Right Persona, Right Experience

Brands try to offer the best product to their customers based on market demand and their own capabilities; a product that is tailored to the customer’s needs and designed to meet their requirements. Therefore, in order to provide the best services and products, it is necessary to have a proper understanding of the customer and the consumer. Each brand responds to its audience based on its capabilities and target group specifications. The brand’s customer group defines the level, type of service, and proposed value. Therefore, accurate and realistic customer recognition helps these products to be offered based on the real problems and demands of the customer group.

Brand Request

Focusing on a specific part of the market (not all of it) and giving importance to its needs and desires is essential to provide suitable answers and solutions for that segment. Belsino’s request as a bedroom furniture manufacturer was clear: complete and accurate recognition of its target audience in the market. The goal was to identify customers’ desires, needs, and wishes to create a new experience for them and present it as a new proposed value to the market. We first had to define the brand’s personas, which was somewhat complicated. In this project, we essentially faced a wide variety of personas, from a one-day-old child to an elderly couple, and we had to investigate all generations.

Problem Space

Our first challenge was to determine and identify the important criteria for persona segmentation. Based on multiple sessions held with the marketing and sales team of the Belsino collection, a specific topic was identified, which was the differentiation between consumers and buyers in persona segmentation. There are products that have different buyers and consumers. The brand’s child bed is one example. Another topic that helped define personas was age-related conditions, which gave us a more precise segmentation.

Our next challenge was how to define age ranges for our personas. Extensive research was conducted on the cognitive and physical growth of children, and developmental milestones were identified. The points at which changing or upgrading a child’s bedroom furniture had an impact were determined, and based on these, age ranges for children and adolescents were defined for our personas. For the generations after the young generation, the items that influenced persona segmentation were their lifestyle and preferences.

Another factor in persona categorization was gender. People’s needs and experiences when buying and using a product varied based on gender. The experience of using bedroom furniture for a teenage girl versus a boy was different. The purchasing history of brand buyers in the organization’s CRM was highly influential as a filter and ultimate guide in persona segmentation. The purchasing history of buyers in the past five years was of great help in the final segmentation.

Solution

What somewhat set this project apart from others was the inclusion of all Alpha, Z, X, Y, and Baby Boomer generations in the persona groups. Based on the challenges and classifications mentioned, we arrived at 11 consumer and buyer personas for all generations, which was a rare and remarkable coincidence in terms of persona numbers.

Examining the customer journey and experiences that can occur from the moment they hear the brand name and creating awareness for them until they use the product helped us identify different touchpoints.

All points of contact with the supply chain and value chain were defined for all personas. We know that the shopping experience of a pregnant mother for an unborn child is very different from that of buying for a teenage boy or girl. We define the needs, desires, and wishes of our personas based on the purchasing experience in a real journey.

 In each touchpoint, we analyzed the customer’s experience of interacting with the brand and defined it as bad to excellent based on the brand’s capabilities and history.

Conclusion

We have 11 personas with specific characteristics and attributes, and based on this segmentation, we know what behavior the brand should have to provide a pleasant experience with them.

Certainly, in the stage of empathy and deep interviews with real customers, and returning to the profile and persona, we would make their needs and desires more realistic.

Now the brand knows what experience to provide to the personas, where, for whom, in what way, and at what time to create a pleasurable experience for them.

This experience can range from a proper welcome in the store to offering a creatively convincing product in line with enjoying the bedroom space and beyond.

For visiting our client website please click on the link. belsino.co