1. The New Path to Purchase
Mary Brett Whitfield
Senior Vice President
Anne Zybowski
Vice President
Big Idea
March 2013

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Disclaimers
The analyses and conclusions presented in this document represent the opinions of Kantar Retail. The views expressed do not necessarily reflect the views of the management of the retailer(s) under discussion.
This document is not endorsed or otherwise supported by the management of any of the companies covered within the following slides.
1. Metro C Strategy and Prospects

3. The Path to Purchase™ … Was always a simplified model for a complex process
BEFORE
AFTER
DURING
NAVIGATE
STORE
MAKE
SELECTION
CHOOSE
OUTLET
INFLUENCE SHOPPER
BEHAVIOR
Create Demand
Choose Outlet
Navigate Store
Select & Buy
User Satisfaction
Consumer Shopper Consumer
TRUSTED
MEDIA
RE-PURCHASE
Source: Kantar Retail analysis

4. Shopper Has Gone Digital
Digital Shopper = Empowered Shopper
Among Primary Household Shoppers …
47%
The Digital Shopper
Equipped
Engaged
Active
Have a
Smartphone
24%
59%
Have Made an Online Purchase in Past Six Months
Have a Tablet
Significant year-to-year increase in participation rates in 13 digital activities … shopping well entrenched in the mix!
Source: Kantar Retail analysis, Kantar Retail ShopperScape®,: January 2012, December 2012, January 2013

5. Engaged … A Lot of Activity Outside the Four Walls of Stores
Digital Engagement
(past six-month participation rates among all primary household shoppers)
All Shoppers
Gen Y
Gen X
Boomers
Seniors
Sample size
4,011
531
1,225
1,565
690
Online Activities
Purchased a product online
59%
51%
60%
62%
Researched a product online before purchasing at a store
42%
40%
44%
35%
Signed up to receive s from a retailer
32%
31%
33%
27%
Downloaded, used online coupons for an in-store purchase
24%
29%
Used a game or entertainment "app" on mobile device
23%
36%
16% 7%
Accessed a retailer Web site on mobile device
17%
30%
11% 5%
Social Media Activities
Spent time on a social networking site
61%
56%
49%
Engaged in social networking conversations online
46%
18%
Accessed a social networking site on mobile device
41%
Used a social networking "app" on mobile device
26%
45%
37% 8%
Gen Y/X digital social butterflies; Gen X most purposeful
Note: Shading indicates significantly greater percentage than all shoppers (95% confidence level).
Source: Kantar Retail ShopperScape® January 2013

6. The Shopper Is Omni-Channel ...
… which creates new (and evolving) expectations of retailers and shopping experiences
Social
Shopping
Media
Information
Source: Kantar Retail analysis

7. New (& Evolving) Expectations of Retailers
Personalization
Convenience
24/7 Access
Conversation
Price Transparency
Exclusive Promotions
Source: Company Websites, Kantar Retail analysis

8. The New Path to Purchase
Information and social media alter research and advocacy
Create Demand
Choose Trusted Source
Navigate Store/Site
Select & Buy
Choose Channel
User Satisfaction
Advocate Community
Loyalty
Trust
Source: Kantar Retail analysis

9. Information Is Critical to Buying Process
Trusted Source for information is a new, key area of focus
49% of shoppers researched a product online before making a purchase at a store
41% of shoppers read reviews before making their last online purchase
Choose Trusted Source
3rd Party/Social
Google/ Search
Blogs
Communities
Facebook
Twitter
Pinterest
Other Social
Manufacturer
Vendor.com
Brand sites
Retailer
Retailer.com
Amazon.com
Source: Kantar Retail analysis, Kantar Retail ShopperScape® January 2013

10. In World of Social and Consumer-Generated Media, Advocacy Is the New PR
Moves well beyond “satisfied” customers
Engagement
Conversation
Listen
Advocate Community
Choose Trusted Source
Source: Kantar Retail analysis, Company Websites, Facebook

11. Meeting Shopper Needs along a New Path in an Omni-Channel World
What Has Changed
What It Means
What To Do
Shoppers add “choose trusted source” to shopping routines.
Shopper marketing needs to start significantly before shoppers are in front of a shelf or ready to click “add to cart.”
Be present wherever and whenever shoppers are
Ensure visibility at every potential point of influence
Through social media and social networking, shoppers have the ability to share and shape opinions through advocacy.
The retailer and brand mindset must shift from an environment where retailers and brands wield control to one where they are but one of myriad influencers.
Adopt a test and learn culture
Be willing to fail quickly
Source: Kantar Retail analysis

12. Anne Zybowski
Vice President
Mary Brett Whitfield
Senior Vice President T