User Personas : Persons who feel attached to Turku

• (N)Customer needs of each group

- Local products

- Involvment in the development of the city

- Feel that Wiklund is involved in “Turku life”
- Find all their needs in the city

- Feel a real synergy in the city of Turku

• (A)Problemsolutions for each group

- Problem :

The difficulties to know if Wiklund is involved in the life and the development of Turku

Solutions :

Winklund should create events in Turku : Celebrate days / Help association (fundraising) / Demonstration with professionals (help local brands promotion)

Wiklund can also create partnerships with local firms which offer quality products (to be coherent with Wiklund position on the market).

Finally it could sponsor some events which take place in Turku.

By creating this, the consumers will feel included in the development of Turku.

- Problem :

The difficulties to know if the products are really local

Solution :

Use or create a label, create corners with only local products

- Problem :

How Winklund can show that it is more a department store from Turku than one which belong to Sokos.

Solutions :

Promote Wiklund as a real brand and develop their local products and services.

• (A)Proposed funels for marketing (how to reach the customer)

Turku has its own website. So Wiklund could use it to communicate about the potential events which could be create. It can also use its own website and do an “event calendar” for instance or create a newsletter with all the news concerning the department store and what it is doing every week.

In another way, it could broadcast informations on the social networks with for instance Facebook events or its Facebook/Instagram pages.

• (B)Benefits of the solutions (for customer)

By feeling that Winklund is involved in the Turku development and life, the customers feel also concerned on these. They have the feeling to do the right things for their city and contribuate to the synergy of the city.

• (C) How are the competitiors satisfying these customer needs?

We did not find many informations concerning Stockmann which is the main competitor of Sokos in Turku. Neverthless we can take the example of the french department store Galleries Lafayette which organizes many events such as : Fund-raising of toys for the Emmaüs association, culinary demonstration, Chocolate Day etc...

Emma & Florian.