When trying to understand who the customer is, I believe there are only three people who could walk into a independent bike retailer. These three customers are not determined by their locality, age, gender, or any other demographic. They are:
Customer 1: Cyclists in your market who have purchased from you before.
Customer 2: Cyclists in your market who have not purchased from you.
Customer 3: People in your market who are not cyclists.
So when building a marketing plan, choosing product selection, or designing the customer experience- who should a retailer focus on? Customers 2 and 3 will take a lot of time, a lot of money, and have a very little return. Instead, I believe they should focus on the people who have already made a purchase, they are the biggest potential growth opportunity.
Thanks for taking the time to read this. If you found value in this piece would you please consider sharing it on social? Thanks again. Donny