The retail industry is ever-evolving, particularly when it comes to how, where, and why customers shop. People don’t shop the same, so companies can’t sell or market the same. 

As a result, companies are increasingly shifting to a customer-centric approach to sales. Companies look at their key customer demographics and work to deliver the right solutions specifically to these groups from pre-sale to post-sale. 

By identifying the most important priorities for your customers, even on an emotional level, you can position your business as a responsive and reliable partner in the retail environment. 

Here are examples of three essential questions to ask and answer when developing a customer-centric marketing plan for PC stores.

1. Who Are Our Key Demographic Groups?

Determining who your most consistent customers are and what they want from your store is a crucial first step toward determining the wants and needs of these individuals. For many tech retailers, Millennials represent a large percentage of the traffic and sales achieved in their online and brick-and-mortar stores. 

According to research compiled by the University of Southern California*, Millennials represent one of the largest demographics in the U.S. with approximately 87.5 million Americans falling into this age group¹. These individuals are also among the most tech-savvy purchasers of mobile devices, computers, and other cutting-edge technology products.

Parents of school-aged children and individuals between the ages of 30 and 49 are the second most important group in terms of device purchasing and ownership². Known collectively as Gen X, these individuals constitute a large part of the buying power available in the American economy. 

By targeting your marketing campaigns and customer support services to these two groups, you can often achieve greater saturation and sales locally and across your region.

2. How Can We Reach These Demographics Most Effectively?

A little market research can go a long way toward finding the pain points and preferred advertising methods for both Millennials and Gen X customers. According to research published by Small Business Trends*, most Millennials still prefer the immediacy and tactile experience of brick-and-mortar retail locations³. However, loud and bright stores can actually turn off these potential customers and reduce the likelihood that they will return to your store.

A study published in 2016 by GfK* found that Gen X customers look for an easy and convenient experience when shopping in brick-and-mortar stores⁴. Email messages are most likely to reach this demographic and can provide added reminders of sales and promotions.

Loyalty card programs are also popular among Gen X and can increase repeat visits—and sales—for your stores.

3. How Can We Provide Added Value for Our Customers?

Accurate and detailed information and expert customer service are among the most important factors in drawing customers to retail stores. By ensuring that your staff members have the knowledge and expertise to deliver reliable guidance to customers, you can make a positive impression on Millennials and members of Gen X alike. 

Well-informed sales associates provide the comprehensive support for your customers that is generally not available online. 

Sales Staff Make the Difference

A friendly, courteous, and knowledgeable sales staff helps your stores attract and retain customers. By focusing on the needs of your customers rather than marketing products as a priority, you are able to create an environment conducive to long-term loyalty and return business. This results in higher traffic, increased sales, and an enhanced reputation in your local community. 

The Intel® Retail Edge Program is an excellent way to educate your sales representatives and front-line customer service staff on the capabilities of the Intel lineup of products and technologies. Employees are motivated to learn more about the features and functions of each Intel® product in your store, allowing them to deliver the most accurate and effective support as they relate specifically to your key customer demographics. 

References:

*Other names and brands may be claimed as the property of others.

© 2016, Intel Corporation. All rights reserved. Intel, the Intel logo, and the Intel Retail Edge Program are trademarks of Intel Corporation in the U.S. and/or other countries.

¹http://appliedpsychologydegree.usc.edu/resources/infographics/psychology-of-successfully-marketing-to-millennials/

²http://www.datamentors.com/blog/retail-generations-how-market-baby-boomers-gen-x-and-millennials

³http://smallbiztrends.com/2015/12/millennial-shopping-habits.html

⁴http://www.gfk.com/en-ca/insights/press-release/generations-y-z-differ-in-key-shopping-attitudes-habits-gfk-study-1/