If you’re an online retailer, it is as crucial for you to get totally clear about your ideal customers as it is for any other type of business. Maybe even more crucial.
That’s because retailers usually invest more time, energy, and dollars into marketing than service-type businesses. So, it’s critically important to put your products in front of the right people.
As a retailer, you have a treasure trove of information about your customers right in your shopping platform. Nearly every popular eCommerce platform, such as Shopify, BigCommerce, and WooCommerce contains data that goes a long way to help identify your ideal customers.
Shopify’s customer metrics, for example, provide a real glimpse into your customer base. Reports you can access include first-time vs. returning customers, your most loyal customers, customers at risk, etc. So, what, exactly, should you look for?
3 Tips For Retailers To Identify Your Ideal Customers
1. They buy more than one item at a time.
The mantra of retail is upsell. Of course, you love all sales, but customers who buy more than one item at a time are those you’d like to clone all day long. Think about what multiple purchases say about them:
- They can afford to invest more
- They spend more time on the site
- They love your brand and selection
“As important as multiple items in a purchase are the customers who keep coming back. They are your true brand enthusiasts. They love your products, your prices, your selection and the user experience on your website.” – Shopify
2. They come back – a lot.
Another way for retailers like you to identify your ideal customers is how frequently they visit your site. The customers who check your site for new items, open your emails and click through, and those who react to your promotions – those are some of your true brand enthusiasts.
3. They write reviews.
Today, online reviews are the ultimate thumbs-up. Social media was founded on the reality that people trust the recommendation of their peers much more than company advertising. So, reviews are an essential tool for retailers.
Most shopping platforms have built-in features you can use to ask for, receive, and monitor reviews.
Some of the richest marketing messages can be gleaned from your reviews. (Read: The Hidden Gold In Your Client Testimonials & Customer Reviews)
“Product reviews are an essential part of an online store’s branding and marketing. They help build trust and loyalty, and typically describe what sets your products apart from others.” – WooCommerce
Pull It All Together
When you put all this together, you start to identify the ideal customer for your retail business. If you want to take it to the next level, reach out for more information about your customers so you can create an accurate ideal profile.
A useful tool is a survey. Most eCommerce platforms have survey software built right in. Shopify, for one, has a plugin called “Survey + Poll”. Or you can jump over to Survey Monkey and create a custom survey there.
But, before you create your survey, get very clear on what data you want and why. If your goal is to create an ideal customer profile, you’ll need some demographic and psychographic information from your customers. Ask questions such as their age, marital status, type of work, income, etc. Then ask some questions that go deeper into the psyche. (For ideas, download my free Ideal Customer Workbook here).
If You Conduct A Survey…
- Make it easy
- Make it clear
- Offer an incentive
(Contests work well, too. We all love a chance to win something, right?)
The Bottom Line
As an online retailer, you have access to heaps of data about your customers. Use it to understand them better and infuse what you learn into your marketing messages.
If you struggle with your website, your marketing, finding your ideal customers/clients, or just want some friendly and helpful advice from a seasoned entrepreneur (me!), feel free to write in the comments section below. I’m happy to help!