DLX Syndicated Segments

DLX Syndicated Segments
DLX Syndicated Segments
4
There is no better predictor of future behavior than how a consumer has spent his/her
money in the past. DLX Retail segments are built to find the right audience for your
product or service. These are consumers that have shown a high propensity to purchase
in their respective categories from across 1,200 U.S. Retailers – via catalog, physical
store or online.
18
Datalogix has modeled U.S. consumers into DLX Lifestyles by analyzing where
consumers shop, how they shop, what products and brands they purchase, the
publications they read, and their demographic and psychographic attributes. By
blending these elements together, DLX Lifestyle segments provide insights into
who these consumers are, their interests and their daily activities.
25
Datalogix has partnered with several leading 3rd party data providers to better
understand U.S. consumers and households. These segments are based on data
collected from the U.S. Census, warranty cards, registration information, DMV, public
record information, survey data and other offline sources. To ensure data integrity,
consumers are not included in a DLX Demo segment unless validated by at least two
data sources.
Consumers are not relegated to one segment – they can qualify for multiple segments
as determined by their DLX Index score.
Datalogix is a member of the Direct Marketing Association, Interactive Advertising
Bureau, Digital Advertising Alliance and Network Advertising Initiative.
2
How are DLX segments created?
1
define the audience
Who are you trying to reach? For example:
Children’s product buyers
• Purchased within the last 12 months (Recency)
• 4+ toy purchases (Frequency)
• Greater than $150 spent (Monetary)
2
determine affinities
3
identify qualified consumers
4
validate DLX Index Score
Using proprietary modeling techniques, the intricate relationships among the
target group are examined. Five years of transaction history, rich demographic
profiles, hobbies, interests – billions of data points – are analyzed to find
similarities and correlations.
By cross-referencing these common behaviors against the Datalogix
database of 210M consumers, we identify millions of qualified consumers that
fit the segment.
DLX segments are designed to index at 300+, meaning consumers do not
qualify for a particular segment unless they are at least 3 times as likely as the
average U.S. consumer to exhibit the desired behavior.
3
children’s products buyers
From strollers and car seats to
educational products and children’s
clothing, these buyers spare no expense
when it comes to their children or
grandchildren.
sample frequent purchases
• Children’s apparel
• Children’s furniture
• Toys & games
Children’s products buyers also has three sub-segments available:
baby products
Baby Product buyers enjoy spending
quality time with their young
children. They buy strollers for long
walks and educational toys that
combine teaching and playing.
sample frequent purchases
• Baby monitors
• Bedding
• Strollers
• Diapers
children’s apparel
Children’s Clothing buyers purchase
jeans, t-shirts and other clothing for
children. They keep up with trends
and want their kids to be dressed in
the latest styles.
sample frequent purchases
• Children’s dresses
• Pajamas
• Shirts
• Shoes
toys
Toy buyers believe in fun, fun, fun.
They share this enthusiasm by buying
the children in their life games, dolls
and playthings that encourage
imagination and playtime.
sample frequent purchases
• Building blocks
• Dolls
• Trains & models
• Puzzles/games
• Educational toys
4
corporate attire buyers
Busy climbing the corporate ladder, these
buyers spend on items that will make
their work life easier, more efficient and
enjoyable.
sample frequent purchases
• Suits
• Shirts & blouses
• Ties
• Briefcases
Corporate attire buyers also has two sub-segments available:
corporate women
Working women want a professional
look to match their career-oriented
lifestyle. They buy clothing and
accessories that enhance their
image in the workplace.
sample frequent purchases
• Blouses
• Jewelry
• Suits
• Day planners
corporate men
These men want to look good as
they climb the corporate ladder.
They purchase clothing and
accessories that augment their
polished and professional image.
sample frequent purchases
• Dress shirts
• Suits
• Ties
• Watches
5
women’s fashion & apparel buyers
Although clothing and shoes are
necessities for every woman in the
U.S., some purchase a lot
more than others.
sample frequent purchases
• Blouses • Jackets
• Shoes • Jeans
• Skirts • Lingerie
Women’s fashion & apparel buyers also has four sub-segments available:
women’s apparel
Women’s Apparel buyers purchase
everything needed for a woman’s
wardrobe. They have an outfit for
every occasion.
sample frequent purchases
• Blouses
• Dresses
• Slacks
women’s shoes
Women’s Shoes buyers have the
right shoes for every outfit. They
embrace the latest trends and have
a wide variety of shoes for every
season.
sample frequent purchases
• Boots • Flats
• Heels • Athletic
• Sandals • Platform
high fashion/luxury brand apparel
High Fashion/Luxury Brands buyers
have discerning tastes. They buy
only the most well-known name
brands in shoes, handbags and
other clothing items.
sample frequent purchases
• High-end retail/boutiques
• Designer sunglasses, jackets,
handbags & shoes
plus size
Plus Size Apparel buyers purchase
shirts, dresses, pants and all of their
apparel from stores that carry
plus-sized (18+) specialty items.
sample frequent purchases
• Jackets
• Shirts
• Pants
6
women’s accessories buyers
Women’s accessories buyers seek out
the perfect purse, bracelet, or scarf to
enhance their outfit. Their shade of lipstick
or perfume is picked to complement their
sense of style.
sample frequent purchases
• Jewelry
• Perfume
• Handbags
• Cosmetics
Women’s accessories buyers also has three sub-segments available:
beauty & fragrance
These consumers love to buy makeup and other beauty products. Their
vanities contain the latest in skin care
products, their favorite perfumes,
and lipsticks in every color.
sample frequent purchases
• Cosmetics
• Skin care
• Perfume
jewelry
Jewelry Buyers love to adorn
themselves. From pendants to
bracelets, these consumers are
never without a trinket or two in
their shopping bag.
sample frequent purchases
• Bracelets
• Earrings
• Watches
• Necklaces
fine jewelry
With an eye for more expensive
designs and stones, these
consumers prefer the finest rings,
bracelets, and necklaces.
sample frequent purchases
• Earrings
• Bracelets
• Pendants
• Watches
7
men’s fashion & apparel buyers
Men’s clothing buyers embrace the
saying: the clothes make the man. They
purchase all the clothing and accessories
they need for a complete wardrobe.
sample frequent purchases
• Suits
• Pants
• Shoes
• Designer shirts & jeans
Men’s fashion & apparel buyers also has one sub-segment available:
big & tall
Big & tall clothing buyers stand
head-and-shoulders above the
crowd. Because of their stature,
they buy apparel and accessories
in the big and tall sections of
retail stores.
sample frequent purchases
• Jackets
• Shirts
• Pants
8
gift & flower buyers
Gift and flower buyers find plenty of
occasions to show they care. They love to
purchase unique flowers and gifts to give
to their family, colleagues and friends.
sample frequent purchases
• Flowers
• Gift baskets
• Collectibles
• Cards
Gift & flower buyers also has two sub-segments available:
flowers
Whether for themselves or for others,
the consumers love to purchase fresh
flowers and the related accessories.
sample frequent purchases
• Flowers
• Plants
• Vases
gifts & cards
Gift & card buyers find unique gifts
to give to their family, colleagues
and friends. They love to give gift
baskets and collectables, as well
as find the perfect card to match
each occasion.
sample frequent purchases
• Gift baskets
• Collectables
• Cards
9
health & wellness buyers
Whether it is through exercising or
using natural remedies, health &
wellness buyers strive to attain a healthy
lifestyle through the products/services
they purchase.
sample frequent purchases
• Exercise equipment
• Vitamins & supplements
• Athletic apparel & shoes
Health & wellness buyers also has two sub-segments available:
weight loss & supplements
These consumers focus on losing
weight and improving their physical
well-being. They purchase a wide
variety of products and services to
help them reach their goals.
sample frequent purchases
• Diet foods
• Exercise equipment
• Vitamins & supplements
natural wellness
Natural wellness buyers take a very
holistic approach to a healthier life
by purchasing natural remedies,
participating in yoga, and eating
organic foods.
sample frequent purchases
• Natural supplements
• Natural fibers & materials
• Organic products
10
home & garden buyers
These buyers spend a lot of their time
and disposable income on improving
the value, efficiency and beauty of
their home.
sample frequent purchases
• Furniture
• Lighting
• Cookware/glassware
Home & garden buyers also has three sub-segments available:
gardening products
Gardeners aren’t afraid to get their
hands dirty. From tulip bulbs and
flower seeds to cute birdhouses,
they purchase items related to their
passion for gardening.
sample frequent purchases
• Garden tools
• Flowering bulbs
• Seeds
home entertainment
Entertainers are social butterflies.
They love to throw parties and
can always find a reason for
new cookware, servewear, or
home decor.
sample frequent purchases
• Cocktail accessories
• Table linens
• Specialty condiments
furniture & home accessories
Furniture & accessories buyers take
pride in their homes. With an eye for
detail, they furnish their homes to fit
their lives and sense of style.
sample frequent purchases
• Furniture
• Wall decor
• Window treatments
• Bedding
11
home improvement buyers
Home improvement buyers believe in DIY.
Rather than call a carpenter or handyman,
they purchase their own tools and
materials to use on any “fix it” project.
sample frequent purchases
• Ladders
• Power tools
• Shop vacs
• Garage organizers
Home improvement buyers also has two sub-segments available:
home renovation
Always fixing up one room or
another, Home Renovation buyers
purchase wallpaper, window
coverings and upholstery to
enhance the beauty and
functionality of their homes.
sample frequent purchases
• Fixtures
• Window coverings
• Paint/wallpaper
tools
Tool buyers are handymen. They
love to frequent hardware stores
to peruse the isles to find the exact
tool they need for their latest
home project.
sample frequent purchases
• Power tools
• Saws
• Socket sets
12
senior’s products buyers
Senior’s product buyers purchase
products that make their life easier and
more comfortable. From home health
care products to walkers and arthritis
remedies, these buyers purchase
products that make aging or caring for
elders easier.
sample frequent purchases
• Hearing aids
• Walking canes
• Loungewear
Senior’s products buyers also has two sub-segments available:
geriatric supplies
Well into their retirement years,
geriatric supplies buyers purchase
products that make their day-to-day
lives easier and more comfortable.
sample frequent purchases
• Hearing aids
• Walking canes
• Arthritis & joint remedies
senior fashions
The first priority for senior fashion
buyers is comfort. They purchase
loungewear and shoes that are easy
to wear and fit their casual lifestyle.
sample frequent purchases
• Dresses
• Jumpers
• Loungewear
13
automotive products buyers
Auto enthusiasts take very special care of
their cars. They purchase the latest auto
accessories and cleaning items to ensure
their ride performs and looks as good
as possible.
sample frequent purchases
• Automotive tools
• Car audio equipment
• After-market accessories
consumer electronics buyers
From surround sound systems for their
home theater to peripherals that improve
the power of their computers, consumer
electronics buyers purchase products to
improve their digital lives.
sample frequent purchases
• Home audio/visual
• Auto audio/visual
• MP3 players
• Video game systems
• Computer accessories
small & home office buyers
Small and home office buyers have
primary and/or secondary offices in their
homes. They purchase items that help get
the job done – from computer accessories
to desk organizers.
sample frequent purchases
• Office furniture
• Desk organizers
• Computer accessories
pet supply buyers
Whether they own a cat or a dog, Pet
Supplies buyers treat their pets to the
best food and “clothing” available.
sample frequent purchases
• Food containers/bowls
• Pet beds
• Pet clothing
14
outdoor sports buyers
From general outdoor enthusiasts to
golfers and swimmers, these buyers
spend on products, clothing and services
related to their sports interests.
sample frequent purchases
• Golf clubs
• Backpacks
• Skis & snowboards
Outdoor sports buyers also has five sub-segments available:
fishing
Anglers love spending the day
floating on a lake or standing waist
deep in a river, waiting to catch the
big one. They buy the newest fly
rods and keep their tackle boxes full
of their favorite gear.
sample frequent purchases
• Fly rods
• Tackle boxes
• Waders
golf & tennis
Golf and tennis buyers always buy
the latest and greatest gear. They
can be found perusing their local
golf or tennis shop to find out what
new racket or golf club might improve their game.
sample frequent purchases
• Golf clubs
• Golf & tennis apparel
• Shoes
• Tennis rackets
hiking & camping
Hikers and campers love to explore
the wilderness. They buy the latest
outdoor gear and accessories so
that they are completely ready for
their next adventure.
sample frequent purchases
• Backpacks
• Tents
• Water bottles
15
outdoor sports buyers (continued)
hunting
Hunters love the thrill of the chase
and look forward to opening day.
They make sure they are prepared
by stocking up on supplies, clothing
and accessories throughout the year.
sample frequent purchases
• Ammunition
• Camouflage
• Knives
• Boots
winter sports
Warmth and performance are top
of mind when winter sports buyers
are shopping for new gear.
Whether skiing, snowboarding, or
snowshoeing, these consumers
need apparel and equipment that
will prepare them for the elements.
sample frequent purchases
• Snowboards
• Skis
• Snowshoes
• Jackets
16
fitness buyers
Fitness buyers take pride in their physical
well-being and are found at the local gym
or out for a run. Their health is a priority
and they buy items that help them reach
their fitness goals.
sample frequent purchases
• Running shoes
• Road bicycles
• Cycling apparel
• Exercise equipment
Fitness buyers also has two sub-segments available:
cyclists
Cyclists like to pedal their way
around town. They purchase biking
gear and clothing to keep them
safe and comfortable during long
bike rides.
sample frequent purchases
• Bicycles
• Helmets
• Cycling apparel
runners
Runners are serious about their
aerobic exercise. They purchase the
best in running shoes and apparel
to help log more miles in complete
comfort.
sample frequent purchases
• Running shoes
• Heart rate monitors
• Shorts
17
soccer moms
These suburban women are always on the go. They are price conscious and look for
convenience. They tend to spend more money on their children than themselves, use
coupons regularly and are constantly in search of a sale.
dominant characteristics*
Gender: Female
Age: 30 – 45
HH Income: $50 – 100K
areas of interest
• CPG products
• Children’s clothing
• Home furnishings
• Family media & entertainment
new parents
These parents are focused on the new addition to their lives. Time is spent prepping the
house for the arrival of the little one, as well as researching and buying the latest baby
gear, toys and clothes.
dominant characteristics*
Gender: Female & Male
Age: 24 – 36
HH Income: $50K+
areas of interest
• Baby products & clothing
• Parenting publications
• Home furnishings
trendy homemakers
These consumers love to add color and spice to their home. They shop at a mix of
boutiques and larger retailers, always looking for a new design or look. They enjoy
cooking and entertaining guests, as well as buying interesting décor for themselves.
dominant characteristics*
Gender: Female
Age: 28 – 45
HH Income: $60K+
areas of interest
• Home accessories
• Design & decorating publications
• Cooking/recipes
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
18
young & hip
These consumers love to be on the cutting edge of new products and trends. They are
interested in trying new things and creating a style of their own – across fashion,
accessories, furniture and entertainment.
dominant characteristics*
Gender: Female & Male
Age: 24 – 34
HH Income: $40 – 80K
areas of interest
• Fashion & trend media
• Boutique clothing
• Consumer electronics & gadgets
• Contemporary furniture
fashionistas
Style is an essential part of these consumers’ lives. They shop high-end retailers and
purchase the hottest designers, refusing to settle for anything less. An exclusive group,
they make up for their small numbers in spending power.
dominant characteristics*
Gender: Skews Female
Age: 27 – 45
HH Income: $80 – 150K
areas of interest
• Designer jeans & accessories
• Jewelry
• Luxury brands & retailers
• Upscale restaurants & clubs
spa mavens
Luxury is the Spa Maven’s middle name. They love to pamper themselves with lavish
soaps, aromatherapy oils and the latest skin and beauty products.
dominant characteristics*
Gender: Female
Age: 35 – 55
HH Income: $85K+
areas of interest
• Cosmeceuticals
• Skin care
• Luxury linens
• Spa retreats
• Gourmet foods
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
19
shopping addicts
These consumers spend a huge percentage of their free time shopping. Whether
browsing online, walking through the mall or perusing catalogs, they love to explore
new stores and try new products.
dominant characteristics*
Gender: Female
Age: 25 – 49
HH Income: $60K+
areas of interest
• Women’s clothing
• Health & beauty products
• Home furnishings
• Coupons & promotional newsletters
high spenders
This group of consumers enjoys the “good life”. They purchase premium products and
services across an array of categories.
dominant characteristics*
Gender: Female & Male
Age: 32 – 55
HH Income: $125K+
areas of interest
• Designer clothing
• Fine jewelry
• Premium vacations
• Financial services
• Fine dining & foods
healthy & fit
These consumers gravitate toward services, products and activities that promise
healthier, more balanced living. Whether it’s through exercising, participating in yoga,
or using natural remedies these consumers strive for a healthy lifestyle.
dominant characteristics*
Gender: Female & Male
Age: 25 – 55
HH Income: $60K+
areas of interest
• Health research
• Vitamins & supplements
• Cooking & recipes
• Exercise programs & equipment
• Athletic apparel
• Fitness publications
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
20
green consumers
While most people acknowledge the importance of protecting the environment, these
“green” consumers walk the talk. They shop for products and brands that reflect their
beliefs in quality of life and sustainability.
dominant characteristics*
Gender: Female & Male
Age: 25 – 50
HH Income: $60 – 150K
areas of interest
• Organic foods
• Energy efficient appliances
• Brands with “green” values
foodies
Foodies love great food! They dine at the best restaurants, embrace exotic food choices
when entertaining and love to try the newest gourmet recipes.
dominant characteristics*
Gender: Female & Male
Age: 35 – 50
HH Income: $100K+
areas of interest
• Cooking & entertaining
• Cookware
• Specialty meats & cheeses
• Wine
• Gourmet recipes
affluent boomers
After working hard for decades and raising their children, these consumers are now
beginning to focus on second careers, family, travel, hobbies and retirement. Due to
smart financial planning, they have the means to enjoy their free time.
dominant characteristics*
Gender: Female & Male
Age: 45 – 65
HH Income: $100K+
areas of interest
• Vacations
• Home renovations
• Wine & cooking
• Health research
• Financial services
• Outdoor activities
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
21
seniors
These consumers are enjoying their golden years. They spend a lot of time
planning vacations, researching health information and focusing on their family
and various hobbies.
dominant characteristics*
Gender: Female & Male
Age: 65+
HH Income: $40 – 100K
areas of interest
• Health information
• Senior products & services
• Hobbies like gardening & golf
• Financial services
leisure travelers
Whether it’s curiosity about the world or just wanting to spend time with friends &
relatives, these consumers spend a lot of time away from home. They tend to have
flexible work schedules and have made travel a priority in their lives.
dominant characteristics*
Gender: Female & Male
Age: 30 – 55
HH Income: $60K+
areas of interest
• Vacation information
• Travel promotions
• Travel products & services
• World news
corporate execs
Busy climbing the corporate ladder, Corporate Execs work hard and play hard. They
travel frequently for business and need to look the part, both in what they wear and in
what they drive.
dominant characteristics*
Gender: Female & Male
Age: 30 – 60
HH Income: $100 – 250K
areas of interest
• Business attire
• Luxury automobiles
• Business travel
• Politics
• Financial news
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
22
auto enthusiasts
Auto enthusiasts love anything with an engine. They take very special care of
their cars, religiously watch NASCAR, and catch up on trends in the latest car and
motorcycle magazines.
dominant characteristics*
Gender: Male
Age: 25 – 55
HH Income: $40 – 80K
areas of interest
• Auto publication
• Motorcycles
• Car stereos
• After-market auto parts
• Atvs, snow
gadget geeks
Gadget geeks are always on the lookout for the latest and greatest electronic products
for work and play. From the latest mobile phones to home audio equipment, gadget
geeks are interested in bleeding-edge technology.
dominant characteristics*
Gender: Male
Age: 24 – 45
HH Income: $60 – 125K
areas of interest
• Mobile devices
• Home audio & video
• Computers
• Consumer electronics blogs & media
sportsmen
Whether out on the hunt or casting to a rising trout, sportsmen enjoy being outdoors in
search of the elusive “big one”. They take trips to new and exotic locales and support
causes to protect the land and water that they use.
dominant characteristics*
Gender: Male
Age: 28 – 60
HH Income: $50 – 100K
areas of interest
• Trucks & SUVs
• Outdoor gear & apparel
• Motor boats
• Hunting & fishing publications
• Land conservation
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
23
sports fans
Sports fans are fanatic about their favorite teams. From displaying memorabilia
to wearing their favorite team’s jersey, sports fans purchase items that shout:
I am a fan!
dominant characteristics*
Gender: Male
Age: 20 – 45
HH Income: $50K+
areas of interest
• Sports apparel
• Action movies
• Video games
• Collectibles
• Sporting events
luxury sports
Skiing, golfing, or boating, these enthusiasts are willing to spend a bit more to enjoy
their favorite pastimes. They take destination trips to enjoy their hobbies with their
friends and families and enjoy investing money into their equipment.
dominant characteristics*
Gender: Male
Age: 32 – 60
HH Income: $125K+
areas of interest
• Latest sports equipment
• Personal & business travel
• Luxury automobiles
• Fine watches
• Fashion
outdoor enthusiasts
No matter what they’re doing, outdoor enthusiasts would rather be doing it outside.
From hiking to mountain biking to running, these individuals love to be off in the woods
or out on the trails.
dominant characteristics*
Gender: Female & Male
Age: 25 – 40
HH Income: $50K+
areas of interest
• Outdoor apparel
• SUVs & wagons
• Outdoor gear & products
• Energy drinks & bars
*These are the characteristics for approximately 75% of the consumers within each DLX Lifestyle segment.
24
Unlike other online demographic targeting offerings which use geography (zip code
or IP address) to extrapolate the same attributes to thousands of consumers,
DLX Demo segments are matched at the individual and household
level which provides the most precise online demographic targeting capability
available to date. Just think about your own neighborhood:
Are all of your neighbors exactly like you? Probably not.
personal
residence status
• Age
• Gender
• Spanish speaking
• Home owner/renter
• Home value
• Length of residence
employment
children
• Occupation
• Self employed
• Presence of children
• Age of children in household
financial
special interests
• Household income
• Credit worthiness
• Premium credit card holder
• Political party affiliation
• Charitable donor
• Veteran in household
Dozens of additional demographic segments are also available.
25
Call Datalogix today to see how DLX
Syndicated Segments can help your business.
303.327.1600 | [email protected]