ESSENCE OF A GENTLEMAN
What defines a gentleman, and does he still exist today? In the modern society anno 2021 the behaviour of the traditional gentleman has been blurred due to the expectations that come from society. The picture of how a real gentleman looks like and how he should behave is described in many books, movies and articles. It is often seen as an ideal picture of how a man should behave, and it can be almost impossible to accomplish.
Role - User Research, Branding, CRO
Year - 2021
Web solution - https://essenceofgentleman.com/
THE CHALLENGE
How can we create a product that perfectly embodies the feeling of being a gentleman? How can we encourage potential customers to try to develop new tastes by experiencing high value exquisite items?
With a target group consisting of men over 40 years old, who are financially stable and are looking for new experiences, how can we create, market and sell a product that will not only attract them but encourage and motivate them to become loyal customers?
THE SOLUTION
First part of the solution was to conduct very in depth user research through interviews as well as looking into the psychology of a gentlemen in order to come up with the best possible products for the future customers
Secondly, after creating a budgeting plan, creating visuals and a brand identity the webshop was created using a CMS, which was then improved based on user feedback. Last but not least, marketing campaigns were planned both on google and social media as well as newsletter implementations using mail-chimp, to re-target users who have already visited the site.