Eduardo Furtado

Creating Customer Personas of Loyalty Programs

Featured image
Image from the Investor Relations report

To bring more value to a shopping mall loyalty program, I worked on creating customer personas by analyzing purchasing behaviors captured through our digital platforms, the shopping mall super app. With the increased digitalization of consumer purchases and the data collected from their journeys via the app, we gained clearer insights into customers' habits and their relationship with the mall.

Examining transaction data from a campaign sales period, I identified common shopping patterns, based only on data shared by the clients to the loyalty program. For example, a frequent shopping journey began with a purchase in the Apparel segment, followed by shopping in Miscellaneous stores, and concluded with a visit to the supermarket. This pattern allowed us to define a persona that could be utilized by the marketing teams and for our recommendation algorithm to provide more relevant coupon suggestions to customers. This grouping also enabled us to engage tenants relevant to each persona, improving the customer experience and boosting tenant sales.

By conducting statistical breakdowns on this data, we analyzed the most common customer journeys. This allowed us to calculate the probability of a customer making a purchase in a particular segment based on their previous purchase.

You can read more about this analysis in the Investor Relations report this project was showcased in the Earnings Release 4Q21 (p. 21) [direct link to the PDF].