Geospatial Applications and Research Lab (GRAC) Invited Speaker Address

1. Geospatial Applications and Research Lab (GRAC) Invited Speaker Address David A. Bradbard & Barbara K. Fuller Winthrop University Auburn Alabama April 1, 2011

2. Comparative Analysis of Merchandising Strategies for Best Buy Stores in Charlotte, NC Using Geodemographic Analysis

3. Best Buy Market Segments The Affluent Professional – Barry The Focused, Active Younger Male Customer – Buzz The Suburban Soccer Mom – Jill The Small Business Customer – BB4B The Family Man – Ray

4. Alabama Median HH Income

7. Auburn Best Buy Three Mile Radius

8. Birmingham Best Buy Three Mile Radius

9. Prattville Best Buy Three Mile Radius

10. Hoover Best Buy Three Mile Radius

11. Alabaster Best Buy Three Mile Radius

12. Tuscaloosa Best Buy Three Mile Radius

13. Best Buy Project • Customer Segmentation • Demographic Characteristics • Psychographic/Community Tapestry Information – • Segments outlined in your Community Tapestry Segmentation Report • Customer Behavior Information • Retail Expenditure and Media Usage • Team decision on market segment • Barry, Jill, Buzz, Ray or a combination and justification for decision.

14. Using Mediamark Research Inc (MRI) Data Using data from Community Tapestry and MRI you can produce specialized reports for each trade area.  MRI conducts surveys to how individuals purchase/use various products and services. MRI provides index scores to show whether people are more or less likely to purchase/service than the average US household. A score of 110 indicates a household is 10 percent more likely to purchase/use a particular product or service.  In this project, students will look at spending characteristics in six areas: Appliances, Camera & Film, Electronics, Internet, Telephones/Services, and Video/DVD.

15. Best Buy Store StrategyBased on Segmentation Data Re-engineer the customer experience addressing the specific needs within the segment. • Preferred product assortment – based on the retail expenditure report you should create charts (excel charts, graphs, etc.)using your index number to justify your merchandise choices • Preferred store layout – this could provide layouts of the store, depth and breadth of merchandise assortment, and justification on placement of merchandise • Tailored Services – Using the information from the appendix of your case on customer-centric service, outline the type, extent, and quality of customer service required for you segment. Be sure to refer to your market segment needs and differentiate their needs from the other Best Buy segments. • How does your strategy fit within Best Buy’s overall brand strategy?

16. Merchandising Options at Best Buy Stores

17. Marketing Strategy for Promotion of the Store Locally • Using the Marketing Strategy Report which identifies what media your market segment listens to, watches and reads, develop a local promotion plan to reach your target audience (market segment). •  Discuss why you chose the specific media, why you think the ones you have chosen will be more effective than other types of media. Use the information that you obtain in your market strategies report and if feasible create charts/graphics that back up your recommendations.

18. Blakeney Mid Town CT Data for Two Best Buy Stores

19. Understanding Your Target Customer Blakeney Mid Town

20. Best Buy Stores in Charlotte Area

21. Competition in Mecklenburg County

22. Competition in Mecklenburg County

23. Competition in the Uptown Location

24. ESRI Community Tapestry http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf

25. Community Tapestry: Trendsetters

26. Focus on Uptown Area: Trendsetters

27. Uptown Tapestry Report Segment 22: Metropolitans Segment 23: Trendsetters Segment 27: Metro Renters Segment 65: Security Set

28. Community Tapestry: Green Acres

29. Green Acres in Concord Mills and Kannapolis

30. Concord Mills Tapestry Report Segment 17: Green Acres

31. Blakeney Store Overlay on Income Barry - Affluent Professional Market Segment

32. Blakeney Store Tapestry Segment Segment 4: Boomburbs

33. The Artist’s Collection

34. The Artist’s Collection San Francisco, CA Charlotte, NC

36. The Artist’s Collection Madison Smith is a potential new business owner that has proposed opening, The Artist’s Collection, a retail store featuring a variety of handmade goods, ranging from women’s jewelry to one-or-a-kind pieces of art and is looking for a location in Charlotte.

37. The Artist’s Collection Site Selection Leasable Retail Space

38. Leasable Property Reports Business Proximity (Competition) Recent Construction Proximity Demographic Report Public Transportation

39. Business Proximity (Competition) 18 Jewelry Stores

40. Demographic Report

41. Public Transportation Report

42. Rubrics for the Artist’s Collection Oral Presentation Written Paper Letter to Owner Comparison Chart Location Checklist Trade Area Analysis References Appendix • Organization • Presentation • Audience • Visuals