Know Thy Customer – Let’s Chat With Vicki Stirling – Sunrise Junction

www.sunrisejunction.com.au

To create a successful marketing campaign, branding and consumer experience you must understand who your customer is. I wanted to find out a little more about the importance of consumer profiling.Vicki Stirling founder of Sunrise Junction works with retailers to align the brand model and the business model. So lets hear what she had to say about the importance of consumer profiling…

How important is consumer profiling in a retail business?

It is Paramount. In retail the more we know about our consumers the better we can service them and the more they will buy from us. In fact if we know them well enough they may not need to shop anywhere else!

Once you have a strong consumer profile you can base all of your retail investments on following it through. Everything from; product, marketing collateral & social media to; decals, signage & shop fit outs. All of this can be based on your consumer profile.

To really profile our consumers we need to get into their heads. We need to know; where else do they shop, what do they do at the weekends, do they have family to provide for, and do they love or hate Sale Season? We can’t get to know this through guess work; we actually have to ask questions.

A great way to do this is to invite a group of regulars to your store for a coffee and create a focus group. Allow them to speak, ask them about their likes and dislikes and get to know about their lifestyle.  Why do they come to your store, what do they like and don’t like about it? Remember, when they tell you what they don’t like make sure you action on it! Sessions like this don’t cost much, but they can really help you to know your consumer.

For more information go to www.sunrisejunction.com.au.