CITY OF LOCKHART

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CITY OF LOCKHART Retail Market Analysis
December 11, 2008 Aaron Farmer National Project
Director
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Lockhart PRIMARY TRADE AREA MAP / POPULATION
Population 14,433 By Race/Ethnicity
() White 67.76 Black/Afr. Am. 11.16 Other 21.
06 Hispanic Origin 46.62 Median Age 34.30 Avg
HH Income 52,656 Per Cap. Income 17,770
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Lockhart Primary Trade Area
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Lockhart Secondary/Tertiary Trade Area
SECONDARY TRADE AREA
TERTIARY TRADE AREA
Population 18,189 By Race/Ethnicity
() White 68.99 Black/Afr. Am. 9.49 Other 21.5
1 Hispanic Origin 44.80 Median Age 34.68 Avg.
HH Income 54,893 Per Cap. Income 18,457
Population 36,976 By Race/Ethnicity
() White 69.56 Black/Afr. Am. 6.89 Other 23.5
4 Hispanic Origin 44.14 Median Age 34.58 Avg.
HH Income 54,131 Per Cap. Income 18,644
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Growth Projections 2008-2013

• Lockhart 10.15
• Primary Trade Area 10.56
• Secondary Trade Area 11.65
• Tertiary Trade Area 9.64

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Lockhart Radials and Drive-Times
5 Mile 15,983 7 Mile 18,028 10 Mile 25,751
5 Minute 10,822 7 Minute 15,699 10 Minute
17,087
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Lockhart Traffic Counts

• New SH 130 Route to bring a large traffic count.

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Retail Leakage Gap Analysis

• Identify specific retail sectors that are
  underserved
• Identify which retailers can successfully fill
  these gaps
• Identify opportunities for product or service
  expansion

149 million in potential retail sales in
Lockharts Primary Trade Area. 79 million in
potential retail sales in Lockharts Central
Business District. 68 million leaking out of the
Central Business District.
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LOCKHART RETAIL GAP ANALYSIS SUMMARY
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LOCKHART RETAIL GAP ANALYSIS SUMMARY
(CONTINUED)
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LOCKHART CBD RETAIL GAP ANALYSIS SUMMARY
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LOCKHART CBD RETAIL GAP ANALYSIS SUMMARY
(CONTINUED)
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Psychographics Defined
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Psychographics

• Your retail trade areas psychographic profile is
  a breakdown into one or more of 66 lifestyle
  segments that identify consumer

• Lifestyles
• Purchasing behaviors
• Media habits

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LOCKHART PSYCHOGRAPHIC PROFILE
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PSYCHOGRAPHICS Top Lifestyle Segments of
Lockhart Trade Area
32 New Homesteaders Upper-Mid, Younger w/
Kids Young, upper-middle-class families seeking
to escape suburban sprawl find refuge in New
Homesteaders, a collection of small rustic
townships filled with new ranches and Cape Cods.
With decent-paying jobs in blue-collar
industries, these dual-income couples have
fashioned comfortable, child-centered lifestyles
their driveways are filled with campers and
powerboats, their family rooms with PlayStations
and Game Boys.
2007 Statistics US Households 2,327,025
(2.05) Median HH Income 57,023 Lifestyle
Traits Go to Chuck E. Cheese Buy videos
online 4-Wheel and Off-Road magazines Nickelodeon
TV Kia Sedona
Demographics Traits Urbanicity
Town/Rural Income Lower-Mid Income Producing
Assets Low Age Ranges Age HH w/o Kids Homeownership Renters Employment
Levels WC, Service, Mix Education Levels High
School Grad Ethnic Diversity White, Black, Mix
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PSYCHOGRAPHICS Top Lifestyle Segments of
Lockhart Trade Area
48 Young Rustic Lower-Mid, Middle Age w/o
Kids Young Rustic is composed of middle age,
restless singles. These folks tend to be
lower-middle-income, high school-educated, and
live in tiny apartments in the nations exurban
towns. With their service industry jobs and
modest incomes, these folks still try to fashion
fast-paced lifestyles centered on sports, cars,
and dating.
2007 Statistics US Households 2,281,989
(2.01) Median HH Income 32,607 Lifestyle
Traits Go to auto races Drew Carey Show in
syndication King of the Hill in syndication WWE
Wrestling TV Dodge Neon
Demographics Traits Urbanicity
Town/Rural Income Lower-Mid Income Producing
Assets Low Age Ranges Age HH w/o Kids Homeownership Renters Employment
Levels WC, Service, Mix Education Levels High
School Grad Ethnic Diversity White, Black, Mix
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PSYCHOGRAPHICS Top Lifestyle Segments of
Lockhart Trade Area
50 Kid Country, USA Lower-Mid, Younger w/
Kids Widely scattered throughout the nations
heartland, Kid Country, USA is a segment
dominated by large families living in small
towns. Predominantly white, with an above-average
concentration of Hispanics, these young,
working-class households include homeowners,
renters, and military personnel living in base
housing about 20 percent of residents own mobile
homes
2007 Statistics US Households 1,529,683
(1.35) Median HH Income 42,353 Lifestyle
Traits Buy kids bicycles Buy swingsets Baby Talk
magazine Toon Disney channel Mazda Pickup
Buying Habits Buy Childrens Cold Medicine,1mo
(H) 299 Buy Baby Furniture/Equipment,6mo (H)
284 Buy Childrens Athletic Shoes,6mo (H)
284 Buy Childrens Clothes,6mos (H) 260 Buy
Childrens Bicycles,1yr (A) 208
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PSYCHOGRAPHICS Top Lifestyle Segments of
Lockhart Trade Area
57 Old Milltowns Downscale, Mature Mostly w/o
Kids Americas once-thriving mining and
manufacturing towns have aged--as have the
residents in Old Milltowns communities. Today,
the majority of residents are retired singles and
couples, living on downscale incomes in pre-1960
homes and apartments. For leisure, they enjoy
gardening, sewing, socializing at veterans clubs,
or eating out at casual restaurants.
Buying Habits Has Medicare/Medicaid (A)
245 Grocery Shopping,Kelloggs Corn Flakes,1wk (H) 144 Belong to a
Veterans Club (A) 142 Use Spam,1mo (H)
139 Order from Publishers Clearing House,1yr (A)
129Do Bird Watching,1yr (A) 124 Coupon User,0-3
Times,3mo (H)
2007 Statistics US Households 1,699,060
(1.49) Median HH Income 30,680 Lifestyle
Traits Watch soap operas Eat at casual/buffet
restaurant Hallmark channel CBS Evening News
TV Chevy Cobalt
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Strengthening Your Business in Todays
Economy
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75 of all retail merchandise transactions take
place between 4pm and 11pm and on weekends.
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Provide Exceptional Customer Service

• LISTEN to your customers!
• Train your staff about customer service.
• Make the extra effort. (Dont just point to the
  aisle, walk them to it.)
• Give them something extra. (Throw in a coupon for
  an extra 10 off their next purchase.)

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Are You Targeting Your Customers?

• Survey your customers.
• Find out what products they buy.
• Use the Psychographic Analysis to determine your
  customers lifestyle behaviors and purchasing
  habits.

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Be Seen. Participate in City Events.

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Look to The Internet.

The National Retail Association is forecasting
204 billion in retail sales over the Internet in
2008, while the rest of the retail industry
expects sluggish growth.
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Find Similar Businesses That our Being Successful.

• Dont be afraid to be unique.
• Cater to your customers.
• Avoid competing on price, there will always be a
  larger store with deeper pockets.

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Dont take the kids for granted.

• Have a kid friendly store.
• By 2010, kids will have around 30 billion in
  spending power and influence their parents who
  have some 140 billion in spending power.
• If kids dont enjoy shopping at your
• store, dont plan on their parents
• coming back.

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Thank you CITY OF Lockhart The Retail Coach,
LLCP. O. Box 7272Tupelo, MS 38802662.844.2155
tel[phone] fax info_at_theretailcoach.net www.t
heretailcoach.net