Customer attraction project for Sokos Helsinki Department Store, 2019, S Group
Service Design studies, Helsinki Business College. Client S Group.The goal was to create loyal customers who visited in the S Bank to visit also in a department store of Sokos Helsinki. I created a coupon what could be used to get a discount of a chosen product. The problem: “Target group isn’t shopping”. Research questions: Why target group doesn’t shop and how could we help them become loyal customers? Objective: To make target group to commit to S Group.
I did a service design project in 2019 while doing my business studies. I noticed at my work that certain customer groups from S Bank don’t visit in the department store of Sokos Helsinki. This was my observation from the time when I used to work in the department store and transfered to S Bank. Main observation was that Hok-Elanto looses money while the target group don’t shop there.
I made more observations from this target group. Mostly they are immigrants and they don’t have knowledge of what S Group can offer for them. I came up with ideas how to solve this problem.
S Group uses lot of coupons so I thought it would be best to choose this format. In the coupon there should be S Group’s logo with a short story of what the coupon stands for and a picture to create emotions. I chose a picture of my flower vase with a line “This will be a lovely day! Welcome to shop in Sokos Helsinki”.
I chose the coupon to be two sided. First side is a simple attraction to create emotions for a customer. On the other side is S Group’s logo and an explanation of the discount and the percent amount is mentioned. The coupon can be used only in Sokos Helsinki department store.
The coupon was distributed in the S Bank in the department store for selected customers. I trained my colleagues to give the coupon only to the target group so this way we could help them to acknowledge of S Group’s services and become loyal customers.
Design methods: Service Design, Design Thinking, Project Management, Visual Design, Customer Loyalty Program, Customer Experience