Do you ever wish you could read your customers' minds? Knowing what they like and what they're interested in would help you sell them exactly what they want! Well, one of my clients asked me this. What could I say so? I said, "Well, that we all do."
Do not think that because you like it, your customers do. I had a client who had a clothing store. His daughter told them that she knew what young girls wanted. So, based on her recommendation, they brought some stuff, and their customers did not like those items.
Still, I can tell you that some tools are available to help you discover more. There's no magic trick; there are several ways modern retailers can find out what makes their customers excited. Big businesses spend a lot of money on research, but smaller retailers have a secret weapon—they can talk directly to their customers!
Let's Get Chatty
The best way to find out what interests your customers is to ask! It's often as easy as talking to them. You can start with "Got any fun plans for the weekend?" or "What do you like to do in your spare time?" You'd be surprised at what people share!
Run informal focus groups.
When a few people come in to buy a product in a group, and you are helping them, ask them what they are looking for, what they want from the product, etc. Once they have brought it up, maybe ask them a few open-ended questions like: “What do you like and dislike about the products?” "What other similar products have you seen?" "What factors influence your purchase decisions?" Details here.
The Digital Detective
The internet now is a treasure trove of information about your customers. Here's where to look:
Social Media
Why not check some of your customer's Facebook pages? See what they share, like, and comment on. Look at the groups they're in and the events they RSVP to. Do a little 'detective' work on their profiles. Of course, be respectful of privacy, but public posts often give you great clues about their interests.
Google Trends
This fantastic (and free!) tool tells you what people are searching for. You can even narrow it down to your local area. Search for products you sell and see what else pops up. Are they searching for recipes? Maybe you've got a bunch of foodies coming into your store. Check here for some details on how to do it.
POS Systems sales reports
See if any patterns emerge. Do you sell heaps of gardening stuff in spring? Maybe your customers are green thumbs! What sells well before the Grand Final? What happens about Easter? Details here.
Experiment
The simple fact is that most ideas do not work. You need a thick skin. You will fail many times more than you succeed. Not every idea will be a winner. That's okay! Do not reinforce a defeat. Stop and go elsewhere. Look at the ideas that work and then look for ideas around the concept that works. I had a client who did well-selling phone cases. They then looked for other products they could sell to the customers who were buying these cases and decided to increase their range to include some mobile accessories; what went well were the charging cables.
The trick is to try different things and pay attention to what gets customers buzzing.
Success! How Do You Know It's Working?
If it's not measured, how do you know what is happening? There are a few ways to tell your customer sleuthing is paying off:
Happy Customers = More Sales
If people buy it, you promote the right stuff!
Loyal Friends
Customers feel special when you stock what they love. They'll keep coming back.
Buzz and Excitement
A great sign is if your products produce this buzz and excitement.
Wrapping It Up
Understanding your customers doesn't have to be complicated. Use a mix of these ideas, and don't forget to have fun along the way. The more you know what makes your customers tick, the better you can give them what they want.
