1 Copyright © SymphonyIRI Group, Confidential and Proprietary. J.P. Beauchamp & Willis Duran Location, Location, Location Lead Marketing Conference

2 Copyright © SymphonyIRI Group, Confidential and Proprietary. Colossal Collapse In Chicago

3 Copyright © SymphonyIRI Group, Confidential and Proprietary. The Friday Morning Leader Board

4 Copyright © SymphonyIRI Group, Confidential and Proprietary. Some Numbers to Consider 1.7% to 1.3% Revised GDP for Q % New Jobs Created 2010 A Labor Force Participation Commerce Dept, Challenger Gray & Christmas

5 Copyright © SymphonyIRI Group, Confidential and Proprietary. Good News Bad News Source: Moody’s, BLS Economic Snapshot E

6 Copyright © SymphonyIRI Group, Confidential and Proprietary. We Adapt and Overcome

7 Copyright © SymphonyIRI Group, Confidential and Proprietary. The Most Important Slide SegmentsPromotion & Store InfluencesProduct Development Downtrodden  Size: 17.8%  Median Age: 48  Median Income: $41K  Bleak outlook Cautious& Worried  Size: 24.8%  Median Age: 55  Median Income: $47K  Bleak outlook Start-Ups  Size: 10.6%  Median Age: 36  Median Income: $47K  Hurt but see bright future Optimistics  Size: 14.3%  Median Age: 40  Median Income: $64K  Financially hurt a bit Carefree  Size: 18.6%  Median Age: 53  Median Income: $67K  Financially Stable Savvy Shoppers  Size: 13.8%  Median Age: 51  Median Income: $76K  Financial improved  Skew to Walmart, Dollar, C-Store &Supercenter  Collect coupons from newspapers and online  Like loyalty card discounts, store signs, displays  Use store Kiosks, Touch Screen Digital Signs  Buy most private labels for EDLP  Visit manufacturers’ web for info and deals  Try new brands for low price  Look for products that last longer  Prefer products that serve multi-usages.  Prefer package types that allow family share  Skew to Walmart, Dollar, C-Store & Club  Don’t actively collect coupons  Don’t pay much attention to In-Store circulars, signs or displays.  Price sensitive.  Try new brands for low price  Look for products that last longer  Skew to Grocery, Drug and Mass stores  Search info and purchase online  Collect coupons from newspapers and online  Like loyalty card discounts, store signs, displays  Use store Kiosks, Touch Screen Digital Signs  Visit manufacturers’ web for info and deals  Try new brands. Like products that last longer  Prefer package types that allow family share  Reachable by social network, TV and Ratio ads and iPhone.  Skew to Walmart & Supercenter  Search info and download coupons online  Like loyalty card discounts, store signs, displays  Price sensitive. Buy private labels for EDLP.  Visit manufacturers’ web for info and deals  Prefer package types that allow family share  Reachable by TV and Radio ads and iPhone  Skew to Club store  Not engaged in collecting coupons  Least price sensitive  Buy on trust of brands  Most brand loyal  Skew to Grocery, Drug and Mass stores  Enjoy shopping and quest for value.  Use a lot of coupons and store circulars  Like loyalty card discounts, store signs, displays  Buy on trust of brands  Read product labels  Research products on blogs

8 Copyright © SymphonyIRI Group, Confidential and Proprietary. While consumers are a little pessimistic about the economy, they are making adjustments and returning to “little luxuries” Downturn Driven Ritual Changes % of Shoppers- Top 2 Box Source: SymphonyIRI MarketPulse Survey, Q32011.

9 Copyright © SymphonyIRI Group, Confidential and Proprietary. Slight changes in consumer optimism are reflected in how they are strategizing their store trips Source: SymphonyIRI MarketPulse Survey, Q32011, Q Trip Strategies % of Shoppers- Top 2 Box

10 Copyright © SymphonyIRI Group, Confidential and Proprietary. Scope & Scale Almost half of US Adults own a Smartphone Source:Pew Research Center's Internet & American Life Project. 3/12 comScore US Digital Future in Focus 2/12 One-third of Americans view online videos a day Facebook delivers one out of every four ads >100 advertisers = 1 Billion IMPs Q4 ‘11

11 Copyright © SymphonyIRI Group, Confidential and Proprietary. Identify Key Consumer Groups High Value Shoppers Priority Segments Activate – Retail Channels, Banners & Stores Geographies—Local is the new Black Retailers Activate – Media Messaging & Consumption Media Campaigns Direct to Consumer Program Focused Messaging Concentrated Content Key Steps in the Shopper Marketing Activation Process

12 Copyright © SymphonyIRI Group, Confidential and Proprietary. How Can you Better Leverage Digital Content Communication Shopper Experience “Push” messaging Confusion at the Shelf “One Size Fits All “Messaging One-on-One Dialogue Greater convenience In Store or Online Tailored Communications

13 Copyright © SymphonyIRI Group, Confidential and Proprietary. Everything is in Play…Data & Platform Agnostic Lifestyle / Shopper Segmentation Media Consumption Buying Behavior Is she a traditionalist? …or is she a health conscious consumer? Is she an expert who likes to share her recipes and skills with others? … or does she reach out to cooking experts because she needs as much help as possible? Will she only buy your product on a deal? … or does she stick to one brand?

14 Copyright © SymphonyIRI Group, Confidential and Proprietary. DATACONTENT TECHNOLOGY + +

15 Copyright © SymphonyIRI Group, Confidential and Proprietary. Page 15 Data ShopperMarket POS data representing 95% of items sold at the UPC level All outlet SIG scan panel purchase data and AOL proprietary data ShopperScanOther Data Behavioral | Demographic Psychographics | Technographic Daypart | Weather Audience Data 3 rd Party Data Media Data

16 Copyright © SymphonyIRI Group, Confidential and Proprietary. Content Page 16 Audiences can be targeted and scaled with uniquely cross- platform digital approaches.

17 Copyright © SymphonyIRI Group, Confidential and Proprietary. Technology

18 Copyright © SymphonyIRI Group, Confidential and Proprietary. Insights Page 18 Digital Audience Insights Offline Sales Impact EXPOSED CONTROL ROI: $2.52 Advanced Measurement360 Multi-Dimensional Views

19 Copyright © SymphonyIRI Group, Confidential and Proprietary. Digital Campaigns - Benchmarks Averag e 98MM 545MM 17MM Campaign Size (Impressions) Average $1.67 $3.82 $0.48 ROE Targeted $0.09 $0.16 $0.02 $ Impact /HH 68% 1.2% % Impact Average 16% MAX MIN The Average ROE for all targeted campaigns is $1.74 vs. $1.54 without a Purchase Based Target Updated 9/12 Targeted $1.74 Average $0.08 Targeted 19% Targeted 111MM No Target 12% No Target $0.07 No Target $1.57 No Target 70MM

20 Copyright © SymphonyIRI Group, Confidential and Proprietary. Develop laser- focused consumer target. Identify where to find your best consumer Identify your best consumer by their shopping behavior. Holistic Data Approach

21 Copyright © SymphonyIRI Group, Confidential and Proprietary. Thank You