APAC CIOOutlook

Advertise

with us

  • Technologies
      • Artificial Intelligence
      • Big Data
      • Blockchain
      • Cloud
      • Digital Transformation
      • Internet of Things
      • Low Code No Code
      • MarTech
      • Mobile Application
      • Security
      • Software Testing
      • Wireless
  • Industries
      • E-Commerce
      • Education
      • Logistics
      • Retail
      • Supply Chain
      • Travel and Hospitality
  • Platforms
      • Microsoft
      • Salesforce
      • SAP
  • Solutions
      • Business Intelligence
      • Cognitive
      • Contact Center
      • CRM
      • Cyber Security
      • Data Center
      • Gamification
      • Procurement
      • Smart City
      • Workflow
  • Home
  • CXO Insights
  • CIO Views
  • Vendors
  • News
  • Conferences
  • Whitepapers
  • Newsletter
  • Awards
Apac
  • Artificial Intelligence

    Big Data

    Blockchain

    Cloud

    Digital Transformation

    Internet of Things

    Low Code No Code

    MarTech

    Mobile Application

    Security

    Software Testing

    Wireless

  • E-Commerce

    Education

    Logistics

    Retail

    Supply Chain

    Travel and Hospitality

  • Microsoft

    Salesforce

    SAP

  • Business Intelligence

    Cognitive

    Contact Center

    CRM

    Cyber Security

    Data Center

    Gamification

    Procurement

    Smart City

    Workflow

Menu
    • Retail
    • Cyber Security
    • Hotel Management
    • Workflow
    • E-Commerce
    • Business Intelligence
    • MORE
    #

    Apac CIOOutlook Weekly Brief

    ×

    Be first to read the latest tech news, Industry Leader's Insights, and CIO interviews of medium and large enterprises exclusively from Apac CIOOutlook

    Subscribe

    loading

    THANK YOU FOR SUBSCRIBING

    • Home
    • Retail
    Editor's Pick (1 - 4 of 8)
    left
    Bunnings  Diy Digital Transformation

    Leah Balter, Chief Information Officer, Bunnings

    AI becomes Personal

    Sherif Mityas, CIO & Chief Experience Officer, TGI Fridays

    Is Your Head in the Sand?

    Marc Kermisch, VP & CIO, Red Wing Shoe

    Laying a Foundation for the New-Age Retail Industry

    Paul Karras, SVP & CIO, Wilton Brands

    Driving a Performance Culture

    Paul Scorza, CIO, Ahold USA

    Discover the First Mile

    Ruben Martin, Co-Founder &CTO/ COO, Quivers

    The Missing Link for Retail: Closing the Loop between Point of Sale and Marketing

    David Inggs, CTO, VMob

    It all Comes Together in Retail.  In a World of Possibilities, Where to Start?

    Simon Kennedy, CIO, The Warehouse Group

    right

    The Key to the 360-Degree Customer View: Buyer Personas

    Greg Petro, President and CEO, First Insight

    Tweet
    content-image

    Greg Petro, President and CEO, First Insight

    Feeling the quality of fab­rics, navigating through new collections, compar­ing pricing at-a-glance and speaking with representa­tives that are most attuned to the brand are all advantages brick-and-mortar retailers have with their customers. The connection between the custom­er and the retailer is more important than ever as consumers look to spend their money on brands aligned with their interests and values. However, as we see more customers develop the on-demand mindset and leverage both physical and virtual shopping carts, we’re seeing a new opportunity devel­op for retailers and brands alike: tailor­ing your offering through a 360-degree view of the customer.

    Who are these customers? What are their preferences and buying triggers? How, why and where do they shop? Gaining this intimate understanding and insight into your consumers’ mindset is what the 360-degree view of the customer is all about. It’s no surprise that retailers are striving to achieve this level of connection with their customers - for example, look at the Instagram conversations that Nike is having with its customers. However, the majority of retailer communications to customers are lackluster email marketing campaigns, resulting in consumers feeling that 95 percent of the emails they receive are not at all relevant to them. The tried and true path of customer communication is clearly not working.

    “With every click of the mouse and every transaction at the register, retailers gain more information about their customers”

    Today, 82 percent of consumers feel misunderstood by retailers, but it doesn’t have to be this way. A custom­er’s digital footprint combined with direct feedback on products is creating a wealth of information retailers can leverage to identify what their target customers really want – from products to pricing.

    REVEALING CONSUMER PERSONAS

    With every click of the mouse and every transaction at the register, retailers gain more information about their customers than they've ever had before.

    Today, our problem isn’t the lack of information, it’s a disconnect within organizations on what data can provide the most impactful consumer insights, and how to best analyze it. Additionally, even with the data in hand, many retailers and brands are struggling to understand how to best use those insights to drive revenue and new business opportunities.

    One effective way to put this information to use is to create consumer personas. By leveraging consumer insights and behavioral data from CRM and social media platforms, retailers can identify and thoroughly profile customer segments, or consumer personas. These personas enable you to provide your sales and marketing teams with a robust picture of their target audience and its needs, to ensure the company is offering the right products to the right people.

    Additionally, combining these details with predictive analytics will help retailers discover patterns, revealing insights that help them address customer needs more quickly and better predict future preferences.

    In turn, marketers can use these details to tailor personalized messages that are more likely to resonate with those buyers.

    These are the essential categories you’ll need to create buyer personas:

    • Demographics: What are the typical age and gender for each of your consumer personas? Are they married with kids or single with pets? What are their typical income and education levels? What are their interests? Where do they live?

    • Purchase History: What is the typical consumer journey for this persona? What content did they consume on your website? What products did this group purchase at a higher rate than other personas? How often did they purchase after receiving a marketing message? Do they typically shop with a discount code? How frequently do they make a purchase? What is the channel through which they make most of their purchases? How often do they return items?

    • Information Sources: Where do they look for information when considering a purchase? What magazines and websites do they regularly read? Who are key social media influencers whose opinions they trust? What needs are they trying to fulfill by purchasing your product? What are common barriers to purchase?

    It’s important to realize the 360-degree view of the customer doesn't just benefit the retailer but that it benefits customers, too. Retailers must commit to building relationships with their customers in the same way they strive to deliver great products. Consumers don’t just want retailers to understand them, they expect it. In fact, Microsoft research found that consumers are even willing to share more data with marketers if it results in a customized ‘know-me’ shopping experience. They have a certain loyalty to the retailers they’re supporting and want to ensure these brands’ standards align with their own preferences and even values.

    Whether it’s data from an in-store transaction or from a stagnant virtual shopping cart, we’re in a new exciting era of information. Leveraging this data is easier said than done, but creating consumer personas will move you closer to both your customer and your revenue goals.

    First Insight is the world’s leading provider of solutions that empower brands to incorporate the voice of the consumer into the design and merchandising of new products.

    tag

    Predictive Analytics

    Weekly Brief

    loading
    Top 10 Retail Tech Solutions Companies - 2024
    ON THE DECK

    Retail 2024

    I agree We use cookies on this website to enhance your user experience. By clicking any link on this page you are giving your consent for us to set cookies. More info

    Read Also

    Listening Beyond Hearing

    Listening Beyond Hearing

    Salvatore Incardona, Head of IT, Amplifon Australia
    Modernizing Lending Through Innovative, Secure and Scalable Technology

    Modernizing Lending Through Innovative, Secure and Scalable Technology

    Steven Meek, Chief Information Officer, Pepper Money
    Advancing the Chemical Industry through Digital Transformation

    Advancing the Chemical Industry through Digital Transformation

    Jan Mandrup Olesen, Global Head of Digital Business, Indorama Ventures
    Cultivating a Sustainable Future through Collaboration

    Cultivating a Sustainable Future through Collaboration

    Jiunn Shih, Chief Marketing, Innovation & Sustainability Officer, Zespri International
    Mastering Digital Marketing Strategies

    Mastering Digital Marketing Strategies

    Tasya Aulia, Director of Marketing and Communications, Meliá Hotels International
    Building a Strong Collaborative Framework for Artificial Intelligence

    Building a Strong Collaborative Framework for Artificial Intelligence

    Boon Siew Han, Regional Head of Humanoid Component Business & R&D (Apac & Greater China), Schaeffler
    From Legacy to Agility Through Digital Transformation

    From Legacy to Agility Through Digital Transformation

    Athikom Kanchanavibhu, EVP, Digital & Technology Transformation, Mitr Phol Group
    Change Management for Clinical Ancillary Teams: Aligning Practice with Policy and Progress

    Change Management for Clinical Ancillary Teams: Aligning Practice with Policy and Progress

    Ts. Dr. James Chong, Chief Executive Officer, Columbia Asia Hospital – Tebrau
    Loading...
    Copyright © 2025 APAC CIOOutlook. All rights reserved. Registration on or use of this site constitutes acceptance of our Terms of Use and Privacy and Anti Spam Policy 

    Home |  CXO Insights |   Whitepapers |   Subscribe |   Conferences |   Sitemaps |   About us |   Advertise with us |   Editorial Policy |   Feedback Policy |  

    follow on linkedinfollow on twitter follow on rss
    This content is copyright protected

    However, if you would like to share the information in this article, you may use the link below:

    https://retail.apacciooutlook.com/cxoinsights/the-key-to-the-360degree-customer-view-buyer-personas-nwid-4058.html