When creating an effective retail strategy, it is crucial that you understand who your customers are. A great retail marketing campaign will target particular age groups and demographics, appealing to individuals and enabling them to connect with your store.

Once you have identified and marketed to your ideal audience, it should be simple to bring them in the door and encourage them to purchase your goods, right?

Unfortunately, customer types go far beyond the typical demographics – with every age group, ethnicity and potential demographic affected a diverse range of influences once inside your store. Understanding your audience requires you to not only identify who they are, but also address potential personality types that could impact on their decision to make a purchase in your store.

So, what are the common character traits, and how can you encourage them to open their wallets?

The impulsive consumer

This customer likely wandered into your store without a plan, which can make them difficult to pin down. While they probably don’t have a specific purchase in mind, you can convince them to make an impulse buy with the right in-store advertising.

The easiest way to inspire a sale is to appeal to their spontaneous nature. Offering in-store only sales, with limited time frames, to ensure these individuals feel the pressure to make a purchase sooner rather than later.

The loyal customer

When your regulars walk through the door, it’s important to ensure they feel welcome. Reward and support their loyalty by making personal connections. Smaller retailers can achieve this by keeping records of what consumers last purchased, and ensuring employees follow up on past sales or conversations.

The direct buyer

The direct buyer is the customer who walks into your store with a set plan. They know the product they are after and are unlikely to make impulse purchases.

Capturing the sale from this consumer is simple – you have to make sure they can find what they want easily. If it takes too long to find the right section, or the customer is forced to ask an employee for help, they may decide to move on to another, more efficient store.