Marketing Metrix has launched a new tool designed to give brands the chance to harness the vast amounts of information surrounding London and its population.
With constant property developments changing the capital’s skyline and shifts in population from emigration and immigration, London’s communities and consumers are in a marketplace of their own.
As well as its landmarks and diverse culture, London is famous for being a city of “villages”. There is no one definition of a Londoner, with stark differences from neighbourhood to neighbourhood making the capital unique.
Dubbed London Citizens, the segmentation splits the capital into 10 groups and 34 sub-groups, from “socially strapped” and “stretch and skirting” to “innercity singles” and “the good life”. Marketing Metrix claims the tool can be used to improve recruitment strategies, as well as for targeting and developing existing relationships with London’s consumers and communities.
It can also be used across a variety of sectors, essentially any business that wants to deliver a product or service to London’s communities and consumers.
This covers, but is not limited to, many types of organisations: stores, supermarkets, financial services, luxury brands, government organisations, night clubs, charities, hotels, restaurants, exhibitions and conferences etc.
It is particular useful for identifying and engaging with exclusive groups of people and specific types of areas within London, the company claims.
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