This practice is to use Claritas 360 to consider the Nordstrom stores and to consider them alongside Dillard Stores because Kurt Geiger London footwear is sold through both venues. We will consider Nordstrom and Kurt Geiger London footwear through the lens of Claritas 360. We will answer questions like: Why do Nordstrom stores seem to be based in big cities?, Are Dillard locations more profitable than Nordstrom locations?, and What kinds of customers purchase Nordstrom/Kurt Geiger London products?
Step 1. Use library resources to gather background information about Nordstrom.
A. Statista https://searchit.libraries.wsu.edu/permalink/f/1j6uprt/CP71226629990001451
B. WGSN https://searchit.libraries.wsu.edu/permalink/f/1j6uprt/CP71208059640001451
C. Business Source Complete https://searchit.libraries.wsu.edu/permalink/f/1j6uprt/CP71165140370001451
D. Claritas 360 https://searchit.libraries.wsu.edu/permalink/f/1j6uprt/CP71244167020001451
Here are some directions for creating a report that will help you identify potential customers. It compares current consumption patterns for one or more product profiles in an analysis area. It calculates a Market Potential Index to help determine the potential for introducing new products and services, or for development strategies for cross-selling products and services based on current consumption trends.
Market Potential Report
Click Reports
Click Segmentation Reports
Click Lifestyler Reports
Click Market Potential
Click PRIZM Premier (PRIZM is the default)
Select a Base -- Households (zip + 4 Based is the default)
Click Next,
Click the > icon next to Claritas Profiles
Click the > icon next to Claritas Consumer Profiles, 2022
Mouse down and click the > icon next to Financial (Nielsen Scarborough), 2021
Mouse down and click green icon next to Credit cards/payment methods used past 3 months Pay Pal
Mouse down and click green icon next to Credit cards/payment methods used past 3 months store credit card
Mouse down and click green icon next to No. of credit cards used past 3 months 1 credit card
Mouse down and click green icon next to No. of credit cards used past 3 months 2 credit cards
Mouse down and click green icon next to No. of credit cards used past 3 months 3 credit cards
Mouse down and click green icon next to No. of credit cards used past 3 months 4 credit cards
Mouse down and click green icon next to No. of credit cards used past 3 months None
Mouse down and click the > icon next to Retail Shopping (Nielsen Scarborough), 2021
Mouse down and click green icon next to Items bought past 12 months (amount spent) Mens Shoes: Under $100
Mouse down and click green icon next to Items bought past 12 months (amount spent) Mens Shoes: $100 - $499
Mouse down and click green icon next to Items bought past 12 months (amount spent) Mens Shoes: $500 or more
Mouse down and click green icon next to Items bought past 12 months (amount spent) Women's Shoes: Under $100
Mouse down and click green icon next to Items bought past 12 months (amount spent) Women's Shoes: $100 - $499
Mouse down and click green icon next to Items bought past 12 months (amount spent) Women's Shoes: $500 or more
Mouse down and click green icon next to Stores/services bought past 3 months Amazon
Mouse down and click green icon next to Stores/services bought past 3 months Dillards
Mouse down and click green icon next to Stores/services bought past 3 months Nordstrom
Mouse down and click green icon next to Stores/services bought past 3 months Nordstrom Rack
Mouse down and click green icon next to Stores/services shopped online past 3 months Nordstrom
Mouse down and click green icon next to Stores/services shopped online past 3 months Nordstrom Rack
Click Next at the bottom of display
Click the > icon next to Nielsen Designated Market Area (DMA)
Click the > icon next to All Nielsen Designated Marketing Area
Mouse down and click the green icon next to El Paso, et al., TX-NM
Mouse down and click the green icon next to Seattle-Tacoma, WA
Click Submit (or change parameters and click Submit)
Click report output (Excel)
Click arrow at the bottom left of display, then Click Open
Review Report
Close Excel report
Click Home (Claritas 360 logo) in the upper left of display
This report shows how many households in your market fall into each of the 68 PRIZM Premier segments. It can help you determine if your target market has enough of your target segment in it to support your product or service. It can also help you determine which are the most common segments in your market to better understand your market makeup.
Segment Distribution Report
Click Reports
Click Segmentation Reports
Click Market Overview Reports
Click Segment Distribution
Click PRIZM Premier (PRIZM is the default)
Select a Base -- Households (zip + 4 Based is the default)
Click Next,
Click the > icon next to Nielsen Designated Market Area (DMA)
Click the > icon next to All Nielsen Designated Marketing Area
Mouse down and click the green icon next to El Paso, et al., TX-NM
Mouse down and click the green icon next to Seattle-Tacoma, WA
Click Next,
Click Segment Descriptor, Household Age Range
Segment Descriptor, Household Composition
Segment Descriptor, Household Education
Segment Descriptor, Household Employment
Segment Descriptor, IPA Class
Segment Descriptor, Household Income
Segment Descriptor, Household Technology
Segment Descriptor, Household Tenure
Segment Descriptor, Lifestage Group
Click Submit (or change parameters and click Submit)
Click report output (Excel)
Click arrow at the bottom left of display, then Click Open
Review Report
Close Excel report
Click Home (Claritas 360 logo) in the upper left of display
Consumer Concentration Report
Click Reports
Click Standard Reports
Click Demographic Reports
Click Consumer Concentration
Click the > icon next to Claritas Data
Click the > icon next to PRIZM Premier Segment Distribution
Click the > icon next to PRIZM Premier CY Distributions
Click the > icon next to PRIZM Premier CY Segment Distributions (68)
Mouse down and click the green icon next to Up-and-Comers
Mouse down and click the green icon next to Young and Influential
Mouse down and click the green icon next to Urban Achievers
Mouse down and click the green icon next to Urban Modern Mix
Mouse down and click the green icon next to Generation Web
Mouse down and click the green icon next to Metro Grads
Click Next,
Click the > icon next to Nielsen Designated Market Area (DMA)
Click the > icon next to All Nielsen Designated Marketing Area
Mouse down and click the green icon next to El Paso, et al., TX-NM
Mouse down and click the green icon next to Seattle-Tacoma, WA
Click Next,
Click Submit