{"id":1466,"slug":"tesco-lifestyles-segmentation-mailings","title":"Tesco \"Lifestyles\" — behavioural segmentation system used to target Clubcard mailings (SS, weakest evidence in the targeting domain)","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["behavioral-economics","customer-retention"],"reference_body":"**Claim.** Tesco / dunnhumby developed the \"Lifestyles\" segmentation system — modelling customer shopping behaviour as a basis for targeting Clubcard mailings to relevant segments rather than spraying generic offers.\n\n**Source.** Cengage Tesco case PDF (accessed 2026-06-21).\n\n**Confidence.** Single-source. Independent peer-reviewed validation of \"Lifestyles\" specifically not located this pass.\n\n**Caveats.** Targeting & market-selection is the *weakest documented* of the five decision domains in this brief; the Lifestyles example supports targeting *within* an existing base, not site selection or territory expansion. Independent SMB-relevant evidence for the territory / lookalike case is the designated next-pass research gap ([[gaps-information-asymmetry-decision-edge-next-pass-research]]).\n\n**Implication / use.** Cite as illustrative of in-base segmentation but do not anchor the article on it. If the next pass cannot independently strengthen targeting & selection, consider merging it into the retention domain (propensity / segmentation are the same skill).","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"research-brief-information-asymmetry-decision-edge-june-2026","title":"Research notes (capture-layer): the affirmative, inward decision-edge case for data intelligence — information asymmetry applied to pricing, demand, risk, retention, targeting (June 2026)","kind":"research-notes","scope":"business","link_type":"depends-on"},{"slug":"tesco-clubcard-1994-trial-9-stores-50m-tx","title":"Tesco Clubcard 1994 trial — 9-14 stores over 3 months, >50 million transactions; dunnhumby analysed ~10pct sample","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[]},"created_at":"2026-06-21T01:14:48.730Z","updated_at":"2026-06-21T01:14:48.730Z"}