Pivot Cliques - Demyst
Pivot Cliques - Demyst
Pivot Insight is a part of iGODirect Group. That means we are part of the team that has been driving success for over 2,000 Australian brands for decades.��Our data stems from a member of this group, Rewards Come True – the Australian leader in the provision of reward and loyalty programs. We produce over 400,000 pre-paid eftpos and Visa cards a year, and over 1000 cash-reward programs for giants like BP, The Good Guys and Panasonic. TARGETING BASED ON DISCRETIONARY SPEND Data derived from millions of dollars of discretionary spending tells us what your customers are actually doing, as opposed to what they say they do.
” Pivot Cliques A REFERENCE GUIDE Need more information? Call us on 1800 996 861 or email firstname.lastname@example.org pivot INSIGHT ~ Stuart Jensen. Head of Analytics. Pivot Insight is a member of iGoDirect Group | The Customer Engagement Company Copyright all rights reserved 2019
Need more information? Call us on 1800 996 861 or email email@example.com How TO USE THIS GUIDE Our exclusive insights reveal the spending habits and aspirational behaviour of everyday Australians. Brands overlay cliques across existing audience datasets to identify their most engaged consumers, refine their targeting to improve ROI, and evolve brand partnerships. These clique tags provide critical segmentation insight in a market flooded with disruption, choice and opportunity. Those that use our exclusive insights know that a campaign is only as powerful as its segmentation. It’s the understanding of your market’s typical purchase patterns and pain evasion that becomes the bedrock of sales proposals and offers.
Make your campaigns stronger, your reporting stronger, your ROI stronger. Integrate Pivot Insight with your brand and see your margins pivot in the right direction.
Once your data set, store map or campaign results have been tagged with Pivot Cliques, use this guide to understand more about who they are likely to be, their brand and spend category preferences, and indications of their likely life stage and demographics. 1. Copyright all rights reserved 2019 Updated February 2019
Need more information? Call us on 1800 996 861 or email firstname.lastname@example.org Cliques AUSTRALIAN INSIGHTS CLIQUE NAME SIMPLE MEANS SUPERMARKET GURUS DEAL SEEKERS BIG BRAND BUYERS FASHIONISTAS LEISURE SEEKERS UPTOWN LIVING UNIQUE INTERESTS FUEL TO GO HOMEMAKERS BABY FIRST WARDROBE WARRIORS PAGE 3 4 5 6 7 8 9 10 11 12 13 14 CLIQUE C0 C1 C2 C3 C4 C5 C6 C7 C8 C9 C10 C11 2.
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DEMOGRAPHIC INSIGHTS • Lower income • Moderate to high assets • Moderate household costs • Less likely to be tertiary educated • High in 55+ age group These guys don’t need or want the frills. Find them spending on hardware, tech or auto equipment. SIMPLE MEANS Find them engaging in classic Aussie hobbies while enjoying a few beers or a steak” Need more information? Call us on 1800 996 861 or email email@example.com BRAND PREFERENCES BCF, Autobarn, JB HiFi, Flight Centre, Bing Lee, Apple Stores, Car Dealerships Simple Means consumers want a car, a house, and... maybe a jetski. They’re more interested in buying a new flat screen TV or drill than designer jeans.
While they might not be high earners, they tend to have moderate to high assets like the family home. Your average Simple Means consumer could be a farmer, a tradie, or a retail worker — more likely to be out in the field than in an office block.
SPEND CATEGORIES • Auto & Hardware • Alcohol & Tobacco • Dining • Technology • Healthcare • Australian-born boomers • Couples & single parents • More likely to be a shift worker • Works across farming, construction, retail, admin & safety industries • Lives in a house LIFESTYLE SNAPSHOT 19% CO 3. Copyright all rights reserved 2019
19% Putting food on the table for the family comes first. These consumers spend their budgets on the basics, not the big stuff. SUPERMARKET GURUS Minimising the grocery bill (and getting the best deal) is important to this group.” Need more information? Call us on 1800 996 861 or email firstname.lastname@example.org BRAND PREFERENCES Costco, Woolworths, Coles, IGA, Foodland, ALDI and Foodworks DEMOGRAPHIC INSIGHTS • Lower income • Lower household expenses • 19% of the population • Lives away from commercial suburbs SPEND CATEGORIES • Household Grocery • Single ‘lifestyle class’ spending.
• Growing families or established couples • Higher % unemployed • Work areas - labourers, machinery operators, drivers • Small townhouse living LIFESTYLE SNAPSHOT C1 4. Copyright all rights reserved 2019 Supermarket Gurus are more interested in servicing the fundamentals. Stocking the fridge is the number one priority. Whilst Supermarket Gurus may not be as affluent as other Cliques, they are generally a good representation of the general population — making up about 19% of us. Shopping trips tend to need a plan, and a bit of a commute.
DEMOGRAPHIC INSIGHTS • Moderate income • Moderate assets • Moderate household costs • Likely to be tertiary educated • High in 25-34 age group • Likely to be born overseas These consumers like it quick and easy and not too frivolous.
You might spot them grabbing a burger in their lunchbreak. DEAL SEEKERS Deal Seekers love a bargain. They keep it casual and spend for convenience” Need more information? Call us on 1800 996 861 or email email@example.com BRAND PREFERENCES Dominos Pizza, Aldi, Foodworks, Grill’d, KFC & Oporto, IGA, Smokemart Deal Seekers make up 10% of the Australian population. You wouldn’t describe Deal Seekers as rich, but neither are they considered to be of a low socioeconomic status. They generally sit in the average range of household income, which they like to devote to lifestyle choices over assets.
More highly represented in the 24-35 year age bracket. They choose to live near the action, in built-up areas. SPEND CATEGORIES • Grocery • Petrol • Department Stores • Fast food • Single parent with young kids • Fragmented family structure • Higher unemployment rate • Picks apartment living • Tends to work in professional or community services LIFESTYLE SNAPSHOT 10% C2 5. Copyright all rights reserved 2019
C3 DEMOGRAPHIC INSIGHTS • Average income, low assets • Average household costs • Less likely to be tertiary educated • 25-34 age group • Tend to live in Commercial areas close to the shops These guys are happy to go with the flow — mainstream retailers with a reasonable amount of bargain hunting thrown in.
BIG BRAND BUYERS They definitely have way too much fun at Target. Send them coupon codes for your online store or a sale catalogue.” BRAND PREFERENCES Big W, Target, QBD, Hairhouse Warehouse, Typo, Harris Scarfe, The Reject Shop Shopping’s less of a chore and more of a pastime for these guys. But that doesn’t mean they’re big spenders. You’ll find them hunting for the best price to make the most of their money. They might work in postage, transport, or warehousing — often as drivers or machinery operators.
They tend to be younger consumers — mid-to-late twenties to early thirties, often with young families. They might be saving for their first home, but they’re not there yet — possibly because they tend to live in metro areas where property is pricey. SPEND CATEGORIES • Grocery Shopping • General Merchandise • Department Stores • Young single parents, couples • Employed in postage, transport, warehousing, in roles like machiery operators and drivers LIFESTYLE SNAPSHOT 6.1% Need more information? Call us on 1800 996 861 or email firstname.lastname@example.org 6. Copyright all rights reserved 2019
Need more information? Call us on 1800 996 861 or email email@example.com This clique knows that looking good comes at a price.
So, they prioritise fashion when it comes to their wallets, always wanting to look a million bucks. FASHIONISTAS They probably can’t count their pairs of shoes on their fingers! DEMOGRAPHIC INSIGHTS BRAND PREFERENCES Zara, Dotti, Cotton On, Forever New, Novo, Lovisa, Bras N Things, H&M • High income households • High household expenses • Likely to have a degree • High in 25-34 age bracket Fashionistas are one of the youngest Cliques, and biggest spenders! They need a high income to keep up with the latest trends, and are most highly represented in the 25-34 year age bracket. Housing choice is about lifestyle, with a preference to renting if they need to, just to make sure that they’re close to their favourite shopping destinations.
They’re a little more likely to live by themselves or with a flatmate, spending on a broader range of brands typically with a higher average spend.
SPEND CATEGORIES • Clothing • Department Stores • Likely to be born outside AU • Employed full-time as managers, professionals or in admin • Young independents or established couples • Apartment living LIFESTYLE SNAPSHOT 3.3% C4 7. Copyright all rights reserved 2019
Life is about enjoying what you’ve got while you can. Find Leisure Seekers taking the grandkids to the zoo, or heading out for a round of golf. LEISURE SEEKERS Find them spending time with the grandkids or at the local RSL.” Need more information? Call us on 1800 996 861 or email firstname.lastname@example.org DEMOGRAPHIC INSIGHTS • Low income • Low to average household assets • Low household costs • Likely to be tertiary educated • High in 55+ & 75+ age group Leisure Seekers are a small segment, but drive the leisure aspect of discretionary spend in Australia.
Think your typical retirees, whose spend profile is biased towards local entertainment options. They tend to live on their retirement nest egg or pension, in retirement villages or townhouses. They aren’t big travellers, and live in convenient locations close to commercial shopping areas. SPEND CATEGORIES • Recreation & Entertainment • Older couples near retirement • Townhouse/Unit living • If not yet retired, works as a manager or professional in IT, Media, Telco or Manufacturing LIFESTYLE SNAPSHOT 1.4% BRAND PREFERENCES Sporting clubs, golf clubs/courses, casino/gaming, fitness/gyms, zoos, cinema, Lotto, Entertainment Venue or Events 1.4% C5 8.
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DEMOGRAPHIC INSIGHTS • High income and asset rich • Higher household expenses • Live in affluent areas, both metro and regional • Likely to be tertiary educated • High in 65+ age group These customers live in nice suburbs, in a nice home, and they want to spend their income on nice things to put there. UPTOWN LIVING Think of your older friend who would make Ikea their weekend day trip with the latest smartphone in hand.” Need more information? Call us on 1800 996 861 or email email@example.com BRAND PREFERENCES This older demographic loves Ikea, Adairs, Bed Bath N Table, Dusk, Freedom and The Good Guys Uptown Living consumers are more than willing to shell out for a big ticket homeware item — they like the finer things in life and that's reflected in their spending behaviour.
They make up about 3% of the population, and are likely to be “Baby Boomers” from the 65+ age bracket.
They tend to be tertiary educated and work (or be retired after having worked) in managerial roles. Find them working in professional services sectors including real estate, hiring, science and technology. SPEND CATEGORIES • Furniture & Homewares • Technology • Department Stores & General Merchandise • Elderly, established couples • Moved to apartment living • Empty Nesters • Works in managerial roles • Industries: Real estate, tech, science, arts, recreation services LIFESTYLE SNAPSHOT 3.0% C6 9. Copyright all rights reserved 2019
C7 DEMOGRAPHIC INSIGHTS • High income and asset rich • Higher household expenses • Likely to be tertiary educated • Bias to young independents • Metro living but wide regional distribution as well This clique isn’t interested in mainstream department stores — they’d rather support the “shop small” movement to have something their friends don’t.
UNIQUE INTERESTS Going against the grain is basically a hobby for this clique” BRAND PREFERENCES Unique brands Not driven to spend at “big chain” stores SPEND CATEGORIES • One-off, boutique, and bespoke brands and spend locations • Apartment living in metro areas • Often employed in arts and recreational professions, as well as scientific, and tech firms • Often work as a manager or in other professional roles LIFESTYLE SNAPSHOT These guys do things a bit differently. Or they want you to think they do. They stray from mainstream stores and brands, trying to find something unique or bespoke.
With a bias towards high and very high household incomes, they can afford to stray outside of the mainstream, too. They might work hard — longer hours than most — but when they return home, it’s usually to a high-value property with the convenience of a commercial shopping area nearby. They’re not all city dwellers, though: find them distributed across both metro and regional areas.
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Need more information? Call us on 1800 996 861 or email email@example.com In the driver’s seat is where you’ll find this consumer group. Fuel is a major expense for them – often because their jobs cause them to spend a lot of time in their vehicles. FUEL TO GO Wouldn’t say no to a 7Eleven Coffee.” DEMOGRAPHIC INSIGHTS BRAND PREFERENCES 7Eleven, Caltex, Woolworths Petrol, United Petroleum, Coles Express, BP, Metro Petroleum • Lower income • Low household expenses • Low assets • 25-34 age bracket • Likely to be born overseas For these guys, their car might be more of a home than their rental property.
They might work as a travelling salesperson, a delivery driver, or get stuck in traffic on their way to their next building site - but they spend a lot of their time on the road.
Find them filling up their petrol tanks, or grabbing a quick snack at the servo. They’re likely to be young, tertiary educated, earning a solid salary and are more likely to born overseas that other cliques. SPEND CATEGORIES • Petrol Stations • Convenience Stores • General Merchandise • Likely to be born outside AU • Admin, machinery operators, drivers or labourers • Employed in manufacturing, transport, postal, warehousing LIFESTYLE SNAPSHOT 5.6% C8 11. Copyright all rights reserved 2019
DEMOGRAPHIC INSIGHTS • Lower income • Average to high assets • Certificate level education • High in 55+ age group • Regional living These are your house-proud older Australians.
Making a comfortable home full of affordable appliances and furniture is their goal. HOME MAKERS Home is where the heart is, and the new dishwasher... and the new armchair...” Need more information? Call us on 1800 996 861 or email firstname.lastname@example.org BRAND PREFERENCES Good Guys, Betta Electrical, Harvey Norman, Fantastic Furniture, Adairs, Ikea, Freedom, Bed Bath N Table Home Makers are all about making their house a home. Now that they’re nearing or at retirement age, they’ve got a bit of time on their hands to do just that. If they are still working, it tends to be in areas like agriculture, mining, construction and government administration.
They aren’t always tertiary qualified, but often invest in additional certifications.
They tend to have a low income, yet be asset rich — as you might have guessed, they probably own their home. SPEND CATEGORIES • Furniture • Appliances • Homewares • Retail General Merchandise • Older couples close to retiring • Employed in agriculture, mining, construction or government administration • Works as a technician, tradie, machinery operator or driver LIFESTYLE SNAPSHOT 8.4% C9 12. Copyright all rights reserved 2019
DEMOGRAPHIC INSIGHTS • Moderate to higher incomes • High household expenses • High assets • More likely to be tertiary educated • Metro living A new arrival to the family is the most recent change for these guys.
Find them attempting to get around store aisles with a stroller. BABY FIRST Have you seen a photo of their baby yet? You will.” Need more information? Call us on 1800 996 861 or email email@example.com DATA ANALYTCS BRAND PREFERENCES Baby Bunting, Toy Stores, Big W, Myer, David Jones, Harris Scarfe, Target They’ve got a new centre of the universe and their spend reflects that. Baby First consumers will allocate their discretionary spend with their young family in mind — you might spot them browsing toys or baby clothes at department stores like Baby Bunting, Target, or even Myer and DJs.
Baby First consumers tend to be younger — between 24 and 35, with professional jobs and living in metro areas. They’re generally bigger earners, bigger spenders — they might be homeowners, living close by to the shopping centres that they frequent. SPEND CATEGORIES • Department Store • General Merchandise • Young families or established couples • Unlikely to be unemployed • Work areas - primary industry, accomodation and food services LIFESTYLE SNAPSHOT 8.6% C1O 13. Copyright all rights reserved 2019
DEMOGRAPHIC INSIGHTS • High income households • High household expenses • Likely to be tertiary educated • High in 25-34 age group • Likely to be born overseas Discretionary spending is all about fashion for this clique, but their spend tends to be aspirational - lower than the likes of the Fashionistas, and most likely still living with their parents. WARDROBE WARRIORS They might not be the biggest spenders, but nailing their look is an important part of their budget.” DATA ANALYTCS BRAND PREFERENCES Lorna Jane, Forever New, Just Jeans, Zara, Bras N Things, Uniqlo, Dotti, Novo Wardrobe Warriors are young, often tertiary educated, and well-dressed.
They tend to be time-poor, working long hours as managers and professionals, yet still live at home with their folks! Their parent’s place is just too convenient, often in well-to-do metro areas of Australia.
They seek out established label stores, and are more likely to seek out niche brands compared to other cliques. SPEND CATEGORIES • Clothing • One-off boutique brands and spend locations • Established households • Wealthy households • Works in professional or management role within finance, insurance, scientific, tech, media & teleco sectors LIFESTYLE SNAPSHOT 3.7% C11 Need more information? Call us on 1800 850 762 or email firstname.lastname@example.org 14. Copyright all rights reserved 2019
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We work with our clients to build data driven solutions that drive loyalty and sales, and use advanced analytics and segmentation to understand consumer behaviours that helps shape marketing strategy. CONTACT US: 1800 996 861