Appendix A: Store Overview, Comparison

Appendix A: Store Overview, Comparison Source: Kantar Retail research and analysis Overall: Neighborhood Market is bigger in size, store count, market reach, and it has more services

Appendix B: Neighborhood Market Layout Lawrenceville, Georgia Source: Kantar Retail store visits, analysis

Appendix C: Dollar General Market Layout Athens, Georgia Source: Kantar Retail store visits, analysis Refrig/Frozen Refrig Produce

Appendix D: Category Comparison Overview SKU Count Price Point Source: Kantar Retail analysis; store visits

Appendix D: Mustard Assortment Detailed Comparison Source: Kantar Retail analysis; store visits

Appendix E: Paper Towel Assortment Source: Kantar Retail analysis; store visits Detailed Comparison

Appendix F: Mouthwash Assortment Source: Kantar Retail analysis; store visits Detailed Comparison

Appendix G: Market’s Overall Branding “Local Grocer”, In-line With Walmart’s Brand Positioning as a “local grocery”, with “fresh”, “fast”, “new” and “bright” Links to Walmart’s brand, with added health/grocery imagery and green color tones Source: Kantar Retail store visits, and analysis

Appendix H: Store Level Messaging Family-friendly and navigation aiding imagery Navigation aids in English, Spanish “Save Money, Live Better” Within aisle… …and overhead Source: Kantar Retail analysis; store visits

Appendix I: Shelf Level Messaging Impulse, GM Services link Rollbacks for value Bake ware in baking aisle Source: Kantar Retail analysis; store visits

Appendix J: Overall Branding Differentiation as a Grocer First, a Dollar Store Second Source: Kantar Retail analysis; store visits Green = Fresh Consistent Value Messaging

Appendix K: Store Level Messaging Incorporating “Shop-ability” Into Thinking Source: Kantar Retail analysis; store visits Brand reminders Visual augments Navigational aids

Appendix L: Shelf Level Messaging Interplay Between Value and Brands Source: Kantar Retail analysis; store visits National brands bolster overall value proposition Rounded price points facilitate purchase tracking Comparability focus $1 price points

Appendix A: Store Overview, Comparison

Appendix A: Store Overview, Comparison

Presentation Transcript

Appendix A

APPENDIX OVERVIEW

Appendix A

Appendix “ A ”

Appendix A

Store Comparison

Store Overview

APPENDIX A:

Appendix A

Appendix: Automated Methods for Structure Comparison

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Appendix A

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Appendix A

Online Product Comparison Store

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Appendix A