Acxiom® Study Reveals Insights on Evolving Consumer Shopping Behaviors in Trying Economic Times
13 Januar 2009 - 4:39PM
Business Wire
As retailers struggle to recover from dismal holiday sales and
the dramatic pullback in consumer spending, a new study from
Acxiom� Corporation (Nasdaq: ACXM) offers retail marketers new
insights on improving sales performance by using the right media
mix to target consumer segments most likely to spend. The latest
Retail Consumer Dynamics (RCD) study, which was released today at
the National Retail Federation�s Annual Convention and Expo in New
York, reveals how consumer shopping behaviors are changing during
the down economy, making pinpoint marketing strategies imperative
for retailers� survival.
Building off Acxiom�s nine consumer behavioral segments, RCD
explores the influence of marketing media and how it differs by
segment and by product category within each segment. While mass
marketing and word of mouth continue to be among the most
influential media across all nine segments, consumers are
increasingly turning to the Internet before purchasing. For
example, the segment identified as Potential Rebounders �
those likely to loosen up on spending sooner � appears more likely
than other segments to use online research before purchasing
electronics, appliances, home d�cor and jewelry. To appeal to this
segment, retailers in these categories should consider having a
robust online presence providing pricing, features/benefits and
product availability.
�Even in this challenging economy, retail marketers can use
pinpoint marketing tactics to direct messages to specific consumer
segments based on their interests, behaviors and shopping
processes,� said Jim Harold, Acxiom�s industry executive for the
retail and consumer markets. �This direct approach for
communication with the consumer will have a greater effect on
shopping decisions, which in turn will produce a higher return on
marketing dollars spent.�
The study also revealed:
- As media options increase, the
influence of specific types of media on different segments has
become more fragmented, making it more important that marketers
test and refine their messages.
- It�s My Life appears to
be more influenced by direct mail, email and new media than other
Potential Rebounder segments.
- Eye on Essentials shows a
higher response to mass media, digital, email and new media.
- Squeaking By demonstrates
greater responsiveness across all forms of media except new
media.
- Segments respond differently to
media when focused on specific retail categories. When looking at
electronics vs. apparel:
- It�s My Life is more
likely to be influenced by media than other Potential Rebounder
segments.
- Eye on Essentials and
Squeaking By are the most likely to be influenced by media
for both retail categories.
- Consumers are increasingly using
the Internet to conduct research prior to purchasing, yet this
influence varies by product category.
- Potential Rebounders
across all segments are more likely to research products including
electronics, appliances, home d�cor and jewelry.
- Full Spend Ahead is more
likely to research home improvement, jewelry and auto parts.
- Tight with a Purpose
shows a higher likelihood to research apparel and beauty care
products.
Additionally, while consumers are conducting far more online
research than ever before, traditional brick and mortar, in-store
shopping is still preferred. It is important that marketers
effectively link these customer experiences by communicating
pertinent information online to drive in-store visits and
purchases. By linking consumer touch points, marketers can enhance
the customer experience with personal messaging and utilize a
targeted media delivery that will best connect with the consumer to
create the best potential to a purchase.
�Today�s retailers are faced with myriad challenges ranging from
economic uncertainty, to increased complexity in channel mix, to
highly scrutinized marketing programs that must be measurable,�
said Harold. �Retailers who utilize the study will have an arsenal
of knowledge to develop and prioritize highly effective marketing
programs, streamline budget allocations and increase the return on
their marketing investment.�
The Acxiom Retail Consumer Dynamics study is based on an
integrated data set combining consumer survey study findings with
Acxiom�s consumer demographic, life stage and lifestyle
information. Acxiom used survey data from BIGresearch, a consumer
intelligence firm, and insight into online/website behavior from
comScore, a global Internet information provider, to develop
models, insights and analytics on the nine consumer segments.
The RCD study is powered by Acxiom�s InfoBase-X�, the largest,
most accurate, comprehensive and multi-sourced data collection of
U.S. consumer information in one source, and by PersonicX� Classic,
Acxiom�s household-level segmentation suite that places U.S.
households into one of 70 distinct segments and 21 life-stage
groups based upon specific consumer behavior and demographic
characteristics.
For a copy of Acxiom�s Retail Consumer Dynamics study, please
link to http://www.acxiom.com/retail_consumer_dynamics
About Acxiom
A global leader in interactive marketing services, Acxiom
connects clients with their customers through deep consumer
insight, powering effective and profitable marketing initiatives
and business decisions. Our consultative approach spans multiple
industries and incorporates decades of experience in consumer data
and analytics, information technology, data integration and
consulting solutions for effective marketing across digital,
Internet, email, mobile and direct mail channels. Founded in 1969,
Acxiom is headquartered in Little Rock, Ark., and serves clients
around the world from locations in the United States, Europe and
Asia-Pacific. For more information about Acxiom, visit
www.acxiom.com.
About Acxiom Retail and Consumer Markets
The world�s leading retail and consumer goods companies rely on
Acxiom�s consumer-centric solutions to acquire, grow and retain
loyal and profitable customer relationships by optimizing their
marketing dollars.
About BIGresearch
BIGresearch is a consumer intelligence firm providing analysis
of behavior in areas of products and services, retail, financial
services, automotive, and media. BIGresearch�s syndicated
Simultaneous Media Survey (SIMM) is focused on consumers to gauge
their consumption across media, products and services. Marketers
can use SIMM to develop the types of consumer-centric marketing
plans required to increase advertisers� ROI. The SIMM monitors more
than 15,000 consumers twice each year. They also conduct the
Consumer Intentions and Actions Survey (CIA) which monitors the
pulse of more than 7,000 consumers each month. BIGresearch's
methodology provides the most accurate consumer information in the
industry with a margin of error of +/- 1 percent.
http://www.bigresearch.com
About comScore
comScore is a global internet information provider to which
leading companies turn for consumer behavior insight that drives
successful marketing, sales and trading strategies. comScore�s
experienced analysts work closely with clients to identify their
business objectives and determine how they can best apply and
benefit from comScore�s vast databases of consumer behavior.
comScore maintains massive proprietary databases that provide a
continuous, real-time measurement of the myriad ways in which the
Internet is used and the wide variety of activities that are
occurring online.
Acxiom (NASDAQ:ACXM)
Historical Stock Chart
Von Jun 2024 bis Jul 2024
Acxiom (NASDAQ:ACXM)
Historical Stock Chart
Von Jul 2023 bis Jul 2024