Tesco "Lifestyles" — behavioural segmentation system used to target Clubcard mailings (SS, weakest evidence in the targeting domain)

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.

Source. Cengage Tesco case PDF (accessed 2026-06-21).

Confidence. Single-source. Independent peer-reviewed validation of "Lifestyles" specifically not located this pass.

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 brief (June 2026) — designated next-pass research).

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).