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© 2005 – 2008 TNS Shopper360.™ All rights reserved. Confidential www.tns-global.com © 2005 – 2008 TNS Shopper360.™ 2008 Military Channel Report.

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Presentation on theme: "© 2005 – 2008 TNS Shopper360.™ All rights reserved. Confidential www.tns-global.com © 2005 – 2008 TNS Shopper360.™ 2008 Military Channel Report."— Presentation transcript:

1 © 2005 – 2008 TNS Shopper360.™ All rights reserved. Confidential © 2005 – 2008 TNS Shopper360.™ 2008 Military Channel Report

2 Introduction © 2005 – 2008 TNS Shopper360.™ Introduction to Shopper360™ On-line Survey utilizing the TNS Managed Access Household Panel conducted between September 10 and October 14, 2007 Panelists are recruited and earn 750 MySurvey.com rewards points to be credited to their account upon completion of the survey The survey may take about 55 minutes of their time The information in this report is based on the responses of 73,507 shoppers in the Total U.S., of which 1,938 have visited a Military Commissary, during the past three months. –382 Retired –471 Active Military –1,085 Military Dependents (Shopped at Commissary and are neither Retired or Active Duty status) Military Commissary Key Competitors: WMSC, Super Target, Costco, Kroger, Safeway, Publix Information on shopper attitudes, beliefs, needs and wants in areas such as: –General shopper behavior and lifestyle –Commitment to retailers –In-store experiences Past 3 month banner trip awareness and trip frequency In-depth information on past 2 shopping trips to collect store and department performance, reasons for trip, influences, and much more.

3 Introduction © 2005 – 2008 TNS Shopper360.™ Key Demographics

4 © 2005 – 2008 TNS Shopper360.™ All rights reserved. Confidential Demographics, Lifestyles, & Attitudes The Shopper

5 Commissary Patrons like to shop for groceries and try new foods & beverages 100 = Index Average Index of 120 or higher Index of 80 or lower Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers Commissary Patrons like to take their time and browse when shopping – they are less likely to be in a hurry when grocery shopping. They like shopping for groceries and enjoy buying and trying new products. Commissary Patrons like to take their time and browse when shopping – they are less likely to be in a hurry when grocery shopping. They like shopping for groceries and enjoy buying and trying new products. Q55. For each statement below please indicate how much you agree or disagree that the statement describes you and your household. *Top 2 box includes the following ratings: Agree Completely and Agree Strongly The Shopper Shopper Lifestyle Attitudes: Grocery Shopping © 2005 – 2008 TNS Shopper360.™

6 Commissary Patrons are more likely to eat home-cooked meals and find cooking a great source of satisfaction 100 = Index Average Index of 120 or higher Index of 80 or lower Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers Military Patrons are less likely to make a lot of little trips to the store for items they run out of. On the other hand, SuperTarget and Publix shoppers make more little trips to the store. Q55. For each statement below please indicate how much you agree or disagree that the statement describes you and your household. *Top 2 box includes the following ratings: Agree Completely and Agree Strongly The Shopper Shopper Lifestyle Attitudes: Household Dynamics © 2005 – 2008 TNS Shopper360.™

7 When Commissary Patrons and SuperTarget Guests shop, they redeem a lot of coupons 100 = Index Average Index of 120 or higher Index of 80 or lower Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers Commissary Patrons and Costco are less likely to need to limit their spending. SuperTarget Guests are willing to pay more for healthier, organic foods and premium/luxury brands. Commissary Patrons and Costco are less likely to need to limit their spending. SuperTarget Guests are willing to pay more for healthier, organic foods and premium/luxury brands. Q55. For each statement below please indicate how much you agree or disagree that the statement describes you and your household. *Top 2 box includes the following ratings: Agree Completely and Agree Strongly The Shopper Shopper Lifestyle Attitudes: Economics © 2005 – 2008 TNS Shopper360.™

8 Health & Wellness – Keeping fit is very important to the Commissary Patron 100 = Index Average Index of 120 or higher Index of 80 or lower Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers Keeping fit is more important to Commissary Patrons and SuperTarget Guests than other people and they are less likely to weigh more than they should Q55. For each statement below please indicate how much you agree or disagree that the statement describes you and your household. *Top 2 box includes the following ratings: Agree Completely and Agree Strongly The Shopper Shopper Lifestyle Attitudes: Health and Wellness © 2005 – 2008 TNS Shopper360.™

9 Patrons get bored buying the same brands, so when they see new products on shelf, they often buy it to see what it’s like Based on Q55, which probes shopper attributes such as lifestyle, economics, health & wellness, etc. 100 = Index Average Index of 120 or higher Index of 80 or lower Note: For base sizes, please refer to Shopper Base Size in Appendix People often ask Patrons, SuperTarget Guests, Costco and Publix shoppers about which products to buy. SuperTarget Guests like to shop at stores that offer a variety of new and name brand products. WMSC shoppers shop at stores known for their everyday low pricing – like Wal*Mart. People often ask Patrons, SuperTarget Guests, Costco and Publix shoppers about which products to buy. SuperTarget Guests like to shop at stores that offer a variety of new and name brand products. WMSC shoppers shop at stores known for their everyday low pricing – like Wal*Mart. Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers The Shopper Shopper Lifestyle Attitudes: Opinion Leaders/ Informational Seeking/Store Preferences © 2005 – 2008 TNS Shopper360.™

10 SuperTarget Guests and Costco Members are willing to pay more for eco-friendly products and packaging than Commissary Patrons or Wal*Mart customers Q55. For each statement below please indicate how much you agree or disagree that the statement describes you and your household. *Top 2 box includes the following ratings: Agree Completely and Agree Strongly Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers Shopper Lifestyle Attitudes: Price, Brand, and Eco Consciousness In comparison to the Total U.S., Patrons are more likely to know the brands they are going to purchase before shopping, but are noticeably less likely to always try to buy products on sale. 100 = Index Average Index of 120 or higher Index of 80 or lower The Shopper © 2005 – 2008 TNS Shopper360.™

11 Patrons are similar to Total U.S. in expressing that they spend more time away from home than at home and they are all rarely home at once. Q55. For each statement below please indicate how much you agree or disagree that the statement describes you and your household. *Top 2 box includes the following ratings: Agree Completely and Agree Strongly The Shopper Total US Shoppers - % Agree Completely/Strongly - Indexed to Total US Shoppers Shopper Lifestyle Attitudes: Time Pressures/Convenience Needs Patrons are less likely to state that they never have enough time, that they choose whichever store is fastest and easiest, that convenience is most important in food, or that they don’t have time to make major stock-up trips. 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

12 Shopper Segmentation Reaching beyond simple demographics, Shopper360™ identified seven distinctive shoppers whose focuses and styles differ uniquely based on select behavioral and attitudinal measures. METHODICAL SHOPPER Always make a shopping list before going shopping Buy more fresh than packaged foods Less likely to seek convenience in the foods they eat Eat a lot of home-cooked meals Pay close attention to nutritional info on products Manage their health by diet Less likely to buy treats or rewards for their families Less likely to make a lot of little trips to the store ON THE CLOCK Buy everything they need at one time Time pressed Do not take advantage of promotional offers Feel that shopping is an unpleasant activity BRAND BLIND Not brand conscious/loyal—do not have a brand in mind to purchase before going shopping Buys store brand and HBA products Less likely to make a shopping list Less attention to nutritional information METHODICAL SHOPPER Always make a shopping list before going shopping Buy more fresh than packaged foods Less likely to seek convenience in the foods they eat Eat a lot of home-cooked meals Pay close attention to nutritional info on products Manage their health by diet Less likely to buy treats or rewards for their families Less likely to make a lot of little trips to the store ON THE CLOCK Buy everything they need at one time Time pressed Do not take advantage of promotional offers Feel that shopping is an unpleasant activity BRAND BLIND Not brand conscious/loyal—do not have a brand in mind to purchase before going shopping Buys store brand and HBA products Less likely to make a shopping list Less attention to nutritional information DEAL SEEKER Shop several stores to find best deals Tries to always buy products on sale Use store circulars and ads for sale items Less likely to pay more for a premium or a Eco-Environmentally friendly products GOING GREEN SHOPPER Pay more for Environmentally friendly products Seek out Environmentally friendly packaging Seek out stores with Environmental policies Pay more for premium/luxury brands Feel name brands offer best value for the money Very knowledgeable about nutrition Seeks stores that provide nutritional information Checks to see where a product is made DEAL SEEKER Shop several stores to find best deals Tries to always buy products on sale Use store circulars and ads for sale items Less likely to pay more for a premium or a Eco-Environmentally friendly products GOING GREEN SHOPPER Pay more for Environmentally friendly products Seek out Environmentally friendly packaging Seek out stores with Environmental policies Pay more for premium/luxury brands Feel name brands offer best value for the money Very knowledgeable about nutrition Seeks stores that provide nutritional information Checks to see where a product is made SHOPPING MAVEN Likes to shop for groceries and HBA Takes more time and browse when shopping Are opinion leaders about shopping Redeem coupons and seek promotional offers Shop at stores that offer a wide variety of items RELUCTANT SHOPPER Other members of household often do the shopping Feel that shopping is unpleasant Don’t have time for major stock-up trips Shop at whichever store is the most convenient—get in and out Convenience is most important with respect to the foods they eat Feel stores are too big and too many choices SHOPPING MAVEN Likes to shop for groceries and HBA Takes more time and browse when shopping Are opinion leaders about shopping Redeem coupons and seek promotional offers Shop at stores that offer a wide variety of items RELUCTANT SHOPPER Other members of household often do the shopping Feel that shopping is unpleasant Don’t have time for major stock-up trips Shop at whichever store is the most convenient—get in and out Convenience is most important with respect to the foods they eat Feel stores are too big and too many choices Shoppers with a Mission Shoppers with Attitude Shoppers with a Focus The Shopper © 2005 – 2008 TNS Shopper360.™

13 Patrons are browsing and taking their time when shopping Based on Q55, which probes shopper attributes such as lifestyle, economics, health & wellness, etc. Note: For base sizes, please refer to Shopper Base Size in Appendix Total US Shoppers Commissary Patrons skew toward the Shopping Maven segment in comparison to Total US shoppers. Costco and Commissary Patrons don’t seem as pressed for time when considering shopping. The Going Green Shoppers are strong and in-line with most of the competitors. Commissary Patrons skew toward the Shopping Maven segment in comparison to Total US shoppers. Costco and Commissary Patrons don’t seem as pressed for time when considering shopping. The Going Green Shoppers are strong and in-line with most of the competitors. The Shopper 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

14 The Shopping Trip

15 Q25a. Which of the following did you do before going to this store or what did you bring along with you to this store? List making, checking the pantry or refrigerator, and asking what other HH members want from the Commissary are the most widespread pre- trip activities. Usage of manufacturers coupons is very high vs. Total U.S. Kroger, Safeway and Publix shoppers look at sale items in their store ads. List making, checking the pantry or refrigerator, and asking what other HH members want from the Commissary are the most widespread pre- trip activities. Usage of manufacturers coupons is very high vs. Total U.S. Kroger, Safeway and Publix shoppers look at sale items in their store ads. Pre-shopping preparation is done before going to the Commissary The Shopping Trip 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

16 Q26. Who was with you on this trip to (RETAILER)? Majority of shopping is done alone (58.3%), but a large percentage of Patrons shop Commissaries with their spouse and/or kids (50%). A large percentage of the Commissary shopping trip is done with a companion - Spouse/Other Adult and/or with Kids The Shopping Trip 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

17 Q29. Why did you choose to go to RETAILER on this occasion? Shopping at the Commissary is part of their regular routine. They feel comfortable and trust shopping at the Commissary. The Commissary consistently meets their expectations, as they carry the products Patrons want to buy. WMSC and the Commissary index very low on running a sale on products shoppers were interested in purchasing. WMSC shoppers feel WM has the right variety of items and offers the best everyday prices. On the other hand, WMSC’s is not a store shoppers trust and it does not consistently meet their expectations. Shopping at the Commissary is part of their regular routine. They feel comfortable and trust shopping at the Commissary. The Commissary consistently meets their expectations, as they carry the products Patrons want to buy. WMSC and the Commissary index very low on running a sale on products shoppers were interested in purchasing. WMSC shoppers feel WM has the right variety of items and offers the best everyday prices. On the other hand, WMSC’s is not a store shoppers trust and it does not consistently meet their expectations. Commissary Patrons choose to shop the Commissary for everyday low prices The Shopping Trip 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

18 Commissary Trips tend to be earlier in the day and on weekends Visits to the Commissary occur throughout the week but are most frequent on Fridays and Saturdays. The hours between 9 a.m. and noon are popular shopping times, followed by Noon to 3:00 p.m. Patrons are much less likely to shop the evening hours between the hours of 5:00 p.m. to 8:00 p.m. Visits to the Commissary occur throughout the week but are most frequent on Fridays and Saturdays. The hours between 9 a.m. and noon are popular shopping times, followed by Noon to 3:00 p.m. Patrons are much less likely to shop the evening hours between the hours of 5:00 p.m. to 8:00 p.m. Q24: What time of day was it? Q23: What was the date of this visit? Day of Trip Time of Trip The Shopping Trip © 2005 – 2008 TNS Shopper360.™

19 Compared to the Total U.S., Patrons spend much more time traveling to the Commissary, and much more time in the Commissary Q24d: Who long was your travel time to this store? Q24e: How long were you in the store during this trip? Nearly 75% of trips had travel times of 30 minutes or less and almost ¾ of the trips lasted 30 minutes or more. Total U.S., 86% of trips had travel times of 30 minutes and only 41% of trips lasted 30 minutes or more Nearly 75% of trips had travel times of 30 minutes or less and almost ¾ of the trips lasted 30 minutes or more. Total U.S., 86% of trips had travel times of 30 minutes and only 41% of trips lasted 30 minutes or more Travel Time to Store Time in Store The Shopping Trip © 2005 – 2008 TNS Shopper360.™

20 Q38. How would you rate your shopping experience on this occasion at RETAILER based on the following? Satisfaction is strong with Commissary Patrons –Publix is the only competitor with stronger overall satisfaction Military Commissary Patrons demonstrate significantly higher satisfaction with their most recent grocery trip, compared to the Total U.S., especially on value for the money. Of the competitive set, only Publix customers demonstrate comparable or better satisfaction with their most recent trip, however, this does not extend to value for the money at Publix WMSC customers feel the stores are not clean, the shopping experience was not enjoyable and the overall service was not satisfactory. Military Commissary Patrons demonstrate significantly higher satisfaction with their most recent grocery trip, compared to the Total U.S., especially on value for the money. Of the competitive set, only Publix customers demonstrate comparable or better satisfaction with their most recent trip, however, this does not extend to value for the money at Publix WMSC customers feel the stores are not clean, the shopping experience was not enjoyable and the overall service was not satisfactory. The Shopping Trip 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

21 Household Stock Up and Everyday Savings are strengths for Commissaries while all other trip types are weaker Compared to the Total U.S., trips to the Military Commissary are much more likely to be household stock-up or everyday savings, and much less likely for any of the other need states Total US Trips The Shopping Trip 13% 10% 34% 5% 26% 2% 5% 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

22 © 2006 – 2008 TNS Shopper360.™ All rights reserved. Confidential Household Stock-Up trips are the biggest money-makers Average Spend- Indexed to Total US Trips Average Spend - Total US Trips The Shopping Trip Patrons of the Commissary spend more per household stock-up trip, on average, than the Total U.S., and more than customers at other competitive retailers for household stock-up. Trips to the Commissary result in a higher spend than the Total U.S. for every need state. This is the case for trips to Costco, as well. Patrons of the Commissary spend more per household stock-up trip, on average, than the Total U.S., and more than customers at other competitive retailers for household stock-up. Trips to the Commissary result in a higher spend than the Total U.S. for every need state. This is the case for trips to Costco, as well. $179 $119 $106 $79 $139 $67 $64 $66 $177 $135 $133 $116 $141 $94 $89 $ = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

23 Commissary draws Patrons in with Fresh Produce, Dairy Products, Fresh & Packaged Meats, Canned Goods and Cereal -- noticeably more so than WMSC and SuperTarget The Shopping Trip 28% 25% 22% 17% 13% 12% 11% 10% 9% 7% 6% 5% 4% Fresh Produce Dairy Products Fresh Meat Beverages Frozen Foods Snacks Home Care Personal Care Cereal,Breakfast Foods In-Store Deli Packaged Bread/Bagels/Rolls Pet Food and Pet Care Health Care In-Store Bakery Canned Goods Beauty Care Pharmacy Candy,Gum and Mints Refrigerated Packaged Meats Baby Food and Baby Care Top 20 Department Draws Beauty and personal care are much less of a draw for Military Commissary Patrons, that is Wal*Mart and SuperTarget’s territory! 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

24 Military Patrons purchase more in almost every department, compared to competitors The Shopping Trip Top 20 Department Purchases Patrons of the Commissary buy refg packaged meat and canned goods the most often, followed by soup and cereal/breakfast food The departmental items purchased most in the Total U.S. are dairy, fresh produce, beverages, and snacks. Commissary Patrons make more purchases in every department, compared to the Total U.S. Patrons of the Commissary buy refg packaged meat and canned goods the most often, followed by soup and cereal/breakfast food The departmental items purchased most in the Total U.S. are dairy, fresh produce, beverages, and snacks. Commissary Patrons make more purchases in every department, compared to the Total U.S. *Respondents could select all that apply 100 = Index Average Index of 120 or higher Index of 80 or lower © 2005 – 2008 TNS Shopper360.™

25 The Store Experience

26 Customer Commitment: Military Commissary The Military Commissary has the most strongly committed customers of the competitive set - with almost 2/3s of Patrons defined as ‘core committed’ - and also the fewest convertible customers. Beside Publix, other grocery retailers have fewer than half who are ‘core committed’, and Safeway, Costco, and Super Target have more customers that are convertible than are committed. The Military Commissary has the most strongly committed customers of the competitive set - with almost 2/3s of Patrons defined as ‘core committed’ - and also the fewest convertible customers. Beside Publix, other grocery retailers have fewer than half who are ‘core committed’, and Safeway, Costco, and Super Target have more customers that are convertible than are committed. The Store Experience © 2005 – 2008 TNS Shopper360.™

27 Observations/Findings Observations/Findings

28 Observations/Findings – “Things Commissaries Do Well” 1.Patrons like to shop at the Commissary: Patrons browse and take their time when shopping – not as pressed for time when shopping Commissary offers a wide variety of items and everyday low prices Commissary consistently meets Patron’s expectations Commissary receives high overall satisfaction with Patrons 2.Household Stock-Up and Everyday Savings Trips are strengths: Patrons of the Commissary spend more per household stock up trip ($179) than the Total US ($111), WMSC ($120) and Costco ($177) For the Everyday Savings Shopping Trip, Patrons spend an average of $119 vs $75 for Total US 3.Perimeter and Center of Store departments draw Patrons in to Commissaries: Produce, Dairy, Fresh Meat and Packaged Meats are strong draws Frozen Foods, Cereral/Breakfast Foods and Canned Goods bring Patrons to Center of Store Commissaries have a high conversion index on Perimeter and Center of Store 4.The Commissary has the most committed shoppers: Commissary Patrons have very strong loyalty to the Commissary with few convertible shoppers Almost 2/3’s of Patrons are “core committed” (62%) Observations/Findings


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