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Buxton is a Fort Worth-based company founded to provide businesses information about their customers. Just recently, it formed an alliance with Experian, best known to consumers as one of the big three credit reporting agencies, to provide enhanced analytical and marketing services. Charles Wetzel, president and chief operating officer for Buxton, says the partnership gives Buxton the ability to perform analysis in more than 26 countries. It also provides access to next generation household level segmentations and access to more than 75,000 customer lifestyle characteristics, he explained. GlobeSt.com asks Wetzel to explain how the partnership benefits CRE professionals, especially those involved in site selection for retailers and health care providers.

GlobeSt.com: How does the new agreement expand the availability of strategic location intelligence services to retailers, health care providers and your other clients?

Wetzel: The strategic alliance allows Buxton to leverage Experian’s industry-leading data and software for its analytical and marketing services. Experian’s international presence gives Buxton the ability to expand its services beyond the US. In addition, Buxton will have access to thousands of consumer lifestyle characteristics that will improve the accuracy of the analytics and solutions delivered to our clients.

GlobeSt.com: What kinds of data is Experian providing to help business make location-based decisions?

Wetzel: Experian’s INSOURCE consumer demographic database contains more than 113-million household records in the US and provides Buxton the ability to take its analytics to the household level. By combining the household level database with Experian’s global consumer segmentation system (Mosaic®), Buxton is positioned to provide its clients with best of breed market planning tools. The Mosaic® consumer segmentation system describes consumers in terms of their socio-demographics, lifestyles, behaviors and culture to provide a comprehensive view of a business’s customers, prospects and markets.

GlobeSt.com: How do you expect this new data from Experian to mesh with the information Buxton is already providing its clients?

Wetzel: We are constantly adding to and building our internal data warehouse to meet the ever-changing demands of our clients. Our clients’ needs change as the economy changes. The Experian data is a true enhancement to our existing data infrastructure that will translate to a more granular and accurate solution delivered to our clients.

GlobeSt.com: How do commercial real estate professionals and site selection firms benefit from the data you provide, especially in these economic times?

Wetzel: The data is the foundation of the analytics that we provide our clients and end-users. By using industry-leading data from Experian, we are confident our analytic solutions will be accurate and actionable. The current state of the economy does present a challenge to the retail industry and is even more reason to turn to analytics. Businesses worldwide are turning to analytics to gain a competitive edge. In this tough economic climate, businesses are investing in research that ensures they are spending wisely and not throwing money away on unsuccessful store locations or marketing strategies. While actual store growth may have slowed for some retailers, developing relationships with customers has increased. Buxton provides businesses with the tools they need to develop those customer relationships, deliver targeted marketing, optimize store inventory and optimize their location network.

GlobeSt.com: What else do you want us to know about your real estate solutions?

Wetzel: We feel like the most important factor in site optimization or site selection is not finding good real estate characteristics, but finding a location where a company’s best customers are located. We are able to forecast revenue numbers for any location and identify which households around that store, and what individuals in those households, are most likely to patronize your location for direct marketing.

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