CUSTOMER PROFILE
STNETNOC
03 Customer Characteristics 04 Demographics 05 Geographics 06 Lifestyle 08 Personality 10 Psychographic 11 Usage 12 Bibliography 13 References Editor in Chief
Jennifer Leigh Shipley
INTRODUCTION I have designed a customer profile booklet to demonstrate my understanding of the off-price value retailer, T. K. Maxx. I have created surveys and identified a focus group of customers, who share similar traits and values.I thought the data I collected through mystery shopping was sufficient as I could observe the customers who purchase from the store My research is split into the following subheadings: Demographics, Geographic’s, Lifestyle, Personality, Psychographic and Usage. I
CUSTOMER CHARACTERISTICS
DEMOGRAPHICS T. K. Maxx caters for all ages, male and female. Through analysing my primary research, I have found that their most popular age group were 18-24-year-olds; scoring 64% on my survey. Through mystery shopping, I discovered that many customers making purchases in the store were around this age group, complimenting the data that I had already collected. 70% of T. K. Maxx customers, who answered my survey, were female. 88% of them said they prefer to shop in store, leaving only 12% making their purchases online. One customer said, “Bargain hunting is part of the in-store experience, seeing and feeling the quality of the product”. Most customers described their style as either chic, simple or sporty. The remaining few they opt for a more conservative, alternative and bohemian look. The majority of customers were either students or in full-time employment, earning below £40,000 per year. Their occupations varied from students with part-time jobs to trainee surgeons.
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SCIHPARGOEG
T. K. Maxx has 247 stores around Europe, 280 stores in the UK, three stores across Ireland, 18 stores in Germany and 4 in Poland (Anon, 2015). Most of T. K. Maxx’s customers are European, living and working in a mixture of cooler and warmer climates, in both rural and urban areas. Reiss | 05
ELYTS EFIL
T. K. Maxx customers lead a busy and structured lifestyle, usually having spare time during the weekend, which is spent participating in leisurely activities. T. K. Maxx’s target customers are fashion-conscious and have a desire to look stylish. They choose to invest in fewer items of high quality and comfort, expecting them to be a good price. Reiss | 06
PERSONALITY The personality traits I found through observation, mystery shopping and research, were that T.K Maxx customers are extroverted, friendly and hardworking. There often career focused, price conscious and fashion followers; who desire high quality over economy. Reiss | 08
PRIMARY RESEARCH
PSYCHOGRAPHIC T. K. Maxx customers find fulfilment in their studies, careers and spending time with their friends and family. They value quality but are price conscious as most of them are on a tight budget. There socialites and are social media savvy; following all the latest trends. During their spare time, they enjoy eating out with friends, travelling and shopping. Some of T. K. Maxx’s customers are conscious of their health and appearance, exercising on a regular basis. Reiss | 10
EGASU
T. K. Maxx’s target customers are loyal to the brand and follow the latest trends through social media; 100% of T. K. Maxx customers said they use Instagram, Twitter and Facebook. They stay connected with the brand through social media and are always looking out for great offers due to their limited disposable income.T. K. Maxx’s customers purchase products for every day use and check the store regular to see if they can find their next bargain.
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BIBLIOGRAPHY 2016, T.M. 2016. About. [Accessed 9 March 2016]. Available from: http://www.tkmaxx.com/page/about. Anon 2009. Discount fashion: Taking it to the Maxx. The Independent Business Analysis & Features [online]. [Accessed 9 March 2016]. Available from: http://www.independent.co.uk/news/business/analysisandfeatures/discountfashiontakingittothemaxx 1774064.html. Anon 2015. T.K.Maxx strategic analysis. [Accessed 9 March 2016]. Available from: http://www.ukessays.com/essays/retail/tk maxxstrategicanalysis.php. Limited, E.P. 2015. Drapers retailers: Retailers in the fashion industry. [Accessed 9 March 2016]. Available from: http://www.drapersonline.com/companies/TkMaxx. Shipley, J. 2016. T K Maxx Survey. SurveyMonkey [online]. [Accessed 9 March 2016]. Available from: https://www.surveymonkey.com/analyze/NkKAWVHliJ3nEn2Y1JdZHYiMIAQ6YVr4n3OR2rXiGY8_3D. Anon n.d. TK Maxx (@tkmaxx) • Instagram photos and videos. [Accessed 9 March 2016]. Available from: https://www.instagram.com/tkmaxx/. Anon n.d. T k maxx fashion. [Accessed 9 March 2016]. Available from: https://www.google.co.uk/search? q=t+k+maxx+fashion&espv=2&biw=1440&bih=761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjwmKO6r7TLAhWIRhQKHWF_ BvIQ_AUIBygC#imgrc=4KwvID4eTtSRM%3A. Anon n.d. T k maxx fashion. [Accessed 9 March 2016]. Available from: https://www.google.co.uk/search? q=t+k+maxx+fashion&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiQnp3bsbTLAhVBGxQKHUhCAPsQ_AUICCgC&biw=1440&b ih=761#imgrc=8axXNqRhizKIyM%3A. Anon n.d. T k maxx logo. [Accessed 9 March 2016]. Available from: https://www.google.co.uk/search? q=t+k+maxx&source=lnms&tbm=isch&sa=X&ved=0ahUKEwimg9uRsLTLAhXB1hQKHQuqCY8Q_AUICigE&biw=1440&bih=761#i mgrc=V9LeO5u60YjC2M%3A. Anon 2002. Trip plans, trip Itineraries, travel plans online, holiday plans plan your vacation. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/538743174152078058/. BAZAAR, H. n.d. AMY NEUNSINGER LIFE. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/12314598955436181/. Fodor’s n.d. Blog | resources | adventure cycling association. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/290200769714866341/. London, B. 2013. Model Suki Waterhouse shows off the killer body that caught Bradley Cooper’s eye as she poses for new TK Maxx campaign. Daily Mail [online]. [Accessed 9 March 2016]. Available from: http://www.dailymail.co.uk/femail/article 2278643/ModelSukiWaterhouseshowskillerbodycaughtBradleyCooperseyeposesnewTKMaxxcampaign.html. Shipley, J. 2016. T K Maxx Survey. SurveyMonkey [online]. [Accessed 9 March 2016]. Available from: https://www.surveymonkey.com/analyze/NkKAWVHliJ3nEn2Y1JdZHYiMIAQ6YVr4n3OR2rXiGY8_3D.
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REFERENCES
2016, T.M. 2016. About. [Accessed 9 March 2016]. Available from: http://www.tkmaxx.com/page/about. Anon 2009. Discount fashion: Taking it to the Maxx. The Independent Business Analysis & Features [online]. [Accessed 9 March 2016]. Available from: http://www.independent.co.uk/news/business/analysisandfeatures/discountfashiontakingit tothemaxx1774064.html. Anon 2015. T.K.Maxx strategic analysis. [Accessed 9 March 2016]. Available from: http://www.ukessays.com/essays/retail/tk maxxstrategicanalysis.php. Shipley, J. 2016. T K Maxx Survey. SurveyMonkey [online]. [Accessed 9 March 2016]. Available from: https://www.surveymonkey.com/analyze/NkKAWVHliJ3nEn2Y1JdZHYiMIAQ6YVr4n3OR2rXiGY8_3D.
IMAGE REFERENCES Anon n.d. TK Maxx (@tkmaxx) • Instagram photos and videos. [Accessed 9 March 2016]. Available from: https://www.instagram.com/tkmaxx/. Anon n.d. T k maxx fashion. [Accessed 9 March 2016]. Available from: https://www.google.co.uk/search? q=t+k+maxx+fashion&espv=2&biw=1440&bih=761&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjwmKO6r7T LAhWIRhQKHWF_BvIQ_AUIBygC#imgrc=4KwvID4eTtSRM%3A. Anon n.d. T k maxx fashion. [Accessed 9 March 2016]. Available from: https://www.google.co.uk/search? q=t+k+maxx+fashion&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiQnp3bsbTLAhVBGxQKHUhCAPsQ_AUI CCgC&biw=1440&bih=761#imgrc=8axXNqRhizKIyM%3A. Anon n.d. T k maxx logo. [Accessed 9 March 2016]. Available from: https://www.google.co.uk/search? q=t+k+maxx&source=lnms&tbm=isch&sa=X&ved=0ahUKEwimg9uRsLTLAhXB1hQKHQuqCY8Q_AUICigE&bi w=1440&bih=761#imgrc=V9LeO5u60YjC2M%3A. Anon 2002. Trip plans, trip Itineraries, travel plans online, holiday plans plan your vacation. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/538743174152078058/. BAZAAR, H. n.d. AMY NEUNSINGER LIFE. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/12314598955436181/. Fodor’s n.d. Blog | resources | adventure cycling association. [Accessed 9 March 2016]. Available from: https://uk.pinterest.com/pin/290200769714866341/. London, B. 2013. Model Suki Waterhouse shows off the killer body that caught Bradley Cooper’s eye as she poses for new TK Maxx campaign. Daily Mail [online]. [Accessed 9 March 2016]. Available from: http://www.dailymail.co.uk/femail/article2278643/ModelSukiWaterhouseshowskillerbodycaughtBradley CooperseyeposesnewTKMaxxcampaign.html. Shipley, J. 2016. T K Maxx Survey. SurveyMonkey [online]. [Accessed 9 March 2016]. Available from: https://www.surveymonkey.com/analyze/NkKAWVHliJ3nEn2Y1JdZHYiMIAQ6YVr4n3OR2rXiGY8_3D.
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