Shopper Scape Snapshot Why Are Shoppers Shopping Walmart

Shopper. Scape® Snapshot Why Are Shoppers Shopping Walmart, Target Less Often? June 2013

Shopping frequency at Walmart and Target has held fairly steady from last year. Significantly fewer shoppers report shopping Target less this year compared with 2012, and significantly more report maintaining their shopping frequency. Shopping Frequency at Walmart/Walmart Supercenter Compared With a Year Ago (among shoppers who shop at Walmart/Walmart Supercenter) 64% 65%* 2012 22% 15% Shopping Frequency at Target/Super. Target Compared With a Year Ago (among shoppers who shop at Target/Super. Target) 2013 20% Shopping more often Shopping about the Shopping less often compared with a year same compared with a year ago ago Greater percentages of shoppers are shopping Target less often vs. a year ago than are shopping Walmart less *Read as: 65% of Walmart shoppers surveyed in May 2013 said that they are shopping Walmart about the same compared with a year ago. Note: Arrows indicate a statistically significant difference from 2012 (90% confidence level) Source: Kantar Retail Shopper. Scape®, May 2012 and May 2013 3/4/2021 © Kantar Retail 2013 2

Overall, shoppers are just shopping less—but Walmart and Target shoppers are equally as likely to be shopping the retailers less in search of convenience, value; Walmart shoppers are more concerned with finding a more pleasant shopping experience in general, and better than one-quarter of Target shoppers are replacing some of their Target trips with Walmart. Top Reasons for Shopping Walmart/Walmart Supercenter Less Compared with a Year Ago Shopping less in general Other retailers offer a more pleasant shopping experience Shopping other retailers that are convenient to home/work Can find better overall value at other retailers Doing more of my shopping at supermarkets 40%* 28% 25% 22% 20% Top Reasons for Shopping Target/Super. Target Less Compared with a Year Ago Shopping less in general Shopping more at Walmart/WMSC Shopping other retailers that are convenient to home/work Can find better overall value at other retailers Doing more of my shopping at supermarkets 42% 26% 25% 21% 16% Roughly equal percentages are shopping Walmart or Target less because they are shopping dollar or online more *Read as: 40% of Walmart shoppers who are shopping the retailer less compared with a year ago said they are doing so because they are shopping less in general. Source: Kantar Retail Shopper. Scape®, May 2013 3/4/2021 © Kantar Retail 2013 3

Less-frequent Walmart Have Not shoppers are switching to dollar stores (and Haves to Target), whereas less-frequent Target Have Nots make more trips to Walmart. Have Nots are more likely to be cutting back on shopping compared with Haves. Reasons for Shopping Walmart, Target Less Often Compared With a Year Ago (among shoppers who indicate shopping the retailers less often) Walmart/Walmart Target /Super. Target Supercenter Have Nots significantly more likely Have Nots Haves than Haves to be shopping less in general, shopping dollar more (<$60, 000) ($60, 000+) Sample size 390 302 523 306 Shopping less in general 45%* 33% 44% 37% Shopping other retailers that are convenient to home/work 24% 27% 26% 23% Other retailers offer a more pleasant shopping experience 22% 35% 8% 8% Can find better overall value at other retailers 22% 21% 22% 20% Shopping more at dollar stores 21% 6% 15% 10% Shopping more at supermarkets 20% 21% 14% 20% Shopping more at retailers that allow me to get in and out quickly 19% 17% 7% 9% Doing more of my shopping at other types of retailers 14% 15% 11% 9% Dividing shopping among more stores instead of one-stop shopping 13% 10% 8% 11% Other retailers carry more of the items I need 13% 12% 13% Shopping more at Target/Super. Target 13% 25% n/a Shopping more at online retailers like Amazon. com 11% 15% 10% 13% Shopping more at warehouse clubs 8% 11% 6% 14% Shopping more at Walmart/Walmart Supercenter n/a 29% 21% Other 21% 16% 17% 18% *Read as: 45% of Have Not Walmart shoppers who are shopping the retailer less compared with a year ago said they are doing so because they are shopping less in general. Shading indicates significantly greater percentage between Have-Nots, Haves (corresponding shopper bases); 90% confidence level. Source: Kantar Retail Shopper. Scape®, May 2013 3/4/2021 © Kantar Retail 2013 4

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