How it shapes her Behavior How it affects her expectations of Filenes Basement

How it shapes her BehaviorHow it affects her expectations of Filene's BasementFunctional/ UtilitarianGoods at deep discountEconomic savingsShare of wallet given to FileneFrequent shopping TripsHigh Levels of spendingMerchandise selectionDiscount availabilitySpecial treatment and accessSymbolic/ Ego ExpressiveIdentity as a savvy shopperStatus as a Regular and Insider Club memberBargain-hungry Need constant reinforcement of EGOStatus seekingWants to be recognized and acknowledgedExpects praise for her abilitiesSpecial treatment by Filene Basement and other shoppersSocialShopping with others as a social experience Relationship with regulars and employeesFeeling like a important part of Filene Basement FamilyRoutine shopping trips Customer to customer bondsPersonal and close ties with employeesInvests in relationship and works for Filene successCommunity building opportunitiesEmployees open to deep relationshipBeing valued as a important partnerEmotionalThe excitement of the hunt and the thrill of the dealFeeling loved and valuedPlaying the game the right way- lining up, running in grabbing merchandise, negotiating with customers and employeesMaintain the excitement of the gameAllow her to winLove her and include her on important decisions