Customer Persona Development

Matalan is a British fashion and homeware retailer based in Knowsley. Established in 1985, the retailer has approaching 250 stores in UK, and also sells via its website. As an out of town retailer, Matalan pioneered the use of a membership card.

The Challenge
Matalan has over 12 million active customers. A customer segmentation based on purchase behaviour had been developed but there was a requirement to make it easier for the buying and merchandising teams to visualise and keep a specific customer in their minds when planning and buying future ranges by bring each of the segments to life.

Our Approach
2,400 online interviews with a broad Matalan customer base to understand their lives, shopping attitudes and behaviour and attitudes towards fashion. This was augmented via an extensive online qualitative forum to further deep-dive into understanding the segments and their lives. Plus in-home interviews with broadcast quality video to create outputs that truly brought each segment to life.

The Outcome
A total commercial immersion in the segments via workshops, and even meeting rooms at head office named after them. This has resulted in the segments becoming part of everyday language within the business, and the most targeted marketing communications, and range development.

Case Studies.

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