Sweaty Betty undertakes customer analysis

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eaty Betty, the women’s fashion sportswear retailer, has undertaken a customer analysis and profiling exercise with Experian UK to gain a detailed insight into its customer profiles and buying behaviours. This research has also aided

the retailer into best new retail locations to attract customers and ultimately target growth.

Using segmentation tool, Experian Mosaic UK, the customer analysis identified key demographic characteristics that exemplified the profile of Sweaty Betty customers. By defining the target customers, Experian was able to apply this intelligence and recommend the target locations for Sweaty Betty store development.

Prospective towns were screened against variables such as the customer target profile, type of town, social mix of catchments, cannibalisation, and mix of other retail shops and competitors. From this information, the top 50 ‘gap’ towns were established which were then drilled down and prioritised further to allow Sweaty Betty to create its ‘top 10’ store location targets.

Experian’s geo-demographic analysis combined with the site location rankings, equipped Sweaty Betty with an in-depth view of its customers and target locations in order to develop a medium to long term store opening plan. By understanding their customer type, Sweaty Betty said it could now better plan these locations and manage store distribution accordingly.

The research also enabled an better understanding of how London based stores differ from other parts of the country – whether these be particular geographic and demographic behaviours.

Emma Thornton, retail director at Sweaty Betty, said: “The ‘Experian experience’ has given us the confidence to continue our expansion. Their numbers have helped to confirm our gut feelings about potential new markets, with the right type of customers in enough volume. Experian’s style of presentation and support was very professional and any queries raised were handled effectively. Experian’s understanding of our brand as a customer added real energy to the project. Their genuine interest was much appreciated and added extra zest to proceedings!”