Investor Presentaiton

KNOWING, UNDERSTANDING, AND SATISFYING OUR CUSTOMERS ARE THE FOUNDATIONS FOR PROVIDING THEM A UNIQUE SHOPPING EXPERIENCE. THIS YEAR WE CONDUCTED SEVERAL MEASURES TO MAKE THIS PROPOSITION A REALITY. $2 We created the Vice Presidency for Customer and Market Intelligence, whose purpose is to analyze every aspect involved in satisfying our customers and having on our shelves the products they want at prices in keeping with their needs and expectations. 食 Through research panels we received information on what they felt about our different business formats on a national and regional basis, and then used the opinions expressed to generate new commercial offerings and to help keep us as retail sector leaders. We reinforced our mystery shopper program so as to verify the shopping experience and be able to monitor performance standards at our points of sale, observe compliance with established service processes in all our stores, and advise operations teams on how to implement continuous improvement processes for customer service and product display. In order to have direct contact with the customers, we have a call center available to them that serves as a link; the purpose is to hear their comments and concerns, and provide the necessary solutions. 2013 Financial and Social Responsibility Report These measures have helped us to achieve much progress in understanding changes taking place in the market and the new shopping habits of our customers, in addition to enhancing our communication and interaction with them. Stemming from this, we have implemented a regionalization process with customer and market data for our regional suppliers; with this, our customers can now find in our stores the products that they used to have to purchase in traditional markets. What is more, in our formats we have underscored the differentiation that characterizes us; each format focuses on the unique needs of specific segments, all with their own value proposition. 17

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