With coupons moving far beyond the newspaper, a diverse shopper segment — the “New Couponer” — is fast emerging. They’re bringing a new set of requirements for marketers competing for these more engaged, digitally enabled and “entitled” shoppers. This presentation is headlined by full results from Inmar Analytics’ most recent Shopper Behavior Survey— an examination of coupon use for purchases including groceries, household supplies, health care and personal care products. Learn how Inmar Analytics is incorporating shopper research into its offerings to help manufacturers and retailers optimize their promotions.

1. Shopper Behavior Webinar
Devora Rogers April 17, 2013

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© 2013 Inmar, Inc. All Rights Reserved.
Agenda
• About Inmar Analytics
• Survey Methodology and Overview
• Three Trends in the “New Couponer”
• New Couponer Demographics
• Hispanic Couponers
• Making learnings actionable
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© 2013 Inmar, Inc. All Rights Reserved.
What is Inmar Analytics?
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• Consulting team led by John
Ross, President of Inmar
Analytics
• Experience working with
retailer and manufacturer
data to provide strategic
benefits to clients
• Team includes retailers,
marketing executives,
strategists, and analysts

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© 2013 Inmar, Inc. All Rights Reserved.
Inmar
Analytics
Behavioral
Analytics
Loyalty
Generation
Promotion
Consulting
• What influences shopper decision making
• What shopper barriers we need to overcome
• What offers / information will drive conversion
How we can work with you
• Where shopping actually starts
• Where best to reach the shopper
• How to leverage the store as a media channel
• How to make sense of the emerging
digital shopper media space
• How to track promotion performance
• How to link promotions to retail metrics
• How to optimize spending across methods
• How to manage promotions & minimize fraud

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© 2013 Inmar, Inc. All Rights Reserved.
Shopper Behavior Survey Overview & Methodology
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More than 1,000 shoppers who used a coupon in
the past three months answered questions about:
• their shopping behavior
• how they engage with technology while pre-
shopping and in-store
• the types of coupons they use
• how they discover/acquire coupons
• their attitudes towards coupon use

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ENTITLED
ENABLED
ENGAGED
The
“NewCouponer”

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Entitled
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Changing shopper sentiment:
From effort to entitlement
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“If I put in the effort, I can get
deals on the brands I buy.”
“If I shop a store a lot, I shouldn’t
have to work for deals I deserve.”

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Shoppers Expect Easy Offer Discovery & Redemption
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38%
“There are too many
rules/exclusions for using
coupons.”
30% “It takes too much time to
find coupons.”
28% “Using coupons slows down
my shopping.”
2012 Inmar Shopper Behavior Survey

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© 2013 Inmar, Inc. All Rights Reserved.
Shoppers Expect Personalized Offers
65%
Want emails from
retailers with
coupons for
products they
normally buy
65%
Want coupons
loaded to their
store loyalty card
for products they
normally buy
70%
Think retailers try
to find offers on
brands they like
to buy
78%
Want coupons
automatically
applied to their
purchase
2012 Inmar Shopper Behavior Survey

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Enabled
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© 2013 Inmar, Inc. All Rights Reserved.
The “New Couponer” has a
smartphone on hand
Goldman Sachs, 2011
of U.S. mobile
users will have
smartphones
By 2015 Coupon methods used
(on average)
Smartphone User = 7.12
Non-smartphone User = 5.19

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© 2013 Inmar, Inc. All Rights Reserved.
What Couponers with Smartphones are Saying
45%“I wish all coupons
were digital”
50%
“I want coupons
sent to my mobile
phone for
products that I
normally buy”
53%
“I would like to be
able to present
the coupon to the
cashier using my
mobile phone”
73%
“I would use
coupons more if
they were
available online”
2012 Inmar Shopper Behavior Survey
64% of respondents use a smartphone

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67% of smartphone users have accessed
coupons from a mobile phone app
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Engaged
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2 out of 3 shoppers would use more coupons
if there were more available online
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© 2013 Inmar, Inc. All Rights Reserved.
Coupon Method Usage
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Sunday
Newspaper
62%
Product
package
49%
Store circular
55%
Coupon
website
47%
Delivered
to my home
44%
Store
loyalty
card
41%
Printed
with store
receipt
37%
Store
shelf
36%
Mfr
website
35%
Retail website
35%
Retailer
email
32%
Handed
out in-
store
31%
magazine
31%
Blog,forum
oremail
30%
Facebook
18%
Mobile
phone app
18%
Mobile text
alert
18%
Kiosk in-store
23%

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Frequent Couponers Shop More . . .
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Number of Trips to a Grocery Store
(in the Past 30 Days)
8%
11%
30%
22%
30%
Heavy
Couponer
12%
10%
38%
17%
24%
Medium/
Light
Couponer
0 trips
1 trip
2-3 trips
4 trips
5+ trips
0 trips
1 trip
2-3 trips
4 trips
5+ trips

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. . . And Spend More
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Spend
$50 or more
Medium/Light
Couponers
Spend
$50 or more
Heavy
Couponers
Average Grocery Spend Per Trip

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© 2013 Inmar, Inc. All Rights Reserved.
oftheNewCouponer
Demographics
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© 2013 Inmar, Inc. All Rights Reserved.
Average Number of Coupon Methods Used
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6.43Overall
7.1135+
6.00Under 35
6.76Female
5.68Male
7.32Hispanic
6.12Non-
Hispanic
7.49Kids
5.47No kids

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Key Insights
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around
Hispanic Couponers

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“It takes too much time to clip coupons”
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30%
Hispanic
22%
Non-
Hispanic

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“I am not always sure which stores will accept
my coupons”
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44%
Hispanic
34%
Non-Hispanic

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“There are too many rules/exclusions for using
coupons”
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49%
Hispanic
34%
Non-Hispanic

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“I wish all coupons were digital”
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44%
Hispanic
35%
Non-
Hispanic

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© 2013 Inmar, Inc. All Rights Reserved.
Mobile Use Among Hispanic Shoppers
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Smartphone Users
60% 74%
30%
of Hispanic smartphone users
• accessed coupon
from mobile phone
application
• received coupon as
mobile text alert

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© 2013 Inmar, Inc. All Rights Reserved.
Mobile Use Among Hispanic Shoppers
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Smartphone Users
60% 74%
58%
of Hispanic smartphone users
• want coupons sent to
their mobile phone
for products that they
normally buy
• would like to be able
to present the
coupon to the cashier
using their mobile
phone

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© 2013 Inmar, Inc. All Rights Reserved. 29

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© 2013 Inmar, Inc. All Rights Reserved.
How can I ensure
accountable
promotions and
maintain control over
my budget?
Promotions
Manager:
How can I get direct
access to my shoppers
and leverage new tools
to reach them?
Shopper
Marketing:
How can I prove
out ROI and tie
media campaigns
to sales?
Media/
Digital
How can I reach,
target, and influence
my shoppers
effectively?
Brand
Manager
How can I work with the
retailer in a strategic way,
beyond just markdowns?
Trade

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© 2013 Inmar, Inc. All Rights Reserved.
Challenge to solve:
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Shoppers are using
new and emerging
technologies to help
them to shop smarter.

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© 2013 Inmar, Inc. All Rights Reserved.
Challenge to solve:
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Shoppers expect a
personalized and easy
shopping experience.

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© 2013 Inmar, Inc. All Rights Reserved.
Challenge to solve:
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Shoppers want more
digital coupon options.

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© 2013 Inmar, Inc. All Rights Reserved.
Contact Inmar To Discuss
Our Solutions
• Behavioral Analytics
• Targeted Digital Offers
• Real-Time Scoring and Redemption
• In-Store Partnerships
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Contact your Inmar Representative or reach us at
855.815.2646 | learnmore@inmar.com

35. For more information:
devora.rogers@inmar.com
336.770.3495
Devora Rogers