Tapestry Segmentation, an ESRI service, was described in detail in Chapter 7 on Standardized Information Sources. Tapestry applies a process of segmentation that identifies neighborhoods by the major demographic and consumption patterns and then determines which of these neighborhood "segment types" is the client's potential customers. Which of the following best illustrates how this service was applied in your text?
A) ESRI segments were examined to determine which segments were likely to be gourmet coffee drinkers. Once the segments were identified, ESRI could provide direct mail lists that identified the names and addresses of gourmet coffee drinkers. This allowed Donofrio's Coffee to send these "likely" customers a frequent user card to promote their patronage.
B) The owner of a Nature's Beauty retail store has a loyalty club of 400 members who purchase regularly, and she wants to attract other prospective customers who match the club member demographic and lifestyle profile. By determining the distinguishing characteristics of the club members, the owner can identify the Tapestry Segmentation segments, i.e. "Metropolitans," "Metro Renters," etc. which will allow the owner to locate and establish communications with members of these segments.
C) ESRI has data stored in a common database that identifies zip code areas that offer the most potential in terms of sales for a gourmet coffee shop like Donofrio's. Donofrio's subscribed to this information for a fee, and the information was used to help find new coffee shop locations.
D) Present customers for a gourmet coffee shop were determined. ESRI then, through its Community Tapestry syndicated data service, found census data which identified household addresses of the present customers. This information allowed Donofrio's Coffee to target customers with promotional offers to induce greater sales during warm months of the year.
E) None of the above. There was no example illustrating how Community Tapestry was applied.

Question

Quizplus · Accepted Answer

This scenario involves using Tapestry Segmentation to identify potential customers who match the demographic and lifestyle profiles of the retail store's loyalty club members. By determining the characteristics of the club members, the store owner can locate and communicate with members of similar Tapestry Segments to attract new customers. The other choices involve using ESRI data to identify potential sales areas or current customers, but they do not involve identifying and targeting potential customers through Tapestry Segmentation.

Tapestry Segmentation, an ESRI Service, Was Described in Detail in Chapter