News
 Why
It’s Critical to Target New Movers
Targeting new movers represents a significant
opportunity for local businesses to grow, profit and
reach a captive audience, states a new study by
Perkasie, Pa.-based direct marketing firm Moving
Targets. The study reveals when’s the best time to
target new movers, why it’s critical and what kind
of services movers are looking to tap into.
New residents typically move due to major life
transitions – marriages, new jobs, births,
retirements and divorces are common reasons. These
new movers often have a host of new challenges, the
report states. Not only are new movers often lonely
and unsure in their new surroundings, but all the
social and community connections they had – from
neighbors and friends to dentists and hairdressers –
are now severed and must be replaced.
According to the study, movers go through five
stages of transition:
1. Separation
2. Transformation
3. Early Integration
4. Later Integration
5. Maintenance
The most interesting part of this study was the
information on when it the best time to capture new
mover’s attention. According to the report, it’s
during their transformation, early integration and
later integration stages that represents the best
opportunity for local retailers to reach out to new
movers.
The U.S. Postal Service calls this time period,
“hyperspending” as movers buy everything from new
drapes to Chinese takeout. On average, new residents
spend $7,100 for goods directly attributable to
their relocation and during the first 24 months
after a move, an estimated 80 percent of new
residents will try new products and services from
local businesses.
According to the study, targeting new movers is the
most effective way to replace the 20 percent to 40
percent annual customer turnover rate that typical
small retail operations face. The study – called
“How to Overcome Retail-Customer Erosion by
Capturing New Residents” – also reveals that a
minimum of 20 percent of customers leave a merchant
in any given year.
But don’t fret – there’s still hope. The report also
notes that 80 percent of new movers are actively
searching for a business to which they can be loyal.
Here are some of the report’s other findings about
new movers:
• 62 percent eat pizza
• 65 percent of female new residents are anxious
about finding a good hairstylist
• 67 percent say it’s difficult to find an honest
auto repair shop
• 80 percent redeem gift certificates offered by
local merchants and
• 98 appreciate gifts or offers from local merchants
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