1. Catalog Desk Impact and Opportunity Analysis
Mark Kalmbacher

2. Study Overview Identify Sample Relationships
Build/Evaluate Trade Areas
Zip Score Methodology

3. Identify Sample Relationships

4. Identify Sample Relationships
Sample Set: 12 store relationships. Large, Medium, Small
markets geographically distributed across the US.
Determine physical attributes for benchmark set
Distance parameters
Trade area extent
Utilize entire universe of catalog desks as benchmarks
for comparison of new locations.
Share of potential comparison
Impact on nearby department stores

5. Sample Set
US Markets
Store Locations
Sample Set

6. Build/Evaluate Trade Area Data

7. Store Desk Trade Area

8. Catalog Desk Trade Area

9. Trade Area Comparisons

10. Evaluate Trade Area Extents
1997
1998
1999

11. Trade Area Evaluation
Home Zip Code Analysis

12. Trade Area Evaluation
Home Zip Code Analysis

13. Significant Factors on Zip Sales

14. The average distance to nearest
store is 43 miles.

15. Geo Home Zip Sales
Less than 30 Miles
More than 30 Miles

16. Sample Store Trade Area Comparisons
Home Zip Code Characteristics
Geo Desks
30 miles
12,000 Population
$1 million Potential
30% Corporate Share
70% of Total desk sales
Metro Desks
15 miles
30,000 Population
$3 million Potential
16% Corporate Share
60% of Total desk sales

17. Calculation of Market Potential and Share

19. North American Industry
Classification System (NAICS)

21. Calculation of Market Potential and Share
Census of Retail Trade at zip level
Customer segmentation modeling
Proxy for Population and Income

22. Zip Score Methodology

23. Zip Score Methodology Potential Current Sales Share of Market
Geography (Metro/Geo)
Cannibalization - distance factor

24. Potential New Desks

25. Potential New Desks