Most information systems contain one or more product attribute fields. These are beyond those reserved for static SKU level bits of information, and often left to be user defined. Let's say your system has such a field you either aren't using, or could use differently. A quick note about using existing fields differently. Many data sets were created based on the existing product hierarchy or the current purchase order, allocation or merchandise planning technology input requirements. Maybe these have changed over time. As an example, you may have originally had fields for Category, Class, Sub Class and Dominant. Do you still really use all of them? Let's say you don't. One of them can now be used for Avatars! Really...and it's simple. No matter what IT says. Just decide that from now on, Dominant means Avatar. So honestly....you can do this even if you have a static legacy system with non-adjustable fields.
OK, back to Avatars. Let me create an Avatar example to bring this into perspective. Suppose that we are addressing Women's Apparel. How many distinct customer stereotypes (another word for an Avatar) do you think you need to adequately describe 80% of the women who buy your merchandise? Let's say it's 3: just for simplicity sake but also because doing this too finely results in illusionary differences and creates product overlap and unfocused assortments.
Avatar 1: We'll call her "Kitty"...based on a character from an ABC series, Brothers and Sisters. I do this because if we can find a fictional character who seems to represent the Avatar already, we're way ahead of the game. Even if you don't watch the show, you CAN, and then you can clearly see how that stereotype is being portrayed (TV is great for finding stereotypes....the medium doesn't really support individualized character development very well). Kitty is in her mid 30's, a professional, has a full college education. Fiscally conservative but privately socially liberal, she's very often "in her head" while prone to emotional reactivity. She reads news magazines and the NY Times best seller list, but often has a romantic novel on the bedside stand. Would rather go out to dinner than go to a movie, but not because she's a foodie....rather because she enjoys conversation-as-entertainment. Her wardrobe is extensive: she needs to reflect her many distinct personalities. She wants to be "fun" so will dress with more casual flair than you'd think, just to show you she can.
OK....it's just an example. The point is, she comes to life. Now do this for two or three more Avatars. Now validate these. Don't do it in a vacuum. The very best source of information comes from the floors of your stores. Spend a few days just watching who is going into your stores. Try the Avatars out. A woman walks in. Which one is she? Does she look at, buy, try on or show interest in the products you think she should given who you think she is? Talk to your best salespeople. Describe the Avatars to them. See if they recognize whom you are talking about. Be willing to make adjustments. Ask your vendors: they spend a LOT of time thinking about your customer. Put less value on their input than on your sales people. Ask Marketing! They may even HAVE Avatars already!
The point is, build the description, get input, and then validate. That's the first step.
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