KRS Survey: Consumer Insights 2016

K I N G SURVEY

R E TA I L

S O L U T I O N S

Consumer Insights

Online, In-Store, and Everything In-Between

03

The Evolution of When, Where, and How U.S. Consumers Shop

v

Now in its 3rd year, this annual Consumer Insights Survey report by retail design firm King Retail Solutions (“KRS�) focuses not only on category blurring across retail channels (ex. purchasing groceries from a pharmacy, shoes from a grocery store, or a hot prepared meal from a big box retailer) but also on the ways in which all U.S. consumer purchases are being made.

Online, in-store, via subscription service, and everything in-between, the 2016 survey digs into the shopping habits and attitudes of consumers as a whole, then dives into demographic preferences including variations by gender, generation, income, locale, and more. And with three years of data to review, relevant YOY analyses are provided, illustrating ongoing shifts in consumer preferences when it comes to making day-to-day purchases. A new category has also been added this year: Purchasing Items for Special Occasions.

U.S. CONSUMER SURVEY: WINTER 2016 Survey conducted by King Retail Solutions in collaboration with A.R.E. | POPAI. Multi-generational, U.S. respondents included ~400 Millennials, ~400 Gen X, and ~400 Baby Boomers. Equal parts male/female. (www.kingrs.com)

IN COLLABORATION WITH A.R.E. | POPAI

BUY ONLINE, PICK UP IN-STORE. PG 3

RETAIL SUBSCRIPTION SERVICES. PG 6

IN-STORE EXPERIENCE. PG 8

GROCERIES. PG 11

FRESH PREPARED MEALS. PG 15

SERVICES. PG 19

APPAREL. PG 22

ITEMS FOR SPECIAL OCCASIONS. PG 25

OVER-ARCHING RETAILER REPORT This at-a-glance overview ranks the top retail brands (as noted by U.S. shoppers) in each of this year’s survey categories against all categories covered, giving an overview of each brand’s omnipresence (or lack of presence) across this broad range of retail reference points.

RANK IN BLURRING CATEGORY FOR:

FOR MORE ON THIS CATEGORY SEE PAGE:

SUBSCRIPTION PURCHASES

IN-STORE GROCERY EXPERIENCE

FRESH PREPARED MEALS

SERVICES

APPAREL

SPECIAL OCCASION

6

8

15

19

22

25

11

BUY ONLINE, PICK UP IN-STORE More and more, U.S. shoppers report making some of their retail purchases online for in-store pickup. Not only does the option appeal to a greater percentage of consumers in 2016 (83%) than it did just one year ago (78%), but the number of adoptees has also increased notably in that time.

And, while the option seems to appeal equally to both men and women, more men report having taken the leap by making this type of purchase in the past 12 months (58% of men vs 50% of women).

By generation, Millennials are most likely to have made this type of purchase in the past 12 months (63%), followed by Generation X (57%) and Baby Boomers (41%). While Millennial and Gen X interest in buying online for in-store pickup has grown along with adoption, Boomers’ interest has declined, as has Boomer adoption.

This decrease in Baby Boomer adoption and interest may imply that buying online for in-store pickup, once tried, simply does not satisfy the Baby Boomer generation as it seems to do their younger shopping counterparts.

When we drilled a little deeper into the demographics on this question, we found that income appears to correlate positively with shopper interest and adoption. The more you make, it seems, the more likely you are to buy online and pick up in-store.

Regardless of demographic, Electronics (78%), Apparel (60%), and Housewares (60%) top the list of items U.S. shoppers would be most likely to purchase online for in-store pickup.

What do you make of this? Women with kids (aged 17 or younger) living at home are LESS LIKELY than women without kids at home to make this type of purchase. Men with kids at home, however, are MORE LIKELY than men without kids to buy online for in-store pickup.

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HOW DO YOU FEEL ABOUT SHOPPING ONLINE AND PICKING UP YOUR PURCHASE IN A STORE (RATHER THAN HAVING IT DELIVERED)?

WHAT SHOPPERS SAY TODAY

WHAT SHOPPERS SAID 1 YEAR AGO

This option appeals to me and I have made this type of purchase in the last 12 months.

This option appeals to me but I have not made this type of purchase in the last 12 months.

54%

ALL

29%

17%

40% 58%

17%

25%

45%

32%

50%

23%

34%

16%

36%

42% 63%

MILLENNIAL

11% 40%

57%

GEN X

15%

42%

BOOMER

38%

12% 18%

34%

45%

35%

20%

35%

41% 43%

24%

33%

36%

24% 28%

36% 51%

18% 21%

31%

42%

37% 64%

URBAN

24% 19%

21%

48%

SUBURBAN

20%

35% 36% 67%

W/ KIDS*

26%

28%

41% 45%

RURAL

22%

26%

34%

W/O KIDS**

22%

38%

MEN WOMEN

This option does not appeal to me.

12%

24%

37%

21%

42%

FURTHER BREAKDOWN

This option appeals to me and I have made this type of purchase in the last 12 months.

This option appeals to me but I have not made this type of purchase in the last 12 months.

This option does not appeal to me.

77%

75%

71% 59% 52%

61%

58%

56%

42% 41%

43%

64%

48%

46% 38%

35%

31%

33%

38%

37%

35%

30% 25%

24% 17%

37% 32%

19%

25%

23%

14%

13%

13%

19% 9%

25%

22%

17% 12%

14%

17% 5%

MILLENNIAL MEN MILLENNIAL WOMEN GEN X MEN GEN X WOMEN BOOMER MEN BOOMER WOMEN MEN W/ KIDS* WOMEN W/ KIDS* MEN W/O KIDS** WOMEN W/O KIDS** INCOME UNDER $25K INCOME $25-$50K INCOME $50-$100K INCOME $100-$150K INCOME OVER $150K

MILLENNIAL MEN MILLENNIAL WOMEN GEN X MEN GEN X WOMEN BOOMER MEN BOOMER WOMEN MEN W/ KIDS* WOMEN W/ KIDS* MEN W/O KIDS** WOMEN W/O KIDS** INCOME UNDER $25K INCOME $25-$50K INCOME $50-$100K INCOME $100-$150K INCOME OVER $150K

MILLENNIAL MEN MILLENNIAL WOMEN GEN X MEN GEN X WOMEN BOOMER MEN BOOMER WOMEN MEN W/ KIDS* WOMEN W/ KIDS* MEN W/O KIDS** WOMEN W/O KIDS** INCOME UNDER $25K INCOME $25-$50K INCOME $50-$100K INCOME $100-$150K INCOME OVER $150K

8%

17%

22%

New demographic slices looked at this year

WHAT TYPE OF ITEMS WOULD YOU PURCHASE ONLINE AND PICK UP IN-STORE?

GROCERIES

FRESH PREPARED MEALS

APPAREL

ELECTRONICS

HOUSEWARES

HEALTH/BEAUTY PRODUCTS

ALL

34%

28%

60%

78%

60%

44%

MEN

40%

31%

61%

81%

55%

42%

WOMEN

29%

25%

59%

74%

62%

46%

MILLENNIAL

47%

34%

69%

83%

62%

49%

GEN X

33%

30%

57%

77%

57%

46%

BOOMER

21%

17%

54%

71%

57%

35%

W/ KIDS*

42%

38%

68%

82%

62%

50%

W/O KIDS**

28%

20%

54%

74%

57%

40%

RURAL

29%

22%

54%

76%

59%

36%

SUBURBAN

31%

23%

56%

77%

59%

42%

URBAN

42%

36%

68%

79%

58%

50%

UNDER $25K

29%

23%

51%

79%

55%

33%

$25-$50K

27%

13%

62%

76%

54%

41%

$50-$100K

39%

35%

61%

76%

60%

48%

$100-$150K

40%

35%

63%

85%

63%

48%

OVER $150K

45%

42%

68%

74%

68%

51%

KEY APPLIES TO BOTH PAGES

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time

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RETAIL SUBSCRIPTION SERVICES In the past year, the number of U.S. shoppers participating in a retail subscription service such as Amazon “Subscribe & Save” (#1) or the Dollar Shave Club (#2) - has increased (from 22% in 2015 to 28% today). In large part, this increase might be attributed to a single retailer. Amazon increased in reported participation by almost 10% YOY (from 63% in 2015 to 72% today).

Every other demographic reviewed increased their YOY participation, with Millennials more than doubling participation (from 23% in 2015 to 48% today). Men, people with kids at home, and urban dwellers also reported marked increases in retail subscription service participation this year. While women’s participation remained nearly constant (from 24% in 2015 to 25% today).

While participation among some demographics has essentially skyrocketed, other demographics we looked at have actually decreased their participation in this type of purchasing agreement.

This year there were also new entrants into the list of the top subscription retailers that shoppers are utilizing. Target’s subscription offering didn’t rank in 2015, today Target ranks as the 4th most subscribed to retail subscription service. Other retailers new to the list this year: Julep (#7) beauty products, Graze (tied for #8) customized, healthy snack boxes, and Loot Crate (tied for #8) special interest mystery boxes for self-described “nerds” and gamers.

Baby Boomers, people without children under the age of 17 living at home, and rural residents all decreased YOY participation in retail subscription services.

Subscriptions range from humdrum monthly deliveries of baby wipes at a subscription discount to customized wardrobe additions from Stitch Fix (#13) to… you name it. There are subscription services out there for every lifestyle and interest.

IN THE PAST 12 MONTHS, HAVE YOU PARTICIPATED IN ANY ONGOING "SUBSCRIPTION" RETAIL PURCHASING AGREEMENTS? Examples of this might be Amazon "Subscribe & Save", the Dollar Shave Club, or monthly goodie boxes such as Birchbox or Stitch Fix. WHAT SHOPPERS SAID 1 YEAR AGO

WHAT SHOPPERS SAY TODAY

50%

48% 44% 40%

39%

32%

30%

28%

28% 24%

22% 20%

25%

23%

22%

19%

23%

24%

22%

20%

18%

18%

26% 20%

16%

10%

10%

ALL

MEN

WOMEN

MILLENNIAL

GEN X

BOOMER

PEOPLE W/ KIDS*

PEOPLE W/O KIDS**

RURAL

SUBURBAN

URBAN

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time

SPECIFICALLY The graph at right ranks the most subscribed to retailers as cited by the U.S. shoppers who had participated in any ongoing subscription retail purchasing agreements in the 12 months prior to participating in the survey. For example, among those shoppers who had participated in a subscription arrangement, 72% had done so with Amazon, 13% with Dollar Shave Club, etc.

72% Dollar Shave Club

13% 8% 5% 5% < 5% < 5% < 5% < 5% < 5% < 5% < 5% < 5%

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IN-STORE EXPERIENCE From the factors that cause in-store delight to the ways in which U.S. shoppers prefer to get information while shopping (and how they feel about having their mobile device tracked in order to help personalize that information) finding the right balance can be a challenge for retailers.

Especially when what people say they want can feel somewhat contradictory to itself.

Baby Boomers care more about adequate lighting and an aesthetically pleasing environment than they do about helpful store associates, and at the same time are the group most likely to prefer getting in-store information face-to-face from a sales associate. Millennials care more about helpful store associates than any other demographic group, and at the same time are among the least likely to prefer getting in-store information face-to-face from a sales associate.

In fact, every demographic group listed “Using In-Store Signage” as their most preferred means of getting information when shopping in a brick and mortar store.

Of course, the branded retail experience extends beyond the store interior to live in the shoppers’ mobile device, their email in-box, online, etc.

When it came to shopper attitudes about in-store mobile tracking (a retailer’s ability to track personal in-store shopping habits using the shopper’s phone or mobile device) every demographic group had a YOY increase in the percentage of shoppers who were, “All for it.”

Generation to generation, it appears men are more comfortable with in-store mobile tracking than the women of their same generation.

WHAT’S A RETAILER TO DO? CREATING A WORKFORCE OF KNOWLEDGEABLE, FRIENDLY SALES ASSOCIATES SUPPORTED

BY CLEAR, USEFUL IN-STORE SIGNAGE IS ONE ANSWER.

WHAT CAUSED THE IN-STORE DELIGHT…

Consider occasions when you are impressed by an in-store shopping experience. Please rate how much the following factors influence your shopping experience:

ALL

MEN

WOMEN

MILLENNIAL

GEN X

BOOMER

VALUE FOR THE DOLLAR

#1

#1

#1

#1

#1

#1

EASE OF FINDING ITEMS

#2

#2

#2

#2

#3

#2

QUICK CHECKOUT

#3

#3

#3

#4

#2

#3

HELPFUL STORE ASSOCIATES

#4

#4

#4

#3

#4

#6

AESTHETICALLY PLEASING ENVIRO

#5

#5

#5

#5

#5

#5

ADEQUATE LIGHTING

#6

#6

#6

#6

#6

#4

DISPLAYS THAT SOLVE A PROBLEM

#7

#7

#7

#7

#7

#8

DISPLAYS, MERCH, ETC. “LOCAL” TOUCHES

#8

#9

#8

#8

#8

#9

SPECIAL EVENTS OR ACTIVITIES IN THE STORE

#9

#8

#9

#9

#9

#7

AND 2016’S MOST DELIGHTFUL RETAILERS ARE…

Shoppers were asked to think of the last time they were shopping in a retail space and felt delighted or otherwise impressed with the experience.

Though the order has changed, Walmart, Target, and Macy’s once again make up the top 3 spots!

&

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PAGE 9

GETTING INFORMATION

How would you prefer to be assisted with finding items, answering questions, etc. while shopping in a store? Please assume that you could get the answer you are looking for using each tool.

WITH A SALES ASSOCIATE

WITH A KIOSK

WITH AN APP

ALL

30%

13%

MEN

30%

16%

WOMEN

30%

12%

MILLENNIAL

28%

GEN X

30%

BOOMER

41%

PPL W/ KIDS*

28%

PPL W/O KIDS**

33%

USING IN-STORE SIGNAGE

18%

39%

18%

36%

16%

13%

42% 42%

17%

16%

34%

20% 10%

15%

38%

19% 11%

36%

13%

40%

16%

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time

IN-STORE MOBILE TRACKING

Please check the option below which best reflects how you feel about retailers' ability to track your personal in-store shopping habits using your phone.

I’M ALL FOR IT.

FINE IF I’VE GIVEN PERMISSION.

FINE BUT NO PUSHING NOTIFICATIONS.

I DON’T LIKE IT.

YOY 15%

13%

9%

21%

11%

17% 34%

11%

3%

19%

16%

5%

7%

8% 9%

23%

34%

2%

12%

15%

8%

18%

30%

4%

4%

4% 20%

52%

1%

31%

36%

7%

31%

10%

4%

41%

3%

8%

29%

50%

6%

11%

18%

29%

15%

24%

SUBURBAN

URBAN

12%

14%

11%

36%

3%

29%

20%

36%

17%

32%

11%

12%

21%

20%

15%

23%

35% 4%

21%

29%

42%

RURAL

25%

29% = 0%

21%

31%

ALL

17% 5%

2%

49% 38%

8%

MILLENNIAL MEN

12%

3%

MILLENNIAL WOMEN

GEN X MEN

GEN X WOMEN

BABY BOOMER MEN

BABY BOOMER WOMEN

CATEGORY BLURRING / WHERE U.S. SHOPPERS BUY THEIR...

GROCERIES This annual consumer insights report was initially built around KRSâ&#x20AC;&#x2122; interest in retail category blurring. We wanted to know, for example: What factors motivate U.S. shoppers to make day-to-day purchases from retailers not traditionally associated with certain purchase categories? What values are placed around where a shopper chooses to purchase groceries versus where they purchase apparel? Why are shoppers far more likely to purchase a fresh prepared meal from a convenience store than from a pharmacy? Is there

opportunity to shift these trends and attitudes by making adjustments at the store level?

The insights provided bring value in the store planning and design process for clients ranging from grocery stores to big box retailers.

The data can also help retailers themselves to determine if an expansion beyond their core retail categories might work well for them, their brand, and their shoppers.

IN THE PRECEDING 12 MONTHS:

Bought GROCERIES from a non-grocer Bought fresh meals from a non-restaurant NEW! Bought restaurant brandâ&#x20AC;&#x2122;s products from another location Bought apparel from a non-clothier Bought a service from a non-service provider NEW! Bought special occasion purchases from a shop other than a florist, card shop, or party supply store

65% 64% 45% 49% 40% 50%

IN THE COMING12 MONTHS:

Would buy GROCERIES from non-grocer Would buy fresh meals from non-restaurant Would buy apparel from non-clothier Would buy service from non-service provider Would buy special occasion from non-florist, card shop, party supply store

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91% 90% 90% 81% 93%

IN THE PAST 12 MONTHS...

In the past 12 months, have you made any grocery purchases from a store other than a standard grocery store?

65%

59%

OVERALL

<$25K

77%

59%

69%

$25-$50K

$50-$100K

64%

76%

66%

>$150K

MEN

WOMEN

W/KIDS*

75% $100-$150K

57% W/O KIDS**

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time WHICH GROCERIES ARE THEY BUYING AT NON-GROCERY STORES?

BREAD/BAKERY ITEMS

70%

DAIRY

60%

MEAT

65%

50%

FRESH FRUIT/VEG CANNED/BOXED FOODS FROZEN FOODS

69%

40%

59%

59% 52%

54% 49%

50% 49%

50% 42%

42% 38%

39%

41%

30%

25% 20%

22%

10%

2014

Those with higher incomes seem to purchase more Dairy, Meat, Fresh Fruit/Veggies, and Frozen Foods from non-traditional grocery stores.

2015

2016

<$25K

$25-$50K

$50-$100K

$100-$150K

>$150K

BREAD/BAKERY ITEMS

50%

61%

61%

61%

54%

DAIRY

49%

52%

50%

56%

54%

MEAT

34%

32%

40%

53%

45%

FRESH FRUIT/VEG

38%

42%

54%

57%

54%

CANNED/BOX FOODS

70%

63%

66%

69%

63%

FROZEN FOODS

47%

47%

49%

56%

57%

BEYOND GROCERY STORES, WHERE ARE U.S. SHOPPERS BUYING THEIR GROCERIES?

While the likelihood of buying some groceries at a big

BIG BOX

box store, convenience store, or pharmacy has decreased

PHARMACY C-STORE

over the past two years, dollars stores, department

DOLLAR STORE

stores, and discount retailers (such as T.J.Maxx) have

FARMERS MARKET/LOCAL STAND

continued to climb the chart.

BAKERY/DELI/RESTAURANT DISCOUNT STORE

FOCUS ON CONVENIENCE: For the second consecutive year, rural, female Millennials (YOUNG COUNTRY GALS) are the demographic most likely to purchase some groceries at a convenience

store. However, at an overall 33% (male) and 32% (female), both genders are equally likely to purchase some groceries from a convenience store.

DEPARTMENT STORE NEW! ONLINE RETAILER NEW! WAREHOUSE CLUB

70% 66%

60%

59% 56%

50% 40% 30%

43% 40%

42%

39% 36%

30%

32% 30%

32%

22%

* *

15%

*

26% 21%

20% 10%

11% 7% 5%

2014

14%

9% 6%

2015

2016

* CATEGORY ONLY RECORDED YEARS SHOWN

LAST YEAR, SEVERAL PEOPLE WROTE-IN ONLINE RETAILERS AND WAREHOUSE CLUBS. THIS YEAR, THOSE OPTIONS WERE ADDED TO THE SURVEY. When you look at the Top 20 favorite places to buy groceries (that aren’t grocery stores) ranking on the following page, you may notice a big retail name has made the list in 2016. Amazon enters the Top 20 at #11, marking the first online retailer to rank. Today, we can concretely say that Amazon is a “major player” on the grocery category blurring scene.

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PAGE 13

CHOOSING WHERE TO BUY GROCERIES

3RD YEAR AT #1

(INCLUDING GROCERY STORES) IN ORDER

3RD YEAR AT #2

OF IMPORTANCE.

RANKING

>

RANKING RANKING RANKING

>

on this list. Last year, while still ranking third, that

RANKING

>

In 2014, Quality ranked a solid third in importance

RANKING

>

FARMERS MARKET / STAND

*IN ORDER OF IMPORTANCE

RANKING

>

RANKING

>

RANKING

>

RANKING RANKING

>

RANKING

>

RANKING RANKING

>

RANKING

>

since we have been doing this study, Quality ranks

>

NOT REPORTED IN 2015

gap narrowed significantly. Now, for the first time

>

1. COST 2. QUALITY 3. SELECTION 4. CONVENIENCE 5. NEW! SHOPPING ENVIRONMENT/EXPERIENCE 6. ACCESS TO NON-GROCERY ITEMS

>

THEIR DECISION MAKING FACTORS IN

FAVORITE PLACES TO BUY GROCERIES (THAT AREN’T GROCERY STORES)

>

SHOPPERS WERE ASKED TO RANK

as the second most important factor consumers look for when determining where to purchase grocery items. Selection has also climbed up the list, leaving convenience ranked fourth in importance.

This shift in consumer values may explain the simultaneous shift consumers are making to take their grocery purchases back to traditional grocery stores (see chart, page 12).

BAKER, BUTCHER, DAIRY, DELI

NEW TO LIST! RANKING

>

&

GENERATIONAL PREFERENCES • 99 Cents Only bumped out TJ Maxx & Home Goods to make Top 20 for Gen X • 99 Cents Only & Circle K bumped out Starbucks and Kohl’s to make Top 20 for Baby Boomers • Meijer bumped out TJ Maxx & Home Goods to make Top 20 for Men • Target is #1 for Women and overall. But Walmart is #1 for Men.

CATEGORY BLURRING / WHERE U.S. SHOPPERS BUY THEIR...

FRESH PREPARED MEALS In the preceding 12 months, 64% of shoppers reported purchasing fresh prepared meals from a non-restaurant, an increase over both 2014 and 2015.

Once again, grocery stores ranked as the most popular type of non-restaurant retailer, followed by big box and convenience stores.

While demographic breakdowns are always interesting, we found the information charted at

the top of Page 17 notably insightful for retailers looking at variances across income levels. While those of higher incomes purchase fewer fresh prepared meals at grocery stores, they are more likely to purchase these meals from a big box store, farmers market/local stand, or pharmacy.

If we assume these same shoppers are more likely to patronize higher-end level retailers, we might theorize that attention to quality could positively affect shoppersâ&#x20AC;&#x2122; likelihood of purchasing a fresh prepared meal (regardless of retail category or income bracket).

IN THE PRECEDING 12 MONTHS:

Bought groceries from a non-grocer Bought FRESH MEALS from a non-restaurant NEW! Bought restaurant brandâ&#x20AC;&#x2122;s products from another location Bought apparel from a non-clothier Bought a service from a non-service provider NEW! Bought special occasion purchases from a shop other than a florist, card shop, or party supply store

65% 64% 45% 49% 40% 50%

IN THE COMING12 MONTHS:

Would buy groceries from non-grocer Would buy FRESH MEALS from non-restaurant Would buy apparel from non-clothier Would buy service from non-service provider Would buy special occasion from non-florist, card shop, party supply store

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PAGE 15

91% 90% 90% 81% 93%

IN THE PAST 12 MONTHS...

In the past 12 months, have you purchased any prepared meals (such as grab-and-go, takeout, or other ready-to-eat meals) from a store other than a restaurant?

64%

62%

OVERALL

<$25K

70%

58%

67%

$25-$50K

$50-$100K

62%

75%

66%

>$150K

MEN

WOMEN

W/KIDS*

73% $100-$150K

56% W/O KIDS**

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time WHERE ARE PEOPLE BUYING FRESH-PREPARED MEALS?

68%

33%

27%

24%

14%

11%

GROCERY

BIG BOX

C-STORE

WAREHOUSE CLUB

FARMERS MARKET/ LOCAL STAND

PHARMACY

WHAT TYPES OF NON-RESTAURANTS DID YOU PURCHASE THESE READY-TO-EAT MEALS FROM?

GROCERY STORE

BIG BOX

C-STORE

ALL

68%

33%

MEN

67%

36%

WOMEN MILLENNIAL GEN X BOOMER

70% 61% 67% 81%

31% 43% 31% 23%

RURAL

73%

28%

SUBURBAN

71%

29%

URBAN

61%

40%

27% 34% 22% 36% 29% 15% 26% 20% 38%

WAREHOUSE CLUB

FARMERS MARKET/ LOCAL STAND

PHARMACY

24%

14%

11%

23%

16%

15%

27%

12%

7%

24%

18%

26%

14%

24%

9%

19%

10%

5%

9%

7%

25% 26%

24%

18% 11% 1%

19%

VARIANCE BY INCOME Regardless of income, grocery stores reign as the most popular non-restaurant retailer for fresh prepared meals. Those making under $50K are far less likely to purchase a fresh meal from a warehouse club, farmers market/local stand, or a pharmacy.

GROCERY STORE

BIG BOX

WAREHOUSE CLUB

C-STORE

PHARMACY

<$25K

74%

27%

29%

$25-$50K

73%

33%

25%

36%

31%

31%

17%

12%

37%

28%

30%

17%

14%

37%

27%

29%

68%

$50-$100K

62%

$100-$150K >$150K

45%

SHOPPERS WERE ASKED TO

1. COST

RANK THEIR DECISION MAKING

2. QUALITY

FACTORS IN CHOOSING WHERE TO BUY FRESHLY PREPARED

11%

FARMERS MARKET/ LOCAL STAND

20%

8%

6%

10%

6%

24%

35%

REGARDLESS OF GENERATION, GENDER, INCOME, OR LOCALE EXCEPT:

• Millennials and <$25K value convenience over menu selection

3. MENU SELECTION

MEALS (INCLUDING

4. CONVENIENCE

RESTAURANTS) IN ORDER OF

5. ENVIRONMENT/EXPERIENCE

IMPORTANCE.

6. ACCESS TO NON MEALRELATED GOODS/SERVICES

• Boomers and $50-$100K value quality over cost • $100-$150K value quality & selection over cost • >$150K value quality & convenience over cost

RESTAURANTS’ SIGNATURE PRODUCTS

For example, purchasing a frozen California Pizza Kitchen pizza or a Taco Bell brand taco sauce from a grocery store.

45% OVERALL

53% >$150K

39% <$25K

39%

51%

54%

$25-$50K

$50-$100K

$100-$150K

48%

59%

36%

44% MEN

WOMEN

W/KIDS*

W/O KIDS**

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time

WWW.KINGRS.COM

PAGE 17

OVERALL RANKING

YOY OVERALL RANKING SHIFT

MILLENNIAL GEN X

BOOMER

MEN

WOMEN

#1

3rd YEAR AT #1

#1

#1

#1

#1

#1

RANKING

>

2

3

2

2

2

>

3

2

4

3

3

>

4

4

5

6

4

>

5

5

3

4

5

>

6

6

6

5

6

>

7

11

11

7

7

>

11

7

12

8

8

>

12

8

7

9

9

9

9

13

11

>

14

12

8

14

10

>

15

17

10

10

18

>

8

21

13

11

12

>

9

22

18

12

19

>

FAVORITE PLACES TO BUY FRESH MEALS (THAT AREN’T RESTAURANTS)

18

13

19

19

14

>

10

20

15

21

#2

(fam of stores)

#3

RANKING

#4

RANKING

#5

RANKING

#6

(fam of stores)

RANKING

#7

RANKING

#8

RANKING

#9

RANKING

#10

FARMERS MARKET/LOCAL STAND

NEW TO LIST!

#11

RANKING

#12

RANKING

#13

RANKING

#14

RANKING

#15

RANKING

#16

RANKING

2rd YEAR AT #17

16

18

21

16

22

#18

NEW TO LIST!

22

10

25

17

20

#19

NEW TO LIST!

17

25

14

20

15

#20

NEW TO LIST!

13

19

25

16

#21

RANKING

>

19

23

16

#22

RANKING

>

25

14

17

24

15

#17

#23

(fam of stores)

(fam of stores)

NEW TO LIST! NEW TO LIST!

#25

RANKING

>

#24

20 20

13 18

25 17

15

21 22

23

CATEGORY BLURRING / WHERE U.S. SHOPPERS BUY THEIR...

SERVICES The number of U.S. shoppers who reported having purchased a service from a non service-specific provider (for example, purchasing a flu shot from a grocery store) doubled between 2014 and 2016. Today, 40% of shoppers bought services (from car care to medical exams) from retailers including grocery stores, big box, convenience stores, and warehouse clubs in the preceding 12 months and 81% would consider doing so in future.

The services most likely to be purchased from a non-traditional retailer are medical exams/care,

hair cuts/care, and car care services. Big box retailers, grocery stores, and warehouse clubs are the non-traditional retailer types most likely to be chosen for these purchases.

Men, those making higher incomes, and people with kids under the age of 17 at home are the demographics most likely to make this type of purchase.

IN THE PRECEDING 12 MONTHS:

Bought groceries from a non-grocer Bought fresh meals from a non-restaurant NEW! Bought restaurant brandâ&#x20AC;&#x2122;s products from another location Bought apparel from a non-clothier Bought a SERVICE from a non-service provider NEW! Bought special occasion purchases from a shop other than a florist, card shop, or party supply store

65% 64% 45% 49% 40% 50%

IN THE COMING12 MONTHS:

Would buy groceries from non-grocer Would buy fresh meals from non-restaurant Would buy apparel from non-clothier Would buy SERVICE from non-service provider Would buy special occasion from non-florist, card shop, party supply store

WWW.KINGRS.COM

PAGE 19

91% 90% 90% 81% 93%

IN THE PAST 12 MONTHS...

In the past 12 months, have you purchased any services from a store other than a service-specific vendor? For example, purchasing a haircut from a grocery store’s in-store salon versus a standalone hair salon or barber shop.

40%

28%

OVERALL

<$25K

53%

33%

47%

44%

$25-$50K

$50-$100K

$100-$150K

36%

53%

31%

44%

>$150K

MEN

WOMEN

W/KIDS*

W/O KIDS**

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time WHERE PEOPLE ARE BUYING SERVICES…

28%

47%

22%

27%

16%

23%

GROCERY

BIG BOX

C-STORE

DEPARTMENT STORE

WAREHOUSE CLUB

PHARMACY

WHICH SERVICES ARE THEY BUYING AT NON SERVICE-SPECIFIC RETAILERS? Services such as child care, pet care/sitting, and massages seem to appeal least to Baby Boomers. Men are far more likely than Women to leave their pets or their children in the care of a non-traditional provider.

ALL BANKING

MILLENNIAL

10%

5%

CHILD CARE HAIR CUT/CARE MANI/PEDI MASSAGE MEDICAL EXAM/CARE PET CARE/SITTING

11%

23%

CAR CARE

12%

BOOMER

GEN X

29% 16%

20%

18% 15%

1%

39%

36%

21%

24%

22%

22% 44%

21%

45% 27%

WOMEN

8%

12%

20%

38%

16%

MEN

17%

16% 38% 17%

2% 44%

20%

28%

11%

8% 44%

30%

17%

26%

20% 43%

18%

10%

43% 29%

45% 11%

FAVORITE PLACES TO BUY SERVICES (THAT AREN’T SERVICE-SPECIFIC)

1 #1

3rd YEAR AT #1

2 #2

RANKING

>

YOY OVERALL RANKING SHIFT

3 #3

RANKING

>

4 #4

RANKING

>

5 #5

RANKING

>

OVERALL RANKING

6 #6

RANKING

>

7 #7

2rd YEAR AT #7

9 #9

(fam of stores)

10 #10

RANKING RANKING

>

(fam of stores)

>

8 #8

NEW TO LIST!

WALMART ISN’T JUST #1 FOR THE 3RD CONSECUTIVE YEAR, IT’S ALSO THE LEADER BY A LANDSLIDE. FROM MEDICAL EXAMS/CARE TO HAIRCUTS AND AUTOMOTIVE SERVICES, WALMART WAS A GROUNDBREAKER IN THIS CATEGORY BLURRING AREA AND CONTINUES TO CORNER THE MARKET. SHOPPERS WERE ASKED TO

1. COST

RANK THEIR DECISION MAKING

2. QUALITY

FACTORS IN CHOOSING WHERE TO BUY SERVICES (INCLUDING SERVICE-FOCUSED PROVIDERS) IN ORDER OF IMPORTANCE.

REGARDLESS OF GENERATION, GENDER, INCOME, OR LOCALE EXCEPT:

3. CONVENIENCE 4. SELECTION OF SERVICE OPTIONS 5. ENVIRONMENT/EXPERIENCE 6. ACCESS TO NON SERVICE GOODS ALSO SOLD

WWW.KINGRS.COM

PAGE 21

• Gen X and <$50K value convenience over quality • >$150K value quality over cost and access to non-service goods also sold over the shopping environment/ experience

CATEGORY BLURRING / WHERE U.S. SHOPPERS BUY THEIR...

APPAREL In the preceding 12 months, 49% of shoppers reported purchasing some form of apparel from a non apparel-specific retailer (referred to herein as “non-clothiers” for succinctness). In the coming 12 months, 90% of shoppers would consider doing so.

Undergarments, shoes, and day-to-day clothing such as tops and bottoms are the items most likely to be purchased from a non-clothier. The stores most likely to be patronized for these purchases are (likely not surprisingly) big box

retailers, department stores (such as JCPenney), and discount stores (such as Big Lots).

Men (49%) and Women (51%) are almost equally likely to have made an apparel purchase from a non-clothier. Those with kids under the age of 17 living at home are more likely (58%) than those without kids at home to have made this type of purchase.

IN THE PRECEDING 12 MONTHS:

Bought groceries from a non-grocer Bought fresh meals from a non-restaurant NEW! Bought restaurant brand’s products from another location Bought APPAREL from a non-clothier Bought a service from a non-service provider NEW! Bought special occasion purchases from a shop other than a florist, card shop, or party supply store

65% 64% 45% 49% 40% 50%

IN THE COMING12 MONTHS:

Would buy groceries from non-grocer Would buy fresh meals from non-restaurant Would buy APPAREL from non-clothier Would buy service from non-service provider Would buy special occasion from non-florist, card shop, party supply store

91% 90% 90% 81% 93%

IN THE PAST 12 MONTHS...

In the past 12 months, have you made any apparel purchases (clothing, shoes, fashion accessories) from a store other than an apparel-specific store?

49%

49%

OVERALL

46%

<$25K

58%

50%

57%

$25-$50K

$50-$100K

$100-$150K

51%

58%

43%

49%

>$150K

MEN

WOMEN

W/KIDS*

W/O KIDS**

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time

WHAT TYPES OF APPAREL ITEMS HAVE YOU BOUGHT FROM A NON-CLOTHIER? ALL UNDERGARMENTS LOUNGE & SLEEPWEAR

MILLENNIAL

45% 29% 50%

SHOES OUTERWEAR

23%

FASHION ACCESSORIES

31%

DAY-TO-DAY CLOTHING

60%

(TOPS, BOTTOMS, DRESSES)

BOOMER

GEN X

44%

45%

36%

26% 50%

30%

25%

22%

58%

49% 34%

54%

18%

29%

59%

41%

47%

20%

41%

WOMEN

47%

26%

53%

MEN

29%

17%

26%

66%

46%

36% 54%

67%

WHAT TYPES OF NON-CLOTHIERS DID YOU PURCHASE THESE APPAREL ITEMS FROM?

7%

58%

12%

33%

27%

23%

BAKERY/DELI/ RESTAURANT

BIG BOX

C-STORE

DEPT. STORE

DISCOUNT STORE

DOLLAR STORE

14%

6%

14%

18%

18%

DRUG STORE/ PHARMACY

FARMERS MARKET/ LOCAL STAND

GROCERY STORE

ONLINE RETAILER (NON-APPAREL FOCUS)

WAREHOUSE CLUB

WWW.KINGRS.COM

PAGE 23

THE FACTORS THAT LEAD TO YOUR CHOICE

FAVORITE PLACES TO BUY APPAREL (THAT AREN’T APPAREL-SPECIFIC STORES)

OF APPAREL RETAILER (INCLUDING

#1 AGAIN

APPAREL-SPECIFIC STORES).

RANKING

NEW TO LIST!

1. COST 2. QUALITY 3. SELECTION 4. CONVENIENCE 5. ENVIRONMENT/EXPERIENCE 6. ACCESS TO NON-APPAREL GOODS ALSO SOLD

NEW TO LIST! NEW TO LIST! >

RANKING

> >

RANKING

• <$25K value access to non-apparel goods also sold over environment

NEW TO LIST!

RANKING

>

(fam of stores)

RANKING

>

/ &

RANKING

>

• Millennials and $50-$100K value selection over quality

• >$150K value selection, then quality, then cost

RANKING

NEW TO LIST!

REGARDLESS OF GENERATION, GENDER, INCOME, OR LOCALE EXCEPT:

• $100-$150K value selection over cost & quality

>

PLEASE RANK (IN ORDER OF IMPORTANCE)

NEW TO LIST! NEW TO LIST! NEW TO LIST!

>

RANKING

NEW TO LIST! NEW TO LIST! NEW TO LIST!

CATEGORY BLURRING / WHERE U.S. SHOPPERS BUY THEIR...

ITEMS FOR SPECIAL OCCASIONS Special occasion purchases range from greeting cards to party supplies and flowers. Traditionally purchased at card shops, florists, and party supply boutiques, A.R.E. | POPAI recognized a trend towards category blurring into a wide variety of retailer types and suggested the addition of this category into the survey for 2016.

In the preceding 12 months, 50% of shoppers reported purchasing special occasion items from a non florist, card shop, or party supply store. At 57%, Women are more likely than Men (44%) to

have made this type of purchase. As with several other categories within this report, there appears to be a positive correlation between income and likelihood of making this type of special occasion purchase.

This was also the category with the largest percentage of shoppers stating they would consider making this type of purchase in the coming 12 months (93%).

IN THE PRECEDING 12 MONTHS:

Bought groceries from a non-grocer Bought fresh meals from a non-restaurant NEW! Bought restaurant brandâ&#x20AC;&#x2122;s products from another location Bought apparel from a non-clothier Bought a service from a non-service provider NEW! Bought SPECIAL OCCASION purchases from a shop other than a florist, card shop, or party supply store

65% 64% 45% 49% 40% 50%

IN THE COMING12 MONTHS:

Would buy groceries from non-grocer Would buy fresh meals from non-restaurant Would buy apparel from non-clothier Would buy service from non-service provider Would buy SPECIAL OCCASION from non-florist, card shop, party supply store

WWW.KINGRS.COM

PAGE 25

91% 90% 90% 81% 93%

IN THE PAST 12 MONTHS...

In the past 12 months, have you made any Special Occasion purchases from a store other than a florist, card shop, or party supply store?

50%

42%

OVERALL

48%

<$25K

59%

$25-$50K

44%

>$150K

53%

58%

$50-$100K

$100-$150K

59%

45%

57%

MEN

WOMEN

W/KIDS*

W/O KIDS**

* reported having one or more children aged 17 or younger living at home at least some of the time ** reported having no children aged 17 or younger living at home at least some of the time

WHAT TYPES OF SPECIAL OCCASION ITEMS HAVE YOU BOUGHT FROM NON FLORISTS, CARD SHOPS, OR PARTY SUPPLY STORES?

ALL FLOWERS

MILLENNIAL

39% 78%

GREETING CARDS GIFT WRAP SUPPLIES BALLOONS PARTY DECORATIONS

43%

49% 28% 35%

BOOMER

GEN X

42%

71% 53% 37% 46%

34% 76%

48% 30% 40%

MEN

WOMEN

41%

88% 47%

39% 72%

38%

20%

27%

23%

32%

83% 58% 31% 40%

WITH THEIR FOCUS ON GREETING CARDS, PARTY SUPPLIES, BALLOONS, AND OTHER FESTIVE NOVELTIES, DOLLAR STORES RANK NEARLY AS HIGH AS BIG BOX RETAILERS AS THE MOST LIKELY PLACE U.S. SHOPPERS PURCHASE SPECIAL OCCASION ITEMS (OUTSIDE OF SPECIALTY STORES).

In fact, Dollar General, Dollar Tree, and Family Dollar rank highest in this category, compared to their rankings in all other retail categories within this report. And while shoppers named cost the #1 consideration in terms of where to purchase special occasion items, Nordstrom still managed to rank #17 on this category’s retailer list, illustrating the values of convenience (“I’m already here.”) and quality among decision making factors.

WHAT TYPES OF NON FLORISTS, CARD SHOPS, OR PARTY SUPPLY STORES DID YOU PURCHASE THESE SPECIAL OCCASION ITEMS FROM? While Millennials are more likely than other generations to make this type of purchase at a bakery/deli/restaurant, big box, c-store, department store, farmers market/local stand, online, or warehouse club they are also less likely to make these purchases at two of the top retailer groups in this category (pharmacies and grocery stores) indicating a potential loss in market share for these retailers in future.

ALL BAKERY/DELI/ RESTAURANT

MILLENNIAL

5%

9%

7%

51%

BIG BOX

57%

C-STORE

12%

18%

DEPT. STORE

14%

19%

DISCOUNT STORE

13%

DOLLAR STORE

47%

DRUG STORE/ PHARMACY

27%

FARMERS MARKET/ LOCAL STAND

7%

13%

17%

6%

46% 30%

10%

7% 34%

6%

9%

5%

WAREHOUSE CLUB

8%

11%

6%

PLEASE RANK (IN ORDER OF

1. COST

IMPORTANCE) THE FACTORS

2. SELECTION

THAT LEAD TO YOUR CHOICE OF SPECIAL OCCASION RETAILER (INCLUDING FLORISTS, CARD SHOPS, AND PARTY SUPPLY STORES).

50%

22% 16% 49%

42%

31%

24% 9%

45% 4% 9%

54% 8% 9% 11% 53% 30% 4%

38% 8% 9%

41% 4% 8%

REGARDLESS OF GENERATION, GENDER, INCOME, OR LOCALE EXCEPT:

3. CONVENIENCE 4. QUALITY 5. ACCESS TO NON-OCCASION GOODS ALSO SOLD 6. ENVIRONMENT/EXPERIENCE

WWW.KINGRS.COM

4%

16%

3% 41%

ONLINE RETAILER (NON-OCCASION FOCUS)

7%

4% 8%

22%

WOMEN

50%

17%

49%

40%

GROCERY STORE

1% 48%

16%

MEN

BOOMER

GEN X

PAGE 27

• Millennials and $25-$50K value convenience over selection and environment over access to non-special occasion goods sold • Those making >$150K value selection, quality, and convenience over cost

FAVORITE PLACES TO BUY SPECIAL OCCASION ITEMS (THAT ARENâ&#x20AC;&#x2122;T FLORISTS, CARD SHOPS, PARTY SUPPLY STORES, ETC.) From dollar stores to Nordstrom to Amazon, this may be the most motley grouping of retailers in this report, illustrating the wide array of resources U.S. shoppers are utilizing for special occasion purchases.

OVERALL RANKING

#1 #2 #3 #4 #5

(fam of stores)

#6 #7

(fam of stores)

#8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20

(fam of stores)

NOTES

ABOUT A.R.E. | POPAI A.R.E. | POPAI The New Association is the global, non-profit association dedicated to enhancing the total shopper experience. A merger of two leading industry associations, A.R.E. | POPAI now represents more than 2,000 member companies worldwide. The association conducts research, produces training programs, industry events and conferences, and provides proprietary publications that educate and promote best practices. A.R.E. | POPAI also sponsors industry awards recognizing the best and most creative stores and displays. Members include retail environments suppliers and designers, fixture/display producers, retailers, brands, and marketing agencies.

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