ONLINE RETAIL IS GROWING, but not as fast as offline brick-and-mortar is contracting. Many retailers are reporting that customers who shop online don’t come in store much, if at all, and vice versa. Customers who shop online tend to expect greater selection, cheaper prices and free shipping, which erode margins that are already battered by price-match strategies.

All of this change has two new buzzwords — BOPIS (Buy Online, Pickup In Store) and BISBO (Buy In Store, Buy Online) — permeating retailers’ mission control centers, as they work to grow transaction counts and healthier margins.

Retail is steeped in traditional “markdown” events, which still work, and which have recently been proven once again necessary. But many shopping trends are not being closely addressed, and now retail is playing catch-up.

The good news for retail and the brands they sell is that shoppers are willing to change their behaviors in ways that are more advantageous to the industry. Shoppers just need (and in most cases are not offered) the right incentives to do so.

parago just completed a national shopper study to identify the best opportunities to grow better margins for brands and retail. BOPIS and BISBO are at the top of the list of behavioral changes shoppers are willing to make. But meeting their expectations requires better synergies between online and in-store, including improved service and the right incentives. All are achievable by marrying new strategies with traditional retail experiences.

Launching such change may seem a little daunting, given all the challenges in the market. But the brands and retailers that plan now to work together will be the first to plant their flag on the next horizon.

Please reach out with your questions, thoughts and suggestions. We can provide a customized view for you, including retailers shopped online and in-store, displayed by key demographics such as age, income and ethnicity.

launch better online and in-store strategies

CONTENTSMETHODOLOGY 2KEY DISCOVERIES 4BOPIS & BISBO HAVE LANDED 6CONVENIENCE & PRICE 8ONLINE SHOPPING CATEGORIES 10

PEOPLE PREFER PREPAID 12PRICE SENSITIVITY 14SOCIAL MEDIA 16ECONOMICS 16APPENDIX 17

Good selling!

Rodney MasonCMOrodney.mason@parago.com972.538.7336twitter.com/rodmooseBO

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GENDERfemale 57%

male 43%

AGE18–22 7%

23–29 18%

30–39 14%

40–49 16%

50–59 21%

60+ 23%

ETHNICITY (select all that apply)American Indian or Alaskan Native 3%

Asian or Pacific Islander 5%

Black or African American 10%

Hispanic or Latino 12%

White or Caucasian 74%

prefer not to answer 3%

REGIONPacific 19%

Mountain 8%

West North Central 7%

West South Central 10%

East North Central 16%

East South Central 4%

New England 6%

Middle Atlantic 18%

South Atlantic 12%

EDUCATION

less than high school 1%

high school diploma 8%

some college 22%

vocational/technical degree 5%

college graduate 37%

graduate school 26%

EMPLOYMENTemployed full time 53%

employed part time 13%

unemployed 6%

homemaker 4%

student 6%

retired 15%

disabled, not able to work 4%

INCOME<$19,999 15%

$20,000–$49,999 27%

$50,000–$99,999 34%

$100,000–$199,999 20%

$200,000+ 5%

OWN VS. RENTown 55%

rent 45%

RELATIONSHIP STATUSmarried or civil union 47%

widowed/divorced/separated 14%

living with significant other 12%

never married 27%

HOUSEHOLD SIZE1 21%

2 41%

3 17%

4 13%

5 5%

6+ 3%

CHILDREN AT HOME?no children in household 70%

children in household 30%

AGE(S) OF CHILDREN LIVING AT HOME (select all that apply)under age 10 39%

ages 10–18 47%

over 18 38%

methodology parago conducted this national shopper study in July 2014 to identify the best incentives to drive online and in-store traffic. 1,992 adults who represent US consumers completed this survey.

0% 100% 0% 100%

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numbers may not add up to 100 due to rounding

the preference for online shopping is rocketingIn most shopping categories, offline brick-and-mortar experiences are still preferred. However, online is speeding up overall and — for some products and services — is actually the way consumers want to purchase. This study includes across-the-board insights.

incentives accelerate BOPISThe majority of shoppers BOPIS (Buy Online, Pickup In Store) at least a few times per year. With the right incentives, many say they will do so more often.

reduce shipping costs and boost transactionsConsumers like free shipping, but the costs erode your margins. Offering a BOPIS incentive will drive incremental transactions and reduce shipping costs while driving incremental in-store purchases.

the online ascent is fueled by convenience and priceConvenience and price are the most important reasons people now buy online. That’s why it’s imperative for brands and retailers to make the in-store experience more convenient and a better value. For example, picking up in-store most often beats shipping time and cost; add an incentive for in-store pickup to offer even more value.

consumers demand more valueThe majority of consumers continue to believe that the US economy is headed in the wrong direction. In fact, one-third of shoppers report that they are purchasing less for this reason. They need more value to stimulate incremental purchases.

shoppers want more social offersAlthough social media use is on the rise for shopper research, this study reveals that no single platform is a primary influencer — yet. Our insights do show which social platforms consumers are using, and that there are not enough offers propagated through social.

price-match incentives intercept showroomingOver 80% of adults 18–48 years old have a smartphone. Of these shoppers, a majority regularly compares prices and makes purchases on their smartphone while standing in-store. And most of them are using Amazon and Google as launch pads for price-match searches. Price-match incentives tip the scale back to brick and mortar.

motivated shoppers stay in your orbitOffer the incentives shoppers want in order change their purchasing habits, and they will shop you more often. We asked, and consumers told us they prefer prepaid debit cards over retailer gift cards and other types of rewards.

our key discoveries4

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how often do you buy online and pickup in store?shoppers are exploring new frontiers

BOPIS & BISBO HAVE LANDED

82% of shoppers would BOPIS for a $10 rebate on a $50 purchase

a few times per year 54%

monthly 7%

weekly 3%

64% OF SHOPPERS ALREADY BOPIS

(buy online, pickup in store) — sometimes

retailers can drive higher spend by tying reward to second purchase

55% OF SHOPPERSwho make a $25 online

purchase would purchase in store within 2 weeks for a

$10 rebate on a $35 purchase

61% OF SHOPPERSwho make a $25 in-store purchase would purchase

$35+ online within 2 weeks if a $10 rebate doubles to $20

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the online ascent is fueled by convenience and priceThe most important reason people now buy online is convenience. Last year, price was the runaway winner. But given the greater likelihood for retailers to offer price-match deals, price has slipped to a very close #2.

However, when you drill down into very specific customer categories — such as 18–29 year old smartphone owners — price still beats convenience.

CONVENIENCE AND PRICE RULE

why do shoppers buy online? select all that apply

convenience 77%

price 67%

selection 53%

other 9%

That’s why it’s imperative for brands and retailers to make the in-store experience more convenient and a better value. For example, picking up in store most often beats shipping time and cost; add an incentive for in-store pickup to offer even more value to your customers.

what 18–29-year-old smartphone consumers prefer select all that apply

convenience 79%

price 77%

selection 64%

other 4%

launch BISBO — observationWhile your customer is in store, make sure at least one purchase is made on the spot. This is where BISBO (Buy In Store, Buy Online) can be a powerful tool. Use tablets, kiosks or trained sales associates to enable brick-and-mortar shoppers to order out-of-stock, online-only products and other complementary merchandise before walking out the door. If you connect the dots for your customers, they will buy more from you, more often.

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the preference for online shopping is accelerating In many categories, consumers are starting to prefer to buy online. A surprising discovery is that many shoppers would prefer to BOPIS (Buy Online, Pickup In Store) so many of these items.

retail category prefer to buy online

would BOPIS

appliances, large 7% 45%

appliances, small 24% 51%

auto parts 16% 25%

beauty 24% 24%

bedding & linens 24% 33%

clothing (women’s, men’s, children’s) 43% 38%

electronics (computer, TV, stereo, tablet, headphones) 50% 57%

fitness equipment (treadmill, cross trainer) 8% 23%

entertainment (movies, games, books) 58% 38%

furniture (couches, tables, bed frames) 12% 34%

home improvement (smart thermostat, water heater, tools) 12% 29%

infant or toddler supplies (high chair, bedding, stroller, toys) 7% 13%

jewelry 19% 22%

lawn & garden 11% 29%

luggage 7% 21%

mattresses 4% 19%

medical (devices, medications, vitamins, nutraceuticals) 16% 21%

optical (contacts, glasses) 8% 16%

office supplies (paper, coffee, refills, pens) 23% 29%

paint & supplies 4% 17%

pet products 22% 27%

shoes (women’s, men’s, children’s) 31% 29%

sporting goods (shoes, workout clothes, uniforms, hats) 20% 26%

toys 19% 23%

wireless phones 17% 26%

ONLINE SHOPPING VARIES BY CATEGORY

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motivated shoppers stay in your orbit Providing the right rewards can bring customers back for more purchases. Most retailers are missing the mark on the rewards that drive spendback to the store. They opt for perceived cheaper options because they don’t understand the value and pull offering the right reward can deliver.

PEOPLE PREFER PREPAID

“which reward would you prefer to receive in store?”prepaid Visa card 47%

store gift card (good online or in store) 26%

store “bucks” (reward dollars good online or in store) 14%

loyalty rewards 8%

“which reward would you prefer to receive from an online retailer?”prepaid Visa® card 48%

store gift card (good online or in store) 24%

store “bucks” (reward dollars good online or in store) 10%

none 7%

store gift code good for online purchases 6%

loyalty rewards 6%

’tis always the season for BOPISThe busy holiday shopping season does not hinder the propensity for BOPIS or BISBO (Buy In Store, Buy Online) offers: 63% of consumers want these offers during this peak time.

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showrooming is still on a steep trajectoryNow that over 80% of adults 18–48 years old own a smartphone, it’s no surprise that showrooming is more common than ever. In fact, a majority of these shoppers not only compare prices while in store, they make online purchases while they’re standing there. The top two tools they use are Amazon and Google.

CUSTOMER PRICE SENSITIVITY IS HEATING UP

If a store uses a price-match™ rebate, shoppers would buy from the store vs. the online retailer.

$5 price difference on a $50 item will push the purchase to Amazon.*

would buy from Amazon if a $50 item in store were $45 on Amazon 63%

would buy from Amazon if a $50 item in store were $40 on Amazon 82%

would buy from Amazon if a $100 item in store were $90 on Amazon 76%

would buy from Amazon if a $100 item in store were $80 on Amazon 91%

top ways consumers check prices on smartphones while in storeAmazon 60%

Google 60%

apps 31%

other comparison websites 40%

Last year, Amazon was used twice as often as Google. Growing smartphone penetration — of the Android™ platform in particular — has increased Google use. Now, it is imperative to intercept competitors in store. You can do so by making your own online experience Android- and iOS-mobile friendly. Also, optimize for mobile search and establish an in-store pricing strategy that is competitive with Amazon and other online retailers.

*parago’s “Dynamic Pricing in a Smartphone World: A Shopper Showrooming Study,” 2013

where shoppers look for dealsWhen pre-shopping for deals, 53% of consumers use product-search or price-comparison websites (such as Google Shopping, PriceGrabber, Shopping.com, etc.). Deal and coupon websites (such as FatWallet and Slickdeals) are also used by 41% of consumers when pre-shopping.

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To give retailers and brands deeper insights into their markets, we identified consumers’ preferred places to shop, both online and in store. We discovered the best opportunities to drive more online customers in store and push in-store customers online. In many cases, we can identify opportunities to grow share in both environments.

For example, we’ve identified several retailers that have greater share of available online customers, but not as much share of in-store shoppers. That means there should be significant opportunity to grow in-store revenues by driving online customers in store with the right offers.

In several cases, we found the opposite situation. Some retailers would benefit from driving in-store customers online to choose from a broader selection of items that are related to the items purchased in store.

The next few pages include summaries of consumers’ retailer preferences for online and offline, reported by ethnicity. This is just one of many ways to organize and analyze the data from this study. Reach out to me directly if you’d like a custom look at your opportunities to drive greater BOPIS and BISBO that will lead to increased transactions and total aggregate spend.

Rodney MasonCMO

rodney.mason@parago.com

972.538.7336

APPENDIX:SHOPPING HABITS BY ETHNICITY

a bigger viewPinterest is the leader in social mediaSocial media is underutilized by retail and brands to drive customers to make purchases either online or in store. Retailers and brands need to invest more in social and deliver shopping-focused messages. If they don’t, they’ll miss a significant opportunity to grow online and in-store traffic.

top 5 social media sites used when planning to shopPinterest 9.0%

Facebook 8.8%

YouTube 6.8%

Instagram 1.4%

Twitter 1.2%

the economy is a big challengeFinding ways to build shopper confidence in total value will unlock incremental spend.

67% believe the country is headed in the wrong economic direction.

46% of these people — one-third of the total population — spend less because of this belief.

ECONOMICS

SOCIAL MEDIA

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promote price via social60% of consumers want to find discounts and purchase incentives via social media. 66% follow brands. The vast majority are not receiving discounts via social, hence social is not driving purchase, even though shoppers want it to.

store Caucasian Hispanic African American Asian AVERAGE

Amazon 75% 70% 61% 58% 72%

Walmart 31% 34% 47% 27% 33%

Target 26% 28% 28% 29% 27%

Best Buy 25% 27% 27% 22% 26%

Barnes & Noble 24% 20% 18% 16% 23%

Apple 22% 21% 19% 19% 21%

Kohl’s 16% 12% 12% 13% 16%

The Home Depot 16% 17% 15% 16% 16%

Overstock.com 16% 14% 12% 13% 15%

JCPenney 16% 14% 23% 7% 16%

Lowe’s 16% 12% 16% 13% 15%

Bed Bath & Beyond 15% 13% 12% 8% 15%

Zappos 14% 12% 11% 12% 13%

Macy’s 14% 13% 23% 19% 15%

Sears 12% 14% 18% 12% 13%

Office Depot 12% 11% 13% 13% 12%

PetSmart 12% 9% 6% 12% 11%

Staples 11% 9% 10% 13% 11%

Costco Wholesale 11% 14% 6% 15% 11%

Old Navy 10% 13% 16% 11% 11%

Bath & Body Works 10% 10% 14% 7% 10%

Newegg 10% 7% 6% 9% 8%

Walgreens 9% 13% 18% 6% 10%

Petco 9% 8% 6% 10% 9%

AT&T 9% 9% 12% 10% 9%

Verizon 8% 8% 10% 8% 8%

Sephora 7% 9% 10% 14% 8%

Williams-Sonoma 7% 5% 3% 7% 7%

Toys"R"Us 7% 12% 12% 6% 8%

OfficeMax 7% 9% 11% 7% 8%

store Caucasian Hispanic African American Asian AVERAGE

Target 61% 52% 55% 56% 59%

Walmart 57% 59% 67% 47% 58%

Walgreens 48% 46% 53% 35% 47%

The Home Depot 47% 40% 36% 45% 45%

Lowe’s 45% 29% 34% 39% 42%

Best Buy 45% 38% 45% 36% 44%

Bed Bath & Beyond 44% 29% 37% 38% 41%

CVS 41% 44% 50% 41% 42%

Kohl’s 39% 29% 28% 33% 37%

Barnes & Noble 38% 31% 27% 35% 35%

JCPenney 35% 34% 40% 30% 35%

Ace Hardware 34% 25% 20% 25% 32%

PetSmart 33% 30% 20% 28% 31%

Macy’s 31% 34% 42% 47% 33%

Office Depot 30% 28% 26% 31% 29%

Sears 30% 30% 30% 26% 30%

T.J.Maxx 28% 26% 28% 33% 28%

Costco Wholesale 27% 34% 18% 39% 27%

Bath & Body Works 27% 28% 36% 27% 28%

Staples 27% 22% 24% 24% 26%

Petco 27% 28% 13% 24% 25%

Old Navy 24% 29% 31% 24% 24%

Marshalls 23% 29% 26% 28% 24%

OfficeMax 22% 21% 18% 22% 22%

DICK'S Sporting Goods 22% 11% 9% 20% 19%

RadioShack 21% 21% 23% 26% 21%

AutoZone 21% 22% 25% 14% 21%

Kmart 21% 25% 33% 26% 23%

Sam’s Club 21% 21% 30% 22% 22%

Pier 1 Imports 20% 16% 15% 20% 19%

top 30 stores shopped online(shopped by % of population = unique visitors; does not reflect share of spend)

top 30 stores shopped in store(shopped by % of population = unique visitors; does not reflect share of spend)

APPENDIX:CAUCASIAN SHOPPING HABITS

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store Hispanic African American Asian Caucasian AVERAGE

Amazon 70% 61% 58% 75% 72%

Walmart 34% 47% 27% 31% 33%

Target 28% 28% 29% 26% 27%

Best Buy 27% 27% 22% 25% 26%

Apple 21% 19% 19% 22% 21%

Barnes & Noble 20% 18% 16% 24% 23%

The Home Depot 17% 15% 16% 16% 16%

Overstock.com 14% 12% 13% 16% 15%

Sears 14% 18% 12% 12% 13%

JCPenney 14% 23% 7% 16% 16%

Costco Wholesale 14% 6% 15% 11% 11%

Macy’s 13% 23% 19% 14% 15%

Bed Bath & Beyond 13% 12% 8% 15% 15%

Walgreens 13% 18% 6% 9% 10%

Old Navy 13% 16% 11% 10% 11%

Kohl’s 12% 12% 13% 16% 16%

Lowe’s 12% 16% 13% 16% 15%

Zappos 12% 11% 12% 14% 13%

Toys"R"Us 12% 12% 6% 7% 8%

Dell 12% 3% 6% 7% 7%

Office Depot 11% 13% 13% 12% 12%

Bath & Body Works 10% 14% 7% 10% 10%

Babies"R"Us 10% 7% 5% 5% 6%

PetSmart 9% 6% 12% 12% 11%

AT&T 9% 12% 10% 9% 9%

Sephora 9% 10% 14% 7% 8%

OfficeMax 9% 11% 7% 7% 8%

Staples 9% 10% 13% 11% 11%

CVS 9% 11% 4% 6% 7%

Petco 8% 6% 10% 9% 9%

store Hispanic African American Asian Caucasian AVERAGE

Walmart 59% 67% 47% 57% 58%

Target 52% 55% 56% 61% 59%

Walgreens 46% 53% 35% 48% 47%

CVS 44% 50% 41% 41% 42%

The Home Depot 40% 36% 45% 47% 45%

Best Buy 38% 45% 36% 45% 44%

Costco Wholesale 34% 18% 39% 27% 27%

Macy’s 34% 42% 47% 31% 33%

JCPenney 34% 40% 30% 35% 35%

Barnes & Noble 31% 27% 35% 38% 35%

Sears 30% 30% 26% 30% 30%

PetSmart 30% 20% 28% 33% 31%

Kohl’s 29% 28% 33% 39% 37%

Lowe’s 29% 34% 39% 45% 42%

Bed Bath & Beyond 29% 37% 38% 44% 41%

Old Navy 29% 31% 24% 24% 24%

Marshalls 29% 26% 28% 23% 24%

Petco 28% 13% 24% 27% 25%

Office Depot 28% 26% 31% 30% 29%

Bath & Body Works 28% 36% 27% 27% 28%

T.J.Maxx 26% 28% 33% 28% 28%

Ace Hardware 25% 20% 25% 34% 32%

Kmart 25% 33% 26% 21% 23%

Ross 23% 21% 26% 13% 15%

Staples 22% 24% 24% 27% 26%

AutoZone 22% 25% 14% 21% 21%

Sam’s Club 21% 30% 22% 21% 22%

OfficeMax 21% 18% 22% 22% 22%

RadioShack 21% 23% 26% 21% 21%

Payless 21% 30% 20% 18% 19%

top 30 stores shopped online(shopped by % of population = unique visitors; does not reflect share of spend)

top 30 stores shopped in store(shopped by % of population = unique visitors; does not reflect share of spend)

APPENDIX:HISPANIC SHOPPING HABITS

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store African American Asian Caucasian Hispanic AVERAGE

Amazon 61% 58% 75% 70% 72%

Walmart 47% 27% 31% 34% 33%

Target 28% 29% 26% 28% 27%

Best Buy 27% 22% 25% 27% 26%

Macy’s 23% 19% 14% 13% 15%

JCPenney 23% 7% 16% 14% 16%

Apple 19% 19% 22% 21% 21%

Sears 18% 12% 12% 14% 13%

Walgreens 18% 6% 9% 13% 10%

Barnes & Noble 18% 16% 24% 20% 23%

Lowe’s 16% 13% 16% 12% 15%

Old Navy 16% 11% 10% 13% 11%

The Home Depot 15% 16% 16% 17% 16%

Bath & Body Works 14% 7% 10% 10% 10%

Kmart 13% 5% 6% 8% 7%

Office Depot 13% 13% 12% 11% 12%

Kohl’s 12% 13% 16% 12% 16%

Bed Bath & Beyond 12% 8% 15% 13% 15%

Foot Locker 12% 5% 2% 4% 3%

Overstock.com 12% 13% 16% 14% 15%

AT&T 12% 10% 9% 9% 9%

Toys"R"Us 12% 6% 7% 12% 8%

Payless 12% 6% 3% 4% 4%

Sam’s Club 11% 7% 7% 5% 7%

Nordstrom 11% 11% 7% 5% 7%

CVS 11% 4% 6% 9% 7%

Zappos 11% 12% 14% 12% 13%

OfficeMax 11% 7% 7% 9% 8%

Forever 21 11% 14% 4% 8% 5%

Staples 10% 13% 11% 9% 11%

store African American Asian Caucasian Hispanic AVERAGE

Walmart 67% 47% 57% 59% 58%

Target 55% 56% 61% 52% 59%

Walgreens 53% 35% 48% 46% 47%

CVS 50% 41% 41% 44% 42%

Best Buy 45% 36% 45% 38% 44%

Macy’s 42% 47% 31% 34% 33%

JCPenney 40% 30% 35% 34% 35%

Bed Bath & Beyond 37% 38% 44% 29% 41%

Bath & Body Works 36% 27% 27% 28% 28%

The Home Depot 36% 45% 47% 40% 45%

Lowe’s 34% 39% 45% 29% 42%

Kmart 33% 26% 21% 25% 23%

Old Navy 31% 24% 24% 29% 24%

Sam’s Club 30% 22% 21% 21% 22%

Sears 30% 26% 30% 30% 30%

Payless 30% 20% 18% 21% 19%

Kohl’s 28% 33% 39% 29% 37%

T.J.Maxx 28% 33% 28% 26% 28%

Barnes & Noble 27% 35% 38% 31% 35%

Marshalls 26% 28% 23% 29% 24%

Office Depot 26% 31% 30% 28% 29%

AutoZone 25% 14% 21% 22% 21%

Staples 24% 24% 27% 22% 26%

RadioShack 23% 26% 21% 21% 21%

Toys"R"Us 22% 16% 14% 20% 16%

Ross 21% 26% 13% 23% 15%

Foot Locker 20% 10% 6% 13% 8%

Ace Hardware 20% 25% 34% 25% 32%

PetSmart 20% 28% 33% 30% 31%

Costco Wholesale 18% 39% 27% 34% 27%

top 30 stores shopped online(shopped by % of population = unique visitors; does not reflect share of spend)

top 30 stores shopped in store(shopped by % of population = unique visitors; does not reflect share of spend)

APPENDIX:AFRICAN AMERICAN SHOPPING HABITS

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top 30 stores shopped online(shopped by % of population = unique visitors; does not reflect share of spend)

top 30 stores shopped in store(shopped by % of population = unique visitors; does not reflect share of spend)

store Asian Caucasian Hispanic African American AVERAGE

Amazon 58% 75% 70% 61% 72%

Target 29% 26% 28% 28% 27%

Walmart 27% 31% 34% 47% 33%

Best Buy 22% 25% 27% 27% 26%

Apple 19% 22% 21% 19% 21%

Macy’s 19% 14% 13% 23% 15%

Barnes & Noble 16% 24% 20% 18% 23%

The Home Depot 16% 16% 17% 15% 16%

Costco Wholesale 15% 11% 14% 6% 11%

Sephora 14% 7% 9% 10% 8%

Forever 21 14% 4% 8% 11% 5%

Lowe’s 13% 16% 12% 16% 15%

Office Depot 13% 12% 11% 13% 12%

Staples 13% 11% 9% 10% 11%

Kohl’s 13% 16% 12% 12% 16%

Overstock.com 13% 16% 14% 12% 15%

Zappos 12% 14% 12% 11% 13%

Sears 12% 12% 14% 18% 13%

PetSmart 12% 12% 9% 6% 11%

Old Navy 11% 10% 13% 16% 11%

Nordstrom 11% 7% 5% 11% 7%

AT&T 10% 9% 9% 12% 9%

Petco 10% 9% 8% 6% 9%

Gap 10% 6% 6% 7% 6%

H&M 10% 3% 5% 8% 5%

Newegg 9% 10% 7% 6% 8%

zulily 9% 6% 4% 2% 5%

Bed Bath & Beyond 8% 15% 13% 12% 15%

Verizon 8% 8% 8% 10% 8%

Crate & Barrel 8% 5% 4% 4% 5%

store Asian Caucasian Hispanic African American AVERAGE

Target 56% 61% 52% 55% 59%

Walmart 47% 57% 59% 67% 58%

Macy’s 47% 31% 34% 42% 33%

The Home Depot 45% 47% 40% 36% 45%

CVS 41% 41% 44% 50% 42%

Lowe’s 39% 45% 29% 34% 42%

Costco Wholesale 39% 27% 34% 18% 27%

Bed Bath & Beyond 38% 44% 29% 37% 41%

Best Buy 36% 45% 38% 45% 44%

Walgreens 35% 48% 46% 53% 47%

Barnes & Noble 35% 38% 31% 27% 35%

Kohl’s 33% 39% 29% 28% 37%

T.J.Maxx 33% 28% 26% 28% 28%

Office Depot 31% 30% 28% 26% 29%

JCPenney 30% 35% 34% 40% 35%

PetSmart 28% 33% 30% 20% 31%

Marshalls 28% 23% 29% 26% 24%

Bath & Body Works 27% 27% 28% 36% 28%

Sears 26% 30% 30% 30% 30%

Kmart 26% 21% 25% 33% 23%

RadioShack 26% 21% 21% 23% 21%

Apple 26% 19% 17% 15% 18%

Ross 26% 13% 23% 21% 15%

Nordstrom 26% 14% 12% 15% 14%

Forever 21 26% 11% 17% 17% 12%

Ace Hardware 25% 34% 25% 20% 32%

Staples 24% 27% 22% 24% 26%

Petco 24% 27% 28% 13% 25%

Old Navy 24% 24% 29% 31% 24%

Sam’s Club 22% 21% 21% 30% 22%

APPENDIX:ASIAN AMERICAN SHOPPING HABITS

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we create engaging solutions that inspire action & impact resultsReach out to me directly if you’d like a custom look — including key demographics, store preferences, categories and motivators — at your opportunities to drive greater BOPIS and BISBO that will lead to increased transactions and total aggregate spend.

Rodney MasonCMO

rodney.mason@parago.com

972.538.7336

twitter.com/rodmoose