The woman at the centre of our attention They spend, they decide on purchases, thinking about their own needs but also those of the family and home.
Women are a very interesting “target audience” for business related to design, furnishing accessories and home textiles.
For an 8 March dedicated to business, we focus on the figure of the (female) client. Person(s)
Words are also important. For a long time now, we have not been talking about targets (hence the inverted commas used before).
Target is something inanimate, defined at the table, and what is more, something to be hit, to score.
Today we speak instead of persons (or rather, personas), i.e. real profiles to be outlined in order to describe our customer, and then to address her specifically.
We still want to hit the mark with our business proposal, but this time to the heart of this person, in a direct, one-to-one relationship. So let's banish all generalisations and stereotypes and instead get to grips with the data in our possession, both sales and communication data. In this i social media help so much, because they provide us with objective insights that help us get a real picture of what is happening, at least online.
For the off-line world, on the other hand, feedback from customer service and all sales personnel will be crucial. in photo OPERA Persian Grey carpet

Asking the right questions

 

One starts with the data, and from there one builds hypotheses regarding what one calls demographic and behavioural characteristics: how old is he? Where does he live, and with whom? What are his habits? What work does he do, and what are his hobbies?
And so on. The more detailed the profile, the more effective we will be when we talk to her, when we think of a promotion, when we design the best set-up to welcome her in the shop, and so on.
Dealing with household objects, we will also ask what kind of house he lives in and what his habits are with respect to living: does he like to receive friends or does he consider home the place of intimacy?
Does he like to change, following the trends of the moment, or has he instead built his own personal, eclectic style and only chooses according to his own taste? It is very important to reflect on his motivations, on a general (almost existential) level first, and specific later, regarding our product: what does he want? What does he need?
Note that these aspects are different and distinct.
Let us keep in mind one of the most powerful forces that move or paralyse people and Let us ask ourselves what our person is afraid of; we later try to describe what its core values are.

They are not all the same

 

We will discover that we cannot speak generically about women and, just as International Women's Day is being celebrated all over the world, it is in our interest to recognise the uniqueness of each one.
Of course, the figures most in line with our business proposal will have to be selected, but we will know practically everything about them, we will learn to call them by name and anticipate their behaviour, and we will weave a truly fruitful dialogue with them.
Once we have identified our most interesting profiles, we will work on getting to know each other better.
This leads to the identification of the “ideal customer”, a concept that always raises the objection: what about the others?
We will not console ourselves by thinking that, in fact, we cannot please everyone, but the value of this analysis lies in the fact that the moment I establish a dialogue consistently with certain personas, I will have good results even on those who are not exactly described by those profiles.
The others we can easily do without, and in any case they will not represent an interesting segment for our business.

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