Who is it for?
Whether you're in jewellery or petrol, supermarkets or pubs, SPA Segmentz is for you. Over the last ten years , SPA Marketing has provided retail consultancy and market segmentation for pubs, off licences, travel, grocery, finance, furniture and fashion. We found so much in common across all these sectors that we realised we could develop a market segmentation system to work throughout retailing.

What is it?
SPA Segmentz is a multi-dimensional classification system - Britain 's first standard retail market segmentation, covering all multiple retailers from fashion to filling stations, from Pizza Express to Little Chef. Segmentz classifies each outlet on four dimensions:

1	GeoDems - classification according to the kinds of people living nearby. Are they rich or not so rich? Young or not so young? Click here to see the GeoDem segments.
2		WorkPlace - classification on the numbers and kinds of people working nearby. Are there tens of thousands, a few hundred, or just a handful? And are they financial whiz kids, factory workers, or farmers? Click here for a list of Workplace segments
3	Retail Mix - classification by the kinds of retailing that makes up the retail environment in the immediate locality. Click here for the list of Retail segments
4		Competition - based on distance to the nearest branches of major competitors. Click here for details.

Why use it?
SPA Segmentz helps you understand what makes your business tick. It helps you plan in a changing world. And it helps you apply that understanding - and roll out your plans - consistently across brand development, new site selection, acquisition, positioning, buying, merchandising and all the countless day-to-day activities.

What do you get?
SPA Segmentz comes on CD - SegMentor. SegMentor lets you find the bits you want, and allows you to see them in a variety of ways (maps, reports etc). You could take the full database of all multiple retailers classified. But most clients license access only to their own sector (eg Fashion or Pub Chains, etc.) You could even to take Babywear & Maternity, Childrenswear and Variety Stores to get Woolworths too if that's what you want. It's all designed to give you the most relevant information at a reasonable cost.

Segmentz on CD using SegMentor : a library of data & results, and all in the privacy of your office.

Tactical Branch-Level Information
SPA Segmentz classifies every outlet of all multiple retailers listed by Retail Locations Ltd. The CD gives each outlet's segment codes and the data used to classify it. Reports for each outlet are as follows:

4	Competition/Branch Facts: address, GeoDem, Workplace & Retail segments; nearest … motorway, airport, station, M&S, chosen competitor(s) branch; number of competitors within chosen distance.	click on blue text/images for details
3	Retail Mix: total retailers, total multiples, multiples by type, retail parks, concessions.
2	Workplace: in-commuting, workplaces, total workers, mix by industry, postcode type.
1	GeoDems: age births, social class, ethnic mix, cars, children, students, MOSAIC and Expenditure estimates - all available for both 0.5-mile and 2-mile catchments.

Strategic Overview Information and Maps
SegMentor software also provides strategic summaries to help you understand the context:

click on image for details		Segment Profile - eg Next v all clothing by GeoDem segment. Compares selected retailer(s) and base by one of GeoDems, Workplace, Retail, or Region
		Segmentation Crosstab - eg Thomas Cook by GeoDems and Workplace. For selected retailer(s) cross-tabulate any two of GeoDems, Workplace, Retail, and Region. click on image for details
Competitor Presence - eg % population by Postcode Area within 2 miles of Tesco. Or map it! For selected retailer(s) and one variable (population, MOSAIC, or number of outlets). Competitor Overlap - eg number of Victoria Wine by distance to nearest "big 5" supermarket For two selected retailer(s) - FROM one TO the other. Results are numbers of FROM outlets.

	Mapping - selected outlets shown as colour-coded dots, or competitor strength shown by area shading.
	Charting - segment profiles as colour charts for presentations etc.
	Documentation - full on-line descriptions of the segment Groups and Types, plus example analyses.

… So What Does It Mean?
SPA Segmentz helps tackle some of the big questions.
Why are branch sales there so good (or so poor)? Why is sales growth so variable - and what can I do about it? Should I merchandise some stores differently? How do I find more "winners"? What difference does competition make? Where should I open new outlets? Should I close it? Where would the new premium range do best? Which branches should I re-brand?

Segmentz helps you to spot patterns and trends and work out what they mean. And it's all on CD!

Want to know more?
For more information or to discuss how it can be applied to your business email or call us on 01926 451199.

Download Examples
Take a look at some sector specific examples, select the paper you'd like to download (you will need Acrobat Reader to view the information click here to download the free reader from Acrobat)

Booze Wars	: From one offie to another.
Pub Focus	: See some of the pubs you know and love.
Food for Thought	: Reviews the Good Food Guide - general use.
Putting Brands on the Map	: For the right number of stockist in the right places.
Fashion Focus	: Looks at the Fashion Industry from New Look to Jaeger.
Location, Location, Location	: Based on the Restaurant Industry, from Little Chef to mPizzaPiazza.
Travel Planner?	: With internet, call centres etc - it's a changing industry how mdoes retail fit ?

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SPA Marketing Systems Ltd
Leamington Spa, Warks, CV32 6PT
Tel 01926 334978
Email:info@spamarketing.co.uk or Contact us

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