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Work Example

Customer and Target Audience Analysis

Fictional case for an online store in organic skincare (FjordGlød Organics). Figures, findings, and revenue estimates are example data (fictional) - created to demonstrate method, structure, and decision-making basis.

Unique customers
6,200
Orders
9,600
Avg. AOV
645 kr
Repeat purchase rate
38%

1) Data Foundation and Methodology

The example analysis is based on: transaction data (order lines, discount usage, cart), traffic data (GA4), campaign data (Meta/Google), and customer dialogue (newsletter and short surveys). We use RFM segmentation and cohorts to prioritize segments by profitability, and we link segments to channel and messaging choices.

2) Segments We Identify

Segment Customers Revenue AOV Behavior and channels
VIP / core (RFM-high) 12% 35% 820 kr Shops routines, responds to refill/subscription. Channels: email, direct, search (brand).
Sensitive skin / ingredient safety 18% 22% 690 kr High information need. Channels: Google search, guides/FAQ, email.
Trend and glow (20s) 27% 21% 520 kr Discovers via social. Channels: TikTok/Instagram, UGC, retargeting.
Gift buyers 10% 9% 760 kr Strong seasonality. Channels: shopping ads, gift guides, on-site.
New and trial buyers 33% 13% 460 kr Price- and friction-sensitive. Channels: paid social, campaigns, affiliates.

3) Personas (short version)

Siri (36)

Environmentally conscious mother. Wants safety (certification, ingredient explanations) and simple routines that last. Motivated by refill/subscription and good replenishment solutions.

Maya (27)

Trend- and ingredient-driven. Discovers via social media. Wants quick routines, short explanations, and visible results (before/after, UGC).

4) Key Findings (example)

  • First-time purchases are dominated by 1-2 items. When the first purchase includes serum + moisturizer, the probability of repurchase increases (scenario).
  • The VIP segment drives a large share of revenue: small improvements in retention (refill/subscription) have a significant impact.
  • The sensitive segment converts best when category and product pages have clear trust signals and simple ingredient explanations.
  • The trend segment needs social proof: UGC, short routine videos, and 'why this ingredient' reduces friction.

5) Channel Strategy by Segment

Segment Message Actions
VIP / core Make refills easy + reward loyalty Refill reminders by category, bundle offers, 'subscribe & save', VIP benefits in CRM.
Sensitive skin Safety and documentation SEO/guides (problem-solution), landing pages per skin condition, clear badges and FAQ, email nurture.
Trend and glow Visible results - simple routine UGC ads, creator test plan, 3-step routine packages, retargeting on video views/ATC.
Gift buyers Easy to gift - low risk Gift guide, shipping deadline banner, gift card flow, 'bestsellers as gifts' and email reminders.

6) 90-Day Action Plan (example)

Phase Weeks Deliverables
Phase 1 0-30 RFM model + dashboard, define KPIs, track key events (view_item, add_to_cart, begin_checkout, purchase), map friction in checkout.
Phase 2 31-60 Persona landing pages, improve product info (safety/usage), build welcome flow + refill flow, A/B test routine packages and messaging.
Phase 3 61-90 Loyalty/subscription push, creator test plan, win-back sequences, adjust budget and creative per segment based on data.

7) KPIs We Track (example)

  • Conversion rate (new vs returning)
  • AOV and cart mix (routines vs single products)
  • CAC and ROAS per segment/campaign type
  • Revenue share from CRM (email/SMS) and automated flows
  • Repurchase rate 30/60/90 days and estimated CLV

Competitive Landscape (selection of real players)

Examples of relevant players we typically benchmark: OrganicBeauty.no, GreenSpirit.no, MissOrganic.no, BeeOrganic.no, Karma.no, MarinaMiracle.no, and Ecco-Verde.com. Benchmark focus: product range structure, trust signals (certification/ingredients), content/guides, and purchase flow.

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ytly.no • Work Example – Customer and Target Audience Analysis