Oct 21
by Doug Piper

Who is your customer?

Over the past 18 months, Meat & Livestock Australia (MLA) and the Australian Meat Industry Council (AMIC) have been working together delivering a business tool to assist butchers around Australia to make better business and marketing decisions to grow foot traffic into butcher shops.

The program called “Helix Personas”, Helix Personas is a consumer segmentation and data integration business tool that identifies personas (types of households) in your area that recognizes household eating habits and behavioural data to classify the Australian population into 54 unique Personas, grouped into six Communities.

Does this sound a little bit confusing? Well it possibly is without actually sitting down and reading through a report with your AMIC or MLA representative.

The tool uses data captured by the ABS Census that consists of marital status, employment and occupation types, ethnicity, personal and household incomes, persons in households etc and a sample of actual shopper behaviour, what proteins are consumed, household types, values segments and also includes purchases online and where they currently shop.

To start we recognise the households in your community using a boundary map set to an area around your business. From that map, the data generated identifies the various households (personas) giving you numerous insights that include what type of household they are (young families, singles, older households etc) what proteins are popular along with identifying where the various personas live in your area and gives you examples about how to connect with them.

If you would like more information, please contact your state AMIC representatives or contact Doug Piper at MLA email dpiper@mla.com.au .

This free service could be helpful when planning marketing strategies for your business, purchasing a business or just want to have a look around your area.

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