Customers profiles development

Research:

A description of customer or set of customers that includes demographic, geographic, and psychographic characteristics, as well as buying patterns,creditworthiness and purchase history.

Occupation, hobbies, media habits, aspirational role, tastes & preferences, income, education, age

  1. A picture
  2. A name
  3. A short story
  4. Who they are
  5. What they think
  6. What they do, and
  7. Where they operate
Understand who your ideal customer is and what similarities they have. Define your customers with the following criteria:
  • Demographics – their age, gender, income, etc.
  • Psychographics – their personality type, preferences, etc.
  • Behavior – their similar likes and dislikes, sports, hobbies, etc.

Create Client Profiles (Personas)

Create profiles that describe specific segments of your current clients. Ensure that the profiles are tangible, so that you can envision this person and what would motivate them to find your business.
  • Describe your clients in written profiles, called personas
  • Create a specific persona for each identifiable client group and name them
  • Include images of ideal clients, either real or a hypothetical individual
Once you have completed these five simple steps you will have a clear picture of the type of customers your business should be targeting. Creating a strategy with these ideal customers in mind will help you avoid wasting time and resources on unsuccessful marketing efforts. Through focused and more consistent marketing communications, you’ll be able to better reach the new customers you need to take your business to the next level.

Reference:
http://blog.thewholebraingroup.com/steps-to-creating-an-ideal-customer-profile


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Only Customer profiles - primary

1. They shop for themselves.
Laura likes to buy personalisation tools from Only to do her own designs on her fashion items.
Demographics –
• Laura, British, age 22, from Liverpool,
•currently studies fashion communication in Manchester university
Psychographics –
•Confident, trendy, creative
•wants to be the first to know, follows trend setters
•Like to be different to others
Behavior –
•Always on social media
•Cares her appearance and wants to look good
•Enjoys going to bar with friends
Shopping preferences –
     •Mostly shops from high street brands like Topshop and Zara, sometime shops from more high end brands like Allsaints and Maje
      •Likes shopping online•her favourite brands are Kiko and Mac


2. They shop for themselves and their partners.
Chris likes to use the customisation services of Only to have his-and-hers designs on their fashion items.
Demographics –
•Chris, British, age 25, lives with his girlfriend in Southampton
•working in an advertisement company
Psychographics –
•Romantic, trendy, sophisticated
Behavior –
•likes traveling
•Good at photography and always take pictures for his girlfriend
Shopping preferences –
•Likes to shop from high end brands like Allsaints, Paul Smith and Ted Baker
•Follows the latest trends and pays attention to new products



Only Customer profiles - secondary

 They use the Only customisation services to customise the prepared gifts for friends or family.

Demographics –
•Every age and every occupation

Psychographics –

•Famlily-orientated, sociable,

Behavior –
•Likes DIY
•Elaborate gifts for friends or famlily
Shopping preferences –
•Likes to shop online for more alternatives
•Follows the latest trends and pays attention to new products

SevenZhang





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