Direct-to-consumer ecommerce · United Kingdom and Ireland

Personal Purchase-Confidence Officer

standard research
01

Social Job

What does the customer want others to think about them?
Social job statementHypothesis

Acquire something that signals taste, competence or care to the specific people who will see it or receive it.

02

Responsibilities & Outcomes

Responsibilities
  • Support the identity the buyer is building
  • Be defensible if someone asks what it cost
  • Be worth mentioning
Desired outcomes
  • Compliments or recognition
  • Gift lands well with the recipient
  • Feels aligned with self-image
03

Pain Points & Success Criteria

Pain points
  • Buying something that reads as cheap
  • Owning a brand that signals the wrong thing
  • A gift that visibly missed
Success criteria
  • Comfortable naming where it came from
  • Recommended it unprompted
  • Reused the brand for the next occasion
04

How the Customer Grades the Employee

Social performance
  • Would I tell someone where I got it?
  • Did it land with the person I bought it for?
  • Does it fit how I see myself?
05

Why Employees Get Promoted

Social promotion factors
  • Received a compliment on the item
  • Gift recipient asked where it came from
  • Brand worth posting about