© 2014 Alteryx, Inc. | Confidential

Taking Location Analytics Beyond

Site SelectionDeanna Sanchez

Manager, GIS & Market Planning

Rent-A-Center

© 2014 Alteryx, Inc. | Confidential

Customer Success

Customers across the world

700+

Strong Foundation

Renewal rate with funds

to support innovation

95%+

Corporate Info.

Associates across

North America & Europe

200+

Leader in Data Blending and Advanced Analytics

© 2014 Alteryx, Inc. | Confidential

Big Box and Specialty Grocery

Our Customers...

Restaurants Consumer

Goods

© 2014 Alteryx, Inc. | Confidential

Deanna Sanchez

Manager, GIS & Market Planning

Rent-A-Center

© 2014 Alteryx, Inc. | Confidential

• Largest rent-to-own company in the nation

with 3,000+ locations

• Holds 32% rent-to-own market share as of

September 2014

• New lines of business include Acceptance

Now, with 1000+ stores partnered with

retailers such as Conn’s, Ashley Furniture,

Rooms to Go, and others

• Rent-A-Center Franchising International

operates over 180 franchise locations*

* Investor Relations webpage, www.rentacenter.com

Rent-A-Center Overview

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• Rent-A-Center provides their

customers with quality products that

enhance their everyday lives:

• Electronics

• Appliances

• Furniture

• Computers

Rent-A-Center Products

• And affordable options:

• No credit check

• No down payment or deposit

• Flexible terms

• 9 to 30 months term to ownership

• Lifetime reinstatement

• Same day delivery

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• Real Estate

• Customer mapping, target household identification, store trade areas

• Market optimization, cannibalization analyses, and sales forecasting

• Site selection, store relocation and renewal

• International Business

• International customer profiles and segmentation studies, target households

• Market planning and site selection

• Strategic Development

• Regional performance evaluation and strategy recommendations

• Competitor and Retail Synergy analyses

• Franchise Development

• Target households, market planning, competitor analyses

Rent-A-Center GIS and Market PlanningSupports multiple departments

© 2014 Alteryx, Inc. | Confidential

• Marketing and Merchandising

• Extensive store trade area demographics

• Customer profiles, segmentation analyses

• Finance and Analytics

• Spatial analyses such as nearest stores, competitors, customer profiles at the state and other levels.

• Data Warehouse

• Data such as store trade area demographics, time zones and neighboring stores for inventory distribution are

provided monthly and consumed by various departments throughout the company, such as HR, Finance,

Reporting, Merchandising, IT, etc.

Rent-A-Center GIS and Market PlanningSupports multiple departments

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GIS Mapping & Demographic Reporting Challenges

Before Alteryx

• Numerous requests from multiple departments each day

• Extensive backlog, prioritization an issue

• Special projects, urgent ad-hoc requests caused delay in

standard GIS tasks

• Delay in fulfilling requests slows decision making, missed

opportunities

• Archaic reporting process – Maps and reports delivered via

emails, limitations on file size

• Limited availability of trained GIS software users, time and

money commitments to acquire additional resources

© 2014 Alteryx, Inc. | Confidential

GIS Mapping Process Improvements with Alteryx

BEFORE

Individual Map Generation

• Each map required multiple data queries and

manual compilation using GIS software

• Store maps of customer locations and competitors

were generated one request at a time

• Each map takes about 10-15 minutes to complete

• 3,000 stores = approximately 30,000+ minutes / 500

hours / 12.5 weeks

• GIS team efforts dedicated mainly to map

generation and updates

• Portfolio map review of all stores within same

time frame was not available

AFTER

Alteryx Analytic Apps Created

• Analytic apps developed for each standard map,

report and query type

• Customer mapping analytic apps produced map

and demographic report in about 3 minutes

• Significantly reduced processing time

• From 500 hours / 12.5 weeks to 150 hours / 3.75

weeks for 3000 stores

• Batch mapping Alteryx module developed

• Superior time savings: Batch module generates 3000

individual customer maps and demographic reports in

less than 3 hours

• Geographic portfolio review of all stores in the

same timeframe now made possible

© 2014 Alteryx, Inc. | Confidential

• Every department in the company can access PDF maps of store locations

• Individual store maps with customer points, competitor locations, monthly revenue,

financial metrics and corresponding demographic reports

• Regional maps with store districts

• Presentation quality wall size maps of all U.S., Canada and Mexico stores

• Spatial data in Google Earth and MapPoint format

• Google Earth and MapPoint files updated monthly

• Easily downloaded to the user’s desktop and immediately accessible

• Data warehouse tables distribute geospatial information

• Store trade area demographics updated monthly and utilized within various reports

• Neighboring store data used to optimize idle inventory

• Time Zone data feeds for reporting

Centralized Map and Demographic Repository CreatedMaps, Demographic Reports and Spatial Data in one location

© 2014 Alteryx, Inc. | Confidential

• Customer and competitor maps needed within a wide range of radii and prospective drive time trade

areas (Static PDF maps in the repository only provide a standard radius and/or drive time)

• Site selection research involves multiple GIS data sources: Maps, demographics, segments and target

household counts – data needed immediately in order to maximize the retail opportunity

• Apps allow users to interactively specify radius or drive time distance

• GIS data sources connect seamlessly within Alteryx

• All data external to Alteryx are streamlined and reduced to as small a file size as possible, using Select

and AutoField tools

• Customer data are removed of any PII (personally identifiable information) fields

• Existing Alteryx Analytics Apps converted to Gallery format

• App user interface designed for non-technical frontline personnel

• Rent-A-Center security team thoroughly evaluated Gallery hosting process

Yet More Was Needed . . .Departments need to view maps interactively

Alteryx Analytics Gallery to the Rescue

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Alteryx Gallery Customer Map and Report App Example

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Alteryx Gallery Customer Map and Report App Example

© 2014 Alteryx, Inc. | Confidential

• Extensive market planning and sales forecasting analytics

• Greenfield site selection and cannibalization assessment

• Analog stores, retail synergy, top performing customer analyses

• Target household research and heat mapping

• Development of elaborate Alteryx modules for retail and spatial analyses

• Creation of additional custom Gallery Apps, including interactive map

application

• Customer Profiling using lifestyle segmentation

Moving Beyond Site Selection

GIS Team and Alteryx Power User now available to focus on:

© 2014 Alteryx, Inc. | Confidential

• Rent-A-Center has access to each customer’s name and address (“retail gold”)

• Customer addresses are standardized using the CASS* tool in Alteryx

• Names and addresses are then matched to the Experian datasets

• Datasets provide numerous demographic and segmentation variables for each

customer to create the consumer profile

• Profiles are then used to produce internal customer segment categories, such as

“Tech User”

*USPS Coding Accuracy Support System

Customer Profiling with Alteryx

Experian ConsumerView Individual and Household data provided

with Alteryx bundle

© 2014 Alteryx, Inc. | Confidential

Marketing utilizes the segments to determine

• Target marketing campaigns

• Media mix

• Advertising spend

• Marketing promotions

Merchandising future plans include

• Clustering stores based on demographics and segmentation

• Optimizing merchandise selection based on local demand

• Reducing idle inventory by redistribution to target segment areas

• Determining the optimal merchandise mix for each store

Customer Profiles, Marketing and Merchandising

© 2014 Alteryx, Inc. | Confidential

• Time savings and productivity gain

• Frontline personnel able to generate maps and reports on an ad hoc basis

• Anytime, anywhere there is an internet connection – simply log in and run apps

• Output directly saved to user’s desktop - email delivery not required

• Users do not need technical training or a full Alteryx license

• Server installation not required; IT involvement is minimal

• Decision-making process enhanced greatly – users have access to integral maps,

reports and files instantly

Alteryx Analytics Gallery Benefits and ROIMajor benefits gained by each department

© 2014 Alteryx, Inc. | Confidential

For more information, please contact:

Deanna Sanchez, Market Planning and GIS Manager

Deanna.Sanchez@rentacenter.com

www.rentacenter.com

NRF Alteryx Booth #2443

© 2014 Alteryx, Inc. | Confidential

THANK YOU!