Designing wholesale funnels for five buyer segments
commerceaartspacestrategy
AART.SPACE sells to five distinct buyer types: independent galleries, bookshops, museum shops, gift retailers, and international distributors. Each has different motivations, objections, and buying patterns.
Rather than building five separate funnels, we built one composable funnel with campaign-specific sections assembled from a database. Each campaign moment — an exhibition, a press feature, a restock — gets a tailored landing page within hours.
The key insight: these segments share 80% of the same buying journey. The 20% that differs is messaging and social proof, not structure. Database-driven composition lets us target the messaging without multiplying the maintenance.