Octopus uses Experian’s Mosaic segmentation to help retailers raise targeting effectiveness

Octopus Connect has recently deployed Mosaic Hong Kong geo-demographic segmentation system, to profile 1.3 million members of Octopus Rewards programme, and enable partners to gain valuable consumer insights for actionable target marketing.

Mosaic Hong Kong classifies all Hong Kong consumers into 29 unique Mosaic types and 10 groups that share similar demographic and socio-economic characteristics.  This is combined with consumer behaviour data accumulated through the Rewards programme to generate useful insights into the purchasing patterns of different segments of retail consumers.

By identifying, differentiating and locating target consumers, retailers can plan and execute tactical campaigns to drive store traffic and retails sales.  Retailers can, for example, promote specific offers at specific locations via specific channels, even at specific times, to capture a specific group of profitable customers.

“Our business goal is to provide our partner merchants more effective and targeted marketing campaigns,” said Mr Richard Warland, Managing Director, Octopus Connect Ltd.  “Mosaic Hong Kong serves this purpose by enabling target marketing in various retail context, in particular customer acquisition modelling, campaign analysis, site selection, market analysis and geographical mapping, as well as new product development. The system also enhances our own database to provide a more accurate and comprehensive view of current and potential customers.”

"We are proud to help Octopus and its business partners achieve marketing success," said Dr. Chiu. "Octopus' adoption of our Mosaic consumer segmentation is an excellent example of our endeavours to meet the growing demands for strategic customer analysis and marketing implementation."