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There are two great ways to do so. One is to ask. Ask as many questions and remember the accurate detailing regarding all sorts of informations. Next is the necessity to observe. If asking directly is not an easy case, you may start to observe the much as you can
Observe: This is a passive way to find out who are your customers. You observe and see what are some characteristics in common among your customers. What are they buying? How much they spent on your business? And so on.
Ask: Ask and you shall receive. Ask them in cashier, or gently talk to your customer in store and ask this question: Which ad bring you to our store today? Why are you here? What do you like most/least?
By doing this you will be able to understand your customer better.