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WSL | SHOPPER INSIGHTS. RETAIL INTELLIGENCE. INNOVATIVE SOLUTIONS. CONTACT US AT // T 212.924.7780 E [email protected] U WWW.WSLSTRATEGICRETAIL.COM

To be relevant to customers, you have to be nimble enough to change what you look like –

state to state and sometimes within the same town. Today, understanding the demographic shifts in your

stores is the Holy Grail of retailing.

Chief Merchandising Officer

T 212.924.7780 E [email protected] U WWW.WSLSTRATEGICRETAIL.COM

� For longer than most of us can remember the success of US business has been driven by the homogeneity of the population – either how it looked (mainly Caucasian) or what it wanted (similar aspirations). But that is not the future.

� Now, we are different. The American populace no longer looks like and lives like it did in the mid-20th century when most of today’s major retailers and brands were born.

� Our goal is to provide you with insights into this and the implications for retail.

� Why you need to be paying attention to the changing household configurations, especially single person households.

� What shopping habits the iGeneration shoppers (ages 16-19) are forming and why they are so worrisome.

� What is going on with Millennials and why they are really so different from the rest of the population.

� How Hispanics have become the new prototypical American household, how they are challenging business, and what you must do to win them over.

� Why moms are, and will be, less of a shopping force.

� The impact on categories, channels and key retailers...and more.

The report offers Action Steps, including opportunity shopper segments and implications for categories and retailers.

WHY WE DIDTHIS STUDY

WHAT YOUWILL LEARN

WHAT YOU NEED TO DO ABOUT IT

T 212.924.7780 E [email protected] U WWW.WSLSTRATEGICRETAIL.COM

WHAT IS IN THE REPORTTABLE OF CONTENTS:

� Executive Summary

� Methodology

- Online Nationally Representative Survey

of Shoppers. Men & Women (1,502), age 16+

Analyzed by:

� Generations (iGen, Millennials, Gen X, Young Boomers, 65+)

- Highlights About the Shopper - Shopping Life - Digital Shopping Life

� Income (<$25K - $50K - $100K - $150K+)

- Highlights About the Shopper - Shopping Life - Digital Shopping Life

� Moms (All Moms, Caucasian, Hispanic, African American Moms)

- Highlights About the Shopper - Shopping Life - Digital Shopping Life

� Household Type (Single Person HHs, HHs with Kids, Adult Only HHs, Multigenerational HHs)

- Highlights About the Shopper - Shopping Life - Digital Shopping Life

� Communities (Urban, Suburban, Rural)

- Highlights About the Shopper - Shopping Life - Digital Shopping Life

� Ethnicity (Caucasian, Hispanic, African American)

- Highlights About the Shopper - Shopping Life - Digital Shopping Life

� Appendix Tables

Data by all major channels, including: Mass Merchandisers • Drug Stores • Warehouse Club •

Dollar Stores • Supermarket • Online • Department Stores •

Specialty Stores

Data by 19 retailers, including: Target, Walmart • CVS, Rite Aid, Walgreens • Costco, BJ’s,

Sam’s • Dollar General, Family Dollar • Albertsons, Kroger,

Publix, Safeway • Amazon • JC Penney, Kohls, Macy’s

240PAGES

Since 1986, we’ve delivered shopper insights the way you want them. We deliver fact-based, innovative thinking for retailers and manufacturers to impact shoppers. Our clients look to us to help them build their retail strategies and leverage shopper marketing for success.

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@WSLStrategicWSLStrategicRetailJOIN THE CONVERSATION @WSLStrategic

2 EASY WAYS TO ORDER

1 EMAIL: Please contact Kristine Martinek

at [email protected]

2 PHONE: Call us at 212.924.7780

REPORT ($14,500)

INSIGHTS TO ACTION WORKSHOP

(PLUS $5,000)

CUSTOM CHANNELS & RETAILER REPORTS (PLUS $5,000 EACH)

� 240 Pages of Insights

� PowerPoint presentation ready format

� PDF file and/or Hard Copy