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loculCustomer
loculCustomer is our customer segmentation model. It distills hundreds of customer attributes into 65 segments, grouped by lifestage, family structure, and income quintiles. This creates an effective and simple way to quickly understand the value and motivation of different customer types.
loculCustomer creates an effective and simple way to quickly understand the value and motivation of different customer types.
The model is built at a sub-suburb level using demographic data and connects seamlessly to our loculChoices and loculWays models to understand the usage of retail destinations by customer segment.
loculCustomer comprises 5 life stage groups, 13 family structure groups, and 5 income segments. In total, there are 65 customer segments that link to our loculSpend model, providing spending characteristics across 80+ product and service categories for each segment.
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