Customer Persona for Scheels

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We’re going to look at the typical customers we would expect to see shopping at Scheels. First, you’ll see a customer profile describing different features and characteristics of a common shopper at a sporting goods store. Then, you’ll see an AI rendition of this shopper with an imaginary customer persona to fit an ordinary shopper.

Customer Profile

  • Demographic Information
    • Age: Between 20-65
    • Gender: Typically male, but both male and females shop here.
    • Location: Usually, urban and suburban but people from rural areas will shop for sporting goods that fit their hobbies.
    • Education: No specific education level needed when it comes to buying sporting goods and clothes.
  • Psychographic Information
    • Interests & Hobbies: People interested in the outdoors and sporting goods such as sports, hunting, fishing, and camping, as well as name brand clothing.
  • Behavioral Information
    • Online Behavior: Scheels shoppers are your typical shoppers and 90% of shoppers use user generated content from online, advertisements, emails, as well as social media.
  • Objections and Concerns
    • Potential Barriers: The price of the sporting goods items may cause people to hesitate in purchasing products.
  • Quotes and Real-Life Examples
    • Customer Quotes: “It made me think SCHEELS is for the everyday athlete. I don’t need to be competing in a sport to shop there”

Based on all this information, we can form an image of an ordinary Scheels shopper.

Customer Persona

  • Name: Brandon
  • Age: 25
  • Occupation: He works as an electrician where he fills his free time in the evenings and on weekends with outdoors hobbies.
  • Goals: Staying up to date on the latest sporting goods equipment related to basketball, hiking, and camping.
  • Challenges: Creating the proper budget to be able to afford the newest products for all of his many hobbies.
  • Personality: He is more of a reserved individual who enjoys the outdoors and sports in every second of his free time. He has a very adventurous spirit always wanting to push the limits which creates a need for the newest and best equipment in the market.
Sources
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