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. The coupon was tested with the target customer group, and the results were positive, showing increased interest and visits to the Sokos Helsinki department store.
Design methods: Service Design, Design Thinking, Project Management, Visual Design, Customer Loyalty Program, Customer Experience