Imagine this, a fake person made up of data. Weird right?!? Believe it or not, businesses make these “people”. It is called a customer persona. Essentially, they pull data from different resources and find their perfect customer. This helps them understand what they need to focus on when trying to hit the target market. In this blog I will be taking the role of Riddles Jewelry in Rapid City and sharing my customer persona.
Riddles Jewelry sells a wide variety of accessories. Primarily, they are known for engagement rings, wedding bands, and gifts. You can find stores all over the United States and online. The store located in Rapid City, South Dakota is referred to as homebase. Most importantly, Riddles ensures long-lasting customer relationships through family-oriented values.
The average age in the United State for women to get married is 28. With that being said, the typical age range for customers is ages 25 to 35. While Riddles prides itself on quality, that comes with a price. The average income for a customer is $45,000-$70,000 falling below and at median income in Rapid city. Due to the high value service and products, reviews are consistently positive. Although price is a concern, customers do their own research beforehand to take control of their narrative.
Customer Profile
Demographic Information
- Age: 25-35
- Gender: Typically, female but also male
- Location: Local to Rapid City and the surrounding area
- Education: Some level of higher education or bachelor’s degree
- Marital Status: Engaged or Newly Wed
Psychographic Information
- Lifestyle: Works a full-time job and takes time to shop in person
- Personality Traits: Practical but emotional decision maker
- Values & Beliefs: Durability is important
- Motivations: Celebrating and self-expression
- Challenges & Pain Points: Jewelry is expensive and afraid to pick the wrong thing
Behavioral Information
- Product/Service Usage: Engagement rings, wedding bands, gifts
- Online Behavior: Instagram, “best jewelry stores in Rapid City”
- Customer Journey: Needs guidance from staff, research online with reviews
Objections and Concerns
- Potential Barriers: Cost
- Common Questions: Is it the right one?
Real Life Customer
“I have purchased several pieces of jewelry from Riddles and love them all; however, the most impressive is my engagement ring. They worked with me to find the perfect diamond and designed custom ring around it. It is truly stunning, and I get compliments on my ring almost daily! Their customer service is beyond impressive! Shelly is awesome but everyone is so friendly, and they always go above and beyond. We no longer live in the area, but I still stop in every time we come to town. I will be a lifelong customer.”
CUSTOMER PERSONA
Name: Hannah
Age: 27
Occupation: She works full-time as an ICU nurse and loves to spend time with family and friends in her free time.
Goals: Finding her perfect engagement ring all while trying to be timeless.
Challenges: She tends to be frugal but when it comes to things she truly cares about she doesn’t mind paying the price.
Personality: She is very outgoing but commonly second guesses her decisions. Although Hanah is practical, she has a history of making emotional decisions. She believes in things that last and will do anything in her power to convince people around her to do the same.
Sources:
https://www.census.gov/quickfacts/fact/table/rapidcitycitysouthdakota/EDU685224#EDU685224
https://www.pewresearch.org/topic/internet-technology/user-demographics
https://www.statista.com/topics/5841/jewelry-market-in-the-united-states/#statisticChapter