Shopper IntelligenceMeasuring how categories differ across the store & across different retailers

Shopper Role of Adult IncontinenceExtract from our 123 category, 33 retailer "shopper view" USA database

One PagerSummary Report:AssortmentIce Cream In Walmart

Ice Cream at WalmartASSORTMENT

*Net Favorable: Agree 4,5 minus Disagree 1,2 99% 90% < 90% 90% 99% > N

44%62%

71%

40% 37%

6%

31%

If Spend ratings are higher than

average, this would indicate that increased range will pay

off more.

Traffic Spend

CATEGORY ROLE*

WHAT PLANNED

Incremental New and Different

Buy Because I Feel Like It

SPEND DETAIL*

63%

37%

Switch Walk

DECISION HIERARCHY

74%

20%

If Browse is higher than

average, then shopper is likely

to “notice” more choice,

and vice versa.

Grab’N’Go Browse

SHOPPING MODE

If more people plan to buy a

specific item (vs whatever is the

best deal), it likely has higher

priority in their mind, so more risk

in taking it out.

If willingness to try new things, or

impulse buying are higher than

average, new products will find

it easier to get noticed.

3.52.9 3.3

Are range, innovation or

availability more important to our

shoppers?...

Range Innovation OOS

IMPORTANCE

… And how well are we

delivering these

compared to the average?

SATISFACTION*

Range Innovation OOS

Willingness to switch reduces need for more

range because shoppers’ basic needs are more

easily met by other choices.

EXPANDABILITYIf the category is

more expandable, then

a wider range could inspire extra

purchase (different brands).

41%

Expandable

46%

12%

Specific Brand

Best Price

Category sample: n=301

Benchmark sample: n=295 000All Categories (All Retailers)USA Survey

39%20%

5%

Innovation Range Gap

Less Choice

Is there a shopper

mandate to add new items or

brands they get elsewhere, or do

they actually want to simplify?

DESIRED IMPROVEMENTS

1

2

3 4

5

1 = data references to Key Takeaways

KEY TAKEAWAYS

Are we delivering what matters to shoppers in

assortment and do they want it improved?

What does the category DNA mean

for Assortment strategy?

What do we know about the shoppers’ decision processes that may influence

their assortment needs?

• Wide Range and Innovation are relatively more important than in the average category.

• Shoppers show more concern about their preferred choice being OOS (1).

• Main improvement wish is “new” products (2) – amongst 123 measured categories in Walmart, Ice Cream has the 4th highest value on desiring Innovation.

• SO WHAT? Because shoppers are unhappy about OOS, this is a category where favorites stock weight needs to be higher

• Ice Cream is well able to boost basket Spend • But is less likely than the norm to generate Traffic to the store.• Higher than usual openness to try novelties, • This is a relatively high impulse category (3) – ranked 5th highest

in this respect amongst 123 Walmart categories.• SO WHAT? Exploit its impulse character with having new

products and flavours that generate trial and/or multiple item purchase

• Category is highly expandable (5): buying more results in consuming more. Ice Cream is the 7th most expandable category in Walmart.

• Shoppers tend to have a preferred brand in mind (4), rather than buying simply the best deal of the day.

• SO WHAT? Support branded lines to drive the impulse purchase (exploit strong brand associations)

Assortment Strategy in Ice Cream

IMPORTANCE & SATISFACTIONEDLP I can consistently rely on a fixed low price for CATEGORY

Prices Great prices in CATEGORY

Offers Good special offers in CATEGORY

Best Value Easy to identify what's the best value for the money in CATEGORY

Authenticity Good selection made in a particular place or an authentic way

USA Made I am able to buy USA made or sourced CATEGORY

Environmental CATEGORY does minimal environmental harm and is ethically produced

Fresh Excellent freshness in CATEGORY

Healthy Choices Good range of healthy options in CATEGORY

Premium Premium products of CATEGORY are noticeably better

Quality Great quality in CATEGORY

Brands The brands I know and like in CATEGORY were available

Innovation Appealing new ideas/products in CATEGORY

Range Sufficient choice of CATEGORY

Enjoy Enjoyable and/or interesting to shop CATEGORY

Layout Once I found CATEGORY, it was easy to find my choice

Navigation Easy to find CATEGORY in the store | on their website

OOS Did not have to switch my choice because what I wanted was out of stock

Staff Has knowledgeable and helpful sales clerks/staff

CATEGORY ROLE / TRAFFICMain Reason I Go

Shopping One of the main reasons I go shopping is to buy CATEGORY

Don't Want To Run Out I particularly don't want to run out of CATEGORY

Promotions Encourage Shopping Promotions in CATEGORY encourage me to go shopping to RETAILER

Price Beacon I look to the price of what I buy in CATEGORY to tell me whether RETAILER is competitively priced in general

Retailer Does Well (Loyalty)

One of the reasons I go to RETAILER is because it does CATEGORY particularly well

Often Buy Extra I'm often persuaded to buy extra CATEGORY in RETAILER e.g. by special offers

Don't Mind Paying More

I don't mind paying a bit more for some types of CATEGORY in RETAILER for better quality/ something different

Incremental New And Different

I might sometimes buy an additional item in CATEGORY because I want to try something new or different

Buy Because I Feel Like It I sometimes buy CATEGORY just because I feel like it at the time

Because There Anyway

I only buy CATEGORY at RETAILER because I am there anyway, not for any other particular reason

CATEGORY ROLE / SPEND

SHOPPING MODEGrab’N’Go Wanted to make my choice quickly

Browse Wanted to spend time browsing

DECISION HIERARCHY (if main brand was not available…)

Switch Bought a different brand / type/flavur/size

Walk Bought nothing / bought a different category / Gone to another store / Gone back later to store

DESIRED IMPROVEMENTSInnovation Introduce new types, flavors, brands

Range Gap Stock brands/products I like that aren't sold in RETAILER

Less Choice Fewer choices so it's not confusing

Shelf Signange Improve signage at the shelf/counter | on the website

Theatre More ideas and inspiration [in-store] about CATEGORY

Information Better explanation and information at the shelf | on the website

BEHIND THE METRICS

WHAT OTHER ONE PAGERS ARE AVAILABLE TO YOU?

AVAILABILITY – The key insights for your Range Review

INNOVATION – How innovation-hungry is your category?

MERCHANDIZING – How to make the best of your category

PROMOTION – Strategic insights for your Promotion Planning

PRICE – Price sensitivity and other aspects vs Total Store PRODUCT – Insights supporting

Product Development

Grocery Frozen Produce HABACanned & Jarred Vegetables Frozen Boxed Meat Fresh Fruit Adult IncontinenceCanned & Pouch Tuna Frozen Dinners & Entrées Fresh Vegetables Antacids & StomachCoffee Frozen Pizza Bar Soap ProductsDips & Spreads Frozen Potatoes & Onion Rings Household Products Cold RemediesDry Pasta Frozen Seafood All Purpose Cleaners & Tools Cosmetics - Eye MakeupNutritional Portable Food Frozen Vegetables Automatic Dish Detergent Cosmetics - Facial MakeupPasta Sauces Ice Cream Bleach & Bleach Substitutes Cosmetics - LipsPeanut Butter Ice Cream Novelties Carpet & Floor Cleaners Cosmetics - NailsPrepackaged Dried Fruit Dish Detergent Face Cream & LotionsReady-To-Eat Cereal Dairy Laundry Detergent - Liquids & Powders Feminine CareRice Butter & Margarine Laundry Detergent - Pods Fragrances Men’sSalad & Cooking Oils Cottage/Cream Cheese & Sour Cream Fragrances Women’sSide Dishes Eggs Paper Hair Coloring ProductsSoup Milk Bathroom Tissue Hair RemovalSugar & Sweeteners Natural Cheese Disposable Plates Hair Styling AidsTea Prepackaged & Presliced Deli Cheese Facial Tissue Hand Cream & Body Lotions

Processed & Sliced Cheese Napkins Men's Deodorant & AntiperspirantSnacking Shredded & Grated Cheese Paper Towels Mouthwashes & RinsesCheckout Chocolate Candy Snack Cheese Pain & Headache RemediesCheckout Gum & Mints Specialty Cheese Gen Merchandise Razors & BladesCookies Yogurt Checkout Magazines & Newspapers Shampoo & ConditionersEnergy & Protein Bars Greeting Cards Shave PrepsIn Aisle Chocolate Candy Meat Office & School Supplies Soap - Liquid & SanitizersIn Aisle Gum & Mints Bacon Specialty BathNuts Fresh Beef Pet Care Toothpaste & WhitenersPopcorn Fresh Poultry Cat Food - Canned Vitamins & SupplementsPotato Chips Fresh Seafood Cat Food - Dry & Moist Women's Deodorant & AntiperspirantSnack Crackers Hot Dogs Cat TreatsSugar Candy Sausage Dog Food - CannedTortilla Chips Sliced Lunch Meat Dog Food - Dry & Moist

Dog Treats & ChewsBakery BeveragesFresh Rolls & Baked Goods Energy Drinks BabyHot Dog & Hamburger Buns Multi Serve Shelf Stable Juices Baby FoodPrepackaged Bread Ready to Drink Tea Diapers & Training Pants

Refrigerated Juices & Drinks Disposable WipesAlcohol Refrigerated Orange Juice Infant FormulaBeer, Cider, Flavored Beer & Malt Beverages Single Serve Shelf Stable JuicesChampagne & Sparkling Wine Soft DrinksRed Wine Sports DrinksWhite & Rosé Wine Water

123 Categories in

Total

Category Coverage

MASS MERCH

CLUB

GROCERY

DOLLARDRUG

ONLINE

DISCOUNT/SPECIALTY

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Jason Smith Managing Director – USA

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jason.smith@shopperintelligence.com