The future of retail is the Intelligent Store that empowers retail associates and delivers a more productive and fulfilling shopping experience for consumers. Learn about the findings of the 2011 shopper survey.

1. Retail Leaders Discuss New
Shopper Experience Research:
Tomorrow‟s Intelligent Store

2. Cognizant‟s Annual Shopper
Experience Study
2

3. What is the shopper experience?
A Zillion Promo focused Apps and Few hundred Retailer Native Apps!
Websites!
A Million Mall experience and Out of 4000+ Social Apps spreading the word!
store – Shop easy solutions!
Retailers must teach the new
3 | ©2012, Cognizant ways of shopping

4. The future of shopping is upon us
• Easy to brush aside shopper • The whole world knows complaints
complaints instantly
• Variability of pricing not known or • Full and instant access to all your
understood offers
• You were the only source of • Independent third parties put offers
information together
• Everything was time-boxed • Everything is 24 x 7
• Everything is seen and touched • Virtual shopping decision making
• Task workers • Knowledge workers
• Dumb in-store assets • Interactive in-store assets
• Focus on fundamentals • Focus on fundamentals
Retailers must re-integrate the
4 | ©2012, Cognizant shopping experience

5. Methodology – United States
• Survey conducted November 2011 Male
30% Emerging
• 1503 shoppers surveyed in the Elders Gen Y
United States Female
70% Baby
• Baselined against 4000 shopper Boomers Gen X
survey in May 2010 and 2011
• 70% female to 30% male to mirror
influence in buying decisions Under $25,000
• Age groups are split into four large $25,000-$49,999
segments with an emphasis on $50,000-$74,999
Baby Boomers $75,000-$99,000
$100,000-$149,999
• Income group breakout matches the $150,000-$199,999
overall population picture $200,000+
Prefer not to answer
5 | ©2012, Cognizant

6. What is the shopper experience?
Research Shop Transact Post Sale
6 | ©2012, Cognizant

7. What is the shopper
experience?
RESEARCH
7

8. Traditional methods (at least from
the last 10 years) still hold sway.
Prior to making a purchase decision, what steps are you most likely to use to
ensure you have all the relevant information
Web Research 52% Retailer Web
Manufacturer website 32%
research
preference
Family & Friends 28%
exploded
Discount Sites (i.e. Coupons.com) 26% since May
2011
Shopping Comparison Site 17%
Research with Smartphone or Tablet 14%
Review social networking sites (i.e. Facebook) 9%
0% 10% 20% 30% 40% 50% 60%
Small, but doubled
since May But Gen Y is ramping up the usage
8 | ©2012, Cognizant of smartphone and tablets

9. “What‟s on the box” is still important
If each of the following were available, which would be your preferred method
to receive product information
Better information on product packaging 68%
Signs or cards on store shelves 65%
Informed store associate 53%
Dynamic display that allows you to scan
30%
product information
Online customer feedback on store site or
29%
social media platform
Review publications (i.e. Consumer Reports) 29%
Scanning with personal mobile device 27%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Continues to grow but still
wide disparity with
traditional methods Shoppers lowered expectations on
9 | ©2012, Cognizant store associate knowledge & signage

10. There‟s no overwhelming preference to
use mobile methods for retail services
If a retailer offered the following services for a mobile device, indicate how
likely you would be to use them on a scale of 1 to 10
Coupons 5.8
Product and price lookup 5.4
Ability to instantly use loyalty program awards/offers 5.3
Store locator 5.3
Product comparisons 5.2
Ability to place an order 5.1
View your status/points in the store loyalty program 5.0
Ability to receive location, personalized or time-based product
4.7
offers
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
High income indexes
higher for contextual offers While mobile is dramatically
10 | ©2012, Cognizant increasing, no feature stands out.

11. Have shoppers been turned off by the
retailer mobile experience to-date?
If a retailer offered the following services for a mobile device, please indicate
how likely you would be to use them using the 10-point scale
Coupons 7.0
5.8
Product & Price 6.6
5.4
Product comparison 6.0
5.2
6.2 2010
Store locator 5.3 2011
Ability to place an order 5.9
5.1
View/Use loyalty 5.6
rewards 5.0
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
This was a startling statistic
11 | ©2012, Cognizant from the survey

12. But as with all things retail, you need to
know who your customer is
If a retailer offered the following services for a mobile device, indicate how
likely you would be to use them on a scale of 1 to 10
4.0
Ability to instantly use loyalty program awards/offers 5.0 6.0 6.5
Ability to receive location, personalized or time-based product 3.2 4.3
offers 5.3 5.8
3.4 4.6
View your status/points in the store loyalty program 5.7 6.2
3.8 5.0 5.7
Ability to place an order
6.1
4.4 5.4
Coupons 6.5 7.0
Emerging Elders 3.9 4.9
Store locator 5.8 6.6
Baby Boomers 3.7
Product comparisons 4.9 5.9 6.6
Gen X
3.7 5.0
Gen Y Product and price lookup 6.1 6.9
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
When do you chase “Generation Y”
12 | ©2012, Cognizant behavior & attitude?

13. Interesting Tidbits
• Time is money - higher incomes over-index
for web research versus other segments
• Your mom reads the newspaper - 40% of
females use when shopping for groceries
• Internet is best for apparel research
information
• Discount/deal sites preferred to geo location
sites for all groups
13 | ©2012, Cognizant

14. In Summary - What did we learn?
• Social Media is not the dominant driver of
decision making
• “On the box” still dominates
• Retailer mobile solutions seemed to
regress in preference
• Retailer web-based research is preferred
• Mobile research on the rise, but still not
preferred
Carefully understand the social
14 | ©2012, Cognizant media hype

15. What is the shopper
experience?
SHOP
15

16. Checkout speed, a key aspect of the
customer experience, tops consumer issues
Which of the following experiences do you dislike most when shopping
in a store?
Out of stock on the product you seek 75%
Slow checkout 71%
Store associates with poor product knowledge 44%
Will not provide a cash refund even with a receipt 29%
The in-store price is different than the online price 28%
The in-store promotion is different than the online No movement
16%
promotion since May
Will not accept a return without a receipt 13% 2011
Will not accept return from another store within the chain 12%
No refund for online purchase 11%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Dwindling customer experience
16 | ©2012, Cognizant forces shoppers to seek alternatives

17. Generation Y is even more sensitive to
price inconsistency
Which of the following experiences do you dislike most when shopping
in a store?
76%
Out of stock on the product you seek 77%
77%
70%
71%
Slow Checkout 69%
75%
69% Emerging Elders (Year End)
Baby Boomers (Year End)
58%
46% GenX (Year End)
Store associates with poor product knowledge
39% GenY (Year End)
33%
17%
The in-store price is different from the online 27%
price 30%
39%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Are we creating retailer agnostic
17 | ©2012, Cognizant generation Y customers?

18. Execution issues indexed higher
than all others
Which of the following experiences do you dislike most when shopping
in a store?
A product is marked "on sale" but when you
get to the cash register, it rings up at the 87%
regular price, or a different price
Store is difficult to navigate through - too
75%
cluttered, and/or with poor access to aisles
Poor promotional signage - no clear way to
70%
know what is on sale
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Customer experience will determine
18 | ©2012, Cognizant retailers long-term viability

19. Shoppers are telling you how to fix the poor
associate knowledge problem
In general, which of the following would you most like to see improved
among store associates?
Ability of store associates to match competitive
69%
online prices
Improved customer service skills enabled by
61%
technology
More store associate engagement in the aisles with
60%
check-out processing capabilities
Better electronic access to product information,
53%
inventory location and ordering
Better product knowledge enabled by smart phone,
27%
tablets and digital signage
More multi-lingual store associates 8%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Knowledgeable assisted sales drive
19 | ©2012, Cognizant transaction size and satisfaction

20. Interesting Tidbits
• Male shoppers continue to exhibit an
increasing level of frustration with slow
check out
• Facebook tied with Groupon, at least
for the Gen Y’s
• Personalized store experience – more
important for men than women
• Women have a lower tolerance than men
for poor store service
• Older shoppers consistently have higher
expectations of store associates
20 | ©2012, Cognizant

21. In Summary - What did we learn?
• In-Stock Position is King
• The Basics Still Rule
• Shoppers Want Technology-Enabled
Associates
• Cross-channel Price Inconsistency
Is an irritant, especially Generation Y
• Poor Associate Knowledge
Shopper sophistication is
21 | ©2012, Cognizant increasing rapidly

22. What is the shopper
experience?
TRANSACT
22

23. Time is money, for you and your customers
In general, which of the following would you most like to see improved
among store associates?
Wait in line 58%
Slow or inattentive cashiers 50%
Products without stock numbers 42%
Bar code that does not work at check-out 34%
0% 10% 20% 30% 40% 50% 60% 70%
Probably nothing new here…
23 | ©2012, Cognizant

24. Mobile Payments – not ready for prime time
Which aspect of the check-out process at a store do you dislike?
Not being able to use a personal mobile device to checkout 5%
0% 10% 20% 30% 40% 50% 60%
How likely would you be to pay using a personal mobile device (scale of 1 to 10)
Gen Y 5.1
4.7
Gen X 4.3 Coupons & gift
4.6
cards preferred. 2011
Baby Boomers 3.4
4.0 Interest in Paypal 2010
Emerging Elders 2.2
3.1
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0
Standards and customers in US
24 | ©2012, Cognizant are not ready

25. Yet preferences in other countries
suggest its coming
How likely would you be to pay using a personal mobile device
China 7.7
Hong Kong 6.8
Singapore 6.8
UK 4.2
North America 3.7
1 3 5 7 9
US-Based Global retailers need
25 | ©2012, Cognizant a mobile payments strategy

26. Shoppers want simple coupon
redemption and no paper
If a retailer offered the following new or alternative payment methods,
how likely would you be to use them?
Coupons/gift cards 8.3
Pay using a mini store loyalty card that attaches
6.0
to your key ring
PayPal or other third-party online services that
5.2
allow payments to be made through the Internet
Retailer‟s own e-wallet service with pre-filled out
4.3
credit authorization
Pay using a personal mobile device 3.7
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0
Aggregating coupon management
26 | ©2012, Cognizant and loyalty is the next frontier

27. Everyone wants a better coupon
management system
How likely would you be to pay using alternative coupons/gift cards
Gen X 8.5
Gen Y 8.4
Emerging Elders 8.3
Baby Boomers 8.3
0.0 2.0 4.0 6.0 8.0 10.0
Fast check-out, happy customers.
27 | ©2012, Cognizant Seems reasonable.

28. Interesting Tidbits
• Gen Y’s want to use digital coupons from
mobile devices
• Younger shoppers increasingly want
mobile payment options
• Level of income has little bearing on
like/dislike of mobile methods
• Gen Y’s more sensitive to wait in line
than Emerging Elders, yet more
accepting of „self checkout‟
• Men more likely than women to pay using
mobile devices or 3rd party services
28 | ©2012, Cognizant

29. In Summary - What did we learn?
• Mobile Payments are not a shopper
priority…
• …but in Europe and Asia Pacific it is!
• Coupon management is a huge sore
customer pain point
• Slow check-out remains an enigma
Europe and Asia are driving a new
29 | ©2012, Cognizant transactional model

30. What is the shopper
experience?
POST SALE
30

31. Multi-Channel is now expected by shoppers
Which store service offerings do you value 1st and 2nd
Ability to purchase a product in the store and have it delivered
54%
to your home at no extra charge
Ability to purchase a product online and pick it up in the store 46%
Are you
Ability to automatically redeem a retailer or manufacturer there yet?
43%
coupon
Ability to purchase a product online, have it delivered to your
39%
home, and return it (if needed) to the store
Ability to purchase a product in the store and return it (if
8%
needed) using online procedures
Ability to purchase a product via a personal mobile device and
6%
pick it up in the store This is worth a
Ability to purchase a product via a personal mobile device, have conversation
3%
it delivered to your home, and return it (if needed) to the store today!
0% 10% 20% 30% 40% 50% 60%
Mobile Commerce not yet
31 | ©2012, Cognizant demanded but usage certainly rising

32. When things go wrong shoppers still want
to talk to a live body
If a retailer provided access to customer service/product representatives how
likely would you be to use this service
Phone Assistance 6.4
Text/Call to receive Live Associate
5.2
assistance
Text 4.6
Video 4.2
0.0 2.0 4.0 6.0 8.0 10.0
When you have an issue in-store, which means of communication are you
most likely to use?
Ask to speak with the Store Manager 6.7
Send an email to the retailers through the “contact us” link … 6.3
Call the retailer’s “800” customer service number 5.7
Post comments to your personal social networking network … 4.3
Post comments on retailer pages within social networking… 4.0
32 | ©2012, Cognizant 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 10.0

33. Generation Y uses newer methods to connect
If a retailer provided access to When you have an issue in-store,
customer service/product which means of communication
representatives how likely would are you most likely to use?
you be to use this service
Ask to speak with the Store 5.9
4.9 Manager 6.7
Video assistance
4.2
Call the retailer’s “800” 5.1
customer service number 5.7
5.9
Text assistance
4.6 Gen Y
Gen Y Post comments on retailer
pages within social 5.0
All Shoppers networking sites (i.e. 4.0 All Shoppers
Text/Call to receive Facebook, Twitter)
6.3
Live Associate
assistance 5.2 Post comments to your
personal social networking 5.3
network (i.e. friends and 4.3
family)
6.4
Phone assistance Send an email to the retailers
6.4 through the “contact us” link 6.1
on the reteailers website or 6.3
mobile site
0.0 2.0 4.0 6.0 8.0
0.0 2.0 4.0 6.0 8.0
33 | ©2012, Cognizant

34. Interesting Tidbits
• Cash is king, at least for women - More
likely to want a cash refund than men
• Gen Y more likely to try alternative
customer service contact methods like
Text and Video, but phone is still #1
• Older shoppers quicker to go to the store
manager, and younger shoppers are right
behind them
• Gen Y will make their displeasure more
widely known via Facebook, Twitter and
other sites
34 | ©2012, Cognizant

35. In Summary - What Did We Learn?
• Cross-Channel Fulfillment is now
“Table Stakes”
• Mobile commerce lags
• Nothing beats a live voice or person
• A bad experience is now communicated virally
Post-sale execution is even
35 | ©2012, Cognizant more critical to loyalty

36. The 10 Megatrends we highlighted last year
Taking Off
Taking the Store to the Shopper
Shopper Demand for Consistent Cross-
Channel Experiences Drives Retailer
Organizational Integration
Distributed order management Integrates the
Retailer
Social Media and Product Development Collide
The Death of the Task Worker
Generation Y Changes the Behavior of All
Other Generations
Sales and Product Information via Mobile
Phone
36 | ©2012, Cognizant

37. The 10 Megatrends we highlighted last year
Still Emerging
Mobile Shopping (Finally) comes of age
Death of POS becomes a possibility (but
all of you are talking about this in some
form!)
Real SKU Rationalization Takes Hold
37 | ©2012, Cognizant

38. A Final Thought
“A good plan violently
executed now is better than
a perfect plan executed
next week.”
Tech-assisted associates &
38 | ©2012, Cognizant coupons leap to the planning front.

39. How are Retailer‟s
responding to these
shopper expectations?
39 | ©2012, Cognizant

40. RIS/Cognizant Custom Research Report
Joe Skorupa
Group Editor-in-Chief
jskorupa@edgellmail.com
joeskorupa @twitter
RIS News @Facebook
RIS News @LinkedIn
973-607-1369
www.risnews.com/research
40 | ©2012, Cognizant

41. Retailer Like: Social media
Retailer Dislike: Associates with poor product knowledge
For the following customers likes/dislikes, what is the status of your
organization's technology?
48.6%
Online/store pricing discrepancies 20.0%
2.9%
5.7%
45.7%
Social media engagement 42.9%
8.6%
0.0%
40.0%
Slow cashiers 22.9%
8.6%
2.9%
40.0%
Waiting in checkout lines 22.9%
5.7%
5.7%
28.6%
Associates with poor product knowledge 34.3%
8.6%
20.0%
20.0% Up-to-date tech in place
Dynamic store displays of product info 8.6%
14.3% Updating now
17.1%
Will update first half of 2012
14.3%
Coupon on mobile phones 17.1% Will update by end of 2012
5.7%
22.9%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
41 | ©2012, Cognizant

42. Adapting to Shopper Demands in an
Omni-channel World
2010-2011 Comparison: For the following customer likes and dislikes, which of
the following do you have up-to-date tech in place?
Online/store pricing discrepancies 48.6%
28.6%
Social media engagement 45.7%
37.1%
Slow cashiers 40.0%
25.7%
Waiting in checkout lines 40.0%
22.9% 2011
2010
Associates with poor product knowledge 28.6%
31.4%
Dynamic store displays of product info 20.0%
5.7%
Coupon on mobile phones 14.3%
6.7%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
42 | ©2012, Cognizant

43. Omni-channel/Omni-device Shoppers
For the following multi-channel purchasing options what is the status of your
organization's technology?
11.4%
Purchase in-store, deliver to home 8.6%
11.4%
25.7%
8.6%
Purchase on mobile device, deliver to home 8.6%
8.6%
25.7%
20.0%
Purchase online, pick up/return in-store 5.7%
20.0% Will update by end of 2012
22.9%
Will update first half of 2012
22.9%
Purchase in one store, pick up another store 5.7% Updating now
11.4%
20.0% Up-to-date tech in place
20.0%
Purchase on mobile device, pick up in-store 5.7%
14.3%
8.6%
17.1%
Purchase online with time guarantee for 5.7%
store pick up 14.3%
5.7%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
43 | ©2012, Cognizant

44. Filling in the Mobile Services Gaps
For the following customer-facing mobile services, what is the status of your
organization's technology?
Store Locator 68.6% 14.3% 5.7% 2.9%
Text messaging marketing/alerts 40.0% 14.3% 8.6% 11.4%
Product/price look up 37.1% 8.6% 14.3% 14.3%
Make a purchase 34.3% 20.0% 5.7% 8.6%
Check order status 22.9% 11.4% 14.3% 17.1% Up-to-date tech in place
Deals/special offers for smartphones 20.0% 11.4% 14.3% 22.9% Updating now
Will update first half of 2012
Payment 20.0% 11.4% 11.4% 20.0%
Will update by end of 2012
View loyalty program status/points 17.1% 17.1% 14.3% 11.4%
Community 17.1% 14.3% 14.3% 22.9%
Location Awareness 17.1% 8.6% 14.3% 20.0%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
44 | ©2012, Cognizant

45. Best Practices for Social Retailing Are Emerging
2010-2011 Comparison: How does your organization use social media
channels?
Drive customers to Web/mobile site 88.2%
76.6%
Targeted marketing/promotion campaigns 82.4%
66.7%
Special offers/coupons 76.5%
50.0%
Customer service 67.6%
25.7%
2011
Hiring/recruiting 58.8%
40.0% 2010
Launching new products/brands 55.9%
36.7%
Indentifying influencers/advocates 47.1%
30.0%
Social selling 35.3%
23.3%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
45 | ©2012, Cognizant

46. Is This the Beginning of the End of POS as We Know It?
As your organization rethinks its traditional, fat-client, fixed unit POS, what is
the status of the following next generation POS alternatives?
42.9%
No real change from client/server fixed-unit model 2.9%
2.9%
8.6%
11.4%
Thin-client software and hardware 14.3%
17.1%
11.4%
8.6% In place today
POS becomes primary transaction platform 14.5%
5.7% Will deploy by end of 201
20.0%
In research/testing phase
5.7%
E-commerce platform becomes primary transaction platform 2.9% Strong interest for 2013
8.6%
11.4%
8.6%
Mobile POS replaces some/all fixed POS 11.4%
20.0%
34.3%
2.9%
Leverage customer's own mobile devices 2.9%
22.9%
28.6%
2.9%
SaaS/Cloud/On-demand delivery w/ in-store back-up 2.9%
17.1%
14.3%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
46 | ©2012, Cognizant

47. Conclusions: Retailers Respond
When Risks and Opportunities Are High
• Pricing consistency becomes the new norm – 1/5 of retailers
solved this problem year-over-year
• Social media engagement within retailing will reach 100%
penetration by end of 2012
• In-store pick-up of online orders is not for every vertical, but
rollout continues where appropriate
• Shoppers lead the mobile revolution, but retailers are fast
followers
• Future retail success will be measured by what customers
experience and not comp-store sales or number of products are
sold
47 | ©2012, Cognizant

48. “Retail Without Boundaries”:
Cognizant IntelliStoreSM
48 | ©2012, Cognizant

49. Cognizant IntelliStoreSM –
The Connected Experience
• Automated Coupon Redemption
• Personalized In-Store
Experience
• Agile In-Store Marketing
• Dynamic Checkout
49 | ©2012, Cognizant

50. Cognizant Automated Coupon
Redemption (ACR)
• Single Real Time Connection to POS to
Clear & Validate Coupons
• Eliminates Fraud
• No Additional Hardware for Store
• Electronically Processes Coupon
Through Settlement at POS
• Provides Analytics
• Integrated with Digital Content
Providers
• Hosted on Cloud
50 | ©2012, Cognizant • Increases Customer Satisfaction

51. Personalized In-Store Experience (PSE)
• Customer & Store Associate Handheld
Solution
• In-Store Customer Identification
• Personalized & Targeted Offers
• Product Information & Ratings
• Social Media Connect
• Integrated Shopping Experience
• Store Manager Alerts & Decision Making
51 | ©2012, Cognizant

52. Personalized Shopping Experience (PSE)
• Customer and Store associate handheld solution;
Powered by a robust personalization and
analytics engine on the cloud
• In-store Customer Identification
• Personalized and targeted offers
• Product Information and Ratings
• Social Media Connect
• Integrated shopping experience
• Store Manager Alerts and decision making
Providing shoppers a personalized in-store
52 | ©2012, Cognizant experience through mobile interaction

53. About Cognizant
A leading provider of information
technology, consulting, and business
process outsourcing services.
With more than 50 global delivery centers
and over 140,000 employees*, we help clients
transform vcore processes for greater flexibility,
higher efficiency and lower costs.
Retail: Cognizant‟s Fastest Growing Vertical:
• Revenue growth of 70% y-o-y for last 3 years
• 9,000+ Practice specialists - Technical and
Functional consultants for Retail Practice; 700+ Retail
& SCM domain specialists led by industry experts
53 | ©2012, Cognizant

54. Thank you to our Retail Executive Panel
• David Markwell - Vice President of IT Business Solutions
Delivery, Loblaw Companies
• Jennifer Macivor – Vice President of IT, DFS Ltd, a
Singapore-based global luxury products chain
• Mark McKelvey - Director of eCommerce and Cross-
Channel Development, Recreational Equipment Inc. (REI)
• David Durdan - Senior Director of Enterprise Technical
Architecture, Walgreen’s
54 | ©2012, Cognizant

55. If you would like more information on
Cognizant‟s IntelliStoreSM
Please contact:
• John Russo at john.russo@cognizant.com or
• Rachel Cosby at rachel.cosby@cognizant.com
Please visit us at Booth #251 and our Big Ideas Session
“Building the Intelligent Store of Tomorrow, Today”
on Monday at 4:45 pm in Room 3D09
55 | ©2012, Cognizant