17/03/14 - Our Customer

HOW DOES OUR CUSTOMER SHOP?

IMAGE/COST CONSCIOUS

-          These consumers want the home to look good for visitors and are quite likely to entertain and spend time in the kitchen. They are not brand- or celebrity-conscious (only 3% seek out brands) and are not always changing things, with only 12% regularly updating the look of their home.

-          They want things to look good, but will not necessarily spend to achieve this, being more likely to make the best of what they have.

-          These consumers are more likely to be female and fall into two groups, the younger 25-34 family consumers and the retired over-65s. They are generally a middle income group.

-          There are some constraining financial influences on this group, although ultimately they like things to look good. As they are not always making changes, buying well and buying to last should appeal to them.

-          Advice and products that help them make a home look good and make entertaining easier may be the way to tap into their spending power.

HOME CHANGERS

-          For this group buying new homewares is closely related to redecorating and it is this aspect that should be encouraged. Putting together complete looks that show how a room can be transformed should encourage these consumers to buy across a range.

-          These consumers are generally aged 35-54, so at the family or third age lifestage. As a result the family and home are likely to be at the core of their lifestyle.

-          Consumers in this group are also usually reasonably well off making the more affluent  family group an important segment.