How we use personas in our omnichannel ecommerce developments. How do we build the technology to support our relationships

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eCommerce. Delivered.

2. Utilising Persona’s
in an Omnichannel
Environment
Sam Rutley
Digital Director

3. What is Omnichannel?
Omnichannel is a multichannel approach to sales that
seeks to provide the customer with a seamless
shopping experience whether the customer is shopping
online from a desktop or mobile device, by telephone or
in a bricks and mortar store.

4. Why use Personas and Omnichannel?

5. Personas
Persona A
Gen-Z Gemma
Persona B
Hungry Harry
Persona C
Shopaholic
Samantha
Persona D
Family Fun Fran
Persona E
Movie-buff Mark

6. Capture Customer Data

7. Data Capture – Surveys
Run a welcome series to on-board customers, and
incentivise survey responses.
Use SurveyMonkey (or similar) and ensure email
address is captured in order to synchronise data.

8. Data Capture – On-Site
Encourage users to complete their “shopper
profile”.
Gamify the process (see LinkedIn) and incentivise
using mechanisms such as badges or loyalty
points.

9. Data Capture – In-Store
Use in-store terminals to capture demographic
information about customers (typically by point of sale).
Loyalty cards can be used to identify customers in-
store.

10. Record in CRM

11. Customer Relationship Management (CRM)
Customer relationship management (CRM) is an approach to
managing a company's interaction with current and future
customers. The CRM approach tries to analyse data about
customers' history with a company, in order to better improve
business relationships with customers, specifically focusing on
retaining customers, in order to drive sales growth.
One important aspect of the CRM approach is the systems of CRM
that compile information from a range of different channels,
including a company's website, telephone, email, live chat,
marketing materials, social media, and more.

12. Hubspot CRM - Customers
Use Hubspot to record Customer information and
interactions across channels.
Additional Customer Attributes can be added to
Hubspot Contacts to record demographic information
i.e. Age, Gender, Location, etc..

13. Hubspot CRM – Personas
Define Personas within Hubspot Contact Personas to
segment contact database, and use for further
personalisation across channels.

14. Hubspot - Orders
Record Sales from across all channels as Hubspot
Deals.
Obtain “real” lifetime value of customers across all
owned properties and identify behavioural patterns.

15. Hubspot - Activity
Record customer activity and actions from all
sources in the CRM as Hubspot Activity against
contacts.
Activity could include:
• Opening an email
• Submitting a contact form on the website
• Registering for a newsletter
• Entering a competition
• Interacting on social media
• Contacting customer services

16. Integration
When selecting platforms, ensure they have appropriate
Open APIs. This will facilitate integration between tools.
Use Zapier to define touchpoints between tools, and
“Zaps” to pass data between them.
For example
Trigger: Customer creates account in Magento
Action [dotMailer]: Customer newsletter subscription
Action [Hubspot]: Contact created

17. Segment Customers

18. Magento Customer Segments
Create Customer Segments in Magento 2 to
automatically segment customers based on
demographic information.

19. Magento Customer Groups
Create Customer Groups to reflect to personas and
automatically assign customers based on Magento
Customer Segments.

20. Email Marketing Segmentation
Build segments into email marketing platform.

21. Offline Segmentation
Use loyalty cards/similar to segment customers offline.
Loyalty card numbers can be used to identify the
customer in-store.

22. Using Personas in the Real
World

23. Website
Prioritise content based on persona requirements.
Dedicated storefronts for distinct audiences.
Recommendations based on persona-influenced
behaviours and patterns.

24. Email
Use external dynamic content features to pull
appropriate content (articles, offers and discounts) for
each persona.

25. Telephone
Identification from phone number or initial details (email,
postcode, and so forth).
Recommend upsells based on history/demographics.

26. Online Marketing – Organic Search (SEO)
Develop appropriate content and tools for persona’s.

27. Online Marketing – Organic Search (SEO)
Identify influencers within the personas social sphere
- use influencers to outreach and amplify content.

28. Online Marketing – Paid Media
Pass lists to create Facebook and AdWords Audiences
for Paid Media purposes.

29. Thank You
Any Questions?