Reward Integrates Experian Mosaic to Deliver Deeper Customer Insight

Reward, a global leader in customer engagement and commerce media, has announced that it is embedding Experian Mosaic — one of the world’s most comprehensive consumer segmentation frameworks — into its Intelligence and Activation solutions. This strategic integration brings together Reward’s transactional insights with Experian’s rich demographic and lifestyle data, enabling brands, retailers and marketers to gain a far more complete view of UK consumers.

By combining detailed transactional data with experiential consumer categorisation from Mosaic, the solution gives partners the ability to better understand who their customers are and why they behave the way they do — insights that are increasingly critical in an era of fast-changing consumer purchasing patterns and economic uncertainty.

What The Integration Means

Connecting Behaviour With Consumer Context

Reward has built its reputation on analysing first-party transaction data from a panel of more than 10 million UK banking customers. By embedding Experian Mosaic across its Intelligence and Activation suite, the platform now adds a demographic and lifestyle dimension to this transaction data. This means brands can not only see what customers buy but also who they are — their profiles, preferences and behavioural tendencies.

Experian Mosaic segments the UK population into distinct consumer groups based on a blend of demographics, lifestyles, and behavioural traits. By linking these segments with real spending patterns, marketers can uncover insights that go beyond simple purchase history. For example, they can identify which customer segments are likely to convert on particular offers, tailor messaging more effectively, and optimise campaigns for different audience types.

Reward’s Chief Commercial Officer emphasised that this combined capability gives partners “greater confidence when planning and activating against real customer needs,” while Experian’s Managing Director for Marketing Services noted that Mosaic’s rich, granular consumer insights help “develop messages and communications strategies that are more relevant, impactful and effective.”

Bridging Data Insights for Better Outcomes

Why This Matters Now

In today’s market environment, where consumer preferences and spending habits change rapidly, access to multi-dimensional customer insights is essential. Traditional segmentation and broad demographic groups do not fully account for the nuances in behaviour across different life stages and economic segments. By embedding Mosaic, Reward helps marketers:

• Move beyond isolated data points to view spending alongside lifestyle and life-stage information.
• Identify emerging trends, such as how motivations like health and wellness vary across households and demographic groups.
• Improve campaign relevance, tailoring offers to segments that are most likely to respond.

For example, early analyses using combined data showed segments such as “Budding Families” and “Affordable School Years” significantly increased health and wellness spending at the start of 2025 — insights that help brands optimise seasonal offers and product messaging.

Strategic Implications for Retail and Marketing

This type of integration reflects a broader industry trend where data providers and engagement platforms collaborate to reduce segmentation silos. Instead of marketers working separately with transactional insights and third-party segmentation data, Reward’s platform now delivers both in a unified way — enabling:

• More precise audience planning based on both purchasing behaviour and psychographic profiles.
• Better measurement and activation across channels, from digital advertising to in-store promotions.
• Enhanced personalisation, giving end customers more relevant offers and communications.

Given that many organisations are investing heavily in first-party data strategies to build deeper customer relationships, the addition of mosaic segmentation enriches that data with intelligent audience insights — making it possible for companies to better anticipate customer needs and behaviours.

Industry Context: Why Mosaic Matters

Experian’s Mosaic is widely used across sectors to offer demographically and behaviourally informed customer profiles. By classifying households into well-defined segments, Mosaic helps marketing and analytics teams tailor their strategies based on lifestyle, affluence, family composition, and consumer attitudes rather than relying solely on raw purchase data or broad age/gender groupings. This capability is particularly valuable for brands and retailers seeking to deepen engagement or drive long-term loyalty.

Looking Ahead

As Reward and Experian continue to refine this integration, the combined solution is expected to help businesses better respond to evolving consumer trends, such as shifts in spending patterns due to inflationary pressures or lifestyle changes among younger and older cohorts. It also positions both companies at the nexus of data-driven commerce media and targeted customer engagement, where insights lead directly to more effective activation strategies.