1

Lifestyle-based customer segmentation from Acxiom

www.javelingroup.com

2

1. Personicx Geo:

> Postcode-level classification for customer profiling, consumer

research and spatial analysis

Personicx Geo is the primary focus of this document

2. Personicx Household:

> Household-level segmentation used for Direct Marketing

3. Personicx Onliners:

> Individual-level segmentation used for online marketing and research

4. Personicx International:

> Consistent lifestage-segmentation used for cross-territory analysis

5. Personicx Financial:

> Consumer groupings that share similar financial behaviours

Market leading data engine • Consumers

Javelin Group uses 5 customer segmentations produced by Acxiom

Javelin Group and

Acxiom have formed a

strategic partnership

bringing unrivalled

analytics and data

together for the retail

sector

Recent JV project

engagements with

Morrisons, Homeform,

Meyer Bergman,

Habitat, Deliverance,

HobbyCraft...

3

Acxiom captures more original consumer data than any other UK

organisation through the Info Lifestyle Universe (ILU) database:

1.2 million consumer postal surveys conducted annually

0.5 million online surveys annually

5 million warranty card registrations annually

Other 3rd party data sources

Delivers 22 million active records:

No other segmentation uses as much original data to build clusters

Personicx segments are based on behaviours and attitudes (not just

traditional demographics such as age and income):

Census variables (i.e. more “traditional” demographic indicators) are

used to help describe groups, not to build them

Fully updated annually:

Other segmentations relying on Census become increasingly out of

date as 12% of population moves house each year

Market leading data engine • Consumers

Personicx segmentations built using Acxiom’s “ILU” database

Personicx Geo defines 60 lifestlye-based clusters that can be

described in detail in terms of underlying demographics (e.g.

lifestage, affluence) and consumption behaviours:

e.g. Healthy Urbanites are “single professionals

taking an active interest in world news and politics

and could be classed as “opinion formers” but are not

necessarily early adopters of technology. Currently

they live in urban areas in their privately rented or

housing association maisonettes or flats. When it

comes to holidays they opt for the more independent

break, also enjoying adventure and skiing holidays.

Willing to pay a premium for convenience, these

people shop locally or on the internet, particularly

Ocado.com. They have an above average spend on

organic foods, health foods, herbal remedies and

Supplements, suggesting they care about their well-

being.”

Market leading data engine • Consumers

Other example

Personicx Geo

segments include:

Adventurous

Students

Organic & Urban

Flats & Convertibles

Urban Travellers

Striving Students

Independent

Thinkers

Spending, Sporty

Families

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AFFLUENCELowHigh HighLow

KeyDominant group in

catchment

Families

Singles

Retired

19%+ of group in

adjacent age band

Here the 60 groups are

distributed across an

“age/affluence fan.

The key customer

groups using a particular

shopping centre in high

numbers are highlighted

in red.

For example, Group 9

(far left) = “Healthy

Urbanites” (described on

previous slide).

Market leading data engine • Consumers

5

6

Personicx Geo informs

much of our spatial

project work and many

of the other consumer

insight products

developed by Javelin

Group –

RETAILNATION

(catchment and market

size analysis),

BRANDSCORE

(customer profiling tool),

CONSUMERSCORE

(shopper group

segmentation) and X-

SPEND (geographic

spending tool)

Market leading data engine • Consumers

HarlowHarlowHarlowHarlowHarlowHarlowHarlowHarlowHarlow

WatfordWatfordWatfordWatfordWatfordWatfordWatfordWatfordWatford

RomfordRomfordRomfordRomfordRomfordRomfordRomfordRomfordRomford

Southend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On SeaSouthend On Sea

BasildonBasildonBasildonBasildonBasildonBasildonBasildonBasildonBasildon

IlfordIlfordIlfordIlfordIlfordIlfordIlfordIlfordIlford

LutonLutonLutonLutonLutonLutonLutonLutonLuton

ChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsfordChelmsford

BedfordBedfordBedfordBedfordBedfordBedfordBedfordBedfordBedford

StevenageStevenageStevenageStevenageStevenageStevenageStevenageStevenageStevenage

HarrowHarrowHarrowHarrowHarrowHarrowHarrowHarrowHarrow

Hemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel HempsteadHemel Hempstead

Brent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent CrossBrent Cross

Wood GreenWood GreenWood GreenWood GreenWood GreenWood GreenWood GreenWood GreenWood Green

St AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt AlbansSt Albans

WalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstowWalthamstow

EnfieldEnfieldEnfieldEnfieldEnfieldEnfieldEnfieldEnfieldEnfield

Welwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden CityWelwyn Garden City

Bishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops StortfordBishops Stortford

BrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwoodBrentwood

FinchleyFinchleyFinchleyFinchleyFinchleyFinchleyFinchleyFinchleyFinchley

BarkingBarkingBarkingBarkingBarkingBarkingBarkingBarkingBarking

EdgwareEdgwareEdgwareEdgwareEdgwareEdgwareEdgwareEdgwareEdgware

BraintreeBraintreeBraintreeBraintreeBraintreeBraintreeBraintreeBraintreeBraintree

SudburySudburySudburySudburySudburySudburySudburySudburySudbury

CricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewoodCricklewood

HitchinHitchinHitchinHitchinHitchinHitchinHitchinHitchinHitchin

StratfordStratfordStratfordStratfordStratfordStratfordStratfordStratfordStratford

ChingfordChingfordChingfordChingfordChingfordChingfordChingfordChingfordChingford

HollowayHollowayHollowayHollowayHollowayHollowayHollowayHollowayHolloway

Freeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F OFreeport Village F O

WithamWithamWithamWithamWithamWithamWithamWithamWitham

BarnetBarnetBarnetBarnetBarnetBarnetBarnetBarnetBarnet

LetchworthLetchworthLetchworthLetchworthLetchworthLetchworthLetchworthLetchworthLetchworth

The GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe GalleriaThe Galleria

Waltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham CrossWaltham Cross

HampsteadHampsteadHampsteadHampsteadHampsteadHampsteadHampsteadHampsteadHampstead

BiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswadeBiggleswade

HertfordHertfordHertfordHertfordHertfordHertfordHertfordHertfordHertford

HornchurchHornchurchHornchurchHornchurchHornchurchHornchurchHornchurchHornchurchHornchurch

HackneyHackneyHackneyHackneyHackneyHackneyHackneyHackneyHackneySwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss CottageSwiss Cottage

Stansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted AirportStansted Airport

Muswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell HillMuswell Hill

BarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingsideBarkingside

Harlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P'sHarlow R P's

BrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfieldBrookfield

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3. Harlow Catchment • Potential Catchment • White Collar Presence • Personicx Geo

Potential primary catchment boundary

• The “hot-spot” map

highlights affluence levels

across Harlow’s projected

catchment as measured by

the percentage of

households classified in the

top 2 affluent Personicx

groups in each postsector.

• Hotter colours represent

post-sectors with the highest

over-representation of these

affluent Personicx group

households compared with

the UK average.

• N.B. Analysis based on allocation

of all UK post-sectors divided into

quintiles based on number of

affluent Personicx groups (vs.

national average).

Personicx Geo lifestyle demographics also highlight above average affluence levels

Potential total catchment boundary

UK Average= 100

Q1: Top 20%

Q2:

Q3:

Q4:

Q5: Bottom 20%

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Market leading data engine • Consumers

Personicx behavioural segmentations are more discriminating

Personicx Geo is

consistently stronger

than rival segmentation

products at identifying

high and low users of

retail brands and retail

venues

In this illustrative

example 49% of Evans

Cycles’ customers come

from only 10 groups

(16% of UK population)

The same “Top 10”

profile using other

segmentations produces

much lower percentage

Personicx Geo Customer Profile • Evans Cycles • Top 10 Clusters

Classification Benchmarks Index vs. GB

Lifestage

SegmentCluster Name

Average Age

(1=Youngest /

60=Oldest)

(Personicx Code)

Affluence

(1=high /

5=lowest)

UKEvans

Cycles

Evans vs. UK

Index

No Children Healthy Urbanites 10 2 1.5% 9.1% 609

No Children Flats & Convertibles 27 1 1.4% 7.8% 563

No Children Urban Travellers 5 1 1.5% 8.2% 535

No Children Independent Thinkers 24 3 1.2% 4.3% 371

Mixed Single Students 13 3 1.5% 3.7% 250

Families Spending Sporty Families 28 1 2.3% 4.8% 207

Retired Mature Convertible Drivers 53 1 1.1% 2.1% 183

Mixed Gourmet Travellers 43 1 2.0% 3.4% 169

Families Affluent Modern Families 9 1 2.1% 3.5% 162

No Children Adventurous Students 1 3 1.1% 1.6% 152

TOTAL 15.8% 48.5% 308

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Market leading data engine • Consumers

Personicx segmentations can be cross-referenced with other external data

A range of other data is available to better understand each

Personicx group sourced from:

Acxiom surveys:

> e.g. Demographics (age, household structure, car ownership

etc.), newspaper readership, hobbies, shopping patterns,

use of consumer technology, use of financial products,

response to credit crunch etc.

Other 3rd party research

> e.g. Census, TGI Choices (other spending patterns – e.g.

Usage of coffees hops, frequency of cinema usage,

preferred retail brands etc.), TNS Worldpanel (fashion

shopping patterns and brand preferences)

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Market leading data engine • Consumers

Personicx groups can be re-clustered to produce client-specific segmentations

As an example,

CONSUMERSCORE is

a “super segmentation”

of UK shoppers

developed by Javelin

Group which allocates

Geo groups into 10 new

segments based on key

drivers of shopping

behaviour

Examples where this

approach has been

successfully applied

include Ocado, Canons

Gyms, Sit-Up TV

Attitudes (*)

Personal image

Home

Convenience

Service

Impulsive vs planned

Ethical shopping

Brands

Product quality

Local vs. destination

Time poverty

(*) Measured by response

to over 70 attitudinal

statements

2

Behaviours

Spend by category

Preferred

location/channel type

Online spend by

category

Use of mail order

Frequency of usage

(e.g. cinemas,

restaurants)

Market leading data engine • Consumers

10 CONSUMERSCORE segments:

1. Live 4 it now, pay 4 it later

2. “Switched on” spending families

3. Classic, considered, confident

4. Ethical cultured Indies

5. Pottering in the past

6. Strapped 4 cash

7. Blue rinse budget

8. Social but skint

9. Middle England

10. Bargain basement pensioners

2 Market leading data engine • Consumers

2 Market leading data engine • Consumers

Example: “Live 4 It Now, Pay 4 It Later”

Edgy youth-oriented with focus on making the most of now

without worrying about tomorrow

Love adopting all things new, particularly technology

They enjoy high energy activities such as pop/club culture

Fashion matches their hobbies, with high online shopping

They are happy with credit as they see themselves as moving

up in the world so don’t have fear about paying it back over time

They love shopping and enjoy trying new things

• Where do you find a lot of

them:

– Edinburgh, Cardiff,

Nottingham,

Southampton, Newcastle,

Aberdeen

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Global leader in customer information:

6,300 associates worldwide (450 in UK)

Transforms data into in to actionable business insight.

Key lines of business include:

Direct marketing

Database hosting & data Integration

Consumer analytics & segmentation

Location analysis

Lifestyle & demographic data

GIS market data, analysis software

Digital services

Recent JV engagements

with Morrisons,

Deliverance, Meyer

Bergman, Homeform...

Market leading data engine • Consumers

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Javelin Group

1 New Fetter Lane, London, EC4A 1AN, United Kingdom

Telephone +44 (0)20 7961 3200

E-mail: info@javelingroup.com Web: www.javelingroup.com

Acxiom

Park House, Station Road, Teddington, TW11 9AD, United Kingdom

Telephone +44 (0)20 8213 5500

E-mail: info@acxiom.com Web: www.acxiom.co.uk