Niq Global Intelligence Plc · NYSE:NIQ

Niq Global Intelligence — The Ultimate Guide to Omnichannel Webinar (April 2025)

45 slides from Niq Global Intelligence's conference presentation, April 2025

Slide 2: Table of Contents
Table of Contents 1. Understanding the North America Omni Landscape 2. Top retailers and channels 3. Emerging Business Models and Capabilities 4. What brands should focus on to win © 2024 Nielsen Consumer LLC. All Rights Reserved.
Slide 4: What does the omni landscape look like today?
What does the The pace of change is accelerating rapidly omni landscape + Artificial look like today? Intelligence Social commerce Quick commerce Omni Omni In-store Online In-store 80 years 10 years 3 years ... In-store only In-store + Online Omnichannel Today Source: NIQ © 2024 Nielsen Consumer LLC
Slide 5: There are seven omni touchpoints
Artificial Intelligence will impact all aspects of the omni ecosystem Last mile Retail (shelf to consumer) (online and in-store) There The pace of change is accelerating rapidly—to put it mildly are seven omni + Artificial touchpoints Intelligence brands must Metaverse (virtual commerce Direct-to-co
Slide 6: Nearly every US shopper is an omnishopper
91% of buyers buy both in-store and online Nearly every US shopper The pace of change is accelerating rapidly—to put it mildly is an omnishopper Source: NIQ - OmniShopper Top factors consumers consider before making online purchases in US Products available/in-stock 90% 87% Good fresh produce select
Slide 7: Targeting a typical consumer in the US
Demographics of consumers purchasing general merchandise in the US Targeting a The pace of change is accelerating rapidly—to put it mildly Income Occupation group Generation typical consumer In-store + Artificial in the US Intelligence Boomers+ 37% White-collar 33% High-income 37% (Born before 1965)
Slide 8: While in-store sales are still the majority, there are major variances
2024 Omni Share of CPG Total $ Sales 2024 Online $ Share and $ Growth While in-store TheDollar Total CPG paceSales: of change is accelerating rapidly—to put it mildly +4.2% vs 2023 Online Share Online In-store sales are still the Baby Care 49.1% +18% -1% + Artificial majority, there are Intelligence
Slide 9: Nearly all growth is coming from online
2024 Sales Growth 2024 Sales Added (bil USD) Nearly all growth is Online is growing 18.0% 83% of sales added in 2024 52.2 coming from online over 4X faster than The pace of change is accelerating rapidly—to put it mildly came from online total retail 43.4 + Artificial Intelligence 4.2% Total Online
Slide 10: In Canada, online sales penetration lags the US
NIQ now measures Costco 2024 Omni Share of CPG Total $ Sales 2024 Online $ Share and $ Growth In Canada, online TheDollar Total CPG paceSales: of change is accelerating rapidly—to put it mildly +2.6% vs 2023 Online Share Online In-store sales penetration NON GROCERY 4.4% 13% -3% + Artificial lags th
Slide 11: Online sales growth differential is even greater than in the US
NIQ now measures Costco 2024 Sales Growth 2024 Sales Added (CAD bil) But online sales Online is growing 15.0% 17% of sales added in 2024 3.06 growth differential over 5.7X faster came from online to the total market than total retail + Artificial Intelligence is even greater than in the US 2.6% 0.59
Slide 12: Online represents an opportunity to grow basket size
NIQ now measures Costco 2024 Units Per Occasion By Department In Store Online 10.6 7.3 Online represents The pace of change is accelerating rapidly—to put it mildly an opportunity to 3.4 2.3 2.2 1.7 2.4 1.9 3.0 2.4 2.3 1.9 1.9 2.0 + Artificial grow basket size Intelligence GENERAL BABY CARE HEALTH &
Slide 13: Top online categories today span departments
NIQ now measures Costco Top 20 US Categories By 2024 Online Sales (USD bil) 2024 Online Sales YoY 25 35% 21.8 Top online The pace of change 30.9% is accelerating rapidly—to put it mildly 28.6% 30% 20 categories today 18.1 25.3% 24.7% 25.5% 25% 20.1% + Artificial span departments 15 15.0 14.1 19.0% 2
Slide 14: The largest categories today are seeing much of their growth come from online
NIQ now measures Costco Top 20 Categories US by Total Omni Sales – YoY Growth Comparison YoY Total Growth YoY Online Growth 35% 30.9% The largest 30% The pace of change is accelerating rapidly—to put it mildly 25.3% 25.5% categories today 25% 24.7% + Artificial 21.2% are seeing much 20% 19.0% 19.9%
Slide 15: Shipped and delivery the primary fulfillment modality
NIQ now measures Costco US Online Sales by Quarter (USD bil) Shipped and Delivery Pickup Shipped and The pace of change is accelerating rapidly—to put it mildly 80.3 delivery the + Artificial primary fulfillment 68.2 67.4 67.8 68.9 Intelligence 15.5 modality, gaining 59.6 57.2 57.4 58.1 13.7 14.0 14
Slide 16: Certain categories see higher pickup utilization by shoppers
NIQ now measures Costco 2024 US Online Sales - Fulfillment Modality by Department Shipped & Delivery Pickup Certain categories The pace of change is accelerating rapidly—to put it mildly 7.6% 8.9% 7.8% see higher pickup 12.9% 13.9% 22.0% + Artificial utilization by Intelligence 39.0% shoppers 92.4%
Slide 18: There are leading retail formats in today's landscape
NIQ now measures Costco % Chg. Vs Year Ago 15% Unit % Chg. Vs YA Amazon There are leading The pace of change is accelerating rapidly—to 10% put it mildly Warehouse Club retail formats in today’s landscape 5% Mass Merch + Artificial Intelligence Home Improvement All Other Value % Chg. Vs YA 0% -10% -
Slide 19: For Amazon, it is critical to understand first- versus third-party dynamics
NIQ measures Amazon Amazon is the leading pureplay eCommerce platform in North America Amazon Department % Chg. Vs Year Ago For Amazon, it is The pace of change is accelerating rapidly—to put it mildly 45% critical to 40% Food 1P + Artificial understand first- Intelligence 35% party versus Household
Slide 20: Amazon 1P has gained 4 points of share from B&M
NIQ measures Amazon Amazon is …….. 100% 10.31% 10.57% 11.25% 11.58% 12.35% 12.58% 13.32% Amazon 1P has The pace of change is accelerating rapidly—to put it mildly 90% 14.29% gained 4 points of 80% + Artificial share from B&M 70% The pace of Amazon 1P growth has Intelligence accelerated, gaining near
Slide 21: Amazon is carrying substantial exclusive assortment
NIQ provides Amazon comparability via UPCNIQ measures Amazon mapping Amazon 1P Total US 200+ HBC Brand Brand Low (Brand Variant) (Synd Model) xAOC $ Total TA $ When ASINs are Variants with over LUBRICANTS BRAND N/A $40,764,316 $1M of sales on MEDICAL PRODUCT BRAND $26,029,646 mapped to UPCs, Amazon
Slide 22: Amazon consistently undercuts B&M on price on top items
NIQ NIQ measures measures Amazon Amazon Top Brand Towelette 25ct 2 pack, Average EQ Price Amazon is …….. $0.24 $0.22 Amazon $0.20 consistently $0.18 undercuts B&M $0.16 on price on top items Amazon 1P (Synd Model) Total TA Total US xAOC Top Brand Facial Cleanser 16oz, Average EQ Price $1.05 $1.00 $0
Slide 23: Analyzing product attributes can drive additional insights
NIQ measures Amazon Amazon is …….. Facial Cleanser Category, “Oil Free” versus No “Oil Free” claim Analyzing product Total US vs Amazon - 2024 % Chg. Vs Year Ago attributes can 35% Unit % Chg. Vs YA Amazon 1P (No Claim) drive additional 30% insights 25% Amazon 1P (Oil Free) 20% 15% 10% 5% Value % Ch
Slide 25: Private label sales a key input to understanding overall Costco dynamics
Costco US Departments 2024 Sales All Other Private Label Private label sales More data coming soon… a key input to + Artificial understanding Intelligence overall Costco dynamics Source: NIQ Source: Full View Measurement – Costco NIQ © 2024 Nielsen Consumer LLC. All Rights Reserved. 25
Slide 26: Brands need category level data to benchmark growth at this retailer
Top 15 Costco US Categories 2024 Sales % Chg vs YA Brands need More data coming soon… category level data + Artificial to benchmark Intelligence growth at this important retailer Source: NIQ Source: NIQ Full View Measurement – Costco © 2024 Nielsen Consumer LLC. All Rights Reserved. 26
Slide 28: Key emerging areas for omni retail in 2025
Key emerging areas for omni Retail Media Social Commerce retail in 2025 Artificial Intelligence Fulfillment Capability Source: NIQ Source: NIQ © 2024 Nielsen Consumer LLC. All Rights Reserved. 28
Slide 29: Retail media investment to accelerate through 2026
Retail Social Media Commerce Artificial Fulfillment Intelligence Capability CPG Retail Media Spend Projections Retail Media $27 billion The pace of change is accelerating rapidly—to put it mildly investment to By 2026 + Artificial accelerate through 17.9% 2-Yr Forecasted CAGR Intelligence 2026 Drive
Slide 30: Social Commerce platforms experiencing explosive growth
Retail Social Media Commerce Artificial Fulfillment Intelligence Capability US Top Social Commerce Platforms Sales (USD bil) 2022 2023 2024 2-yr CAGR Social Commerce The pace of change is accelerating rapidly—to put it mildly 50.87 platforms experiencing 42.16 explosive growth 33.10 9.78 2.52 0.44 0
Slide 31: TikTok Shop is rivaling established eCommerce platforms
Retail Social Media Commerce Where do you normally shop for grocery & household items? % respondents who shop at this channel – U.S. Artificial Fulfillment Intelligence Capability Order from a pure play online retailer for home delivery 85% A combination of physical store and online options 85% TikT
Slide 32: For manufacturers, there is a disconnect between funds allocation and preparedness for social
Retail Social Media Commerce Artificial Fulfillment Intelligence Capability MANUFACTURERS For manufacturers, “ToThe pace of change is accelerating rapidly—to put it mildly what extent is your company allocating funds to “To what extent is your company able to quickly there is a capitalize on social
Slide 33: Consumers are mostly open to Artificial Intelligence
Retail Social Media Commerce Artificial Fulfillment Intelligence Capability % of shoppers who would accept a product 47% Consumers are 40% recommendation from their AI 48% assistant (e.g., Siri on iPhone, 33% mostly open to Amazon Alexa, etc..) 20% + Artificial Artificial Intelligence 46% leverage A
Slide 34: AI has the potential to transform shelf strategy
Retail Social Media Commerce Artificial Fulfillment Intelligence Capability AI has the potential The pace of change is accelerating rapidly—to put it mildly to transform shelf + Artificial Number of visible SKUs strategy Intelligence Physical Shelf 50+ SKUs Digital Shelf 5+ SKUs Mobile Shelf 4+ SKUs
Slide 35: AI embedding across the entire retail value chain
Retail Social AI embedding across the entire retail Media Commerce value chain Artificial Fulfillment Intelligence Capability AI Shopping Agents AI embedding The pace of change is accelerating rapidly—to put it mildly AI Chatbot Assisted Search across the entire Shopper Review Summaries + Artificial
Slide 36: There is a fulfillment speed arms race underway in eCommerce
Retail Social Media Commerce Total US eCommerce Avg. # of Days from Order to Delivery Artificial Fulfillment 4.2 4.0 Intelligence Capability 3.7 3.4 2.7 2.7 3.0 There is a fulfillment The pace of change 2.1 2.8 is accelerating rapidly—to put it mildly 1.6 2.1 1.9 Ship to Door Click to Ship speed arm
Slide 38: Strategic prioritization requires accurate opportunity measurement
Strategic The pace of change is accelerating rapidly—to put it mildly Test Prioritize prioritization of High Growth High Growth + Artificial numerous Low Scale High Scale Intelligence business models, Sales Growth channels, retailers, and capabilities requires accurate opportunity Monitor Maintain L
Slide 39: Distribution must be considered in coordination with price and pack size
Tailored Exclusive → Retailer Exclusive National Distribution National Distribution The pace of change is accelerating rapidly—to put it mildly Products that launched in a Products that launched Products that launch in 1 Products that launched with must be Description primarily with an exclusive spe
Slide 40: Retail Media needs to be integrated into omni strategy
Collaboration & Partnership Retail Media needs The pace of change is accelerating Execution rapidly—to put it Knowledge Accountability mildly Sharing to be integrated into + Artificial Joint Business 1 OOS & Distribution 1 Keywords volume Intelligence Planning 2 Campaign compliance 2 Key Audiences 3
Slide 41: NIQ Better For: reach shoppers through attributes, ingredients, and benefits
90% of CPG searches on Amazon are unbranded Better ForTM is a bellwether of wellness trends and consumer priorities $ % Chg. YA | Food & Beverage Reach shoppers The pace 20% of change is accelerating rapidly—to put it mildly Total Food & Beverage through attributes, 15% F&B - Better For F&B - Ultra-
Slide 42: Retail media alone does not guarantee success, multiple other drivers contribute
Anonymized Case Study - Business Drivers Level of Importance (%) on Sales Retail media alone The pace of change is accelerating rapidly—to Retailer 1 put it Retailer Series1 mildly 2 Series2 does not guarantee 27% Digital Shelf Management Retail Media Management + Artificial success, multiple 22% In
Slide 43: Don't neglect digital shelf fundamentals
Availability Visibility Attractiveness Performance Don’t neglect digital The pace of change is accelerating rapidly—to put it mildly shelf fundamentals Inventory Traffic Conversion + Artificial Intelligence Market Share Share of Wallet OOS Assortment Search Media Content Ratings Price & Online/Offli
Slide 44: Your next steps
Here are the top six actions CPG leaders can take today to shore up their omni strategy: Your next steps 1 2 3 4 5 6 Champion Accurately Internally Drive digital Integrate Begin Omnichannel measure continue shelf sustainability optimizing for internally as retailers, building omni excellence to and

NIQ Global Intelligence — The Ultimate Guide to Omnichannel Webinar (April 2025) on 6ix

Niq Global Intelligence — The Ultimate Guide to Omnichannel Webinar (April 2025)

Slide 1: The Ultimate Guide to Omnichannel

Slide 2: Table of Contents

Slide 3: 1. Understanding the North America Omni Landscape

Slide 4: What does the omni landscape look like today?

Slide 5: There are seven omni touchpoints

Slide 6: Nearly every US shopper is an omnishopper

Slide 7: Targeting a typical consumer in the US

Slide 8: While in-store sales are still the majority, there are major variances

Slide 9: Nearly all growth is coming from online

Slide 10: In Canada, online sales penetration lags the US

Slide 11: Online sales growth differential is even greater than in the US

Slide 12: Online represents an opportunity to grow basket size

Slide 13: Top online categories today span departments

Slide 14: The largest categories today are seeing much of their growth come from online

Slide 15: Shipped and delivery the primary fulfillment modality

Slide 16: Certain categories see higher pickup utilization by shoppers

Slide 17: 2. Top retailers and channels

Slide 18: There are leading retail formats in today's landscape

Slide 19: For Amazon, it is critical to understand first- versus third-party dynamics

Slide 20: Amazon 1P has gained 4 points of share from B&M

Slide 21: Amazon is carrying substantial exclusive assortment

Slide 22: Amazon consistently undercuts B&M on price on top items

Slide 23: Analyzing product attributes can drive additional insights

Slide 24: © 2024 Nielsen Consumer LLC. All Rights Reserved.

Slide 25: Private label sales a key input to understanding overall Costco dynamics

Slide 26: Brands need category level data to benchmark growth at this retailer

Slide 27: 3. Emerging Business Models and Capabilities

Slide 28: Key emerging areas for omni retail in 2025

Slide 29: Retail media investment to accelerate through 2026

Slide 30: Social Commerce platforms experiencing explosive growth

Slide 31: TikTok Shop is rivaling established eCommerce platforms

Slide 32: For manufacturers, there is a disconnect between funds allocation and preparedness for social

Slide 33: Consumers are mostly open to Artificial Intelligence

Slide 34: AI has the potential to transform shelf strategy

Slide 35: AI embedding across the entire retail value chain

Slide 36: There is a fulfillment speed arms race underway in eCommerce

Slide 37: 4. What brands should focus on to win

Slide 38: Strategic prioritization requires accurate opportunity measurement

Slide 39: Distribution must be considered in coordination with price and pack size

Slide 40: Retail Media needs to be integrated into omni strategy

Slide 41: NIQ Better For: reach shoppers through attributes, ingredients, and benefits

Slide 42: Retail media alone does not guarantee success, multiple other drivers contribute

Slide 43: Don't neglect digital shelf fundamentals

Slide 44: Your next steps

Slide 45: Thank you!