Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

1. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
Chapter 3 Understanding your Buyer Persona
Case Study Chapter 3: KICKZ.com
KICKZ.com is one of the leading online shops for premium sneakers and urban fashion,
providing the newest models of the most popular brands. The company has a deep
knowledge and experience of the street and basketball-wear market and positions itself as
the expert for sneakerheads and street couture enthusiasts alike.
Overview
There has been an emerging market within younger generations, involving the evolution of
‘sneakerheads’ and the almost compulsive collecting of rare and sought-after sneakers. This
market also extends to urban fashion, which accompanies this trend. One SME from
Germany has been capitalizing on this trend since 1993. KICKZ initially started selling t-shirts
off the back of a pick-up truck and later established a brick and mortar store in Munich and
Berlin. They later expanded to the online community and, with the addition of the online
store, KICKZ was able to reach customers from all over the world.
The aims of KICKZ are to:
● Reach customers from around the world
● Facilitate interaction and engage with an online community of “sneakerheads” and
street couture enthusiasts

2. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
● Create preference and increase sales of the K1X brand
● Position the K1X brand as a connector between the hiphop and basketball culture
Implementation
Trustpoints are paramount for e-commerce businesses. KICKZ.com has achieved these
trustpoints by offering a service hotline in plain site from their main landing page, so
customers can feel assured that any problems that may arise can be resolved with a quick
phone call.
However, simply displaying a phone number will not suffice for today’s online consumer, so
the brand also states clearly next to the phone number that shipping is fast, with the added
bonus of easy returns and a 14 day return policy. Most importantly, the webpage exhibits
easy payment options and a security badge for safe online checkouts. Having a PayPal
option for checkout is probably the most important aspect, as a large majority of their
target audience have a PayPal account and can easily checkout without needing to have
their card details handy. Furthermore, the webpage displays easy to find terms and
conditions, privacy policies (with clear/bold headings) and contact links at the footer where
the consumer is most habitually used to finding it.

3. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
The brand offers exclusive updates, deals and coupons for people who sign up to their
newsletters, but states clearly security information and opt-out options. The brand also
engages with their target buyer persona by featuring a blog on their website. To facilitate
the interaction and reduce “consumer misbehavior” the brand provides useful netiquette
guidelines.

4. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
The website and blogs are also social media ready, posting the brand’s presence in the
relevant platforms.
One of the most effective ways to gain customer trust is for a brand to be easily found
through organic search. A simple query on Google for ‘sneaker shop’ shows that kickz.com is

5. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
one of the first options in the organic search list (which consumers trust more over paid
search).
Just as KICKZ wants to successfully manage trustpoints, they are mitigating painpoints for
their consumers simultaneously. Since their customers cannot physically touch the product,
the brand ensures all products have high resolutions pictures with white backgrounds to
ensure a strong contrast, along with multiple angle views and zoom functions. If consumers
are still unsure, the webpage offers user comments on the product, a stock-meter letting
users know how much of the item is left, and a full list of details ranging from product
material and brand information to sizing charts (with an automatic converter for sizing
differences between EU,
US and UK sizing).

6. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
If a product is unavailable, the brand assuages this painpoint by offering to send an email to
the user if it becomes available again, or recommending similar items that the user may like
based upon the user’s preferences. What especially alleviates the potential painpoints for
this webpage is the fact that it is a German website that caters internationally and thus has
a IP recognizer that automatically knows the user’s country’s language and currency, if
available, making the navigation, signing up and checking out for any user fast and easy.
Customers may also not want to sign up to the website in order to make a purchase, thus
the brand allows users to sign up using Facebook or to checkout as a guest, so users don’t
have to worry about the website saving their information. Also, it goes without saying the
websites needs to offer a “forgot your password” link. Additionally once the user has made
a purchase, the webpage automatically sends a confirmation email, with order details
included, and later sends a tracking number for the convenience of the customer to know
where their package is at all times.

7. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
The users of the brand’s webpage may use the site simultaneously but most likely they will
use it sequentially, meaning they will most likely browse a product on their cellphone, and
then proceed to make the purchase from their personal computer. This signifies the
importance of having a responsive website, since newsletters or social media posts of new
products may trigger their customers to immediately check this new product on the website
from their mobile device. Therefore, KICKZ.com’s mobile site has made it easy for
consumers to browse and to even make purchases from their
mobile phone.
Customers of KICKZ.com are mainly goal-driven, meaning they are there to make a
purchase. Consequently, the brand focuses on the latest products by including flashy images
on landing pages with clear calls-to-action, and a shopping cart image on each page.
Results
The integration of KICKZ.com’s webpage, with its retail store in conjunction with its online
community (social media sites), is what has truly made the brand a success. KICKZ has
created a click and brick model by offering consumers the ability to check products in store
and get them delivered to their homes at later date. Additionally, the brand also allows for
online consumers to pick up orders in-store to avoid shipping charges. A prominent facet of
their success is their ability to build an online community, with almost 500,000 likes on their
Facebook page and 14,000 followers on their Instagram page. This can be attributed to their
consistent daily uploading of new and relevant products, along with details of exclusive or
early releases and promotions, along with relevant fun content; creating ongoing dialogue
and excitement among their users and followers. For example, the sharing of a basketball
games event (a sport completely in sync with consumers who love sneakers), and linking it

8. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
with an oncoming promotional event sparked over a 1000 likes and over 100 comments and
shares in just one day.
Further Information
1. https://www.kickz.com/
2. https://www.kickz.com/blog
3. https://www.facebook.com/kickz/
4. https://twitter.com/kickz?ref_src=twsrc%5Etfw
5. https://www.pinterest.com/kickz/
6. https://www.youtube.com/user/kickz
Discussion questions
1. After reading the case and visiting Kickz.com, develop a profile of the KICKZ buyer
persona. As outlined in chapter 3, the buyer persona should include Who, What, Where,
Content, Channels, Trust touchpoints, Pain touchpoints, Consumer or Influencer, “They
say”, “We say” and Keywords. Discuss the buyer persona you have developed with your
peers in the class.
2. Visit the KICKZ website to identify the trust and painpoints in the purchasing process.
Discuss with your peers to what extent the company has effectively tackled them.
3. It is one the thing for a brand to simply be successful at selling a product, but it is an
entirely different situation when a brand grows and nurtures a community well after
the consumer has purchased from the brand. Identify how KICKZ has built and
continues to maintain their brand community.
Class activities
1. Imagine that you are the KICKZ Digital Marketing Manager. Using the principles of viral
content presented in chapter 3:
a) Put together a storyboard for a viral video to promote the brand and drive traffic to
their website.
b) Develop a sharing strategy to include the rationale for the selection of the platforms
where the video will be shared/featured and a selection of influencers that can
support and encourage the sharing of the video.

9. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
c) Using a video editor of your choice develop the video, keeping in mind the interest
of the online community.
2. Imagine that you are to open your own online streetwear boutique that would directly
compete with KICKZ. Based on how you evaluate KICKZ’s successes and pitfalls, try to
construct a brief plan for how you might differentiate your brand based on this evaluation.