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MARKET SHARE

BY BUXTON

Powered by aggregated and de-identified payment transaction data from Visa Inc.


CONTENTS THE BOTTOM LINE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

WELCOME TO THE FUTURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

SEE THE WHOLE PIE, GROW YOUR SLICE . . . . . . . . . . . . . . . . . . . . . 5

MARKET SHARE, WHAT CAN IT DO FOR YOU? . . . . . . . . . . . . . . . . . 6

UNCOVER HIDDEN GEMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

ABOUT BUXTON . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

2 MARKET SHARE: KNOW YOUR IMPACT


THE BOTTOM LINE

BUXTON’S MARKET SHARE SOLUTION supports your ability to understand the impact your business strategies and their execution have had on your business performance.

• A report issued quarterly, including the 5 most recent completed quarters and ongoing quarterly updates. • Provides market share compared to an aggregated group of at least 5 competitors. • Powered by aggregated and de-identified payment transaction data from Visa Inc. for both you AND your competitive set. • Quarterly performance & market evaluation with your Buxton team. • Delivered via Buxton’s unparalleled, web-based analytics platform, SCOUT.



A UNIQUE SOLUTION 3


WELCOME TO THE FUTURE FOR THE FIRST TIME in American business history, executives in the retail, restaurant and grocery industries can accurately and objectively know their market share and uncover hidden stories about their performance at all levels of the organization through Buxton’s new unique solution. Using the unmatched insights only Buxton can provide, BUXTON’S MARKET SHARE solution utilizes a unique set of data that cannot be acquired anywhere else. Through a relationship with Visa, and with your consent, Buxton is able to access both you and your aggregated competitors’ customers’ de-identified CREDIT AND DEBIT CARD TRANSACTIONS. Leveraging this UNPARALLELED DATA SET, we are able to accurately and objectively quantify your market share at all levels of your organization — from the very top down to individual locations. 4 MARKET SHARE: KNOW YOUR IMPACT


SEE THE WHOLE PIE, GROW YOUR SLICE UNTIL NOW, accurately and objectively determining market share in the retail, restaurant, and grocery industries has been restricted to academia, as theory taught in classrooms by professors — wonderful to know, but impossible to calculate in reality.

You don’t control the size of the pie, but you can impact — positively or negatively — the size of your slice. MARKET SIZE

YOUR SLICE OF THE PIE

The attempts to calculate market share have been at best a complex GUESSING game relying on partial and inaccurate data derived from publicly reported figures or from the participating members of industry consortiums. THAT WAS THE PAST. Now, for the first time, there is a way to ACCURATELY AND OBJECTIVELY calculate your market share. What’s more, these insights are now available at any level of your organization — from the top, to individual markets, and even for individual store locations.



MARKET SIZE

YOUR SLICE OF THE PIE A UNIQUE SOLUTION 5


MARKET SHARE, WHAT CAN IT DO FOR YOU?

MARKET SHARE IS THE MOST IMPORTANT METRIC that companies can use to judge the effectiveness of marketing campaigns, branding initiatives, advertising campaigns, CRM programs and any other revenue generation effort. Market share metrics are more important than ROI measurements. The reason is quite simple. Market share is a relative measurement against external benchmarks. Market share tells us how we are doing relative to our competition.�

MARKET SHARE IS THE PRIMARY INDICATOR of how well you are doing compared to your competitors. It allows you to understand where you are truly winning. By silencing the noise of external changes in the market, market share allows you to QUANTIFY THE IMPACT your strategies and tactical execution have had on business results and ask questions of your performance that previously were not apparent to ask. With this understanding, you can OBJECTIVELY MEASURE pricing strategies, introductions of new products/services, promotions, management personnel, real estate decisions and other key business initiatives. Boiled down, it is a TRUTH DETECTOR that can uncover hidden stories that are not always clear in revenue and other performance metrics.

— FAST COMPANY 6 MARKET SHARE: KNOW YOUR IMPACT


LOCATION A

WHICH PERFORMED BETTER?

LOCATION B

+5%

MARKET GROWTH (CONSUMER SPENDING)

-10%

10% 

REVENUE GROWTH

10%

REVENUE GROWTH

A UNIQUE SOLUTION 7


UNCOVER HIDDEN GEMS Measuring the success of your strategic initiatives based on your revenue results alone is not efficient and can lead to assumptions that don’t accurately describe the reality of your business situation. BUXTON’S MARKET SHARE solution adds much needed perspective allowing you to uncover hidden stories in your business performance.

Continue for examples of how a Buxton Market Share solution will enhance your ability to assess business performance.

8 MARKET SHARE: KNOW YOUR IMPACT


UNCOVER HIDDEN GEMS LOCATION #23 (DININGCITY, USA) WITHOUT BUXTON’S MARKET SHARE SOLUTION SCENARIO

MARKET SHARE

Menu was recently changed to test new offers and format.

MARKET SIZE

REVENUE

COMPETITION

OLD CONCLUSION

NEW CONCLUSION

Menu change was successful.



WITH BUXTON’S MARKET SHARE SOLUTION

Menu change DID NOT work — revenue growth was due entirely to market growth; losing customer dollars to competitors and should have experienced much greater revenue growth.

A UNIQUE SOLUTION 9


UNCOVER HIDDEN GEMS LOCATION #38 (ANYTOWN, USA) WITHOUT BUXTON’S MARKET SHARE SOLUTION

WITH BUXTON’S MARKET SHARE SOLUTION

SCENARIO

MARKET SHARE

Pilot location for a new promotions campaign.

MARKET SIZE

REVENUE

COMPETITION

OLD CONCLUSION

NEW CONCLUSION

Campaign didn’t work.

10 MARKET SHARE: KNOW YOUR IMPACT

Campaign worked well and helped to acquire new customer dollars, despite lower levels of consumer spending in the market and more competition.


LOCATION #12 (ANYTOWN, USA) WITHOUT BUXTON’S MARKET SHARE SOLUTION SCENARIO Lease expires in 11 months and management is considering relocating to a new development nearby, despite the much higher lease rates. The location has had 3 years of declining/ flat sales, in spite of moving their best manager to the location to help remedy the problem.

REVENUE: Flat OLD CONCLUSION Manager had no significant impact improving performance; time to relocate.



WITH BUXTON’S MARKET SHARE SOLUTION MARKET SHARE MARKET SIZE COMPETITION NEW CONCLUSION Based on conclusions from location #38 in conjunction with findings from location #12, the manager did a great job maintaining sales in a shrinking market and against more competitors. Consumer spending is down throughout Anytown, USA. The cause of declining/ flat sales IS NOT the location.

A UNIQUE SOLUTION 11


ABOUT BUXTON Buxton advises its clients on real estate and marketing strategies based on customer data. We help businesses understand who their customers are, where their current and potential customers are located, and the value each customer brings to the organization. To learn more about Buxton’s Market Share solution visit us at www.buxtonco.com/marketshare.

888-2BUXTON • buxton@buxtonco.com


REPORT: Market Share