Customer Profiling and Retail Matching Dallas-Fort Worth Airport Local Parking and Connector Intercept Customers

A Summary of Findings from Buxton

September 29, 2006

............... 4 Local Parking ........................................................................................................................ 4 Connector Intercept ............................................................................................................................ 11 Overview .............................................................................................................. 13 Page 2 of 14 ................................................................................................ 11 Retailers: Local Parking and Connector Intercept ................................................................................................. Executive Summary ............................ 3 II....................... 8 Overview ...................................................................................................................................................... 4 III......................................... 3 Primary Core Customers ......................................................................................................................................................................................................................... Data Collection .... 7 IV.........................................................................................DFW Airport Summary Table of Contents I............... Purchasing Behavior .. 8 Local Parking/Connector Intercept Cross-Profile Category Index ............................................................................................................................................................................................................... 11 Restaurants: Local Parking and Connector Intercept........ 3 Purchasing Behavior .................................................................................................................................................................................. 5 Local Parking Primary Core Customers ............................................ 3 Restaurant/Retailer Matches ...................................................... Restaurant/Retailer Matches .......................... 5 Overview ..................... 6 Connector Intercept Primary Core Customers ................................................ Primary Core Customers ................................................................................................. 8 V.....

The resulting TenantID lists reveal more than 150 retailers and restaurants that locate in areas with customer profiles similar to DFW Airport’s. The top five preferred restaurants are: • Houlihan’s • Cheesecake Factory • Chevy’s • California Pizza Kitchen • Bertucci’s Brick Oven Pizza The top five preferred retailers (excluding Internet and catalog purchases) are: • The Bombay Company • Nordstrom • Ann Taylor • Banana Republic • Ethan Allen Galleries Restaurant/Retailer Matches In addition to defining DFW Airport’s core customers and analyzing their buying habits. Primary Core Customers In general. The analysis revealed retailers and restaurants that these customers have frequented in the past 6 or 12 months. Customers from the Mature Years Lifestage Group are also part of the DFW Airport customer base. Their alcohol choices run highly to specialty beers. but to a smaller extent than the other groups. In general. Purchasing Behavior Further examination of DFW Airport customer segments reveals preferences in what they like to buy. Page 3 of 14 . Executive Summary Buxton’s analysis of Local Parking and Connector Intercept customers reveals many similarities in demographics and psychographics between the two groups. These are considered “preferred” stores. closely followed by customers representing the Younger Years Lifestage Group. Buxton identified retailers and restaurants whose trade area customer profiles (Buxton’s TenantID product) are similar to that of DFW Airport Local Parking and Connector Intercept profiles. and they drink a variety of bottled waters. where they like to shop and where they prefer to dine.DFW Airport Summary I. DFW Airport customers have a strong tendency to buy men’s and women’s business and casual clothing and electronic equipment such as digital cameras. The highest percentage of these customers belongs to the Family Life Lifestage Group. the primary core customers from both the Local Parking and Connector Intercept profiles come from the wealthiest psychographic segments.

These are parking customers who had an airport stay of at least eight hours.776 households were used to create the Local Parking customer profile. II. Connector Intercept • • 954 households were used to create the Connector Intercept customer profile. Data Collection Local Parking • • 152. Page 4 of 14 . These customer records were obtained from an in-terminal contest.DFW Airport Summary The stores on these lists have a strong potential to show interest in locating in areas with customers similar to DFW Airport’s customer profile.

Segment 41 identifies people with the same income. This summary will focus on the primary core customers for Local Parking and Connector Intercept customers. The three Lifestage Groups are Younger Years. where customers come from across the United States rather than from the surrounding community. Primary Core Customers Overview Buxton analyzed Local Parking and Connector Intercept customers at DFW Airport and grouped these customers into psychographic segments. we placed the segments into three broader Lifestage Groups based on three variables: affluence. Family Life and Mature Years. secondary core customers. Psychographic data takes into account traditional demographic information (such as income and age) and combines it with data about a customer’s spending habits and other lifestyle factors. Primary core customers represent a large percentage of the customer base and are very likely to be customers. households fall into one of 66 psychographic segments. This analysis is especially helpful in a situation like DFW Airport’s. These segments are identical across the United States. and whether there are children living at home.DFW Airport Summary III. lifestyle and buying habits regardless of whether they live in Los Angeles. All U. householder age. Dallas or Philadelphia. tertiary core customers and non-core customers for each profile. Buxton’s analysis resulted in a list of primary core customers. For purposes of this summary. Page 5 of 14 .S. For instance.

Page 6 of 14 .000 These customers range from young. rustic towns to couples with children who live in million-dollar homes in the suburbs. dual-income couples who live in small. middleclass. mobile urbanites who catch the latest movies and frequent nightclubs as well as tech-savvy singles and couples who frequent fitness clubs and clothing boutiques.000 to $98. Younger Years Percentage of customers Age range Median household income Psychographic summary 25% 25-64 (high concentration from 25-44) $51. Local Parking primary core customers come exclusively from the Wealthy and Upscale segments. who live at the most exclusive addresses and have the most opulent standard of living.000 to $113. and are broken into Lifestage Groups as follows: Family Life Lifestage Group Percentage of customers Age range Median household income Psychographic summary 31% 25-64 (high concentration from 35-64) $55. Mature Years Percentage of customers Age range Median household income Psychographic summary 10% 45+ $72. These 14 segments represent 66% of all Local Parking customers.000 These customers range from prosperous executives who live in satellite cities to the people from the most affluent psychographic segment.000 to $106.DFW Airport Summary Local Parking Primary Core Customers Buxton identified 14 consumer segments as primary core customers for the Local Parking profile.000 These customers include young.

000 These customers tend to be prosperous executives who live in satellite cities and who enjoy cultural activities. These eight segments represent 27% of all Connector Intercept customers.000 .DFW Airport Summary Connector Intercept Primary Core Customers Buxton identified eight consumer segments as primary core customers for the Connector Intercept profile.5% 25-64 (high concentration from 35-64) $54. Most Connector Intercept primary core customers come from the Wealthy and Upscale segments.$150.000 These customers include couples with large families who live in new-money subdivisions. Younger Years Percentage of customers Age range Median household income Psychographic summary 6. Page 7 of 14 .000 These customers range from upper-middleclass couples with high-power jobs and spacious homes to college-degreed. They are broken into Lifestage Groups as follows: Family Life Lifestage Group Percentage of customers Age range Median household income Psychographic summary 16.000 to $98. Mature Years Percentage of customers Age range Median household income Psychographic summary 3% 45+ $75. but some also come from the Upper Middle segment.000 to $113.5% 25-64 (high concentration from 25-44) $82. small business owners.

More likely to buy digital cameras and camera accessories and to own electronic personal organizers. Hardee’s. Restaurants Page 8 of 14 . Less likely to buy work boots. and sports shirts. Shoney’s. own a regular-screen TV or buy a personal computer at a department store. The following table shows some of the types of purchases that Local Parking and Connector Intercept customers tend to make and tend to not make for selected categories.DFW Airport Summary IV. or drink malt liquor or brandy. men’s dress and casual slacks. Electronics Less likely to buy instant cameras. such as Anchor Steam and Amstel Light. watches and handbags.100 products. Also likely to buy women’s casual slacks. Church’s Chicken and Golden Corral. Local Parking/Connector Intercept Cross-Profile Category Index The Local Parking and Connector Intercept Cross Profile Category results were similar. Less likely to eat at Ponderosa. The report analyzed the likelihood of customers to make purchases of more than 3. women’s sweaters. Prefer to eat at these restaurants (starting with the most preferred): • • • • • • • Houlihan’s Cheesecake Factory Chevy’s California Pizza Kitchen Bertucci’s Brick Oven Pizza Fuddrucker’s Bob’s Big Boy Types of Products Not Often Purchased Less likely to smoke cigarettes. western boots or canvas shoes. Likely to buy men’s suits. Purchasing Behavior Overview For both the Local Parking and the Connector Intercept profiles. Like to use the Internet to buy computers and make stock trades. Buxton completed a Consumer Packaged Good ID (CPGID) Cross Profile Category Index report. Category Alcohol & Tobacco Apparel & Jewelry Types of Products Often Purchased Prefer to buy specialty beers.

True Value and Kmart.com. Dunkin Donuts Outback Steakhouse Ruby Tuesday’s Steak N Ale Red Lobster Taco Bell Wendy’s Whataburger McDonald’s Dairy Queen Denny’s Cracker Barrell White Castle Sonic Drive-in Less likely to order from Publisher’s Clearing House or Reader’s Digest Assoc.DFW Airport Summary • • • • • • • • • • • • • • • • • • • • • • • • • • • Retailer’s & Shopping Round Table Pizza Chi-Chi’s Bennigan’s Boston Market Benihana Chili’s Grill & Bar Quizno’s Friendly’s Chik-Fil-A Del Taco T.I. specifically buy. Eddie Bauer and J. Friday’s Hooters Carl Jr. Crew. amazon. Less likely to shop at Wal-Mart Pharmacy.com.G. Likely to order from the Internet or catalogs. Likely to shop at these retailers (starting with the most preferred): • • • Nordstrom The Bombay Company Ann Taylor Page 9 of 14 .

Bath & Beyond Office Depot Office Max Circuit City Old Navy Home Depot Staples TJ Maxx Target Lowe’s RadioShack Page 10 of 14 .DFW Airport Summary • • • • • • • • • • • • • • • • • • • • • • • • Banana Republic Lord & Taylor Victoria’s Secret Eddie Bauer Neiman Marcus Bloomingdale’s Talbot’s Disney Store Macy’s The Gap Saks Fifth Avenue The Limited Kohl’s Bed.

DFW Airport Summary V. 2. 4. To identify matching retailers. 12. Buxton compared national trade area profiles for restaurants and retailers to the Local Parking and Connector Intercept customer profiles. Buxton has created a TenantID profile for every retailer in the country. These lists show those retailers and restaurants who prefer to locate new stores in trade areas with a demographic profile similar to the one at DFW Airport. More than 150 retailer and restaurant matches were found each for the Local Parking profile and for the Connector Intercept profile. April Cornell Baby’s Room Inc. 10. These retailer profiles assume that the retailer has an expansion strategy targeting their best customers. Buxton can create a profile of targeted consumers for every retailer in the country. Retailers: Local Parking and Connector Intercept 1. 5. 7. By evaluating where these retailer open stores. Restaurant/Retailer Matches (TenantID) Overview In order to expand the list of available retailers to match. 6. The retailers and restaurants whose trade area profiles are similar to the DFW Airport’s customer profiles were identified. in alphabetical order. 8. regardless of suitability and application. the retail and restaurant matches that appear in both profiles. Seventy-eight of these matches were found on both profiles (thirty retailers and forty-eight restaurants). The following tables list. Bachrach Bailey Banks & Biddle Beacon Pharmacy Bergman Luggage Bob’s Stores Bostonian Shoe Shop Chico’s Coldwater Creek Country Sampler Group Delia’s Page 11 of 14 . 9. 3. All results are provided. 11.

24. 27. 22. Draper’s and Damon’s Inc Drug Fair Field of Dreams Forth & Towne Franklin Mint Harry & David J. 16. 23. 14.Jill the Store Jared Galleria of Jewelry Joseph A Bank Clothiers Keds Corp Long’s Drug Stores Marty’s Shoes Inc. 18. 19. Mayor’s Jewelers Tinder Box Versace Walking Co. 15. 20.DFW Airport Summary 13. Wolf Camera Zutopia Page 12 of 14 . 21. 30. 26. 28. 25. 29. 17.

11. 18. 5. 4. 23. 19. 8. 17. 15. 2. 24. 14.DFW Airport Summary Restaurants: Local Parking and Connector Intercept 1. 7. 16. 21. 3. 13. 22. 20. 9. 10. American Cafe Baja Fresh Bertucci’s Brick Oven Pizzeria BJ’s Brewery Brio’s Buffalo’s Cafe Bugaboo Creek Steak House C B & Potts Restaurant & Brewery Cantina Laredo Champps Americana Charlie Brown’s Steakhouse Cheeseburger in Paradise Cookie Factory Bakery Cool River Café Country Buffet Cozymel’s Coastal Mexican Grill Cucina Cucina Dickey’s Barbecue Donovan’s Steakhouse Elephant Bar Elliott’s Off Broadway Deli Fuddrucker’s Inc Good Eats Café Hungry Hunter Page 13 of 14 . 6. 12.

39. 43. 47. 42. 46. 44. 28. 32. 30. 41. Panera Bread Papa Razzi Pappadeaux Philly Connection Rockfish Seafood Grill Romano’s Macaroni Grill Rosati’s Pizza Stoney River Legendary Steaks Tortuga Coastal Cantina Vie de France Bakery & Cafe Yard House Zutopia Page 14 of 14 . 38. 35. 36. 48. 29. 26. 37.DFW Airport Summary 25. 45. 27. 34. 31. 40. Jerry’s Subs & Pizza Joe’s American Bar & Grill La Madeleine French Bakery LePeep Restaurant Melting Pot Restaurant Mishmash Bar & Club Morrison’s Cafeteria Nancy’s Pizzeria Ninety-Nine Restaurant & Pub Oberweis Dairy Olga’s Kitchen Original Pasta Co. 33.

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