1 Homescan ® Syndicated Database Orientation

2 POS (scan) data tells you what sells in a retailer’s stores -- Homescan consumer panel data tells you who buys what in the stores and what they buy elsewhere A group of households selected to be demographically and geographically representative Continually providing information about their purchases From all outlets using in-home scanners Understanding your customers’ preferences allows you to tailor merchandising and operations to better meet customer needs

3 Homescan collects more than just demographic information allowing you to understand more about customer lifestyles Female/male head of household ­ Age ­ Employment ­ Occupation ­ Education Other household members ­ Age ­ Relationship to panel member ­ Employed for pay Household income Race Hispanic descent Cable TV Type of residence Own/rent residence Length of residence Pet ownership (dog/cat and number owned) Vehicle ownership (car/truck and number owned) Appliance ownership

4 Homescan’s allows you to look at your business globally and locally 61,500 households Geographically dispersed Demographically balanced Projected to U.S. Census at the national, regional, and market level Estimates are updated monthly to reflect changes in the population The robust sample allows the creation of custom geographies 23 local markets Buffalo/Rochester Boston Charlotte Chicago Columbus Denver Houston Los Angeles Miami Minneapolis New York Phoenix Detroit Sacramento St. Louis Seattle Tampa Dallas Atlanta Baltimore/Wash. San Antonio Philadelphia San Francisco

5 Pacific Mountain West South Central West North Central East North Central New England Mid- Atlantic South Atlantic East South Central 9 U.S. Census Divisions

6 Caveats of panel data Collection and reporting takes place in the home so items bought and immediately consumed may be missed Panelists do not scan purchases made for business use Hard-to-recruit households are a challenge for all marketing research companies requiring special recruitment and projection practices ­ Extremely low / extremely high income households ­ Young, single males ­ Young female heads with young kids ­ Certain ethnic households

7 On each shopping trip (no matter who in the hhld is shopping): Date purchased Age and gender of primary and secondary shopper Retailer and channel shopped Frequent shopper card usage* For each UPC... ­ Number of units purchased ­ Price paid (non ScanTrack stores only) ­ Deals used (mfr cpn, store cpn, store sale, other) Source of coupon* ­ at home, at the register, elsewhere in the store Total amount of shopping trip ($) Method of payment* * collected from a subset of panelists Information captured for each shopping trip So, now we know who, what, when, and where about every purchase!

8 Other information available Bar coded surveys ­ can also include open ended responses Intended user prompts Fresh foods (random weight), film developing and Rx purchasing ­ items that do not have a UPC code and so a code book (with bar codes) is supplied for wand scanning Hispanic panel Items carried in competition Source of volume ­ People who bought item X last year and not this year -- what are they buying now? ­ Opening a new store -- from which competitors will my volume come?

9 Why use Homescan data? Consumer behavior drives sales -- Homescan moves beyond demographics to measure behavior Tells what actually happens when your customers are inside your stores and your competitions’ Shows customer’s shopping behavior in all outlets including channels like pet stores Serves as a benchmark for success -- a healthy, active client base generates long-term success for a retailer Consumer data is imperative to move from Category Management to Consumer Management Homescan allows you to understand your customers, fine tune your operations to better respond to them and capture a larger share of wallet!