1. Compare Sales with Coupons Collecting and Browsing Circulars Auditing for Household Needs Menu Plan Offline Determine Store Known to Have Best Price Immediate Needs Gather Coupons – Newspaper/Online Make List Closest Grocery Store Grocery Store With Compelling Sales Specialty Store Cereal, Yogurt, etc. Milk, Bread, Eggs etc. Cookies etc. Salt, Butter, etc. Check-out & Review Receipt Staples Impulse Buys Sale Items Unexpected Items SHOP DESTINATION Stock-up Online PLANNING GATHERING SHOPPING THE SHOPPING (AND PLANNING) PROCESS

2. Compare Sales with Coupons Collecting and Browsing Circulars Auditing for Household Needs Menu Plan Offline Determine Store Known to Have Best Price Immediate Needs Gather Coupons – Newspaper/Online Make List Closest Grocery Store Grocery Store With Compelling Sales Specialty Store Cereal, Yogurt, etc. Milk, Bread, Eggs etc. Cookies etc. Salt, Butter, etc. Check-out & Review Receipt Staples Impulse Buys Sale Items Unexpected Items SHOP DESTINATION Stock-up Online GATHERING SHOPPING PLANNING

3. Compare Sales with Coupons Collecting and Browsing Circulars Auditing for Household Needs Menu Plan Offline Determine Store Known to Have Best Price Immediate Needs Gather Coupons – Newspaper/Online Make List Closest Grocery Store Grocery Store With Compelling Sales Specialty Store Cereal, Yogurt, etc. Milk, Bread, Eggs etc. Cookies etc. Salt, Butter, etc. Check-out & Review Receipt Staples Impulse Buys Sale Items Unexpected Items SHOP DESTINATION Stock-up Online SHOPPING GATHERING

4. PLANNING Compare Sales with Coupons Collecting and Browsing Circulars Auditing for Household Needs Menu Plan Offline Determine Store Known to Have Best Price Immediate Needs Gather Coupons – Newspaper/Online Make List Closest Grocery Store Grocery Store With Compelling Sales Specialty Store Cereal, Yogurt, etc. Milk, Bread, Eggs etc. Cookies etc. Salt, Butter, etc. Check-out & Review Receipt Staples Impulse Buys Sale Items Unexpected Items SHOP DESTINATION Stock-up Online SHOPPING

5. Mobile Device Routine Awakening – Some respondents would use their phone to check email, social networking sites, weather, or traffic. Commuting - Those who took public transportation used their device to “kill time” by playing games, checking social networking sites, emailing, or browsing the internet. Those who drove might use their device to make a phone call while driving. Work Breaks - Respondents frequently used their mobile devices to catch up on emails or play a game to relax. Waiting - In situations where respondents had to wait for a friend to arrive at lunch, at the doctor’s office, ect., respondents used their phones, again to “kill time.” Errands - When out-and-about, respondents often utilized apps that could help them compare prices, access their bank account, or plan the night’s activities. Home - Respondents used their device to chat with friends/family, play games, check social networking sites, or respond to emails; sometimes even while having a meal or watching TV. Morning Afternoon Night

6. Cashier Beauty Food Refrigerated Items Pharmacy Seasonal Photo Baby Care Gifts/Cards Health Office Supplies Home Care Miscellaneous Products Entrance/ Exit Personal Care Middle Aisle Periphery End Caps Check-out Entrance Carts/ Circulars End Caps Middle Aisle Periphery End Caps Seasonal Personal Care Health Divergent Paths Common Paths Common Stops Heavy Traffic Areas Product Locations Layouts of each store varied. The first aisle along the periphery also varied by store. Typical Footpath

7. Cashier Beauty Food Refrigerated Items Pharmacy Seasonal Photo Baby Care Gifts/Cards Health Office Supplies Home Care Miscellaneous Products Entrance/ Exit Personal Care Middle Aisle Periphery End Caps Check-out Entrance Carts/ Circulars End Caps Middle Aisle Periphery End Caps Seasonal Personal Care Health Divergent Paths Common Paths Common Stops Heavy Traffic Areas Product Locations Layouts of each store varied. The first aisle along the periphery also varied by store. Product Placement