Start by challenging your assumptions. Don’t assume you know everything about what your customers want, or even who your target audience is.
Conduct large and small quantitative surveys. Having research to back up assumptions goes a long way. Send out multiple choice questionnaires that will teach you about your audience’s habits.
Are you listening to social conversations? Zero in on what your customers are saying online and what topics are trending. Who do your potential buyers choose to interact with, and why?
How many comments and social shares does your store get? Carefully use data here to fine tune your approach to draw shoppers to your store.
And of course, allow some room to grow! Accept that you will never perfectly understand your target audience, mostly because they are always evolving. Collect your findings from multiple sources so your findings are as accurate and well rounded as possible.