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.

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