Customer portraits

Gemma, 31.

A catering planner living with her partner, and two young children.

Gemma is 31, and works as a catering planner. Her children are one and three. She lives with her partner in a suburb of a large regional city. Tends to shop locally, time is short supply for Gemma, so she tends to grab clothes, try them on at home and take back anything that doesn’t fit. Does food shopping online, because it’s easy.

“As a customer, I feel you’ve got the power a bit more because you can so easily write them a really bad review, and it will damage their business.”