To understand shopper perceptions toward recent changes to Walmart produce sections, retail-auditing firm Field Agent conducted in-store surveys with shoppers inside 105 Walmart Supercenters.

1. Field Date/Time: 5/19/17, 12:00 - 8:00 p.m.

2. Agent Demos:
Female - 58%
Male - 42%
18-34 - 29%
35-54 - 57%
55+ - 14%
(N = 105 Walmart Supercenters, 105 Agents)
Field Agent sent 105 agents to 105 Walmart Supercenters, where the retail-auditing firm administered an in-
store survey about Walmart's produce departments.
The objective was to determine whether shoppers are noticing change to the company's produce sections, now
that approximately 70% of Walmart's U.S.-based stores have undergone the so-called "Fresh Angle" overhaul.
It’s likely some of the stores in this survey did not have “Fresh Angle” produce departments.

3. Which of these grocery sections has the store CHANGED THE MOST over the past 1-2 years?
Agents were asked this question after completing a full tour of the store's entire grocery department. They had not yet been directed to the produce section specifically.
Produce Bakery Center aisles Frozen foods Deli Dairy Didn't notice changes
34.3%
1.9%2.9%3.8%
10.5%11.4%
35.2%
(N = 105)
Agent Photo
3
*
*Of those who noticed change to the store’s overall grocery department, 53.6% said the produce section had changed more than any other section.

4. Overall, how APPEALING do you find the produce section of this store?
Extremely appealing Very appealing Moderately appealing Not very appealing Not at all appealing
0.0%
3.8%
30.5%
41.0%
24.8%
Agent Photo
(N = 105)
Following the first question, Field Agent then directed agents to the store's produce section.
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5. Is this store's produce section better or worse than other retailers' produce sections?
0.0%
1.9%
14.3%
28.6%
14.3%
27.6%
13.3%
Agent Photo
(N = 105)
Much better Better
A little
better
Neither better
nor worse
A little
worse
Worse Much worse
5

6. Do you notice any CHANGES that have occurred in the PRODUCE SECTION over the past 1-2 years?
(N = 105)
No
36.2%
Yes
63.8%
6
Agent Photo

7. On a scale from 1-5, where 5 is "radically changed" and 1 is "barely changed," how much would
you say the PRODUCE SECTION of this store has changed over the past 1-2 years?
5 4 3 2 1
1.5%
7.5%
46.3%
38.8%
6.0%
Agent Photo
(n = 67)
“Radically” “Barely”
This question was posed only to agents who said they noticed changes when asked the previous question.
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8. Have the CHANGES you've noticed made the PRODUCE SECTION better or worse?
0.0%0.0%
6.0%4.5%
14.9%
37.3%37.3%
Agent Photo
(n = 67)
Much better Better A little
better
Neither better
nor worse
A little
worse
Worse Much worse
This question was posed only to agents who said they noticed changes.
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9. Do you NOTICE the following changes in the PRODUCE SECTION, when compared to the store's
produce section of approximately 1-2 years ago?
(N = 105)
LOWER fruit and vegetable bins/shelves
MORE CENTRAL AND PROMINENT PLACEMENT of fresh produce in the produce section
GREATER VISIBILITY across the entire produce section
Produce bins that are MORE SHALLOW
An overall FRESHER, "FARMER'S MARKET" feel/vibe
YES - 46.7%
NO - 53.3%
YES - 70.5%
NO - 29.5%
YES - 78.1%
NO - 21.9%
YES - 62.9%
NO - 37.1%
YES - 80%
NO - 20%
Below are several changes being made to Walmart produce departments under the "Fresh Angle" campaign. Keep in mind, it's likely not all stores in this survey
had received the "Fresh Angle" treatment. About 70% of Walmart's U.S. based stores have undergone the changes.
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10. In your own words, describe your perception of the store's produce section and/or any changes made to it.
"It reminds me of the farmers market we have
during the summer. The vegetables are displayed
better."
"The bins are more shallow but the stock runs
out faster and is not replenished as quickly as
it should be."
"I like this store’s produce section much more
than others in this area. It looks crisper and
more accessible."
"By lowering the bins, [they] basically opened
the area up for the eyes to see."
Agent Photo
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11. In your own words, describe your perception of the store's produce section and/or any changes made to it.
"The produce looks fresher and brighter in the
bins. I know the bins are plastic, but they look like
wooden crates, which contributes to a farmer's
market feel."
"They are trying to bring the department up to
higher standards and it looks and feels much
better than it has in the past. The produce is more
shoppable and looks fresher."
"It seems a lot more appealing to a 'fresh'-
wanting consumer, and it is very colorful and
organized."
Agent Photo
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