Françoise Moreau
female · 59 ans · Widowed · 2 children
Jambes, Namur (Wallonia), Belgium
Administrative assistant (clerical worker) · full time employee
"If I cannot verify who is behind it and how to reach them, I do not buy."
About
Françoise is a widowed clerical employee in her late fifties living in Jambes (Namur), known among friends for being steady, organised, and careful with money. She plans purchases around loyalty promotions, keeps paper records for anything important, and mixes routine supermarket trips with cautious online shopping when it saves time or money. She wants the convenience of digital services but feels exposed to scams and opaque customer service, so she constantly balances practicality with risk control. She is convertible when a brand looks unmistakably Belgian and reachable, shows clear returns, and offers familiar payment options that help her feel in charge.
Power
Why is this persona strategic?
Françoise represents a high volume, stability seeking Belgian consumer segment that still spends consistently on groceries, home upkeep, and family needs, but requires trust signals to convert online. She is strategically valuable because small friction points like unclear customer service, vague returns, or unfamiliar payment flows quickly stop conversion, while the right reassurance can create durable loyalty and repeat purchases. She also functions as a household reference point for purchases, influencing her adult children and neighbours through word of mouth once a retailer proves reliable.
What defines her socio-economic situation?
2,000-2,500
EUR gross per month, so she plans purchases and prioritises predictable bills over upgrades
NBB.Stat, 2023, Namur contextStable salaried job with limited upward wage growth, prefers predictable monthly costs and avoids high risk financial commitments.
Moderate single income household; comfortable for basics but requires budgeting discipline, especially with housing and energy costs.
Practical administrative training; confident with forms and procedures but less interested in experimenting with new digital tools.
Owns a small terraced home in a suburban area; spends carefully on maintenance and prefers reliable local trades and stores.
Housing is the largest budget line; energy volatility makes her cautious and savings minded.
Promotion led grocery planning; frequent visits to price focused chains.
Local driving and occasional public transport; spend varies with car maintenance and fuel.
Cautious reserve for home repairs and family support.
Low cost leisure, TV and small outings; prefers predictable subscriptions.
Mostly reimbursed care but keeps buffer for prescriptions and optics or dental.
TV and possibly one streaming service; avoids stacking many subscriptions.
- Housing stability
- Groceries value and promotions
- Home maintenance essentials
- Unclear digital subscriptions
- High fee financial products
- Impulse fashion and gadgets
She is comfortable with mainstream Belgian payment rails and recognisable intermediaries, and she expects printable confirmations and clear receipts.
What drives her decisions?
53.9%
have at least basic digital skills among upper secondary educated Belgians, which makes her functional but not adventurous online
Statbel, 2023, upper secondary- Trust is built through clear Belgian contact details and transparent policies
- Prefers familiar chains and well known Belgian media brands
- Once a service proves reliable, she stays loyal and recommends it to peers
What cultural context shapes her expectations?
91%
of AOD listening volume in the South comes from RMB brands, reinforcing her bias for public broadcaster and established radio ecosystems
RMB, 2025, South AODFrançoise embodies a Walloon middle income pragmatism: she adopts digital tools when they are clearly useful, but she verifies, prints, and double checks to reduce risk. She trusts Belgian institutions and well known media more than unknown apps or foreign sellers, and she prefers human support to self serve interfaces when money is involved.
In francophone Belgium, legitimacy often comes from institutions and recognisable national brands. People tend to prefer services that are reachable, regulated, and easy to verify, especially for payments, healthcare, and administration.
Jambes combines suburban convenience with a strong local network. Daily life runs on supermarkets, DIY stores, and RTBF or commercial radio, with neighbours and family acting as a key trust layer for recommendations.
Many people avoid flashy displays and prefer discreet, sensible spending. Discounts and loyalty benefits are socially acceptable, while being careless online is seen as naive and embarrassing.
Click and collect for groceries with clear pickup rules · Proof of legitimacy: Belgian phone numbers and visible after sales service · Simple loyalty benefits with automatic discounts at checkout · Crime dramas and familiar RTBF programming
App only customer service with no phone option · Hidden subscription models and complex cancellation flows · Overly playful fintech branding for serious payments · Aggressive pop up heavy websites
Audio on demand from established broadcasters · Parcel lockers and pickup points as a safer delivery option · Hybrid service models mixing online ordering with in store support · More careful cookie and privacy choices
What are her key lifestyle behaviors?
30.6%
of Belgian household budgets go to housing related costs, which drives her focus on stability and tight monthly planning
Brussels Times, 2025, HBS 2024She relaxes with familiar Belgian media and story driven TV that feels safe and predictable.
Evenings after chores
RTBF crime dramas · Local events in Namur
TV first · Occasional cinema
Hands on hobbies keep her grounded and give her control and pride at home.
Baking · Gardening · Organising household paperwork
Local Facebook groups
Social Life
Her social life is local and family centred, with small rituals that do not feel extravagant.
Home baking
Simple brasseries
Not relevant
Not relevant
Signature
She prints online order confirmations and files them, then tells friends which Belgian sites proved trustworthy.
What media does she trust?
87%
of Belgians have already made a purchase online, which explains why she adopted ecommerce but still wants safeguards
Febelfin, 2024, BelgiumWhere does she shop?
47.9%
of Belgian shoppers say Colruyt has the best promotions, matching her promotion first routine
WES Consumeter, 2019, BelgiumShe shops with a list, compares promos, and prefers stores that feel predictable and transparent at checkout.
Home spending is cautious but consistent; she buys when something breaks, and she keeps all paperwork for warranties.
Her hobby purchases cluster around baking and gardening, and she prefers stores with staff advice and clear product information.
How do we reach her effectively?
73%
prefer Bancontact for online purchases, so checkout localisation is a decisive conversion lever for her
RetailDetail, 2024, Belgiumeffectiveness
Fits her morning routine and trust in established stations.
She is daily active and uses Facebook for community validation.
Reaches her during errands and commuting, with high perceived legitimacy.
effectiveness
Used when she needs to verify or compare, but she is cautious of unknown sites.
Works if opt in and straightforward; she dislikes spam and complex preference centres.
Plain language, Belgian proof points, and visible support. Show a local phone number, clear returns, and a checkout with familiar payment methods. Use reassuring structure: who we are, where we are, how to contact us, how to return, and what happens if something goes wrong.
Abstract promises, aggressive urgency tactics, and app only flows. Any pop ups, confusing cookie prompts, or hidden subscription patterns trigger immediate exit. Overly trendy fintech language makes her assume risk.
How does she move through the buying journey?
76.4%
of respondents ordered online in the last 12 months, so she expects ecommerce to work but remains cautious about trust
Eurostat metadata, 2024, BEAwareness
"Is this a real Belgian business I can reach?"
- Heard on trusted radio
- Seen shared by a friend
- Bel RTL
- RTBF
- ✕ Looks foreign or anonymous
- ✕ Too many pop ups
Consideration
"Can I verify payment, delivery, and returns?"
- Clear FAQ
- Visible Belgian address and phone
- Google Search
- RTBF site
- Le Soir
- ✕ Unclear returns
- ✕ No Bancontact or PayPal
Decision
"I want to pay safely and keep proof."
- Bancontact and PayPal available
- Printable confirmation
- Checkout page
- Customer service phone
- ✕ Forced account creation
- ✕ Unfamiliar wallet prompts
Loyalty
"Did they handle my issue correctly?"
- Fast resolution with a person
- No surprises on billing
- Facebook page
- ✕ Slow support
- ✕ Complicated refunds
Advocacy
"This one is safe, I can recommend it."
- Consistent service over 2 to 3 orders
- Friend asks for a recommendation
- Facebook groups
- ✕ Any negative service story
How do we convert her?
54.5%
Facebook ad reach in Belgium makes her reachable, but she needs stronger trust signals than younger cohorts
DataReportal, 2025, BelgiumWin her with trust engineering rather than novelty: a French language checkout with Bancontact and PayPal, a visible Belgian phone number, and a returns page that is short, printable, and specific. Use Facebook and radio to build familiarity, then retarget with proof points such as customer service hours and clear delivery and return steps. If she feels protected and respected, she will repurchase and recommend within her local network.
strategy
Reassuring, factual, and local. Emphasise verification, transparency, and human support.
- "Belgian customer service, reachable by phone, with clear opening hours"
- "Pay with Bancontact or PayPal, and print your confirmation in one click"
- "Return policy in plain French, with a prepaid label option"
- No Belgian contact details or only a web form
- Confusing pop ups and cookie walls that feel manipulative
- Payment flow that pushes unfamiliar wallets or requires app installs
Sources
- 1. Fiscal statistics on income - More figures (Statbel)
- 2. Regional household income accounts (NBB.Stat)
- 3. Digital 2026: Belgium (DataReportal)
- 4. Digital 2025: Belgium (DataReportal)
- 5. Digital Payments Barometer 2024 (Febelfin)
- 6. These are online shoppers' favourite payment methods (RetailDetail)
- 7. How are Belgians spending their money? (The Brussels Times, citing Statbel HBS 2024)
- 8. New results of the Household Budget Survey in Belgium (Statbel)
- 9. CIM Audio Time 2024 (CIM)
- 10. Podcasts Belgium: CIM AOD trends 2025 (RMB)
- 11. Most Belgian shoppers believe Colruyt offers the best promotions: study (ESM Magazine)
- 12. Colruyt Group Insights: biggest retail database of Belgium (Colruyt Group)
- 13. AVEVE Namur store page (Aveve)
- 14. Brico Plan it Namur Jambes store listing (Tiendeo)
- 15. ICT usage in households and by individuals, Belgium 2024 metadata (Eurostat)
- 16. Digital skills indicator page (Indicators.be, Statbel source)
- 17. RTBF 2024 editorial audiences report (RTBF annual report)
- 18. Reuters Institute Digital News Report Belgium 2025
What social content does she engage with?
6.20M
is Facebook ad reach in Belgium, so she stays reachable there even as she avoids most newer platforms
DataReportal, 2026, Belgiumconsumption
Keeps up with family updates and local community groups, reads comments for peer validation before acting.
Daily, mainly evenings and quick checks
Family photos · Local community posts · Retail promotions
consumption
Searches for how to videos and recipes, prefers calm presenters and clear steps.
A few times per week
Baking tutorials · Gardening tips · Consumer advice
Instagram (Occasional, mostly links sent by her children)