Our customer groups
Understanding their needs
Kingfisher is a mass market, international retailer serving six million diverse customers each week in its stores and many more via the internet and telephone. Whilst customers vary by nationality, gender, age, wealth, aptitude and culture, it is possible to consider three broad groups of customers for whom stores, products, pricing and services need to be adapted. A selection of customers' quotes are shown below.
Typically this customer is a young male carrying out basic maintenance on his home and garden and expanding his collection of tools and equipment to do the job well. However, women are increasingly playing a more significant part, reflecting greater female home ownership and independence.
“I’m often in to pick up bits and pieces. I want good prices all the time and not just when there’s a sale”
“My leisure time is too precious to go from shop to shop at the weekend. I want to find all my DIY needs under one roof”
“I want to get what I need quickly and get on with the job. I get frustrated if I can’t find it in the store or it’s out of stock”
“Helpful staff make all the difference. It’s great when they know exactly where things are or can give tips and advice”
“I enjoy browsing for tools and gadgets that will help me do a better job”