Digital Persona Development for Kmart: A Comprehensive Assignment

This assignment focuses on the development of digital personas for Kmart, a major Australian retail chain. The report begins with an executive summary highlighting the importance of persona development in digital marketing, emphasizing its role in refining content for specific target audiences. It then delves into Kmart's digital target audience, analyzing customer segmentation based on age, gender, ethnicity, income, and education. The report presents data visualizations to support these segmentations, providing insights into customer demographics and online shopping behavior. Following the audience analysis, the assignment creates five distinct audience personas, each with a detailed profile, including demographics, lifestyle, motivations, and online shopping habits. These personas are designed to represent key customer segments, aiding in the development of targeted marketing strategies. The assignment concludes with a journey section, mapping how each persona interacts with various digital channels and how Kmart can effectively engage with them. The recommendations section suggests how Kmart can leverage these personas to enhance its digital marketing efforts, improve customer engagement, and drive sales.

Assignment on Digital Persona development
Assignment on Digital Persona development
Name of the student
Roll number
Date of submission

1Assignment on Digital Persona development
Executive summary
The main purpose of making this assignment is to understand the importance of persona
development. Digital marketing has many factors before a step is taken to start marketing. In that
that step the persona development is one such a factor that helps the marketers to narrow down
the content for the target audience. The assignment has 5 persona development charters that suits
to the need of KMART. KAMRT is the chosen organization for which we have to do the
assignment. The persona has to be described as the real character and run down to understand
why they will be purchasing goods from KMART.

2Assignment on Digital Persona development
Table of Contents
Introduction.................................................................................................................................................3
Kmart's digital target audience....................................................................................................................4
The segmentation based on gender and age...........................................................................................4
Based ethnicity Kmart customers............................................................................................................5
Based on income.....................................................................................................................................5
Division between male and female.........................................................................................................6
Based on education.................................................................................................................................7
Item based data segregation...................................................................................................................8
Audience persona........................................................................................................................................9
Persona statement and profiling.................................................................................................................9
Journey......................................................................................................................................................10
Recommendation......................................................................................................................................11
References.................................................................................................................................................12

3Assignment on Digital Persona development
Introduction
Digital marketing means the use of numerous online tactics and channels to attract the
customers. Since the evolution several social sites for hang out a new phase for marketing has
also opened. Big brand have their website designed with powerful creativities to connect with
their audiences. Now a day people spend 60 to 70 percent of their time online surfing the net.
From the website to business online branding assets. There are several methods of advertising
online like email marketing, online brochures, and Youtube ads.
There is a method by which we can identify the customer and that method is called persona
development. It is fictional character based on real data and market research. They represents a
major or important segment of target audience. The content creators works on the persona
development which helps them to build better marketing strategies. They are able to create a
better content. The idea is to understand what if those persona where alive what would they buy
or prefer to buy. They try to bring their created audience to life. This narrows down the target
audience perception and helps in building a suitable audience for the product. Many businesses
create many personas to have clarity and in this process they gather data from their past purchase
or sale data.
The benefit of using audience persona is to understand the customers’ challenges, needs and
desires. To know what they care about and what are they interested in. by knowing what they
like to buy and on what they want to spend we are able to save our time in creating same
products and services. In this way the marketer is able to do their jobs effectively. This
minimizes the extra efforts from the marketers. Once this works well the marketers are able to
retain the customers for long and they become loyal customer (Stephen, 2016).
The best digital marketers should have these important skills to capture audience. There are
many digital marketing campaign to achieve the goal. There are instances when the digital
marketers are hired to do this job and several companies has in-house social marketers to do the
same job. They work by understanding the need, building the market and creating persona and
doing research to suit the needs of the persona. These are some of the steps to get what the client

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wants, in this process the time to capture the audience may be long or short depending on the
requirement intensity.
Here the case study is about the retail giant K-mart. Kmart Limited is a chain of discount
department stores of retail stores (Todor, 2016). With its head office in Mulgrave, Melbourne it
has 228 stores across Australia and New Zealand. It has included merchandise, entertainment
goods, sporting goods, toys, kitchenware, small appliances, almost everything is sold at k-mart.
Everything is sold in k-mart from food to footwear. It has partnership with big brands like HP
computers for printing the photo. And other brands which directly operates from the space of k-
mart. It caters to a large customer of Australia (Taiminen, and Karjaluoto, 2015). Almost 90
percent of the crowd shops in k-Mart. They are always indulged into online marketing to Tv ads
that attracts the attention of the crowd. One such ad that was very much viral was “ship my
pants”. The customers are not only Australian but of many ethnicity as Australia has huge
number of Asian and American migrants. The assignment requires to first identify their customer
from every angles so that a proper audience persona can be built (Salminen et al, 2018).
Kmart's digital target audience
The segmentation based on gender and age.
Age 18-24 25-34 35-44 45-54 55-64
monthly customers
(000) 84 96 99 97 112
Graph 1. Age demography of digital audience o Australia (Shopper Insights, 2019).

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The graph has been gathered from the data provided by Kmart online and analytical tools
available on net. This is a true representation of the customers age and number of customers
visiting the store in months. They are segregated as per their age. The representation shows a
clear view of client between 25 to 44 and 55-64 are highest number of shoppers (Shopper Insights,
2019).
Based ethnicity Kmart customers
Ethnicity In 000
African 123
Asian 70
Causian 98
Hispanic 125
Grapgh 2. Ethencty (Shopper Insights, 2019).
As per the data gathered the details about the demography of the KMART customers are clear.
The main customers are their migrants who come and settle in the country for earning. The
highest customer is from Hispanic and African base (Shopper Insights, 2019). Thus the demands
may be similar to their daily use. This is an important segregation as this may help in building
the persona of the customers better.
Based on income
Income customers in
(000)

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Under $20k 129
$20k-40k 118
$40k-60k 112
$60k-80k 100
$80k-100k 92
$100k-125k 77
Over $125k 65
Graph 3. Income distribution (Shopper Insights, 2019).
The income band of the customers is 20k to 125k. A huge number of digital shoppers are from
20k to 80k band. This means the average earner come to shop in the discount departmental store
to gain some deals. This also makes clear that huge amount of shopper may come when they get
discount offers (Shopper Insights, 2019).
Division between male and female
gender of primary
shopper
Female Male
76% 24%

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Graph 4. based on gender (Shopper Insights, 2019).
The most important factor to determine who is the main influencer of the shopping store. The
data makes it clear that the main digital influencer and the buyer are female. They are taking 76
percentage of the items sold under their basket. This makes it even clearer that the items sold
must be of the household need and beauty products (Shopper Insights, 2019).
Based on education
Education customers in
(000)
No College 100
College 97
Adv. Degree 120
Graph 5. Based on education (Shopper Insights, 2019).

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Very clearly it can be seen that highest number of shoppers has avg. degree holder of college.
They are constituting the major part of the shopping list as they are very much available on the
net and do shopping online for their parents (Shopper Insights, 2019).
Item based data segregation
ITEMS IN BASKET INDEX
Urgent Need (1-2
Items) 92
Express Lane (3-10
Items) 130
Fill Up (11-20 Items) 80
Pantry Stocking (21+
Items) 36
Graph 6. Items (Shopper Insights, 2019).
The needs tell about the customer demand and what they like to buy the most. The maximum
number of items bought are for fill up and pantry stocking.
As per the above data it is now clear that major part of digital shopping is done for pantry
stocking and by women under the income group of 20k to 80k between age 25 to 55. This gives a
hint of the audience persona of KMART. How they are what must be their likes or dislike and
what they would prefer to purchase.

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Audience persona
PERSONA NAME JAMES FRANCIS ALEX JHONSSON REBECA POPLI AMITAB BANSAL JERY MELCOM
GENDER MALE FEMALE FEMALE MALE FEMALE
AGE 55 28 36 45 21
LOCATION SYDNEY MELBOURNE MELBOUNRE QUEENSLAND VICTORIA
INDUSTRY MERCHNADISE STUDENT HOUSEWIFE IT DPT STUDENT
PRIMARY LANGUAGE(S) ENGLISH ENGLSIH MANDARIN HINDI FILIPINO
WHEN THEY ARE
ONLINE
WHEN THEY WANT O
SHOP ALL DAY WHEN THEY WANT TO
SHOP ALL DAY ALL DAY
INTERESTS listening to country
music
cooking, reading,
shopping cooking Reading, online
shopping, music
dancing, shopping,
music
AFFINITIES
Loves to purchase
when in heavy
discount
cooking books childrens items at
discount Compiter items shopping designer
clothes
GOALS To be dead in some
years To complete MBA To become a good mom To buy a house To beocme a model
FRUSTRATIONS Nto finding thing at
right price online
To go for shopping on
foot, rents and bills
being a women, no
earning no job His boss, home loan Her books
BRANDS THEY LOVE Victoria bitter, crown
larger, La Mauny Extra
Bausele, Creux
Automatiq.
Whirlpool, Victoria
bitter, rado Dell, HP, Apple SABA, ZARA, LOVER
INFLUENCERS THEY
FOLLOW Barack Obama Shakira Helen chic Narender Modi Alex hayes
PLATFORMS THEY USE Facebook Facebook, twitter,
instagram
Facebook, twitter,
instagram
Facebook, twitter,
instagram
Instagram, twitter,
youtube, linkedin
Pic 1. Created digital persona.
Digital audience persona is defined by understanding the buyer background. Their lifestyle,
likes, dislikes and challenges. In sum up we are able to understand what kind of life does the
buyer leads. This helps us to narrow down the target content and helps in visualizing the best
outcome of the content prepared.
Persona statement and profiling.
JAMES FRANCIS
He is a 55 year old man who lives in Sydney, Australia and he like to listen to the country music.
He is also a merchandiser and has a past of being a business. He shops online on k-mart
whenever he needs something. By his life style we can come to conclusion that he stays alone
and many time he forget things which is the only thing that he is frustrated about. He loves
purchasing things when that is in discount. That what KMART gives to its customers.
ALEX JHONSSON

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She is a 28 years old student of MBA in Melbourne, Australia. She is active on many social sites
and loves to purchase on line because she does not like to do shopping offline. She hates paying
bills and rent. This summaries that she is not a good earner and has many dues left.
REBECA POPLI
She is 36 years old married woman. She like to work for her kids and she buys a lot of items for
kids when it’s on sale. She is a lady who has never done a job and that is what frustrates her. She
follows influencer Helen chic.
AMITAB BANSAL
He is a male and he is 45 years old. He is an IT guy who works in some computer company. He
has loan for his home that must be cutting his salary very badly. He loves to purchase Electronic
gadgets and specially branded ones. He is an Indian and he speaks Hindi more often. This can
describe his need and he must be a homely guy, not willing to spend on expensive items. He
must be a good money saver.
JERY MELCOM
She is a 21 year old student. She lives in Victoria, Australia. She is not a studious person that
can be concluded for her frustration as books. She follows Alex hayes and she wants to be a
model. Thus her purchase form Kmart must be the lowest as she has mentioned that she likes to
buy designer clothes.
This is a summary of each persona created and that tell an individual story about each of them
where they are from and what they like and what they don’t like.
Journey
As per the digital channel those are available today facebook, twitter and youtube and instagram
tops the list. Everyone on the persona list is use some or the other social media platform. All the
digital audience in the chart is doing online shopping (An et al, 2016).
JAMES FRANCIS

11Assignment on Digital Persona development
He is a man who is old, he does not likes to go shopping offline. He likes to utilize his ability to
shop here on digital platform. Thus when he loves discounts he cant let the offers go. KMART is
known to provide excellent discount offers and they are delivering the items to the door step.
This one best thing that is loved by the James.
ALEX JHONSSON
She is a busy lady studying and working at the same time. She has many options to choose to
shop from online. But due the heavy offers form Kmart she might love to buy from KMART that
fits her budget. It is also seen by the data of the demography that people between age 25 to 60
and income between 20k to 80k loves shopping on KMART.
REBECA POPLI
Being a mom she must be busy whole day and had no time to shop offline thus she has no option
but to prefer the bets discounted items for her kids online. The ad that KMART produces has
mommy and daddy buying things for the kids. This must be a big influencer to love buying from
KMART.
AMITAB BANSAL
He is also a busy man working in IT department and he is 45. He would have a costumed by now
to shop at KMART. The loan is creating a bigger burden on him and that would hold him to
spend money on stuffs that are expensive. He loves to be on internet and the offers from
KMART would have been a good thing.
JERY MELCOM
The youngest of them all. She is just a student and she is supported by her parents she has huge
passion for stylish branded stuffs. She also buy grocery and other items form KMART. As she
like easy things that must be easy for her and the door step delivery would attract her most.
Offers online must have interested Jery.
Recommendation
KMART is an established departmental store which caters to every need of Australians. The
digital platform of KMART highly developed, they invest a huge amount of money on online
and offline marketing (Mrazek et al, 2018). The marketing managers should try to market as per

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the persona they have developed of the real audience. This will help them target the audience
better and ultimately increasing brand loyalty.
References
An, J., Cho, H., Kwak, H., Hassen, M.Z. and Jansen, B.J., 2016, August. Towards automatic
persona generation using social media. In 2016 IEEE 4th International Conference on Future
Internet of Things and Cloud Workshops (FiCloudW)(pp. 206-211). IEEE.
Mrazek, A.J., Mrazek, M.D., Cherolini, C.M., Cloughesy, J.N., Cynman, D.J., Gougis, L.J.,
Landry, A.P., Reese, J.V. and Schooler, J.W., 2018. The Future of Mindfulness Training Is
Digital, and The Future is Now. Current opinion in psychology.
Salminen, J., Jansen, B.J., An, J., Kwak, H. and Jung, S.G., 2018. Are personas done? Evaluating
their usefulness in the age of digital analytics. Persona Studies, 4(2), pp.47-65.
Shopper Insights (2019). Kmart Demographics and Shopper Insights | Numerator. [online]
Snapshot.numerator.com. Available at: https://snapshot.numerator.com/retailer/kmart [Accessed
27 Aug. 2019].
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Taiminen, H.M. and Karjaluoto, H., 2015. The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), pp.633-651.
Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania
University of Brasov. Economic Sciences. Series V, 9(1), p.51.