Identify and sell to common types of retail customers

In the retail environment, understanding your customers and tailoring your sales approach to meet their needs is crucial for success. Here are the most common types of retail customers and effective strategies to sell to them.

1. The well informed shopper

Characteristics:

• They have done extensive research.
• They have checked reviews and compared prices.
• They are knowledgeable about the products.
  
  

Sales approach:

• Acknowledge their expertise: Recognise their knowledge and appreciate their efforts in researching.
• Listen and ask questions: Engage them in conversations to understand their specific needs and preferences.
• Provide detailed information: Ensure that comprehensive product details are available both in-store and online. Highlight unique features and benefits that might not be immediately obvious.
  
  

2. The showroomer

Characteristics:

• They prefer to see and try on products in-store.
• They may purchase online if they find a better price.
  
  

Sales approach:

• Emphasise value over price: Highlight the unique value propositions of buying in-store, such as immediate possession, customer service, and return policies.
• Offer incentives: Consider price matching or offering exclusive in-store discounts to entice them to purchase.
• Stress convenience: Emphasise the convenience of taking the product home immediately versus waiting for an online purchase to arrive.
  
  

3. The wanderer

Characteristics:

• They are browsing without a specific intention to buy.
• They enjoy the shopping experience itself.
  
  

Sales approach:

• Create a welcoming atmosphere: Make them feel comfortable and at home in your store.
• Give them space: Avoid pressuring them with hard sells. Instead, offer assistance if needed.
• Highlight attractive displays: Use eye-catching displays to draw their attention and spark interest in products they may not have considered.
  
  

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