Consumer Connection: Oxford / Lafayette County, Mississippi

March 11, 2009

Consumer Connection Helps Create Sustainable Communities

Community leaders have a responsibility to create sustainable communities that:

• Reflect their community’s values

• Preserve their community’s unique charm and character

• Support existing business and industry

• Attract new retail development and services

Why Should We Develop Our Retail Community?

• Satisfy citizens’ desire to shop at home

• Increase sales and property taxes

• Create new, permanent jobs

• Retain dollars that are currently spent outside the community

• Bring new dollars into the community

Balanced Economic Growth

Strong retail opportunities help attract major employers

The presence of strong employers helps communities attract and develop higher-end retailers

How Can Retail be Successfully Developed?

Retail can be successfully developed with:

Different tools and techniques

• An understanding of the retail industry and language

• Investments in resources that demonstrate the retail opportunities available in your community

How to Market Like a Fortune 500 Company

Nielsen Claritas is the preferred choiceof Fortune 500 companies who wish to

optimize their

customer targeting,

media strategies and

site analysis decisions

Lafayette County: Retailers’ Use of Claritas

Strategies To Utilize Claritas Products

How do I market to the households in my trade area?

How does this information impact my product mix?

What are the largest lifestyle segments in my trade area?

What are the retail opportunity gaps in my trade area?

Can this trade area support my business?

What is our trade area?

Lafayette County: By the Numbers

15,855Number of Households

2.3 %Population Growth – 2008 to 2013

60.4%% Owner Occupied Housing

42,050Population – 2013

41,107Population – 2008

$51,526Average Household Income

Lafayette County: By the Numbers

23.5 %Growth in Retail Demand: 2008 to 2013

$80,700,000Total Retail In-Leakage (Supply over Demand)

$630,800,000Total Retail Demand

$711,400,000Total Retail Sales

Lafayette County: Major Retail In-Leakage

$6,000,000Drugs, Health & Beauty Aids

$12,500,000Womens’, Juniors’ & Misses’Wear

$14,900,000Books

$22,000,000Groceries & Other Foods

$38,800,000Meals & Snacks

Lafayette County: Major Retail Out-Leakage

$2,200,000Men’s Wear

$5,100,000Computer Hardware, Software & Supplies

$5,500,000Furniture & Sleep Equipment

$20,500,000Automotive Fuel

Claritas Psychographics: Prizm

PRIZM combines demographic, consumer behavior, and geographic data to help marketers identify, understand and target their customers and prospects.

With PRIZM segmentation, marketers can better understand their customers and prospects, and target them with tailored messages and products designed just for them.

My Competitors are Struggling – How Can I Grad Their Customers?

“Downturns are when the biggest shifts in market share happen. But don’t try to go after different customers.

The companies that do this well focus on the customers that are at the core of their businesses.”

Rob Markey, Partner & Head of Global Customer Strategy with Bain & Company, Fortune, March 30, 2009.

My Competitors are Struggling – How Can I Grad Their Customers?

“Someone told me we couldn’t have picked a worse time to launch the brand

(a new higher-end, leather portfolio). But, we went after customers

who would buy these products in a mall setting – and we won many of them.”

Ron Sargent, CEO of Staples, Fortune, March 30, 2009.

Lafayette County: Top Prizm Segments

Young & Rustic

• 4,633 households in the County

29.2 percent of households the County

County concentration is 14.4 times the national average

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.

Lafayette County: Top Prizm Segments

Blue Highways

• 1,751 households in the County

11.0 percent of households the County

County concentration is 6.6 times the national average

On maps, blue highways are often two-lane roads that wind through remote stretches of the American landscape. Among lifestyles, Blue Highways is the standout for lower-middle-class residents who live in isolated towns and farmsteads. Here, Boomer men like to hunt and fish; the women enjoy sewing and crafts, and everyone looks forward to going out to a country music concert.

Lafayette County: Top Prizm Segments

Crossroad Villagers

• 1,530 households in the County

9.6 percent of households the County

County concentration is 4.5 times the national average

With a population of middle-aged, white-collar couples and families, Crossroads Villagers is a classic rural lifestyle. Residents are high school-educated, with downscale incomes and modest housing; one-quarter live in mobile homes. And there's an air of self-reliance in these households as Crossroads Villagers help put food on the table through fishing, gardening, and hunting.

Lafayette County: Top Prizm Segments

Back County Folks

• 1,512 households in the County

9.5 percent of households the County

County concentration is 4.4 times the national average

• Strewn among remote farm communities across the nation, Back Country Folks are a long way away from economic paradise. The residents tend to be poor, over 55 years old, and living in older, modest-sized homes and manufactured housing. Typically, life in this segment is a throwback to an earlier era when farming dominated the American landscape.

Lafayette County: Top Prizm Segments

Shotguns & Pickups

• 1,044 households in the County

6.6 percent of households the County

County concentration is 3.9 times the national average

The segment known as Shotguns & Pickups came by its moniker honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These Americans tend to be young, working-class couples with large families--more than half have two or more kids--living in small homes and manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in the nation.

Lafayette County: Retailers’ Use of Claritas

Strategies To Utilize Claritas Products

How do I market to the households in my trade area?

How does this information impact my product mix?

What are the largest lifestyle segments in my trade area?

What are the retail opportunity gaps in my trade area?

Can this trade area support my business?

What is our trade area?

The TVA Consumer Connection Network

Put the TVA Economic Development team to work for you

TVAed.com TVAed.Com/Consumer_Connect

Contact: Chuck Marquis (901) 577-2626