SymphonyIRI Launches Recession Response Tool
In the US, retail analysis giant SymphonyIRI has launched a new segmentation model called EconoLink, which groups shoppers into specific profiles based on their attitudes and behavior with regard to the economic downturn / recession.
EconoLink looks at shoppers’ financial attitudes, demographics and the impact of the recession on their shopping decisions. It also offers detail about shopper activities - ranging from pricing preferences, use of in-store technology, and level of home research, as well as couponing strategies and retailer preferences.
The segmented profiles range from ‘Downtrodden’, a group which is highly pessimistic about their financial situation, to ‘Optimistic’, those who believe their financial situation is better than a year ago.
Larry Levin, EVP and General Manager, Consumer Insights comments: ‘This segmentation enables manufacturers and retailers to create actionable targeting programs aimed at activating shoppers at varying stages of the path to purchase.’
Web site: www.symphonyiri.com .