When it comes to running a successful retail business, one of the key components is being aware of your ideal customer. stuff4yourclub keeps track of a buyer persona to ensure that our efforts contain the right message and are reaching the right people.
To define our buyer personas, we identify the broad groups of consumers that we have. With the use of purchase data to weed out wholesalers and bulk buyers (if that’s applicable) — the best data for developing our buyer personas is what we know about our end customers.
Then we take the time to take a look at our product(s) and think broadly about who is making purchases — are most consumers buying for themselves or are your items typically purchased as gifts for others or for business purpose? Is your stock sold mostly around certain holidays? Are some items specific to certain demographics, like apparel, promotional, awards & plaques, signage?
After defining our customers into broad categories, we will identify what more granular information we need to create the personas. Responsive Inbound Marketing outlines the following as the major questions you’ll need to answer to move forward:
Going through all of the information above will give a more insight of the customers that we are dealing with.
Now that we’ve identified the information that we need to build our buyer personas, we start gathering data and intel. Starting with the information we already have about our customers with customer data from account setups, contest submissions, or newsletter subscriptions, to build the buyer personas.
For those using stuff4yourclub POS, you can access this data in customer profiles. Scrolling through customer data as well as their order history can be enlightening when crafting your buyer personas, so take some time to peruse the area in your point-of-sale system.
If you haven’t used customer accounts before, consider utilizing this important tool in the future to save customer information and track order histories.