How to find your target customer

Do you know who your target customer is? According to retail strategist Debra Templar, any retailer without a clear understanding of their target consumer is “flying blind.”

And while you might be hoping to simply woo anyone who enters your store, Templar says a successful retailer can’t be all things to everyone.

Here’s how to pinpoint your ideal customer in order to get the right people through the door (or into your online store).

Research existing customers

How well do you know your existing customers? Understanding who’s already buying your products or services offers important clues about who to target next – and where to place any advertising.

Mellissah Smith, founder of Marketing Eye, says there are plenty of ways to better learn about your audience.

“If you have an e-commerce site for your retail store, it’s easier to understand who your customer is by using a technology plug or simply HubSpot, Preezie or any other automated tool that collects customer insights,” she says. 

You could also comb through social media data; Facebook and Instagram analytics, for example, offer information about followers’ ages, gender and location.

Go in-depth

Once you’ve gathered basic information about your existing customers, start crafting a more detailed “target persona,” taking into account age, buyer habits, geographic location, occupation and income. “The next level is capturing their online habits, likes and dislikes – which is where the fun in getting to know your customer really is,” says Smith.

Often the life stage of your customers, and their interests, can be more important than targeting a specific age group, explains Templar.

Are they single or married, do they have young kids or teenagers? What do they do for fun?

“For example, don’t ever send anything to me about babies and children – I don’t have any, I’m not interested,” says Templar. “But if you send me something about books or stuff I’m interested in, I’m going to open it.”

Focus groups and customer surveys can help uncover this type of information, and if you do want to know your customers’ ages, a birthday club – including a discount – is one way to find out.

Don’t forget COVID-19

Smith warns that the global pandemic has upended many shoppers’ habits – and, as a result, retailers should consider revisiting their customer personas.

Templar gives the example of one shopping mall that effectively targeted its marketing to reach locals within 10 miles.

“This is the year to really concentrate on local, on your state, on your country, because that’s who your market has to be,” she says.