00:00.00
retailjosh
Welcome back to the Retail Initiative Podcast I'm glad you're here I'm excited because this episode I'm gonna dive into the question can you have more than one perfect customer I Think there's a lot of opinions here and in true fashion and to ah, no surprise. From anyone that's in my life I would love to share mine I think it's going to be beneficial to you So I'm going to queue the intro and then we'll hop right in.
00:47.42
retailjosh
Awesome! So a question that I get a lot especially with our clients is what I really mean about the idea of only having 1 perfect customer. So if you've listened to me before I say that a retail business especially 1 trying to grow online can really only have. 1 avatar and and what I mean here is you don't have a age range. You don't serve women between 25 and 65 with various incomes and and so on because when we do that. Ah, we're not buying for ages 25 to 65. We're buying for 25 year olds for thirty year olds for thirty five year olds and so on and it's hard to be profitable, but most important when someone lands on a page they need to land there and immediately say this is it. This is for me I'm in the right place. And when we don't know who that person is we're going to have a really hard time making them feel that way and in store I think a lot of us get around this because we're friendly. We provide really good customer service and so we can make someone feel like they're in the right place because of our demeanor because of our service. It almost negates the fact that we don't know who our customer is but online we can't do that and it's that idea of you know if it's everyone's if it's everyone's fault. It's no one's fault. Well, this is that exact same thing if everyone is your customer then there's not anyone in the world that's going to land on your page and say hey this is this is for me. Any of you ever been to a website and you literally feel like understood you feel like there's finally a brand that makes clothes that are for people like you or home to core or you name it or that thinks about dog. Whatever dog health care and the way that you do those kind of things are so helpful. But I think a lot of us. Don't take this approach but the follow up question to this is okay so if we don't have more than 1 avatar one. Are there exceptions to that rule and 2 what if how do we find out who they are so first I want to share the 1 exception and the 1 exception to my rule around. Having 1 avatar 1 perfect customer is things that I would say are identity-based stores or identity-based businesses meaning pet stores equine type stuff guitar shops, music stores hobby things. Ah, you know someone who is fifteen years old and 65 year old you are selling to the aspect of their identity that is a guitar player and it's not about their life stage or any of that. Um it more is about the type of guitar player that they are and so I think that's one for a different episode That's you.
03:32.22
retailjosh
Ah, feel free to listen to the rest of it because some of this is going to be valuable to you. Ah, but know that there are some differences in those type of businesses. But for those of you doing any kind of apparel gift ah home decor any of those things I think this rule applies to. Ah, so how do we figure out who our perfect customer is if we don't know who they are How do we learn I can tell you the first thing the mistake we could make is we could go and try to run a report you try to run a report and and learn passively who our customer is and we can certainly learn passively. But I think the mistake here is what if. What if we don't want to serve necessarily. What has passively been happening during the time we haven't understood our customer or or what if we've been really marketing to someone that we haven't intended to but at the end of the day. It's what our business looks like now and what what if we use this as an opportunity. To shift it and really start serving a customer that we want to so that's question number one who do you want to serve when you're identifying your perfect customer. We. Don't want to serve a demographic that you don't enjoy helping so who do you want to be working with what if you had to pick your best friend that your brand is going to be buddies with. Who is that person going to be so let's start there who do we want to serve next is who can you serve you know, have you ever met a retailer who who is serving a demographic different from theirs which is great. That's okay, um, but they don't quite get it. They don't get that demographic to the degree that they probably need to to be a buyer for them. So if a good test here is an example that I love to use Spotify does those like weekly playlists for people if you couldn't guess the weekly pay playlist for your perfect customer. That's in a different demographic. And there's a good chance. We don't know them deeply enough to be able to serve them because we need to be so in their world that we could guess their Spotify playlist. So maybe maybe that maybe that's you maybe that's not um, but who first off, who do you want to serve and then who can you serve your skill sets your talents. The the groups that you understand does that overlap and then lastly is who can support the business. You know we may be like yeah um I could do high fashion all day long. But if we serve a demographic that can't afford that well, that's not going to help support the business and so I think. You know if you had like the 3 circles that all overlap your perfect customers in the middle who do you want to serve who can you serve and who can support the business is really that perfect mixture. Ah and and then from here we figure out who that person is and we want to start to ask ourselves some core questions first who are they.
06:20.85
retailjosh
What are their demographics so they married what's their income. Do they have kids all of those all of those pieces identify who they are then we want to identify how do they shop for what you sell not necessarily with you. But what things do they care about what details matter. Ah, what does what you sell do for them. What are the benefits of that of the things that you provide and then lastly we want to really look at their deeper. Why? ah and understanding. You know, let's say we're serving women that are 30 three years old they're moms and that's our core customer. They're deeper why they have this you know unique thing of they're now a wife and a mom but they want to keep a sense of self and who they are when we can understand that we can start to see where the dresses that you sell are going to start fitting in to those pieces. So again first we want to identify. Who our perfect customer is and we want that to be someone that that we can serve that we want to serve and that can support the business then we want to look at who they are their demographics how they shop and they're deeper why? So I hope that these are helpful for you. This is what we take our. Our clients through through our programs at a much deeper level and I hope that this gets you thinking? Okay, how can I really understand who they are because as you're updating your site as you're buying as you're doing everything this impacts it this is going to impact everything that you do because you can look at your page and immediately say. Hey would she would she know she was in the right place based on the image based on the copy based on the layout they walk into your store would they know they're in the right place when they go into your Instagram would they know they're in the right place would they connect with your brand and if they wouldn't you you now have something that you can shift and change. Ah, so I hope that this has served you I'm grateful for you being here and yeah, so I will see you next week and the 1 favor if you could if you could leave a review that would be so helpful. It helps us. Ah, reach more people that can be served in this way. So grateful for you and I will see you next week
