Claritas Data for Independent Retailers

In the US, population segmentation specialist Nielsen Claritas has partnered with retail buying consortium Nationwide Marketing Group, to analyze customer data from select Nationwide member retailers.

More than two million customer records will be analyzed using the Nielsen Claritas PRIZM lifestyle segmentation system, which classifies US consumers into 66 segments based on socio-economic data such as income, age, race, occupation, and household composition. It also includes information about lifestyle attributes relevant to advertising and marketing strategies, such as where people vacation, what cars they drive and their favorite brands.

The firms say that Claritas' data analysis will help Nationwide retailers create targeted media plans, rather than the mass marketing programs many were implementing previously. The data will also help key vendors partner with Nationwide member stores more efficiently.

Nationwide's more than 2,800 members comprise independent appliance, electronics and furniture dealers with a combined purchasing power of $11bn.

'The end goal is to help these members increase foot traffic into their stores and compete with bigger retailers,' explained Nielsen Claritas VP, Neil Portnoy. 'Big national chains have consumer insights teams who do a lot of this work, but these independent retailers are not that savvy, so we want to help them define or understand trade areas so they can communicate with the right households.'

The analysis, which is expected to be completed in September, will also be provided to an exclusive group of manufacturers.

'By aligning manufacturers and dealers, and leveraging the intelligence gleaned from this study, the focus is on targeting the right customers, with the right message using the right media and measuring results efficiently,' added Adam Thomas, Vice President/Appliances for Nationwide.

Web sites: www.claritas.com and www.nationwidemarketinggroup.org .

Last year, Nielsen combined its NPOWER TV ratings tool with the Claritas PRIZM product to produce a service offering clients insight into the media habits of specific demographic segments.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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