Lucky's Target Analysis
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Laura is a busy mother of two who shops at Lucky's Market because she feels they take as much care in their grocery selection as she does in making her weekly shopping list. She appreciates their reasonably priced organic produce and knowledgeable meat counter. Laura wants healthy yet kid-friendly options for her children. While time is limited, she remains loyal to Lucky's for their attentive staff and care for customers.
Lucky's Target Analysis
- 1. ANALYSIS & SHOPPER PROFILES
- 2. After speaking with a wide variety of Lucky’s customers, the store management, cashiers, and even the barista at the nearby café, we came up with some pretty exciting conclusions about the type of people that choose to shop at Lucky’s Market. We found four overarching themes: Care, convenience, comfort, and consideration. People chose Lucky’s because of the quality of the food, the close proximity to North Boulder neighborhoods, and the sense of community at the store. They even provided some suggestions to improve the shopping experience at Lucky’s. From our themes, we were able to create three distinct (and fictional) character profiles that best summed up the landscape and variety of people that choose Lucky’s as their grocery store. Each profile was developed based on the positive affirmations (care, convenience, comfort) that customers shared with our team.
- 3. GEORGE, 55 Convenience Shopper George’s Background George is a professor of Geography at CU specializing in Hy- drologic Sciences. He has taught for 12 years and his research has taken him to all corners of the world. He likes to travel and has a particular affinity for discovering food cultures outside of the U.S. He doesn’t live by a brand-centric lifestyle but he likes authentic retailers like Levi’s, Salomon trail shoes, and a solid Marmot windbreaker that he has had for several years. George is a true Colorado native and enjoys an active lifestyle including hiking, skiing in the winter months, and cyclocross races. He drives a Toyota highlander because it’s dependable and fits his active lifestyle.
- 4. GEORGE, 55 Convenience Shopper Typical Grocery Trip George’s Needs George is a convenient shopper whose main motivation to come to Lucky’s is to pick up 5-7 small grocery items 1. Accessibility- The parking lot and on his way home as per requested by his wife. Because store flow should be efficient to minimize George is tenured at the university, he has the financial the time George has to spend in the ease of shopping at Whole Foods, but he prefers a gro- grocery store. cery store that is in close proximity to his home. George does not do the majority of the grocery shopping, but 2. Specialty Food requests- George finds himself stopping into Lucky’s around twice a week sometimes doesn’t have the time to to pick up a handful of items. George isn’t price con- verbally request specialty items, if there scious but appreciates a good deal. It’s easy for George was a system online where he could to pick up groceries for him and his wife on his way make requests, it would save him time. home, which might include: a rotisserie chicken, local artisanal cheese, and some rice crackers that he discov- 3. Education- Based on his active life- ered on a recent work trip to Southeast Asia. Because style, George could use some guidance George is usually in a rush, he knows that he can get in or suggestions for foods to fuel his athlet- and out of Lucky’s quickly and grab the items he needs ic pursuits. without compromising on quality. Although George is modest in his purchases, he doesn’t mind spending more to assure he is getting the freshest items or little-known food brands.
- 5. KAREN, 28 Comfort Shopper Karen’s Background Karen is a true appreciator of food. Around two years ago she read an article in the Daily Camera about a progressive food movement in Boulder that focused on the locality and seasonal offerings of food within a 100 mile radius of the city. It really resonated with Karen, so she decided to challenge herself and commit to the locavore (one who only eats foods grown within their local region) diet by eating only sustainable, fresh foods from within and nearby the greater Boulder community. Karen splits her time between two jobs as a freelance interior designer and an events photographer for the Boulder Theater. She works hard, but takes moments to enjoy life whether it is taking an Inyegar yoga class or indulging in a farm-to-table dining experience on Pearl Street.
- 6. KAREN, 28 Comfort Shopper Typical Grocery Trip Karen’s Needs Karen doesn’t mind taking a long time at the grocery store; she sees it as a destination, not a pit stop in her 1. Build trust- Karen is deeply committed fast-paced life. Karen has a Saturday morning rou- to the local-source food cause, keep her tine of inspecting the new produce at Lucky’s, talking trust by reaffirming the source of origin to the staff that she knows by name, and sampling the of the foods. demos from the local business owners. Karen respects Lucky’s commitment to locally grown foods and her 2. Fresh- How can Lucky’s assure that grocery purchases reflect her personal commitment their produce is always fresh? to buy local. On a given Saturday trip she will buy most of her food for the week, the majority being fresh 3. Loyalty- Karen’s loyalty to Lucky’s is produce which she uses to make soups from scratch, founded upon Lucky’s commitment to salads, or meals that meet her gluten-free dietary re- organic food. Quality produce, meats strictions. She feels as though Lucky’s is a home away and dairy is meaningful to Karen. As from home and will stop by several times a week to long as Lucky’s maintains their food pick up a snack or single items that she forgot to pur- quality, she will continue to be a loyal chase on Saturday. Lucky’s consumer.
- 7. LAURA, 38 Care Shopper Laura’s Background Laura is an unapologetic planner, whether it’s helping manage her startup online business with her husband, raising her kids, or allocating 45 minutes of her time to grocery shop every week. She has two kids, 9 & 12. Laura wants her children to be healthy, but bends to their will if the occasional Lucky Charms cereal box makes it into the cart at the checkout lane. Laura has a longtime allegiance to driving Subaru’s and likes to plan monthly ski trips up to Eldora mountain with her family. Laura is constantly on the go, but is able to budget her time to read the news on her smartphone and keep up with her monthly book club.
- 8. LAURA, 38 Care Shopper Typical Grocery Trip Laura’s Needs She chooses to shop at Lucky’s because she feels that they take as much care and consideration into their 1. Attention to detail- How can Lucky’s grocery selection as she does into making her weekly better display their produce/grocery shopping list. She likes to go to Lucky’s because they items to be more alluring to customers? have a reasonably-priced organic produce depart- ment as well as a knowledgeable meat counter who 2. Kid-Friendly health foods- Are there help find her the finest selections of meats for her fam- any offerings for kids that are organic ily. Often times, Karen has her kids with her, so she and healthy? likes that the friendly staff are polite to her children, whether it’s giving them free stickers at the check-out 3. Time/Money Sensitive- How can she or turning a blind eye to her youngest son pilfering save time and money for her family at some sour-patch gummie bears in the bulk foods sec- an independent store? tion. Karen will never forget her cloth shopping bags and prefers to bag her groceries herself. She has known on an occasion to shop at Safeway & Whole Foods, but finds that the staff is not as knowledgeable or appreciative of her patronage at larger stores.