This blog introduces the third step, of the “10-steps to retail success“, Ideal Customer. 10-steps to retail success is a process / methodology I’ve developed for my 1-2-1 mentoring clients. Over the coming weeks / months I’ll be introducing each step with a little more detail.
Defining your ideal customer
Defining an ideal customer can be counter intuitive to a retailer who wants to increase their customer base – but it works!
If you know your customer in such a level of detail that they become as familiar to you as an “imaginary friend”, then you’ll be able to really “put yourself into their shoes” and you’ll be able to anticipate their needs and wants so that your business is primed and ready to deliver.
Market to your ideal customer as if you’re speaking to them 1-2-1
When you communicate with your ideal customer, through your marketing materials, like you were speaking with them on a 1-2-1 basis, your marketing messages will be much more engaging. Your message will resonate with all those people out there who are very much like your ideal customer. In addition you’ll also attract the “wannabes” – people who aspire to be like your ideal customer and the “has beens” – people who perhaps once were ideal but who may have moved on; nonetheless some of what you offer will still be relevant to the “has beens”.
Knowing your ideal customer makes everything else so much easier!
The concept of defining an ideal customer, and knowing them so well it’s like you’ve got an imaginary friend, will enable you to do many other things far more easily. You’ll be better able to select ideal products, present ideal pricing and promotions, determine the ideal channels and routes to market… Don’t under-estimate the power of being in tune with who your ideal customer is; this step 3 of the 10-steps to retail success underpins the next 3 steps which are core to your profitability.
Introducing Step 4 of the 10-steps to retail success – Range Planning
In the next blog about the 10 steps to retail success I’ll be introducing step 4, range planning. If you can’t wait then don’t forget that I’m also offering the “Be a retail champion by next year” programme, which includes 52 FREE weekly retail tips by email.
To sign up for that visit www.retailchampion.co.uk/retail-tips