Benefits of Tracking Customer Demographics

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customer demographics

If you’re a retail store owner looking to deliver a more personalized experience, attract new customers or build your company’s image, it’s important to know how to track customer demographic information to understand your customers better. In marketing, customer demographic analysis allows you to categorize different segments of your clientele according to shared characteristics. By understanding your customers’ wants and needs, you can build your branding and marketing around them.

Here’s an in-depth look at the advantages of using customer demographics analysis for your business.

Devise Personalized Marketing Campaigns

Before you start any marketing campaign, you first have to know your audience. By analyzing customer demographics, you can advertise to the right audiences with personalized advertising. These marketing campaigns reach specific, targeted users based on their demographic characteristics, interests, and values. This approach is rooted in the user’s intent — what they want to do and how they can use your company to achieve their goal. 

A recent study from Yahoo shows that personalized ads are 54% more engaging to consumers. However, marketers frequently assume that their ads are more relevant than they actually are — more than 70% of marketers think their ads are relevant to their targeted audience, but only 27% of consumers think the ads they see online are relevant. 

To make your ads more relevant to your target customers, use marketing segmentation based on customer demographic information. This strategy categorizes customers based on particular demographic characteristics. Because you can’t market to all of your customers in a uniform way, it’s best to have separate campaigns for different demographic groups.

Furthermore, personalized marketing relies on customer segmentation to market to different demographics and convert leads. To segment your clients, you might want to create buyer personas. A buyer persona is a character that represents a potential buyer in a particular demographic. When creating your buyer personas, you should consider demographics such as:

  • Age 
  • Location
  • Gender 
  • Income level 
  • Education level 
  • Occupation 
  • Ethnic or linguistic background

Offer Personalized Products to Customers

For a company to be memorable enough to convert leads, it must form an emotional connection with new and existing customers. Utilizing personalization is one way for companies to make a strong enough impression on customers to increase sales and customer satisfaction rates. That said, to effectively cater to specific buyers, you’ll need to use customer demographic information. 

According to Deloitte, over half of all surveyed consumers will pay more to receive a personalized product or service. For physical stores, footfall analytic hardware and people counters can help you cater to particular customers in your store, measuring how many people are entering your store. Using modern footfall analytic technology, you’ll be able to track how users move through your store.

In the past, staff would stand by a store’s entryway and use a clicker to count the number of people who entered. This clicker system wasn’t completely accurate, mostly due to human error. Today, footfall analytic software and hardware such as people counters have improved alongside technology. Thanks to video sensors, thermal imaging sensors, Wi-Fi and door people counting sensors, you can analyze how customers navigate your store, which sections get the most traffic and how long people spend in a particular section. 

This software for demographic analysis can help you determine your customers’ interests. As a result, you can utilize your store’s space to direct particular demographics to certain sections of your store, offering customers a more personalized experience. When used correctly, your efforts will lead to more sales and repeat customers.

Target New Customers Through Remarketing 

Did you know that tracking customer demographics can help you target even those who aren’t currently entering your business? When trying to expand your customer base, the goal isn’t to push away your current clientele. Instead, you should rely on demographic information from your current customer base to understand your target audience. This way, you can reach them more quickly and consistently.

Also called retargeting, remarketing shifts a marketing campaign’s focus to a more relevant target audience. This strategy helps save you time by ensuring your ads are only shown to customers whose demographics already suggest they’ll be interested in your company. Typically, users will see these ads several times, which helps build loyalty and familiarity with your brand. 

Understanding your current clientele and how they shop can help you uncover the right strategies for attracting a wider target audience. On the flip side, by analyzing customer demographic information, you might realize that your current customer base is different from what you anticipated and that you need to reevaluate your remarketing campaign. That’s helpful to know sooner rather than later.

Additionally, footfall analytics can help attract new customers at physical retail stores by allowing you to track who doesn’t enter your store and who’s a repeat customer. By tracking who chooses to enter your store, you can gain valuable demographic information about your current and potential customers in particular demographic groups you’d like to target.

Build Your Company’s Image 

By analyzing your customer’s demographic information, you can help build and develop your company’s brand and image. It’s important to build your brand around the needs, desires and demographics of your company’s customer base. When creating your brand strategy, consider what you’re really selling. In other words, which of your customers’ needs does your company satisfy with its product or services? For example, a makeup company doesn’t simply sell makeup — rather, the company sells the idea of beauty and glamour.

To grow your brand around your customer’s needs, you first have to understand them. Analyzing your customers’ demographics can help you recognize their motivations. As a result, you can shape your marketing efforts around those needs. This approach creates a brand that puts its customers first.

Furthermore, you can use the user personas you’d previously developed when building your brand, as they help you market to real people instead of statistics. Additionally, you can grow your brand voice if you pretend your brand is a person based on your current or target clientele. Because users feel more affinity toward companies that reflect their identities, you’re more likely to attract your target demographics by building your image around your customers’ identities. 

For example, when creating marketing materials, you should try to connect with your target audience by including imagery, fonts and logos that trigger an emotion. Because users are most loyal to companies that share characteristics of their own identities, you’ll want to rely on your customers’ demographic information to best understand their wants, needs and thoughts.

Contact Traf-Sys for a Free Quote

Contact our team today to learn more about the benefits of tracking information about your customers with demographic analysis software and hardware from Traf-Sys. We offer a free quote to help you discover how footfall analytics hardware and software can track your customers’ demographic information so you can better serve your customers.