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.