Insight: 3 Casual
An example might be Toys R Us
As their primary customers are mothers of young children, the business personality mirrors the look of the products they carry, bright and bold.
Insight: 2 Casual
An example might be Second Cup Coffee
Its customers being urban professionals, the retailer's business personality extends the product characteristics and promotes a relaxed environment.
Insight: 1 Casual
An example might be a chain retailer like Zellers or Canadian Tire
The retail chain customers are often low- to mid-income families. As such, the retailer's business personality is typically straight forward and value-driven.
Insight: 1 Corporate
An example might be Home Depot or Mountain Equipment Co-op
With moneyed urbanites as its primary customers, these retailers business personality project a clean and simple-but-abundant attitude.
Insight: 2 Corporate
An example might be an international retailer like Calvin Klein
Higher-end customers who are very brand-savvy push this business's personality into the upper realm of fashion and high-value impulse purchases.
Insight: 3 Corporate
An example might be a law firm such as McCarthy Tetrault LLP.
Executives in 3-piece suits are the norm here. Tight knit and orderly, the business personality is all-business, no nonsense.