Plantorama concept

A cross media concept project

Project Overview

Plantorama's primary target audience today is women aged 55 and above, without dependent children, whose customer journey primarily takes place in physical stores. Plantorama has successfully crafted a retail concept in these spaces, branded as 'An Oasis of Life.'

Examining Plantorama's key metrics, it becomes evident that customers under the age of 29 are not registered visitors in their stores. Furthermore, those under 25 years old are also absent as visitors on their webshop. On the webshop, they have categorized a target audience from 25-44 years old. This categorization is critical because the way one communicates with a 25-year-old differs significantly from communicating with someone aged 44. This suggests a current lack of permissions that would enable more individualized communication with their customers.

Overall concept solution

The overall research question was "How can Plantorama transfer their concept from the physical stores and create 'an oasis of life' on their online channels, seamlessly blending with the experience customers receive in the stores?
The solution turn out to be an app concept to help Platorama to track thier customers experiences and keeping them engaged.

Customer recognition & permission gathering

Customer recognition and permission gathering are necessary to personalize Plantorama's communication with the customer and are key to accessing data collection and analysis subsequently. If Plantorama has ambitions to implement 1:1 communication that is relevant and engaging, they must, at a minimum, be able to recognize the customer and have obtained permission from him/her hich should be the epicenter for collecting valuable permissions with data.

This type of permission provides more value than "volume permissions" such as their newsletter since the customer club will grant access to more data. This way, a stronger foundation for profitable customer relationships is established over time.The customer club, named Klub Plantorama, functions as an app and login on the webshop. The customer club offers exclusive benefits for members and is an integrated technical solution consisting of static and dynamic data.

These facilitate the collection, analysis, and reporting of data used for targeted communication with the customer and for marketing automation.

Data collection & data analysis

Customer recognition and permission gathering are necessary to personalize Plantorama's communication with the customer and are key to accessing data collection Data equals memory. Plantorama can remember through data: "What did we talk about before?" Data collection gathers user behavior from customers, allowing Plantorama to create a seamless experience for the customer across their online and offline channels, as the information the customer has provided on one channel does not need to be repeated on the other. Based on Jens, the employee at Plantorama should know from his data why he visits the store and what he needs.
There are three types of data that can be collected: stated, done (behavior), and felt/thought

STATED DATA
Stated data consists of data that Plantorama knows, such as name, email, and phone number. Data provided by the customer is both uncertain and can quickly become outdated, therefore during the login phase to the customer club, Plantorama should focus on nudging the user to log in via Google or Facebook to access more stated data, which is automatically updated rather than traditional login.

Done data is the actual behavior and is retrieved from sources like Google Analytics and navigation on their online touchpoints. Based on persona Jens, the following pages will exemplify how Plantorama can collect behavioral data.