Baby Boomer Segmentation:

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3. Store Attributes. These may range from physical store attributes like size and presence of specific departments to proximities to high traffic intersections or landmarks like beaches or universities. 4. Performance Attributes. These can range from basic sales rates to promotion response to consumer-driven category opportunity gaps. Dynamic clustering brings criteria together into a cohesive framework that leverages critical differences within the store segments. Some companies may be able to execute effectively using just two clusters; others may require 200; but clustering is a necessary prerequisite for integrating action to “crack the retail C.O.D.E.” Step 4: Executing for the consumer The final step in the C.O.D.E. approach takes us full circle, back to the consumer and how best to shape and direct activities to each store or cluster’s shoppers. Merchandising strategies based on item roles, promotional and sampling programs, space and facing allocations—all tailored to defined dynamic clusters—can now be managed by following the four-step C.O.D.E. The C.O.D.E. approach makes high definition marketing possible, allowing marketers and retailers to zero in at the most granular level possible—the store. Working from a shared viewpoint, with shared definitions for target clusters or stores, manufacturers and retailers can collaborate on promotional and assortment strategies with optimal appeal to the right set of consumers, and operational strategies that take cost out of the system by reducing inefficiencies such as out-of-stocks and distribution voids. The C.O.D.E. holds the secret to finding opportunity gaps, making the most of consumer profile information, and improving logistical execution to squeeze more bottom-line profit out of even more top-line sales. See pages 48 and 49 for a case study that illustrates the C.O.D.E. process in action. C i 46 Fall/Winter 2006
Mark Your Calendars 2007Consumer 360 Conference May 14–17 The Westin Diplomat Resort & Spa 3555 South Ocean Drive Hollywood, Florida The number one marketing and information conference. www.consumer360.com ® presented by
Page 1 and 2: CONSUMER Insights today for tomorro
Page 3 and 4: 4 On the Cover: Baby Boomer Segment
Page 5 and 6: 1. Consumer Profiling—accurately
Page 8 and 9: Simply put, there is no shared cult
Page 10 and 11: Chart 4: Segmenting Baby Boomer hou
Page 12 and 13: Chart 5: New family configurations
Page 14: Global Household Product Sales: Inn
Page 17 and 18: Stepping Outside Your Own Borders?
Page 19 and 20: garbage bag sales (40%), almost env
Page 21 and 22: Identify and Target High Opportunit
Page 24 and 25: Equally different All teens are not
Page 26 and 27: Aligning the cross hairs For market
Page 28 and 29: While we can only speculate about w
Page 30: Employee Empowerment: The Key to Ca
Page 33 and 34: The Answer for Busy Professionals S
Page 35 and 36: Open your window to collaborative b
Page 38 and 39: Gas Price Hikes continued from page
Page 40 and 41: Concurrently, the competing warehou
Page 42: Chart 5: Rising gas prices will imp
Page 46 and 47: the potential demand. The result is
Page 50 and 51: Cracking the C.O.D.E. A Case Study
Page 52: Trendwatch Walk-In Retail Clinics:
Page 55 and 56: Track the New Health & Wellness Tre

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