Sears Target X

Sears Target X

GENERATION X – BORN BETWEEN 1965 and 1980 – AGED 37 to 52 CURRENTLY – SEARS Catalog native

This target creator (customer) is your brand storyteller. They recall the SEARS of legend. They are influenced by the experience habits of gen x and gen z.  They are your former shoppers who you will win back through promoting quality and service. For immediate success, you must consider this audience in your service model.

Values: Reliability, comfort, family values. “I need something reliable that will not break down” ~Jerome, 42  | “How can I recycle this?” ~Doreen, 52

Craves a balanced work and life with many options for engaging with a brand or a service, but likes reliability.  “I remember when you could go to Sears and everyone knew so much about the stuff they had there. ~Gerard, 47

BACK TO PERSONAS

Sears Target Y

Sears Target Y

GENERATION Y – BORN BETWEEN 1981 and 2000 – AGED 17 to 36 CURRENTLY – Digital native

This target creator (customer) influences the experience habits of gen x and is influenced by gen z.  They are your shoppers now. For immediate success, you must consider this audience in your service model.

Values: Personality, authenticity, efficiency. “I want to see all the options.” ~David, 29  | “What does it mean?” ~Srideepti 28 | “Do you improve the world?” ~Eliza 28

Craves justice, equity and believes institutions and companies should be in the business of making the world better.  “Everybody has a part to play. If big companies don’t step up, nothing will ever change.” ~Reema, 31

BACK TO PERSONAS

Sears Target Z

Sears Target Z

GENERATION Z – BORN BETWEEN 2000 and 2017 – AGED 0 to 16 CURRENTLY – Tablet native

This target creator (customer) influences the experience habits of both preceding generations as well as comprising your shoppers in the near future. For short to long-term success, you must consider this audience in your service model.

Values: Accessibility, connectivity, creativity. “I want this.” ~Chad, 9  “What can I do, I’m bored.” ~Bailey, 11

Craves creative self-expression and believes they can change the world right now. “I started my own youtube channel when I was 11, I’m up to 260,000 views. I should probably start ads.” ~ Ian, 16

BACK TO PERSONAS