© 2015 Market Track. Private and Confidential 1 Walmart Watch – September 2015 Measuring promotional shifts at the world’s largest retailer

© 2015 Market Track. Private and Confidential 22 Metric9/11 Drop9/25 Drop Page Count1624 Feature Count80132 Rollback Share8.8%6.8% New Items1112 Key ThemesBaby Game Time, Halloween Private Brand Share 0%11.4% Walmart-US - Cleveland, OH - 9/25/2015 Circular - Page 1 (Front) Walmart-US - Cleveland, OH - 9/13/2015 Circular - Page 1 (Front) Weekly Drop Metrics

© 2015 Market Track. Private and Confidential 3 This 16 page drop presented Walmart as the one stop shop for all things baby with promotions for strollers, toys, car seats, baby food, crib monitors, and more. 9/11 Circular in Review

© 2015 Market Track. Private and Confidential 4 The 9/25 drop was a more traditional mix of general merchandise and food, with assortment and themes including football season, fall apparel, and Halloween. This drop also featured a special section featuring television cooking personality Ree Drummond’s “Pioneer Woman” kitchen line. 9/25 Circular in Review

© 2015 Market Track. Private and Confidential 5 September’s promotion counts remain elevated compared to the limited offerings of June and July. This is due in part to the emerging trend of bi- weekly circular drops at Walmart. Feature Count by Calendar Month Monthly Feature Ad Counts

© 2015 Market Track. Private and Confidential 6 September’s promotional assortment continued to shift towards more general merchandise due in part to the baby themed drop this month. With the holidays approaching this trend will likely continue going forward. Department Share of Promotions Assortment Shift Analysis

© 2015 Market Track. Private and Confidential 7 Private Brand’s share of promotions fell back to the long term average, but remained elevated compared to prior year activity. Private Brand Share of Promotions Walmart-US - Cleveland, OH - 9/25/2015 Circular - Page 12 (Middle) Walmart-US - Cleveland, OH - 9/25/2015 Circular - Page 6 (Middle) Private Brand Share of Voice

© 2015 Market Track. Private and Confidential 8 Rollback activity saw a sharp decrease in September, with the lowest share of monthly promotional activity seen in the scope of this study thus far. Share of Promotions with Featuring Rollback Rollback Activity

© 2015 Market Track. Private and Confidential 9 Walmart’s new item assortment focused on the young ones, with 15 of 23 new item callouts promoting Toys or Infant Accessories categories. New Item Callouts

© 2015 Market Track. Private and Confidential 10 Contact Us These materials were prepared specifically for use by the receiving party only. The materials, and the information they contain, are confidential and proprietary to Market Track and any related companies, and may not be reproduced, published or otherwise disclosed to others without express authorization from Market Track. Lead Business Intelligence Analyst Tanie Andraos (440) ext This presentation features circular promotion data from: