There is a lot of discussion about data and big data these days.
But it turns out that retailers aren’t getting all they need from data partly because the data isn’t always accurate. In one recent study, retailers estimated that 28% of their data is not accurate.
One thing these retailers are struggling with is using accurate data to figure out their target customer profile.
Target Customers
We’ve discussed target customers or bullseye customers before, but it was in the context of your target customer.
The concept of a bullseye customer is universal for all businesses. Just like you, your customers want to understand their ideal customer profile. It allows them to market better while creating better products.
The same study from above shows there is a lack of target customer understanding in the eTailer world. For you, this represents a huge opportunity.
There are two takeaways for you from this opportunity.
First, if you can help retailers with their data accuracy problem you will find yourself a sought-after vendor especially if you can help eTailers figure out who their ideal customer is and what that customer wants to purchase along with a number of other factors that affect consumer buying decisions.
Second, if you can show that you care about eTailers and their ideal customers you’ll come across as a vendor that “gets it”. So many vendors out there focus on products, software, and services. eTailers don’t care about those things in a direct sense. eTailers care about vendors that understand a problem and how to fix that problem.
Most problems for eTailers involve the customer, what that customer wants to purchase, and how they want to make the purchase.
Tailor your sales pitch to eTailers around the bullseye customer and you’ll be speaking the language the manager, marketer, and CMO are speaking. They’ll start answering your emails and taking your calls.
eTailers have problems – data and customer profiling. If you can help you have an in to start increasing your own sales by helping your target customers.