Underlines Magazine is delighted to welcome Top to Toe EPOS as our latest specialist contributor to the readers of the magazine, bringing their wealth of knowledge and experience in EPOS systems.
If you’ve ever wondered why one customer bolts for the door while another tells you their life story, this is for you. As an independent clothing retailer, you’ve probably served hundreds (if not thousands) of shoppers over the years. But have you ever noticed how they tend to fall into certain patterns? Some want to get in and out. Others love a chat. Some will only buy if the numbers add up. And some? They just want to have a laugh and try things on.
It turns out, there’s a helpful framework for this. In a recent retail training, we learned that most people lean toward one of four personality types – each with their own quirks, expectations, and buying behaviours.
Understanding them can be a game-changer for your customer service, merchandising, and even how you use your EPOS system.
Let’s break it down.
The Spade: Fast- Paced, Results-Driven
What they’re like: Spades are on a mission. They don’t want the backstory, they want the win. They’ll come in saying, “I need a navy blazer for tomorrow” and if you hesitate, they’re off.
What they want from your shop:
Clear layout and signage (show them the bestsellers) No-fuss service – helpful, not chatty
Fast checkout with zero queuing
How to serve them better:
Train staff to confidently direct them to the right rail (don’t waffle)
Flag time-sensitive promos or stock (“This one’s selling fast!”)
Why it matters: If you don’t move at their pace, they’ll move on. But get it right, and you’ve got a repeat customer who trusts you to deliver—fast.
The Club: Analytical, Price- and Detail- Focused
What they’re like: Clubs do their homework. They’ll ask about fibre content, price per wear, and whether that jacket’s been marked down before. They want the facts—and to be right.
What they want from your shop:
Clear pricing and specs
Helpful, knowledgeable staff (no guesses!)
Visible value (not just discounts, but quality for cost)
How to serve them better:
Train your team on product details (fit, origin, care instructions)
Offer comparisons (“This one’s got a better lining and it’s £10 less”)
Why it matters: Clubs are the “prove it to me” crowd. Back up your offer with facts, and they’ll not only buy—they’ll tell others.
The Diamond: Social, Fun-Loving, Experience – Driven
What they’re like: Diamonds are there for the vibes. They want to try things on, take selfies, and have a good time. Shopping’s a treat, not a task.
What they want from your shop:
A warm welcome and good energy
Engaging displays and changing rooms they love Staff who enjoy the interaction as much as they do
How to serve them better:
Encourage team to offer styling tips and join in the fun (“That looks amazing on you!”)
Use in-store playlists, scent, and lighting to create an inviting experience
Personalise the moment—“We’ve just had this in and I thought of you”
Why it matters: Diamonds are influencers, even if they don’t post. Make them feel good and they’ll hype you up to their mates. (They’re also great upsell opportunities.)
The Heart: Loyal, People-Focused, Community-Minded
What they’re like: Hearts don’t just shop—they connect. They’ll tell you about their cousin’s wedding or their new job. They want to feel part of something.
What they want from your shop:
Warm, consistent staff they can get to know A sense of community and belonging
Clear communication and personal touches
How to serve them better:
Offer loyalty rewards that feel personal (e.g. handwritten notes, “just for you” offers)
Host small in-store events or community initiatives they can get behind
Why it matters: Hearts are your most loyal customers. Treat them well and they’ll stay for years. They’re also the ones writing glowing reviews and bringing their friends.
So… What Kind of Shoppers Do You Attract?
Chances are, your shop gets a mix. And that’s a good thing!
The key is to train your team to spot the signs, adapt their approach, and use smart tools to support the experience.
Final Thought: One EPOS, Many Personalities
These personalities aren’t just quirky traits. Research shows that emotional connection drives over 50% of customer loyalty, more than brand awareness or price alone. That means the way you sell is just as important as what you sell. When you understand your customers’ personalities, you can tailor everything—from your sales approach to your loyalty strategy.
