TECH SUPPLIER Aug 2022 - Market Presentation - Doc # EUR149543122

Retail Personas Playbook, 2022


Roberta Bigliani
, Cristiano Quattrini
On-line Presentation


This IDC Market Presentation provides the Retail Persona Playbook, which is designed to provide technology vendors a better understanding of their buyer personas. It aims to answer the following questions:

  • Who are the key personas I need to address with my:
  • Offering (products and services)
  • Marketing messages
  • Sales campaign
  • Sales activity
  • What are their strategic priorities and their day-to-day activities?
  • What are their major pains and challenges?
  • What are their KPIs?

This first edition of the document focuses on the Chief level to provide a comprehensive view of the retail companies.

"With increasing competition and market complexity, technology providers must carefully articulate their value propositions for the different personas they are selling to. They need to understand and leverage the KPIs that each persona is measured on," said Roberta Bigliani, Group Vice President, IDC Insights.


  • 31 slides

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