Wong, 2017)įor example, a pop-up shop called “Women in Action” in the Yonge and St. In what industries are people in the area working? Are they mostly blue-collar or white-collar workers?įigure 5.1 An invitation to the “Women in Action” Pop-up Shop (CC-BY Ken K. Is the target market single or married? Do they have children or parents to look after?ĭo they have full-time jobs, part-time jobs or are they in a career transition? What is the household size of the target market? What is the income level of the target market? Can they afford the planned products or services? Is the target market male, female or members of the LGBT2QS community?ĭoes the target market cover a distinctive ethnic group? What are the prime age groups of the target market? Questions to be considered by pop-up retailers Table 5.1 Examples of Demographic Segmentation Demographics
The demographic segmentation approach uses demographics (identifiable and measurable population data) to group customers based on thei r age, gender, e thnicity, income and other statistical aspects of populations. Instead of aiming to serve everybody in the market, targeting a particular group of consumers can be beneficial to pop-ups. With online retail creating a choice overload, some consumers have found the distinctive products and shopping experience delivered by pop-ups to be valuable as they start to appreciate the curated retail concepts. They discuss how to determine if such a market exists in their city and if so, how to reach those customers.ġ. Consumer Segments 1.1 Demographic SegmentationĪs more and more consumers move their shopping activities online, shopping malls and department stores are seeing less foot traffic.
In this scene, two students are speaking in class as one plans to open a pop-up shop to sell her original jewelry designs for a very specific demographic – expectant mothers with a taste for French culture. The following video helps to offer some context to thinking about different consumer segments.
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