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AS THE ECONOMY STARTS MOVING AGAIN...

HOW AMERICA SHOPS® RETAILER REPORTS REPORT HOW & WHERE SHOPPERS AT YOUR ACCOUNT WILL SPEND. MASS MERCHANDISER REPORT >> TARGET vs. WALMART shoppers DRUG STORE REPORT >> CVS vs. RITE AID vs. WALGREENS shoppers SUPERMARKET REPORT >> ALBERTSON’S vs. KROGER vs. PUBLIX vs. SAFEWAY shoppers WAREHOUSE CLUB REPORT >> COSTCO vs. SAM’S CLUB shoppers DOLLAR STORE REPORT >> DOLLAR GENERAL vs. FAMILY DOLLAR shoppers DEPARTMENT STORE REPORT >> KOHL’S vs. JC PENNEY vs. MACY’S shoppers ONLINE 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 VALUES

SHOPPER SPENDING

RETAILER CHOICES

After the fear and worry of the recession, how have shopper attitudes changed toward health and wellness, eco-friendly, financial responsibility?

When will the shoppers’ recession end? (Hint: At least 2 years)

Shoppers changed their retail choices during the recession.

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

Are shopping and browsing passé?

Which categories are shoppers spending more on?

SMART MOVES Each report includes examples of how smart companies have changed their marketing and selling practices to connect to the post-recession shopper.

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?

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

MORE DETAIL ON NEXT PAGE


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

• Quantified National Data

TABLE OF CONTENTS About WSL Strategic Retail

• Internet Surveys conducted quarterly

Executive Summary

METHODOLOGY

Methodology • Meet the Retailer’s Shopper

• National Sample: 1500 adults 18+ (includes all income and ethnic groups) • Updated at time of purchase with current data

• Attitudes that Influence Shopping • New Shopper Values • Channels Shopped in the Past Week • Quarterly Shopping Profile • Trends in Shopping for Leading Indicator Categories

ANALYSIS Each report compares leading retailers in the channel

• Where Categories are Purchased “Most Often” • Shopper Segment Personality Analysis Appendix (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!

ORDER NOW

Senior Vice President of Sales, Global Beauty Company

Please send me the following report(s): DEPARTMENT STORE

DOLLAR STORE

DRUG STORE

MASS MERCH.

ONLINE

SUPERMARKET

NAME

TITLE

COMPANY

PHONE

EMAIL

FAX

WAREHOUSE CLUB

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. 307 Seventh Avenue Suite 1707, New York NY 10001 T 212.924.7780 C 845.657.8278 E rfater@wslstrategicretail.com


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

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. • 5 1% of Walmart shoppers predict the recession will be over within the next two years from this survey (2011), compared to 58% of Target shoppers. • T he 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

B

814

381

4

4

1 – 2 years

51

58 A

3 – 5 years

36

32

6 years or more

9

6

Base: Total Women

The recession is over

%

%

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.  n the flip side, one-fourth of women expect it to take another 2 to 3 years before their finances will • O look up.  omen who shop at Walmart have been hit harder by the economic crisis: 23% of Walmart shoppers • W 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 A

TARGET 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

%

%

29

HOW AMERICA SHOPS® RETAILER REPORT MASS MERCHANDISERS COPYRIGHT 2010

© 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?

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

TARGET

A

B

814

381

%

%

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

Base: Total Women

30

HOW AMERICA SHOPS® RETAILER REPORT MASS MERCHANDISERS COPYRIGHT 2010

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


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

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

AVERAGE # OF SHOPPING TRIPS

4.0

WALMART

4.5

TARGET

AVERAGE # OF OUTLETS SHOPPED

4.1

4.9

WALMART

TARGET

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

814

381

%

%

1 Trip or Less - Light Shopper

12 B

9

2-3 Trips - Medium Shopper

45

43

4+ Trips - Heavy Shopper

42

49 A

Base: Total Women

31

HOW AMERICA SHOPS® RETAILER REPORT MASS MERCHANDISERS COPYRIGHT 2010

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

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