Harry & David
Market Segments
Actionable, Predictive
Segmentation Model
•PRIZM describes every U.S.
Household in terms of 66 distinct
lifestyle types, called “segments”
•Every segment gives extremely
detailed quantifiable data on
consumer markets, including
travel, eating out, shopping,
demographics, media
consumption and psychographics
•RDA can plan H&D campaigns
and media strategies for targeted
market segments using PRIZM to
answer: Who are the targets,
What are they like, Where can I
find them, How can I reach them
in direct response, online, on TV,
in print, out of home and near
stores.
Harry & David
Core Consumer Stats
• 21 Market Segments make up the H&D Core
Consumer Profile
• The Core Consumer Profile entails about 35.7
million households around the country
• 68% of the core consumer segment comes from
31% of United States households
• The average order of the Core Consumer is 1.6
items
• The average amount spent by the Core Consumer
is $134.51
Harry & David
Core Consumer Segments
•
•
•
•
•
The Drivers (5.13% comp)
The Ready but Steadies (6.22% Comp)
The Good Life's (7.2% Comp)
The Gatsby’s (6.6% Comp)
The Jones (5.89% Comp)
The Drivers
(5.13% Comp) (196.25 Index Average)
• The Drivers consist of:
–
–
–
–
Beltway Boomers (0.97% Comp)
The Cosmopolitans (1.15% Comp)
New Empty Nests (1.06% Comp)
Money and Brains (1.95% Comp)
• The Drivers always have their foot on the pedal. Whether it is
traveling to a different part of the world or taking a trip down to the
local wholesale store, these older individuals know what they want
and will not stop until they get it. The car brand of choice to get
around the city and suburbs for The Drivers is Lexus. Their generous
paycheck is spent at department stores like Nordstrom's and
Bloomingdales.
The Drivers Stats
•
Beltway Boomers
– Index: 136
– Average item order: 1.53
– Average amount spent: $104.12
•
The Cosmopolitans
– Index: 175
– Average item order: 1.5
– Average amount spent: $144.10
•
New Empty Nests
– Index: 152
– Average item order: 1.37
– Average amount spent: $139.54
•
Money and Brains
– Index: 322
– Average item order: 1.48
– Average amount spent: $118.81
The Drivers
• Consumer Behaviors
– Buys classical music
– Contributes to NPR
• Media Behaviors
– Watches 60 Minutes
– Reads the Sunday Paper
• Demographics
– 45+ age group
Ready but Steadies
(6.22% Comp)
(173 Index Average)
• The Ready but Steadies consist of:
–
–
–
–
Middleburg Managers (2.00% Comp)
Second City Elite (1.28% Comp)
Pools and Patios (1.32% Comp)
Brite Lites, Li’l City (1.62% Comp)
• Do not be fooled by the name Ready but Steadies. They might enjoy
where they are in life now, but can always move on to something
different. Hailing from second cities this middle aged artsy group is
climbing to the peak of success. Mostly without kids the Ready but
Steadies enjoy theater dance productions as well as books on tapes.
It would not be uncommon to find someone in this group in a store
like Crate and Barrel or Pottery Barn.
Ready But Steadies Stats
•
Middleburg Managers
– Index: 121
– Average item order: 1.5
– Average amount spent: $101.62
•
Second City Elite
– Index: 214
– Average item order: 1.59
– Average amount spent: $134.64
•
Pools & Patios
– Index: 176
– Average item order: 2.17
– Average amount spent: $219.04
•
Brite Lites, Li’l City
– Index: 181
– Average item order: 1.58
– Average amount spent: $188.71
Ready but Steadies
• Consumer Behaviors
– Shops at Talbots
– Owns Timeshares
– Drives a Subaru Forester
• Media Behaviors
– Reads Macworld
• Demographics
– 35-64 age group
The
Good
Life
(7.2% Comp) (243.75 Index Average)
• The Good Life consist of:
–
–
–
–
Big Fish, Small Pond
God’s Country
Country Squires
Fast Track Families
• The Good Life is the high life. High powered jobs with laid back
leisure is the name of the game. The Good Life's enjoy days at the
country club playing golf or spending quality family time on the
power boat. These mid-age, upscale, town dwellers love cruising
around in their BMW or Cadillac and making a stop at the local L.L.
Bean. Wholesale websites such as Zappos.com, Amazon.com and
Buy.com are among some of their favorite shopping sites.
The Good Life Stats
•
Big Fish, Small Pond
– Index: 203
– Average item order: 1.88
– Average amount spent: $132.61
•
God’s Country
– Index: 283
– Average item order: 1.57
– Average amount spent: $166.95
•
Country Squires
– Index: 362
– Average item order: 1.6
– Average amount spent: $155.21
•
Fast Track Families
– Index: 139
– Average item order: 1.69
– Average amount spent: $164.66
The Good Life
• Consumer Behaviors
– Rents Pay-Per-View movies
– Business Travel by airplane
– Takes golf vacations
• Media Behaviors
– Netflix
– Watches the Masters
• Demographics
– Mostly 35-54 age range
The Gatsby’s
(6.6% Comp) (249.6 Index Average)
•
The Gatsby’s consist of:
–
–
–
–
–
•
Kids and Cul-de-sacs
Upward Bound
Young Digerati
Winners Circle
Blue Blood Estates
The Gatsby’s are the epitome of the “American Dream”, young, wealthy, diverse,
suburban families that pride themselves on education and fun. Taking family
vacations, being a soccer mom and having a high level business executive job
would all describe how The Gatsby’s operate. Million dollar homes filled with top
of the line Thomasville furniture and closets decked out with Neiman Marcus
department store suits is just one of the ways The Gatsby’s stay trendy and on top.
Do not let the money fool you though. The Gatsby’s know what is important and
that is their family/children. That is why the Disney Store, Nickelodeon and
ToonDisney are Gatsby household names.
The Gatsby’s Stats
•
Kids & Cul de Sacs
–
–
–
•
Upward Bound
–
–
–
•
Index: 205
Average item order: 1.29
Average amount spent: $89.73
Winners Circle
–
–
–
•
Index: 176
Average item order: 1.5
Average amount spent: $111.57
Young Digerati
–
–
–
•
Index: 131
Average item order: 1.66
Average amount spent: $114.52
Index: 416
Average item order: 1.46
Average amount spent: $136.79
Blue Blood Estates
–
–
–
Index: 320
Average item order: 2.12
Average amount spent: $224.19
The Gatsby’s
• Consumer Behaviors
– Shops at Target.com
– Shops at Expedia.com
– Takes ski/snowboarding trips
• Media Behaviors
– Orders Video-On-Demand
• Demographics
– Majority is 25-44 age range
The
Jones
(5.89% Comp)(226 Index Average)
• The Jones consist of:
–
–
–
–
Movers and Shakers
Executive Suites
Home Sweet Home
Upper Crust
• There is no point in trying to keep up with these middle age and
wealthy people. The Jones take full advantage of not having any
children by starting their own businesses, working at home and
chilling at the country club. If they are not shopping at Saks 5th Ave,
IKEA or J-Crew, most likely The Jones will be at home watching
Saturday Night Live or The Office. To get around the suburbs this
group likes to ride in style so, Mercedes, Acuras and Range Rovers
are all common.
The Jones Stats
•
Movers & Shakers
– Index: 339
– Average item order: 1.46
– Average amount spent: $172.14
•
Executive Suites
– Index: 177
– Average item order: 1.56
– Average amount spent: $78.23
•
Home Sweet Home
– Index: 110
– Average item order: 2.3
– Average amount spent: $146.99
•
Upper Crust
– Index: 278
– Average item order: 1.45
– Average amount spent: $152.614
The Jones
• Consumer Behaviors
– Has in home exercise equipment
– Owns Pets
– Rents or buys exercise videos
• Media Behaviors
– Reads Wired Magazine
– Watches the Style Channel
• Demographics
– White collar jobs downtown
– Between 35-55 years old
Harry & David
Opportunities for the Future
• We found 8 consumer segments that have
potential for Harry & David. If marketed to more,
these 8 consumer segments have the possibility
to increase sales for Harry & David. With
research, we found that these 8 segments,
averages do not differ from the core consumer
segments that much. Lastly, we broke those 8
segments in to 2 groups.
• Introducing:
– Team Adventures
– The Renaissance
Team Adventures
• The Adventures consist of:
– Red, White, and Blues
– Greenbelt Sports
– Big Sky Families
– Mayberry-ville
Segment
Red, White and Blues
Greenbelt Sports
Big Sky Families
Mayberry-ville
Adventures Total=
Adventures Average=
Urbanicity
Town
Town/Rural
Rural
Town/Rural
Income
Lower-Mid
Upper-Mid
Upper-Mid
Upper-Mid
Age
35-54
35-54
25-44
35-54
Kids?
w/o kids
w/o kids
w/ kids
w/o kids
Race
W
W
W
W
% Comp Index
1.08
1.39
1.86
2.41
Avg. OrderAvg. $
Avg. $ Index
% Index
28 2.66667 227.333 163.5492
27.7
80 1.18182 178.078 128.7738 79.8561
54
1.7 155.782 112.0734
54.3
50 2.08333 164.098 118.0564
50.207
212.0631
53.01578
Team Adventure
• Team Adventures are young, rural adults who
love to be outside in the wilderness. You name
it, hunting, fishing and canoeing are all
pleasures for these midscale income people.
Four Wheeling or riding in their diesel pick up
truck is the easiest way to get around to the
local Lowes store. Partaking in a bidding war
on ebay.com or watching the lottery numbers
on TV sum up these once blue collar workers
turned service industry employees.
The Adventures
• Consumer Behaviors
– Drives a Subaru Legacy
– Orders from Lands End
• Media Behaviors
– Watches the Daytona 500
– Reads Bass Master Magazine
• Demographics
– 6.74% of the potential market
The Renaissance
• The Renaissance consist of:
– Family Thrifts
– Bohemian Mix
– New Beginnings
– Multi-Culti Mosaic
Segment
Family Thrifts
Bohemian Mix
New Beginnings
Multi-Culti Mosaic
Renaissance Total=
Renaissance Average=
Urbanicity
Second City
Urban
Suburban
Urban
Income
Lower-Mid
Midscale
Downscale
Lower-Mid
Age
<45
<55
<45
35-54
Kids?
w/ kids
Family Mix
Family Mix
Mostly w/ kids
Race
W,B,H,Mix
W,B,A,H,Mix
W,B,A,H,Mix
W,B,A,H,Mix
% Comp Index
1.82
1.79
1.4
1.68
22
90
36
24
Avg. OrderAvg. $
Avg. $ Index
% Index
1.5 365.935 263.2626
21.97
1.375 160.532 115.4906
90.502
1.75
153.78 110.6331
26.84
1.25 184.163 132.491
23.8
163.112
40.778
The Renaissance
• The name says it all. The Renaissance is the
rebirth. Diverse in all aspects, The Renaissance
group is up on all the latest trends and movies.
Not the richest group but they do well with what
they have. Express clothing store and the fuel
efficient Volkswagen allow them to save for
premier items. These adults in transition have
kids and live a faster paced life in the city and
suburbs. Mostly Immigrants, The Renaissance
group is like a baby and wants to see what
America has to offer.
The Renaissance
• Consumer Behaviors
– Shops at Walgreens and CVS
– Drives Kia and Suzuki brand cars
• Media Behaviors
– Watches:
• Univision
• Telemundo
• Premios Juventud
• Demographics
– Entry level jobs
– 6.69% of the potential market