Experian
Experian works with more than 40,000 clients across diverse industries, including financial services, telecommunications, healthcare, insurance, retail and catalogue, automotive, manufacturing, leisure, utilities, property, e-commerce and government. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa Mesa, California. Its 13,000 people support clients in more than 60 countries. Annual sales exceed Åí1.3 billion.
Whether you are already running a successful golf range, looking for opportunities to grow revenues or planning a new development, quality customer information should be driving your marketing strategy. If you already have a customer database Experian can provide you with a detailed analysis based on the Mosaic system.
Understanding the Geodemographics of Golf Range Users
What are Geodemographics? Geodemographic cluster systems divide neighborhoods into groups based on similarities in income, education, and household type, as well as attitudes and product preferences. The release of the 2001 Census information from the Office of National Statistics has given marketers a much greater understanding of the 21st century consumer. The Census has provided accurate information on customers’ age, gender, lifestage, occupations and household composition. This information can be combined with other actual data on households, income, credit behaviour and product and media consumption to group households into similar segments.
The Mosaic classification from Experian allocates every household in the UK into one of 61 Types and 11 Groups. A programme of fieldwork and observational research covering the whole of the UK supports the data, allowing a rich picture of the socio-cultural diversity of the nation’s neighbourhoods.
About Mosaic
Experian's Mosaic UK combines over 400 separate data sources and divides the UK adult population into 61 different types and eleven groups covering the full spectrum of British and Northern Ireland society. In addition to the 2001 Census, data sources for Mosaic UK include the ‘edited’ electoral roll, Experian's lifestyle information, house price data, council tax returns, consumer credit behaviour and ONS local area statistics.
Mosaic UK is a household-based consumer classification system which is widely used by organisations in the commercial and public sector to analyse the socio-economic composition of UK consumers at household address or postcode. It is by far and away the most used system for helping commercial organisations in all industry sectors analyse potential and existing markets for their products and services. It is also a key tool in retail site location. Mosaic UK can also be used by central and local government to identify areas of real social deprivation and to allocate remedial resources more effectively across the UK. More recently, Mosaic UK has been used by the Police to better understand patterns of offending and improve detection rates by better allocation of police resources.
Who is a typical golf range user? Mosaic identifies “Corporate Chieftains” as being the Type most likely to participate in golf. These are “very wealthy people, many of whom are senior business managers, living in large detached houses in outer metropolitan suburbs. The traditional family unit is well represented here, with middle-aged couples and two children, often teenagers or students. Home life will figure highly in the daily routines, but the primary breadwinner, usually male, works long hours, and 'quality time' with the family is likely to be very restricted.”
Commentary is also provided on leisure time and consumer behaviour – “These people are very wealthy in terms of both income and capital. Sporting activities include golf, skiing and yachting. Their interests also include the Arts, theatre, classical music, eating out and socialising with friends, family and business colleagues. Although they generally have conservative values, these people are innovators and respond quickly to change.” But, golf ranges have a broader profile than traditional golf club membership. ……… So how can this information help golf range owners? Mosaic data can help: - understand the demographic mix of customers around a site - understand who your most valuable customers are and where to find more of them - help to target marketing activities more effectively - quantify market potential for business planning Mosaic in action - an example. The x golf centre is approximately 1 mile south of the centre of Maidenhead. Firstly, a catchment area around the site is built using the OGRO standard definition of 11 minutes drive time using the weekday off peak travel time period.This shows that there are nearly 37,800 households within the catchment. Within this, there is over three times the national average proportion of Mosaic Group A – “Symbols of Success”. Symbols of Success are the most affluent households in the UK. There is also a significant over representation of Mosaic Group B – “Happy Families”. This tells us that the area is affluent, with mainly families and a focus on career and home. Both of these Groups have a high propensity to play golf.
We know that postal sector SL6 3, White Waltham, has the highest number of these target Mosaic Groups. Therefore, any advertising in local newspapers or leaflet campaigns should be concentrated in that area in order to reach the maximum number of potential members.
Once member’s postcodes have been collected, further analysis can offer a greater insight into what type of people visit the golf centre, how far they travel, who spends the most, visits most frequently and at what time of day. Different offers can then be developed to suit these markets.
This example uses information from the unique pack that Experian has developed for OGRO members. Two packs are available:
Understanding your Customers and Understanding your Catchment Area.
OGRO Premium Members can get these specially designed Experian Mosaic reports at a significant discount, OGRO ordinary members can also get these reports at a specially negotiated price.
Area Analysis Pack OGRO Ordinary Members £350, OGRO Premium Members £250
Customer Analysis OGRO Ordinary Members £850, OGRO Premium Members £750For more information about Mosaic visit www.business-strategies.co.uk
For more information about Experian, visit the company's web site at www.uk.experian.com
Please contact Rosa Evans at Experian for further information on 0115 9685127 or email rosa.evans@uk.experian.com
