A shopper profile helps marketers define their target market, tailor their campaigns, and resonate with consumers, ultimately driving product sales. A profile can include demographics, geographic information, interests, and purchase behaviours.

Think about how you enter the store. What are you looking for, and what will help you pick up? A product? Are you looking for products from particular brands? Are you looking for companies that offer the best deal? Or will you buy the product that stands out to you the most?

Every shopper has a different path to purchase, which can affect the performance of your product. Understanding your shoppers’ profiles—how they shop and what drives them to buy—will help you tailor your store’s shopping experience to your unique shoppers’ needs and increase sales.

Here are three types of shopper profiles and suggestions on how to market to them:

Who doesn’t love a good deal? The bargain hunter, the discount shopper, navigates the store based on who gives them the best bang for their buck. Some may have researched before entering the store, while others may go aisle by aisle looking for markdowns.

Use promotional strategies: Promotional pricing involves bundles, gift-with-purchase, or discount pricing to increase sales and give customers good value.

Impulse Buyers’ needs are hard to predict and tend to have more generalized buying habits. They are more likely to add small, inexpensive products to their cart at the end of a purchase while making larger spur-of-the-moment purchases.

Make it simple: Impulsive consumers buy on a whim and want to complete their purchases fast and effortlessly. Using a point-of-sale solution helps merchandise products in high-traffic areas, making your brand at the top of the mind as shoppers navigate the store.

We’ve all been there—hesitating to purchase because of price, information overload, or insufficient information. The indecisive shopper struggles to decide and has a million reasons why they shouldn’t buy the product they’ve been looking at for 15 minutes. They have high purchase intent but don’t know the right product yet.

Use visuals: Signage and marketing materials highlighting product characteristics and advantages can assist customers in weighing their selections and understanding your offerings. QR codes with product information, feedback on best-sellers, and product comparisons can all help the undecided consumer feel more confident and ready to buy.

Understanding different shopper profiles gives retail marketers an upper hand when planning an in-store campaign. It will help narrow down what point-of-sale solution would benefit your campaign and boost product sales. Bottom line: Don’t be afraid to get to know your customers—it can be the difference between a successful campaign and one that flops.