Top Performances in EcommerceTop CPG Performances in 2015

tim.wilson@1010data.com

@timwilson1000

ECOMMERCE VISIBILITY= DIFFERENTIATOR

HOW TO APPROACH ACHIEVING VISIBILITY

REAL WORLD EXAMPLES

ECOMMERCE VISIBILITY= DIFFERENTIATOR

BENEFITS OF A MULTI-SOURCE DATA APPROACH

REAL WORLD EXAMPLES

What Do These Athletes Have in Common?

Wayne Gretzky Joe Montana Serena Williams

How Do You Get a Clear Line of Vision in a Rapidly Changing Retail Environment?

Mobile PersonalizationPredictive Analytics

Subscription Services

32%

11%

39%

23%

-13%

42%

18% 17%

33%29%

71%

-20%

0%

20%

40%

60%

80%

Electronics Clothing Home Sports Books Health Beauty VideoGames

Toys Office Pet

Fastest Growing Online Categories

Source: 1010data Consumer Purchase Panel

ECOMMERCE VISIBILITY= DIFFERENTIATOR

HOW TO APPROACH ACHIEVING VISIBILITY

REAL WORLD EXAMPLES

Step One: Identify the Key Questions That Matter Most To Your Business

What share of the shopper wallet do I have

compared to competitors?

How’s my business performing with online

shoppers?

Which regions are seeing high-growth in commercial building

development?

What are major economic trends

affecting my industry?

What is the shopper online path to purchase?

Where are customers spending when they’re not spending with me?

Step Two: Map The Data To Answer Your Business Questions

Credit Card Transactions Online & In-app Purchases Building Permits

Anonymous credit transaction data from 5MM U.S. and 1.3MM Canadian consumers updated daily

Anonymous item-level detail on online and mobile application purchases from 2.9MM U.S. consumers updated weekly

Residential and Commercial building permit and project line

item detail for jurisdictions updated daily

Sector Indices

Major US sector level indices useful for early reads on Macro inflections, sourced from 5MM U.S. consumers updated daily.

Online Transactions (Coming Soon)

Anonymous item)-level detail about online clickstream

purchases from 4MM U.S. consumers updated daily

Debit Card Transactions

Anonymous credit transaction data from 4.5MM U.S. consumers updated daily

What share of the shopper wallet do I have compared to competitors?

How’s my business performing with online shoppers?

Which regions are seeing high-growth in commercial building development?

What are major economic trends affecting my industry?

What is the shopper online path to purchase?

Where are customers spending when they’re not spending with me?

Weather

US Census

Credit/Debit Transactions

E-receipts

Ecom Insights

Building Permits

1st Party Data

Powered by 1010data’s cloud-based platform

companies can combinemulti-sourced data,

blend data at the user level and help

enterprises of any size and complexity unify

their data sources

Step Three: Blend, Match, and Combine Data To Create a Holistic, Multi-Source View of Your Business

Public Data

ECOMMERCE VISIBILITY= DIFFERENTIATOR

BENEFITS OF A MULTI-SOURCE DATA APPROACH

REAL WORLD EXAMPLES

CPG GROWTH OUTPACES TOTAL ECOMMERCE GROWTH

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

31.9%

42.4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Total Ecom CPG

CPG vs Total E-Com Growth 2015 YOY U.S.CPG vs Total E-Com Growth 2015 YoY US

Top 10 CPG Categories in YoY Online Growth

85%

75% 74%71% 68% 68% 66%

63% 63% 61% 60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Top 10 CPG Categories YOY Ecom Growth U.S.

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

Top 10 CPG Categories YoY Ecom Growth US

Top 10 CPG Categories in YoY Online Growth

85%

75% 74%71% 68% 68% 66%

63% 63% 61% 60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Top 10 CPG Categories YOY Ecom Growth U.S.

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

Top 10 CPG Categories YoY Ecom Growth US – Largest Brands ($)

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Largest CPG Categories in $ Sales Online

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

Largest CPG Categories in $ Sales Online US 2015

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Largest CPG Categories in $ Sales Online

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

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Largest CPG Brands in $ Sales Online

Pampers OptimumNutrition

Wellness Hill's PetNutrition

Clinique Huggies Blue Buffalo QuestNutrition

Taste Of TheWild

Purina Sephora

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

Largest CPG Brands in $ Online 2015 US

$160

$140

$120

$100

$80

$60

$40

$20

$0

Fastest Growing Online Brands +$20M Sales

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

0%

20%

40%

60%

80%

100%

120%

140%

Dove Hill's PetNutrition

Purina Nature'sVariety

San FranciscoBay Coffee

Kind Taste Of TheWild

Huggies QuestNutrition

Gillette

Top 10 Fastest Growing Online Brands $20M+ Sales US 2015

Fastest Growing Online Brands +$5M Sales

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

Fastest Growing Brands Online $5M+ Sales U.S. 2015

DISRUPTIVE BUSINESS MODELS- AMAZON

Amazon Disrupting the Speaker Market

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

Amazon Bose Sonos Logitech Jawbone JBL Sony

2015 Total Speaker Sales Share of $

1182%

4.60%

-7.80%

6.80%

51.00%

43.90%

-23.10%

55%

$ Growth

Year over Year Change in Share of Speaker Sales Online

All Speakers

Sony

JBL

Jawbone

Logitech

Sonos

Bose

Amazon

Amazon Disrupting the ________ (HH Battery) Market

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

Amazon Disrupting the ________ Market

Source: 1010data Consumer Purchase Panel 01/01/15- 12/31/15

How Effective Is Subscribe N’ Save?

$63 $58

$39 $37

$22 $12

$205

$175

$112

$97

$72

$46

$-

$50

$100

$150

$200

$250

Health Grocery Baby Home Pet Beauty

Mill

ion

s

2014

2015

+ 228% + 225% + 277%+ 200% + 188% + 162%

Top Selling Categories in Amazon Subscribe & Save2014 vs. 2015

In 2015, Chewy’srevenue

approached

$500M, and

will double in

2016

Retailer Spotlight

Source: 1010data Consumer Purchase Panel

Amazon Subscribe & Save would be a Top 25 Online

Retailer on its own

Top 10 Brands on Amazon Subscribe & Save

1) Pampers

2) Huggies

3) Hill's Pet Nutrition

4) Wellness

5) Cottonelle

6) Quilted Northern

7) Kind

8) Gillette

9) Garden Of Life

10) Sparkle

Source: 1010data Consumer Purchase Panel

Top 10 Amazon Dash Buttons

1) Tide

2) Bounty

3) Cottonelle

4) Glad

5) Gatorade

6) Finish Dishwasher Detgnt

7) Amazon Elements – Baby Wipes

8) Kraft Macaroni & Cheese

9) Clorox Wipes

10) Smartwater

Source: 1010data Consumer Purchase Panel

Share of Amazon Dash Buttons Sold

Source: 1010data Consumer Purchase Panel 2016

Share of Amazon Dash Buttons Sold

Each Holiday, Amazon Gains Share Against WMT

Source: 1010data Consumer Purchase Panel 2016

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

2012 Q12012 Q22012 Q32012 Q42013 Q12013 Q22013 Q32013 Q42014 Q12014 Q22014 Q32014 Q42015 Q12015 Q22015 Q32015 Q42016 Q1

Retail Dollar Share Trending - USD $

WMT

AMZN

TGT

CVS

WAG

DISRUPTIVE BUSINESS MODELS- FOOD DELIVERY

Disruptive Business Models-Food Delivery

Online food delivery has grown approximately 40%

in 2015 vs. 2014 in both total number of orders and

in total dollars spent.

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

Source: 1010data Consumer Purchase Panel January 2015 to December 2015

Food Delivery Market Share in 2015Total Dollars

How Big Are The Orders?

Service Order SizePostmates $33.24Doordash $28.77

Caviar $27.26Eat24 $24.19

Munchery $22.79Grubhub $22.01Pizza Hut $21.60Seamless $20.78

Delivery.com $20.22Wingstop $19.98

Papa John's $18.45Domino's Pizza $17.34Panera Bread $14.31Jimmy John's $12.76

All $16.92

Source: 1010data Consumer Purchase Panel

PROMOTIONAL OPPORTUNITIES

Understanding The Online Market Basket

Oreo Double Stuf SandwichCookie

Pop-Tarts, Frosted Brown SugarCinnamon

Sunshine Cheez-It OriginalBaked Snack Crackers

Chef Boyardee Ravioli, Beef

Quaker Chewy Granola Bars,Variety Pack

Shoppers of

Strawberry Pop-Tarts have the highest purchase

affinity with

Oreos (Double Stuf)

Source: 1010data Consumer Purchase Panel

Oreo Double Stuf Cookies

Honey Nut Cheerios

Jif Creamy Peanut Butter

Nature Valley Peanut Butter Bars

Planters Honey Roasted Peanuts

Heinz Tomato Ketchup

Charmin Ultra Soft Toilet Paper

Nutella Basket Affinity Index

Cross-Merchandising Opportunities through Basket Affinity Analysis

Increased % of Oreo shoppers purchasing Nutella

from 5% to the industry

average 15%, which

equated to $3M incremental revenue

Source: 1010data Consumer Purchase Panel

What Should Retailers and Brands Do?

• SEE THE FIELD: Look both inside and outside your 4 walls

• ANTICIPATE NEEDS: How can you be more convenient?

• RESPOND QUICKLY: Invest in flexible solutions

Thank You

Questions?