Everything Changes – Especially a Moving Target
Every new product is created with an ICP. That Ideal Customer Profile is where you start and it’s great. Believe it or not, it’s also not true – at least not completely true.
Merchants base marketing, shopping, checkout, and even payment processing standards against this Ideal Customer Profile. The issue is that eventually the actual shoppers start to change the model whether the merchant agrees or not. What most merchants have today are the ACPs – the Actual Customer Profile. And there’s probably more than one.
Once a merchant sees past their own original intent and gets a glimpse of the actual buyers, it may become apparent that the marketing, shopping, checkout, or even payment processing experience needs to change. Even more interesting could be diversification in any of these areas to accommodate those different ACPs.
Once you see them all, can you unsee them? Can you afford to?