Book Excerpt: 'The 50-Plus Market'

Share this article:
Geodemographics can be used to describe the characteristics of consumers in the catchment areas of retail outlets. The promotion and merchandising of retail outlets can be optimized for the types of consumers in their local market. The accuracy can be enhanced by combining trading data from other outlets with similar geodemographic segments.


There is a global set of geodemographics segments that apply to older people. If a marketing strategy extends over multiple countries, there is the potential to use the same global geodemographic segments.


In some countries, people's ages can be predicted by combining geodemographic segmentation with publicly available information. In the UK, this data can be gleaned from the electoral register. If the age of consumers is an important marketing factor, then this technique provides a powerful way to predict its value.


www.dmnews.com/pdffiles/50plusmarket2.pdf


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Generating Loyalty for Brands and Retailers in an Omnichannel World

Generating Loyalty for Brands and Retailers in an ...

Harnessing personas, loyalty programs, and new technologies can help marketers better connect with customers.

News Byte: Salesforce Forms Unit to Focus on Verticals

News Byte: Salesforce Forms Unit to Focus on ...

The industries business unit, led by ex-White House CIO Vivek Kundra, will serve six industry groupings.

Columbia U. Puts the "Do" in "Donation"

Columbia U. Puts the "Do" in "Donation"

Columbia University raises nearly $7 million in donations in just 24 hours with a combination of social media, live events, and gamification.