List the top five categories of products you sell in your business. If yours is a typical newsagency they will account for 85% of your revenue.
Next to each of the top five categories, note down the details of the typical customer: male / female; age and other criteria.
Now take some time to think about the customers attracted to and buying products in these top categories.
- Is the range of people targeted wide enough?
- Are there gaps you could fill?
- Are you actually targeting those you thought you were targeting?
You have control over the people you get into your business based on what you stock and how you promote what you stock outside your business.