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Claritas 360

Meghan Markle in Kurt Geiger Boots

Introduction

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

Nordstrom Store Locations

Dillard's Store Locations

Segmentation Report -- Market Potential Report

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

Segmentation Report -- Segment Distribution Reports

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

Standard/Demographic Report: Consumer Concentration Reports

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

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