1. Harry & David
Market Segments

2. Actionable, Predictive Segmentation Model
PRIZM describes every U.S. Household in terms of 66 distinct lifestyle types, called “segments”
Every segment gives extremely detailed quantifiable data on consumer markets, including travel, eating out, shopping, demographics, media consumption and psychographics
RDA can plan H&D campaigns and media strategies for targeted market segments using PRIZM to answer: Who are the targets, What are they like, Where can I find them, How can I reach them in direct response, online, on TV, in print, out of home and near stores.

3. Harry & David Core Consumer Stats
21 Market Segments make up the H&D Core Consumer Profile
The Core Consumer Profile entails about 35.7 million households around the country
68% of the core consumer segment comes from 31% of United States households
The average order of the Core Consumer is 1.6 items
The average amount spent by the Core Consumer is $134.51

4. Harry & David Core Consumer Segments
The Drivers (5.13% comp)
The Ready but Steadies (6.22% Comp)
The Good Life's (7.2% Comp)
The Gatsby’s (6.6% Comp)
The Jones (5.89% Comp)

5. The Drivers The Drivers consist of:
(5.13% Comp)
( Index Average)
The Drivers consist of:
Beltway Boomers (0.97% Comp)
The Cosmopolitans (1.15% Comp)
New Empty Nests (1.06% Comp)
Money and Brains (1.95% Comp)
The Drivers always have their foot on the pedal. Whether it is traveling to a different part of the world or taking a trip down to the local wholesale store, these older individuals know what they want and will not stop until they get it. The car brand of choice to get around the city and suburbs for The Drivers is Lexus. Their generous paycheck is spent at department stores like Nordstrom's and Bloomingdales.

6. The Drivers Stats Beltway Boomers The Cosmopolitans New Empty Nests
Index: 136
Average item order: 1.53
Average amount spent: $104.12
The Cosmopolitans
Index: 175
Average item order: 1.5
Average amount spent: $144.10
New Empty Nests
Index: 152
Average item order: 1.37
Average amount spent: $139.54
Money and Brains
Index: 322
Average item order: 1.48
Average amount spent: $118.81

7. The Drivers Consumer Behaviors Media Behaviors Demographics
Buys classical music
Contributes to NPR
Media Behaviors
Watches 60 Minutes
Reads the Sunday Paper
Demographics
45+ age group

8. Ready but Steadies The Ready but Steadies consist of:
(6.22% Comp)
(173 Index Average)
The Ready but Steadies consist of:
Middleburg Managers (2.00% Comp)
Second City Elite (1.28% Comp)
Pools and Patios (1.32% Comp)
Brite Lites, Li’l City (1.62% Comp)
Do not be fooled by the name Ready but Steadies. They might enjoy where they are in life now, but can always move on to something different. Hailing from second cities this middle aged artsy group is climbing to the peak of success. Mostly without kids the Ready but Steadies enjoy theater dance productions as well as books on tapes. It would not be uncommon to find someone in this group in a store like Crate and Barrel or Pottery Barn.

9. Ready But Steadies Stats
Middleburg Managers
Index: 121
Average item order: 1.5
Average amount spent: $101.62
Second City Elite
Index: 214
Average item order: 1.59
Average amount spent: $134.64
Pools & Patios
Index: 176
Average item order: 2.17
Average amount spent: $219.04
Brite Lites, Li’l City
Index: 181
Average item order: 1.58
Average amount spent: $188.71

10. Ready but Steadies Consumer Behaviors Media Behaviors Demographics
Shops at Talbots
Owns Timeshares
Drives a Subaru Forester
Media Behaviors
Reads Macworld
Demographics
35-64 age group

11. The Good Life The Good Life consist of:
(7.2% Comp)
( Index Average)
The Good Life consist of:
Big Fish, Small Pond
God’s Country
Country Squires
Fast Track Families
The Good Life is the high life. High powered jobs with laid back leisure is the name of the game. The Good Life's enjoy days at the country club playing golf or spending quality family time on the power boat. These mid-age, upscale, town dwellers love cruising around in their BMW or Cadillac and making a stop at the local L.L. Bean. Wholesale websites such as Zappos.com, Amazon.com and Buy.com are among some of their favorite shopping sites.

12. The Good Life Stats Big Fish, Small Pond God’s Country Country Squires
Index: 203
Average item order: 1.88
Average amount spent: $132.61
God’s Country
Index: 283
Average item order: 1.57
Average amount spent: $166.95
Country Squires
Index: 362
Average item order: 1.6
Average amount spent: $155.21
Fast Track Families
Index: 139
Average item order: 1.69
Average amount spent: $164.66

13. The Good Life Consumer Behaviors Media Behaviors Demographics
Rents Pay-Per-View movies
Business Travel by airplane
Takes golf vacations
Media Behaviors
Netflix
Watches the Masters
Demographics
Mostly age range

14. The Gatsby’s (6.6% Comp) (249.6 Index Average)
The Gatsby’s consist of:
Kids and Cul-de-sacs
Upward Bound
Young Digerati
Winners Circle
Blue Blood Estates
The Gatsby’s are the epitome of the “American Dream”, young, wealthy, diverse, suburban families that pride themselves on education and fun. Taking family vacations, being a soccer mom and having a high level business executive job would all describe how The Gatsby’s operate. Million dollar homes filled with top of the line Thomasville furniture and closets decked out with Neiman Marcus department store suits is just one of the ways The Gatsby’s stay trendy and on top. Do not let the money fool you though. The Gatsby’s know what is important and that is their family/children. That is why the Disney Store, Nickelodeon and ToonDisney are Gatsby household names.

15. The Gatsby’s Stats Kids & Cul de Sacs Upward Bound Young Digerati
Index: 131
Average item order: 1.66
Average amount spent: $114.52
Upward Bound
Index: 176
Average item order: 1.5
Average amount spent: $111.57
Young Digerati
Index: 205
Average item order: 1.29
Average amount spent: $89.73
Winners Circle
Index: 416
Average item order: 1.46
Average amount spent: $136.79
Blue Blood Estates
Index: 320
Average item order: 2.12
Average amount spent: $224.19

16. The Gatsby’s Consumer Behaviors Media Behaviors Demographics
Shops at Target.com
Shops at Expedia.com
Takes ski/snowboarding trips
Media Behaviors
Orders Video-On-Demand
Demographics
Majority is age range

17. The Jones The Jones consist of:
(5.89% Comp)
(226 Index Average)
The Jones consist of:
Movers and Shakers
Executive Suites
Home Sweet Home
Upper Crust
There is no point in trying to keep up with these middle age and wealthy people. The Jones take full advantage of not having any children by starting their own businesses, working at home and chilling at the country club. If they are not shopping at Saks 5th Ave, IKEA or J-Crew, most likely The Jones will be at home watching Saturday Night Live or The Office. To get around the suburbs this group likes to ride in style so, Mercedes, Acuras and Range Rovers are all common.

18. The Jones Stats Movers & Shakers Executive Suites Home Sweet Home
Index: 339
Average item order: 1.46
Average amount spent: $172.14
Executive Suites
Index: 177
Average item order: 1.56
Average amount spent: $78.23
Home Sweet Home
Index: 110
Average item order: 2.3
Average amount spent: $146.99
Upper Crust
Index: 278
Average item order: 1.45
Average amount spent: $

19. The Jones Consumer Behaviors Media Behaviors Demographics
Has in home exercise equipment
Owns Pets
Rents or buys exercise videos
Media Behaviors
Reads Wired Magazine
Watches the Style Channel
Demographics
White collar jobs downtown
Between years old

20. Harry & David Opportunities for the Future
We found 8 consumer segments that have potential for Harry & David. If marketed to more, these 8 consumer segments have the possibility to increase sales for Harry & David. With research, we found that these 8 segments, averages do not differ from the core consumer segments that much. Lastly, we broke those 8 segments in to 2 groups.
Introducing:
Team Adventures
The Renaissance

21. Team Adventures The Adventures consist of: Red, White, and Blues
Greenbelt Sports
Big Sky Families
Mayberry-ville

22. Team Adventure
Team Adventures are young, rural adults who love to be outside in the wilderness. You name it, hunting, fishing and canoeing are all pleasures for these midscale income people. Four Wheeling or riding in their diesel pick up truck is the easiest way to get around to the local Lowes store. Partaking in a bidding war on ebay.com or watching the lottery numbers on TV sum up these once blue collar workers turned service industry employees.

23. The Adventures Consumer Behaviors Media Behaviors Demographics
Drives a Subaru Legacy
Orders from Lands End
Media Behaviors
Watches the Daytona 500
Reads Bass Master Magazine
Demographics
6.74% of the potential market

24. The Renaissance The Renaissance consist of: Family Thrifts
Bohemian Mix
New Beginnings
Multi-Culti Mosaic

25. The Renaissance
The name says it all. The Renaissance is the rebirth. Diverse in all aspects, The Renaissance group is up on all the latest trends and movies. Not the richest group but they do well with what they have. Express clothing store and the fuel efficient Volkswagen allow them to save for premier items. These adults in transition have kids and live a faster paced life in the city and suburbs. Mostly Immigrants, The Renaissance group is like a baby and wants to see what America has to offer.

26. The Renaissance Consumer Behaviors Media Behaviors Demographics
Shops at Walgreens and CVS
Drives Kia and Suzuki brand cars
Media Behaviors
Watches:
Univision
Telemundo
Premios Juventud
Demographics
Entry level jobs
6.69% of the potential market