Planet Tan Reaches New Customers Using Buxton Data

FORT WORTH, Texas (July 13, 2006) – Planet Tan is expanding its fast and friendly tanning concept to new locations in the Dallas/Ft. Worth Metroplex and beyond. To effectively target its customers and more successfully locate these new clubs, Planet Tan hired Buxton, the leading customer analytics firm for the retail industry.

Employing its proprietary CustomerID methodology, Buxton analyzed Planet Tan’s existing locations to identify key business variables that are important to the company’s success. The result is a CustomerID Bench-mark Model, which acts as the engine that drives forecasts for potential Planet Tan locations.

Buxton also performed a Market Optimization Analysis for Dallas-Fort Worth to pinpoint the areas within the market with the best potential for successful Planet Tan locations. Using Buxton forecasts can often make the difference between selecting an exceptional site, an average site or a poor performing site.

“The research and analysis completed by Buxton identified markets we did not even have on our radar screen, and it positioned us even more favorably as we strategize our future growth,” says Tony Hartl, founder/CEO of Planet Tan.

“I’ve been extremely impressed with the way Planet Tan’s company leaders operate their business, as well as their desire for as much business knowledge as possible,” says Bill Stinneford, CustomerID vice president at Buxton. “We are honored to be one of Planet Tan’s select strategic partners and we are excited to help them successfully expand throughout the Dallas-Fort Worth market and beyond.”
About Planet Tan

A chain of upscale tanning clubs in the Dallas area, Planet Tan currently has 10 locations in Dallas and surrounding suburbs. The original tanning supercenter, each Planet Tan club maintains 30 to 50 tanning beds so that customers don’t have to wait to tan. Planet Tan clubs, open 7 days a week, offer unique tanning products in additional to conventional and sunless tanning. For more information, visit www.planettan.com.


ABOUT BUXTON
Since 1994, Buxton has been the industry leader in customer analytics for the retail industry. Buxton enables organizations to pinpoint the exact value of every customer for every product and at any distance from the retail site. Buxton draws from its individual and household level databases to identify customer’s lifestyles, behavior patterns and buying habits to accurately advise retail, restaurant, health care, and consumer packaged goods industries as well as city governments.

Among its 1,200 clients are retailers and brands such as FedEx, Casual Male, California Pizza Kitchen, The Container Store and New Balance Shoes as well as communities such as McKinney, Texas; Buffalo, N.Y.; Gary, Ind.; City of Perris, Calif.; City of Richland, Wash.; and the Village of Broadview, Ill.

Buxton was named a finalist for the 2006 American Business Awards in the category for Most Innovative Company of up to 2,500 employees. The American Business Awards are the only national, all-encompassing business awards program honoring great performances in the workplace.

Fast Company magazine named Tom Buxton, president and CEO of Buxton, to its 2005 Fast 50 list. Each year, the magazine recognizes 50 remarkable people for their leadership and innovation.


Contact:
Courtney Hall
Communications Specialist
2651 South Polaris Drive, Fort Worth, TX 76137
Tel: 817-332-3681 Fax: 817-332-3686
chall@buxtonco.com