Target groups

We have identified 10 overall VELUX target groups that are particularly relevant to us, all affecting our business in their own way.

The target group hierarchy below provides an overview of the VELUX target groups, categorised according to the role they play and how they influence our business.

  • Target group definitions

    The VELUX target groups are defined as follows:

    End-users drive the primary demand of VELUX solutions. They can be VELUX customers or they can be potential new customers. The end-user target group covers all age groups and all income groups.

    Building owners drive the primary demand of VELUX solutions by building or owning dwellings with a potential for VELUX solutions. They can be VELUX customers or they can be potential new customers.

    Developers are companies who buy land, build or have builders build residential or commercial buildings, and in some cases sell the buildings for a profit. They create, imagine, control and orchestrate the process of development from the beginning to end. Developers work with many different counterparts along each step of this process, including architects, city planners, engineers, contractors, lawyers, real estate agents and more.

    Installers are skilled craftsmen that advise on, sell and/or install VELUX solutions. The installer is a commercial enabler that is in a position to specify or un-specify VELUX solutions. The installer might be an employee or a business owner.

    Dealers are persons or companies who distribute and sell VELUX products. The dealer might have a physical shop with stock and display of products and/or an online shop.

    Specifiers are advisors for end-users, building owners, developers and installers. Specifiers cover designers, architects and engineers who are in a position to specify or un-specify products from the VELUX product portfolio.

    Media target groups impact our business by posting or publishing stories that affect our corporate reputation and brand awareness, either positively or negatively. It can serve as a channel for delivering messages related to products, business performance, social responsibility, legislative requirements, etc. – and as a means to getting closer to our customers through dialogue and digital interaction.

    Political influencers impact our business by playing a role in the legislative process, as either legislators, authorities or stakeholders. The regulation in focus is mainly related to buildings, energy, sustainability and health.

    Partners impact our business by supplying us with knowledge or materials, by being strategic collaborators or by conducting research in a field of interest to the VELUX Group, e.g. daylight, energy research, indoor climate and health.

    An employee is a person who works for the VELUX Group, hired to fulfill a specific job function. We are around 10,000 employees in about 40 countries, plus many more locations where our interaction with local society plays an important role in our ability to attract and retain good and talented employees. You will also find definitions of each target group in the Dictionary.

  • Working with the target groups

    One brand across target groups

    Following the “one company, one brand” approach, we communicate consistently as one brand across all target groups to ensure optimum recognition with our stakeholders. Make sure to always ask yourself the following questions when preparing the communication:

    • Which of the target groups do we intend to reach with this message?
    • How do we best reach the target group(s) with the message?
    • Which media and communication vehicles are most relevant?
    • What’s in it for the target group(s) – why should they care?
    • Which touchpoints in the customer journey are relevant?
  • Customer journeys and experience maps

    Customer journeys and experience mapshave been developed for all VELUX target groups, commercial as well as non-commercial.

    Designed as metro maps with stations, the VELUX customer journeys map out the separate routes and intersections of the target groups as they travel through the VELUX customer cycle.

    The purpose of the customer journeys is to support us in meeting VELUX target groups at the right place and the right time with the right content. The maps should be used as tools for identifying which touchpoints are important for each target group and what challenges are faced in the different phases.

    The VELUX experience maps take a closer look at each target group. What drives them? What are they focused on? What are they concerned about? The experience maps are a valuable tool for assessing how we can truly assist our target groups and form even closer ties with them.

    Find it on VELUX One

    The customer journeys and experience maps are sensitive VELUX information. Therefore the documents are only accessible for VELUX employees on VELUX One, the VELUX Group intranet.