Birds of a Feather

The image above represents a uniquely defined consumer segment generated from a mobile analytics study by J. Richard Hill & Co for a new retail, dining, and entertainment project in West Oahu, Hawaii. This study began by geofencing preferred retailers in Hawaii and the Mainland US. Through geofencing, demographic, lifestyle, and life stage data at the ZIP+4 level (i.e., 8 homes) were collected for consumer segments that visited the identified stores significantly more than the average shopper. Using the adage of “Birds of a Feather Flock Together” commonalities among consumer segments were identified across various store types and then reclassified into uniquely named consumer clusters. We then searched for these unique cluster within the potential trade area, followed by a comprehensive analysis of their buying characteristics.

The takeaway from this study provided a deep understanding of the potential market’s distinct neighborhoods at the block level. For example, one residential block had high household incomes and purchased a specific brand of luxury handbags, while another nearby neighborhood purchased a different luxury handbag at a slightly lower price point.

Another revelation identified single females in early professional careers spending a disproportionate share of their disposable income on luxury handbags. This consumer, in the 26-32 age bracket, had incomes of $65,000 to $80,000 and surprisingly spent 200% more than the average shopper of a certain luxury brand.

How did they do that? They lived in multigenerational homes which resulted in significantly lower living expenses. This consumer was highly aspirational and purchased the signs of success and affluence.

Think of it this way: It's Saturday night, and she’s been invited to the officers' club. Does she take her Louis Vuitton handbag? But what will the admiral's wife take and wear?

“Oh! Did you see the dress Veronica was wearing Saturday night?”

“I think it was a Dolce. I heard she comes from old money.”