A high growth venture with ambitious growth targets, depop needed to take a step back to understand who its target audience was and why. They wanted to increase platform penetration of 16-24 year-old mobile fashion buyers across the UK and US. But how do you scale a business and market your product in a meaningful way if you don’t truly understood who your customers are?
To scale the business globally, the tech start-up needed an in-depth understanding of what would motivate users to engage with the marketplace now and in the future. This would help them focus marketing efforts and address users in a meaningful way.
We set out to provide actionable insights into the different types of users. The key was to establish what would motivate them to download, engage, use and share the app. We would bring these segments to life with perspectives from The Sense Network; while identifying segment size, gauging the total addressable market and diagnosing spending power (as well as existing brand awareness).
An exploratory quantitative research survey with 900 respondents from the Sense Network brought to light category and spending behaviours, and attitudes, from which we identified distinct statistical robustness buyer personas.
We then carried out deep dives with members of The Sense Network including thrifty fashionistas, masterful connoisseurs, label lovers, penny-pinchers and highstreet trendies. They invited us into their lives and allowed us to step into their worlds – their bedrooms, wardrobes and shopping journeys. These diverse users enables us to bring to life archetypes for each personas by developing the human story behind the personas.
Consumer segmentation in the form of six personas, that brought to life potential depop users; offering insight into their attitudes, behaviours, aspirations and decision making drivers. The buyer segmentation was used to identify untapped opportunities for growth and informed the business’s marcomms strategy.
depop saw sales grow 85% in year-on-year, resulting in an estimated 100% increase in revenue through the site from $230 million to $460 million. There are now over 21 million users on depop, with 80% of its users coming from the target under 25s market.
Today 80% of Depop users are under 25-years-old, its users sold $230 million of clothing last year, and are on track to double that to $460 million.
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