myths

1. myths Three around In-Store Precision Marketing

2. Our primary goal is to build capability • Global Workshop • Customer Portal • Blog • Monthly calls • Web based interactive framework • Step by Step Guide • Business cases

3. 3 myths around bringing In-Store Precision Marketing to life … 1 It only works if I have shopper loyalty card data 2 I don’t have the resources or capability to make it happen on my own 3 It’s all about improving the beverage section

4. Myth: • I need shopper loyalty card data to segment shoppers • Data sources like household panel and point-of-sale can also help us understand how shoppers shop and what they buy in-store • Reality: High • Used Nielsen household panel data available through existing CCR service contracts to segment shoppers based on Sparkling category engagement and KO loyalty • Developed distinct strategic platforms around small basket and large basket trips, including proposed differentiated pack-price offerings for specific market area • Identified $12 million in category growth opportunities • Evolved customer dialogue from price negotiation to category growth collaboration(sharing internal basket data) Loyalty card Cost Point-of-sale (POS) Household panel Low Broad Deep Data Complexity

5. I don’t have the resources or internal capabilities to make it happen on my own • Myth: • Local market teams can receive hands-on assistance through both detailed project planning documentation and on-site consultation • Reality: • South Korea BU Shopper Marketing associate completed short-term assignment in Atlanta to deepen her shopper knowledge and work with Global Shopper team • Used loyalty card data from existing shopper portal (dunnhumby Shop) and heat maps to understand what shoppers buy by trip type (small vs. large basket segmentation) and how they shop the store • Developed strategic platforms for Sparkling category by trip type, with opportunities estimated to drive 25% category growth • Facilitated internal and customer workshops with Global Shopper team support to share insights and develop joint activation plans • Currently testing activation tactics in pilot store: • First position for Sparkling in beverage section • Adjacency displays near destination categories (pizza, fresh meats, deli) Available now on Customer Portal

6. Myth: • It’s all about improving the beverage section • The majority of grocery trips are small baskets, where shoppers most likely are on a quick trip and not likely to visit the beverage section. • Reality: In-Store Precision Marketing • Analyzed 56 million baskets (over 6 million Club Carrefour members) and determined that 77% are small baskets • Small basket trips in Carrefour Spain are growing, but are 3X less likely to include our Cola brands(compared to large baskets) • Developed a differentiated customer activation plan grounded in consumer context (from Category Vision) and focused on capturing more small baskets through occasion-based messaging and secondary placement with adjacencies • Targeted opportunities estimated to drive 16% category growth • Food pairings • Menu boards • Pizza combo meals • Promotion (adjacency with charcoal for grilling) Drinking with Food P I T A • Adjacencies (leisure items) Leisure at home • Promotion (adjacency with healthy snacks) • Promotion (adjacency with Coca-Cola + Aquabonaor Minute Maid) Healthy Balance