Deep reflexion for young customers

CUSTOMER NEEDS :

Our target : Students - Urban customer - Between 16 and 25 years old - Vulnerable - Developing with the society  

Price - Quality - Novelty - Unique - Genuine - Welcoming - Original - Full aisle - Fast - With advice from the seller - Internet Website constantly updated - Smartphone application - Recognition - Atmosphere - Events - Animations

PROBLEM/SOLUTIONS FOR EACH GROUPS:

PROBLEM : 

- Young people are not in highlight 

- They don't want to enter because the image of the brand is old and there is not a big billposting for the brand

- Not according to the young' needs

- There is not program dedicate for young

- They are less money than parents because they don't already have a situation

SOLUTIONS :

- Privates sales for them

- Royalty program consecrate for them

- Association with famous' shops (Burger King-Cinema...)

- Animations : Fashion show, make up for girls, magician for boys

Consequently, they can try products and then buy them.

- Promotion area in highlight 

- Do promotion in universities and libraries 

- Be present on social network

- Offer coupon for customer's birthday

- Coffee/Bar trendy

- Reassure them with marketing campaign

PROPOSED FUNNELS FOR MARKETING

We have to know who they are, what they do, why they buy, when they buy, how they buy, how much money they have, what makes them feel good about buying, what they expect of Sokos, what they think about Sokos, what they think about our competitors.

To know that, we have keep in touch with these young customers. It's quite simple, young people use to use internet, we can create a convey and propose them. It's quick to do, and we can do an relevant analysis about their answers. We just have to send it by email and thanks to that we know more them. We can offer some gifts to motivate them to fill the questionnaire.

First we have to know them, after we have to do promotion of our concept in socials networks (Facebook-Twitter and finish socials networks) and when we are operational in ours socials networks pages we can begin to do some animations. It's important to begin this when we are already famous and prepared, it permit to reach more customers.

Then we can create a climate of confidence and convey messages about the activities we develop for this category of customer. They will fell involved.

BENEFITS OF THE SOLUTIONS (for customers)

- Privates sales for them : For this point the customers will to be glad because it’s just organize for them, what give him more importance. As a result, usually they didn’t consume some stuff but with this privates sales, they will go to buy more and a new things that before, they couldn’t buy themselves.

- Royalty program consecrate for them : If the young people have royalty program (for instance a card to accumulate points with every purchase).

- Association with famous' shops (Burger King-Cinema- Bowling...): Nowadays, we know that what is the place where the young peoples are going : fast food, cinema, bowling…What’s why, we think about it’s a very good idea to create a partnership with the famous ‘shops in order to attract with clientele. For instance, when a customer buy something in Sokos (from 50€), he benefits to a second hamburger, but he can choice just between 3 hamburgers (for the fast-food). For the cinema, the customer can benefits 10% discount price of the place of cinema. We think it’s the best idea in order to attract the young peoples but we can imagine this great campaign for a short-term. What’s more for the young people, they want to but something because it will need themselves, they have a promotion.

- Animations: Fashion show, make up for girls, magician for boys

Consequently, they can try products and then buy them : All the activities proposed by Sokos have to be original and innovative. If Sokos organize sometimes a fashion show or a magician, we are sure that with a little advertising, many guys come in these events because this is not normally in this area (none of the competitors do the same). The goals are to push the new and the old customers to buy the new clothes presented during the fashion show or to consume anything in Sokos because when the customer is inside the shop, Sokos have to stimulate the desire to consume.

- Promotion area in highlight : If Sokos install more promotion in order to help the young people to find the diferent aisle and products, the target want to come back next time because, they spend less time and it’s more easy to find what they want.

- Do promotion in universities and libraries: We think it’s essential for Sokos if Sokos want to touch directly his target. The young peoples have a good image to Sokos and they are curious to see what is this mall and to used the promotion.

- Be present on social network: For young peoples, it’s easily to follow and to see the different activities on the Sokos’page on Facebook or Twitter also (promotion, partnership, new trend, the new collection, new events…)

- Offer coupon for customer's birthday : A idea allow to pull ahead of the competition. The young people’s don’t hesitate to go in Sokos for this event and they choose one free stuff for the birthday.

- Coffee/Bar trendy : If there are a bar trendy or a coffee, the young peoples come with them friends, alone or families to consume. The young peoples are very happy if they can after theirs shopping go in this place.

- Reassure them with marketing campaign :

·      Increase the interactions between Sokos and young peoples :

§  Improve the official website and create a column just for the young people in order to find easily the products for them and spend less time to seek. In this case, for the young people, they will want to buy most often.

§  Improve the official page on Facebook or Twitter (see above)

§  Send a SMS, or e-mail with the name of the young people (message personalized). The young peoples feels enjoy and they want more to buy.

To conclude, If Sokos want and have to attract the young people. Presently, Sokos have to discover and to answer the different needs of this target. What’s why, it is necessary for Sokos to put all the means for achieving this goal.

HOW DO COMPETITORS SATISFY THESE CUSTOMER NEEDS?

The direct competitors of Sokos is Stockman. This brand has already our target so we will see how they attract and they satisfy this customers. Moreover, this is a problem because they sale exactly the same things (brands, product…) than us so we need to differentiate than Stockman with a unique relationship and a personalization for each customers. Stockman is the shop for the young adults and students, because they have a lot of new brands, they have promotion and discount, loyalty programs, a great service and the seller give a warm welcome and gives a lot of advice.

They adapt the shop with the season because for Christmas, the shop has two firs in the entrance with a lot of decoration which provides a good atmosphere that puts customers in a good mood to buy some staff. Moreover, they are presents in the social media and make a lot of advertising and communicate a lot with their customers to keep them current trends and news and also about the rare events in their shops. 

Emeline, Thomas & Aymeric.