Come shopping with me to experience how we shop can help us find out who our ideal customers are.
Ive always been that girl that would spend $200 every 5 weeks on her hair – colour, cut and blow-dry! … well until recently. What does this say about me as a customer? Well hang around while we dig into What Does The Way We Shop Teach Us About Finding Our Target Market & Ideal Customer.
I’ve already established in the past I have always maintained my hair and spent a reasonable amount of money doing so – on average $40 of my weekly wage went on hair colour and cuts alone without spending anything on beauty products. I have difficult hair, the thin and not a lot of it kind. With a round-shaped face, it’s hard to find hairstyles that work on my hair and flatter my face so I’ve always believed in having a good hairdresser that can work with what I’ve got.
In my younger days, it was about experimenting with different hair colours and styles. These days it’s more about colour upkeep to hide the grey hair. That’s important because as soon as the regrowth starts and my grey hair appears, I feel like it adds 20 years to my young 47 years.
Through some recent changes in the last couple of years, a few months back I declared I’m no longer throwing a couple of hundred dollars at my hair every 5 weeks which is the longest I can go before the greys get out of control. The older I get I seem to care less about appearances and more focused on being practical.
I started colouring my hair myself, and honestly that was annoying having to find time at home every 4-5 weeks to put the messy dye on my hair, wait 30 minutes for it to process, then jump in the shower to wash it out and blow-dry and style my hair, all up about an hour out of my busy day. But it was probably more procrastinating because I just couldn’t be bothered with the messy job of colouring my hair myself.
I knew there had to be an alternative, but one where I wasn’t throwing $200 at every 5 weeks. I decided to try the local shopping centre hair salon. The price seemed reasonable at around $70. The first few visits I was quite happy with the colouring job and even the cut and styling was good value for the money paid. But my last couple of visits I have been less than impressed.
Let’s go back to my second last visit. I was wanting a full-head colour to cover up my regrown. Rather than just covering the regrowth, I prefer a full-head colour as I find it adds a bit of thickness and body to my thin hair. I asked the hairdresser to match my existing colour, a dark chocolate brown. I had a spontaneous desire to cut my hair shorter so was planning to chop a few inches of my hair length. However, when the colour had developed and she had dried my hair (it’s always important to wait till your hair is dry to see the final colour), that it was closer to a black than a dark chocolate brown. Too dark for my liking, but I’m okay with a little experimenting and trying new things, and honestly it’s just a hair colour that I can change in a few weeks so I wasn’t overly concerned. It wasn’t like my hair had gone pink or green … well that’s another story as I have added green foils to my hair before (haha). But I did decide to not take as much length of my hair as planned because I did lose confidence in the hairdresser when she didn’t deliver the colour I had asked for.
One of the great things I have found by going to my local shopping centre hair salon is that I can just walk in at any time during business hours and pretty much guaranteed a hairdresser will be available to colour, cut and style my hair – no making appointments YES! I’m fairly spontaneous so this part worked really well for me.
The biggest compromise by going to your local shopping centre hair salon is that you don’t always get to pick your hairdresser, you just get the hairdresser that is available. Its a bit of a lucky draw and that’s what I experienced with my most recent hair appointment.
At my most recent hair appointment, I walked in and as expected there was a hairdresser available. I explained to him that last time the hairdresser coloured my hair to dark and that I prefer a dark chocolate brown over the black tone my hair currently was. He even repeated back to me we are going with a brown not a black as he went off to mix the colour. After my salon visit my hair is still more black than brown. But that wasn’t the worst part of the experience, he blew-dried my hair in an old fashioned style that I will call ‘boofie’. I basically ran out of the shopping centre to get home and restyle my hair before anyone could witness my hairdo.
In business, I have always taken into consideration how I shop to try to understand my target market and to find my ideal customer, because I want to attract people with similar lifestyles and made similar buying decisions to myself. I’ve never 100% totally relied on just this one strategy, but several, like understanding also that my ideal client might have different ideas and different buying decisions as well as priorities, but it is a good starting point if you are a new business and still finding out who your target market is.
I wanted to share my hair salon experience because I think we can all learn some lessons from our own shopping experiences.
My lessons were that Im not necessarily the person that goes for the cheapest service, nor the most expensive, but I do expect the job to be done right, what I ask for and value for my hard-earned money … but then don’t we all.
To begin to understand your ideal client, start taking notice of when you are out and about shopping, be aware of the customer service experience you receive, where you happy or unhappy with the service, was the representative knowledgable and friendly, did the service or product meet your needs and so on. Then analysis the service you offer your customers and does it stand up to your standards. Then look into how you can improve the experience and service you provide to your customers.
Look, we could probably dig in a lot deeper, but I think just being aware of your own experience when dealing with businesses, can help you look inside your own business and work out how you can provide a better experience for your customers. At the end of the day, what will make you stand out compared to your competitors is providing an exceptional customer service experience.
What have you learned from your own shopping habits to help how you target your ideal customer in your business? We’d love to know! Tell us in the comments, and share your best tips on attracting the ideal customer or processes you have implemented to provide an exceptional customer experience.