOPPER
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7. The main factor in their decision is price.
Key to Connecting:
Make them feel like they’re getting
a good deal. Point out value over
price, and why buying from you
will save them money in the long run.
If they won’t budge and only want
the cheapest, grab their contact
details to notify them next time
you have a sale or promotion.
6. THE BARGAIN-HUNTER
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8. You love their enthusiasm, but sometimes
they keep you from doing your job.
Key to Connecting:
Nicole Reyhle’s script for politely getting
away from a talkative customer:
Look them in the eye, smile, and say,
“I would so love to talk to you more
about this – but I see someone else
who needs my help too. I will check back
in with you, ok? Thanks for being here.”
7. THE CHATTY CUSTOMER
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9. YOUR TURN
Have you encountered
a shopper type that’s not mentioned
in this presentation?
We’d love to know!
Share how you approach them
in the comments below.