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Charlie—Empty Nester

Charlie—Empty Nester. 50 to 70 year old male Primary target Boomer Charlie -50-60 years old Core Values -Optimism, individualism, achievement If married, married to Helen. What Are His Needs?! Clean & orderly environment Personalized customer service

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Charlie—Empty Nester

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  1. Charlie—Empty Nester • 50 to 70 year old male • Primary target • Boomer Charlie • -50-60 years old • Core Values • -Optimism, individualism, achievement • If married, married to Helen • What Are His Needs?! • Clean & orderly environment • Personalized customer service • -From “simple greet” to “going the extra mile” • -Simple, benefit-focused solutions when it comes • to technology & entertainment • Don’t talk over me • Don’t overlook me or underestimate purchasing power • -If I want it, I have the means to get it • Store environment creates clarity

  2. What are his attitudes and psyche? • Entering third phase of his life. Retirement=Death. Plans to remain active & engaged • Confident about his place in the world • Simple, and benefit-focused • Technology has to find Charlie Relationship with Best Buy: Open to finding new experiences in life, but looking for someone to help make the “new” less complex

  3. Helen—Empty Nester • Children have left home • -Target age: 50-60 (Baby Boomers) with an affinity for technology • Excited for new chapter in her life • If married, married to Charlie • Grandchildren or aging parents are key life issues What are her needs?! • Explain the benefits to inspire me to purchase • -Replacing technology based on need, not want • -Explain technology in easy to understand language • Build confidence in purchase decision • -Validate pre-purchase research and offer post purchase support

  4. What are her attitudes & psyche? • Just starting to think about retirement; wants to engage in different activities • Rediscovering “me time” • Doesn’t want technology to pass her by • Learns about technology through work, friends, and family • Wants to be connected to her community Relationship with Best Buy: Doesn’t see store as a place she enjoys or seeks to interact with…yet.

  5. Carrie—Urban Trendsetter • Younger female without children • -25 to 35 years old • Typically lives in urban areas • Loves technology What are her needs!? • Make ME feel comfortable • -Don’t talk down to me; I am smart and have done research • -Tell me what I don’t know in a way I can understand • Pull it together for ME • -Show me what I need to make life easier-let me see how it works • Keep me connected all of the time-PORTABLE,PORTABLE,PORTABLE • -Wants multichannel experience • Help me to MAKE ME – ME • -I want to stand apart—with style and newness

  6. What are her attitudes and psyche? • Freedom • -I control my time & how I spend it • -My lifestyle is really ALL ABOUT ME • Explore ne experiences • -Travel, career changes, school & entertainment • -Without large financial obligations • -On a journey of ‘self-discovery’ • Environment, Aesthetics, and Style • -Love to shop for non technology; inspired by visual displays, new trends, & warm environments • -Pride myself on having the latest and greatest, but not paying full price for it • Trend, color, and style are key Relationship with Best Buy: Loves what technology can do for her life, but doesn’t enjoy the shopping experience. No competitor is winning right now.

  7. Buzz—Urban Trendsetter • Younger male who is typically single • -23 to 30 years old • -Sub segments are status, fun, responsible • Often lives in urban areas • Fully integrated technology into all aspects of life What are his needs?! • To have knowledgeable people he can talk to about technology • Make me aware of latest and greatest • Let me interact with the product • Sometimes just want to hang out and check out what’s new without buying • To stay connected w/ friends and current events • Understand how technology enhances lifestyle

  8. What are his attitudes and psyche? • Has high enthusiasm for staying current, especially w/ technology • Has a strong sense of community and a need for inclusion • -Always looking for ways to entertain himself • Strongly integrates technology & entertainment into his life • -Technology & entertainment are a passion • Do a ton of “research” as part of the shopping process • -Such a way of life, don’t even think of it as research Relationship with Best Buy: Value Proposition: Try before you buy Likes Best Buy but he has many choices and is not loyal.

  9. Maria—Middle America • Busy, middle-income, multi-tasking mom • 35 to 40 years old • Her kids are 8 to 12 years old • Most likely be married to Ray • Plans family budget with Ray, then in charge of monitoring it • Extremely involved in community What are her needs?! • Balancing all of the demands of a busy mom • Discovering new ideas to keep family connected • Maximizing the value of money • Finding the sweet spot of activities my kids want to do vs. the activities I want them to do • Respect me

  10. What are her attitudes & psyche? • Has a lot on her plate…raising kids, running the house, working outside of the home, volunteering • Looking for her kids to be the best they can be, but also enjoying themselves “kids need to be kids” • Marriage is a strong partnership with Ray…independent from each other. Decisions are made by both of them. • Doesn’t have time or interest in learning about new technology…kids are major educational resource for her when it comes to what’s new Relationship with Best Buy: A store I go to only when kids & husband force me. Takes way too long to accomplish my mission, and there’s nothing interesting for me there. Value Proposition: Organize me so I can enjoy more family time

  11. Ray—Middle America • Our bread-and-butter customer • -40 years old; $75,0000 include, married w/ two kids • Often lives in smaller cities, towns, or in the country • Ray loves Best Buy and the products What are his needs?! • Wants to build a close knit family – looking for ways to “turn on the family fun” • Wants to help getting the most enjoyment out of life as possible, really a “kid at heart” • Crave personal accomplishment – tends to want to do things himself • Maximize technology and entertainment spending to get more stuff for his family

  12. What are his attitudes and psyche? • Ray is engaged in the shrewd pursuit of a more fun and exciting family life • Believes that family and fun are the main points of life • Ray is a “techno-tainment” enthusiast and a “do it yourselfer” – he wants to play with and experience the products before he buys them • Avid researcher of products, he comparison shops and purchases only after understanding • Typically waits to purchase products after they stabilize & research their “real price” vs. overpay • Very savvy shopper, he lives within his budget , understands where the best deals are Relationship with Best Buy: Ray loves Best Buy, but thinks we can be so much better than we are

  13. Upscale Suburban--Jill • Affluent (Top 10% of US household income) • Married • Age: 40-45 • Likely to have kids ages 3-17 • Lives in suburban metropolitan areas • Highly educated; college or beyond What are her needs?! • Dominant Need: I want personalized white glove products and services • Help me give my teens the latest stuff without disconnecting them from me • Help me find & fuel my new passions so I can remain true to myself • Help me simplify technology

  14. What are her attitudes and psyche? • Balancing many roles (family, career, personal time) so simplifying things & maximizing time is critical • Wants to be inspired with ways to grow & achieve for herself and kids • Willing to pay experts to get her work done as efficiently as possible • -Over indexes vs. all our customers on: Geek Squad, MHT delivery install, and appliances install • More comfortable w/ technology than most other women, but relies on her kids and husband for help Relationship with best Buy: Jill likes technology (and its benefits) but does not enjoy the inconsistent purchasing experience offered by best Buy Value Proposition: Delight me w/ personalized premium or ultra-premium experiences

  15. Upscale Suburban--Barry • Affluent (Top 10% of US household income) • Married • Average age: 47 • Likely to have kids ages 13-17 • Lives in suburban metropolitan areas • Highly educated; college or beyond What are his needs?! • Deliver Value through: • -Personalized Service: “Treat me like I’m the only guy in the store” • -A thrilling Experience: “Inspire me and bring it to life by letting me fully experience benefits • -Product Assortment that meets my expectations • -”Premium brands presented as a total solution”

  16. What are his attitudes and psyche? • Smart investor-Barry calculates the value in every purchase • Confident and self-reliant-Barry’s confidence comes from his research (online, friends, product reviews) and he trusts his instincts • Demanding Customer-He expects that the rules can be broken for him • Successful Provider-Barry strives to balance his family, career, and life Relationship with Best Buy: Barry is a demanding customer who expects a high level of service . Best Buy has to continue to earn trust to get more of his technology & entertainment dollars Value Proposition: Delight me with personalized premium or ultra-premium experiences

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