1. 1 Core Segments: Price Value Shoppers : Very much focused on getting the best value for their money, Price Value Shoppers love to shop, and take pride in the fact that they are “Smart” shoppers via their ability to find a good deal. Economic necessity underpins their value-seeking behavior. Family and togetherness are very important to them Brand Aspirationals: Are concerned primarily about image, wanting to have the best/most popular brands, but not necessarily being in a position to afford them Price Sensitive Affluents: While this segment does not have a love of shopping, they do want good value, and consider themselves smart shoppers. This bargain hunting behavior is not necessarily economically driven. The Walmart Canadian Shopper Segments

2. 2 The Price Value Shopper Who is the Price Value Shopper?Index GenderMale 13%0.22 Female 87%2.07 Respondent AgeMean41.5 0.99 16-2416% 0.84 25-4441%1.08 45-5422% 1.22 55+21%0.84 EthnicityWhite94% 1.06 Black1%1.00 Chinese/South Asian2%0.40 Presence of Children in HH 51%1.63 EmployedFull-time 35%0.70 Part-time 13%1.30 Not employed 51%1.28 Student5% 0.45 Retired15% 0.83 A/O Not employed31%2.82 EducationLess than university graduate83%1.38 University graduate +17% 0.43 HH IncomeMean$45.7K 0.79 < $50,00065%1.35 > $50,00035%0.67 Median$40K 0.77 LocationUrban 39%0.76 Suburban 28%0.90 Rural 33%1.83 WHO IS THE PRICE VALUE SHOPPER WHAT DOES SHE/HE SEEK? The Price Value Shopper is disproportionately likely to be a female, who skews in the 45-54 year old age range. Her income is the lowest, appreciably less than all other segments. She is notably more likely than other people to have children in her household, which likely adds to her need to stretch a dollar further. She is less educated, skews rural and is rep ethnic -- most likely to be Caucasian. She is an avid Walmart shopper, which is in sync with her love of shopping and her need to stretch her dollar.

3. 3 The Brand Aspirational Shopper Who is the Brand Aspirational Shopper?Index GenderMale 57%1.14 Female 43%0.86 AgeMean 40.590.95 16-24 21%1.24 25-44 41%1.11 45-54 17%0.85 55+22%0.85 EthnicityWhite 84%0.91 Black 1%1.00 Chinese/South Asian 8%4.00 Presence of Children in HH 40%1.19 EmployedFull-time 50%1.09 Part-time 11%1.10 Not employed 38%0.88 Student 10%1.00 Retired 17%0.94 A/O Not employed 11%0.69 EducationLess than university graduate 64%1.02 University graduate + 36%0.97 HH IncomeMean $54.2K0.95 < $50,000 53%1.10 > $50,000 47%0.90 Median $48K0.92 LocationUrban 53%1.13 Suburban 30%0.97 Rural 17%0.77 WHO ARE BRAND ASPIRATIONAL SHOPPERS AND WHAT DO THEY SEEK? A younger, highly ethnic suburban segment, with a slight male and a slight urban skew. They are notably more likely than others to come from households with children in them. Nearly 94% of this group are Wal*Mart shoppers, which is representative of the population overall.

4. 4 The Price Sensitive Affluent Shopper Who is the Price Sensitive Affluent Shopper?Index GenderMale 61%1.20 Female 39%0.80 AgeMean 43.721.05 16-24 16%0.84 25-44 34%0.87 45-54 21%1.11 55+29%1.26 EthnicityWhite 93%1.04 Black 1%1.00 Chinese/South Asian 4%0.80 Presence of Children in HH 29%0.71 EmployedFull-time 42%0.86 Part-time 9%0.82 Not employed 49%1.23 Student 11%1.10 Retired 23%1.35 A/O Not employed 15%1.07 EducationLess than university graduate 52%0.79 University graduate + 48%1.41 HH IncomeMean $53.2K0.94 < $50,000 55%1.12 > $50,000 45%0.88 Median $45K0.88 LocationUrban 54%1.10 Suburban 29%0.94 Rural 16%0.76 WHO ARE PRICE SENSITIVE AFFLUENT SHOPPERS AND WHAT DO THEY SEEK? This is a slightly skewed male, Caucasian, group of older, educated shoppers. They are differentiated on smart shopping characteristics, but differ from Price Value Shoppers in that they don’t love to shop. Overall they are fairly rep in terms of income, suggesting their “smart shopping” is more of a choice than a necessity.