EVE:
She's our first customer,
our primary focus,
and our most powerful ally.
EVE LIKES HER JOB.
She's never satisfied with "good enough".
She works hard at the office, She works hard at home.
She wants to be creative. She wants to be successful.
And she wants to be rewarded with a nice paycheck at the end of the day.
EVE CARES.
She cares about what she buys, how it looks, how it works, and what it means to the people who will use it.
Her colleagues are key contributors to the success of the business, and it's her priority to provide them with whatever she can to help them do their best work. If that means investing in higher quality chairs or adding a pack of purple pens to the standard order of supplies....
she'll do it for them, she'll do it for the business.
80% OF ALL PURCHASING DECISIONS ARE MADE BY WOMEN, BOTH CONSUMER AND BUSINESS.
EVE
female, late 20's-early 50's
admin, office manager, business owner, key influencer, main buyer of office supplies, shops everywhere.
EVE IS MORE THAN A DEMOGRAPHIC.
She's the culmination of extensive research, rigorous debate and close collaboration across the OfficeMax organization.
EVE IS A LIVING, BREATHING OPPORTUNITY.
She's the moan whose like is about integration, not balance. And that's okay. She's good at it: friend, volunteer, mom, boss, chauffeur, colleague. She's all those things all the time.
SHE'S NOT JUST ONE WOMAN.
And she's not every woman. She's a superset of characteristics shared by many customers.
WHEN WOMEN ARE REFERRED TO A STORE 82% MAKE A PURCHASE.
WE MUST WAKE UP AND SMELL THE TRUTH: WOMEN ARE THE PRIMARY PURCHASERS OF DAMN NEAR EVERYTHING.
THE LARGEST, RICHEST, MOST LUCRATIVE MARKET ON THE HORIZON...WOMEN.
WOMEN OPEN 89% of new bank accounts
WOMEN BUY 92% of vacations
WOMEN MAKE 80% of health decision
WOMEN BUY 60% of cars (and significantly influence 90%)
WOMEN MAKE 91% of home purchase decisions
WOMEN BUY 55% of consumer electronics
WOMEN BUY 66% of computers
48% OF ALL PRIVATELY-HELD U.S. FIRMS ARE OWNED BY WOMEN
7 out of 10 NEW BUSINESSES ARE STARTED BY WOMEN.
that's 10,600,000 businesses.
WOMEN ARE 53% PURCHASING MANAGERS
73% CONTRACT CUSTOMERS
75% OFFICE MANAGERS
95% ADMINISTRATORS
which means they control almost all office purchases.
EVE FORCES US TO SET THE BAR HIGHER.
Because she has higher expectations Eve is our most demanding customer.
If we can satisfy her needs, we will more than fulfill the demands of other customers.
PLENTY OF COMPANIES HAVE MADE MARKETING AND SERVICE IMPROVEMENT IN ORDER TO INCREASE BRAND APPEAL TO WOMEN...
AND AS A BONUS, THEY'VE DISCOVERED THAT THEIR MALE CUSTOMERS ARE HAPPIER, TOO.
Eve wants more.
She wants an environment that is inspiring, engaging, evocative.
She wants an EXPERIENCE.
and...
what she wants is what she needs.
EVE WANTS
1. Inspiration
"If money were no object, I'd take a truck straight to the Container Store. I'm crazy about that place. I can spend hours browsing, checking out the latest stuff. I always get new ideas and discover new ways to organize my life. And the sales staff are blackbelts - knowledgeable, friendly, inventive. The only problem is I spend way too much money there. I consider myself lucky if I escape for under $100."
--59% WOMEN 39% MEN...want an office store that is more fun and interesting to shop.
--64% WOMEN 44% MEN...want an office store that surprises and delights with new and innovative products.
--62% WOMEN 37% MEN...want office products that make them smile.
"At Pearl Art & Craft Supply, you go there and it's like being in heaven. Like Wow! There are all these cool things that I never knew existed. I can explore. You wander through the aisles and see all these possibilities."
Eve Etiquette
-communicate with me through stories
-don't sell me on feature and specs
-engage me visually
-bring my unique and interesting products
-don't lose sight of everyday value
-don't dumb things down
-make my life easier
-wow me with great service
-don't assume you know what's best for me
-get my feedback
-don't make everything pink!
-make it easy to do business with you
-demonstrate expertise
-nail the basics
-don't waste my time
2. Style & Design
"I want my office to spark collaboration and creating. When I look for furniture, supplies, and accessories, I'm drawn to color and funky patterns. It's got to be comfortable. And uplifting! I want people to walk in and think, "Wow, they must do amazing stuff here." Professional and successful. From first impression to last."
--71% WOMEN 54% MEN...want office products that are well designed and contemporary.
--51% WOMEN 23% MEN...want office products that are more colorful.
--56% WOMEN 29% MEN...want office products that express their personality and sense of style.
"Because I'm in front of clients...I better have a snappy looking clipboard, I better have great looking binders. So I don't want the generic things that I can get at an office supplies store."
3. Organization & Efficiency
"Sometimes I wish I could do it all. Be more organized, more efficient, more on top of things. But it's unrealistic to be superwoman. So I outsource where I can. Peapod for groceries, a cleaning service every other week, baby sitters for the kids, and I bring in IT support or design services at work when needed. But my ultimate fantasy is to have a personal assistant. Someone to organize my life and free my time up for more important things, like family."
--73% WOMEN 54% MEN...want products that help them get work done easier and faster
--78% WOMEN 57% MEN...want products that help them get more organized
--73% WOMEN 52% MEN...want products that help them use their space more efficiently
"Organization is key. And now that I'm finally getting my life organized, I'm able to concentrate on spending more time with my family."
Eve's To-Do's
-do well at my job
-set deadlines
-get work done ahead of them
-check in with the team
-workout during lunch
-work from home on Friday
-spend more time with the family
-pay the bills
-be more organized
-file the bills
-finish the month's issue of Real Simple
-meet with the financial adviser
-order groceries online
-cook dinner
-get ready for tomorrow
4. Value
"Price is important. All that stuff adds up. But it can't just be the cheapest stuff. You get what you pay for. So while I love a bargain. I mostly want a good return for my dollar. And when it comes to things that will make me and my coworkers happier, or more productive, or more professional, I'll pay a bit more."
--71% WOMEN want an office supply store that suggests ways to save me time and money
however...
--Women drive 85% of all trade up purchases.
"At Target, the merchandising is right. They've got some cutting edge designer. The price points are fair. Yes, they might be more expensive than Wal-Mart, but I'll pay more for more detail or something more special."
Eves Shopping List
-toner for the color printer
-planner to manage work & kids
-unique laptop bag (not basic black)
-color file folders
-letter pressed thank you cards
-picture frames for lobby
-recycled copy paper
-book shelf
-better inbox for reception area
-healthy snack food
-foot rest
-a really nice pen
-shredder
-area rug
5. Expertise & Trust
"When it comes to choosing who I'm goign to do business with, I don't have time to research, so I tend to go with companies who are experts in their field. lphaGraphics for copying and printing. Dell for computers and tech stuff. The Container Store for cool organizational supplies. Also, the personal relationships I have with my partners are incredibly important. When I call up Bill and tell him I need something by 2:30, I know it will get done. You can't put a price tag on that kind of trust."
--54% WOMEN 36% MEN...want an office supply store that offer design resources to help create a better work environment.
--58% WOMEN 41% MEN...want an office supply store that offers services to help organize their space and paperwork.
--47% WOMEN 34% MEN...want an office supply store that offers training in the use of office equipment.
"My computer is a Dell. If I need anything related to it, I go straight to them. I can call and say this is what I need. They know what I have, what will work with it, and they deliver it directly to me."
satisfy eve's needs and we will exceed everyone's expectations.
"IF YOU GUYS ARE GOING TO BE THE EXPERTS IN OFFICE SUPPLIES, ACT LIKE YOU'RE THE EXPERTS.
TAKE US THERE. NOBODY ELSE IS DOING THAT IN A BIG SUPER STORE.
GIVE ME GUIDANCE, SHOW ME POSSIBILITIES, JUST GIVE ME THE ANSWERS.
IF YOU OFFER SOMETHING DIFFERENT, I'LL BE THERE."
FOCUSING ON EVE Gives us a crystal clear position in the marketplace.
With Eve's guidance, we will provide and experience that's meaningful to our customers and differentiated fro our competitors.
FOCUSING ON EVE Is a direct path to sustainable growth.
With Eve's guidance and your passion we will create value in a new way.
She wants what we want...
A BETTER OFFICEMAX
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