Know What Works Blog

Have you ever thought about who your Perfect Customer is?  Have you actually written out the characteristics of your perfect customer?  I was talking to an employee of The Limited, which is a women’s fashion retail store that has many locations, usually in malls.  The employee that I was talking to worked in the Lancaster, PA  store.  She was telling me that The Limited talks about their ideal customer, and she went on to describe their ideal shopper for their stores.  What I found interesting was that one of the characteristics is that this ideal customer is from New York City.  If you’ve ever been to Lancaster, PA, you will quickly realize that it is nothing like New York City, so why wouldn’t the perfect customer for the Lancaster store be from hmmm, tough one here, uhhhh Lancaster????

So while having a Perfect Customer description clarifies, and also attracts, your perfect customer, make sure that it makes sense for each location.  And, make absolute certain that everyone on your team knows what The Perfect Customer looks like, acts like, spends like and is like. 

And, share the Perfect Customer description with your network.  Then, they will also know who to refer to you.