Segments Types

The Big Idea
Segmentz classifies ALL retail outlets on the SAME four dimensions:

GeoDems: the kinds of people living nearby

Workplace: the kinds and numbers of people working nearby

Retail Environment: the character of local retailing

Competition: the concentration and character of competitors nearby

GeoDem Segmentz: the kinds of people living nearby
A total of 32 detailed GeoDem Types are grouped into nine top-level Segmentz G1 - G9. Up-market & younger segments are top of the chart, with down-market & older ones towards the bottom.

GeoDem Segmentz	Booze Buster	Odd bins	Wine Rack	Sainsbury	Tesco	Marks & Spencer
G1 Up-Market Urban Singles	10	547	140	94	59	263
G2 Young Family & Suburban	67	5	51	163	188	22
G3 Up-Market Family Suburban	83	129	321	133	92	23
G4 Up-Market Older Mix	39	193	88	138	72	810
G5 Elderly & Retirement	85	51	156	74	112	67
G6 Rural & Semi Rural	0	0	0	10	21	0
G7 Multicultural Urban Young	44	63	17	145	123	159
G8 Down-Market Family	230	7	14	71	108	12
G9 Down-Market Older Mix	78	43	19	80	84	445

Figures are indexed: 100 = GB average for retail postcodes.

Workplace Segmentz: the kinds and number of people working nearby
The 37 detailed Workplace Types are grouped into nine top-level Segmentz W1-W9. Top of the chart are major employment centres dominated by financial and other services with a distinct up-scale bias. At the bottom are residential and other areas with relatively few jobs of any kind.

Workplace Segment	Booze Buster	Odd bins	Wine Rack	Sainsbury	Tesco	Marks & Spencer
W1 Major Magnets	0	355	89	15	31	161
W2 Large Centres	170	42	146	64	329	1245
W3 Industrial Zones	59	21	34	110	134	8
W4 Distribution Zones	36	85	64	92	105	496
W5 Service Zones	14	418	273	178	128	110
W6 Housing & Industry	170	7	51	92	109	1
W7 Homes & Distribution	136	51	143	119	157	27
W8 Dormitory & Service	167	80	146	66	73	1
W9 Agricultural & Mixed	9	0	0	14	17	0

Figures are indexed: 100 = GB average for retail postcodes.

Retail Environment Segmentz: the character of local retailing
35 detailed Types make up Retail Segmentz R1 – R9. Top are prime High Street comparison sites; at the bottom, local service centres, & residential/rural zones with little retailing.

Retail Segment	Booze Buster	Odd bins	Wine Rack	Sainsbury	Tesco	Marks & Spencer
R1 High Street I	15	172	39	127	95	3528
R2 High Street II	46	226	145	93	85	16
R3 Retail Park I	19	119	0	479	305	172
R4 Retail Park II	42	30	41	105	111	0
R5 Car Sales	0	19	10	16	28	0
R6 Business/Mixed	35	130	87	170	155	1
R7 Local Services	194	104	256	68	85	0
R8 Residential	237	20	58	80	106	0
R9 Dispersed	6	0	0	20	58	0

Figures are indexed: 100 = GB average for retail postcodes.

Competition Segmentz: the concentration and character of competitors nearby
Competition is the least standardised Segmentz dimension: what constitutes competition depends on what you sell!

In analysis, we might define a cut-off distance and use it to look at:

All local competitors – total number of outlets in the same sector (within cut-off)

Key local competitors – number of branches of key multiple competitors (within cut-off)

Distance to nearest competitors – useful for work on isolated & non-traditional sites.

Results would then be used to classify each outlet on the same basis.

For example, we might classify current and former Building Society branches on whether they faced competition (e.g .within 0.25 miles) from several, one, or none of the “major players”. If appropriate to purpose of the analysis, the traditional banks could be treated as “major players”. Or we could treat traditional banks separately – distinguishing between branches facing competition from major Building Societies (including ex Building Societies) and those facing competition from both big Building Societies and the big Banks. Good analysis calls for common sense not sophistry.

Interested?
To discuss your segmentation requirements, Contact us, email us at info@spamarketing.co.uk or call SPA on 01926 334978.