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CONSUMER PERSONAS
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THE VISION
Map the full spectrum of Travelex customers, both online and in-store. Learn their behaviour, gain insight into trends and preference in order to maximise the lifetime transactional value of each customer.
THE CHALLENGE
Travelex is an established brand, having traded in FX and additional finance products for over 30 years, however over these three decades, the business had never collected any customer insights, trends or data in order to establish just who their customers are and what their needs, demands and desires are.
My team set out to rectify this. We engaged our global network of retail specialists, performed in-store questionnaires with customers, ran a series of focus groups and engaged senior stakeholders across the business to gain informal insight into customer behaviour. The following is the result of several intense weeks of investigation, research and customer engagement.
THE DETAIL
