How Yamaha Uses Personalized Journeys to Motivate Customers to Buy

This year’s Internet Retailer Conference and Exhibition (IRCE 2019) in Chicago was a blast! We enjoyed awesome speakers, fun networking opportunities, and more during our visit to the Windy City.

Our session with client Yamaha, Selling a Lifestyle: How Storytelling Motivates Different Customer Types to Buy, covered proven techniques for segmenting different customer types—from first-time visitors to your highest-value clientele—and online personalization approaches to drive brand loyalty and sales. Download the Persona Worksheet and get the presentation slides to get started on building personalized customer journeys.

Get the Session Slides >>

Get the Session Slides

Did you miss our session or need a refresher? We’re recapping how Yamaha develops user personas and combines email and website personalization to deliver every prospect and customer a relevant and compelling brand experience.

Don’t just sell your products. Follow our 4-step guide to brand storytelling, selling a lifestyle, and gaining lifetime customers.

Persona Worksheet How To

Step 1: Compile Data to Develop Core Personas

First things first, look at your qualitative and quantitative data. Qualitative data analyzes assumptions of what you think you know about your audience, and quantitative data is the hard evidence that backs it up. Try to identify trends to understand what resonates with different types of customers or prospects and the best ways to group them into personas.

To target their marketing, Yamaha digs deep into the demographics and psychology of their audience segments to understand different customers’ priorities, primary interests, and lifestyle aspirations.

Compile Data to Develop Core Personas

Step 2: Create the Personas

Next, use the data to create personas identifying each customer type’s motivations, concerns, and preferences. Each completion of the Persona Worksheet is one persona, and you can lay multiple versions side by side to understand your key audience segments.

Yamaha builds detailed caricatures of each persona covering budget, lifestyle goals, prized features, key needs, and values and then develops unique storylines for a hyper-personalized customer journey.

Create the Personas

Step 3: Identify Data Triggers

The Persona Worksheet focuses on identifying actionable personas – looking into what actions each persona might take, so you can recognize an anonymous visitor on the site and categorize them.

Yamaha combines website actions and email behavior, such as page visits, clicks, browser behavior, email signup, purchase history, and survey data, to deliver the right message, at the right time. These insights inform what personalized content and imagery is most relevant to each persona.

Identify Data Triggers

Step 4: Lay Out the Customer Journey

It’s time to bring it all together! Now that you have pinpointed your personas and anticipated their expected actions, you can craft a targeted, persona-driven brand experience – pre- and post-purchase.

Yamaha delivers dynamic email and website content tailored to each persona to help them visualize enjoying their Yamaha boat or WaveRunner on the water, while slowly guiding their buying decision. Once the customer converts, Yamaha continues to send personal and helpful information about enjoying and maintaining their watercraft to keep the customer engaged and brand loyal long after they leave the dealership.

Personalized Customer Journey

Share Personalized Stories That Drive Sales

Need help using the Persona Worksheet or getting started with personalization? As an Episerver partner, we’ve developed 40+ data-driven, ultra-personalized websites and hundreds of marketing journeys over the last few years.

Contact us to find out how we can help you create compelling brand narratives and data-driven customer experiences that stand out, boost engagement, and increase sales.