S4. Persona Matching + Clustering (Uni-President)
Published 2026-05-14Updated 2026-06-301 min read
5 Lifestyle Personas
| Persona | Signal |
|---|---|
| Daily CVS Shopper | Daily 7ELE + beverages · bento |
| Weekend Family Hyper Shopper | Weekend Carrefour + groceries · household goods |
| Café Morning | Weekday-morning Starbucks |
| Multi-BU Omnishopper | Active across 7ELE + Carrefour + Starbucks |
| Seasonal Trendsetter | Buys new SKUs immediately + active on social |
Data Mix
- RFM
- BU affinity (CVS / Hyper / Cafe share)
- BUTransfer frequency
- Social personas (Dcard · Xiaohongshu (小紅書) keywords)
Output UI
- 5 persona cards
- KMeans 6 clusters (LLM-labeled)
- PCA scatter plot
Demo Scenarios
- Single-record match → "Multi-BU Omnishopper 0.65"
- Bulk 5K → 6 clusters ("Morning Starbucks + Lunch 7ELE office worker", etc.)
- Cluster → cross-BU campaign (S5)