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Observers of the Supermarket Industry See No Letup in the Use

question 175

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Observers of the supermarket industry see no letup in the use of checkout-counter-based target marketing.Sav-More supermarkets have installed an electronic marketing system in their stores.The system allows the stores to do more direct mail promotions by combining the current Sav-More's cheque-cashing cards with the new Sav-More's Bonus Club frequent-shopper cards.The new system uses bar-code scanners and magnetic cards issued to shoppers to track all purchases.As with most customer databases,demographic information is gathered for subsequent offers to frequent-shopper club members,and psychographic information is tracked whenever customers use the magnetic strip cards to make purchases.Generally,marketing to these consumers achieves better results than free-standing insert (FSI) coupons and flyers.
-Refer to Sav-More Supermarkets.Al Edisto,Sav-More's frozen-food manager,noticed sales of orange juice have fallen,and he wanted to set up a marketing research project to determine possible reasons for the decline.He first studied the data from the database system discussed above.What are these data called?

Definitions:

Metropolitan Statistical Area (MSA)

An area with at least one major city of 50,000 or more inhabitants that is surrounded by adjacent counties that are socially and economically integrated with the city core.

Megacity

A metropolitan area with a total population in excess of ten million people.

Demographers

Experts who study the statistical characteristics of human populations, such as births, deaths, ages, and migrations, to understand trends and predict future shifts.

Net Migration Rates

A statistic that calculates the difference between the number of individuals entering a country (immigrants) and leaving a country (emigrants) per 1,000 inhabitants in a given year.