Kenyon Stores, a large clothing retailer, developed an image of who its targeted customers were.

• Range: 20- to 40-year-old female (target: 29 years)

• College-educated

• Works full-time in professional executive position

• Innovatively fashionable

• Self-confident, great sense of humor It then communicated this targeted customer image externally, through a variety of advertising and in-store promotional materials.

By communicating a clear image to potential customers, the store enabled its existing and future customers to imagine themselves as fining an image associated with purchasing clothes at Kenyon Stores. The company creates for its customers ???? image of who they can be, in addition to selling them fashionable clothing of high quality at reasonable prices.

Kenyon Stores started the development of its customer objective by defining a customer strategy:

1. Kenyon must increase its customer share of wardrobe 2. Increased share of wardrobe will be achieved by customer loyalty: "We want the customer to visit us throughout the year and come to Kenyon for the complete range of her lifestyle needs."

3. To create this loyalty:

• Our Merchandise must define our customer, her needs, and her aspirational image

• Our Brand must satisfy the customer's aspirational and lifestyle goals

• Our Shopping Experience must promote customer loyalty 4. We must do a superb job of defining who our customers are and their buying behavior.

Kenyon identified three objectives as key product attributes for its consumers' value proposition: price, fashion, and quality. The price objective was stated as: "Provide fashion and quality that the customers perceive as high-value and consider to be fairly priced." The fashion objective was to: "Provide fashionable merchandise that satisfies our customer 's aspirational and wardrobe needs within the Kenyon brand." The quality objective was to: "Ensure the highest quality and consistency of fit both within a style and across all product categories."

The shopping experience dimension was considered extremely important. Key attributes were availability of merchandise and the in-store shopping experience. The instore shopping experience dimension was captured by an explicit vision of the six elements of the "perfect shopping experience":

1. Great looking stores with fashion impact 2. Customer welcomed by attractive associates, fashionably dressed, with a smile on their faces 3. Clear communication of special sales 4. Associates with good product knowledge 5. Personal name recognition by attending associate 6. A sincere thanks and an invitation to return soon The goal was to deliver the six elements every time the customer enters a store.

Kenyon had constructed a very specific definition of its "ideal shopper." The ideal shopper image communicated to all employees the fashion expectations of their customers.

The brand image objective for Kenyon was stated as: "We will build Kenyon into a dominant national brand by clearly understanding our target customer and differentiating ourselves in meeting her needs."

Required Select appropriate measures for Kenyon's customer and internal business process perspectives.