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| Cover image - https://www.briscoes.co.nz/ |
Buyer Persona – Decision Stage
Once the consumer has shortlisted suppliers, they may just need a nudge or a call to action to make a purchase decision. This is the time in the buyers journey where we can make sure we have the right offer for them, make the process easy and offer great after sales care.(Sellers, 2020)
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| Figure 1 - Buyer Persona - Decision Stage (Authors own) |
Researching the buyer persona ‘Hayley’
To find the attributes of the buyer persona Hayley Wilson, I researched the current followers of the Briscoes Facebook and Instagram accounts. I investigated competitors – Adairs NZ, Farmers and The Warehouse. I found that the majority of the engagement of these pages were from women, many age groups, but a large number in the 30 year age group. From information that was shared in profiles, I found many were in smaller towns or rural areas and many self employed.
Although I noted while conducting the research that there was a wide range of ages and genders following and engaging with the brands, I also considered the following information:
- The age group (32 years) is in the older Millennial age bracket and was more likely to have home related expenses.(NPD Group, 2018)
- The ‘DINK’ group – double / dual income no kids, so has more disposable income. (Big Eye Agency, 2020)
- According to Forbes.com, (Davis, 2019) Women make 70-80% of all consumer purchasing decisions.
Sample Profiles
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| Figure 2 - Briscoes Facebook Profiles (https://www.facebook.com/briscoesNZ) |
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| Figure 3 - Farmers NZ Facebook Profiles (https://www.facebook.com/FarmersNZ) |
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| Figure 4 - The Warehouse Facebook Profiles (https://www.facebook.com/TheWarehouseNZ) |
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| Figure 5 - Adairs NZ Facebook profiles (https://www.facebook.com/adairsnz) |
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| Figure 6 - Farmers Instagram Profiles (https://www.instagram.com/farmersnz/) |
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| Figure 7 - Adairs Instagram Profiles (https://www.instagram.com/adairs/) |
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| Figure 8 - The Warehouse Instagram Profiles (https://www.instagram.com/thewarehousenz/) |
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| Figure 9 - Briscoes Instagram Profiles (https://www.instagram.com/briscoes.nz/) |
Reference List
Reference List
Big Eye Agency. (2020, August 18). Demystifying the DINK Demographic
for Creating Brand Personas. Bigeye.
https://www.bigeyeagency.com/insights/demystifying-the-dink-demographic-for- creating-brand-personas/
Davis, K. M. (2019). 20 Facts And
Figures To Know When Marketing To Women. Forbes.
https://www.forbes.com/sites/forbescontentmarketing/2019/05/13/20-facts-and-figures-to-know-when- marketing-to-women/
Instagram. (2021a). Adairs (@adairs) •
Instagram photos and videos. https://www.instagram.com/adairs/
Instagram. (2021b). Farmers
(@farmersnz) • Instagram photos and videos.
https://www.instagram.com/farmersnz/
Instagram. (2021c). The Warehouse
(@thewarehousenz) • Instagram photos and videos.
https://www.instagram.com/thewarehousenz/
NPD Group. (2018, June 29). 10 Ways
Younger and Older Millennials Shop Differently. NPD Group.
https://www.npd.com/news/thought-leadership/2018/10-ways-younger-and-older-millennials-shop- differently/
Sellers, A. (2020). How to Create
Content for Every Stage of the Buyer’s Journey.
https://blog.hubspot.com/marketing/content-for-every-funnel-stage
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