The Retail Advantage
When people talk about customer psychology in marketing, they usually reference theories, consumers motivations and data. But if you’ve worked in retail, every shift teaches you something about how people think, shop, and make decisions—whether they’re replacing a broken phone, upgrading their wardrobe, or just browsing to kill time.
In my 8+ years on the shop floor, I’ve seen first-hand how understanding a customer’s needs can make or break a sale—and now I’m learning how those same lessons apply to marketing.
Every Customer Has a Need
One of the first things I learned in retail is that people rarely walk in just to look. There’s usually a reason behind their visit:
- Their old product broke and they need a replacement.
- They want to upgrade to something better—faster, newer, trendier.
- They’re looking for a better experience, this refers to a service you offer.
In marketing, this translates to identifying your customer’s pain points and positioning your product or service as the solution. If you’re not addressing a need or want you’re just noise.
Some People Want a Full-Service Solution Others Want to D.I.Y
In retail, I’d often meet two types of customers:
- The “Sort it all for me” customer wants everything handled, explained, and set up.
- The “I’ll figure it out myself” customer wants minimal help and no upsells.
The key? Finding out who’s who and adapting.
In marketing, this is about audience segmentation. Not everyone wants the same level of service or the same message. A one-size-fits-all strategy doesn’t work. You need to tailor your offer and communication to different customer types.
Price Isn’t Always the Problem … Value Is
It’s easy to assume that if someone refuses a higher-priced item or service, it’s about the money. But often, it’s not that they won’t spend more, it’s that they don’t see the value in what’s being offered.
In retail, this can show up all the time. For Example:
- A customer won’t buy the extended warranty because they don’t think they’ll need it.
- Someone skips the premium version of a product because they don’t know what makes it better.
- A customer refuses a service because they can to do it themselves.
In marketing, it’s about clearly communicating value. People will pay more if they understand why it benefits them. That means showing—not just telling—the transformation, the convenience, or the long-term payoff. Not everyone will go for the most expensive package but the majority will go for the best value.
It Always Comes Back to the Customer’s World
No matter what you’re selling, it has to connect to their world—not yours. In retail, that means understanding what they’ll use it for, what problems it solves, and what they care about.
In marketing, it’s no different. Content, campaigns, and offers all need to reflect the customer’s reality:
- What’s happening in their life?
- What do they need right now?
- How can we Help them?
When your message aligns with what they care about, they’re more likely to listen—and buy.
So How is Marketing any different?
Well its not any different. Understanding customer psychology isn’t just about reading books—it’s about understanding people. Retail gave me that insight into what really motivates consumers. Now, as I shift into marketing, I’m bringing that same mindset with me.
Because whether you’re setting up a product or a service —it all starts with the same thing:
Know what the customer needs. And meet them there.
What have you noticed about how people make decisions—on the shop floor or online?
Drop a comment below.
Elliot Franks 
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