Source: Google Post-Holiday Learnings for 2011 Shopper Marketing Q3 Report: Learning What Motivates Shoppers What helps all shoppers make a purchase decision? Coupons, delivered across a variety of platforms, are cited as among the most influential factor in purchase decisions. Note: Survey of 1,207 shoppers, statistically representative of the U.S. population. Source: Acosta, The Why Behind the Buy, Summer 2010

Shopper Marketing Q3 Report: Learning What Motivates Shoppers Note: Survey of 1,207 shoppers, statistically representative of the U.S. population. Source: Acosta, The Why Behind the Buy, Summer 2010 How do shoppers plan to start shopping? Store circulars are still one of the most popular tools for shoppers, and the majority make a list before they hit the store aisles72% use a list for routine shopping trips 73% special occasions; 70% stock up shopping 85% look at the store circular 92% of seniors and 88% of older Boomers pay particular attention to them 53% clip coupons from the circular Half said that if it’s a brand they use, the store circular will prompt them to buy it when it’s on sale

Shopper Marketing Q3 Report: Learning What Motivates Shoppers Shopping behaviors Shopping trips are generally well-planned and deliberate, but impulse purchases occur quite frequently among male and female shoppers. Note: Survey of 1,207 shoppers, statistically representative of the U.S. population. Source: Acosta, The Why Behind the Buy, Summer 2010 Look at a store circular either before or at the store Choose the store you went to specifically because it offered lower prices on things you needed Make additional unplanned purchase after seeing products or deals in the store Stock up on certain items because they were on sale Seek out and buy store brands to save money Buy brands other than your preferred or usual brands because they were on sale Select products to create more meals at a lower total cost Choose products because of loyalty card discounts MALE FEMALE

Shopper Marketing Q3 Report: Learning What Motivates Shoppers Source: Greenhouse Industry Trends Report, Spring 2011 What tools are marketers and agencies using? A Greenbook survey of 673 marketing research professionals asked, “Which of the following research techniques and approaches have you used for a client or commissioned from a supplier?”