Copyright© 2009 Buxton Company. All Rights Reserved.

Economic Economic DevelopmentDevelopment

Anniston, AlabamaAnniston, Alabama

Economic Economic DevelopmentDevelopment

Anniston, AlabamaAnniston, Alabama

June 23, 2009June 23, 2009

Success is insight.

Retail is in Our DNA

• Industry Leader in Customer Analytics

• 1,400+ Retail & Restaurant Clients

• 450+ Public Sector Clients

• 20M+ square feet of retail expansion by our community clients

• Daily interface with senior retail real estate executives

We Speak Retail!

Success is insight.

Our Clients• Retail Clients – 1,400+

• Community Clients – 450+

• Healthcare Clients – 100+

Success is insight.

City of Anniston’s Purpose

To better understand the retail environment and opportunities for the City

Application

Anniston now has a better understanding of its retail trade area, customer base and retail potential. The city can move forward with a very focused retail strategy to capture retailers that are appropriate for its customers.

City’s Goals

Success is insight.

Executive Summary

The following sites were submitted to Buxton for preliminary analysis:

– Choccolocco Rd & Golden Springs Rd– Greenbrier-Dear Road & South Quintard– McClellan Blvd & New Summerall Gate Rd– 15th Street & Noble Street

15th Street & Noble Street and Choccolocco Rd & Golden Springs Rd. were then used for complete analysis and retail matching.

Success is insight.

Key Steps in Strategy Development

Step 1. Defining Trade Area

Step 2. Identifying and Profiling Customers

Step 3. Understanding Retail Potential

Step 4. Matching Customers to Retailers

Step 5. Creating Customized Marketing Packages

Success is insight.

Step 1. Defining Trade Area

A 10 minute drive time was established for each Site.

Factors considered when selecting the drive time include:

•Region

•Existing retail in surrounding areas

•Density of the community

Success is insight.

Step 2. Identifying and Profiling Customers

Customers are identified based on psychographic characteristics which include:

•Lifestyles•Purchase Behavior•Media Habits

For retailers: It’s Customers, Not People

Success is insight.

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All U.S. households fall into 1 of 66 psychographic segments

Segmentation

Success is insight.

Psychographics focus on

Customer Lifestyles

Lifestyles

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Middle-class couples, 50-60 years old

Own home in a small-townHave a granola-and-grits lifestyle Read Country Living, Gourmet,

ForbesBuy recreational vehicles and

campers

Segment 28 Traditional Times

Success is insight.

Psychographics focus on

Customer Lifestyles

Lifestyles

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Young, restless singles Lower income, high school educated Rent tiny apartments in exurban towns Service industry jobs and modest

incomesLifestyles centered on sports, cars,

dating

Segment 48 Young & Rustic

Success is insight.

Psychographics focus on

Customer Lifestyles

Lifestyles

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Retired singles and couples, downscale incomes

Elementary or high school educationLive in pre-1960 housing in aged mining townsEnjoy gardening, sewingSocialize at veterans clubs, eat at casual

restaurants

Segment 57 Old Milltowns

Success is insight.

Step 2. Identifying And Profiling Customers Within The Choccolocco Rd and Golden Springs Rd 10 Minute Trade Area

Trade Area Segmentation – Psychographic profile of

customers within the trade area

Dominant Segments – Psychographic

segments that make up at least 3% of the

trade area

Success is insight.

Step 2. Identifying And Profiling Customers Within The 15th Street and Noble Street 10 Minute Trade Area

Trade Area Segmentation –

Psychographic profile of customers within the

trade area

Dominant Segments – Psychographic

segments that make up at least 3% of the trade

area

Success is insight.

Example of Major Store Type. Buxton analysis details: •74 Store Types •36 Product Types

Step 3. Understanding Retail PotentialChoccolocco Rd and Golden Springs Rd10-Minute Retail Leakage/Surplus Analysis How many dollars are leaving What stores attract outside dollars How strong is our retail sector What are our retail opportunities What are the opportunities for local retailers

Success is insight.

Step 3. Understanding Retail Potential15th Street and Noble Street10-Minute Retail Leakage/Surplus Analysis How many dollars are leaving What stores attract outside dollars How strong is our retail sector What are our retail opportunities What are the opportunities for local retailers

Example of Major Store Type. Buxton analysis details: •74 Store Types •36 Product Types

Success is insight.

Step 4. Matching Customers to RetailersThe Trade Area profile was matched to the profiles of

over 4,500 retailers and restaurants.

A wide variety of categories were identified as good opportunities for Anniston’s trade area, including:

• Children’s Apparel, Furniture/Beds

• Shoes

• Sporting Goods/Athletic Apparel

• Book Stores, CD/Music

• Hardware/Home Improvement

• Supermarkets

Success is insight.

Executing Anniston’s Retail Strategy

Marketing is not an option – it’s mandatory

Market Anniston’s Retail Advantages:• Location (Trade Area)• Retail Potential (Leakage/Surplus report)• Retailer’s customers in your trade area (Retail Match Report)• Your site compared to other locations (Retail Match Report)

Success is insight.

Step 5. Creating Custom Marketing Packages

Contact Information

Profile Match

ReportsSite Description

Supporting Maps

Marketing Packages can also be created for developers, brokers,

and franchisees.

Success is insight.

CommunityID SCOUT 2.0

Enter SCOUT together with your

target retailer

Click to show your site

Click to show the retailer’s dominant segment households

Click to show your trade area

Click to show Google aerial map

Click to show zoomed in aerial

mapClick Match Report to show the retailer

you are their target market

Market your community using SCOUT’s dynamic online tools

Success is insight.

CommunityID SCOUT 2.0

Create a Leakage/Surplus Analysis Report at any point in your community

Enter SCOUT

Locate a site for a Leakage

Surplus report

Fill in the required field, select type of

trade area and click Run.

Right click your mouse and select

Run Retail Leakage/Surplus

Report Here

When the report is completed, select “View

Report” or “Save Report.”

Success is insight.

CommunityID SCOUT 2.0Market your community using SCOUT’s dynamic online tools

•Click on a Retailer Marketing Package to show all the data relative to the target retailer and your community

•You can send this and other reports electronically to your prospect

Success is insight.

There is no single marketplace…

Aggressively Market To:• Targeted Retailers• Retail Developers• Commercial Real Estate Firms• Shopping Center Owners• International Council of Shopping Centers (Las Vegas and regional events)

Executing Anniston’s Retail Strategy

Success is insight.

Use Buxton to stay current• Client E-newsletter• SCOUT- online marketing tool• Educational Webcasts• ICSC Support• Client Services Team• Additional Retail Matches and Data Updates

Executing Anniston’s Retail Strategy

Success is insight.

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