I have created Buyer Personas based on my recent analysis of the Zara Website. Following this, I have created a Customer Journey Map to demonstrate their buying process.
Persona Name: Annie
Background:
- Full time university student studying Fine Art. Part time worker in a cafe.
- Super conscious about what she spends her money on.
- Prefers to use credit/ debit cards.
Demographics:
- Female
- 22 years old
- Low income – student loan and part time income.
- Located in Brighton
Identifiers:
- High social media presence; active on Facebook, Instagram, Twitter and Linked In.
- Prefers to communicate over text and social media rather than phone.
- Creative individual, strong personal style.
Goals:
- Purchase highly fashion and on trend garments.
- Access to deals and coupons to make shopping more afforable.
Challenges:
- Not being able to find reasonably priced garments that are of a good quality.
- Lack of coupons available for money off more expensive items of clothing.
What can we do to help our persona achieve their goals and overcome challenges?
- Offer incentives for loyal customers e.g. money off coupons.
- Provide high quality products at reasonable prices.
Real quotes:
- “Most of the time when I buy clothing that’s actually in my price range, it falls apart after a few washes!”
- “I’m fed up of making the choice between price and quality!”
Common Objections:
If the products are low quality or highly priced this customer wouldn’t purchase products, they’re looking for a combination of the 2.
Marketing Messaging: How should the solution be described to the persona?
“High quality, high fashion products!”
Elevator Pitch:
“Rather than skimping on quality to make the price cheaper, we’ve maintained a good quality throughout all our products and offer money off for our regular customers!”
Persona Name: Marie
Background:
- Home life is hectic for Marie as she has 2 children (8 & 10) and also works full time as in administation.
- Married, partner Dave leaves for work early and is home late.
- No financial pressure as both on mid – high salaries.
Demographics:
- Female
- 32 years old
- Income – mid level
- South London
Identifiers:
- Heavy user of the internet, usually uses on the go.
- Active on Facebook, Linked In and Pintrest
Goals:
- Easy and convenient way to shop online for clothing for work.
- Be able to pick when items are delivered due to busy schedule
Challenges:
- Not being able to find clothes suitable for work in a quick and easy search
- Getting far fewer options when selecting smart wear
What can we do to help our persona achieve their goals and overcome challenges?
- Provide a good selection of clothing suitable for the working woman.
- Provide clear selection points making search quick and easy.
Real Quotes:
“It’s been hard to find smart yet fashionable clothing to wear to work, everything seems to be either too casual or just boring”
“My deliveries always seem to come when I’m at work and I don’t have time to pick parcels up from the post office”.
Common Objections:
- If the products available didn’t suit the working woman persona.
- If there wasn’t a convenient delivery time advertised.
Marketing Messaging: How should the solution be described to the persona?
‘Products delivered at a time that suits you!’
Elevator Pitch:
“Not only can you pick the date of your delivery, you can also pick a time slot that suits you!”
Persona Name: June
Background:
- Recent retiree from a marketing firm which she’d worked for 35 years.
- Has 2 children and 4 grandchildren.
- Living on a reasonable pension and has savings – money not a massive factor.
Demographics:
- Female
- 67 years old
- Pension is only income, but has reasonable savings to live off.
- South London
Identifiers:
- Some interest in technology, prefers to speak to people over the phone or in person.
- Bubbly individual, creative
Goals:
- Find clothing that is age appropriate but still fashionable
- Shop in a friendly and helpful environment
Challenges:
- Most clothing on the market doesn’t for older generation is grey and boring.
- Most good purchases online but she doesn’t want to shop online – prefers in store
What can we do to help our persona achieve their goals and overcome challenges?
- Focus equal attention on high street store presence and maintaining customer service levels, as on the online store.
Real Quotes:
“It’s like as soon as you pass 50, all shops seem to think you want to live in grey and beige clothing!”
“Everything is on the computer nowadays, no one seems to go to shops anymore!”
Common Objections:
- If the products aren’t exciting to the customer.
- If all products are only available online and there is no physical store to visit.
Marketing Messaging: How should the solution be described to the persona?
“Clothing shouldn’t be targeted at certain age range, style is for everyone!”
Elevator Pitch:
“Our products will be versatile and full of style! In store and online shopping will take equal importance so all customers are satisfying with their shopping experience.”
Persona Name: Becky
Background:
- Works full time as a fashion buyer for Topshop
- Single, no children
- In rented accommodation, plenty of money to spend on socialising.
Demographics:
- Female
- 27 years old
- Mid level income £30k per year
- South London
Identifiers:
- High social media presence, on Facebook, Twitter, Linked in and Instagram.
- Highly sociable individual
- Strong interest in fashion and shopping
Goals:
- Purchasing versatile on trend outfits that can be worn at work and also outside of work.
- Ability for the high street store to keep up with high fashion trends.
Challenges:
- Clothing is either too formal or too casual to work for both occasions.
- Lack of versatility in smart casual wear
What can we do to help our persona achieve their goals and overcome challenges?
- Create a collection for the young working woman, looking into their lifestyles and how clothing can be functional for the day to night.
Real Quotes:
“If I’m going for after work drinks in a nearby bar, I don’t want to look as though I’ve just come from the office”
“Work wear doesn’t have to be boring suits. We deserve fashionable clothing for work too!”
Common Objections:
- Wouldn’t purchase products if they were boring and generic, looking for something more exciting.
Marketing Messaging: How should the solution be described to the persona?
“Outfits leaving you feeling fabulous, all throughout the day!”
Elevator Pitch:
“Why does work wear and evening wear have to be 2 completely different outfits? We’re creating a collection that leaves you feeling great, whatever the day brings! One outfit, taking you through day to night.”
Click below for the Customer Journey Map.