An overview of the Premium Retail Solutions capabilities on Insights. From research on the customer journey, product specific research to competitive intelligence Premium Insights can help drive your business

1. Premium Insights.
Understand the market and your customers with strategic, actionable data and analytics.

2. Premium Insights offerings.
Premium offers eight unique Insights products.
eCompShop
Market
Intelligence
Product
Optimization
Retail
Diagnostics
Consumer
Experience
Product
Perception &
Recommendation
Consumer
Journey
Market
Trends

3. Consumer journey.
Understand the path to purchase from consideration
through purchase and product use.
• Understand and compare consumer shopping behavior across channels
• Find out where consumers shopped and why
• Identify purchase drivers and profile purchasers
• Map consumer purchase decision process
• Understand information sources and their impact
• Identify pain points, likes and dislikes of purchased products
• Learn about the post-purchase experience

4. Case study: Identifying key drivers along the path.

5. Case study: Identifying key drivers along the path.

6. Customer Experience.
Understand the shopper’s experience through observations and intercepts.
• Observe how consumers shop
• Dwell time, interaction with
products, signage, and store
associates, path to the bay
• Intercept customers while shopping
• Real-time feedback
• Understand purchase drivers,
project
• Eliminate research bias as data not
based on recall
• Compare experience across retailers
60%
40%
64%
36%
58%
42%
Spent time shopping the
bay (whether or not they
ultimately made a
purchase)
Picked up product(s) that
they needed immediately
How Consumers Shop
0%
4%
13%
9%
2%
33%
2% 2% 3%
0%
19%
10%
0% 2% 1% 1%1%
10%
6%
12%
1%
31%
0% 1% 0% 0%
24%
8%
0%
4%
1% 1%
< 1 1 2 3 4 5 6 7 8 9 10 15 18 20 25 30
Time spent shopping bay (minutes)
26%
74%
20%
80%
39%
61%
Yes No
Receive assistance from store associate?
68%
32%
58%
42%
67%
33%
Yes No
Purchase product associate recommended?
Lowe’s
Home Depot
Hardware stores

7. Product Perception & Recommendation.
Measure in-store rate of recommendation, perceptions, and awareness.
• How frequently do associates
recommend brand or model?
• What is associate brand awareness?
• What are perceptions of brands?
• What do associates know about
product (features, installation,
compatibility, use, accessories)?
• Use of data:
• Identify need for training
• Measure impact of in-store
programs
• Compare data across retailers
81%
67%
34%
20%
18%
3%
3%
57%
49%
15%
11%
7%
4%
13%
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
None
Associate mention and recommendation
Mentioned Recommended
0%
6%
23%
56%
15%
Very
difficult
Difficult Neutral Easy Very easy
With the customer in mind, how does
Associate rate assembly?
3%
6%
27%
38%
26%
Not at all familiar
Slightly familiar
Somewhat familiar
Moderately familiar
Extremely familiar
Associate familiarity with EZ Connect
Yes,
whenever
appropriate
, 67%
Sometimes,
28%
No, 5%
Do Associates recommend EZ Connect?

8. Product Optimization.
Identify opportunities to improve product features
• Identify consumer challenges and pain points
associated with product use
• Use data to design new features that offer
solutions to fill a void or improve customer
experience
• Identify attributes that most impact purchase
decision
• Get data that can support marketing
messages on product packaging, on store
POP, and in media
54%
46%
28%
23%
18%
10%
9%
The straps get twisted and tangled
between uses
Hard to release the ratchet
Hard to feed the strap into the
ratchet
The ratchet pinches my fingers
Ratchet handle is too small for my
hands
Takes too long to load and unload
I usually forget how to operate it
Challenges associated with use
Easy to load strap into ratchet
Handle for
bigger hands
New features
address
challenges
consumers face
Quicker, easier
loading
Attribute
Very to mostly
important
Not a factor in
decision
Life (hours) 78% 5%
Output of light/ wattage equivalency 79% 4%
Energy savings 70% 6%
Technology of light bulb 65% 4%
Price 75% 5%
Energy star rating 61% 8%
Color of light (e.g., warm, daylight) 62% 7%
Aesthetics / Look of bulb 46% 10%
Color Rendering Index (“CRI”) 43% 16%
Warranty 39% 15%
Brand 38% 9%
Important attributes
when purchasing a
light bulb

9. Product Optimization.
Derive consumer preference and willingness to pay for features and benefits
• Identify what consumers value
• Through a series of choice
questions, we derive consumer
preference for features and
benefits (e.g., size, warranty,
brand, design, power)
• Vary prices to draw price
adoption curve / amount
consumers are willing to spend
Description Two-Stage gas snow blower
None of
these
options
Clearing Width/
Intake Height
24 in. clearing width
21 in. intake height
Chute Rotation 205 degrees
Chute Operation Joystick Crank Manual
Price $699 $699 $699
Manual
rotation
Crank
Joystick
46% 41% 36%
23% 22% 29%
16% 21% 21%15% 16% 14%
$699, $699, $699 $699, $674, $659 $699, $649, $619Case 1: Case 2: Case 3:
30%
40%
50%
60%
70%
80%
17 19 21 23 25
PercentAdoption
Price Point
Price / Share Curve

10. Product Optimization.
Test new concepts
• Measure likelihood to buy
• Draw adoption curve
• Identify target retail price point
to maximize sales
• Understand unaided price
expectation
• Identify perceptions on
product’s value and uniqueness
14%
11%
27%
29%
18%
14% 13%
19%
34%
21%
Definitely
would not buy
Probably
would not buy
Might or might
not buy
Probably
would buy
Definitely
would buy
Likelihood to buy (no retail)
Consumers Contractors
47% / 55%
Definitely-probably would buy
Price Point Contractor Consumer
$9 - $10 82% 76%
$11 - $12 80% 73%
$13 - $14 78% 69%
$15 - $16 70% 64%
$17 - $18 61% 60%
$19 - $20 53% 56%
$21 - $22 38% 47%
$23 - $24 33% 37%
$25 or more 27% 29%
Likelihood to buy at various retails
• This concept tested very well compared to our concept testing index
• Contractors and consumers expect to pay average of $24.62 and $26.41, respectively
• However, once product is under $20, likelihood to buy is strong (53-56%)
• 69-71% of respondents say they like the product
• 62-65% say it is different from other products in the market

11. Retail Diagnostics.
Determine what is working or not working in retail
Sales not meeting forecast?
Higher than normal returns?
Want to learn from outperforming stores?
• Identify, quantify, and understand the
why behind in-store performance
• Focus on retail levers for success to
determine what is driving / hampering
sales
Merchandising Execution:
In stock, set to planogram, POP
displayed
Assortment:
Right products, brands,
placement, prices
Rate of Recommendation:
Associate recommendations and
knowledge
Customer Satisfaction:
Ratings and reviews, product
returns
Shopping Experience:
Ease of shopping, delivery,
installation, special order
Point of Sale Information:
Packaging, signage, videos, online
integration
Retail Levers for Success

12. Market Intelligence.
Understand category size, share, and competitive landscape.
• Capture share of shelf and compare between
retailers and across regions
• Estimate category size using variety of data
sources
• Understand retailer and brand share
• Insights into in-store promotions, displays,
events, etc.
13% 16% 17% 12%
3% 6% 2% 5%5%
9% 6% 5%6%
2% 6% 9%2%
22% 22% 18%32%
15% 17% 20%
39% 30% 30% 31%
2011 2012 2013 2014
Competitive Landscape: Retailer share
Home Depot
Lowes
Walmart
Online (incl. Amazon)
Costco
Target
Other
20%
3%
4%
5%
6%
7%
8%
9%
10%
13%
29%
41%
Don't recall
Other
TCP
Feit
OSRAM
Utilitech
Lighting Science
Cree
EcoSmart
Sylvania
Philips
GE Lighting
Brand share
20%
28%
16%
23%
16%
13%
6%
1%
21% 21%
13%
31%
24%
12%
7%
3%
2 Pack 4 Pack 6 Pack 8 Pack 12
Pack
16
Pack
24
Pack
32
Pack
Penetration of Pack Size
Walmart Drug stores

13. eCompShop – An Advanced Price Shop Tool
Fast, accurate on-demand price shop
Interactive Excel worksheets to filter
and sort by any attribute
Advanced mapping algorithm
increases efficiency of future shops
Identify gaps in retailers’ assortments
Web-based visualization
tool
Be more efficient and
effective
Stay on top of
competition
The Home Depot
Assortment
Brand American Standard American Standard American Standard KOHLER American Standard KOHLER KOHLER Delta American Standard
SKU # 615584 1001709410 207179 1002160408 1001764464 981150 1000002117 1000053030 $615,356.00
Model # 3186.128ST.020 3376128ST.020 3378.128ST.020 K-45983-0 3378AB128ST.020 K-15409-0 K-45979-0 C41903T-WH 2586.128ST.020
Retail $188.00 $188.00 $188.00 $188.00 $198.00 $198.00 $198.00 $199.00 $199.00
Finish White White White White White White White White White
Bowl Shape Round Round Elongated Elongated Elongated Round Elongated Round Elongated
Bowl Height 16.5 16.5 16.5 16.5 16.5 16.5 16.5 16.5
Gallons per Flush 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.3 1.1
# of Pieces 2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0 2.0
Flush Type Single Single Single Single Single Single Dual Single Single
Rating 4.2 4.8 4.4 4.5 4.4 4.4 4.1 2.5
Number of Reviews 323 23 353 34 25 406 113 145
LOWES
Assortment
Brand KOHLER American KOHLER American American American
Model # 14799-0 700AA101.020 45989-0 710FA.101.021 3381.216.020 2793.128NT.020
Retail $189.00 $189.00 $199.00 $199.00 $199.00 $209.00
Finish White White White Off-white White White
Bowl Shape Elongated Elongated Elongated Elongated Elongated Elongated
Bowl Height 16.50 16.50 16.50 16.50 16.50 16.50
Gallons per Flush 1.28 1.28 1.60 1.28 1.60 1.28
# of Pieces 2.00 2.00 2.00 2.00 2.00 2.00
Flush Type Single Single Dual Single
Rating 4.5 4.5 4.5 4
Number of Reviews 23 103 64 242 73 66
MENARDS
Assortment
Brand Eljer Eljer Mansfield American
Model # 0913275N_ST-00B 0910120-001BW 3916CTK 733BA.051.020
Retail $188.00 $189.99 $199.00 $199.00
Finish
Bowl Shape Elongated Elongated Elongated Round
Bowl Height 16.50 16.50 16.50 16.50
Gallons per Flush 1.60 1.28 1.60 1.60
# of Pieces 2.00 2.00 2.00 2.00
Flush Type Single Single Single Single
Rating
Number of Reviews
Breadth GAP in
Lowe's
Assortment
Breadth GAP in
Lowe's
Assortment
Breadth GAP in
Lowe's
Assortment
Breadth GAP in
Lowe's
Assortment
Price GAP in
THD
Assortment
Breadth GAP in
Lowe's
Assortment
Breadth GAP in
Lowe's
Assortment

14. Market Trends.
47%
42%
7%
4%
38%
42%
10% 9%
37%
41%
9%
13%
26%
32%
7%
34%
Incandescent CFL Halogen LED
Market trend: LED adoption at expense of incandescent and CFL
Jul-10
Feb-11
Jun-11
Apr-12
Apr-13
Feb-14
57%
49%
15%
7%
13%
57% 56%
12% 14%
7%
Brand A Brand B Brand C Brand D None
Associate rate of recommendation
April August December
Brand B conducted associate training in May - Dec
6%
43%
20%
11% 8% 13%
Design preference
• All things change…
Technology improves, consumer
preferences shift, brand perceptions
change, new players enter the
market, purchase behaviors change
• Measure consumer perception and
adoption of new technologies
• Track associate awareness and
recommendation of brands
• Predict best-selling designs
• Impact marketing, training, operations,
product development, and strategy.
View evolving trends with regularly scheduled insights.
None

15. Category Experience
Much of our business is made up of repeat business from existing clients.
Product Categories
LED lighting
Mobile phones
Bathtubs & showers
Shower doors
Virtual reality
Decorative lighting
Decking
Hammers
Mechanics hand tools
Tool aprons and rigs
Fireplaces
Tablets / eReaders
Consumer Electronics
Knee pads
Irrigation
Tape Measures
Welding
Water coolers
Light bulbs
Industrial racking
Medicine cabinets
Rolled wire and post
Batteries
Moulding & trim
Sheds
Televisions
Snow blowers
Wind turbines
Kitchen cabinets
On Star
Tub and Sink Drains
Security doors and windows
Grills
Ladders
Pet containment / kennels
Fencing
Tie down ratchets
Surge protectors
Bath fans
Work gloves
Generators
Fasteners
Grill thermometers
Landscape lighting

16. How we get there.
The Premium approach.
• Customization.
• Quantitative research. Online surveys and
targeted panels
• In-store research. Audits, customer and
associate observations, customer
intercepts and secret shops
• Qualitative research. Focus groups and
individual interviews
• Strategy. Working closely with clients to
integrate data and insights to all aspects of
development and marketing
• Experience. What sets us apart from the rest.
We know retail

17. Marthe Souza
VP, Consumer Insights and Business
Development
5000 Highlands Parkway, SE, Suite 270
Smyrna, GA 30082
premiumretailsolutions.
com
msouza@premiumretail.com
o
678.279.8250
c
404.964.9584