Customer Experience and Management of Dove

This paper discusses the customer segments and personas of Dove products available at Woolworths, an Australian retail chain. It covers demographic and psychographic segmentation, and personas of millennial customers. It also suggests strategies for positive customer feedback.

Running head: CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Customer Experience and Management of Dove
Name of the Student
Name of the University
Author note

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Table of Contents
Introduction:....................................................................................................................................1
Two customer segments Dove and their profiles:...........................................................................1
Demographic segmentation:............................................................................................................2
Psychographic segmentation:..........................................................................................................4
Personas of consumers of Dove products:...................................................................................4
Millennial customers type 1: Hipennial:......................................................................................4
Millennial customers type 3: Old school:....................................................................................5
Millennial customers type 3: Gadget Guru:.................................................................................6
Millennial customers type 4: Clean and Green millennial:.........................................................7
Millennial customers type 5: Millennial Mom or family oriented:.............................................8
Millennial customers type 6: Anti-millennial:.............................................................................9
Considering the voice of customers to form experience strategy and customer feedback:...........10
Proposition of value for customer segments:.................................................................................12
Suggested experience and journey maps of upper class people and working people:..................13
Conclusion:....................................................................................................................................13
References:....................................................................................................................................14

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Introduction:
Creation of positive customer experiences play a very important role in creation of value
by products for customers and consequent revenue generation. Today, creation of value is not
only dependent on the marketers but also the retail chains. The paper would visit this concept
with Woolworths as the retail and Dove as the brand.
Two customer segments Dove and their profiles:
The researcher would consider two customer segments which avail Dove products at the
outlets of the Woolworths. The two segments under consideration are the demographic
segments and psychographic segments. Dove is a brand of range of premium beauty products
owned and marketed by Unilever and available at the outlets of the Woolworth’s retail chain.
The product line of Dove consists of premium toilet soaps, shampoos, conditioners, deodorants
and creams. The products under the brand name of Dove come with their signature fragrances
which are very mild yet appealing. The packages of the Dove products are of subtle colours like
white and sky blue which give them a sophisticated appeal. This sophisticated attribute enables
Dove to attract the premium customers. The products for both men and women marketed under
the brand name of Dove are attributed with superior quality. The products are made from both
vegetative and animal origin raw materials. The products under the brand name of Dove are thus
in demand due to customers of both upper class and middle class.
The Woolworths is an Australian chain of supermarket which sells a variety of consumer
goods like fruits, vegetables, meat products, alcohol and bakery products. The super market
chain sells organic and inorganic products. As a result, its customer base consists of both upper
class customers and middle class customers. This immense customer base enables the super

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
market hold highest position and renders it immense revenue. This middle class and premium
customer bases makes the Australian retail chain attractive to top international consumer goods
companies to sell their products. The retail chain provides a strong base to the British-Dutch
consumer goods company, Unilever. Unilever sells several of its premium products at the outlets
of the Woolworths to get access to middle and upper class consumer base in order to earn
immense profit. One can also point out from the discussion that the customer profile of Dove is
well aligned with the customer profile of the Woolworths. The Woolworths sells Dove products
both for men and women. The products of Dove available at the retail chain include soap bars,
shower gels, creams, shampoos and hand washes. The following are the customer segments and
profiles of the Dove which Unilever sells at the outlets of the Woolworths:
Demographic segmentation:
The demographic segmentation of the customer segments of Dove consist of Australia
and overseas. The skincare products of Dove are available in Woolworth’s branches both within
Australia and overseas. The first attribute of the customer profile of Dove is that they consist of
both men and women. The products under the brand Dove are available at various outlets of the
Woolworths supermarket. The second attribute of the customer profile of Dove is its customers
are mostly middle and upper class people. It can be pointed out that Woolworths, being one of
Australia’s leading retail chains sell high quality products. It sells organic products and finished
goods of leading consumer companies. Thus its consumer base too consists of upper class
consumers. These consumers have sufficient disposable income to purchase expensive skin care

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
products. This is aligned with the increasing per capita income among the people in Australia.
Figure 1. Graph showing GDP per capita of Australai
(Source: tradingeconomics.com, 2018)
The third attribute of consumer profile of Dove products at the outlets of Woolworths is
that they are mostly working people who have sufficient income to afford intensive skin care
products. It can be pointed out that Unilever carries continuous research and development in
terms of Dove products. Alfonso, Tynes & Johannessen (2016) point out that long hours of work
and pollution create stress on skin. The employed people suffer from skin problems like dryness
and acne which can culminate into more serious skin problems. The company has developed
Dove products which target these specific needs of the customers like keeping their skin
hydrated during the day. Again, there are products which enable consumers in dealing with
problems like acne and eczema. These products manufactured to target specific skin problems
thus require immense investment from Unilever. This makes them very expensive which enables
only the middle and upper class afford Dove products.

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Psychographic segmentation:
The consumers at Woolworth’s outlets who purchase Dove products can be segmented
psychographically on the grounds of their lifestyle and personality. The consumers of Dove
products are mostly employed and lead a high standard of lifestyle. They lead a very hectic
lifestyle due to their pressing professional commitments which in turn have negative effect on
their skin. They use the intensive skincare products of the brand to fight these skin problems
which they suffer from due to hectic lifestyle and professional stress. Thus, lifestyle wise the
consumer profile of Dove products can be divided professionals and employed people who suffer
from skin problems due to their hectic lifestyle and resort to Dove products to take intense care
of their skin. The next criteria of segmentation within psychographic segmentation is the
frequency of consumers using Dove products. Most of the consumers visit Woolworth’s outlets
to obtain Dove products for regular use. A sizeable portion of the consumer base use Dove
products to deal with their skin problems (unilever.com, 2018).
Personas of consumers of Dove products:
Millennial customers:
Millennial customers type 1: Hipennial:
The consumers of this persona are assertive and proactive while making purchase
decisions. They are dominating in nature and are specific about their needs. One can align this
persona with educated upper class customers who have knowledge about products they use.
However, the consumers of decisive Danielle group usually rely on products they are aware of
and prefer using products they know. Thus, they lack the spirit to innovate and are usually
sceptical about using unfamiliar products. As far as Dove is concerned, the millennial consumers
of the hu persona visit Woolworth’s stores to acquire the product. They visit Woolworth’s outlets

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
since they are aware about the branded skin care products like Dove which are available in the
stores. They are specific about using Dove products and usually prefer it on regular basis to deal
with the skin problems which they encounter due to their lifestyle needs.
Figure 2. Figure showing Hipennial customer persona
(Source: Gadiyar et al., 2017)
Millennial customers type 3: Old school:
The customers belonging to old school millennial type are disconnected, confident,
independent and self-directed. These customers are confident about their needs and are
independent in making purchase decisions. The customers of this category powing to their
knowledge and confidence tend to interact less with the sales persons. Dove, on the other hand is
a high engagement brand because it offers a wide of products from soaps, skin creams, body
washes, shampoos to conditioners both form men as well as women. This means that the sales
Hipennial
Use Dove products due to
their high quality
Use them
regularly to
skin
problems
Hseitate trying new products
Educated
and
broactive
consumers
haviong
product
knwoledge

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
persons at the Woolworths should make attempts to engage he customers of this category to offer
them appropriate products.
Fi
gure 3. Customer persona diagram for Collaborative Claire
(Source: Gadiyar et al., 2017)
Millennial customers type 3: Gadget Guru:
The customer persons of the customers belonging to the gadget guru category are free
spirited and confident. A very important aspect of their persona is that they are innovative in
purchase and prefer purchasing new variants of products. The next important aspect of their
persona is that they are confident about their needs and what they want to buy. The sales persons
at the Woolworths stores should provide these customers about the new variants of skin care
Old
school
Confident
Have global
knowledge
about Dovwe
products
Lacks
association
with products
Specific about
their needs

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
products which the retail chain is selling under the brand Dove (Wooldridge, 2015). b. They
must inform these customers about the bundling and discount offers which the retail chain is
providing on products of Dove. The sales personnel can also introduce these customers to the
online app of the retail chains where these customers can place orders to purchase Dove
products. This strategy would engage the gadget guru category of customers and they would feel
more associated with the brand
Figure 4. Mapping of gadget guru customers persona
(Source: Cottrill, C. D. (2015)
Millennial customers type 4: Clean and Green millennial:
A very significant aspect of the persona of clean and green millennial is that they
emphasis on sustainability and consequently on green sourcing of raw materials. The next aspect
of their buying behaviour of these customers is that they prefer leading healthy lives and thus,
consuming products which are environment friendly in nature. As far as Dove is concerned, the
Gadget
Guru
Likes
consuming
new
products
Specific
about
needs
Innovative
Prefers
using apps
to purchase

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
brand already offers sustainable and environmental products which contain natural ingredients
like milk. Thus, the sales personnel at the Woolworths should show these customers the new and
innovative products of Dove. They should also stress on the environmental friendly sourcing of
the raw materials like lemon grass and aloe which Unilever engages into to manufacture Dove
products. This way the sales personnel at the Woolworths would succeed in creating positive
impression on these customers and sell them products by Dove.
Figure 5. Persona of clean and green millennial customers
(Source: Schoolman et al., 2016)
Millennial customers type 5: Millennial Mom or family oriented:
The customers belong to the millennial mom category are usually seniors customers who
family oriented. They are confident and digitally well aware. They prefer leading healthy lives
and workout. An analysis of their persona would show that these customers are well established
career wise and belong to the upper or middle class of the society. As far as the brand Dove is
Creation of
strong
impression is
important
Confident
Stress on
sustainable
products
Emphasis on
environment
friendly sourcing
of raw materials

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
concerned, it is highly aligned with the persona aspects of the millennial mom or family oriented
customers. Unilever offers premium skin care products which suits the tastes of the family
oriented customers. Moreover, products under the brand name Dove are dermatologically tested
and sans harmful chemicals, thus does not harm the skin of the users. These attributes of Dove
products encourage the family oriented customers to purchase the products at the outlets of the
Woolworths.
Figure 6. Persona of millennial mom customers
(Source: Nguyen, Özçaglar-Toulouse & Kjeldgaard, 2018)
Millennial customers type 6: Anti-millennial:
The customers belonging to anti-millennial persona are conservative and prefer confining
them to the locally available products. They do not generally prefer using new and innovative
sustainable products which multinational companies like Unilever offer at international retail
chains like Woolworths. The sales person at Woolworths should offer them conventional Dove
Well established
and wealthy
Family oriented
Millennial moms
Prefer using
products sans
harmful
chemicals and
leading healthy
lifestyle

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
products which they are already acquainted. However, keeping in line with the sustainability
aims of Unilever and Woolworths, the sales person at the latter must encourage these customers
to use sustainable products under the brand name of Dove (represented by the green
background).
Figure 7. Anti-millennial customer persona
(Source: Nguyen, Özçaglar-Toulouse & Kjeldgaard, 2018)
Considering the voice of customers to form experience strategy and customer feedback:
The sales personnel at Woolworths should consider the voice of customers while forming
a strong and positive experience strategies and positive customer feedbacks. The international
Australian retail chain should use IDIC model in forming positive customer experience in order
to gain positive customer feedback. The retail chain as far as creation of positive customer
experience with Dove is concerned should identify, differentiate, interact and customise
Sales person should sell Conventional but
envrionment friendly productReluctatant
to try new products
Not concerned
anbout
sustainability
Local in
consumption
pattern
Conservative
and reluctant
in using new
products

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
(IDIC) the product offerings. The retail chain should identify the customer segments to whom it
can market the products of Dove. For example, Dove is a premium product under the ownership
of Unilever which covers skincare products like soap bars, creams and body washes. Thus, the
appropriate customer segment would be upper and middle class customers having millennial
persona aged between 16-35 years and family oriented customers between 35 to 55 age bands.
The next step of the IDIC model is differentiation of the product under question from its
competitors. First of all, Unilever uses appropriate brand positioning to differentiate Dove from
its other premium skincare range Lux. The company promotes Dove as a premium quality brand
offering a vast range of skincare products targeted at working consumers. Dove products comes
in variants more related to fruits and leaves like aloe and strawberry. The Dove products render
premium fruit skincare benefit to its customers which no other products can offer.
The next component of the IDIC model is interaction which the model should consider to
create strong customer experience strategy. The Woolworths should promote Dove products
more strategically on its website and also in its stores.
The last aspect of the model is to customise the product offering to create positive
customer experience. The Woolworths should use customer satisfaction creation strategies like
product bundling to enhance value of customer purchase.

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Figure 8. IDIC model
(Source: Peppers, D., Rogers, M., & Kotler, P. (2016)
Proposition of value for customer segments:
The Woolworths retail chain must use appropriate customer touch points to create value
for its customer segments as far as Dove products are available. The retail chain can use various
channels like mobile phones, websites, print, sales persons (people), marketing channel and other
services like offers from banks on use of credit to purchase products at the Woolworths. For
example, the retail chain promotes ordering of Dove products using its official app. The can be
promoted using the official website and print media. The sales persons can customise products
like offering product bundling and discounts to enhance value creation of customers.
identify Differentiate Interact Customise

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Figure 9. Customer touch points of Woolworths
(Source: Lim, Al-Aali & Heinrichs, 2015)
Suggested experience and journey maps of upper class people and working people:
Products
Benefits Experience
Features
The value proposition canvas shown above shows how products can create value for
customers. The brand under study, Dove can create value for the two customer profiles, the
upper class customers and the working customers by providing them superior skin care. Dove
products should create additional benefits like hydration to maximum customer experience.
Customers
websites
mobile apps
Print
Other
services(credit
card offers)
products
people(sales
team of
Woolworths)
Marketing
offers
Customers
Wants Fears
Needs

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Steps of forming customer centric organisation:
1. Obtain customer voice.
2. Use the feedback of customers in forming product strategies
3. Provide round the clock assistance to customers.
Conclusion:
The Woolworths should use more strategic and aggressive product offers while
marketing Dove products. This would create more value for them and generate more revenue for
the retailer and Unilever. This would enable it to strengthen its brand image of the Woolworths
and enable it to market products by other multinational companies as well. This would enable it
to generate more revenue and strengthen its market position.

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
References:
Australia GDP per capita | 1960-2018 | Data | Chart | Calendar | Forecast. (2018). Retrieved from
https://tradingeconomics.com/australia/gdp-per-capita
Alfonso, J. H., Tynes, T., & Johannessen, H. A. (2016). P144 Does a potential healthy worker
survivor effect bias the association between occupational skin exposure and skin
problems? a three-year follow-up study of the general working population of norway.
Dove. (2018). Retrieved from https://www.unilever.com/brands/personal-care/dove.html
Gadiyar, A. R., Bagchi, H., Kumar, N., & Karmakar, R. (2017). U.S. Patent Application No.
14/885,368.
Wooldridge, A. L. (2015). Electronic Waste in the United States: Using Q Methodology to
Analyze Sustainable Attitudes of Millennials (Doctoral dissertation, Oklahoma State
University)..3
Cottrill, C. D. (2015). Location privacy preferences: A survey-based analysis of consumer
awareness, trade-off and decision-making. Transportation Research Part C: Emerging
Technologies, 56, 132-148.
Schoolman, E. D., Shriberg, M., Schwimmer, S., & Tysman, M. (2016). Green cities and ivory
towers: how do higher education sustainability initiatives shape millennials’ consumption
practices?. Journal of Environmental Studies and Sciences, 6(3), 490-502.
Nguyen, N. N., Özçaglar-Toulouse, N., & Kjeldgaard, D. (2018). Toward an understanding of
young consumers' daily consumption practices in post-Doi Moi Vietnam. Journal of
Business Research, 86, 490-500.

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CUSTOMER EXPERIENCE MANAGEMENT OF DOVE
Peppers, D., Rogers, M., & Kotler, P. (2016). Managing customer experience and relationships.
Lim, J. S., Al-Aali, A., & Heinrichs, J. H. (2015). Impact of satisfaction with e-retailers’ touch
points on purchase behavior: the moderating effect of search and experience product
type. Marketing Letters, 26(2), 225-235.