Expert: Why merchants need to know buyer personas

Kristina: What are buyer personas and why do merchants need to be aware of them?Kerry Liu, CEO and Co-Founder, Rubikloud: They’re always changing and have multiple facets that influence their shopping behavior. It’s important to go deeper than a one dimensional shopper persona because customers are always changing and can’t be defined by a single interaction or label. Imagine if Facebook put everyone as one persona and tailored a user’s news feed based on that one role, i.e. “the new husband.” If this person’s newsfeed was just targeted to information about them being a new husband, the newsfeed would cease to exist because it would just be one persona that doesn’t take into account other identities or interests of the consumer. Retailers will miss out on a significant amount of…

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