Personas have always played an important role in marketing and sales. And personas in mobile commerce are even more important. Why? Because shopping becomes an ever more personal activity. The choice is endless, and there are challenges following the unclear situation we are in now. The use, meaning and purposes of many devices and software is different. Economic models need to be adjusted for e-commerce and the hybrid applications. Knowledge becomes obsolete quite quickly. Alignment is far away. Continuous change is the new the way forward, but how do you shape this in a workable model? Technology seems to take the upper hand, meaning we need to have a new focus on where we are and what to do. Mobile is global, and global is in the palm of your hand. Options are endless and production massive. Choice is available in abundance meaning that search is not the right tool anymore as finding something is almost impossible eventhough the opposite seems to be the case. We need to look for new solutions where items find the customer instead of the customer finding the items. So how to reach the customer? This is where the personas come in, as retail becomes more dependent on algorithms while shopping becomes more personalised up to the point where massproduction offers options personalistion, and 3D printing offers the opportunity to personalise, order and deliver almost at the same time.
Strategic personas from the point of view of the retailer
The retailer sees the persona from the external view, how the customer expresses himself. However, this is only part of the bigger picture. The customer has known elements and unknown elements. The known elements are obvious, the unknown elements are not. The retailer uses experience, brands, styles, data analytics. But not moodboards. Cross selling and upselling are common in online but not on site. Concepts are static instead of dynamic. Digital signage offers numerous solutions to push designs to the forefront combined with the mobile devices O2O and therefore should be considered the go to solution to improve retail conversion.
Personal personas from the point of view of the customer
A customer is being influenced and has a % inclination to buy something recommended by vloggers, ads or other communication. That is how we get to the recommendations for instance that 80% of the people who bought this, also bought that item. Some people would want to buy something that is very popular while others avoid buying something that others apparently buy in abundance. Some people are more individual than others.
Moodboards: a helpful way to connect persona and collection
Based on the personas, designers create moodboards, meaning those preferences are a known fact. Everybody has a preference for a style, models, designs, colour palet and pricing. Those are important elements of sales on site in terms of upselling and cross selling. Experienced sales assistents in stores are familiar with this phenomenon. However, to capture this in a digital process based on data analytics is something completely different. Moodboard are common in interior design. Every architect works with moodboards. We now need to extend this work method to retail.