Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Simon Ford, Managing Director, 0415 507424 Shopper Tracker.

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Simon Ford, Managing Director, 0415 507424 Shopper Tracker Liquor, Drinks Industry Show 2015 Shopper benchmarking metrics to drive category and customer planning

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au We launched in Australia in 2009 (now also in New Zealand, UK, US, Canada, France, Netherlands) One common industry view Measures behaviours & perceptions Consistent benchmarks category vs. category, retailer vs. retailer 250+ categories in Australia (Liquor, Grocery, Convenience, Pharmacy) 140,000+ Shoppers p.a. All retailers

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au We spoke to 20,018 Liquor shoppers in 2015 Other retail banners: - Standalone: n=1101 - Specialists / Fine Wine: n=946 N = 1818N = 1775 N = 4998 (split equally attached, standalone, drive-thru) N = 1770 N = 497 N = 1940 (split equally standalone, drive-thru) N = 1608 (split equally standalone, drive-thru) N = 1042 N = 1142 (split equally standalone, drive-thru) N = 1381 New in 2015

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Covering all main categories Beern = 4698 Lightn = 126 Midn = 683 Full Strengthn = 775 Premium/ Importedn = 1045 Craft/ Boutiquen = 1045 Contemporaryn = 1024 Spiritsn = 4305 Vodkan = 983 Rumn = 675 Bourbonn = 987 Whiskyn = 992 Liqueursn = 668 Winen = 6159 White under $15n = 777 White over $15n = 785 Red under $15n = 780 Red over $15n = 795 Sparklingn = 1075 Champagnen = 1045 Caskn = 902 Pre-Mixn = 3655 Vodkan = 971 Bourbonn = 676 Whiskyn = 672 Rumn = 679 Liqueursn = 657 Cidern = 1201 Traditionaln = 626 Flavouredn = 575

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?MoscatoPremium Beer

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?ChampagneSav Blanc

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?BottlemartCelebrations

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?AldiIGA

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?Aldi ($30.30)IGA ($35.40) 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34%

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?Aldi ($30.30)IGA ($35.40) 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34% 7 How many off trade shoppers also bought Liquor online in the last week?6%16%

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?Aldi ($30.30)IGA ($35.40) 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34% 7 How many off trade shoppers also bought Liquor online in the last week?6%16% 8 Which has a higher percentage bought from the chiller/ fridge?Pre-mix VodkaFlavoured Cider

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?Aldi ($30.30)IGA ($35.40) 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34% 7 How many off trade shoppers also bought Liquor online in the last week?6%16% 8 Which has a higher percentage bought from the chiller/ fridge?Pre-mix Vodka (49%) Flavoured Cider (57%) 9 Who has the higher percentage of affluent shoppers?VodkaBourbon

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?Aldi ($30.30)IGA ($35.40) 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34% 7 How many off trade shoppers also bought Liquor online in the last week?6%16% 8 Which has a higher percentage bought from the chiller/ fridge?Pre-mix Vodka (49%) Flavoured Cider (57%) 9 Who has the higher percentage of affluent shoppers?Vodka (59%) Bourbon (52%) 10 Which retailer is chosen more as a destination because of its good prices?Dan Murphy’sAldi

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?MoscatoPremium Beer 2 Which has a higher percentage of over 40s shoppers?ChampagneSav Blanc 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?BottlemartCelebrations 5 Who has the lowest average liquor category spend per trip?AldiIGA 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34% 7 How many off trade shoppers also bought Liquor online in the last week?6%16% 8 Which has a higher percentage bought from the chiller/ fridge?Pre-mix VodkaFlavoured Cider 9 Who has the higher percentage of affluent shoppers?VodkaBourbon 10 Which retailer is chosen more as a destination because of its good prices?Dan Murphy’sAldi

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Quiz: Heads or Tails? QuestionHeadsTails 1 Which has a higher percentage of women shoppers?Moscato (76%)Premium Beer (31%) 2 Which has a higher percentage of over 40s shoppers?Champagne (67%) Sav Blanc (80%) 3 How many shoppers specifically go out to buy alcohol (vs. buying when they’re out doing something else)? 1 in 32 in 3 4 Who has the youngest shoppers (under 40)?Bottlemart (45%)Celebrations (34%) 5 Who has the lowest average liquor category spend per trip?Aldi ($30.30)IGA ($35.40) 6 How many off trade shoppers also bought Liquor in the on trade (pub/ venue etc) in the last week? 14%34% 7 How many off trade shoppers also bought Liquor online in the last week?6%16% 8 Which has a higher percentage bought from the chiller/ fridge?Pre-mix Vodka (49%) Flavoured Cider (57%) 9 Who has the higher percentage of affluent shoppers?Vodka (59%) Bourbon (52%) 10 Which retailer is chosen more as a destination because of its good prices?Dan Murphy’s (61%) Aldi (73%)

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Shoppers in some segments are very fixed in their decision Fixed decision (brand/ size/ flavour) Flexible decision (brand/ size/ flavour) Why is this relevant? Tells you how important a brand is in the category, or to the retailer Drives range and space (availability) decisions Tells you where to invest on the path (pre- store vs in-store) High brand planned Will walk away if disappointed Pre-store promo effective

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Some segments offer opportunity to trade up and build retailer loyalty High differentiation Why is this relevant? Tells you where you should drive a higher margin per unit strategy vs volume through price Tells you how important a segment/ brand is in driving loyalty to a retailer ) Willing to pay more High retailer loyalty Low differentiation

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au A framework for investment: High differentiation Low differentiation Fixed decision brand/ size/ flavour Flexible decision brand/ size/ flavour e.g. Premium Beere.g. Red Wine over $15 e.g. Bourbone.g. Pre-mix Vodka Destination value “I know exactly what I want and I’ll go wherever I can find it at a good price” Drive value at shelf “Give me decent value, I don’t mind what brand/ option I choose” Inspire & inform at shelf “Educate and inspire me so I can make a decision, I’m open to different brands/ options” Hero skus “I’ll seek out a retailer that does exactly what I want well and don’t mind paying a bit more”

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Hero skus Drive value at shelf Inspire & inform at shelf Destination Value Liquor segments 2015 High differentiation Low differentiation Fixed decision brand/ size/ flavour Flexible decision brand/ size / flavour

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Focus on Destination Value Brands/ sizes critical: Invest in Price pre-store to win store & brand decision Invest in availability and simplicity at shelf Retailer attracts shoppers on that trip via price/ deal Consider a volume/ footfall through price strategy Brands/ sizes critical: Invest in Price pre-store to win store & brand decision Invest in availability and simplicity at shelf Retailer attracts shoppers on that trip via price/ deal Consider a volume/ footfall through price strategy Top 5 segments Full Strength Beer Light Beer Mid Strength Beer Contemporary Beer Bourbon Whiskey Destination Value Low differentiation Fixed decision brand/ size/ flavour

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Price image has improved (all categories) Aldi is challenging Big Box 81.4 The prices are great on the [CATEGORY] products I buy in [RETAILER] Price image 2014 vs 2015

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Staff: 12% Innovation: 30% Signage: 27% Shelf Layout: 20% Location: 9% Availability: 45% Packaging: 12% Ideas: 21% Less Choice: 4% % of shoppers: If you had to improve something, which would you choose Availability remains the #1 priority at shelf overall

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Focus on Drive Value at Shelf Occasion drives trip, but shoppers switch at shelf Win the segment/ brand/ pack/ flavour via impulse Win extra volume via impulse Win with a great price/ offer Occasion drives trip, but shoppers switch at shelf Win the segment/ brand/ pack/ flavour via impulse Win extra volume via impulse Win with a great price/ offer Top 5 segments Pre-mix Vodka White Wine less than $15 Vodka Red Wine less than $15 Traditional Cider Drive value at shelf Low differentiation Flexible decision brand/ size / flavour

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Segment decisions in “Drive Value” are more likely to be made at shelf Top 5 Unplanned segments Flavoured Cider31% Pre-mix Vodka28% Pre-mix Dark/ Light Rum27% Pre-mix Liqueurs25% Pre-mix Bourbon Whiskey22% Occasion drives trip (e.g. Party) Occasion drives trip (e.g. Party) But 1 in 4 shoppers decide segment at shelf Action: invest in-store to drive switching

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Focus on Inspire & Inform at Shelf Innovate, inspire, inform, invest in quality Flagship investment, retailer wins loyalty in these segments At shelf switching: win the sku decision in-store Drive high unit margin/ premium (shallow price discounts) Innovate, inspire, inform, invest in quality Flagship investment, retailer wins loyalty in these segments At shelf switching: win the sku decision in-store Drive high unit margin/ premium (shallow price discounts) Top 5 segments Red Wine more than $15 White Wine more than $15 Craft Beer Flavoured Cider French Champagne Inspire & inform at shelf Flexible decision brand/ size / flavour High differentiation

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Shoppers are increasingly willing to pay more for these segments Most willing to pay more* 1 White Wine More than $1561% 2 Red Wine More than $1560% 3 Craft / Boutique Beer57% 4 French Champagne56% 5 Shiraz55% +6% more willing to pay more +5% more willing to pay more -1% +12% more willing to pay more +4% more willing to pay more Difference vs 2014? *I don’t mind paying a bit more for some types of XXX in RETAILER for better quality/ something different Price still plays a role (e.g. impulse volume) But less need to deep discount

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au This is led by Vintage Cellars and Big Box 19.6 Willingness to pay more (trade up) 2014 vs 2015 I don’t mind paying a bit more for some types of XXX in RETAILER for better quality/ something different

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au “Inspire and Inform” via new is not improving however 15.7 New ideas 2014 vs 2015 Q. There are often appealing new ideas in (CATEGORY) in (RETAILER)

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au More shoppers are being traded up on volume First Choice clearly leads on this strategy 6.9 Persuaded to buy extra 2014 vs 2015 I'm often persuaded to buy extra [CATEGORY] in [RETAILER]

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Focus on Hero skus Hero skus Flagship investment, retailer wins traffic, margin and loyalty Brands critical, must innovate, inspire and be worth a premium The brand (sku) drives the destination: invest pre-store Drive high unit margin/ premium (shallow price discounts) Flagship investment, retailer wins traffic, margin and loyalty Brands critical, must innovate, inspire and be worth a premium The brand (sku) drives the destination: invest pre-store Drive high unit margin/ premium (shallow price discounts) Top 5 segments Premium/ Imported Beer Pre-mix Scotch Whisky Scotch Whisky Dark/ Light Rum French Champagne High differentiation Fixed decision brand/ size/ flavour

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Liquor retailers are getting better at driving retailer loyalty, led by Dan Murphy’s Retailer loyalty 2014 vs 2015 One of the reasons I go to (RETAILER) is because it does (CATEGORY) particularly well 31.7

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Hero skus Drive value at shelf Inspire & inform at shelf Destination Value In summary, invest appropriately High differentiation Low differentiation Fixed decision brand/ size/ flavour Flexible decision brand/ size / flavour

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Hero skus Drive value at shelf Inspire & inform at shelf Destination Value Segments can change quickly High differentiation Low differentiation Fixed decision brand/ size/ flavour Flexible decision brand/ size / flavour Flavoured Cider Traditional Cider

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Retail can change quickly 81.4 The prices are great on the [CATEGORY] products I buy in [RETAILER] Price image 2014 vs 2015

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Casual Event 64% of Liquor 28% of Liquor 11% of Liquor Special Occasions Relaxing/ Everyday 6% of Liquor Gifting Relaxing/ Everyday dominates, but don’t forget events that are more important to your shopper

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Casual Event 64% of Liquor 28% of Liquor 11% of Liquor Special Occasions Relaxing/ Everyday 6% of Liquor Gifting Females are more likely to be concerned about making the right decision (opportunity) Buy for me Buy for others Female Over Indexing Male Over Indexing

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Point of Purchase Opportunities Female / Male (2015) Average Category Male AVAILABILITY INNOVATION EASE OF SHOP NAVIGATION PACKAGING THEATRE LOCATION IN STORE STAFF LESS CHOICE Female Men: Availability, Simplicity Females: Navigation, Theatre, Staff help

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Future is not the present Engage the shopper better Drive Growth & Margin Thank You! www.shoppertracker.com.au

Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Simon Ford, Managing Director, 0415 507424 Shopper Tracker.

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Shopper © Copyright 2015 Shopper Tracker / SMI www.shoppertracker.com.auwww.shoppertracker.com.au Simon Ford, Managing Director, 0415 507424 Shopper Tracker.

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