Customer portrait is a description of the characteristics of the store’s target customer group from multiple dimensions, and then summarizes the overall picture of customers with similarities. Customer portraits distinguish the store’s target customer group from other groups by describing various characteristics of customers from different angles. The purpose is to find and clarify customer needs and better carry out marketing work.
Customer portraits are composed of a large number of customer labels. All the labels attached to customers are combined to form a customer portrait. It can also be said that customer portraits are a tool for judging what kind of people a group of people are (gender, age, hobbies, family status, etc.).
In various service industries, practitioners will consciously or unconsciously, more or less spontaneously portray customers, and will use some vague or relatively clear adjectives to describe their customer groups. Although cross-border e-commerce companies cannot obtain clear customer portraits through face-to-face transactions like physical stores, merchants can easily obtain customer consumption data and attribute feature data. In other words, based on the possession of various portrait materials, cross-border e-commerce companies can accurately and vividly outline customer portraits.
Application of customer portraits
In the early planning, cross-border merchants should sell products to the right people, clarify their market positioning, find the common points of the target groups – customer orientation, behavior patterns, average customer unit price, etc., to help the store determine the overall operation rhythm and choose effective promotion methods, and ensure that the store has no major deviations in development ideas and directions.
In the medium term, cross-border merchants should optimize and improve products and operations, find out the core selling points of products, and improve the store homepage, details page, etc.: In terms of improving customer satisfaction, it is necessary to improve the communication methods of customer service before and after sales, and deeply understand the problems consulted by customers; carry out refined marketing to improve operating efficiency, and refer to the number of visitors in the early stage to carry out customer portraits, and then carry out refined delivery in the through train. Merchants can analyze the feedback data and judge the active time of customer groups by the peaks and low peaks of the number of visitors and the number of buyers who place orders. In addition, the product structure can be optimized according to the comments and after-sales feedback.
Cross-border merchants can combine old products to determine what are the indispensable selling points of new products in the later stage, understand the reaction and acceptance time of old customers after replacing new products and the number of visitors to new products, so as to better guarantee the renewal of store products.