1. Core Competencies Presentation
SPOTLIGHT:
Hispanic Shopping Highlights
April 2011
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2. Contents…
 SPOTLIGHT: Hispanic Shoppers
Multicultural Population
Hispanic CPG Spending
BRANDWEEK On Hispanic Retail
Hispanics & Food Shopping
Don’t Mess With Hot Mama: The Latina Shopper
Hispanic Retail Channels & Some Retailers Doing It Right
 ShopShop Core Competencies
Background
Brand & Marketing Knowledge
FOCUS: Shopper Marketing Expertise
Consumer-Based Retail Planning Approach
Flexible Working Model
Contact Information
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4. By 2050, more than half of the US
population will be non-white,
(African-American, Asian, or Hispanic)
representing both a historic cultural
shift and huge economic opportunity.
Source: The Nielsen Company, 2010
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5. Multicultural Population: SNAPSHOT
ETHNICITY 2009 % 2015 % 2050 %
TOTAL POPULATION 307,007 325,540 439,010
HISPANIC 48,419 16% 57,711 18% 132,792 30%
BLACK 39,641 13% 42,137 13% 56,944 13%
Asian 14,014 5% 16,527 5% 34,399 8%
33% 36% 51%
 Hispanics will account for 44 % of the nation’s population growth
 Limited Black population growth will be predominantly in the South
 Asians, the fastest growing group, will grow mostly in the West & Northeast
Source: US Census, Estimates & Projections of the Population by Sex, Race,
and Hispanic Origin for the United States: 2010 to 2050 July 1, 2009
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6. Multicultural Population: SNAPSHOT
CALIFORNIA 2009 % 2015 %
TOTAL POPULATION 36,962 40,123
HISPANIC 13,681 37% 16,411 41%
BLACK 2,454 7% 2,933 7%
Asian 4,690 13% 6,962 17%
56% 66%
 California Ranked #1 as state with largest population
 #1 Hispanic Population & Population Growth
 #1 Asian Population & Population Growth
 New York, Texas, Florida Significant MC Growth
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7. The multicultural business opportunity for brands is projected to reach
$520 billion by 2050, up 74% from $299 billion today.
Source: The Nielsen Company, 2010
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8. Hispanics
today…
The nation's 45+ million
Hispanics outspend non-
Hispanics on CPGs by 13%,
spending $34 billion annually,
projected to jump 53% to
$52 billion by 2015.
Source: Symphony SRI Group, May 2010 8

9. …on hispanic retail activation.
“Shift ad spend from TV to in-store
merchandising. The store shelf, where 70% of
purchasing decisions are made, is the last
frontier for swaying purchase behavior.
An LCD screen on a shopping cart may be a
more direct way to woo Hispanics than the ads
on the big screens in their living rooms.”
Brandweek, Hispanic Shopper Marketing Do's and Don'ts, April 30, 2009
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10. Hispanics
and food shopping…
 Shop groceries 26x per month vs. 8.8 for GM
 Spend $133 per week vs. $91 for GM (+32%)
 1/3 Participate in in-store promotions
 78% purchased the featured product
 Shopping is a family outing for all
ages from abuelos to niños
 Prefer stores that resonate
with the sights, sounds,
smells and sensibilities of
their homeland
Sources: Food Marketing Institute (FMI), 2010; Brandweek, Hispanic 10
Shoppers Turn to Promotions, Feb 2, 2010; Nielsen, 2007

11. DON’T MESS
WITH HOT MAMA.
The Latina Shopper
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12. She’s a highly food-
involved, smart, efficient
and value-oriented
shopper— a consumer
group that brands ignore
at their own peril.
Source: Selig Center for Economic Growth, Terry
College of Business, University of Georgia.
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13. She’s far less satisfied with her
shopping experiences than the
general market consumer;
3X as many Latinas say they wished
they’d gone to another store.
Source: Selig Center for Economic Growth, Terry
College of Business, University of Georgia.
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14. Top 10 Satisfaction Drivers:
1. STAFF FRIENDLY/HELPFUL 55%
2. FUN PLACE TO SHOP 53
3. ENJOYED TRIP 42
4. ENJOYABLE MUSIC PLAYING 39
5. SERVICE PEOPLE CAN HELP DECIDE 39
6. ITEMS IN-STOCK 38
7. SHUTTLE SERVICE 38
8. CAN GET IN/OUT QUICKLY 37
9. EMPLOYEES HELP FIND 36
10. INVOLVED IN LATIN COMMUNITY 34
Source: Unilever Research, 2007
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15. Latinas are far more aware
(by a 48% to 36% margin) of specials before
going to the store than GM shoppers.
 60% rely on
direct mail
grocery fliers
vs. 38% for GM
Sources: HOT (Hispanic Opinion Tracker), 2008; 15
Food Marketing Institute (FMI), 2010

16. Even within the store, her
awareness of specials is higher
than the general market’s.
Source: HOT (Hispanic Opinion Tracker), 2008
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17. Location, Location, Location.
1 in 4 Latina shoppers walk or take
public transport, compared to just 1
in 33 of general market consumers.
Store proximity is the #1 reason
for store selection; a 4:1 margin over
low prices, the #2 reason.
That’s significant, considering her
constant search for value.
Source: Unilever Research, 2007
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18. She knows her needs beforehand,
hence a full 56% of her trips are
routine vs. 26% in the general market.
54% of her total grocery spending occurs on
routine trips vs. 22% in the general market.
20% of her routine trips are for today vs.
virtually zero for the general market.
Source: Unilever Research, 2007
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19. WHERE THE RUBBER
MEETS THE ROAD.
Retail Stores
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20. channels
Supermercado Mass Farmacia
y
Super Store
PRIMARY #3 CHOICE FOR
In areas where HISPANICS
CHANNEL FOR mass RESTOCKING
94% OF merchandisers THEIR PANTRY
HISPANICS and supercenters
have a strong Latinas don’t associate
…although they low prices with the
presence…
are more likely to drug channel,
shop multiple
HALF OF ALL just hot deals.
retail channels for
foods and HISPANICS
consumer goods VISIT THEM AT
than non-Latinos. LEAST ONCE A
WEEK
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Source: Food Marketing Institute (FMI), 2010

21. channels
Conveniencia “Health Food”
Tiendas de Club
y Y Orgánicas
Gasolineras
Latinas look to club Latinas are willing to
stores for special pay a price for the
ACCULTURATED
occasions, routine, and ready-to-eat foods and
HISPANICS VISIT
urgently needed items. quality produce that
2X’S AS OFTEN AS
are hard to find.
3 OF 5 CLUB STORE UNACCULTURATED
TRIPS ARE WITH HISPANICS SHOP
24% of Hispanics spend
SOMEONE WHO’S HEALTH FOOD
$26-$50 when
NOT A MEMBER STORES 2X’S AS
shopping compared to
OFTEN AS THE GM
14% for non-Hispanics.
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Source: Food Marketing Institute (FMI), 2010, Mintel 2007

22. Core
Competencies
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23. Jacqueline B. Reynolds
CEO, Expert Shopper
– 25-Year Hispanic Marketing Veteran
– Puerto Rican & 100% Fluent Latina
– 10-Years @ The Coca-Cola Company
– CPG, Media, Agency, Technology, Retail
– 500+ Retail Activation Programs
– Experience w/ All Retail Channels
– Grocery & Bodegas
– Mass Merch
– Super Stores
– Drug Channel
– Convenience / Petroleum
– Club Stores
– Education
– Theatres
– Arenas
– Concessions
– Department Stores
– Online, E-Commerce
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24.  Small Multicultural Shopper
Marketing Consulting Practice
• Established Nov 2009
• US Hispanic, African American, Asian
• Los Angeles-based
• 25+ Years of Expertise
• Strategic Alliances in MC Community
• Minority-Owned (to be MBE Certified)
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25.  Key Strategic Alliances
• Awarded Multicultural Experience
• Seamless Activation to Clients
• Innovators In Their Field:
• Hispanic Marketing
• Insights
• Planning
• Retail Activation
• Design
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26. Adrenalina Kohl’s
Albertsons L’Oreal
All State Lucayan Beach Resort &
Alma DDB Casino
American Airlines Mad River Teas
AOL Latino McDonald’s
AT&T Meijer
Armor All Merck
Barq’s Rootbeer MGM
Bermuda Dept of Tourism Microsoft
Blockbuster Video Motorola
Bromley Communications Mr PiBB
Brown Forman MTV Tres
Bush’s Beans Navarro Pharmacy
California Lottery Nationwide Insurance
Carnival Cruise Lines Nestea
Casanova Pendrill Nestle
Chrysler Nickelodeon
Clorox
Coca-Cola CLASSIC
Payless Shoe Source
PepsiCo
 Marketed The World’s
Colombia Pictures
Corona
Pine-Sol
PowerAde
Biggest Brands
Cricket Progresso Soups
Dasani Publix
Dell Purdue • Consumer Packaged Good (CPG’s)
Diario Las Américas
Dieste
Red Bull
Sears, Roebuck & Co. • Top Global Retailers
Diet Coke
Disney
Sedano’s
SíTV
• Multicultural Agencies
Dodge Sony Music • Multicultural Media
Eckerd Drugs Sprite
Exito State Farms Insurance • Technology
Exxon Mobil
Fanta
Subway
Sunkist Growers
• Entertainment
FedEx
Ford Motor Co.
Surge
TAB
• Health & Beauty
Fox TV Telemundo Networks • And Every Other Category
General Mills Terra
Georgia Pacific Tommy Hilfiger
GlobalHue Latino Univision
Glad United Airlines
GlaxoSmithKline US Army
Hidden Valley US Census
Hostess US Navy
HR Block Vanilla Coke
Jack Daniel’s Verizon
Jeep Walmart
Johnson & Johnson Winn-Dixie
Keebler Xbox 26
Kingsford Charcoal Yoplait

27.  Deep Understanding of
Marketing Mix
• Research
• Planning
• Creative Development
• Advertising
• Promotions
• Events
• PR & Community Relations
• Cause Marketing
• Sports Marketing
• Branded Entertainment
• Product Placement
• Measurement / ROI
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28.  FOCUS: MC Shopper Marketing
• Customer & Brand Planning
• In-Store & E-Commerce
• Merchandising
• Sampling
• Retail Holiday Activation
• Occasion Based Bundling
• Consumer Promotions
• Grand Openings & Events
• System Communication
• Brand Market Tours
• Category Management
• Program Measurement
• ROI Modeling
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29. Approach Retail
Consumer-based
Activation Planning
• Competitive Landscape
Situation Assessment • Consumer Research
Opportunity ID • SWOT Analysis
Objectives • S.M.A.R.T. Objectives
Strategies • High-level Strategies
• Exactly What Will Be Done, With
Tactics Timing & Costs
• Month-By- Month Retail Activation
Calendar Outlook
Budget • All Costs: OOP, Labor
• ROI Model
Measurement • Volumetrics
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30.  Flexible Working Model:
• Detailed Scope of Work (SOW)
• Formal Estimates
• Market Tests
• Project Work
• Monthly Retainer
• Billed Hourly or By Project
• Weekly Reporting
• Direct Communication w/ CEO
• An Extension Of Your Team
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31. the shopshopinc
(310) 374-SHOP
jreynolds.theshopshop@verizon.net
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