How we aligned the vision around the ideal customer (buyer personas) and broke silos between departments, turning scattered data into a unified profile.
Lojas Eskala
Fashion Retail & Apparel
Strategy & Culture
COCREATE Advisory
Strategic Buyer Personas and Interdepartmental Silo-Breaking
Strategic co-creation consulting by IN.SIGHT for Lojas Eskala retail fashion chain, dismantling departmental silos between executive leadership, marketing, and store operations by transforming fragmented customer data into unified, validated, and actionable buyer personas.
How IN.SIGHT transformed Lojas Eskala's challenge.
How collective intelligence and the IN.SIGHT methodology unlocked decision-making and sustainable execution:
The Challenge at Lojas Eskala
Eskala's executive board and marketing teams needed to align on a single vision of their ideal customer.
The challenge was breaking interdepartmental silos and transforming fragmented data into an actionable, unified profile.
The Solution & IN.SIGHT Facilitation
We engaged executive leadership, marketing, and store managers to map perspectives across the business.
Through in-depth research, we activated collective intelligence to decode real shopper habits and pain points, eliminating guesswork.
Results & Sustainability
We delivered strategic buyer personas that all departments now use under a single unified direction.
The solution is sustainable because co-creating with diverse areas ensured collective ownership of the customer, driving lasting alignment.
What Was Agreed and Delivered
Unified strategic buyer personas validated through comprehensive field research
Shared customer-centric vision aligning executive leadership, marketing, and retail sales
Immersion and Cocreation in Action
Exclusive IN.SIGHT visual tools and facilitation
Strategic immersion with executive leadership, marketing, and sales teams at Eskala
Cross-referencing research data and store insights to decode customer behaviors
Collective construction of unified persona profiles using visual strategic frameworks
Strategic debate on shopper journey and critical customer experience touchpoints
IN.SIGHT facilitation guiding the synthesis of lifestyle attributes and shopping habits
Actionable insight canvas for immediate use in marketing, assortment, and store service
Plenary alignment establishing a shared, company-wide customer vision
Strategic FAQs regarding the Lojas Eskala Case
How did IN.SIGHT help Lojas Eskala unify its customer vision?
IN.SIGHT combined deep-dive qualitative research with collective intelligence workshops involving executive directors, marketing specialists, and store managers. We replaced subjective guesswork with validated behavioral data, collaboratively building actionable personas that guide product assortment, merchandising, and campaigns.
Why did the methodology break internal silos so effectively?
Instead of delivering an external static report, persona construction was experienced collaboratively by leaders across departments. This built collective customer ownership, dismantling friction between merchandising, marketing, and store operations.
