Gold Coast Chicago (2016 –2019) Case study · ConsumerView data to study the changing demographic...
Transcript of Gold Coast Chicago (2016 –2019) Case study · ConsumerView data to study the changing demographic...
1 © Experian
O B J E C T I V E : A large retailer was experiencing unexplained declines in sales from a top area and wanted to understand both, why and how to adapt their strategy
S O L U T I O N : Experian’s Custom Analytics team utilized historical ConsumerView data to study the changing demographic trends at within the retailer’s footprint
• Historical Trends: Aggregated and trended ConsumerView data over time, beginning from 2016 through 2019
• Fundamental Changes: Identified how Mosaic segments grew and shrunk within their geographic footprint
R E S U LT S : Our analysis found key shifts within their customer base for Chicago’s Gold Coast:
• Young City Solos (-2%): One of their highest purchasing Mosaic segment had declined
• Power Elite (+5%): A more established Mosaic segment with limited opportunity for sales growth, contributing to lower future sales
• Expansion Opportunity: Analysis uncovered a new market with growth opportunity in the key segment, Young City Solos (+6%). This presents anmarket expansion opportunity that will offset changes in Chicago’s performance
Case studyLarge retailer
A-Power EliteExpanding
5%
Gold Coast Chicago (2016 – 2019)
G – Young City Solos
Contracting
2%
A-Power Elite
Expanding
Arlington, VA (2016 – 2019)
G – Young City Solos
Contracting Flat
6%
A-Power Elite