Customer portraits

Lena, 35.

A married mother and full-time HR Manager from East London.

Lena lives in East London, is 35, married and works as an HR Manager for a small private company. She has a four year old child. Lena and her husband both work full time. She shops locally for fresh food, but buys tinned and frozen food online. She likes loyalty cards and goes online at work, on her smart phone and with her iPad. Lena uses her work computer to pay bills, shop and do the banking. She switches off at home by cooking.

“If I’ve shown loyalty to a certain brand, I expect them to treat me in a different way because I have been with them for so long.”