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Targeting Your Core Customers for Gift Shops
The document discusses strategies for identifying and understanding core customers to enhance sales. It emphasizes the importance of analyzing demographics, psychographics, and customer behaviors to create detailed customer profiles. Additionally, it provides practical marketing suggestions, such as enhancing store layout and using targeted promotions to meet the needs of different customer segments.
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Targeting Your Core Customers for Gift Shops
- 1. Targeting Your Core Customers How to Recognize Your Different Buyers and Better Sell to Them Presented by Susan Wagner Editor, Smart Retailer
- 2.
- 3. Who Really AreYour Core Customers?
- 4. Who Really AreYour Core Customers?
- 5. Who Really AreYour Core Customers?
- 6. Your Customer isNot… YOU!
- 7. Identifying Your Customers Review Demographics Determine Psychographics Analyze Geographics SurveyBehaviors Build a Profile
- 8. Review Demographics What istheir 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 aretheir 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 dothey live? Where do they work? What is the lifestyle of the area? How far will they travel to shop?
- 11. Survey Behaviors Keep itsimple Offer something in return Explain how it will help improve business Keep info private
- 12. Survey Them What ToAsk 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 Useyour 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 openlate 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 storekid-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! Provideconvenience Keep aisles open Make merchandise easy to reach Print signs large Use traditional marketing Don’t patronize
- 21. Vacationers Engage them Realize theywill 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 Usesocial media Host fun events Partner with other businesses Make shopping an adventure
- 23. Local Shoppers Connect withthe 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 SuggestiveSell 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 www.slideshare.net/smart_retailer