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November 23, 2016

Retailer Seminar Shows How Understanding Customer Segments is Key to Better Sales


Jim Curcuruto
Jim Curcuruto

Your customers are each as different from one another as can be. Yet, as humans, groups of us tend to buy in similar manners. Understanding those groups—or customer “segments”—is crucial to setting and meeting store performance goals.

As most of you know, NSSF spends significant time researching the ins and outs of our firearms industry. Heading up that research is Jim Curcuruto, NSSF’s Director, Industry Research and Analysis. Jim often partners with Rob Southwick of Southwick and Associates, a research firm that has operated exclusively in the hunting, shooting and outdoor fields for more than 25 years. Together, Jim and Rob will be presenting the Retailer Seminar “What Do They Really Want—Understanding Customer Segments in Our Industry” at the 2017 SHOT Show. During this session, Jim and Rob will discuss findings from a recent study that will introduce you to eight newly identified consumer segments within our industry and outline each segment’s unique persona. You’ll take a deep dive into their consciousness and learn about their wants, needs and motivations for buying, and how your marketing should leave behind the the yester-year approach of using cookie-cutter ads and one-size-fits all sales approach that is now just a pathway to mediocrity.

Rob Southwick
Rob Southwick

Registration to attend the 2017 SHOT Show is now open. The Retailer Seminar “What Do They Really Want—Understanding Customer Segments in Our Industry” will take place Thursday, January 19, from 10:30 to 11:30 a.m. Both NSSF Members and non-members can reserve their seat for $25. Simply go to your dashboard at SHOTShow.org after you’ve successfully completed your registration to attend the show and add this event to you shopping cart.