Gartner Research

Buyer Persona Starter Kit: Head of Multichannel in Retail

Published: 08 July 2016

ID: G00310078

Analyst(s): Derry Finkeldey , Miriam Burt


The head of multichannel sits at the tipping point in the shift to digital business in retail. This kit provides a basis for developing a marketing persona based on a contextualized understanding of this important role in the retail market.

Table Of Contents


  • Head of Multichannel
    • Background Description
    • Demographics
    • Business Context
    • Objectives and Initiatives
    • Challenges
    • Needs in the Customer Buying Journey
    • Influencers

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