targeting your core customers for state park gift shops
DESCRIPTION
Learn how to identify your core customers, build a profile of them and use it to create better displays, marketing tips, signage and suggestive selling tactics.TRANSCRIPT
Targeting Your Core Customers
How to Recognize Your Different Buyers and Better Sell to Them
Presented by Susan WagnerEditor, Smart Retailer
Who Really Are Your Core Customers?
Who Really Are Your Core Customers?
Who Really Are Your Core Customers?
Your Customer is Not…
YOU!
Identifying Your Customers
Review Demographics
Survey Them
Build a Profile
Review Demographics
Where do they come from?
How old are they?
How often do they visit?
How long do they stay?
What is their income?
Do they come alone or in groups?
What do they need?
Survey Them
Keep it simpleOffer somethingExplain how it will helpKeep info private
Build a Profile
Use your demographicsInclude the detailsPersonalize it
Build a Profile
Scott, Susan, Molly and Kevin: Virginia family of four, parents in their early 30s, grade-school-age kids, lives about 1-2 hours away, likes to come for a couple days for a mini-vacations, comes once or twice a year, likes to camp but aren’t roughing it, will spend on their kids, makes a good income, believes in educational experiencesDale and Margaret: Older couple, has time to travel, likes to see new locations, sometimes bring their grandkids with them, likes to bring back memories of their trip
Families With Kids
Simple souvenirsTreats and goodiesFun things to keep the kids happy (or quiet)Keep displays at kids’ levelMake displays funDemonstrate the items
Day-Trippers
Simple souvenirs that can reflect their trip
Items they forgot
Interact with them
Users (campers, boaters, swimmers…)
Useful goodsThe basicsThings they forgotThings they need (sweatshirts, hammer)Park-themed personal gifts (wind chimes, travel clocks)Make use of signsConnect with their passions
Aficionados
Connect with their passionsWill often spend moreGive them something uniqueThink beyond the basic gifts (scarves, clocks, afghans)Capture their informationEngage them
Nature Lovers
Pick the proper products
Make engaging displays
Use signage to explain eco-benefits
Vacationers
Local-made items
Specialty foods
Willing to spend
Want to take back a memory
Play With Pricing
Price lower, or higher!
Play mind tricks
Remember, more is better
Dazzle With Display
Invite them in!
Cross-merchandise
Move it around
Add movement or sound
Shine the light
Learn to Suggestive Sell
Train your staffLet it be naturalBe observantAsk questionsWatch for buying signalsDid you see this?Help make the decisionComplement their choiceEncourage the sale with “why not?”
Love It, Don’t Leave It!
Your gift shop is a money-maker, not something your visitors “don’t do” or that bottom-of-the-list task.