To have a successful retail business the first and most important ingredient you need is customers. That’s obvious you might say, but it isn’t quite that simple.
You need to know who your ideal customer is. The more detail you have to describe your ideal customer, the easier it will be for you to target and attract them.
A successful business equally knows who isn’t an ideal customer. I remember back to many conversations I had with business owners when I was working in the advertising industry.
“Who is your ideal customer?” I would ask. “We don’t discriminate, we want everyone”, would often be the reply.
Marketing your business to everyone comes at a substantial cost….