To download full report and learn consumer behaviors in retail purchases, visit http://cem.empathica.com/Consumer-Insights-Retail-Spending The Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500 U.S. consumers, gauging consumer sentiment on subjects ranging from spending to consumer perceptions about big box retail shopping experiences. The Consumer Insights Panel survey was conducted in the context of a broader study of consumer shopping intentions and customer satisfaction as reported by thousands of consumers across the country. Survey results show that consumers are facing important financial challenges, with three in five reporting that their current financial situation is more difficult now than it was six months ago. As a result, the majority of consumers intend to slash discretionary spending in several categories, including fine dining (71%), furnishings (69%), electronics (65%), casual dining (50%) and quick service restaurants (42%). When it comes to big box retailers, nearly all consumers (93%) visit big box stores at least once a month and 70 percent shop big box three or more times per month. Predictably, customers cited price (61%) and convenience (12%) as the primary reasons behind the appeal of big box retail. But while consumers recognize the appeal of the big box retail model, they are largely dissatisfied with the big box customer experience. Two in five consumers said that big box stores lack personalization, and just 39 percent feel that employees listen to them when they ask questions. To learn more about Customer Experience Management: Product and services page http://www.empathica.com/products-services/ Resource center http://www.empathica.com/resources/ Blog http://www.empathica.com/blog/ Consumer insights reports http://www.empathica.com/consumer-insights/ Industry-specific expertise http://www.empathica.com/industries/ Connect with us: Twitter http://twitter.com/EmpathicaCEM Facebook http://www.facebook.com/EmpathicaCEM LinkedIn http://www.linkedin.com/company/empathica

1. Empathica Consumer
Insights Panel
Analysis of U.S. Consumer Behaviors
in Retail Purchases
Wave 1 2012
Big Box Retail
Author:
Dr. Gary Edwards, Chief Customer Officer
www.empathica.com

2. Table of Contents
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
U.S. Consumers Reduce Spending in Most Categories
Except Gas, Pharmacy and Grocery . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Areas of Concern for Consumers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Current Financial Condition & Future Outlook . . . . . . . . . . . . . . . . . . . . . . . . 5
Big Box Retailers Are Earning Visits on Price,
Losing on Providing Great Customer Experiences . . . . . . . . . . . . . . . . . . 7
Dissatisfaction with Big Box Retail’s Customer Experience . . . . . . . . . . . . . . . . . 8
Contrast with Luxury Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

3. Empathica Consumer Insights Panel — Analysis of U.S. Consumer Behaviors in Retail Purchases
Executive Summary
Consumers are facing
Analysis of U.S. Consumer Behaviors in Retail Purchases important financial
The Wave 1 2012 Empathica Consumer Insights Panel surveyed more than 6,500 challenges, with three in
U.S. consumers, gauging consumer sentiment on subjects ranging from spending five reporting that their
to consumer perceptions about big box retail shopping experiences. The Consumer
current financial situation
Insights Panel survey was conducted in the context of a broader study of consumer
shopping intentions and customer satisfaction as reported by thousands of consumers is more difficult now than
across the country. it was six months ago.
Survey results show that consumers are facing important financial challenges,
with three in five reporting that their current financial situation is more difficult now
than it was six months ago. As a result, the majority of consumers intend to slash
discretionary spending in several categories, including fine dining (71%), furnishings
(69%), electronics (65%), casual dining (50%) and quick service restaurants (42%).
When it comes to big box retailers, nearly all consumers (93%) visit big box stores
at least once a month and 70 percent shop big box three or more times per month.
Predictably, customers cited price (61%) and convenience (12%) as the primary
reasons behind the appeal of big box retail.
But while consumers recognize the appeal of the big box retail model, they are largely
dissatisfied with the big box customer experience. Two in five consumers said that
big box stores lack personalization, and just 39 percent feel that employees listen to
them when they ask questions.
3