Why do shoppers behave the way they do? Increasing demands Life is more complicated than it used to be Saving money is a necessity I should be smarter about the choices I make

Stimulus FMOT ZMOT Shoppers are using digital sources more than ever Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=250 Used 10.8 sources on average 25% Average Usage Used 10.8 sources on average 25% Average Usage Talked with a financial services organization representative in- person (51%) Read brochure / pamphlet in a financial services organization office / location (43%) Talked with a customer service representative on the phone (39%) Looked at signage / display in a financial services organization office / location (31%) Searched online, used search engine (net) (61%) Received mail at home from a bank (40%) Saw advertisements on television (36%) Read newspaper articles / reviews / information (30%) Talked with friends / family (59%) Read information in an received from a bank (28%) Noticed advertising while browsing online (28%) Sought information from a bank website (58%) Comparison shopped banking products online (48%) Read product reviews or endorsements online (36%) Finance – Banking

And it’s not just mobile or social 4

With so many choices, where should you place your bets? 5 Over 200 different in-store, mobile retail and social utility companies focused on retail Over 40% of these companies were not in business 18 months ago Almost a third of in-store networks and digital kiosk companies fail within three years of launch

6 Developing technology decision matrix model Lo Hi Makes shopper faster, smarter LoHi Improve measurement of shopper marketing effectiveness Hi Lo Improved connectivity between brand and shopper OPTIMAL How should brands determine what technologies to adopt in the retail environment? What are the best in class technology vendors that meet shopper needs as well as brand needs? Where should brands and retailers place their bets now and in the future?

What influences shoppers to choose the products/outlets they do? What role does digital and social media play in shopper decision making? What’s the optimum in-store shopping experience? What does the in-store experience offer that online cannot? How can the online experience compliment the in-store experience today and in the future? What does the store of the future look like—say in five years? Key client questions 7

Long Purchase Journey 23% of Sample or n=113 Medium Purchase Journey 17% of Sample or n=85 Short Purchase Journey 6% of Sample or n=30 When and where does the shopper journey begin?

85% Usage 96% Repeat Usage 85% Usage 96% Repeat Usage Fewest People Most People Source content Searched online/ Used a search engine More than a year before 7-12 months 4-6 months2-3 months 1 month 2-3 weeks before 1 week before 4-6 days before 1-3 days before Day 0 Time From Purchase Degree of Influence Travel

VotersTravelOTC Health Tech CPG - BeautyAutomotiveRestaurant CPG - Grocery BankingCredit CardsInvestments Insurance

S EARCH, COMPARISON SHOPPED ONLINE, MFG WEBSITE T RIED F&F MEMBER ’ S, TALKED WITH F&F TV AD / MAGAZINE ARTICLES S HOPPER ENTRY POINTS : N SHOPPERS, A UTOMOTIVE CATEGORY

AUTOMOTIVE - LONG All Paths In terms of complete journeys from 1 month, to day of purchase, the "All Paths" chart for "Automotive- Long" contains 113 journeys, one for each respondent. In terms of individual connections between any two x-axis points, the chart contains 6,487 individual connections between x-axis points. When multiple respondents use the same connecting path, only one line is drawn. P URCHASE JOURNEY : N=1000 A UTOMOTIVE SHOPPERS

P URCHASE JOURNEY : 10% OF N =1000 A UTOMOTIVE SHOPPERS

P URCHASE JOURNEY : 10% OF N =1000 A UTOMOTIVE SHOPPERS

E MOTIONAL DECISION MAKING IN THE SHOPPER JOURNEY

How we measure inner versus outer brain functions

Proprietary and Confidential. ©2011 All Rights Reserved0 Respondent goes back and forth between displays. Cannot find apples to apples comparison or key product benefits. Stress rises. Respondent B, Day 1, Store 1 Measuring shopper emotional/physiological response: consumer tech category

Proprietary and Confidential. ©2011 All Rights Reserved0 Respondent G, Day 2, Store 2 Shoppers show extreme frustration trying to use sales tablet to understand product benefits. Simple signage might have solved this problem more easily Technology doesn’t always solve shopper problems

H I -T ECH OR L OW -T ECH … R E - IMAGINE S HOPPING THROUGH THE LENS OF THE S HOPPER

Over 80% of shopper said they would follow brand & ingredient recommendations instructions “to the letter”

Why do shoppers behave the way they do?