Initial Customer Profile Boards

When looking at our target customers, we wanted to squash together the brands ideal customers. Their current customer age percentiles look like this:

60% - 28 - 35
25% - 52 - 60
15% - 18 - 24

From this, the ages can be broken down with customer stereotyping. 28 - 35 were looking for one time dresses for special occasions or very rarely office wear. 52 - 60 were mother-of-the-bride market, looking for a dress for their daughters wedding. 18 - 24 were those buying for nights out and also special occasions in more casual styles.

After a briefing with Amy from the company, she made her customer ideals very clear. With an inevitable change in customers due to our campaign plan, we were avoiding the prom market avenue, and looking more at loyal customers around their preferred ages. Amy said their ideal customers would look like this:

40% - 28 - 35
30% - 18 - 24
15% - 16 (prom school leavers)
15% - 52 - 60

We decided to add the top two ideal percentiles together to create a customer target area of 70% of the people the brand would ideally want to reach and sell too. We felt the other two groups were more likely to be one time buyers and therefore did not fit into our 'loyal customer' objective.

After our recent trip to Nottingham for a talk from LS:N Global on 'XX vs XY' we had alot of inspiration about customer areas we could group and work from. The idea of a 'NOMO' fitted just one slice of what our customer could be. A 'NOMO' is a 'No Mother', someone who has a busy life with no current intention of family life. They live glamorous lives but not in excess, as they are health concious and busy. I chose a model from Manchester - Becky Holt. We created a fictional cartograph for her - a selection of images and a run of one of her typical busy days, Because of our brief, we focused the days run of events on the inclusion of social media and networking in her lifestyle.

Rebecca Jaye Sharples