03 Sep 2024

Common Types of Creative Retail Customers and How to Sell to Them

In the lifestyle design retail sector, success depends on a deep understanding of the diverse needs and preferences of your customers. Each shopper is unique, with distinct motivations, tastes, and purchasing behaviours. By recognising these differences and tailoring your approach, you can create a more engaging shopping experience that not only meets their expectations but also fosters loyalty and drives sales. Here’s how to identify and cater to different types of lifestyle design customers.

1. The Aesthetic Enthusiast

Characteristics:

Deeply interested in design aesthetics and trends.
Takes time to research materials, designers, and styles.
Knowledgeable about various design principles and their applications.

Sales Approach:

Acknowledge Their Expertise: Recognise their passion for design and express appreciation for their discerning eye.
Engage in In-Depth Discussions: Initiate conversations about design inspirations, the history behind certain pieces, and their preferred styles.
Provide Detailed Insights: Share intricate details about the craftsmanship, materials, and unique design features of your products. Highlight exclusive, limited-edition items that appeal to their refined taste.

2. The Showroom Browser

Prefers to interact with products in person.
Values the sensory experience of touching, feeling, and seeing items before making a purchase.
Might explore online options afterwards, but enjoys the in-store atmosphere.

Sales Approach:

Highlight the Sensory Experience: Emphasise the tactile and visual elements of your products. Create immersive displays that allow them to fully engage with the design pieces.
Offer Exclusive In-Store Perks: Provide in-store incentives like personal design consultations, loyalty rewards, or price matching to encourage on-the-spot purchases.
Stress Immediate Gratification: Promote the advantage of walking out with their chosen items, bypassing the wait for online delivery.

3. The Casual Browser

Characteristics:

Shops casually, often without a specific purpose.
Enjoys the process of discovering new and interesting items.

Sales Approach:

Create an Inviting Atmosphere: Design your store to be aesthetically pleasing and comfortable, encouraging them to take their time and explore.
Give Them Space: Allow them to browse freely, offering assistance only when needed. Ensure your presence is subtle but accessible.
Feature Engaging Displays: Use visually striking arrangements to capture their attention and inspire spontaneous purchases.

4. The Purposeful Shopper

Characteristics:

Has a clear idea of what they need.
Prefers a quick and efficient shopping experience.

Sales Approach:

Streamline the Store Layout: Organise products logically and use clear signage to help them find exactly what they're looking for without hassle.
Utilise Technology: Offer easy checkout options, such as mobile POS systems or self-checkout kiosks, to speed up the purchase process.
Provide Immediate Assistance: Be ready to help as soon as they walk in, ensuring they can complete their purchase quickly and efficiently.

5. The Creative Newcomer

Characteristics:

New to lifestyle design and unsure of what to choose.
Seeks guidance and information on how to incorporate design elements into their life.

Sales Approach:

Ask Insightful Questions: Start by understanding their needs, tastes, and the spaces they want to enhance. Offer suggestions that align with their lifestyle.
Educate and Guide: Provide easy-to-understand advice on current trends, design principles, and how to create a cohesive look. Compare options to help them make informed decisions.
Build Confidence: Establish a connection and reassure them in their choices, making them feel confident about their new design journey.

6. The Deal Hunter

Characteristics:

Primarily motivated by finding great value and discounts.
Frequently compares prices and searches for the best deals.

Sales Approach:

Highlight Value: Emphasise the quality, durability, and timeless appeal of your products, showing that they offer long-term value beyond just the price.
Promote Sales and Discounts: Clearly advertise current promotions, clearance items, and loyalty rewards to appeal to their bargain-hunting nature.
Keep Them Informed: Collect their contact information to notify them about upcoming sales, exclusive offers, and special events.

7. The Social Shopper

Characteristics:

Enjoys engaging with staff and sharing personal stories.
Often builds a rapport with sales associates, sometimes leading to lengthy interactions.

Sales Approach:

Listen Actively: Show genuine interest in their stories and preferences, creating a positive and memorable shopping experience.
Balance Conversation with Efficiency: Engage them in meaningful dialogue while ensuring the shopping experience remains productive and focused.

8. The Loyal Customer

Characteristics:

Regularly shops at your store.
Exhibits brand loyalty and familiarity with your offerings.

Sales Approach:

Show Appreciation: Reward their loyalty with personalised service, exclusive previews, and special perks.
Ensure Consistency: Maintain high standards to reinforce their positive shopping experience.
Encourage Continued Patronage: Offer loyalty programmes, early access to new collections, and bespoke recommendations.

At Bira we understand the unique challenges and opportunities that independent businesses face. As a uniquely independent business, you have more opportunity to adapt and flex to varying customer types. Something that larger, chain stores and online business just can’t offer. It’s what can turn first-time visitors into loyal customers.

As advocates for independent retailers, we provide support, resources, and a community that empowers you to thrive in today's competitive marketplace. Whether you're looking to refine your customer engagement strategies or need assistance navigating the retail landscape, Bira is here to help you succeed every step of the way.

Find out more about how we can support you and your independent business.

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