2017 Holiday Feature Audit

Project
2017 Holiday Feature Audit Project Details
The Holiday Audit is a Summary by Category of Holiday Promotions and Black Friday at
Walmart and their Key Competitive Retailers
Its Purpose is to collect data that is analyzed and used to educate and inspire Walmart in
the strategic development of their future Holiday Promotions.

The audit includes key product attributes and trend comparisons to identify opportunities in
Walmarts current holiday promotions.

You will be given a category and assigned to a Category Development Manager to perform
the Holiday Market Audits. The information will be collected by completing the audit
template and taking pictures of the various promotional features. You will also capture the
features from the retailers dot com sites, banners, stories, large digital features, etc.

You will be provided the Black Friday advertising summary to assist in the analysis of the
Market advertising.

You will collect trend information from social media and other retail, wherever you go to see
what is trending that could be applicable to your given category.

Well regroup before Christmas Break and youll provide a presentation of the details of the
audit, your findings and recommendations.
2017 Holiday Feature Audit Project Timeline
Below is the timeline for completing the Project.

We will assist you while you collect the data to ensure the attributes are accurate while you
learn more about your category.

We really want your feedback as wed like to improve the project going forward, be thinking
of what could be done better along the way.

DATE LOCATION PARTICIPANTS TASK

November 27th Lifetime Brands Office ALL Overview of Holiday Market Audit Project-What, Why & How
LTB Office/Rogers WM & Category Development
Audit Walmart & Target with your CDM
November 28th Target Manager/Student(s)
LTB Office/Rogers Category Development
Audit BBB & Kohl's with your CDM
November 29th BBB/Kohl's Manager/Student(s)
LTB Office/Ignite Category Development
Analyze Black Friday Data and Images
November 30th Location Manager/Student(s)

December 1st Ignite Location Student(s) Capture Trends from Social Media other retail
Category Development
Double Check data collected and pictures
December 4th Lifetime Brands Office Manager/Student(s)

December 5th-8th Ignite Location Student(s) Prepare your Power Point Presentation

December 11th Lifetime Brands Office ALL Present Holiday Market Audit to Lifetime Brands Team

Feedback on Project (How to Improve the Project?)

2017 Holiday Feature Audit Project Features

Pallets Endcaps Sidekicks

2017 Holiday Feature Audit
Dinnerware
Pallet Features
Item Configuratio
Retailer Category Description Brand Function Retail Material Pattern Color Piece Count n Packaging Display

Walmar Dinnerwa The Pioneer Cake

t re Cake Stand Woman Stand $26.87 Ceramic Floral Multiple 2 Set Boxed Pallet

Walmar Dinnerwa The Pioneer

t re Mini pie plate Woman Pie Plate $3.43 Ceramic Floral Multiple 1 Open Stock None Pallet

Walmar Dinnerwa The Pioneer Servewar Cardboar

t re Serving bowls Woman e $19.86 Ceramic Floral Multiple 3 Set d Pallet

Walmar Dinnerwa The Pioneer Servewar Cardboar

t re Serving bowls Woman e $19.86 Ceramic Floral Multiple 3 Set d Pallet

Walmar Dinnerwa The Pioneer Servewar Cardboar

t re Platter set Woman e $19.86 Ceramic None Multiple 2 Set d Pallet

Walmar Dinnerwa The Pioneer Servewar Cardboar

t re Platter ser Woman e $19.86 Ceramic Floral Multiple 2 Set d Pallet

Walmar Dinnerwa The Pioneer

t re Mug Woman Mug $7.43 Ceramic Floral Multiple 1 Open Stock None Endcap

Walmar Dinnerwa The Pioneer Servewar Cardboar

t re Bowls set Woman e $7.43 Ceramic Floral Multiple 4 Set d Endcap

Walmar Dinnerwa The Pioneer Servewar Poka-

t re Platter Woman e $12.72 Ceramic dots Christmas color 1 Open Stock None Endcap

Walmar Dinnerwa The Pioneer Servewar

t re Bowls Woman e $4.98 Ceramic Floral Christmas color 1 Open Stock None Endcap

Walmar Dinnerwa The Pioneer Cake

t re Cake plate Woman Stand $29.98 Ceramic Floral Christmas color 2 Set Boxed Endcap

Walmar Dinnerwa Better Home & Servewar Cardboar

t re Bowls Gardens e $5.44 Ceramic None white 2 Set d Endcap

Walmar Dinnerwa Better Home & Dinnerwa

t re Plate Gardens re $3.86 Ceramic Novelty Christmas color 1 Open Stock Boxed Endcap

Walmar Dinnerwa Better Home & Dinnerwa

t re Assorted Plates Gardens re $2.98 Ceramic Novelty Christmas color 1 Open Stock Boxed Endcap

Walmar Dinnerwa Better Home & Servewar

t re Big Plate Gardens e $14.56 Ceramic Novelty Christmas color 1 Open Stock None Endcap
Endcap Features
Dinnerwa Better Home & Servewar
Walmart re Big Bowl Gardens e $14.56 Ceramic Novelty Christmas color 1 Open Stock None Endcap

Dinnerwa Better Home & Cake Sentimen

Walmart re Cake Stand Gardens Stand $14.56 Ceramic ts White 1 Open Stock None Endcap

Dinnerwa Better Home & Servewar Sentimen

Walmart re Big Plate Gardens e $14.56 Ceramic ts White 1 Open Stock None Endcap

Dinnerwa Better Home & Servewar

Walmart re Small Bowl Gardens e $3.86 Ceramic Novelty Christmas color 1 Open Stock None Endcap

Dinnerwa Better Home & Servewar

Walmart re Assorted plate Gardens e $2.98 Ceramic Novelty White 1 Open Stock None Endcap

Dinnerwa Better Home & Servewar

Walmart re Big plate Gardens e $3.86 Ceramic Novelty White 1 Open Stock None Endcap

Dinnerwa Servewar Sentimen

Walmart re Plate Earthenwear e $2.48 Ceramic ts Christmas color 1 Open Stock None Endcap

Dinnerwa Servewar Sentimen

Walmart re Plate Earthenwear e $2.48 Ceramic ts Christmas color 1 Open Stock None Endcap

Dinnerwa Servewar
Walmart re Assorted Plate Earthenwear e $2.48 Ceramic Floral Christmas color 1 Open Stock None Endcap

Dinnerwa Servewar
Walmart re Assorted Plate Earthenwear e $2.48 Ceramic Words Christmas color 1 Open Stock None Endcap

Dinnerwa Servewar
Walmart re Assorted Plate Earthenwear e $2.48 Ceramic Novelty Multiple 1 Open Stock None Endcap

Dinnerwa Servewar
Walmart re Assorted bowls Earthenwear e $2.48 Ceramic Floral Christmas color 1 Open Stock None Endcap

Dinnerwa Servewar Geometri

Walmart re Assorted bowls Earthenwear e $2.48 Ceramic c Christmas color 1 Open Stock None Endcap

Dinnerwa
Walmart re Bottle Earthenwear Pitcher $2.48 Ceramic Words Christmas color 1 Open Stock None Endcap

Dinnerwa
Walmart re Bottle Earthenwear Pitcher $2.48 Ceramic Graphics Christmas color 1 Open Stock None Endcap
 Summary Data
Retailer Category Item Description Brand Function Retail Material Pattern Color Piece Count Configuration Packaging Display Comments, Other
Walmart Dinnerware Cake Stand The Pioneer Woman Cake Stand $26.87 Ceramic Floral Multiple 2 Set Boxed Pallet
Walmart Dinnerware Mini pie plate The Pioneer Woman Pie Plate $3.43 Ceramic Floral Multiple 1 Open Stock None Pallet
Walmart Dinnerware Serving bowls The Pioneer Woman Serveware $19.86 Ceramic Floral Multiple 3 Set Cardboard Pallet
Walmart Dinnerware Serving bowls The Pioneer Woman Serveware $19.86 Ceramic Floral Multiple 3 Set Cardboard Pallet
Walmart Dinnerware Platter set The Pioneer Woman Serveware $19.86 Ceramic None Multiple 2 Set Cardboard Pallet
Walmart Dinnerware Platter ser The Pioneer Woman Serveware $19.86 Ceramic Floral Multiple 2 Set Cardboard Pallet
Walmart Dinnerware Mug The Pioneer Woman Mug $7.43 Ceramic Floral Multiple 1 Open Stock None Endcap
Walmart Dinnerware Bowls set The Pioneer Woman Serveware $7.43 Ceramic Floral Multiple 4 Set Cardboard Endcap
Walmart Dinnerware Platter The Pioneer Woman Serveware $12.72 Ceramic Poka-dots Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Bowls The Pioneer Woman Serveware $4.98 Ceramic Floral Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Cake plate The Pioneer Woman Cake Stand $29.98 Ceramic Floral Christmas color 2 Set Boxed Endcap
Walmart Dinnerware Bowls Better Home & Gardens Serveware $5.44 Ceramic None white 2 Set Cardboard Endcap
Walmart Dinnerware Plate Better Home & Gardens Dinnerware $3.86 Ceramic Novelty Christmas color 1 Open Stock Boxed Endcap
Walmart Dinnerware Assorted Plates Better Home & Gardens Dinnerware $2.98 Ceramic Novelty Christmas color 1 Open Stock Boxed Endcap
Walmart Dinnerware Big Plate Better Home & Gardens Serveware $14.56 Ceramic Novelty Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Big Bowl Better Home & Gardens Serveware $14.56 Ceramic Novelty Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Cake Stand Better Home & Gardens Cake Stand $14.56 Ceramic Sentiments White 1 Open Stock None Endcap
Walmart Dinnerware Big Plate Better Home & Gardens Serveware $14.56 Ceramic Sentiments White 1 Open Stock None Endcap
Walmart Dinnerware Small Bowl Better Home & Gardens Serveware $3.86 Ceramic Novelty Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Assorted plate Better Home & Gardens Serveware $2.98 Ceramic Novelty White 1 Open Stock None Endcap
Walmart Dinnerware Big plate Better Home & Gardens Serveware $3.86 Ceramic Novelty White 1 Open Stock None Endcap
Walmart Dinnerware Plate Earthenwear Serveware $2.48 Ceramic Sentiments Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Plate Earthenwear Serveware $2.48 Ceramic Sentiments Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Assorted Plate Earthenwear Serveware $2.48 Ceramic Floral Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Assorted Plate Earthenwear Serveware $2.48 Ceramic Words Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Assorted Plate Earthenwear Serveware $2.48 Ceramic Novelty Multiple 1 Open Stock None Endcap
Walmart Dinnerware Assorted bowls Earthenwear Serveware $2.48 Ceramic Floral Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Assorted bowls Earthenwear Serveware $2.48 Ceramic Geometric Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Bottle Earthenwear Pitcher $2.48 Ceramic Words Christmas color 1 Open Stock None Endcap
Walmart Dinnerware Bottle Earthenwear Pitcher $2.48 Ceramic Graphics Christmas color 1 Open Stock None Endcap
Walmart
Analysis Chart
Color, Pattern %
Count of Items Featured by Brand % Share of Total Count of Items Color & Share of Total Items
Brands Brand Items Featured Color & Pattern Pattern Featured
The Pioneer Woman 11 36.67% Brown 0 0%
Christmas color 16 53%
Better Home & Gardens 10 33.33%
Gold 0 0%
Earthwear 9 30.00%
Silver 0 0%
Total Items Featured 30 100%
Cooper 0 0%
White & gold 0 0%
White 5 17%
Count of Items Featured by Retail % Share of Total Multiple 9 30%
Retail Retail Items Featured Total Items Featured 30 100%
$0.00-$4.99 16 53%
$5.00-$9.99 3 10%
Basic, Novelty %
$10.00-$19.99 9 30% Count of Items Basic or Share of Total Items
$20.00-$29.99 2 7% Basic or Novelty Novelty Featured
$30.00+ 0 0% Basic 30 100%
Total Items Featured 30 100% Novelty 0 0%

Total Items Featured 30 100%

Count of Items Featured by Function % Share of
Functions Function Total Items Featured Packaging type %
Cake Stand 3 10% Share of Total Items
Dinnerware 2 7% Packaging Count of Items Package Type Featured
Mug 1 3% Without Packaging 20 67%
Pie plate 1 3%
Pitcher 2 7% Boxed with Window 0 0%
Serveware 21 70% Boxed 4 13%
Total Items Featured 30 100% Carded 6 20%

Total Items Featured 30 100%

Material, Finish %
Share of Total Items
Material, Finish Count of Items Material, Finish Featured Count of Display in Total # of Display % Share of
Ceramic 30 100% Display Features Total # of Features
Glass 0 0% Pallet 6 20%
Marble 0 0% Endcap 24 80%
Melamine 0 0%
Metal 0 0% Endcap w, Trays or Display 0 0%
Plastic 0 0% Sidekicks 0 0%
Porcelain 0 0% Random-Describe 0 0%
Wood 0 0% Total # of Features 30 100%
Total Items Featured 30 100%
 Ecommerce Features

Assorted plates by Better home & Gardens

2017 Holiday Feature Audit
Dinnerware/Flatware
 Endcap Features
Retaile Categor Item Functio Materi Piece Configurati Packagin Displa
r y Description Brand n Retail al Pattern Color Count on g y

Dinner Servew $14.9 Endca

Target ware Container Non AC Chill are 9 Metal None silver 1 Open Stock None p

Dinner Dessert Servew $24.9 Endca

Target ware stand Threshold are 9 Metal None silver 1 Open Stock None p

Dinner Servew $19.9 Endca

Target ware Serving Tray Threshold are 9 Metal None silver 1 Open Stock None p

Dinner Servew $22.9 Endca

Target ware Serving Tray Threshold are 9 Metal None silver 1 Open Stock None p

Dinner Servew $14.9 Endca

Target ware Serving bowl Threshold are 9 Metal None silver 1 Open Stock None p

Dinner Servew $19.9 Endca

Target ware Serving bowl Threshold are 9 Metal None silver 1 Open Stock None p

Dinner Servew $29.9 Endca

Target ware Serving bowl Threshold are 9 Metal None silver 1 Open Stock None p

Dinner Servew $14.9 Endca

Target ware Serving Tray Threshold are 9 Metal Edging silver 1 Open Stock None p

Dinner Servew $24.9 silver, Endca

Target ware Serving Tray Threshold are 9 Metal Edging cooper 1 Open Stock None p

Dinner Servew $12.9 Cerami Graphic Endca

Target ware Serving bowl Threshold are 9c s white, gold 1 Open Stock None p

Dinner Servew $24.9 Endca

Target ware Serving tray Threshold are 9 Marble Marble white 1 Open Stock None p

Dinner Bottle Cerami Christmas Endca

Target ware Bottle Stop Threshold stop $5.99 c Novelty color 4 Set Boxed p

Dinner Dinner Cerami Graphic Endca

Target ware Plate Threshold ware $4.99 c s white, gold 1 Open Stock None p
 Endcap Features
Dinnerwar
Target e Serving platter Threshold Serveware $24.99 Ceramic Words white, gold 1 Open Stock None Endcap

Dinnerwar Cake Sentiment Christmas

Target e Cake Stand Threshold Stand $19.99 Wood s color 1 Open Stock None Endcap

Dinnerwar
Target e Serving tray Threshold Serveware $29.99 Wood Wood brown 1 Open Stock None Endcap

Dinnerwar Christmas
Target e Serving bowl Threshold Serveware $9.99 Plastic Graphics color 1 Open Stock None Endcap

Dinnerwar Christmas
Target e Serving tray Threshold Serveware $3.99 Plastic Graphics color 1 Open Stock None Endcap

Dinnerwar Melamin Christmas

Target e Serving platter Threshold Serveware $7.99 e Graphics color 1 Open Stock None Endcap

Dinnerwar Dinnerwar Christmas

Target e Plate Threshold e $2.49 Ceramic Graphics color 1 Open Stock None Endcap

Dinnerwar
Target e Tray Threshold Serveware $2.49 Plastic None gold 1 Open Stock None Endcap

Dinnerwar Christmas
Target e Mug Threshold Mug $5.99 Ceramic Words color 1 Open Stock None Endcap

Dinnerwar
Target e Mug Threshold Mug $9.99 Ceramic Letter White 1 Open Stock None Endcap

Dinnerwar
Target e Mug Threshold Mug $5.99 Porcelain None white 1 Open Stock None Endcap

Dinnerwar Dinnerwar
Target e Plate Hearth and Hand e $4.99 Ceramic None Multiple 1 Open Stock None Endcap

Dinnerwar
Target e Dessert bowl Hearth and Hand Serveware $3.99 Ceramic None white 1 Open Stock None Endcap

Dinnerwar
Target e Tray Hearth and Hand Serveware $9.99 Metal Textured silver 1 Open Stock None Endcap
Retailer Category Item Description Brand
Summary Data
Function Retail Material Pattern Color Piece Count Configuration Packaging Display
Target Dinnerware Container Non AC Chill Serveware $14.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Dessert stand Threshold Serveware $24.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Serving Tray Threshold Serveware $19.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Serving Tray Threshold Serveware $22.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Serving bowl Threshold Serveware $14.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Serving bowl Threshold Serveware $19.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Serving bowl Threshold Serveware $29.99 Metal None silver 1 Open Stock None Endcap
Target Dinnerware Serving Tray Threshold Serveware $14.99 Metal Edging silver 1 Open Stock None Endcap
Target Dinnerware Serving Tray Threshold Serveware $24.99 Metal Edging silver, cooper 1 Open Stock None Endcap
Target Dinnerware Serving bowl Threshold Serveware $12.99 Ceramic Graphics white, gold 1 Open Stock None Endcap
Target Dinnerware Serving tray Threshold Serveware $24.99 Marble Marble white 1 Open Stock None Endcap
Target Dinnerware Bottle Stop Threshold Bottle stop $5.99 Ceramic Novelty Christmas color 4 Set Boxed Endcap
Target Dinnerware Plate Threshold Dinnerware $4.99 Ceramic Graphics white, gold 1 Open Stock None Endcap
Target Dinnerware Serving platter Threshold Serveware $24.99 Ceramic Words white, gold 1 Open Stock None Endcap
Target Dinnerware Cake Stand Threshold Cake Stand $19.99 Wood Sentiments Christmas color 1 Open Stock None Endcap
Target Dinnerware Serving tray Threshold Serveware $29.99 Wood Wood brown 1 Open Stock None Endcap
Target Dinnerware Serving bowl Threshold Serveware $9.99 Plastic Graphics Christmas color 1 Open Stock None Endcap
Target Dinnerware Serving tray Threshold Serveware $3.99 Plastic Graphics Christmas color 1 Open Stock None Endcap
Target Dinnerware Serving platter Threshold Serveware $7.99 Melamine Graphics Christmas color 1 Open Stock None Endcap
Target Dinnerware Plate Threshold Dinnerware $2.49 Ceramic Graphics Christmas color 1 Open Stock None Endcap
Target Dinnerware Tray Threshold Serveware $2.49 Plastic None gold 1 Open Stock None Endcap
Target Dinnerware Mug Threshold Mug $5.99 Ceramic Words Christmas color 1 Open Stock None Endcap
Target Dinnerware Mug Threshold Mug $9.99 Ceramic Letter White 1 Open Stock None Endcap
Target Dinnerware Mug Threshold Mug $5.99 Porcelain None white 1 Open Stock None Endcap
Target Dinnerware Plate Hearth and Hand Dinnerware $4.99 Ceramic None Multiple 1 Open Stock None Endcap
Target Dinnerware Dessert bowl Hearth and Hand Serveware $3.99 Ceramic None white 1 Open Stock None Endcap
Target Dinnerware Tray Hearth and Hand Serveware $9.99 Metal Textured silver 1 Open Stock None Endcap

Flatwar
Target e Serving spoon Hearthen & hand Serve food $7.99 Shiny None None black 1 OS None Endcap
Flatwar silver/gold/rose
Target e Spoon set Threshold Serve food $4.99 Satin Solid satin Solid satin gold 2 2 pc set None Endcap
Flatwar
Target e Serving fork Hearthen & hand Serve food $7.99 shiny none none black 1 OS None Endcap
 Analysis Chart
Target Color, Pattern %
Brand % Share of Count of Items Color & Share of Total
Count of Items Featured Total Items Color & Pattern Pattern Items Featured
Brands by Brand Featured
Brown 1 4%
No Ac chill 1 3.57%
Christmas color 7 26%
Threshold 24 85.71%
Hearth & Hand 3 10.71% Gold 1 4%
Total Items Featured 28 100% Silver 9 33%
Cooper 1 4%
Retail % Share of Multiple 1 4%
Count of Items Featured Total Items White & gold 3 11%
Retail by Retail Featured White 4 15%
$0.00-$4.99 6 22%
Total Items Featured 27 100%
$5.00-$9.99 7 26%
$10.00-$19.99 7 26%
Basic, Novelty %
$20.00-$29.99 7 26%
Count of Items Basic or Share of Total
$30.00+ 0 0%
Basic or Novelty Novelty Items Featured
Total Items Featured 27 100%
Basic 27 96.43%
Function % Share Novelty 1 4%
Count of Items Featured of Total Items Total Items Featured 28 100%
Functions by Function Featured
Cake Stand 1 4% Packaging type %
Dinnerware 3 11% Count of Items Package Share of Total
Mug 3 11% Packaging Type Items Featured
Pie plate 0 0% Without Packaging 26 72%
Pitcher 0 0%
Boxed with Window 0 0%
Bottle Top 1 4%
Serveware 19 70% Boxed 1 3%
Total Items Featured 27 100% Carded 9 25%
Total Items Featured 36 100%
Material, Finish %
Count of Items Material, Share of Total Display % Share
Material, Finish Finish Items Featured Count of Display in Total of Total # of
Ceramic 9 33% Display # of Features Features
Glass 0 0%
Pallet 0 0%
Marble 1 4%
Endcap 27 100%
Melamine 1 4%
Metal 10 37% Endcap w, Trays or
Plastic 3 11% Display 0 0%
Porcelain 1 4% Sidekicks 0 0%
Wood 2 7% Random-Describe 0 0%
Total Items Featured 27 100% Total # of Features 27 100%
Target
Analysis Chart
Color/Pattern %
Count of Items Featured by Brand % Share of Total Count of Items Color & Share of Total
Brands Brand Items Featured Color & Pattern Pattern Items Featured
Hearthen & hand 2 67% Black 2 66%
Thresholds 1 33% Silver 1 33%
0%
0%
0%
0%
Total Items Featured 3 100% Total Items Featured 3 100%

Basic/Novelty %
Count of Items Featured by Retail % Share of Total Count of Items Basic or Share of Total
Retail Retail Items Featured Basic or Novelty Novelty Items Featured
$0- - $5.00 1 Basic 3 100%
$5.00 - $10.00 2 67% Novelty 0 0
0% Total Items Featured 3 100%
0%
0% Packaging type %
Total Items Featured 3 100% Count of Items Package Share of Total
Packaging Type Items Featured
Without Packaging 3 100%
Count of Items Featured by Function % Share of Boxed with Window 0 0
Functions Function Total Items Featured Boxed 0 0
Serve Food 3 100% Carded 0 0
0 0% Total Items Featured 3 100%
0 0%
0 0% Display % Share
0 0% Count of Display in Total of Total 0 of
0 0% Display 0 of Features Features
Total Items Featured X total 0 100% Pallet 0 0
Endcap 3 100%
Material/Finish % Endcap w/Trays or
Share of Total Items Display 0 0
Material/Finish Count of Items Material/Finish Featured Sidekicks 0 0
Shiny 2 67% Random-Describe 0 0
Satin 1 33% Total 0 of Features 3 100%

Total Items Featured 3 100%

 Ecommerce Features

Threshold dinnerware
2017 Holiday Feature Audit
Dinnerware
 Pallet Features
Item Piece Configuratio Packagin
Retailer Category Description Brand Function Retail Material Pattern Color Count n g Display

Dinnerw Dinnerware Dinnerw Christmas

Kohl's are set Food network are $99.99 Ceramic None color 16 Set Boxed Endcap

Dinnerw Celebrate Fall Servewar Thanksgiving

Kohl's are Platter Together e $49.99 Ceramic Graphics theme 1 Open Stock None Endcap

Dinnerw Christmas Servewar Christmas

Kohl's are Plate & Bottle Tradition e $39.99 Ceramic Graphics color 2 Set None Pallet

Dinnerw Christmas Servewar Christmas

Kohl's are Bowls Traditions e $59.99 Ceramic Graphics color 2 Set None Pallet

Dinnerw Christmas Dinnerw Christmas

Kohl's are Plate Traditions are $4.99 Ceramic Graphics color 1 Open Stock None Pallet

Dinnerw Christmas Servewar Sentime Christmas

Kohl's are Platter Traditions e $32.99 Ceramic nts color 1 Open Stock None Pallet

Dinnerw Christmas Servewar Christmas

Kohl's are Bowls Traditions e $39.99 Ceramic Novelty color 1 Open Stock None Pallet

Dinnerw Dinnerw Christmas

Kohl's are Plate St. Nicolas Square are $19.99 Ceramic Graphics color 1 Open Stock None Pallet
 Pallet Features

Dinnerw Servewar Christmas

Kohl's are Bowls St. Nicolas Square e $59.99 Ceramic Graphics color 2 Set None Pallet

Dinnerw Christmas
Kohl's are Mug St. Nicolas Square Mug $14.99 Ceramic Novelty color 1 Open Stock None Pallet

Dinnerw Servewar Christmas

Kohl's are Bowls St. Nicolas Square e $39.99 Ceramic Graphics color 1 Open Stock None Pallet

Dinnerw Servewar
Kohl's are Bowls St. Nicolas Square e $39.99 Ceramic Graphics white 1 Open Stock None Pallet

Dinnerw Servewar
Kohl's are Bowls St. Nicolas Square e $14.99 Ceramic Graphics white 1 Open Stock None Pallet

Dinnerw Servewar
Kohl's are Platter St. Nicolas Square e $69.99 Ceramic Graphics white 1 Open Stock None Pallet

Dinnerw Servewar
Kohl's are Platter St. Nicolas Square e $29.99 Ceramic Graphics white 1 Open Stock None Pallet

Dinnerw Dinnerw Christmas

Kohl's are Plate St. Nicolas Square are $14.99 Ceramic Graphics color 1 Open Stock None Pallet

Dinnerw Servewar Christmas

Kohl's are Platter St. Nicolas Square e $29.99 Glass Graphics color 1 Open Stock None Pallet
 Summary Data
Retailer Category Item Description Brand Function Retail Material Pattern Color Piece Count Configuration Packaging Display
Dinnerwar Dinnerwar
Kohl's e Dinnerware set Food network e $99.99 Ceramic None Christmas color 16 Set Boxed Endcap
Dinnerwar Celebrate Fall Thanksgiving
Kohl's e Platter Together Serveware $49.99 Ceramic Graphics theme 1 Open Stock None Endcap
Dinnerwar
Kohl's e Plate & Bottle Christmas Tradition Serveware $39.99 Ceramic Graphics Christmas color 2 Set None Pallet
Dinnerwar
Kohl's e Bowls Christmas Traditions Serveware $59.99 Ceramic Graphics Christmas color 2 Set None Pallet
Dinnerwar Dinnerwar
Kohl's e Plate Christmas Traditions e $4.99 Ceramic Graphics Christmas color 1 Open Stock None Pallet
Dinnerwar Sentiment
Kohl's e Platter Christmas Traditions Serveware $32.99 Ceramic s Christmas color 1 Open Stock None Pallet
Dinnerwar
Kohl's e Bowls Christmas Traditions Serveware $39.99 Ceramic Novelty Christmas color 1 Open Stock None Pallet
Dinnerwar Dinnerwar
Kohl's e Plate St. Nicolas Square e $19.99 Ceramic Graphics Christmas color 1 Open Stock None Pallet
Dinnerwar
Kohl's e Bowls St. Nicolas Square Serveware $59.99 Ceramic Graphics Christmas color 2 Set None Pallet
Dinnerwar
Kohl's e Mug St. Nicolas Square Mug $14.99 Ceramic Novelty Christmas color 1 Open Stock None Pallet
Dinnerwar
Kohl's e Bowls St. Nicolas Square Serveware $39.99 Ceramic Graphics Christmas color 1 Open Stock None Pallet
Dinnerwar
Kohl's e Bowls St. Nicolas Square Serveware $39.99 Ceramic Graphics white 1 Open Stock None Pallet
Dinnerwar
Kohl's e Bowls St. Nicolas Square Serveware $14.99 Ceramic Graphics white 1 Open Stock None Pallet
Dinnerwar
Kohl's e Platter St. Nicolas Square Serveware $69.99 Ceramic Graphics white 1 Open Stock None Pallet
Dinnerwar
Kohl's e Platter St. Nicolas Square Serveware $29.99 Ceramic Graphics white 1 Open Stock None Pallet
Dinnerwar Dinnerwar
Kohl's e Plate St. Nicolas Square e $14.99 Ceramic Graphics Christmas color 1 Open Stock None Pallet
Dinnerwar
Kohl's e Platter St. Nicolas Square Serveware $29.99 Glass Graphics Christmas color 1 Open Stock None Pallet
 Analysis Chart
Kohl's
Store Level Findings:
Brand % Share of
Count of Items Featured by Total Items Color, Pattern %
Brands Brand Featured Count of Items Color & Share of Total
Food Network 1 5.88%
Color & Pattern Pattern Items Featured
Celebrate Fall Together 1 5.88%
Christmas tradition 5 29.41% Brown 0 0%
St. Nicolas Square 10 58.82% Christmas color 12 71%
Gold 0 0%
Silver 0 0%
Total Items Featured 17 100% Cooper 0 0%
Multiple 1 6%
Retail % Share of White & gold 0 0%
Count of Items Featured by Total Items
Retail Retail Featured
White 4 24%
$0.00-$4.99 1 6% Total Items Featured 17 100%
$5.00-$9.99 4 24%
$10.00-$19.99 2 12% Basic, Novelty %
$20.00-$29.99 5 29% Count of Items Basic or Share of Total
$30.00+ 5 29% Basic or Novelty Novelty Items Featured
Total Items Featured 17 100% Basic 15 88%
Novelty 2 12%
Function % Share of
Total Items Featured 17 100%
Count of Items Featured by Total Items
Functions Function Featured
Cake Stand 0 0% Packaging type
Dinnerware 4 24% Count of Items % Share of Total
Mug 1 6% Packaging Package Type Items Featured
Pie plate 0 0% Without Packaging 16 94%
Bottle top 0 0% Boxed with Window 0 0%
Pitcher 0 0% Boxed 1 6%
Serveware 12 71%
Carded 0 0%
Total Items Featured 17 100%
Total Items Featured 17 100%
Material, Finish %
Count of Items Material, Share of Total Items Display % Share
Material, Finish Finish Featured Count of Display in of Total # of
Ceramic 16 94% Display Total # of Features Features
Glass 1 6% Pallet 15 88%
Marble 0 0% Endcap 2 12%
Melamine 0 0%
Endcap w, Trays or
Metal 0 0%
Plastic 0 0%
Display 0 0%
Porcelain 0 0% Sidekicks 0 0%
Wood 0 0% Random-Describe 0 0%
Total Items Featured 17 100% Total # of Features 17 100%
Ecommerce Features
2017 Holiday Feature Audit
Dinnerware
 Pallet Features

Retaile Categor Item Functio Materi Piece Configurati Packagi Displa

r y Description Brand n Retail al Pattern Color Count on ng y

Dinner Cake $34.9 Cerami Open

BBB ware Cake Stand Urban Farm Stand 9c Wood brown 1 Stock None Pallet

Dinner Servew $29.9 Open

BBB ware Serving tray Urban Farm are 9 Wood Wood brown 1 Stock None Pallet

Dinner Servew $49.9 Open

BBB ware Bowls Urban Farm are 9 Wood Wood brown 1 Stock None Pallet
 Summary Data

Item
Retailer Category Description Brand Function Retail Material Pattern Color Piece Count Configuration Packaging Display

Dinnerwa Cake
BBB re Cake Stand Urban Farm Stand $34.99 Ceramic Wood brown 1 Open Stock None Pallet

Dinnerwa Servewar
BBB re Serving tray Urban Farm e $29.99 Wood Wood brown 1 Open Stock None Pallet

Dinnerwa Servewar
BBB re Bowls Urban Farm e $49.99 Wood Wood brown 1 Open Stock None Pallet
 Analysis Chart
BBB Store Level Findings:
Brand % Share of
Color, Pattern %
Count of Items Featured Total Items
Count of Items Color & Share of Total
Brands by Brand Featured
Color & Pattern Pattern Items Featured
Ubarn farm 3 100.00%
Brown 3 100%
Total Items Featured 3 100%
Christmas color 0 0%
Gold 0 0%
Silver 0 0%
Retail % Share of
Cooper 0 0%
Count of Items Featured Total Items
Multiple 0 0%
Retail by Retail Featured
White & gold 0 0%
$0.00-$4.99 0 0%
White 0 0%
$5.00-$9.99 0 0%
Total Items Featured 3 100%
$10.00-$19.99 1 33%
$20.00-$29.99 1 33%
Basic, Novelty %
$30.00+ 1 33% Count of Items Basic or Share of Total
Total Items Featured 3 100% Basic or Novelty Novelty Items Featured
Basic 3 100%
Function % Share Novelty 0 0%
Count of Items Featured of Total Items Total Items Featured 3 100%
Functions by Function Featured
Cake Stand 1 33% Packaging type %
Dinnerware 0 0% Count of Items Package Share of Total
Mug 0 0% Packaging Type Items Featured
Pie plate 0 0% Without Packaging 3 100%
Bottle top 0 0% Boxed with Window 0 0%
Pitcher 0 0% Boxed 0 0%
Serveware 2 67% Carded 0 0%
Total Items Featured 3 100% Total Items Featured 3 100%

Material, Finish %
Count of Items Material, Share of Total Count of Display in Total # Display % Share of
Material, Finish Finish Items Featured Display of Features Total # of Features
Ceramic 1 33% Pallet 3 100%
Glass 0 0% Endcap 0 0%
Marble 0 0% Endcap w, Trays or
Melamine 0 0% Display 0 0%
Metal 0 0% Sidekicks 0 0%
Plastic 0 0% Random-Describe 0 0%
Porcelain 0 0% Total # of Features 3 100%
Wood 2 67%
Total Items Featured 3 100%
Ecommerce Features
Total Walmart Target BBB Kohl's
Brands Brand % Share Brand % Share Brand % Share Brand % Share
The Pioneer Woman
Better Home & Gardens
Earthwear
36.67%
33.33%
30.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
0.00%
Walmart vs. Market
No Ac chill
Threshold
0.00%
0.00%
3.57%
85.71%
0.00%
0.00%
0.00%
0.00% Store Feature Findings
Hearth & Hand 0.00% 10.71% 0.00% 0.00%
Ubarn farm 0.00% 0.00% 100.00% 0.00%
Food Network 0.00% 0.00% 0.00% 5.88%
Celebrate Fall Together 0.00% 0.00% 0.00% 5.88%
Christmas tradition 0.00% 0.00% 0.00% 29.41%
St. Nicolas Square 0.00% 0.00% 0.00% 58.82%
Total Items Featured 100% 100% 100% 100%

Retail Retail % Share Retail % Share Retail % Share Retail % Share

$0.00-$4.99 53% 22% 0% 6%
$5.00-$9.99 10% 26% 0% 24%
$10.00-$19.99 30% 26% 33% 12%
$20.00-$29.99 7% 26% 33% 29%
$30.00+ 0% 0% 33% 29%
Total Items Featured 100% 100% 100% 100%

Functions Function % Function % Function % Function %

Cake Stand 10% 4% 33% 0%
Dinnerware 7% 11% 0% 24%
Mug 3% 11% 0% 6%
Pie plate 3% 0% 0% 0%
Pitcher 7% 0% 0% 0%
Bottle top 0% 4% 0% 0%
Serveware 70% 70% 67% 71%
Total Items Featured 100% 100% 100% 100%

Material, Finish Material, Finish Material, Finish Material, Finish Material, Finish
Ceramic 100% 33% 33% 94%
Glass 0% 0% 0% 6%
Marble 0% 4% 0% 0%
Melamine 0% 4% 0% 0%
Metal 0% 37% 0% 0%
Plastic 0% 11% 0% 0%
Porcelain 0% 4% 0% 0%
Wood 0% 7% 67% 0%
Total Items Featured 100% 100% 100% 100%
 Walmart vs. Market
Color & Pattern Color, Pattern Color, Pattern Color, Pattern Color, Pattern
Store Feature Findings
Brown 0% 4% 100% 0%
Christmas color 53% 26% 0% 71%
Gold 0% 4% 0% 0%
Silver 0% 33% 0% 0%
Multiple 0% 4% 0% 0%
Cooper 0% 4% 0% 6%
White & gold 17% 11% 0% 0%
White 30% 15% 0% 24%
Total Items Featured 100% 100% 100% 100%

Basic or Novelty Basic, Novelty Basic, Novelty Basic, Novelty Basic, Novelty
Basic 100% 96.43% 100% 88%
Novelty 0% 4% 0% 12%
Total Items Featured 100% 100% 100% 100%

Packaging Packaging type Packaging type Packaging type Packaging type

Without Packaging 67% 72% 100% 94%
Boxed with Window 0% 0% 0% 0%
Boxed 13% 3% 0% 6%
Carded 20% 25% 0% 0%
Total Items Featured 100% 100% 100% 100%

Display Display % Share Display % Share Display % Share Display % Share

Pallet 20% 0% 100% 88%
Endcap 80% 100% 0% 12%
Endcap w, Trays or Display 0% 0% 0% 0%
Sidekicks 0% 0% 0% 0%
Random-Describe 0% 0% 0% 0%
Total # of Features 100% 100% 100% 100%
Market 2016 Black Friday
Market 2017 Black Friday
Walmart Black Friday
2016 2017
 Black Friday Summary Charts
BLACK FRIDAY-BY CATEGORY

# of Ads by Retailer Count of Ads by Retailer 2016 Count of Ads by Retailer 2017 Variance % Chg
Walmart 1 1 0 0.00%
BBB 0 0 0 #DIV/0!
Belk 5 6 1 20.00%
Bjs 1 0 -1 -100.00%
JCPenney 4 5 1 25.00%
Kmart 0 0 0 #DIV/0!
Kohl's 7 7 0 0.00%
Macy's 13 10 -3 -23.08%
Shopko 5 0 -5 -100.00%
Target 1 1 0 0.00%
Total # of Ads 37 30 -7 -18.92%

Count of Items Featured by Count of Items Featured by

Brands Brand 2016 Brand 2017 Variance % Chg
Fiesta 6 3 -3 -50.00%
Tabletops unlimited 2 1 -1 -50.00%
Food network 2 2 0 0.00%
Home accents 2 2 0 0.00%
Pfaltzgraff 2 6 4 200.00%
Berkley Jensen 1 0 -1 -100.00%
Villey & Boch 0 1 1 #DIV/0!
Gibson 3 1 -2 -66.67%
JC Penney Home 1 1 0 0.00%
Corelle 1 1 0 0.00%
St Nicolas Square 1 1 0 0.00%
Denby 1 0 -1 -100.00%
Lenox 2 1 -1 -50.00%
Martha Stewart 1 1 0 0.00%
Noritake 1 0 -1 -100.00%
The cellar 1 1 0 0.00%
Old Dutch 1 0 -1 -100.00%
10 Strawberry Street 1 0 -1 -100.00%
The Pioneer Woman 0 1 1 #DIV/0!
Baum 1 0 -1 -100.00%
Multiples 3 2 -1 -33.33%
Not specified 1 4 3 300.00%
Unbranded 1 0 -1 -100.00%

Findings: Total Items Featured 35 29 -6 -17.14%

Count of Items Featured by Count of Items Featured by

Private Label vs. National Brand Brand 2016 Brand 2017 Variance % Chg
Private Label 12 16 4 33.33%
National Brand 27 22 -5 -18.52%
Total Items Featured 39 38 -1 -2.56%
Market Trends-Within and Outside The Category
Social Media & Other Retail
 Holiday 2018
Opportunities and Recommendations

Trend: Natural, Eco-friendly, Simple colors, Prints