Understanding The Digital Customer

Module Title: Understanding the Digital Customer
Assessment no. J114875
AI Decleration:
I declare that the following AI tools were used in the making of this assignment (mainly
Customer Persona Structure, and tables to visually represent the customer journey map):
 Chatbot (Chatgpt 4.0)

 Grammarly
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Table of Contents
1.0. Introduction...........................................................................................................................2
2.0. Critical analysis of two Decision-making Models (Solomon model and McKinsey Loop
Model)..........................................................................................................................................3
2.1. Scope and focus:...............................................................................................................3
2.2. Sequence and Timing:.......................................................................................................4
2.3. Channel Emphasis:............................................................................................................4
2.4. Influence Factors:..............................................................................................................5
2.5. Flexibility and Adaptability:.............................................................................................5
3.0. Building a Data Driven Persona...........................................................................................6
2. Heinze Structure:......................................................................................................................7
Demographic Info:...................................................................................................................8
Psychographic Data:...............................................................................................................10
Behavioural Information:.......................................................................................................11
Contextual Data:.....................................................................................................................11
Customer Persona:.....................................................................................................................12
Data-driven Customer Journey......................................................................................................15
Introduction:...............................................................................................................................15
Customer Journey Explained vis-à-vis Alvarez Framework:....................................................15
Application of Alvarez Structure to Map Out the Customer Journey:......................................17
Identification of Customer Touchpoints:...............................................................................17
Gathering and Analyzing Data:..............................................................................................17
Mapping out the Journey:.......................................................................................................17
Optimizing the Strategies:......................................................................................................18
Building Customer Journey by applying the Responses and Collected Data:...........................18
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Conclusion.....................................................................................................................................20
REFERENCES:.............................................................................................................................22
Appendices:...................................................................................................................................26
SURVEY LINK:........................................................................................................................27
Survey Data:...............................................................................................................................27
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1.0. Introduction
Customer decision-making theories are a fundamental tool for marketers to influence and
understand consumer behavioral processes. The discussion will delve into thw explanation of
two customer behaviour theories, which explicitly address the digital and online customer
behaviour. These theories offer valuable comprehension of the complexities of consumer
decision-making in the contemporary dynamic marketplace.
Considering consumer behaviour falls in one of the fundamental factors of effective marketing
strategies. In this dynamic marketplace, the digital technologies play a progressively pivotal part,
marketers should be able to navigate complex landscapes of consumer decision-making,
customer preferences, and motivation factors. Delving into the critical discussion of the two
models i.e. Solomon framework and McKinsey CDJ model, the aim is to find out the
fundamental mechanisms driving consumer choices by shedding light on a complex interaction
among the social, technological, and cognitive factors. With the examination of the strengths
and limits of both theories, it will become easier to discover how marketers could leverage
frameworks like these to craft impactful marketing campaigns and strategies.
Furthermore, the data look into data-driven persona development, which is an important step in
properly comprehending and communicating with the intended demographics. A complete
customer persona is created based on a variety of sources, including the consumer research
report, data on demographics, and behavioral insights, to capture the distinct features, choices,
and challenges faced by the chosen organization's "RASMAAN" S" consumer base. This
character will be an orientation guidance, allowing businesses to adjust their communications,
services, and lived experiences that instantly address the precise desires and aspirations of their
intended customers.
Also, we will start the process of creating a data-driven consumer journey for the selected
persona. By following the numerous interactions and touchpoints that influence the client's path
toward buying, the hope is to learn more about their habits, motives, and factors that influence
the choices they make. Backed by information gathered through market research, data analytics
channels, and feedback from customers, the resulting consumer journey map will deliver a
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comprehensive view of the consumers' buying habits and help marketers determine significant
possibilities for participation and involvement at every stage of the process.
This extensive analysis will allow us to gain a better understanding of consumer behavior
theories, as well as demonstrate how data-driven approaches may be applied in real-world
contexts to inform commercial strategies and promotional tactics. By linking theory with
practical knowledge, this study intends to empower marketers with the understanding and
resources they need to navigate the ever-changing landscape of consumer behavior with
confidence and effectiveness.
2.0. Critical analysis of two Decision-making Models (Solomon model and

McKinsey Loop Model)
The Solomon model, put forth by Michael R. Solomon offers a widespread understanding of the
consumer behaviour by emphasizing the cognitive process and involvement at all levels of the
influence in purchasing decisions. While McKinsey Consumer Decision Journey (CDJ model)
provides insight about consumer circumnavigation through different phases and touchpoints
during the decision-making process (Cui et al., 2022). From the preliminary considerations to
post-purchasing, these models outline the effective journey that a customer undertakes, including
both online and offline interactions. With a dissection of included stages such as awareness and
focus, evaluation, consumption (purchase), and post-purchase interaction, the marketers gain
knowledge about the customer behavioral changes and engagement policies required for the
brand interaction (Carpena, M. 2022)
2.1. Scope and focus:

Solomon Framework McKinsey Model
The psychological and cognitive aspects of In comparison, the CDJ model delivers a
consumer behavior are the main emphasis of more complete picture of the consumer
this approach. Based on their degree of experience. It covers a variety of offline and
engagement with a good or service, it assesses online touchpoints and stages, from initial
how individuals take in information, form awareness to post-purchase engagement.
views, and come to judgments
Moreover, it emphasizes how important it is Although it incorporates some cognitive
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to understand the internal cognitive processes components, its primary objective is to

and emotional responses of customers. illustrate the consumer's experience through
its numerous stage
2.2. Sequence and Timing:

Solomon Framework McKinsey CDJ model
The Solomon framework, unlike the CDJ It provides a logical framework for
model, does not follow a rigid linear pattern. understanding how consumers interact with
businesses and products.
On the contrary, it acknowledges that The CDJ model outlines a sequence of steps
cognitive processes can occur at any point that most consumers take, beginning with
during the decision-making process and initial awareness and consideration,
are impacted by elements such as motivation, progressing to evaluation and purchase, and
perception, and learning (Piriyakul et al., concluding with representation and review
2024). after the purchase.
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2.3. Channel Emphasis:

Solomon Framework McKinsey CDJ model
Solomon's framework highlights the need to The CDJ model takes a comprehensive
comprehend how customers assimilate approach to channels, considering several
information from a variety of sources that interactions such as conventional marketing,
involve both online and offline channels, even online platforms, retail locations, and
though it does not concentrate on any customer exchange services.
particular channels (Lin, 2023 ).
It looks at how the handling of advertising It also presents how customers connect with
messages, word-of-mouth, and personal these different channels at different stages of
encounters shapes the perceptions. the decision-making procedures (Neslin,
2022).
2.4. Influence Factors:

Solomon model McKinsey Loop
The strategy considers both product In addition to considering factors about the
quality and individual attributes, such as risk customer and the good or service, the CDJ
perceptions, brand loyalty and involvement model also considers outside factors including
levels, character, mindset, and beliefs (Lundin word-of-mouth, promotion, and evidence of
& Kindström, 2023). legitimacy
It additionally incorporates into consideration It acknowledges that many internal and
contextual factors such as time constraints external factors have an impact on various
and social influences, which may influence phases of the decision-making procedure
decision-making processes. regarding consumer decisions
2.5. Flexibility and Adaptability:

Solomon Model McKinsey CDJ model
The Solomon framework brings versatility in Similarly, the CDJ model provides an
comprehending how customers behave across extensible structure that can be adjusted to
numerous organizations and circumstances. specified market demands, client divisions,
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and across different industries.

It enables marketers to adjust their tactics in It enables the marketers to tailor their
response to shifting customer preferences methods to their target audience's specific
through market dynamics by taking into needs and preferences, while also taking into
account the different degrees of Customer consideration how customer habits and
engagement and cognition technological advances are progressing.
Hence to conclude, as the Solomon model and the McKinsey loop model both provide different
perspectives of the consumer behavior, they complement each other by providing insights into
various concepts of the decision-making processes and the overall customer journey experience
(Salonen et al., 2024). Hence, by the integration of data collected from both frameworks,
marketers can create more efficient strategies that prove best for consumers on both cognitive
and practical scales throughout the decision making process.
3.0. Building a Data-Driven Persona

The creation of data-driven personas, enhances the customer comprehension by combining the
compassion of identities with the reasoning of analytics employing the use of computational
methods, which has been extremely beneficial to human-centered information technology and
the interaction between humans and computers (Rusthollkarhu et al., 2022). Large-scale user
data may be used with the data-driven persona method thanks to these computational techniques,
which is a novel advance in persona construction. For many years, persona creation remained a
well-liked tactic for increasing stakeholder engagement regarding audiences, consumers, or users
and remained fundamentally unmodified. (Data-Driven CX Personas, 2014).
As, there are several ways to transform personas from vague representations of user groups into
accurate, practical, collaborative decision-making tools. These involve the accessibility of digital
consumer information, data science methods, and easy access to analytics systems
 A novel innovation in persona creation is the ability to use the data-driven method to use
a persona profile as a connection to a fully complete analytical system capable of
presenting user representations at various levels of information granularity for better task-
aligned user observations.
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 By discussing the methods used to construct data-driven personas, it is easier to examine

how to use them as tools for understanding and empathizing with customers. The
framework could consist of the following components:
1) decision-making outcomes
2) analytics advantages
3) persona benefits
To demonstrate the use of data-driven personas, we apply this paradigm to real-world examples
in digital marketing, content generation, and system design (Blömker & Albrecht, 2024).
 We then demonstrate the multi-level information aggregation required for user decision-
making by providing a summary of a fully functional data-driven persona system. We
show how data-driven persona systems can equip anyone in need of such insights with
critical, sympathetic, and user-friendly skills (Developing Customer Personas Based On
Segmentation Analysis, 2022.; Fig. 2)
2. Heinze Structure:
The Heinze structure of the customer persona, from Adele Revella’s book ‘ Buyer Personas’
Revella's book aligns with the marketing strategies and provides an insightful framework to help
in the creation of a detailed customer persona. The structure contains five components:
Pain points & Information Decision Objections &

Goals & Values
Challenges Sources making Barriers
To understand Identify the To determine how Describing the Anticipating

the target primary pain the target audience steps and the rebuttals
audience's main points, gets their procedures that can
goals, aspirations, challenges, and information and the target prevent the
and objectives. obstacles that which audience takes customers
the target method they while making from choosing
audience faces. choose to receive decisions the product or
content. service.
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What are the What problems Give a number How can people What qualms
motivations are they trying of websites, social recognize their or
and values they to solve? networking sites, own desires and uncertainties
acquire the most in or traditional difficulties? do the
commodities or sources do they customers
services? confide in harbor mostly
Painpoints
Goals &
and
Values
Challenges
Information Decision-
Sources Making
Objectives and
Barriers
Moreover, the customer persona based on the Heinze model could be structured as follows:
Demographic Info:
The demographic information mainly includes the customer characteristics like age, gender,
education, income, and location. It also discusses the significance of this data in modelling
publicising strategies as the demographics could influence customer decisions and their
purchasing behaviours. The demographic data obtained from the Rasmaan’s survey is given
below:
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Graph 1
Graph 2:
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Figure 3:
Psychographic Data:
The psychographic information could be defined as the data associated with the customers’
personality traits like their lifestyle, interests, values, etc. It highlights the significance of
psychographics in understanding the customers’ future aspirations, motivations, and attitudes
toward different brand products
Figure 5
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Fig.6.
Behavioural Information:
This data could be deemed important as it acquires the information relating to the customers'
behaviors and actions. E.g. their browsing behavior, their purchase habits, and interactions with
the brands (Gasparin., 2022). This information provides comprehensive information about the
preferences, shopping patterns, and engagement attitudes of the consumers affecting the
marketing strategies.
Figure 6
Contextual Data:
The contextual information explains the factors (external) influencing consumer behavior. These
factors could be their cultural norms and values, advances in technology, and societal economic
surroundings. It highlights the importance of contextual data in a marketing environment with a
broader perspective towards the client preparations, allowing the brands to form their future
business plan accordingly. The contextual Data is explained below:
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Figure 7
Figure 8
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Customer Persona:
Customer Aroosha Rana

Age: 28
Gender: Female
Persona
Country: Pakistan
Education: Post-Graduate
Occupation: Assistant Professor (FCCU)
DEMOGRAPHICS:
Gender Female
Age 28
Income PKR 150,000 per month
Career Assistant Professor
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PSYCHOGRAPHICS
Interests: Reading, Music, Travel
Personality Traits: Outgoing, Goal-oriented
BEHAVIOUR PATTERNS
 Regularly consumes content related to marketing trends, personal development, fitness, and travel
 Prefers online shopping for its convenience and variety
 Likes to buy new stuff more than once a month
GOALS AND NEEDS:

 Guidance on versatile, wrinkle-resistant clothing items that can be mixed and matched, ensuring
convenience and style while traveling
 to build a versatile and stylish wardrobe that includes high-quality business casual outfits for work
and networking events
PAIN POINTS:
 Struggling to find high-quality workwear that is also budget-friendly, leading to a compromise
between durability and cost
 Difficulty finding well-fitting, comfortable business casual clothing.
 Quality vs. Price: Struggle to find affordable, high-quality workwear.
 Limited Selection: Frustration with limited stylish options in her size and style.
TECHNOLOGY USE:
Mostly usage of social networking sites to gather info regarding new collections of favorite brands
Devices:
 Smartphone
 Laptop
 Smartwatch
Apps:
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 Instagram, Amazon, Facebook
Data-driven Customer Journey

Introduction:
The entire series of events that consumers go through while interacting with a business or brand
is known as a customer journey. A thorough plan that emphasizes the customer's perspective
outlines the entire process, from early brand exploration to engagement and enduring
relationship building. We are aware that a customer's thoughts, decisions, and choices are greatly
influenced by each step of this process (Zheng & Li, 2024). Companies need to map these trips
to better understand their customers' needs, enhance their experiences, and increase customer
satisfaction and loyalty. Think of it like a treasure map, where the treasure is a satisfied, devoted
customer at the end of the journey (Thero et al., 2022).
The consumer's whole series of contacts with a brand, from their first introduction to the
company to their last purchase and beyond, is referred to as their "customer journey". The idea of
customer journeys has changed over time as marketers have come to appreciate how important it
is to recognize and accommodate each client's particular wants and preferences (Alvarez et al.,
2020)
Customer Journey Explained vis-à-vis Alvarez Framework:

When mapping customer journeys, it’s important to consider the key stages that customers
typically go through. These stages can vary depending on the industry and the specific customer,
but they generally:
Awareness The customer gets awareness of the brand (case in point; Rasmaan),
through the marketing strategies put forth by the brand or other
traditional advertising ways.
Significance: This phase is crucial for capturing prospective clients'
attention and sparking interest. Making a solid first impression
necessitates efficient marketing and promotion.
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Strategies: To increase awareness and interest, use content marketing,

social media campaigns, and targeted advertising
Consideration The consumers put the brand through a complete evaluation, by making
comparisons with other brand options, assessing their importance
through the recently arisen influencer culture, or searching for feedback
using word-of-mouth.
Significance: Customers are presently considering their options.
Providing particular information and answering any concerns may aid in
their process of decision-making (Terpoorten et al., 2024).
Strategy: Provides detailed product details, comparison tools, user
reviews, and feedback to help buyers make informed buying choice
Purchase Brand and brand’s offerings are acknowledged by the customer, making
a purchase decision and completing a transaction.
Significance: the transaction itself takes place at this stage. For
conversion to occur, the purchasing procedure must be easy and
comfortable.
Strategy: Providing many payment options, streamlining the checkout
process, and offering excellent customer assistance to assist with the
transaction are some strategies (Dam et al.,2024).
Retention (Post Customer experience and feedback once the purchase is made, including
Purchase) product use, potential purchases in the future, and customer support
experiences.
Significance: Positive word-of-mouth and repeat business may result
from satisfied customers following a transaction. Any issues must be
rectified swiftly (Dhiman et al., 2023).
Strategy; Provide thorough usage instructions for the product, excellent
customer service, and request feedback to improve future experience
Advocacy Customers get so satisfied with their buying decisions and product or
(Loyalty) service quality that they start spreading the word to their loved ones.
This goes beyond the post-purchase as a customer is engaging another
potential customer.
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Significance: Loyal customers are valuable resources. They are more

likely to recommend the brand to others and spend a greater amount.
Strategy: To maintain consumer attention and foster customer loyalty,
use reward programs, tailored messaging, and exclusive offers (Amin et
al., 2024)
Fig.9. Source: business.adobe.com- customer-journey
These stages could help the businesses to tailor their advertising strategies and marketing plans
according to the needs of the customers at every stage throughout their customer journey.
Application of Alvarez Structure to Map Out the Customer Journey:

The applicability of the Alvarez structure helps businesses to map out their customer journey. It
is done mostly by following the steps given below:
Identification of Customer Touchpoints:

It is done by the determination of the customer’s interaction with the business at each level. It
includes online and well as offline touchpoints like social media, brand websites, customer
service, and physical stores(Akram et al., 2022).
Gathering and Analyzing Data:

This involves the collection of data on the customers’ behaviors, preferences, feedback, and
requirements at every stage. It could be made possible by the use of surveys, customer reviews
and feedback mechanisms, and online analytical tools. (Akhavan & Hassannayebi, 2024)
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Mapping out the Journey:

It demonstrates a visual representation of the customer journey experience, highlighting the
stages and outlining the touchpoints. The data could also be collected to highlight the challenges,
interactions, and pain points (Tueanrat et al., 2021).
Optimizing the Strategies:

The development of strategies for the enhancement of the consumer’s experiences throughout the
journey. It could help the progress of the marketing strategies, restructuring of the purchase
processes, and improving support at the retention stage.
Building Customer Journey by Applying the Responses and Collected Data:
Customer Base Customer shopping journey
Our normal customer base consists of young From initial discovery to the purchase
ladies aged 25-40, especially from Punjab's process, our clients frequently begin by
urban districts, but we also serve worldwide exploring our online catalog or visiting our
clients. They are fashion-conscious physical stores. They value the seamless
individuals who value quality and purchasing experience we offer, from simple
individuality in their apparel selection. site navigation to quick checkout.
Preference for Rasmaan Challenges
Customers like Rasmaan's blend of While our consumers generally have a great
contemporary and traditional style, high- experience, we aim to continuously improve.
quality craftsmanship, and personalized Some common concerns include sizing
service. Our clients are also very supportive uniformity and shipping speed, which we are
of our sustainability efforts. You can read currently addressing to offer a more enjoyable
positive customer reviews on our website or purchasing experience.
any of Rasmaan's social media accounts.
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Hence, Rasmaan can create an even more efficient and tailored customer journey by leveraging
these insights based on data, resulting in enhanced customer satisfaction and loyalty.
Fig.10.
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Fig.11.
Conclusion
Understanding customer behaviour in the digital age is more important than ever for businesses
hoping to succeed. This thorough examination of theories of consumer behaviour and how they
are used in real-world scenarios to data-driven persona creation and mapping customer journeys
highlights how crucial it is for businesses like Rasmaan to continuously adjust and change their
marketing strategies (Weidig et al., 2024).
Theories of customer behaviour, such as the McKinsey Consumer Decision Journey (CDJ) and
Solomon models, provide important frameworks for understanding the complexities of consumer
decision-making. The Solomon model emphasizes the psychological and psychological
processes that influence consumer behaviour, recognizing that such processes are dynamic
compared to linear and influenced by factors such as learning, motivation, and perception. The
McKinsey CDJ model, on the other hand, offers a systematic approach to understanding the
various stages of the customer journey, from initial awareness to after-the-purchase interaction.
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This model, which depicts how customers interact with brands through multiple channels and
phases, highlights the importance of online as well as physical touchpoints.
By incorporating findings from the two approaches, marketers can acquire a comprehensive
knowledge of customer behaviour that incorporates cognitive as well as practical viewpoints.
This combination of methods enables the development of stronger advertising tactics that address
customer’s specific needs and behaviour throughout the entire process of decision-making.
Depending on these conceptual structures, the creation of a data-driven personas marks a huge
step forward in identifying and connecting with the target audiences. Data-driven persona uses a
piece of large-scale user information and analytical techniques to generate comprehensive
descriptions that capture the distinct qualities, choices, and pain points of certain customer
segments. Rasmaan believes that this technique enables the production of extremely precise and
useful personas which can lead to sales and development of products (Taheri et al., 2021).
Furthermore, the segmentation analysis plays a crucial role by enabling firms to divide their
customer base according to common attributes. By using this segmentation to inform the
development of unique personas that embody the attributes of each category, marketers can tailor
their approaches to the particular requirements and preferences of their intended market.
Research has demonstrated that personality and segmentation significantly enhance marketing
results, as demonstrated by higher revenue generation and better engagement rates.
The journey map planning is as crucial to these individuals. Brands can gain a better knowledge
of their customers' behavior, motivations, and decision drivers by tracking the various
touchpoints and exchanges that impact their purchasing journey. Rasmaan feels that the key
phases for the consumer's journey map ought to involve awareness, consideration, purchase,
post-purchase, and loyalty. Each phase is shaped by data-driven insights, including website
statistics, social-media participation metrics, and consumer input.
Hence, to summarize, combining consumer psychology theories data-driven persona generation

and mapping customer journeys creates an effective structure for comprehending and interacting
with consumers in deeper and more successful ways. Rasmaan believes that this technique
allows them to create highly focused and impactful marketing plans that are tailored to the
specific demands and tastes of their target group. Rasmaan may improve the total user
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experience by continuously monitoring and responding to consumer data, resulting in increased

happiness, devotion, and long-term growth in an environment of competition. This thorough and
a data-driven strategy ensures Rasmaans agility and responsiveness to the ever-changing
landscape of customer behaviour.
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Appendices:
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SURVEY LINK:
Survey Data:
DEMOGRAPHIC INFO:
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Column Column Column3 Colum Colum Column6 Column7

1 2 n4 n5
Time Name Email Age Gender Location Education
stamp (City,
State/Count
ry)
2024/05/ Asma rasmaan.pk@gmail.com 18-24 Female Lahore, Master's
17 Mateen Pakistan Degree or
12:21:17 higher
AM
2024/05/ Minahil milozee88@gmail.com 25-34 Female Lahore Bachelor's
17 Zeeshan Degree
3:31:24
AM
2024/05/ Saad mrsaad399@gmail.com 25-34 Male Islamabad Bachelor's
17 waqas Degree
3:32:14
AM
2024/05/ Hassam hassamabdulmalik@gm 25-34 Male Attock,Paki Bachelor's
17 Abdul ail.com stan Degree
3:33:37 Malik
AM
2024/05/ Aroosha aroosha.rn@gmail.com 25-34 Female Pakistan Master's
17 islamabad Degree or
3:35:19 higher
AM
2024/05/ Fatima fmunim13@icloud.com 18-24 Female Lahore Bachelor's
17 Munim Degree
3:36:36
AM
2024/05/ Malaika Malaikakhatab@gmail.c 18-24 Female Attock Bachelor's
31
17 om Degree
3:38:37
AM
2024/05/ Rida ridanoor@gmail.com 25-34 Female Gujranwala, Master's
17 Punjab Degree or
3:41:18 higher
AM
2024/05/ Abdul rumankhan7438@gmail 18-24 Male Islamabad, Bachelor's
17 Rahman .com Pakistan Degree
3:50:01 Khan
AM
2024/05/ Moham abdul137hadi@gmail.co 18-24 Male Jhelum, Bachelor's
17 mad m Punjab / Degree
4:11:11 Hadi Pakistan
AM
2024/05/ Mohsin alimohsin956@gmail.co 25-34 Male Pakiatan Bachelor's
17 Ali m Degree
6:48:32
AM
2024/05/ talha raif talharauf991@gmail.co 25-34 Male pakistan Master's
17 m Degree or
9:06:45 higher
AM
2024/05/ Aman ammanjalil23@gmail.c 18-24 Female Lahore Bachelor's
17 om Degree
9:56:10
AM
GMT+5
BEHAVIOUR PATTERNS:
32
Column8 Column9 Column10 Column11 Column12
Household How often do What is your How do you prefer to Where do you
Income you shop for typical budget learn about new usually purchase
new clothes? for a new Rasmaan's collection Rasmaan
outfit? offerings? products?
Above A few times a ABOVE PKR Social Media Online

150,000 year 20,000
PKR Multiple PKR 5,000 - Social Media Online

100,000 - times a PKR 10,000
PKR month
150,000
PKR Once a PKR 5,000 - Word of mouth Online

100,000 - month PKR 10,000
PKR
150,000
PKR 50,000 Once a PKR 5,000 - Social Media Online

- month PKR 10,000
PKR100,00
0
PKR A few times a PKR 5,000 - Word of mouth Both

100,000 - year PKR 10,000
PKR
150,000
Above Multiple PKR 10,000 - Social Media Online

150,000 times a PKR 15,000
month
PKR Once a PKR 5,000 - Social Media In-store

100,000 -
33
PKR month PKR 10,000

150,000
Above Once a PKR 10,000 - Website In-store

150,000 month PKR 15,000
PKR A few times a PKR 5,000 - Word of mouth Online

100,000 - year PKR 10,000
PKR
150,000
PKR Less than PKR 5,000 - Social Media Both

100,000 - once a year PKR 10,000
PKR
150,000
PKR 50,000 A few times a PKR 10,000 - Social Media In-store

- year PKR 15,000
PKR100,00
0
PKR 50,000 Once a PKR 10,000 - Social Media Both

- month PKR 15,000
PKR100,00
0
PKR 50,000 Once a PKR 5,000 - Website Online

- month PKR 10,000
PKR100,00
0
PSUCHOGRAPHICS:
Column13 Column14 Column15 Column16

What When considering Rasmaan What kind of new How can Rasmaan
34
influences specifically, what are the clothing items would improve your overall
your top 3 things you like most you be interested in shopping
purchasing about the brand? seeing from Rasmaan? experience?
decisions the
most?
Quality Simplicity, Design and Old school designs We need website.
Fabric
Quality Fabric, customisation and A mix of contemporary Fast deliveries
design and traditional
Price Pricing, convenience, outfit Hoodlies Excellent
Quality 1 Pricing 2 Quality 3 Eastern It Save's my Time. I
Design also found best
quality of design
with Excellent
Fabric.
Price Quality pricing and Western By introducing
customer service discounts
Convenience Uniqueness + Style + Co-ord sets with a hint Less is more: I want
quality of stuff of traditional style more simpler
designs
Brand Their reputations, the Pret By maintaing their
reputation models their are presenting prices to medium or
are well known ,their low not too
reviews expensive
Brand Feedback, their vibe, style Loose clothing to More Sales!!
reputation tackle summer heat
Quality Quality price sizes, New full cloths by improving
designs, Website website and
improvements promotions
Quality 1- Quality 2-Price 3-Design Shalwar Qamees Making the online
site more user
35
friendly
Quality Colour qaulaity stuff Good fabrics New fashion
Brand j., bonanza ,eden robe casual outfits by using
reputation complementary
services to
customers
Quality Simplicity, budget friendly, Underwear By gifting a free
elegance outfit
36

Understanding The Digital Customer

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Understanding The Digital Customer

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Module Title: Understanding the Digital Customer

Assessment no. J114875

 Chatbot (Chatgpt 4.0)

2.1. Scope and focus:...............................................................................................................3

2.2. Sequence and Timing:.......................................................................................................4

2.3. Channel Emphasis:............................................................................................................4

2.4. Influence Factors:..............................................................................................................5

2.5. Flexibility and Adaptability:.............................................................................................5

3.0. Building a Data Driven Persona...........................................................................................6

Data-driven Customer Journey......................................................................................................15

Customer Journey Explained vis-à-vis Alvarez Framework:....................................................15

Application of Alvarez Structure to Map Out the Customer Journey:......................................17

Identification of Customer Touchpoints:...............................................................................17

Gathering and Analyzing Data:..............................................................................................17

Mapping out the Journey:.......................................................................................................17

Optimizing the Strategies:......................................................................................................18

Building Customer Journey by applying the Responses and Collected Data:...........................18

2.0. Critical analysis of two Decision-making Models (Solomon model and

2.1. Scope and focus:

to understand the internal cognitive processes components, its primary objective is to

2.2. Sequence and Timing:

2.3. Channel Emphasis:

2.4. Influence Factors:

2.5. Flexibility and Adaptability:

and across different industries.

3.0. Building a Data-Driven Persona

 By discussing the methods used to construct data-driven personas, it is easier to examine

Pain points & Information Decision Objections &

To understand Identify the To determine how Describing the Anticipating

Customer Aroosha Rana

Income PKR 150,000 per month

Career Assistant Professor

GOALS AND NEEDS:

 Instagram, Amazon, Facebook

Data-driven Customer Journey

Customer Journey Explained vis-à-vis Alvarez Framework:

Strategies: To increase awareness and interest, use content marketing,

Significance: Loyal customers are valuable resources. They are more

Fig.9. Source: business.adobe.com- customer-journey

Application of Alvarez Structure to Map Out the Customer Journey:

Identification of Customer Touchpoints:

Gathering and Analyzing Data:

Mapping out the Journey:

Optimizing the Strategies:

Building Customer Journey by Applying the Responses and Collected Data:

Customer Base Customer shopping journey

Preference for Rasmaan Challenges

Hence, to summarize, combining consumer psychology theories data-driven persona generation

experience by continuously monitoring and responding to consumer data, resulting in increased

Perceived Users’ Experiences? Designs, 4, 29. https://doi.org/10.3390/designs4030029

Design Foundation. https://www.interaction-design.org/literature/article/personas-why-and-how-

May 16, 2024, from https://www.researchgate.net/figure/Proposed-Structure-for-the-Personas-

predicting customer experience in online insurance services industry. Decision Analytics

Journal, 11, 100452. https://doi.org/10.1016/j.dajour.2024.100452

disruptive environment. Technological Forecasting and Social Change, 185, 122101.

moderator. Journal of Retailing and Consumer Services, 79, 103819.

Journal of Retailing and Consumer Services, 79, 103806.

“integration imperative”: A customer perspective on omnichannel journeys. Journal of Retailing

and Consumer Services, 64, 102829. https://doi.org/10.1016/j.jretconser.2021.102829

Business Research, 157, 113639. https://doi.org/10.1016/j.jbusres.2022.113639

customer journey. Journal of Retailing, 98(1), 111–132.

Management Data Insights, 4(2), 100245. https://doi.org/10.1016/j.jjimei.2024.100245

empowered tools. Industrial Marketing Management, 104, 241–257.