Camden retained the Buxton Company of Fort Worth, Texas to conduct a Retail Site Assessment. Buxton acquired customer data specific to spending by persons with addresses in Camden’s primary and secondary trade areas (15 and 30 minute drive times from Camden). It sorted this data into customer segment profiles using Claritas PRIZM’s psychographic segmentation system. PRIZM defines every household in terms of 66 demographically and behaviorally distinct types, or “segments,” regarding their likes, dislikes, lifestyles and purchase behavior. The eight most dominant segments for our primary residential trade area were:
CROSSROADS VILLAGERS A population of middle-aged, blue-collar couples and families, Crossroads Villagers live a classic rural lifestyle. Residents are high school -educated with lower-middle incomes and modest housing. There’s an air of self-reliance in these households as Crossroads Villagers help put food on the table through fishing, gardening and hunting.
OLD MILLTOWNS The majority of these residents are retired singles and couples living on downscale incomes in pre-1960 homes and apartments. For leisure they enjoy gardening, sewing, socializing at veterans clubs or eating out at casual restaurants.
YOUNG & RUSTIC Young & Rustics are young, restless singles who tend to be lower income, high school-educated and live in small apartments. With their service industry jobs and modest incomes, these folks still try to fashion fast-paced lifestyles centered on sports, cars and dating.
BEDROCK AMERICA Bedrock Americas are young, economically challenged families in small towns located throughout the nation’s heartland. With modest educations, sprawling families and blue-collar jobs, many of these residents struggle to make ends meet. One in three has not finished high school. Rich in scenery, Bedrock America is a haven for fishing, hunting, hiking and camping.
SIMPLE PLEASURES With more than two-thirds of its residents over 65 years old, Simple Pleasures live mostly a retirement lifestyle: in neighborhoods of lower -middle-class singles and couples living in modestly priced homes. Many are high school-educated seniors who held blue-collar jobs before their retirement, and a disproportionate number served in the military; no segment has more members of veterans clubs.
GOLDEN PONDS Golden Ponders live mostly a retirement lifestyle in small bucolic towns around the country, these high school-educated seniors live on less than $25,000 a year; one in five resides in a nursing home. For these elderly residents, daily life is often a succession of sedentary activities such as reading, watching TV, playing bingo and doing craft projects.
HEARTLANDERS This widespread segment consists of middle-aged couples with working-class jobs living in sturdy, unpretentious homes. In these communities of small families and empty-nesting couples, Heartlanders pursue a rustic lifestyle where hunting and fishing remain prime leisure activities along with cooking, sewing, camping and boating.
BIG SKY FAMILIES Big Sky Families are young rural families with high school educations, blue-collar jobs, and middle-class lifestyles. Residents like to play baseball, basketball and volleyball in addition to going fishing, hunting and horseback riding. To entertain their sprawling families, they buy virtually every piece of sporting equipment on the market.