How to use demographics, psychographics and analytics to create core customer profiles and then target market those customers for more sales.

1. Targeting Your
Core Customers
How to Recognize Your Different
Buyers and Better Sell to Them
Presented by Susan Wagner
Editor, Smart Retailer

2. www.smart-retailer.com/subscribe

3. Who Really Are Your
Core Customers?

4. Who Really Are Your
Core Customers?

5. Who Really Are Your
Core Customers?

6. Your Customer is Not…
YOU!

7. Identifying Your Customers
Review
Demographics
Determine
Psychographics
Analyze
Geographics
Survey Behaviors
Build a Profile

8. 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?

9. 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?

10. Analyze Geographics
Where do they live?
Where do they
work?
What is the lifestyle
of the area?
How far will they
travel to shop?

11. Survey Behaviors
Keep it simple
Offer something in
return
Explain how it will
help improve
business
Keep info private

12. 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?

13. Build a Profile
Use your
demographics
Include the details
Personalize it

14. 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

15. 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

16. 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

17. 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

18. Business Women
Stay open late
Carry trendy
merchandise
Accept credit cards
Use a customer-loyalty
program
Market through social
media and mobile
marketing
Offer e-commerce

19. Busy Mom
Make store kid-friendly
Provide fun “keep-them-
quiet” gifts
Provide shopping
baskets
Sell gifts-to-go
Anticipate needs
Be part of the
community

20. Older Generation
Remember, grandkids
rule!
Provide convenience
Keep aisles open
Make merchandise
easy to reach
Print signs large
Use traditional
marketing
Don’t patronize

21. Vacationers
Engage them
Realize they will often
spend more
Stock items that make a
memory
Make your shop a
destination
Provide added
experiences
Advertise beyond your
local area

22. Girlfriends
Carry BFF gifts
Use social media
Host fun events
Partner with other
businesses
Make shopping an
adventure

23. Local Shoppers
Connect with the
community
Stay top of mind
Work with other
businesses
Choose hours and price
points reflective of
community

24. Now What?
Target Your Revamp Your Store
Marketing – Make aisles bigger
– Sell benefits, not features – Adjust your signage
– Use the appropriate ad – Provide children’s or
medium men’s sections
– Create different messages – Change your hours
for different groups – Provide different services
Enhance Your Update Your
Displays Merchandise
– Incorporate technology – Bring in new categories
– Promote benefits – Adjust prices
– Create gift-giving sections

25. Learn to Suggestive Sell
Train your staff
Let it be natural
Be observant
Ask questions
Watch for buying signals
Did you see this?
Help make the decision
Complement their choice
Encourage the sale with
“why not?”

26. 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.

27. Targeting Your
Core Customers
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