This document discusses different types of customers and how to understand their behaviors. It identifies 5 main customer types: loyal customers, discount customers, impulse customers, need-based customers, and wandering customers. For each type, it provides details on their characteristics and purchasing behaviors. The document emphasizes that loyal customers make up a small percentage but account for over half of sales. It stresses understanding customer behaviors and turning other customer types like discount and impulse customers into loyal ones through positive experiences. The conclusion states the goal is to have legendary customer service.

1. Types of
Customer

2. customer
A person or organization who uses the
product or services we provide.
Without customer there is no company.
unknown

3. SO………… How!!! &Why????
.We should know customer……to capture &
retain them.
. For that customer segmentation is must.
. Is every customer equally profitable?
. If we don’t take of our customers someone else
will !!

4. Types of Customer’s.
.Based on unique behavioral attributes,
customers are of following types
.Loyal customer
.Discount customer
.Impulse customer
.Need based customer
.Wandering customer

5. Loyal Customer
.They represent no more than 20 percent of our
customer base, but make up more than 50 percent of
our sales.
.Nothing will make a Loyal Customer feel better than
soliciting their input and showing them how much you
value it.
. These people are the ones who can and should
influence our buying and merchandising decisions
.We need to be communicating with these customers on
a regular basis by telephone, mail, email, etc..

6. . Customer satisfaction
will lead to customer
expectation.
. 1 Satisfied customer
will lead to 500 new
customers.
. the more you do for
them, the more they
will recommend you
to others.

7. Discount Customer
They shop our stores
frequently, but make
their decisions based
on the size of our
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8. .This category helps ensure your inventory is turning
over and, as a result, it is a key contributor to cash flow
.This same group, however, can often wind up costing
you money because they are more inclined to return
product.
.Merely satisfied customers, also show defection ready to
switch.
.Chase low prices.
.Milk these customers as long as they are active or in
discount seasons.

9. Impulse Customer
They do not have buying a particular
item at the top of their “To Do” list,
but come into the store on a whim.
They will purchase what seems good
at the time.

10.  Clearly, this is the segment of our clientele
that we all like to serve.
 There is nothing more exciting than assisting
an Impulse shopper and having them
respond favorably to our recommendations.
 They will purchase what seems good at the
time
 Buy on impulse.
 Maximize the profit on each transaction.
 Pursue fashion trends.

11. Need Based Customers
 People in this category are driven by a
specific need.
 When they enter the store, they will look to
see if they can have that need filled .if, not
they will leave right away
 It is difficult to satisfy these people.
 Customers are habitual of particular brand.

12.  Show inertia in brand switching.
 Need based customer can easily be lost to
internet sales or a different retailer.
 So to overcome this threat, positive personal
interaction is required.
 They can also become loyal customers if they
are well taken care of.

13. Wandering Customer
 They have no specific need or desire in mind when
they come into the store.
 They want a sense of experience or community.
 They make up the smallest percentage of sales.
 keep in mind, however, that although they may not
represent a large percentage of your immediate
sales, they are a real voice for you in the
community.
 Although wandering customers cannot be ignored,
the time spent on them needs to be minimized.

14. Using this understanding to help turn Discount, Impulse, Need-Based, and
even Wandering Customers into Loyal ones will help grow our business. At the
same time, ensuring that our Loyal Customers have a positive experience each
time they enter our store will only serve to increase our bottom-line profit
To be successful, it will require patience and understanding in
knowing our customers and the behavior patterns that drive
their decision-making process.
The goal as a company is to have customer service
that is
not just the best, but legendary.
Conclusion