Bringing Retail to Underserved Markets

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Bringing Retail to Underserved Markets Plugging
Retail Leaks
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About Buxton

• The industry leader in customer analytics and
  site selection to the retail industry
• Ernst Young Entrepreneur of the Year 2007
  Southwest Area winner
• Named The Site Selection Whiz in 2006 by Retail
  Traffic Magazine
• 450 cumulative years of retail experience
• 1,500 clients
• 300 community clients
• Our communities have recruited over 15 million
  sq. feet of retail

• We Speak Retail!

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Identifying Customers
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Key Steps in Strategy Development

• Step 1. Delineate Your Trade Area
• Step 2. Identify and Profile Your Customers
• Step 3. Match Customers to Retailers
• Step 4. Provide Customized Marketing Packages

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Step 1. Delineate Your Trade Area
Types of Trade Areas Compared
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Step 2. Identify Profile Your Customers

• Traditionally, locations were selected based on

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Step 2. Identify Profile Your Customers
For retailers Its Customers, Not People

• Now, customers can be identified based on
• Lifestyles
• Purchase Behavior
• Media Habits

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Buxtons Customer Data
In-house data on over 116 million households, up
to as many as 6 individuals in each household
27 Terabytes of online data capacity managed in
our state-of-the art technology center
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Census Profile
Step 2. Identify Profile Your Customers

• Customer One Customer Two
• Age 40 Year Old Male 44 Year Old Male
• Income 42,000 Income 46,000 Income
• Ethnicity Caucasian Caucasian
• Marital Status Married Married
• Kids 2 Children 3 Children
• Education Post-graduate degree College Graduate

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Step 2. Identify Profile Your Customers
Psychographic Profile

• Customer One Customer Two
• Owns iPod Power Boat
• Eats Boston Market Chilis Grill Bar
• Reads Barrons Field Stream
• Watches PGA Tour Country Music TV
• Drives BMW 5 Series Dodge Ram
• Drinks White Wine Bud Light

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Step 2. Identify Profile Your Customers
All U.S. households fall into 1 of 66 customer
segments
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Step 3. Match Customers to Retailers
This profile represents the makeup of a community
Core Customers
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Step 3. Match Customers to Retailers
A retailer profile is then compared to your
community profile. The blue bars represent the
core segments for the retailer.
Core Customers
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Step 4. Customized Marketing Packages
Custom Retail Trade Potential
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With CommunityID You Have

• Immediate Competitive Advantage
• A Retail Economic Development Strategy
• A Partnership with Recognized Industry Experts
• A Marketing Program Ready to Execute

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In 60-Business Days You Can

• Aggressively Market to Retailers You Select
• Begin to Reduce Retail Leakage
• Increase Sales Tax Revenues
• Build a Stronger Retail Sector and Economy

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What is the Next Step to Move Your Retail
Development Forward?
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www.buxtonco.com Email buxton_at_buxtonco.com 817.33
2.3681