Contact Practice Director

Robin Bevan
Director of Locations & Analytics

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    Click image to watch video:
    Robin Bevan discusses location planning
    and data analytics at Javelin Group

Customer Analytics

We help our clients to better understand their retail customers through profiling, segmentation and analytics.

Understanding customers is central to any retail location-based project or marketing campaign. By utilising various in-house data sets and industry partnerships, we can help reveal your retail customers’ key characteristics and how they interact with your retail business. An integrated data solution to ensure maximum customer profitability can be delivered using a multitude of variables:

Demographics – Lifestyles – Social – Attitudes – Behavioural – Economic – Retail Spending

Data is available at the individual and household level, or aggregated to various geographic boundaries to provide deep insight to support all strategic analysis and customer understanding. Javelin Group can help you answer these key business questions:

Customer Profiling and Segmentation

  • What are my customer’s lifestyle/demographic characteristics?
  • How financially stable are my customers?
  • What levels of disposable income do my customers have?
  • Which customer types spend the most?
  • How frequently do different customers spend?
  • Can I better understand customer journey mapping?
  • Can I segment my customers into a manageable/actionable number of groups?

Customer Analytics

  • How far do my customers travel to reach their preferred store?
  • What products do different customer types purchase?
  • How can I better understand basket spend?
  • How can I cross-sell new products/services to my customers?
  • How can I find more of my key customers (acquisition)?
  • How can I understand when a customer is likely to switch to a competitor (churn)?
  • What are the best channels to use to speak to my customers?
  • What strategies should be undertaken to retain customers (retention)?
  • What is the average lifetime value for my customers?
  • How can I understand the level of customer loyalty?

We also offer audits on data quality to evaluate the cleanliness of your retail customer data and data insight reports to identify the key customer characteristics. Learn more about Data Quality Audits and Insight Opportunity Reports.

Please contact Carl Bradbrook or call +44 (0)20 7961 1328, to discuss your requirements.

Case Study

Marketing campaign for new customer acquisition

  • Background: Citroën wanted to create a targeted marketing campaign for specific Citroen car dealerships, to support sales of new and used Citroën cars.
  • Solution: Javelin Group profiled Citroën’s customer database using a household segmentation to reveal the characteristics of customers most likely to buy a new or used car. Using the UK’s largest consumer research questionnaire, Javelin Group overlaid the Citroën profile against consumers that had indicated they were interested in changing their car in the next six months. This created a targeted list of prospective customers based on a detailed consumer insight profile who were then invited into the car showroom for a VIP event.
  • Outputs: A prospect pool was generated containing the full contact details, including name, address, email address and telephone number. This allowed each consumer to be contacted and tracked through the sales process.
  • Benefits: Over half of all sales in the selected dealerships were as a direct result of this targeted campaign, which in the words of the dealership managers was ‘unprecedented’.
"The marketing campaign using Javelin Group data gave remarkable and unprecedented results. I was very pleased with the insight this project delivered and would recommend the team at Javelin Group."

Adam Blackwell, Business Development Manager, Citroën UK.


"Information and analysis of key retail trends from Javelin Group is proving to be extremely helpful, informing and strengthening our work on town centres across Greater Manchester."

Garreth Bruff, Policy Manager, AGMA (Association of Greater Manchester Authorities).

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