Rank & File
The following section details the 4 Rank and File codes.
- Settled Semis (4.4%)
- Most reside in semi detached houses in the Midlands and North West
- They tend to be skilled or semi-skilled workers aged over 45
- They are likely to own one used car but unlikely to give to third world charities
- They are sometimes responsive to direct marketing but value of purchases tends to be low
- They shop at downmarket supermarkets
- Boil & Bleach (4.1%)
- Represent the entire age band and are lower paid workers in factories and similar blue collar occupations
- They have very little direct or online marketing interaction
- They shop at down market local stores
- Iceland Mums (4.3%)
- Tend to be aged under 40, and live in the North, Wales and Northern Ireland
- Reside in terraced houses with a mortgage and are highly likely to have additional loans
- They tend to live on a budget, making use of down market discount stores and supermarkets
- They are unlikely to be responsive to most direct marketing, but do enter competitions
- Make & Mend (1.1%)
- Tend to be of a younger age, single or married but with no kids
- Occupations tend to be a mix of shop workers, semi skilled workers or unemployed
- This code has the highest percentage of private renters with many living in flats
- They are unlikely to shop for groceries online, although they are the group most likely within Rank & File to own a decent car and give to charity
- Wilful Workers (2.75%)
- Early middle aged families with above average income
- Tend to be few flat dwellers, residing in family homes with 2+ kids
- They are less likely to be burdened with debt than other codes within Rank & File and the most upmarket in terms of shopping habits
- They are the most likely of all the Rank & File codes to have a monthly mobile contract
Overview
The Rank & File segment makes up 17% of the UK population and cuts across all age groups. They tend to be skilled or semi-skilled workers who have bought their own homes and cars, albeit a used economy car. Many have secured and unsecured loans and many of the younger individuals are suffering financial stress.
Media & Shopping
The Rank & File group tends to read tabloid newspapers, and shop at mid to down market supermarkets. They tend to have pay-as-you-go mobile phone contracts, and are less likely to give to charity. They are light users of direct mail, although they prefer catalogue ordering or using home shopping channels. They are more likely to take package holidays to Spain or holiday in the UK.
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