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Retail & Motoring Services

Case Study: Motoring Services

Shedding light on under and over-represented cultures

An Australian motoring services organisation researched product take-up and behavioural trends in its membership base. Strong cultural skews were identified in overall membership when compared to the market being served. Among those members opting for roadside assistance services, there was under-representation from several CALD communities, but this was particularly marked for people of Greek, Islamic and Slavic background. Further analysis highlighted cultural differentiation for home insurance, vehicle insurance and even a preference for using particular methods of payment.

Case Study: Automotive

Strong cultural links to particular car models and identifying new cultural markets

A major Australian motor vehicle brand wanted to quantify which customers from major cultural segments showed a preference for particular models in the range. People with East/South East Asian and South Asian backgrounds are more than three times as likely to be interested in on particular model, compared with the average across Australia. The numerically greater Anglo-Celtic segment is under-represented in the purchaser profile and people of Greek origin are markedly so. Good opportunity was identified amongst the Hispanic, Islamic and African communities. Among a range of marketing possibilities based on this insight is the opportunity to encourage dealerships to customise model ranging so that it is compatible with the Origins population mix of their primary market areas.

Case Study: Retail / Loyalty

Identifying purchase behaviours of cultural groups

A leading Australian retailer wanted to understand if there was a cultural dimension to customer behaviour as evidenced by use of its loyalty card. Over 99.9% of customers were coded to their most probably cultural origin. When compared to the Australian population, the retailer discovered a strong bias towards two cultural groupings with a surprising under-representation of the numerically dominant Anglo-Celtic communities.

Differences were also highlighted in customer analysis of age, gender, time on file, value of spend and recency of visit. Certain cultural groups were also more strongly represented in the purchase of discount items. These insights, together with a detailed and highly granular view of store catchment cultural mix, can be used to support highly targeted communications and customised range planning so that the goods on offer are most likely to meet the needs of the local market.


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