Thierry Nguyen
male · 45 ans · Divorced · 2 children
Belle de Mai, Marseille (Bouches-du-Rhône), France
Facilities maintenance technician in public hospital · full-time permanent contract
"If the deal is real, show me the proof and the numbers."
About
Thierry is a 45 year old facilities maintenance technician in Marseille, based in Belle de Mai, defined by his discipline and pride in bargain hunting. He runs his life on routines: mobile first price checks, Dealabs threads for validation, and purchase windows timed around soldes and Black Friday. The tension is constant between stability for his kids and the urge to upgrade tools and tech without breaking the budget or feeling foolish. He converts when an offer is explained step by step, stacked with cashback and free delivery, and backed by credible reviews rather than glossy storytelling.
Power
Why is this persona strategic?
Thierry is strategic because he behaves like a distribution node: when he believes a deal is genuinely optimized, he shares it in forums and Facebook groups, creating low cost word of mouth. He is also reachable across retail media and promo ecosystems, where clear mechanics like coupon codes, Click and Collect, and cashback can trigger fast action despite low income constraints. Winning him requires transparency and proof, but once convinced he can drive repeat purchases around predictable promotional moments.
What defines his socio-economic situation?
37%
expected average discount for an offer to feel attractive, so he ignores small markdowns and waits to stack promos
BCG 2024, France 18-75Blue collar skilled role with hands on technical responsibility, stable but not high earning, often shift based in healthcare facilities.
Low household income for an urban renter with two children in shared custody, leaving limited room for unplanned spending.
CAP or BEP level vocational qualification, typical route via lycée professionnel into industrial maintenance or electricity.
Social housing rental in a dense city area, prioritizing predictable monthly costs over space or prestige.
Rent in social housing plus charges, kept stable by avoiding moves.
Carrefour focused weeks with teenagers on custody weeks.
Tools, small home upgrades, electronics accessories, strongly promo driven.
Local mobility costs, occasional fuel and parking when doing big box retail runs.
Weekend barbecues, occasional OM match related spending.
Small buffer, often redirected to planned purchases during promo periods.
Low cost ferry trips and short regional outings with the kids.
Out of pocket items not covered, pharmacy runs.
Mobile plan and one or two digital services.
- Kids needs during custody weeks
- Durable tools and repairs
- Big ticket purchases when discounts are provable
- Full price electronics
- Unclear warranties and delivery fees
- Premium branding without measurable benefit
He accepts buy now pay later during big promo periods but avoids anything that feels like hidden fees or unclear terms.
What drives his decisions?
75%
of secondhand gift buyers get them online, which matches his habit of validating bargains through platforms before buying
IFOP 2024, France adults- Trust builds when the deal math is explicit and reproducible
- He prefers retailers with clear warranties and Click and Collect options
- He respects brands that publish repairability and parts availability
What cultural context shapes his expectations?
70%
of smartphone replacements are driven by necessity, which aligns with his pragmatic approach to upgrades
Baromètre du numérique 2024Thierry embodies a Marseille working dad pragmatism: he supports public services, keeps routines, and treats consumption as logistics. He is digitally fluent on mobile but socially anchored in peer communities where credibility is earned by clear explanations, not by image.
In France, bargain hunting is widely normalized, especially under inflation pressure, but people still expect rules and consumer protections. Thierry channels this into a skill identity: he does not want pity or luxury, he wants the smartest option with proof.
Belle de Mai is dense and functional for everyday errands. Trips to big retail zones are planned, often to La Valentine for electronics and sports gear, turning shopping into a scheduled mission rather than a leisure stroll.
Thierry avoids flashy consumption and dislikes being sold dreams. Social validation comes from sharing useful tips, showing the receipt, and explaining how the discount stack works so others can replicate it.
Cashback stacking with a clear breakdown · Secondhand for electronics and kids items · Click and Collect for time control · Repair and maintenance subscriptions for appliances
Flashy branding without specs · Influencer hype with no proof · Hidden delivery fees and vague return rules · Overly complex loyalty schemes
AI assisted price comparison and deal finding · Growth of recommerce as a normal default · More buy now pay later during promo peaks · Repairability and spare parts as decision criteria
What are his key lifestyle behaviors?
32%
comment or share other people’s posts daily, so he is more of a forum contributor than a content creator
Baromètre du numérique 2024OM fandom anchors his week, with match nights as social rituals and radio debates as the soundtrack.
Weekly, heavier on match weeks
Football · Casual walking with the kids
Belonging and local pride · Stress release · Shared ritual with friends
Short trips are value tested family time, chosen for predictability and low stress logistics.
A few day trips per month in warmer seasons
Ferry day trips · Nearby coastal towns
Budget planned · Kid friendly
Tickets booked when promos are clear
DIY is both hobby and self protection against costs, fueled by tutorials and tool comparisons.
DIY repairs · Tool maintenance · Deal forum posting
Dealabs
Social Life
Social time is home centered and predictable, built around custody weeks and simple hosting.
Barbecue at home
Casual pizzeria
Not relevant
Not relevant
Signature
He screenshots price histories, writes step by step deal breakdowns, and only presses buy when the logic is airtight.
What media does he trust?
14.5%
share of audience among 25 to 49 for L'After Foot, making it a high yield placement for football focused reach
RMC ads 2025, 25-49Where does he shop?
79.3%
of people aged 45 to 59 bought online in the last 12 months, so he is reachable through e commerce but still wants proof and service
Insee TIC 2024, 45-59He plans baskets around promotions and avoids waste, preferring formats that keep spending predictable.
He treats home upgrades like projects: research, list, price track, then buy during peak promo windows.
He will not pay full price if the same spec can be obtained via promo stacking or verified secondhand.
Sports spending is emotional but still controlled, he seeks discounts even on team related items.
He mixes big chains for reliability with secondhand channels for budget leverage.
How do we reach him effectively?
63%
prefer clear visible promotions like a single percentage off, so complex mechanics reduce trust
BCG 2025, France 18-75effectiveness
Matches his habit of peer recommendation and local relevance.
Reaches him during peak attention on match and debate nights.
Captures intent when he is already comparing and ready to validate.
High relevance because he shops those ecosystems for warranty and promo reliability.
effectiveness
Works if short and concrete, but he may ignore generic blasts.
Can create awareness but needs a simple call to action and price proof.
Plain language, show the math, show the comparison, and publish the full terms. Use step by step deal explanations with screenshots, ratings, and a transparent stack of discount plus cashback plus delivery.
Lifestyle aspiration, vague claims like best price, flashy creatives without proof, or hiding shipping and return conditions behind small print.
How does he move through the buying journey?
52%
of French people bought or sold on secondhand sites in the last 12 months, so he will cross shop new vs used every time
Baromètre du numérique 2024Awareness
"Is this actually a good deal or just marketing noise"
- Seen in deal threads
- Heard a segment around a match
- RMC
- Google Search
- ✕ No clear discount depth
- ✕ No proof or reviews
Consideration
"Can I stack this with cashback and will delivery be reliable"
- Price tracker alert
- Peer confirms the deal
- Deal forums
- YouTube
- Retailer sites
- ✕ Unclear eligibility for cashback
- ✕ Bad return terms
Decision
"Final check: total cost and risk"
- Free delivery
- Click and Collect available
- Cdiscount
- Fnac
- Darty
- Leboncoin
- ✕ Shipping fees at checkout
- ✕ Out of stock
Loyalty
"This retailer is safe for my next big buy"
- Smooth returns experience
- Warranty honored without hassle
- Retailer account
- Facebook groups
- ✕ Customer service failures
- ✕ Warranty friction
Advocacy
"I can help others reproduce this win"
- Clear repeatable mechanics
- Others confirm success
- Dealabs
- Facebook groups
- ✕ Deal is not repeatable
- ✕ Terms too complex
How do we convert him?
79.3%
buy online within 12 months among 45 to 59, so removing friction in checkout and delivery fees is essential
Insee TIC 2024, 45-59Position offers as verifiable optimizations: publish a clean breakdown of discount, cashback, delivery, and warranty. Use proof assets like review excerpts, price history, and clear conditions. Target predictable peaks such as soldes and Black Friday, and build repeat behavior through reminders and stackable benefits rather than brand love.
strategy
Direct, technical, respectful. Treat him like a competent optimizer. Avoid any tone implying he is cheap.
- "Here is the full stack: price, discount, cashback, and final total, with conditions"
- "Free delivery and clear returns, no surprises at checkout"
- "Verified customer reviews and a short how to choose guide"
- "Refurbished option with warranty and battery health details"
- Hidden delivery fees or unclear returns
- No proof of discount depth
- Overpromising performance without specs
- Pushy urgency without transparency
Sources
- 1. Niveau de vie moyen par décile (Insee, 2023, déciles)
- 2. Les revenus et le patrimoine des ménages Édition 2024 (Insee, 2024, composition par décile)
- 3. Niveau de diplôme de la population − France, portrait social (Insee, 2025, diplôme par âge et sexe)
- 4. L'Année Internet 2024 (Médiamétrie, 2024, temps internet et social)
- 5. Baromètre du numérique 2024 : les principaux résultats (Arcep, Arcom, ANCT, Credoc, 2024)
- 6. Achat sur Internet selon l'âge Données annuelles de 2009 à 2024 (Insee, 2024, 45-59)
- 7. Black Friday et promos de novembre : les Français prêts à dépenser 315 euros (BCG, 2024, France 18-75)
- 8. Black Friday : plus de 7 Français sur 10 comptent en profiter (BCG, 2025, France 18-75)
- 9. Etude Ifop x leboncoin 2024 (IFOP, 2024, seconde main par âge)
- 10. Carrefour Market Marseille Belle de Mai store page (Carrefour, local retail)
- 11. Darty store list Marseille (Darty, local retail)
- 12. Darty Marseille La Valentine store page (Darty, local retail)
- 13. Fnac La Valentine store page (Fnac, local retail)
- 14. EAR : audiences radio avril 2025 (RMC, 2025, 25-49)
- 15. Influenceurs du bâtiment à suivre (Obat, 2026, DIY creators list)
- 16. Classement de 12 chaines YouTube bricolage (Agence Waldo, 2023)
What social content does he engage with?
62%
read others’ content daily but only 29% share or comment daily, so he stands out by contributing more than most
Baromètre du numérique 2024consumption
Uses local groups and bargain communities, asks for real world feedback before buying and shares confirmed deals.
Daily, short bursts across the day
Local news · Marketplace listings · Group recommendations
consumption
Watches DIY and renovation tutorials before attempting repairs, then checks comments for pitfalls.
Several times a week, often evenings
DIY tutorials · Tool reviews · Home repair walkthroughs
X (Twitter) (Occasional)