KRS Consumer Survey 2015

K I N G

R E TA I L

S O L U T I O N S

SURVEY

Consumer Insights Survey Results Highlights

v

02

In last year’s Consumer Insights Survey report, retail design firm King Retail Solutions (“KRS”) laser focused on category blurring across retail channels (ex. purchasing groceries from a convenience store, jeans from a pharmacy, flu shots from a big box store, or a hot prepared meal from a grocery store). Now in its second year, KRS has more than doubled its annual study to include six new topics for 2015. This year, KRS not only looks at shoppers’ still evolving habits and attitudes when it comes to category blurring, but also expands focus to analyze shoppers’ opinions and purchasing motivators when it comes to using smartphone shopping apps, online and subscription shopping services, being e-tracked in-store by retailers, experiencing in-store delight, and much more. The 2015 study also analyzes demographic variances in all categories and illustrates YOY changes in category blurring data for groceries, fresh prepared foods, and services purchases.

U.S. CONSUMER SURVEY: WINTER 2015 Survey conducted by King Retail Solutions, Winter 2015.

Multi-generational, U.S. respondents included ~400 Millennials, ~400 Gen X, and ~400 Baby Boomers. Equal parts male/female. (www.kingrs.com)

PUBLISHED WITH SUPPORT FROM A.R.E.

New Topics 2015 Smartphone Shopping Apps Buy Online, Pick Up In-Store Retail Subscription Services In-Store Delight Product Information Preferences In-Store Mobile Tracking

2 6 8 10 11 12

Category Blurring Where U.S. Shoppers Buy‌ Groceries Fresh Prepared Foods Services

13 16 18

APPS QUESTIONS

It’s no surprise that smartphone usage varies by gender as well as generation. Women have more smartphones and, on top of that, a higher percentage of retail/shopping smartphone apps than men. Millennials have more smartphones and, on top of that, a higher percentage of retail/shopping smartphones apps than Gen X’ers who, in turn, have more smartphones and, on top of that, a higher percentage of retail/shopping smartphone apps than Baby Boomers.

But even for those demographic segments with the lowest adoption, the prevalence of shopping applications in Americans’ day to day (and some would say minute to minute) lives is clear: 51% a majority that can only be predicted to continue to grow - of us have one or more shopping-related apps on a smartphone.

Percent who own a smart phone:

Women Men Boomer Gen X Millennial

80% 71% 68% 77% 83%

If they have a smartphone, 67% have at least one shopping-related app 69% of women 65% of men 58% of Boomers 68% of Gen X 73% of Millennials

11%

within that larger group a larger % have

4% 12%

shopping-related apps on their phones.

19% 18%

# of Shopping Apps on their phone Don’t have a smartphone Smartphone but no shopping apps

Have 1 app ...2 ...3 ...4 ...5+

10%

3% 9% 12%

12% 6.5%

3% 6.5%

ALL

11%

10%

12% 4% 9%

12.5%

24% 14%

14%

25%

20% 16%

MEN 29% 25%

BOOMER 32% 29%

GEN X

4% 10% 13% 12.5% 9%

WOMEN

5% 10% 19% 18%

23% 25%

MILLENNIAL 17% 22%

PAGE 3

More Millennials have smart phones and

Other apps supplement our shopping by providing loyalty incentives, discounts, and other rewards (Groupon #1, RetailMeNot #2, LivingSocial #3). Complementing these top app categories are shopping apps that provide comparison or calculation services or simply serve as a curator to suggest purchasing specific merchandise from select retailers and e-retailers.

WWW.KINGRS.COM

So what are these smartphone shopping apps we have downloaded into our palms and when and why are we using them? For the most part, they’re apps that represent specific retail and e-retail brands (Amazon is #1, Ebay #2, Target #3) and 47% of us use them for shopping both online, on our phone, and in a store. Add to that the 14% of shoppers who solely use their shopping apps for in-store shopping and you get a total of 61% of shoppers who use their shopping apps for in-store shopping. Brick and mortar retailers should take note. Investing in functional, helpful, even delightful proprietary shopping apps is clearly no longer a fad to humor, but instead a significant tool to employ for increased in-store sales.

The top shopping apps can be categorized into five unique categories:

By demographic, percent of each app category on their phone‌ E-Retailer Retailer Loyalty/Coupon/Rewards Shopping Tools Distributed E-Commerce

E-RETAILER apps are for retail stores that exist solely electronically (no physical presence), RETAILER apps are for retail stores with a brick-and-mortar presence, LOYALTY/COUPON/REWARDS apps provide discounts and shopping incentives for a variety of purchases,

In what circumstances do you use the shopping-related apps on your phone?

SHOPPING TOOLS provide comparison, calculation, or other shopping services, and

Only for shopping in a store.

Only for shopping online/on my phone.

Both for shopping in a store and for shopping online/on my phone.

DISTRIBUTED E-COMMERCE apps offer curated shopping selections with purchases directed back to the source retailer.

Top Apps by Demographic TOTAL

51% 22% 16% 12% 11% 6% 5% 5% 3% 3% 3% 3%

MEN

WOMEN

MILLENIAL

GEN X

BOOMER

63%

44%

53%

49%

52%

31%

15%

22%

24%

18%

9%

21%

16%

21%

11%

8%

14%

11%

14%

10%

11%

10%

7%

13%

13%

1%

9%

8%

5%

4%

1%

8%

8%

4%

3%

3%

6%

1%

7%

8%

1%

4%

4%

3%

3%

2%

3%

2%

3%

5%

3%

3%

2%

4%

3%

3%

3%

2%

3%

5%

RETAILER

or Cartwheel

by Target

MEN

51%

WOMEN

37%

MILLENNIAL

44%

GEN X

39%

BOOMER

43%

ALL

14%

MEN

12%

WOMEN

16%

MILLENNIAL

12%

GEN X

15%

BOOMER

17%

33%

15% 30%

9%

34%

18% 30%

14%

34%

1%

9%

1%

9%

17%

35%

9%

14%

8% 10% 8%

2% 1% 2% 1%

PAGE 5

42%

WWW.KINGRS.COM

ALL

TOTAL

3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1%

38%

47%

43%

45%

35%

49%

40%

48%

36%

49%

39%

44%

MEN

WOMEN

MILLENIAL

GEN X

BOOMER

3%

3%

2%

5%

1%

1%

3%

1%

5%

1%

3%

2%

3%

3%

1%

3%

1%

1%

3%

3%

4%

1%

1%

2%

4%

1%

3%

4%

1%

1%

1%

3%

2%

3%

1%

0%

3%

1%

3%

2%

3%

1%

1%

3%

1%

4%

0%

1%

2%

2%

4%

0%

3%

1%

0%

RANKS TOP 10 FOR THIS DEMOGRAPHIC (BUT NOT OVERALL)

RETAILER

DOESN’T RANK TOP 10 FOR THIS DEMOGRAPHIC

BUY ONLINE, PICK UP IN-STORE

When asked how they felt about shopping online for in-store pickup: 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.

ALL

MEN

WOMEN

MILLENNIAL

GEN X

BOOMER

PPL WITH KIDS

PPL W/OUT KIDS

RURAL

URBAN

SUBURBAN

This option does not appeal to me.

40%

45%

36%

34%

42%

45%

48%

35%

36%

37%

42%

38%

32%

42%

40%

38%

36%

34%

41%

36%

42%

37%

22%

23%

22%

26%

20%

19%

18%

24%

28%

21%

21%

Men, Baby Boomers, people with kids under the age of 18 living at home, and suburban dwellers are the most likely to have made an online purchase for in-store pickup in the last 12 months.

Millennials and rural dwellers are the groups least interested in shopping online and picking up their purchase in a store.

Shoppers are game for in-store pickup.

WWW.KINGRS.COM

When it comes to shopping and purchasing online for in-store pickup, hardlines and softlines are the goods shoppers are most willing to buy. Less appealing for this type of purchase are fresh prepared meals and groceries. What makes food

PAGE 7

purchases so different?

It may be that grocery and fresh prepared food retailers are just getting started with the buy online, pick up in-store movement. Given a few more years, the tide may turn in favor of the food guys. But it may be something else... Perhaps shoppers are considering the consequence of buyer’s remorse in a food purchase scenario (You can’t un-buy a pizza. Or can you? How

much headache is involved?). And if you absolutely know you won’t be returning that pizza, why pick up in-store at all? Delivery makes more sense. Whereas the idea of returning/ rejecting a laptop, t-shirt, or tea towel at first in-person sight actually might sound easier than dealing with a return from a home delivery.

What goods would people purchase online for in-store pickup?

APPAREL ELECTRONICS FRESH PREPARED MEALS GROCERIES HOUSEWARES

ALL

57% 80% 28% 28% 59%

MEN

47%

87%

27%

28%

58%

WOMEN

64%

75%

28%

27%

60%

MILLENNIAL

62%

80%

33%

31%

54%

GEN X

63%

78%

28%

27%

64%

BOOMER

42%

81%

19%

23%

60%

PPL WITH KIDS

60%

81%

27%

24%

64%

PPL W/OUT KIDS

55%

79%

28%

30%

56%

RURAL

61%

82%

26%

26%

55%

URBAN

60%

80%

30%

30%

49%

SUBURBAN

54%

79%

27%

27%

65%

SUBSCRIPTION SERVICES

Over 22% of U.S. consumers in the study are signed up for some type of ongoing subscription purchasing agreement. As income increases, so does the likelihood of having entered into some type of subscription to ensure regular retail deliveries from Amazon (#1), Dollar Shave Club (#2), Birchbox (#3), or another retailer offering this appealing service.

Subscriptions range from humdrum monthly deliveries of contact lens solution at a “subscribe and save” discount from Amazon to eclectic children’s craft boxes from Kiwi Crate to… well, you name it. There are subscription services out there for every lifestyle and interest.

The number one factor cited when shoppers reported what they liked about these subscription services was cost savings. This savings is often a part of the overall value proposition with subscription purchase agreements, even the more seemingly frivolous ones. Example: For $10 per month the #4 most popular subscription, Ipsy, delivers economy sized samples of upscale beauty goods valued at around $50, plus prizes and coupons, in their Millennialtargeted monthly “glam bags”.

Over 1 out of 5 consumers is signed up for an ongoing “subscription” retail purchasing agreement.

19% INCOME <$25K 21% INCOME $25-50K 26% INCOME $50-100K 25% INCOME $100-150K 28% INCOME >$150K

*In order of preference

• Baby Boomers value Convenience more than Cost Savings • Income <$25K value Convenience most, followed by equal appreciation of Cost Savings and Delightful Surprise • Millennial & Urban Shoppers value Delightful Surprise more than Never Running Out • Rural shoppers rank Cost Savings & Time Savings equally at #1

Top Subscriptions: Dollar Shave Club 13%

Birchbox 10% Ipsy 6%

Amazon 63%

<5% BarkBox Citrus Lane Harry's Kiwi Crate NatureBox

Netflix Petco* POPSUGAR Must Have Stitch Fix Walmart*

*OF NOTE, even though traditional retailers like Office Depot, Target, etc. are starting to offer subscribe & save discounts, only these two traditional retailers were noted on the list.

PAGE 9

1. Cost Savings 2. Convenience 3. Time Savings 4. Never Running Out 5. It’s a Delightful Surprise

Regardless of generation, gender, income, or locale except: WWW.KINGRS.COM

Shoppers were asked to rank what they “like most” about participating in retail subscription services*:

IN-STORE DELIGHT

It turns out that treating customers respectfully and charging them a low price inspires feelings of delight.

A retailer with quick, friendly service from knowledgeable staff about a great variety of products, demonstrated in-store and sold at a fair price, in a thoughtful environment, would likely top any shopper’s “delightful stores” list. You can bet they’d be back again and again.

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:

What caused the delight…

FREE SAMPLES/DEMOS QUICK SERVICE IN-STORE ENVIRONMENT KNOWLEDGEABLE STAFF PRODUCT SELECTION / VARIETY LOW PRICE / COST SAVINGS CUSTOMER SERVICE

4% 4% 6% 11% 15% 26% 50%

GETTING INFORMATION

WITH A SALES ASSOCIATE WITH A KIOSK WITH AN APP ON MY PHONE 63%

MEN

68%

WOMEN

62%

MILLENNIAL

59%

GEN X

55%

BOOMER

85%

PPL W/ KIDS

64%

8%

PPL W/O KIDS

63%

11%

RURAL

55%

URBAN

66%

SUBURBAN

61%

WITH A SALES ASSOCIATE WITH A KIOSK WITH AN APP ON MY PHONE

PAGE 11

ALL

27%

10%

4% 28% 13%

25%

34%

7%

26%

19%

3% 12% 28% 26%

18%

27% 9% 7%

25%

32%

MILLENNIAL WOMEN

MILLENNIAL MEN

GEN X WOMEN

GEN X MEN

BOOMER WOMEN

BOOMER MEN

Men really don’t like kiosks.

In fact, the only generation with any affinity for kiosks seems to be Gen X’ers. Perhaps this is because they came into shopping maturity at a time when kiosks were the next big thing. But even this kiosk-accepting demographic tends to prefer their in-pocket phone or a real life human as a source of in-store information.

When it comes down to it, people are social creatures and, providing sales staff is courteous and knowledgeable enough to get shoppers the answers they’re looking for, the majority of all consumer groups would rather interact with a sales associate than ask a phone app or digital kiosk.

WWW.KINGRS.COM

Shoppers were asked how they would prefer to be assisted with finding items, answering questions, etc. while shopping in a store, assuming they could get the answer they were looking for from each source.

IN-STORE MOBILE TRACKING When asked how they felt about retailersâ&#x20AC;&#x2122;

ALL

ability to track their personal, in-store shopping habits using their phone: I'm all for it. The more they know, the more personalized my shopping experience can be.

I like the idea of retailers pushing notifications (coupons, alerts, offers) to my phone that are personalized to my taste.

17%

24%

I'm fine with it. I'm OK with the idea of retailers pushing notifications to my phone that are personalized to my taste, if I've given them permission to do so.

35%

24%

I'm fine with it but I don't want retailers pushing notifications to my phone.

I don't like it.

RURAL

32%

URBAN

27%

16% 32%

14%

27%

MILLENNIAL WOMEN

21%

21%

SUBURBAN

20%

32%

MILLENNIAL MEN

27%

21%

15% 44%

GEN X MEN

38% 6%

19%

26%

26%

BOOMER WOMEN

19%

43%

23%

14%

38%

GEN X WOMEN

19% 29%

23%

29%

BOOMER MEN

5%

9% 33%

38%

24%

33%

25%

33%

BLURRING QUESTIONS GROCERY

In The Preceding 12 Months: BOUGHT GROCERIES FROM A NON-GROCER

62%

BOUGHT FRESH MEALS FROM A NON-RESTAURANT

62%

BOUGHT A SERVICE FROM A NON-SERVICE PROVIDER

32%

In the Coming 12 Months: 92%

WOULD BUY GROCERIES FROM A NON-GROCER WOULD BUY FRESH MEALS FROM A NON-RESTAURANT

89%

WOULD BUY A SERVICE FROM A NON-SERVICE PROVIDER

82%

62%

Which groceries are they buying at non-grocery stores?

COMPARED TO 2014 RESPONSE.

25%

CANNED/BOXED

DAIRY

BREAD

FRESH FRUIT/VEG

FROZEN

MEAT

2%

1%

10%

NO CHANGE

3%

>

41%

>

42%

>

50%

>

52%

>

69%

3%

PAGE 13

Hand-in-hand with that observation is the fact that “Quality” is climbing the list of values shoppers report as a decision making factor in where to buy groceries.

While its overall ranking still falls just below convenience, the gap is much smaller in 2015 than it was in 2014. This could help explain why non-traditional grocers such as big box stores, pharmacies, and convenience stores (industries that struggle with highlighting the quality and freshness of their produce, meat, and dairy offerings) all lost ground in this year’s report while farmers markets, local stands, and bakeries gained ground in this blurring category.

WWW.KINGRS.COM

This year we’re seeing grocery stores regain their edge when it comes to selling their core wares. In last year’s report, 77% of consumers reported having purchased groceries from a non-grocery store in the preceding 12 months. This year, only 62% reported doing so.

In the preceding 12 months, 28% of shoppers made a grocery list intending to fulfill the entire list at a non-grocery.

Shoppers were asked to rank their decision making factors in choosing where to buy groceries (including grocery stores). Both in 2014 & in 2015*:

1.

2.

3.

4.

5.

COST CONVENIENCE QUALITY SELECTION ACCESS TO NONGROCERY ITEMS

Regardless of generation, gender, income, or locale except: Gen X, Baby Boomers, those making >$100K*, Suburban, and Rural Dwellers Value quality above convenience *People making >$150K value quality and convenience over cost

*In order of importance We’re seeing a shift as “Quality” is climbing up the list of values. While its overall ranking still falls just below convenience, the gap is much smaller in 2015 than it was in 2014.

Where are people buying groceries?

59%

39%

36%

32%

32%

21%

9%

6%

BIG BOX

PHARMACY

C-STORE

DOLLAR STORE

FARMERS MARKET/ LOCAL STAND

BAKERY/ DELI

DISCOUNT STORE

DEPARTMENT STORE

7%

1%

7%

2%

21%

At 36%, for both genders, men and women are equally likely to purchase some groceries from a convenience store.

At 27%, Millennials are more likely than Gen X (19%) and Baby Boomers (16%) to buy groceries at a bakery or deli.

NOT REPORTED IN 2014

2%

1%

Ladies take the lead & bring up the rear in c-store grocery purchases…

WWW.KINGRS.COM

In 2014, the demographic most likely to purchase some groceries at a convenience store was urban, male, Millennials (YOUNG CITY GUYS). In 2015, rural, female, Millennials (YOUNG COUNTRY GALS) took the lead (62% do it) with urban, male, Millennials falling to the second mostly likely slot (52% do it).

Top 20 favorite places to buy groceries

#1 AGAIN! #2 AGAIN!

FARMERS MARKET / STAND

Generational Preferences…

RANKING Dollar General

>

RANKING

Cost Plus World Market tied for the #20 spot for Generation X.

RANKING RANKING

NOT REPORTED IN 2014 RANKING

>

BAKER, BUTCHER, DAIRY, DELI

RANKING &

NEW TO LIST!

RANKING RANKING

>

Marshalls & Meijer bumped out Ross Dress for Less to make the Top 21 (due to a tie) for Baby Boomers .

RANKING

>

#3 AGAIN!

(THAT AREN’T GROCERY STORES)

Marshalls & QuikTrip bumped out Sam’s Club and BJ’s to make the Top 20 for Millennials.

PAGE 15

The demographic least likely to purchase some groceries at a convenience store: urban, female, Millennials (YOUNG CITY GALS) at 22%.

RANKING RANKING NEW TO LIST!

RANKING NEW TO LIST!

#20 AGAIN!

BLURRING QUESTIONS FRESH PREPARED

In the preceding 12 months, 61% of shoppers reported purchasing fresh prepared meals from a non-restaurant.

While grocery stores ranked as the most popular type of non-restaurant retailer, big box wasnâ&#x20AC;&#x2122;t far behind. In fact, the two most popular brands in this blurring category were big box leaders Walmart (#1) and Target (#2).

Shoppers were asked to rank their decision making factors in choosing where to buy fresh-prepared meals (including restaurants)*:

1. Quality 2. Cost 3. Convenience 4. Selection

Regardless of generation, gender, income, or locale except: INCOME <$50K value cost over quality INCOME >$150K value convenience over cost

*In order of importance

Where are people buying fresh prepared foods?

75%

35%

18%

GROCERY

BIG BOX

C-STORE

9%

10%

>

>

1%

9%

PHARMACY SAME AS 2015

Just as many U.S. shoppers (62% in both 2015 and 2014) reported theyâ&#x20AC;&#x2122;d bought some fresh prepared foods from a non-restaurant in the preceding 12 months. But, where those people are buying their fresh prepared foods has shifted. While grocery stores have maintained a strong hold on fresh prepared sales, big box and convenience retailers have seen their #s decline.

Rural dwellers (62%) and suburbanites (62%) are slightly more likely than urbanites (57%) to buy a fresh-prepared meal from a non-restaurant.

Top 25 favorite places to buy fresh prepared meals (fam of stores)

RANKING

>

#2 AGAIN!

RANKING

>

RANKING

>

RANKING

RANKING

RANKING

> >

RANKING

>

RANKING

>

RANKING

RANKING

>

NEW TO LIST!

RANKING BAKER, BUTCHER, DAIRY, DELI

>

RANKING

NOT REPORTED IN 2014 NEW TO LIST! NEW TO LIST!

NEW TO LIST! NEW TO LIST!

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

PAGE 17

RANKING

>

#4 AGAIN!

WWW.KINGRS.COM

(THAT AREN’T RESTAURANTS)

#1 AGAIN!

BLURRING QUESTIONS SERVICES

In the preceding 12 months, 32% bought services (from medical treatments to pet sitting) from a non-service specific retailer and 82% would consider doing so in future.

So, what are services shoppers looking for? Cost, quality, and convenience top the list. This means low cost haircuts wouldnâ&#x20AC;&#x2122;t entice most shoppers to purchase a trim from a pharmacy. However, high quality cuts at a low price point would likely do the trick.

Shoppers were asked to rank their decision making factors in choosing where to buy services (including service providers)*:

1.

2.

3.

4.

5.

COST QUALITY CONVENIENCE SELECTION ACCESS TO NONGROCERY ITEMS

Regardless of generation, gender, income, or locale except: GEN X, MALES, RURAL DWELLERS ALL Value convenience over quality >$100K/YEAR Value quality and convenience over cost

*In order of importance / NOTE: this mirrors 2014 results

SERVICE QUALITY LOSES ITS EDGE.

Though it maintains the #2 spot, the per-demographic ranking of quality has gone down since 2014 when groups like Baby Boomers, women, >$100K/year, and urbanites all valued quality over cost when choosing a service provider. In 2015, only those with >$100K/year income ranked quality over cost.

Where they buy services…

53%

17%

16%

15%

10%

WWW.KINGRS.COM

BIG BOX

PHARMACY

DEPT STORE

GROCERY

C-STORE

PAGE 19

2%

What they’re buying…

38% 27% 22% 17% 11% 9% 5% 2%

Top 10 favorite places to buy services

1%

$ #1 AGAIN! RANKING

>

Medical Exam/Care Car Care Hair Cut/Grooming Banking Mani/Pedi Petsitting/Grooming Massage Child Care

1%

#3 AGAIN!

(THAT AREN’T SERVICE PROVIDERS)

RANKING RANKING

(fam of stores)

RANKING

>

15%

1%

RANKING

NEW TO LIST!

RANKING RANKING

NOTES

ABOUT A.R.E. (the Association for Retail Environments) A.R.E. is the world’s largest association for businesses in the retail environments industry. The nonprofit 501(c)(6) association’s mission is to advance the retail environments industry and the success of our members through education, insights, marketing, and events. As the pace of change and competition increases exponentially in business today, A.R.E. is taking a leadership role in providing the retail environments industry with game-changing information on topics such as ROI, technology, design, and business/consumer trends.

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