аЯрЁБс>ўџ +-ўџџџ*џџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџџьЅС` №Пнjbjb§§ $dŸdŸн џџџџџџˆ.......~ЂЂЂЂ Ў~ћ@ЮЮЮЮЮЮЮЮrtttttt,;R x .ЮЮЮЮЮ r..ЮЮЕrrrЮF.Ю.ЮrrB$f....Юrrr..rТ ЬrоНЂ^rrЫ0ћr r rr.~~$Ђ~~ЂInterview Notes Charlee, WF customer ( Charlee is a working mom, with two kids, and is the head of the household so is responsible for all of the shopping, cooking, cleaning, etc. And it’s a busy household. So she provides for herself, her daughters and her husband. ( Charlee did not intend to shop at Whole Foods as much as Giant Eagle, but they made the shopping experience so pleasant that she now enjoys shopping. Initially she shopped for specialty items like fruits, vegetables and perishable items. As she steps into WF, she notices a huge jump in quality – even the canned foods. Giant Eagle ( WF has made her dissatisfied with GE’s quality of merchandise and customer service. She still shops at GE for plastic goods, toilet paper, etc., but can also get these things at CVS, so sometimes goes there instead. ( At GE, she goes in, gets her stuff and gets out. She is irritated by their poor customer service and their inability to bend the rules. e.g. Even though huge demand for baguettes, they won’t make more because “they only make x amount at x time.” Checkout line story. ( She does like their commitment to employing different types of people and especially people who might not be able to get jobs elsewhere. Whole Foods ( WF provides uniformly excellent customer service ( Now shops more often during the week (used to go once/week and stock up at GE). She might buy for two days, always has fresh bread and flowers around the house now. ( All of the food tastes better. She buys organic foods now, even canned foods. Even the potatoes taste better. ( I feel like I am treating myself and enjoy eating what I buy ( I feel like I am making a lifestyle choice shopping at WF ( I can entertain at a moment’s notice. e.g. recently bought skirt steak with feta and pine nuts and just popped it into the oven and had a great meal. ( Her family doesn’t eat a lot, otherwise she probably would buy more of their prepared foods. She does buy their prepared tunafish and salmon ( The clientele is also different. She doesn’t know where they all used to shop. ( Although perception is that WF is more expensive, she thinks they’re pretty much the same. Recipes ( If she’s entertaining friends, she will shop with recipes. ( She’ll usually try recipes that are relatively simple, fresh and good. ( Keeps a 3-ring binder for her favorite recipes. 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