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HOW AMERICA SHOPS® RETAILER REPORTS

SHOPPER VALUESAfter the fear and worry of the recession, how have

shopper attitudes changed toward health and wellness,

eco-friendly, financial responsibility?

Are shopping and browsing passé?

MASS MERCHANDISER REPORT >> TARGET vs. WALMART shoppersDRUG STORE REPORT >> CVS vs. RITE AID vs. WALGREENS shoppersSUPERMARKET REPORT >> ALBERTSON’S vs. KROGER vs. PUBLIX vs. SAFEWAY shoppersWAREHOUSE CLUB REPORT >> COSTCO vs. SAM’S CLUB shoppersDOLLAR STORE REPORT >> DOLLAR GENERAL vs. FAMILY DOLLAR shoppersDEPARTMENT STORE REPORT >> KOHL’S vs. JC PENNEY vs. MACY’S shoppersONLINE RETAILER REPORT >> INTERNET vs. NON-INTERNET and AMAZON vs. EBAY shoppers

Each report defines how the recession has impacted the SHOPPER VALUES, SHOPPER SPENDING and RETAILER CHOICES

SHOPPER SPENDINGWhen will the shoppers’

recession end?(Hint: At least 2 years)

Which retailer’s shoppers will go back to spending first?

Which categories are shoppers spending more on?

RETAILER CHOICESShoppers changed their retail choices during the recession.

Whose shoppers went to Dollar and Deep Discount?

Where have Target and Walmart’s shoppers gone?

Do the Supermarket chains have a

stronger shopper base coming out of the recession – and can they keep it?

Internet shopping moves into the #3 channel for weekly shopping - Which

retailers are getting a share of this Internet spending?

SMART MOVES

Each report includes examples of how smart

companies have changed their marketing and selling

practices to connect to the post-recession

shopper.

REPORT HOW & WHERE SHOPPERS AT YOUR ACCOUNT WILL SPEND.

AS THE ECONOMY STARTS MOVING AGAIN...

SUCCESS STORIES

So thank you, from the bottom of my heart - you have NO IDEA just how much I use your data and how smart it makes

us all feel, whether we’re seeing a retailer or a marketer.

Vice President, Publishing

307 Seventh Avenue Suite 1707, New York NY 10001T 212.924.7780 C 845.657.8278 E [email protected]

METHODOLOGY

•Quantified National Data

• Internet Surveys conducted quarterly

• National Sample: 1500 adults 18+ (includes all income and ethnic groups)

• Updated at time of purchase with current data

ANALYSIS

Each report compares leading retailers in the channel

TABLE OF CONTENTS About WSL Strategic RetailMethodologyExecutive Summary

•Meet the Retailer’s Shopper

•Attitudes that Influence Shopping

•New Shopper Values

• Channels Shopped in the Past Week

•Quarterly Shopping Profile

• Trends in Shopping for Leading Indicator Categories

•Where Categories are Purchased “Most Often”

• Shopper Segment Personality AnalysisAppendix (Questionnaire)

SUCCESS STORIES

Just left Walgreens after presenting the shopper information. The meeting went exceptionally well. They could not have been more pleased. Thanks so much for pulling your data together in

such a compelling story and on such short notice! We could not have met Walgreens’ needs and expectations without you!

Senior Vice President of Sales, Global Beauty Company

SUCCESS STORIES

This is one of the best pieces I have seen in a long time! Congratulations! I’m using parts of it in my Assortment Rationalization Presentation (with appropriate credits, of course). It’s been emailed

around several times now. Great work!

Category Insights Manager, CPG Manufacturer

Please send me the following report(s):

DEPARTMENT STORE DOLLAR STORE DRUG STORE MASS MERCH. ONLINE SUPERMARKET WAREHOUSE CLUB

NAME TITLE

COMPANY PHONE

EMAIL FAX

ADDRESS

Please send check payable in U.S. Dollars to: WSL STRATEGIC RETAIL, 307 Seventh Avenue Suite 1707, New York NY 10001

TO DISCUSS HOW WE MIGHT WORK TOGETHER, CALL US.

ORDER NOW

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HOW AMERICA SHOPS® RETAILER REPORTMASS MERCHANDISERS COPYRIGHT 2010

WHEN WILL THE RECESSION END? THEIR FINANCES IMPROVE?

The million-dollar question: When will the Great Recession end? Washington D.C. told us it was over before the end of 2009, but only 4% of shoppers agree.

• 51% of Walmart shoppers predict the recession will be over within the next two years from this survey (2011), compared to 58% of Target shoppers.

• The remaining women do not anticipate an end to the recession for at least another 3 to 5 years -- or more.

WHEN WILL THE RECESSION END?WALMART TARGET

A BBase: Total Women 814 381

% %

The recession is over 4 4

1 – 2 years 51 58 A

3 – 5 years 36 32

6 years or more 9 6

THEIR OWN FINANCIAL RECOVERY

Equally, if not more important, is when these women feel their own finances will be on the road to recovery. Fortunately, a promising share of Mass Merchandiser shoppers expect their personal finances to show signs of improvement by the end of 2010.

• A hopeful 41% of Walmart and 45% of Target shoppers think their finances will be on the mend by the end of 2010.

• On the flip side, one-fourth of women expect it to take another 2 to 3 years before their finances will look up.

• Women who shop at Walmart have been hit harder by the economic crisis: 23% of Walmart shoppers compared to 15% of Target shoppers cannot imagine when they will start to see recovery, if at all.

WHEN WILL YOUR PERSONAL FINANCES IMPROVE?

WALMART TARGETA B

Base: Total Women 814 381% %

Before first half of 2010 21 22

Second half of 2010 20 23

It will take 2 to 3 years 26 27

I have no idea, but no time soon 23 B 15

My personal finances were never affected by the economy. 10 13

© WSL MARKETING INC. 2010. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER

WALMART VS. TARGET SHOPPERS: WHEN WILL THE SHOPPERS’ RECESSION END?

30


POST-RECESSION EFFECTS ON SHOPPING

Whether or not shoppers will go back to buying post-Recession depends on how much they struggled during the recession. Will shopping as we know it be changed forever? Will shoppers splurge on more discretionary items after years of penny-pinching? Maybe, maybe not.

• First, only 1/5 of all women said they haven’t changed their spending habits; 80% have.

• Women who cut back their spending and are content with less spending and “stuff” are more likely to be the Walmart shoppers (45%) compared to Target shoppers (37%).

• Then there are those who have come out of the recession with spending guilt. Target shoppers are far more likely to experience this symptom --- 23% agree “I have money to buy things, but I don’t want to spend so much anymore.” Only 17% of Walmart shoppers feel that way, perhaps because there are fewer Walmart customers who fit this profile.

SPENDING AFTER THE RECESSION

WALMART TARGETA B


I have had to cut back my spending but I've grown used to buying less and I don't want to go back to buying things the way I used to. 46 B 37

I have the money to buy things, but I just don't want to spend so much anymore. 17 23 A

I have had to cut back my spending, but I will go back to spending as soon as I can, I miss buying things. 18 18

I haven't really changed the way I spend. 19 22


WALMART VS. TARGET SHOPPERS: WHEN WILL THE SHOPPERS’ RECESSION END?

31


SHOPPING BEHAVIOR

WEEKLY SHOPPING

In spite of being able to get practically everything they need to run their household at their favorite channel, these Mass Merchandiser shoppers are in 4 to 5 different stores a week.

• Walmart shoppers make fewer shopping trips than Target shoppers (4 weekly trips vs. 4.5), visiting fewer outlets (4.1 vs. 4.9).

HEAVY, MEDIUM OR LIGHT?

At 49%, more Target shoppers make 4+ trips each week compared to 42% of Walmart shoppers. Not a great a surprise considering shopping trips increase with income and Target shoppers skew more upscale --- and they have access to more stores in the suburbs.

SHOPPING PATTERNS

WALMART TARGET

A B


1 Trip or Less - Light Shopper 12 B 9

2-3 Trips - Medium Shopper 45 43

4+ Trips - Heavy Shopper 42 49 A


WALMART VS. TARGET SHOPPERS: SHOPPING BEHAVIOR - WEEKLY SHOPPING TREND

WALMART TARGET WALMART TARGET

4.0 4.5 4.14.9

AVERAGE # OF SHOPPING TRIPS AVERAGE # OF OUTLETS SHOPPED

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WSL_HAS_Retailer_Sample