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CITY OF LOCKHART Retail Market Analysis

CITY OF LOCKHART Retail Market Analysis. December 11, 2008 Aaron Farmer National Project Director. 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

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CITY OF LOCKHART Retail Market Analysis

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  1. CITY OF LOCKHART Retail Market Analysis December 11, 2008 Aaron Farmer National Project Director

  2. 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

  3. Lockhart – Primary Trade Area

  4. 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 21.51 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 23.54 Hispanic Origin 44.14 Median Age: 34.58 Avg. HH Income: $54,131 Per Cap. Income $18,644

  5. Growth Projections 2008-2013 Lockhart: 10.15% Primary Trade Area: 10.56% Secondary Trade Area: 11.65% Tertiary Trade Area: 9.64%

  6. 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

  7. Lockhart – Traffic Counts • New SH 130 Route to bring a large traffic count.

  8. 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 Lockhart’s Primary Trade Area. $79 million in potential retail sales in Lockhart’s Central Business District. $68 million leaking out of the Central Business District.

  9. LOCKHART – RETAIL GAP ANALYSIS SUMMARY

  10. LOCKHART – RETAIL GAP ANALYSIS SUMMARY (CONTINUED)

  11. LOCKHART – CBD RETAIL GAP ANALYSIS SUMMARY

  12. LOCKHART – CBD RETAIL GAP ANALYSIS SUMMARY (CONTINUED)

  13. Psychographics Defined

  14. Psychographics Your retail trade area’s psychographic profile is a breakdown into one or more of 66 lifestyle segments that identify consumer: • Lifestyles • Purchasing behaviors • Media habits

  15. LOCKHART – PSYCHOGRAPHIC PROFILE

  16. 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 <55 Presence of Kids: HH w/o Kids Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: High School Grad Ethnic Diversity: White, Black, Mix

  17. 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 nation’s 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 <55 Presence of Kids: HH w/o Kids Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: High School Grad Ethnic Diversity: White, Black, Mix

  18. PSYCHOGRAPHICS – Top Lifestyle Segments of Lockhart Trade Area 50 Kid Country, USA Lower-Mid, Younger w/ Kids Widely scattered throughout the nation’s 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 Children’s Cold Medicine,1mo (H) * 299 Buy Baby Furniture/Equipment,6mo (H) 284 Buy Children’s Athletic Shoes,6mo (H) * 284 Buy Children’s Clothes,6mos (H) 260 Buy Children’s Bicycles,1yr (A) 208

  19. PSYCHOGRAPHICS – Top Lifestyle Segments of Lockhart Trade Area 57 Old Milltowns Downscale, Mature Mostly w/o Kids America’s 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,<$60,1wk (H) 191 Use 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

  20. Strengthening Your Business in Today’s Economy

  21. 75% of all retail merchandise transactions take place between 4pm and 11pm and on weekends.

  22. Provide Exceptional Customer Service • LISTEN to your customers! • Train your staff about customer service. • Make the extra effort. (Don’t 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.)

  23. 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.

  24. Be Seen. Participate in City Events.

  25. 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.

  26. Find Similar Businesses That our Being Successful. • Don’t be afraid to be unique. • Cater to your customers. • Avoid competing on price, there will always be a larger store with deeper pockets.

  27. Don’t 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 don’t enjoy shopping at your • store, don’t plan on their parents • coming back.

  28. Thank you… CITY OF Lockhart The Retail Coach, LLCP. O. Box 7272Tupelo, MS 38802662.844.2155 tel662.844.2738 fax info@theretailcoach.net www.theretailcoach.net

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