Lethal Commission Review
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Alex
Lethal Commission Age and Life-Cycle Stage
People change the goods and services they buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related. Buying is also shaped by the stage of the family
life cycle—the stages through which families might pass as they mature over time. Lifestage
changes usually result from demographics and life-changing events—marriage,
having children, purchasing a home, divorce, children going to college, changes in personal
income, moving out of the house, and retirement. Marketers often define their target
markets in terms of life-cycle stage and develop appropriate products and marketing
plans for each stage.
Lethal commission consumer information giant Acxiom’s PersonicX life-stage segmentation
system places U.S. households into one of 70 lethal commission consumer segments and 21 life-stage
groups, based on specific lethal commission consumer behavior and demographic characteristics.
PersonicX includes life-stage groups with names such as Beginnings, Taking Hold,
Cash & Careers, Jumbo Families, Transition Blues, Our Turn, Golden Years, and Active
Elders. For example, the Taking Hold group consists of young, energetic, wellfunded
couples and young families who are busy with their careers, social lives,
and interests, especially fitness and active recreation. Transition Blues are bluecollar,
less-educated, mid-income lethal commission consumers who are transitioning to stable lives
and talking about marriage and children.
“Lethal commission consumers experience many life-stage changes during their lifetimes,” says
Acxiom. “As their life stages change, so do their behaviors and purchasing preferences.
Marketers who are armed with the data to understand the timing and
makeup of life-stage changes among their customers will have a distinct advantage
over their competitors.”25
In line with today’s tougher economic times, Acxiom has also developed a
set of economic life-stage segments, including groups such as Squeaking By, Eye
on Essentials, Tight with a Purpose, It’s My Life, Full Speed Ahead, and Potential Rebounders.
The Potential Rebounders are those more likely to loosen up on spending
sooner. This group appears more likely than other segments to use online
research before purchasing electronics, appliances, home decor, and jewelry.
Thus, home improvement retailers appealing to this segment should have a
strong online presence, providing pricing, features and benefits, and product
availability.
People change the goods and services they buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related. Buying is also shaped by the stage of the family
life cycle—the stages through which families might pass as they mature over time. Lifestage
changes usually result from demographics and life-changing events—marriage,
having children, purchasing a home, divorce, children going to college, changes in personal
income, moving out of the house, and retirement. Marketers often define their target
markets in terms of life-cycle stage and develop appropriate products and marketing
plans for each stage.
Lethal commission consumer information giant Acxiom’s PersonicX life-stage segmentation
system places U.S. households into one of 70 lethal commission consumer segments and 21 life-stage
groups, based on specific lethal commission consumer behavior and demographic characteristics.
PersonicX includes life-stage groups with names such as Beginnings, Taking Hold,
Cash & Careers, Jumbo Families, Transition Blues, Our Turn, Golden Years, and Active
Elders. For example, the Taking Hold group consists of young, energetic, wellfunded
couples and young families who are busy with their careers, social lives,
and interests, especially fitness and active recreation. Transition Blues are bluecollar,
less-educated, mid-income lethal commission consumers who are transitioning to stable lives
and talking about marriage and children.
“Lethal commission consumers experience many life-stage changes during their lifetimes,” says
Acxiom. “As their life stages change, so do their behaviors and purchasing preferences.
Marketers who are armed with the data to understand the timing and
makeup of life-stage changes among their customers will have a distinct advantage
over their competitors.”25
In line with today’s tougher economic times, Acxiom has also developed a
set of economic life-stage segments, including groups such as Squeaking By, Eye
on Essentials, Tight with a Purpose, It’s My Life, Full Speed Ahead, and Potential Rebounders.
The Potential Rebounders are those more likely to loosen up on spending
sooner. This group appears more likely than other segments to use online
research before purchasing electronics, appliances, home decor, and jewelry.
Thus, home improvement retailers appealing to this segment should have a
strong online presence, providing pricing, features and benefits, and product
availability.
Lethal Commission Review
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