Environics Analytics Launches eShopper PRIZMC2Link
Environics Analytics (EA) today announced the launch of the eShopper PRIZMC2Link, a new database powered by AskingCanadians™ that describes digital and offline marketplace behaviour. The newest EA dataset was produced by linking PRIZMC2, EA’s popular segmentation that assigns Canadians into 66 lifestyle types, with the AskingCanadians™ e-shopping survey, a new online study of 20,524 respondents. The result is a comprehensive database that measures a wide range of online shopping behaviour—from product research to purchase preferences—for all segments of Canadian society.
The launch of the eShopper PRIZMC2Link comes at a time when digitally inclined shoppers are changing the retail landscape. As marketers seek ways to better understand Canadian consumers, the new database provides key insights into how different consumers are using the latest online technology in the purchase process—whether the customers are classified Cosmopolitan Elite (affluent urban families), Rooms with a View, (young, ethnic singles in urban high-rises) or Heartlanders (mature, working-class couples). Among the topics that users can examine:
- Influential consumers who prefer shopping online to shopping in-store
- Immigrant groups who read online product reviews prior to buying
- Younger lifestyle types who use smartphones in stores to compare prices
- Upwardly mobile Canadians who take pictures of products while shopping
- Consumers who are receptive to receiving promotional text messages
- Selected customers who buy specific categories online
“We know that different consumer segments use digital technology in different ways,” says Jan Kestle, president of Environics Analytics. “With the eShopper PRIZMC2Link, users can get critical insights into the online retail behaviour of all PRIZMC2 segments. As more and more shopping takes place online, this database is becoming increasingly valuable to our customers.”
Offering 355 variables, the eShopper PRIZMC2Link is particularly useful for helping retailers and manufacturers better understand the changing consumer landscape—and what they should be doing to attract digital-savvy shoppers. And by learning how customers integrate digital technology into the retail experience, businesses can better design their marketing, messaging and merchandizing to effectively reach their target customers.
“Our study provides a perspective for retailers to look at their customers in a new way,” says Adam Froman, CEO of AskingCanadians™. “As we all know, the Internet and social media have created a landscape where consumers are a more significant force than ever before. So we asked ourselves, ‘How can retailers and manufacturers leverage digital media to create effective customer experiences?’”
The e-shopping survey was conducted by AskingCanadians™, a Delvinia company that owns and manages an online research community of 160,000 members across the country. The new annual study, fielded in January 2012, recorded the responses of 20,542 Canadians who were then classified according to the lifestyle types of the widely used PRIZMC2 segmentation system. Environics Analytics, a marketing and analytical services company, partners with leading providers of media and marketing research, giving PRIZMC2 users access to over 11,000 variables that can help them match their products and services to those customers most receptive to them. The eShopper PRIZMC2Link is one of three linking PRIZM to AskingCanadians survey panels; the other two provide detailed insights into the social media and mobile behaviour of all Canadians.