Understand what drives your customers

We all know the phrase ‘retail therapy’ and we know that customers often make impulse purchases based on their emotional state at the time. But as entrepreneurs, if we want to really get to know what drives our customers to make the individual purchasing decisions they do, we need to understand the key reasons customers choose to buy. Firstly, there is necessity. If you are looking to enhance your sales, then provide products or services which fall into the essential category and which solve a common need on the part of consumers. Secondly, there is convenience. We are all rushing around in our busy lives, so if you can provide products and services that make things easier, less stressful, faster, then you are ticking key consumer boxes. Thirdly, there is a sense of belonging. Consumers are attracted to products and brands that connect them with a particular lifestyle or identity. Finally, there is the aspirant idea of a lifestyle that brings consumers to a brand or product line, for example, a fitness-wear brand that hints at a healthier life when worn as part of a daily exercise routine. Ultimately, if you are looking to connect to your customers, it’s essential to tap into the reasons that drive their purchasing decisions and then to communicate clearly how your products and services can meet those needs.