The document outlines strategies for different customer segments. For middle class customers, the strategy is to engage personnel proactively, create an accessible internal environment inspired by nature, and offer low cost, medium diversity products. For upper middle class customers, the strategy is to sometimes engage personnel proactively and focus on creating an exclusive, technologically-inspired internal environment with lighting focused on products while signaling exclusivity externally through medium to high cost, high tech products focused on a specific type.

1. Customers Middle class Upper class
Personnel Engages proactively (always on)
Engages reactively (if needed)
Internal environment Exclusive Accessible
Warm Bright Inspired by nature Inspired by tech
Builds trust and relatedness through pop music and personalities
External environment Signals exclusivity Signals accessibility
Products Low cost Medium cost High cost
High tech Low tech High diversity of products
Focused on a specific type of product

2. Customers Middle class Upper class
Personnel Engages proactively (always on)
Engages reactively (if needed)
Internal environment Exclusive Accessible
Warm Bright Inspired by nature (wood, brown)
Builds relatedness through funky music Inspired by tech
External environment Signals exclusivity Signals accessibility
Products Low cost Medium cost High cost
High tech Low tech High diversity of products
Focused on a specific type of product

3. Customers Middle class Upper class
Personnel Engages proactively (always on)
Engages reactively (if needed)
Internal environment Exclusive Accessible
Warm Bright Inspired by nature
Builds relatedness through music Inspired by tech
External environment Signals exclusivity Signals accessibility
Products Low cost Medium cost High cost
High tech Low tech Medium diversity
Focused on a specific type of product

4. Customers Middle class Upper middle class
Personnel Engages proactively (always on)
Engages reactively (if needed)
Internal environment Exclusive Accessible
Warm Bright Inspired by nature
Builds relatedness music Inspired by tech
External environment Signals exclusivity Signals accessibility
Products Low cost Medium cost High cost
High tech Low tech Medium diversity
Focused on a specific type of product

5. Customers Middle class Upper middle class
Personnel Engages proactively (always on)
Engages reactively (if needed)
Internal environment Exclusive Accessible
Warm Bright Inspired by nature
External environment Signals exclusivity Signals accessibility
Products Low cost Medium cost High cost
High tech Low tech Medium diversity
Focused on a specific type of product

6. Customers Middle class Upper middle class
Personnel Engages proactively (sometimes)
Engages reactively (if needed)
Internal environment Exclusive Accessible
Warm Bright Inspired by tech Light focused on product
External environment Signals exclusivity Signals accessibility
Products Low cost Medium cost High cost
High tech Low tech Medium diversity
Focused on a specific type of product