Kiğılı Increased Digital Shelf Share 6x with Persona-Driven Actions

Kiğılı used Dot Insights AI Agent to analyze shopper reviews and questions across its belt, wallet, sock, boxer, and fragrance categories to better understand purchase motivations and product expectations.

Over the last year, Dot Insights analyzed 111K+ product reviews and questions across 790 products. The analysis uncovered a prominent shopper persona on Trendyol: “Groom’s Trousseau / Wedding Trousseau Shoppers.”

Kiğılı translated the expectations of this persona directly into product development, packaging, and content actions. As a result, its digital shelf share in H1 2026 increased 6x compared with H1 2025.

Challenge

Kiğılı wanted to understand not only what shoppers were buying across its categories, but also why they were buying and what they expected from the products.

Across belts, wallets, socks, boxers, and fragrances, the key opportunities were to:

• Identify different purchase motivations
• Uncover recurring product expectations
• Detect persona signals within shopper reviews and questions
• Translate these insights into product development and content strategies

The challenge was to move beyond analyzing thousands of individual comments and questions and identify shared behaviors, motivations, and personas that could reveal new growth opportunities.

Action (Solution Process)

Kiğılı used Dot Insights AI Agent to analyze shopper data from the previous 12 months.

The analysis covered:

• 790 products
• 111K+ product reviews and questions
• Recurring purchase motivations and product expectations
• Shopper behaviors that could be clustered into distinct personas

The analysis identified “Groom’s Trousseau / Wedding Trousseau Shoppers” as a prominent persona on Trendyol.

This persona showed particularly strong expectations around:

• Product sets and boxed products
• Aesthetic design
• Thoughtful packaging

Based on these insights, Kiğılı:

• Developed wallet, belt, cardholder, and boxer sets
• Expanded boxed product options
• Improved product packaging
• Added information frequently mentioned in shopper questions directly to product visuals

The strategy was to move beyond persona identification and turn shopper insights into tangible product, packaging, and content decisions.

Results

Following these persona-driven actions:

• Kiğılı’s digital shelf share increased 6x in H1 2026 compared with H1 2025
• Shopper expectations were incorporated into new product and set development
• Packaging and product presentation were improved around persona needs
• Insights from shopper questions were translated into product visuals
• Persona-level shopper insights became direct inputs for growth actions

Kiğılı used shopper data not only to optimize existing products, but also to uncover a distinct purchase persona. With Dot Insights, the brand translated that insight into product development, packaging, and content actions that ultimately drove a 6x increase in digital shelf share.

Source: Dot Insights, Product Review & Question Analysis, Trendyol & Hepsiburada, Kiğılı.