Walmart – Shopper Events In-Store Activation

Shopper Marketing activity is growing at the expense of traditional media

Why? Shopper Marketing delivers superior ROI

What accounts for its superior ROI? Media fragmentation and the crowded landscape reduces the impact of traditional media Focusing on the in-store battleground enables brands to defend directly against the increasing sophistication of Private Label Data indicating that purchase decisions are made in the aisle itself (not in front of the television or radio) has led to increased focus on targeting the shopper vs. the end consumer You’ve got to win over mom! 70% of purchase decisions are made in store! 68% of purchases are impulse! 91% of consumers shop without a list! -Popai -2005

In-Store Sampling/Demo is the most commonly used Shopper Marketing tactic

Walmart Leads Industry Paradigm Shift Traditional Demo Model Shopper Events Model Walmart Leads Industry Paradigm Shift vs. Results not the how Inconsistent staffing-Independent Contractors No integration with Merchandising and Marketing objectives No event oversight or performance evaluation No Wal-Mart branding and poor supplier branding Flawed operational design with costly inefficiencies Unpredictable customer experience Direct hire employees –Fast Service, Friendly Event Sales Specialist, Clean Event Station Integration with Merchandising & Marketing objectives Full analysis of results by employee + paid on incentive Clear and concise branding Streamlined program to increase efficiencies Enhanced customer experience

Program Organizational Structure Shopper Events is the authorized planning and coordinating company for Walmart Stores, Inc. BRAND Sales Development Review and process event requests Schedule and calendar events Assign to proper EEC Audit, analyze and report

Shopper Events Process Supplier Provides Brand Event Calendar Execution Coordination Execution Planning Field Coordination Supplier Brand Align Brand Plan with Shopper Events Calendaring System Fulfillment Kits Shipped and Verified Schedule Event Walmart Operations Test Kitchen Enter Program into Event Execution Company System Creative Development Walmart Approvals Craft Event Manual Marketing Buyer

In-Store Event Sales & Execution Results

Event Stores vs. Non-Event Stores Incremental Sales Event Stores vs. Non-Event Stores Week 1: On TAB & COMAC Product A Week 1

Event Stores vs. Non-Event Stores Incremental Sales Event Stores vs. Non-Event Stores Product A Week 2

Incremental Sales Event Stores vs. Non-Event Stores Product B Week 3

Incremental Sales Event Stores vs. Non-Event Stores Product C Week 3

Event Station Layout In Store 1-2 GM Event Stations will be setup in the Departments identified in Blue 2-3 Grocery Event Stations will be setup in the Departments identified in Green

Contacts Walmart Demo and Events Team Shopper Events Team Melissa Perry, Sr. Manager Demo and Events mlperry@wal-mart.com 479-277-0516 Avery Duvall, Manager Demo and Events aduvall@wal-mart.com 479-204-1233 Rosa Reyes-Garcia, Demo and Event Coordinator rreyes4@wal-mart.com 479-204-2387 Shopper Events Team Brian Pear, Vice President/General Manager brian.pear@shopperevents.com 479-246-6912 Marco Rivera, Director of Business Development marco.river@shopperevents.com 479-246-6911