Shoppers’ personas as metrics are a technique for measuring the value of a customer to both the global market and an individual business — and your value to them.
eme automates the metric. It calculates each shopper individually, per brand’s transactions, to build a global persona from the mobile data gathered during the customer journey. That data consists of responses, locations, answers, activities, correspondence, requests, searches and purchases — which allows stores to offer specific offers and join predefined loyalty programmes and promotions based on an embedded and private shopper persona.
1 · Customer persona, based on retail activity
eme provides shops with a dynamic customer tag based on retail activity, scoped to a geographical area, and calculated dynamically by purchase values — in order to enhance market segmentation and improve ROI by increasing Net Promoter Score.
Every shopper resolves along four axes.
A · Category
Retail activity is scoped to one of thirteen categories:
- Food
- Fashion
- Beauty
- Sports
- Health
- Hospitality
- Entertainment
- Stationery
- Grocery
- Furniture
- Household
- Automotive
- Others
B · Customer type
Type is set by the depth of the relationship, not by spend alone.
| # | Type | Definition | Unlocks |
|---|---|---|---|
| 1 | Citizen | Customer paid the membership fee | Awards · Loyalty+ · Referrals |
| 2 | Resident | Customer purchased more than three times from the store | Loyalty · Referrals |
| 3 | Tourist | Customer purchased three times or fewer from the store | — |
| 4 | Foreigner | Visitor never purchased from the store | — |
C · Gender
- Male
- Female
D · Rank
Rank compares purchase value against the regional average, and is recalculated dynamically.
| # | Rank | Definition |
|---|---|---|
| 1 | Blue | Customer purchases above average — dynamic as per region |
| 2 | Green | Customer purchases average and below — dynamic as per region |
| 3 | White | Customer never purchased from this store category |
2 · Four tiers of listing
A store enters eme at the depth it is ready for, and moves up. Each tier unlocks what the tier below could not do.
| Key | Tier | Mode | What is listed |
|---|---|---|---|
| z | By location | Informative | No products listed · no demography · no loyalty programme |
| y | By product | Productive | Selected products listed |
| x | By store | Productive | All products listed |
| X | By enterprise | Corporate | All branches listed |