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Case Study
Cloud-First Acquisition Platform Strategy
Financial Services
Customer Research, Journey Mapping, and Segmentation
The Point-of-Sale arm of a major payments processor was not performing to satisfaction in the small business sector. With the economy primed to soon rebound from pandemic levels, the company’s marketing leadership wanted to refresh its POS strategy and update the product roadmap, ultimately to improve the ability to acquire and retain merchants.
Leveraging interviews, surveys, and segmentation methodologies, we conducted buyer behavior analysis and created engaging new personas for SMB (Small & Medium-sized Business) merchants, thus exposing the “wheres, whys, and hows” that customers make when choosing and purchasing a POS.
The Point-of-Sale arm of a major payments processor was not performing to satisfaction in the small business sector. With the economy primed to soon rebound from pandemic levels, the company’s marketing leadership wanted to refresh its POS strategy and update the product roadmap, ultimately to improve the ability to acquire and retain merchants.
Leveraging interviews, surveys, and segmentation methodologies, we conducted buyer behavior analysis and created engaging new personas for SMB (Small & Medium-sized Business) merchants, thus exposing the “wheres, whys, and hows” that customers make when choosing and purchasing a POS.
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