Customer Personas and Merchandising Opportunities

Customers are definitely changing, and so are their needs and wants. Though digital is becoming the only channel for customers to find comfort, it doesn’t mean that online offerings can rest or take their eye off the ball when it comes to creating best of breed online experiences. Our SVP of Customer Experience, Simon Richards has put together some personas to get the market thinking about how they merchandise now and in the future to meet their needs.

Some Broad Scenarios to Consider

• Birthdays with no parties
• Kids at home with too much energy
• No need for dressing up – customers are re-evaluating their wardrobe
• what do relationships look like? Are they lonely or isolated?
  • Mental health, need for self care.
  • Hard to reconnect later
• How do we cater for individualism – we can’t assume everyone fits a customer persona
• Relationships with others and altruism for local community
• Video call dressing – nice top, sweat pant bottoms
• Social media scenes – a need for the perfect home decor
• More time to do things, making shopping more entertaining
• Subversions – encourage the rebel to think differently about themselves
• Spring cleans and self-improvement
• Images that have become socially unacceptable quickly (sweaty people, group images, models not social distancing)

The Work at Home, Workaround Manager

Who are they?

Right now

• Hugely disrupted
• Dealing with kids
• Unsure about team performance
• Maybe unsure about own job
• Trying to work hard

Next when recovery begins 

• Relieved to get out of house/back to office
• More proficient with home working – may keep efficiencies in long term
• Super motivated to work harder to recreate stable conditions

What do they need?

Their mantra: Help me through this and stay productive

Right now

• Advice on dealing with working at home
• Things to distract kids
• Family treats
• Work at home devices
• Casual clothes
• Special gifts for busy partners

Next when recovery begins 

• New shirts, work gear
• Adventures with kids
• New things for school

The Indoor Endorphin Seeker

Who are they?

Right now

• Feeling vulnerable
• Very sensitive to news, images
• Adapting to new indoor life
• More spare time
• Looking for excitement / ways to feel good about herself
• Has more time to spend on herself and her image
• Desperately wants to stay connected to trends, people, normalcy

Next when recovery begins

• Wants to re-enter society in style
• Wants to feel fresh and new and confident in the world when it starts up again

What do they need?

Their mantra: A time to learn and focus on myself 

Right now

• Advice and community
• Social interaction
• Self love items
• Makeups
• Treats
• Style items
• Hygiene items – cleaning rituals

Next when recovery begins

• New styles
• Up to the minute style

The Home Body

Who are they?

Right now

• Feeling alone
• Wanting to feel intimate and close to people
• Inspired by influencers
• Could be with partner
• Primarily wants to feel relaxed and in control
• Lots of social media input

Next when recovery begins

• Reconnect in real world
• Important to show confidence at how dealt with problems
• Still somewhat wary of people

What do they need?

Their mantra: I want to feel safe

Right now

• Leisurewear
• Comfortable casual clothes
• New home accessories

Next when recovery begins

• New looks
• Energy and ideas to get out of being at home
• New home upgrades

Home workout wonder

Who are they?

Right now

• Feeling restless
• Missing routines
• Wanting to workout
• Signing up to home workouts
• Stay fit and healthy

Next when recovery begins

• Get out and run!
• Back to classes and gym
• Still somewhat wary of people

What do they need?

Their mantra: Keep moving!

Right now

• Work at home gear
• Online classes
• Inspiring ideas to keep fit

Next when recovery begins

• New kit
• New classes