Buyer Personas

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:

  1. Purchase highly fashion and on trend garments.
  2. Access to deals and coupons to make shopping more afforable.

Challenges:

  1. Not being able to find reasonably priced  garments that are of a good quality.
  2. 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:

  1. Easy and convenient way to shop online for clothing for work.
  2. Be able to pick when items are delivered due to busy schedule

Challenges:

  1. Not being able to find clothes suitable for work in a quick and easy search
  2. 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:

  1. Find clothing that is age appropriate but still fashionable
  2. Shop in a friendly and helpful environment

Challenges:

  1. Most clothing on the market doesn’t for older generation is grey and boring.
  2. 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:

  1. Purchasing versatile on trend outfits that can be worn at work and also outside of work.
  2. Ability for the high street store to keep up with high fashion trends.

Challenges:

  1. Clothing is either too formal or too casual to work for both occasions.
  2. 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.

Customer Journey Map

Print Friendly, PDF & Email

15 thoughts on “Buyer Personas

  1. GET RICH WITH BLANK ATM CARD, Whatsapp: +18033921735

    I want to testify about Dark Web blank atm cards which can withdraw money from any atm machines around the world. I was very poor before and have no job. I saw so many testimony about how Dark Web Cyber hackers send them the atm blank card and use it to collect money in any atm machine and become rich. {DARKWEBONLINEHACKERS@GMAIL.COM} I email them also and they sent me the blank atm card. I have use it to get 500,000 dollars. withdraw the maximum of 5,000 USD daily. Dark Web is giving out the card just to help the poor. Hack and take money directly from any atm machine vault with the use of atm programmed card which runs in automatic mode.

    You can also contact them for the service below

    * Western Union/MoneyGram Transfer

    * Bank Transfer

    * PayPal / Skrill Transfer

    * Crypto Mining

    * CashApp Transfer

    * Bitcoin Loans

    * Recover Stolen/Missing Crypto/Funds/Assets

    Text & Call or WhatsApp: +18033921735

    WEBSITE: https://darkwebonlinehackers.com

  2. BE SMART AND BECOME RICH IN LESS THAN 3DAYS….It all depends on how fast 
    you can be to get the new PROGRAMMED blank ATM card that is capable of
    hacking into any ATM machine,anywhere in the world. I got to know about 
    this BLANK ATM CARD when I was searching for job online about a month 
    ago..It has really changed my life for good and now I can say I’m rich and 
    I can never be poor again. The least money I get in a day with it is about 
    $50,000.(fifty thousand USD) Every now and then I keeping pumping money 
    into my account. Though is illegal,there is no risk of being caught 
    ,because it has been programmed in such a way that it is not traceable,it 
    also has a technique that makes it impossible for the CCTVs to detect 
    you..For details on how to get yours today, email the hackers on : (
    atmmachinehackers1@gmail.com < Tell your 
    loved once too, and start to live large. That's the simple testimony of how 
    my life changed for good…Love you all .

  3. GET RICH WITH BLANK ATM CARD, Whatsapp: +18033921735

    I want to testify about Dark Web blank atm cards which can withdraw money from any atm machines around the world. I was very poor before and have no job. I saw so many testimony about how Dark Web Online Hackers send them the atm blank card and use it to collect money in any atm machine and become rich {DARKWEBONLINEHACKERS@GMAIL.COM} I email them also and they sent me the blank atm card. I have use it to get 500,000 dollars. withdraw the maximum of 5,000 USD daily. Dark Web is giving out the card just to help the poor. Hack and take money directly from any atm machine vault with the use of atm programmed card which runs in automatic mode.

    You can also contact them for the service below

    * Western Union/MoneyGram Transfer

    * Bank Transfer

    * PayPal / Skrill Transfer

    * Crypto Mining

    * CashApp Transfer

    * Bitcoin Loans

    * Recover Stolen/Missing Crypto/Funds/Assets

    Email: darkwebonlinehackers@gmail.com

    Text & Call or WhatsApp: +18033921735

  4. Victim of a BTC Scam? Contact Ultimate Hacker Jerry to recover your Lost Bitcoin.

    Have you ever been a victim of a scam? or have you Suffered a loss from a Fraudulent Ponzi Scheme? I implore you to Contact Ultimate Hacker Jerry, A Certified hacker and Lost Crypto Recovery Expert. I once fell victim to an online imposter who convinced me to invest in a phoney Cryptocurrency scheme by claiming to have made large profits from the plan. My Trezor wallet contained $219,100 in Crypto that I lost, I had been reporting to the Authorities tirelessly for a longtime without getting assistance before I finally got in touch with Ultimate Hacker Jerry. Fortunately after a serious conversation with Ultimate Hacker Jerry all my funds were recovered back.
    I recommend this Expert to any victim who has lost Crypto to any fake online Ponzi Scheme..

    Get in touch with ULTIMATE HACKER JERRY
    Through ; Mail (Ultimatehackerjerry@seznam. cz)
    WhatsAp, (+1,5/20,2827,15,1)

  5. HIRE A HACKER TO RECOVER LOST BTC/ETH/USDT / OMEGA CRYPTO RECOVERY SPECIALIST

    Hi, I’m Oliver Mateer Henry

    I am a documentary wedding photographer based in St. Paul’s Bay, Malta.

    This is an appreciation post to Omega Crypto Recovery Specialist for helping me recover my lost btc wallet. The process of hiring Omega Recovery Specialist was a result of a recommendation from a friend. I researched the company and their services online and was impressed by their reputation and expertise. I contacted the company and explained my situation, and they immediately provided me with a tailored recovery plan and they successfully recovered my lost wallet intact and the amount of money in it was still the same. I must show gratitude and If you ever find yourself in a similar situation, I highly recommend Omega Recovery Specialist for their exceptional services.

    Reach info;
    Go to; omegarecoveryspecialist . c o m
    email; omegaCryptos@consultant . c o m
    phone; +1251_(216 64_66)

  6. How I Recovered lost Bitcoin through Gearhead Engineers Org

    Recovering lost bitcoin can have a profound impact on your financial situation. Whether it’s a small amount or a significant investment, every recovered bitcoin adds up and can contribute to your overall financial well-being. The value of bitcoin has risen in recent years, and reclaiming lost funds can provide a much-needed boost to your financial freedom. With your recovered bitcoin, you can pay off debts, invest in new opportunities, or simply enjoy the peace of mind that comes with financial security. To locate misplaced bitcoin, GearHead Engineers Org uses a methodical and thorough approach. To examine transactions processed on the blockchain track digital footprints, and pinpoint possible recovery paths, their team employs cutting-edge technologies and methods. It was interesting to read about how they increased the likelihood of success by combining sufficient technology with their knowledge. I felt encouraged by this approach that I could still get my missing bitcoin. Recovering your lost bitcoin through the assistance of GearHead Engineers Org is undoubtedly a cause for celebration. It marks a victorious moment where you’ve overcome challenges, learned valuable lessons, and regained control over your digital assets. With financial freedom restored and trust rebuilt, you can face the future with renewed optimism. For information, visit their website.

  7. God is indeed a wonderful God, after I thought all hope was lost, God sent a helper to help me recover my lost USDT, and to my greatest surprise there was no upfront payment, God worked in a miraculous way, thank you so much ALLEGIANT PRO HACKER for helping me recover my USDT, I will never stop testifying of your goodness because you restore peace to my family, I will recommend anyone having a similar issue to contact ALLEGIANT PRO HACKER now and get back your lost CRYPTOCURRENCY.
    email: allegiantprohacker@proton.me or
    Telegram at +1-562-553-9611

  8. How To Recover Cryptocurrency, Binary Option & Fake Investments funds Before engaging in any of these Bitcoin investing websites with your hard-earned money, I advise beginner bitcoin investors to conduct due diligence. By promising to make huge earnings, they win your trust and get you to invest more. However, as soon as you make a sizable investment, they purposefully lock your account and demand additional payments before releasing your winnings. I lost $178,000 in cryptocurrency that I had invested with a fraudulent organization, this was almost all of my savings. a particular thank you to Rustik Cyber Hack Service, whose recovery company worked really hard to get my money returned. Rustik Cyber Hack Service can be contacted if you ever find yourself in a situation like this.

    Email: rustikcyberhacksservice @ gmail com

    Call/WhatsApp (+ 1) 38. 63. 4 8. 78. 38

    Telegram: Rustikcyberservice

  9. I NEED A HACKER TO RECOVER MY LOST BTC/ NFT/ETH/USD / CONSULT ULTIMATE HACKER JERRY…..
    How to Find Legitimate Crypto Recovery Companies?.Who is the best hacker to recover bitcoin?.How do I recover crypto from a scammer?.
    Getting Back Lost, Hacked Or Stolen Crypto?. 
    I need a hacker to recover my lost investment?..

    Cryptocurrency Scam Recovery // Recover Lost Funds // Crypto Investment Gone Wrong. How To  Hire A Hacker To Get Back  Stolen Crypto Coins // Hire A Hacker To Recover Lost Or Stolen Bitcoin/Nft  // Help I Can’t Access My USDT Account, Seems I Got Hacked // Bitcoin Recovery Expert Needed// . . 

    The Team of Ultimate Hacker Jerry are able to track the movement of most cryptocurrencies and assets. If the cryptocurrency has been moved, they are able to follow it and recover it..

    Visit (Ultimateshackjerry.com)..  Email (Support@ultimateshackjerry.c om ) . Whtsap  +(1)(52)(02)(82)_(71)(51)

  10. My name is Ashley Grandma, This year started quite well for me after my huge lost of last year just got recovered for me completely by Kingsley a hacker who was introduced to me by my grand daughter. I got defravded by these guy who claimed he worked for a crypto agency who multiplies retirement funds like 401k, after so many emails back and fourth, i innocently gave him access to my account via an investment wallet platform, It was really shocking how he made me send some of my 401k to him and he stole the remaining from my account without my permission. made multiple police reports but none could recover what i lost, not until the hacker helped me out and now i am back healthy and joyous again as i recovered everything i thought i lost from the scamming guy. It is only right for me to share his contacts just incase there is anyone with similar issue here, there is hope, below is his contacts
    E mail: refundpolici (at) gmail (dot) com
    Whats app and Tel : +1 ( 657 ) 2 6 2 4 4 8 2
    Thank you for letting me share my experience. God bless you all

  11. Best Crypto Recovery’s Experts I ever know is SPYHOST CYBER SECURITY COMPANY. My experience of online scamming took seconds and cost me thousands. I was fooled by a YouTube video that convinced me that I could make a killing in Crypto, and the minute I clicked the link and deposited funds, I knew something was up, but it was too late. I worked with SPYHOST CYBER SECURITY COMPANY, and they were so helpful and supportive, and in the end, it took a 24hrs , I got almost all of the money back. It wouldn’t have been possible for me to meet up economically because I almost invested all my money but all thanks to Spyhost cyber service with their genius effort to help me recover my already stolen currency.Incase you are a victim of such predicament Please ensure also to reach out to them for help via email: (Spyhost@cyberdude.com).

  12. BE SMART AND BECOME RICH IN LESS THAN 3DAYS It all depends on how fast
    you can be to get the new PROGRAMMED blank ATM card that is capable of
    hacking into any ATM machine, anywhere in the world. I got to know about
    this BLANK ATM CARD when I was searching for job online about a month
    ago It has really changed my life for good and now I can say I’m rich and
    I can never be poor again. The least money I get in a day with it is about
    $50,000.(fifty thousand USD) Every now and then I keeping pumping money
    into my account. Though is illegal,there is no risk of being caught
    ,because it has been programmed in such a way that it is not traceable,it
    also has a technique that makes it impossible for the CCTVs to detect
    you. For details on how to get yours today, email the hackers on :
    atmmachinehackers1@gmail.com Tell your
    loved once too, and start to live large. That’s the simple testimony of how
    my life changed for good. Love you all

  13. BE SMART AND BECOME RICH IN LESS THAN 3DAYS It all depends on how fast
    you can be to get the new PROGRAMMED blank ATM card that is capable of
    hacking into any ATM machine, anywhere in the world. I got to know about
    this BLANK ATM CARD when I was searching for job online about a month
    ago It has really changed my life for good and now I can say I’m rich and
    I can never be poor again. The least money I get in a day with it is about
    $50,000.(fifty thousand USD) Every now and then I keeping pumping money
    into my account. Though is illegal,there is no risk of being caught
    ,because it has been programmed in such a way that it is not traceable,it
    also has a technique that makes it impossible for the CCTVs to detect
    you. For details on how to get yours today, email the hackers on :
    atmmachinehackers1@gmail.com Tell your
    loved once too, and start to live large. That’s the simple testimony of how
    my life changed for good. Love you all ,,,,,,,

  14. I Have At Last Located A Trustworthy Cyber Expert Who Deals With Lost Bitcoin Troubles Contact Lost Recovery Masters

    I’m Steve Ballmer and I’m thrilled to tell you about this. After being duped into investing in stolen bitcoin a few months ago, I lost all of my cash. Even though I was in a terrible situation, my despair did not last long because a coworker had told me about LOST RECOVERY MASTERS who deal with Cryptocurrency Recovery Solution. Through the assistance of Lost Recovery Masters, I was able to get back the money that had been stolen. After being informed by another bunch of hackers that my $745,000 was permanently lost, I was able to restore it. It was a huge relief, and anyone out there who unquestionably fell for this financial swindle should get in touch with Lost Recovery Masters, they will help you recover your lost or stolen funds.
    Contact them on:
    Website: https://lostrecoverymasters.wixsite.com/recoverbitcoin2024
    Email: (Support@lostrecoverymasters.com)

Leave a Reply

Your email address will not be published. Required fields are marked *