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Giant Eagle, McMurray, Pa.

BY CSA STAFF
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Giant Eagle’s new Market District Express prototype combines fresh, chef-created meals with traditional and specialty groceries in a 15,500-sq.-ft. supermarket/convenience store hybrid format. The store also includes a restaurant and pharmacy with drive-through access.

Giant Eagle views this latest development as a test. According to various reports, however, plans are already on the drawing board to build two additional Market District Express locations in Ohio, one in the Columbus market and the other in the Cleveland area.


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News

Tennis Express Aces Customer Segmentation

BY Dan Berthiaume

Tennis is an individual game, and tennis players have individual tastes when it comes to buying gear and apparel. For Houston-based Tennis Express, a specialty retailer of tennis equipment, apparel, footwear and accessories, segmenting customers in order to better meet their individual needs and tastes is shaping up to be a winning effort.

“Our customers are not interested in a general approach,” said Brad Blume, CEO of Tennis Express, which operates a 15,000-sq.-ft. flagship store at its Houston headquarters as well as an e-commerce site. “They want to hear about specific brands. We had been throwing everything we have at them.”

Segmentation for Success
Tennis Express had already begun searching for ways to segment its customer base to provide more customized offers when Capillary Technologies, provider of the retailer’s POS and ERP technology, reached out about customer segmentation in the late spring/early summer time period of this year.

“They know we’re always trying to find the latest, greatest technology to generate market share and offer something our competitors don’t,” said Blume.

Say it With Email
Tennis Express decided to initially focus on improving email blasts it sent to its customer base. The retailer manually provided Capillary with its customer data and after several rounds of analysis the vendor segmented customers into five categories: high loyal customers who often shopped and spent large sums, potential high loyal, explorers who shopped at Tennis Express and its competitors, fence sitters who hadn’t purchased in some time, and lapsed customers who hadn’t made a purchase in more than 11 months.

“We created campaigns with different offers and promotions for each group,” said Blume. “What would attract a fence-sitter compared to what would attract a lapsed shopper.”

Moving Forward
Running test and control groups with its email blasts, Blume said Tennis Express found a sales lift in every customer segment. Since the initial segmented blasts, the retailer has collaborated with Capillary to segment customers even further by product category.

“For example, what’s the next likely product category somebody who has made a shoe purchase will buy?” said Blume. “People don’t purchase rackets often, but they purchase shoes more often.”

Looking ahead, Tennis Express hopes to replace its manual data transfer process to an FTP-based process where Capillary will collect customer data on a daily or weekly basis. The retailer also plans to use customer segmenting data in its store so associates can identify top customers and their individual preferences.


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REAL ESTATE

Mall Properties is now Olshan Properties

BY Michael Fickes

New York — MPI — Mall Properties, Inc., a private owner, developer and operator of commercial real estate — has changed its name to Olshan Properties.

Founded in 1959 by Mort Olshan, the 55-year-old family-run real estate enterprise maintains a portfolio with 11 million sq. ft. of retail properties, 19,000 multifamily units, 865 hotel rooms and five million sq. ft. of office buildings. The company intends to continue expanding and further diversifying its portfolio through strategic acquisitions and developments across the country. The new name reflects that objective.

The Olshan portfolio spans 11 states and includes properties such as 575 Lexington Avenue in midtown Manhattan, the Hilton Marco Island Beach Resort and Spa in Florida and the Parkchester residential complex in New York City.

The company’s retail holdings include:

Akers Mill Square Shopping Center, Atlanta
Zona Rosa Town Center, Kansas City, Mo.
Bayshore Town Center, Milwaukee
The Greene Town Center, Dayton, Ohio
Coliseum Square, Mercury Plaza, Hampton, Va.
Peninsual Town Center, Hampton, Va.
Fair Oaks Mall, Fairfax, Va.
Cottman & Bastleton Center, Philadelphia
Great Northeast Plaza, Philadelphia
Cottman & Castor Shopping Center, Philadelphia
Atrium @ Fashion Center, Paramus, N.J.
Great South Bay, West Babylon, N.Y.
The Gate at Manhasset, Long Island, NY
The Westchester, White Plains, NY
Savoy Shops, New York City

Olshan is also General Partner of the Longview and RCG Longview series of debt and equity funds as well as Normandy Venture Partners, a series of opportunistic equity funds.

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