1. Cross-Promotion Insights Playbook Find opportunities to promote with other brands and create your sales deck

2. How to use the playbook 1 Get Started 2 Select your options 3 Find insights Also, Learn about the methodology

3. Getting Started

4. Choose your analysis Searching for opportunities? Start here Found some interesting connections and looking to develop your sales deck?

5. Selecting options The following explain the different selections you have available. These are similar across all parts of this playbook

6. Selectable Options First, Define your shopper group Define a shopper group on the fly For example, to define the following shopper group Hispanic Walmart Shoppers that buy Gain Laundry Detergent, select: - Demographics “Hispanic” - Product or Category “Gain” - Retailers or Channels “Walmart” Select to pick from a familiar list of pre-created shopper groups Select from multiple demographics, you can select more than one Limit the shopper group to those using SNAP/WIC funds, for example Further customize by only looking those that made 6+ trips to Walmart OR spent in the top 30% Leave this blank to select TOTAL US SHOPPERS Leave this blank to select TOTAL US SHOPPERS

7. Selectable Options 2 nd, Choose your time frame Select from a list of standard time periods OR choose the option to define your own Note: Past 1 Month and Past 1 Week should be used carefully due to the time it take for panelists to upload their receipts – this data is incomplete

8. Selectable Options 3 rd, Select products you want to limit the analysis to These are typically your brands or categories All of the $ product opportunities identified will be for the products selected in this selection screen Select 1 or more products from the InfoScout product hierarchy Select 1 or more components from your own customer hierarchy Show all of the products within each of these levels (no selection needed) Warning: these options will increase the report run time! This selection will be repeated for the “second type of product”. These are the products that you want to see the relationship to the ones you pick above. This selection will be repeated for the “second type of product”. These are the products that you want to see the relationship to the ones you pick above.

9. Selectable Options 4 th, Select the comparison products This selection will be repeated for the “second type of product”. These are the products that you want to see the relationship to the ones you pick in the previous screen. This selection will be repeated for the “second type of product”. These are the products that you want to see the relationship to the ones you pick in the previous screen.

10. Selectable Options 5 th, Retailer/Channel limitations Select an option ONLY if you want to limit the analysis within the walls of a retailer, banner, or a particular retail channel Appropriate uses (examples): - Basket affinities for Walmart shoppers within Walmart

11. Selectable Options 6 th, Limit the analysis to specific types of trips You can limit the trips to a specific type if you are trying to understand, say, the basket affinity only for large baskets or when shoppers are redeeming SNAP/WIC funds. Limit to only baskets that contain a certain number of items Limit to trips where the shopper indicated that certain people within the family were on the shopping trip Limit to only shopping trips where the shopper rated the trip low/med/high Limit to trips where a specific payment method was used

12. You’re Ready! Run the Playbook! This report is what we call a coffee report. Go pick up a cup of coffee What is it doing? - Finding all baskets (out of 50 Million) that contain the products you indicated - Looking at all the other items in those baskets and calculating a statistical probability of this combination happening - Looking at the $ lifts to the products and the total basket to understand what’s the projected size of prize for doing this cross-promotion

13. Finding Insights

14. Exploring Cross- Promotion Opportunities Understand more than just affinity. Understand how much incremental $’s a combination of products actually delivers to the brand and retailer Selected Options: Time frame: Past 12 Months, Product A: Parent Brands {Bud Light, Shocktop, Stella Artois, Yuengling, Rolling Rock}, Product B: Show all Categories, Panelist: 10 of 12 months panelists, Shopper Group: Left Blank (All Shoppers) Total incremental lift for Product A when Product B is also bought (typically due to a larger size or more premium option being purchased) Total incremental lift for the retailer (total basket $ ring) when these two Items are being purchased vs the average basket size for Product A The Index of how often this combination happens versus just by chance “Bud Light and Potato Chips are 2.5 times more likely to be bought together” Select to view different measures across probabilities, basket sizes when one or both of the products is in the basket, and more.

15. Understand the overlap between buyers Pick only one item for each of the products Number of households that buy only Bud light and not Budweiser Number of households that buy both within the time period Number of households that buy only Budweiser and not Bud Light

16. Identify HH Penetration Opportunities Use this tool to understand key demographics where the brand is under/over developed in order to target the cross-promotion opportunity Pick a demographic Shock top is overdeveloped with Asians while African Americans are under- Developed. Leverage Shocktop and Bud Light strategically to grow Penetration with the right demographic groups

17. Find which retailers are driving the combination Look for top retailers for each of the selected products in addition to the cross-buying Look for key retail partners that are over developed with one product versus the other Retailers that drive sales of Bud Light Retailers that drive sales of ShockTop Retailers where most of the cross-buying between Bud Light and Shocktop is occurring within the timeframe selected

18. Understand trends over time Look for key tactical opportunities to merchandise cross-promotions when products are already sold Select the analysis: HH Penetration, Percent of Dollars, or Percent of Trips Look at the trend over months, days of the week, or time of day to see if there are any clear merch timings