Different customer groups - Results of the LeanInno Camp

To find out more about the different customer groups for Sokos we defined several groups and its customer needs. In the following picture you can see the results of the teamwork:

 

1. Children (0-12):
   Childrens' needs are playing, eating and toys. Therefore modern stores have to find solutions how to make parents feel comfortable to enter a store with their children and to avoid a lack of buying experience caused by paying attention to their children.
2. Teenagers (13-17):
   Between 13 and 17 is the group of teenager.In comparison to "Children" "Teenager" are more and more interested in cosmetics, fashion, mobile devices and social media. In front of their friends they try to boast about their newest things.
3. Young Adults/Students (18-25):
   
   Besides fashion, cosmetics and mobile devices "Young Adults/Students" become more interested in computer (e.g. for studies), cheap groceries and home decoration (e.g. for their own flat/room). The "Young Adults" try to find low-price products to safe money.
4. Adults (26-40):
   The group of "Adults" pays more attention to quality in nearly all products (e.g. fashion, grocery, electronics, home decoration, toys for their children). Reasons for this behaviour are an increasing purchasing power and the yearning to luxury products. Moreover, the group demands more service (e.g. advise in fashion, parking places, services for their children, a quiet shopping experience for relxation of stressful working days).
5. Middle Age (41-65):
   One significant characteristic of the group of "Middle Age" is that it is the richest group. Similar to the group of "Adults" they have a higher awareness for luxury and higher quality products. In contrast to the "Adults" they mostly don't buy things for their own children, but for their grand children. Therefore it is obvious that they will spend more money for e.g. toys, fashion then the parents themselves.
6. Seniors (65+):
   The last but also very important group is the group of "Seniors". Elderly people more and more care about services like very competent fashion advices, transport possibilities, home delivery services, healthcare products. The advantage of the group of "Seniors" is that they have a lot of time they can spend for shopping. Therefore it is the challenge to make the stores as much attractive as possible to keep them in the stores.