COP Brief development

When Living Nature set up its flagship store in Wellington the company looked at the population peculiar to Wellington. Significant factors were the customer profile and where the largest concentration of these customers would be.

The customer profile shows the typical customers as likely to be women in their early to mid thirties, well educated and very busy – juggling lots of different things in their lives. This typical customer reads a lot and is likely to be aware of environmental and health issues. Experience since opening has found that while the typical Living Nature customer is alive and well, for every woman fitting this brief who steps through the doorway another person contradicting this description follows. Large numbers of young people shop here as well as older Wellingtonians. Apparently Wellingtonians have a tendency to be socially and politically aware and hence are interested in aspects of Living Nature’s philosophy which link with issues such as recycling. This overlap with what the company is about meant that they felt Wellington would be very receptive to this store.

The customer is interested in the whole beauty experience but convenience and service play a big part in her decision-making. Demographics show that Wellington has a large proportion of tertiary educated people and a concentrated central business district. Locating the shop on Lambton Quay (‘the golden mile’) makes it convenient for the customer-base Living Nature caters to.