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Joyce Chandler
Chief of Perishables, Acting
Industry:
DeCA:
Al Oliver – Military Produce Group
David McMurtry – Kraft Foods
Randy Meador - Kraft Foods
Tim Brown – Empower IT, Inc.
Kimberly Dressler – Sara Lee
Joyce Chandler
Bonita Moffett
Les Simpson
Bridget Bennett
David Leffert
Lou Kennedy
Randi Robinson
Amy Perkinson
• DeCA’s Vision of the Perimeter/Importance
Increasing sales and patron awareness
Perimeter drives patron savings
Perimeter offers the greatest opportunity to build
and solidify customer loyalty and capture sales
lost to civilian retailers
Fresh Meat
Fresh Seafood
Deli
$3.22/lb
$5.28/lb
$6.04/lb
Dairy
Frozen
Bakery
$2.51/unit
$3.51/unit
$4.42/transaction
Chilled Meat (UPC)
$2.76/lb
Chilled Meat (Random Wt.) $1.85/lb
Fresh Fruits/Vegetables (FF&V)
Produce w/Grocery
Combined Average
$0.98/lb
$2.26/lb
$1.62/lb
Kimberly Dressler
Manager, Space Strategy
Category Management Sara Lee
While the center aisles still account for the majority of
sales, it is the perimeter where customers are spending
most of their time. Why?
Less Processed Food
Renewed interest in consuming more
healthful, less processed food, and
the perimeter is simply more
interesting.
Shopper Experience
There is also more variance at play
that can influence the time needed:
customer service, meal planning,
price, seasonality and quality.
Healthier Foods
When you stay on the perimeter of
the store, you'll find that you end up
eating a healthier and more nutritious
diet.
You are now eating real food- filled
with vitamins and nutrients straight
from nature, not imitation fare
created both to last forever on the
shelf and to satisfy our society's
cravings for fat, sugar and salt.
Article Source: http://EzineArticles.com/?expert=A._Chris_Moreno , Published: March 10, 2010
Shoppers are not going down most
aisles at the frequency they used to
Common Shopping Method
Today, the more common way to
shop is to only go down select
aisles.
50% of consumers shop this way,
which is a 6% increase since 2008.
Path to Purchase
Shoppers are highly focused on
specific sales and specific coupons
when shopping conventional
supermarkets.
This strongly suggests consumers
are cherry picking grocery stores.
Article Source: UBS cites research from Kantar Retail Published: March 13, 2012
Military shoppers are highly
planned & actively seek
information to plan their
shopping trips
Perishables are out-pacing Edible Food in dollar and
unit sales growth versus YAGO
Department
Total Edible Sales (1)
Dollar Sales
(millions)
Dollar % Chg
vs. YAGO
Unit Sales
(millions)
Unit % Chg
vs. YAGO
$267,544.6
3.7%
107,078.1
-1.5%
Chill
$67,110.4
0.1%
25,656.8
0.0%
Frozen
$34,198.5
0.0%
11,003.0
0.0%
$87,837.7
5.1%
37,266.1
-0.3%
$6,925.6
4.3%
2,645.1
0.8%
Meat
$32,580.8
5.4%
10,740.2
-1.6%
Produce
$28,812.7
4.4%
20,248.8
-0.3%
Deli
$15,306.4
6.9%
3,007.3
4.0%
$4,212.0
3.9%
624.5
-2.6%
Total Perishables (2)
Bakery
Seafood
Source1: SymphonyIRI Group Infoscan Syndicated Reviews Data, Total US- FDMx, Latest 52 WE Mar 18, 2012
Source2: Nielsen Perishables Group FreshFacts®, TotUS, 52 weeks ending 2/25/12
Quarterly dollar sales trends for Perishables continue
to see 5% or greater growth versus YAGO
% Chg vs. YAGO
5.0%
Source: Nielsen Perishables Group FreshFacts®, TotUS, 52 weeks ending 2/25/12
5.7%
6.6%
5.0%
Perimeter categories are important for generating sales
Non-Perimeter(1)
Perimeter(2)
CATEGORY - FZ NOVELTIES
CATEGORY - FZ PIZZA
All Categories
(millions)
Top 25
(millions)
% of Sales
# of Cats +5%
$ vs YAGO
$149,183.5
$69,960.8
46.9%
4
$98,324.8
$66,811.4
67.9%
6
$2,928,744,448
$3,107,801,600
CATEGORY - BREAKFAST MEATS
$3,543,880,192
CATEGORY - RFG FRESH EGGS
$3,559,996,416
CATEGORY - LUNCHEON MEATS
> +5% Growth vs YAGO
$3,649,158,656
CATEGORY - RFG JUICES/DRINKS
$4,445,490,688
CATEGORY - ICE CREAM/SHERBET
$4,552,313,856
CATEGORY - YOGURT
$4,695,679,488
CATEGORY - FZ DINNERS/ENTREES
$6,159,934,464
CATEGORY - NATURAL CHEESE
$8,188,719,104
CATEGORY - FRESH BREAD & ROLLS
$9,989,911,552
CATEGORY - MILK
CATEGORY - BABY FORMULA/ELECTROLYTES
$11,989,798,912
$2,609,193,728
CATEGORY - SNACK BARS/GRANOLA BARS
$2,774,112,512
CATEGORY - TOTAL NON-CHOCOLATE CANDY
$2,830,923,008
CATEGORY - BOTTLED JUICES - SS
CATEGORY - SOUP
$3,740,357,120
$4,042,806,272
CATEGORY - COOKIES
$4,301,624,320
CATEGORY - CRACKERS
$4,328,664,064
CATEGORY - COFFEE
CATEGORY - BOTTLED WATER
CATEGORY - TOTAL CHOCOLATE CANDY
Perimeter
Non-Perimeter
$4,688,948,736
$5,080,249,856
$5,806,445,056
CATEGORY - COLD CEREAL
CATEGORY - SALTY SNACKS
CATEGORY - CARBONATED BEVERAGES
Source: SymphonyIRI Group Infoscan Syndicated Reviews Data, Total US- FDMx, Dollar Sales, Latest 52 WE Mar 4, 2012
$6,455,872,000
$9,728,324,608
$13,573,348,352
Total Grocery stores sales are poised for continued growth
as food prepared at home – the highest in 30 years!
Distribution of Eating Opportunities
(Share Change 2006 – 2011)
47% (+4.1 pts)
Prepared In-Home
At Home
51%
(+4.2 share pts)
Take-Home from
Restaurants
4%
(+0.1 pts)
Carried from Home
11%
At Restaurant
Away from
Home
34%
(-4.2 share pts)
9%
(+1 pt)
(-0.3 pts)
On the Run
6%
(-1.4 pts)
At School/Work
6%
(-0.7 pts)
Guest
NR
Skipped
*Source: NPD Group / National Eating Trends and CREST Services U.S. 2011
2%
-0.2 pts)
1% (-0.3
pts)
13%
(-2.2 pts)
7 of the top 10 foods consumed at home
are from Perimeter categories
Percent of Individuals Consuming In-Home
at Least Once in Two Weeks
1. Sandwiches
90
2. Vegetables
86
3. Potatoes
80
4. Salty Snacks
77
5. Bread
74
6. Fruit
74
7. RTE Cereal
71
8. Chicken
71
9. Salads
10. Eggs
*Source: NPD National Eating Trends, 2011
67
60
Perimeter
Non-Perimeter
Across the store, Perimeter categories hold high
share of sales made during pantry stock-up trips
Share of Category Dollar Sales Made During Pantry Stock Up Trips
Top store categories ranked on dollar share
60%
of Military
trips are
Stock-Up
Perimeter
Non-Perimeter
Source: SIG Consumer Network 52wks ending 8/11, Every SIG Reviews Category Compared Trip Types defined by SIG
Shopper is focused on eating healthy, most health-base
web-sites are steering consumers to the Perimeter
Eat Better: Quick Tips - Grocery
Shopping
Avoid shopping on an empty
stomach. You’re more likely to make
impulse purchases on less nutritious
items that cost more.
Make a shopping list.
If you keep a running list at home of
items that need to be replaced, you won’t
have to worry about forgetting anything.
Use this sample grocery list.
Shop the perimeter of the store.
The freshest and best foods are generally
located around the outside aisles (or
perimeter) of the store. You may need to
go to specific aisles for other healthy
items such as canned beans, nuts and
natural peanut butter, dried fruit, and
high fiber cereal, although these are
sometimes found along the perimeter
also.
Article Source: http://www.inshapeindiana.org/93.htm
Tim Brown
VP, Business Solutions
Empower IT, Inc.
Perimeter Overview
•
•
•
Total Perimeter category dollars +5.4% 2011 vs 2010
Perishable categories outpacing total Edible categories
DeCA Perishable growth slightly ahead of retail, but Chill/Frozen
outperforming
Department
Dollar Sales
(millions)
Dollar % Chg
vs. YAGO
TOTAL DeCA
5,669.9
2.8%
Total Edible (1)
4,408.6
4.2%
3.7%
Chill
768.8
7.6%
0.1%
Frozen
510.8
1.6%
0.0%
1,113.1
5.7%
5.1%
Produce
481.9
4.4%
4.4%
Meat
443.3
7.6%
5.4%
Deli
140.9
6.0%
6.9%
47.0
.9%
4.3%
Total Perishable (2)
Bakery
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Retail Dollar
% Chg vs.
YAGO
Perimeter - 2 Year Sales Trends by Period
Perishables sales increased 2011 vs. 2010 in each period
Bakery, Deli, Meat, Produce
$120
$100
8.6
8.7
7.2
6.3
8.5
$80
$60
$40
$20
$0
2010 Total Perishable
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
2011 Total Perishable
8.0
6.9
Perimeter - 2 Year Sales Trends by Period
Total Perimeter sales also increased each period 2011 vs. 2010.
Total Perimeter
(Perishable+Fzn+Chill)
$250
$200
5.8
5.7
6.4
5.7
$150
$100
$50
$0
2010
2011
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11 – June number represents average of scan periods 6 & 7.
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
7.9
7.4
8.0
Perimeter contribution to Edible dollar sales has
continued to increase
% of Total Edible Dollars
100%
90%
80%
70%
53.7%
60%
+ .6 pts
vs YAGO
54.3%
50%
40%
30%
46.3%
45.7%
2010
2011
20%
Non-Perimeter
Perimeter
*Estimated % of Total Edible $ in Retail: 53.2%
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Perimeter increases have been greatest in…
2011
32.1%
18.5%
2010
31.5%
18.1%
% Chill
% Meat
+.7
+.4
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Jan-10
Apr-10
Jul-10
Bakery
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Oct-10
Deli
Meat
Jan-11
Produce
Apr-11
Frozen
Jul-11
Chill
Oct-11
Millions
Perimeter sales highest in December,
but peak periods vary by department
200
150
100
50
Jan-11
Feb-11
Mar-11
Apr-11
May-11
Bakery
Deli
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Jun-11
Meat
Jul-11
Produce
Aug-11
Sep-11
Frozen
Oct-11
Chill
Nov-11
Dec-11
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Meat
Bakery
Nov-11
Dec-11
Nov-11
Dec-11
Dec-11
Aug-11
Jul-11
Jun-11
May-11
Nov-11
1.9
Oct-11
2.9
Oct-11
3.9
Oct-11
Peak: Dec
Sep-11
16.8
Sep-11
26.8
Sep-11
36.8
Aug-11
Peak: July, Dec
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Millions
Frozen
Jul-11
4.9
Jun-11
Deli Peak: Mar, J-A, Dec
Apr-11
46.8
Mar-11
Produce Peak: Mar, July
May-11
5.1
Feb-11
27.2
Apr-11
7.1
Jan-11
47.2
Mar-11
9.1
Jan-11
42.2
37.2
32.2
27.2
22.2
17.2
Millions
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Millions
67.2
Feb-11
11.1
Millions
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Millions
Chill
Peak: Dec
Jan-11
Dec-11
Nov-11
Oct-11
Sep-11
Aug-11
Jul-11
Jun-11
May-11
Apr-11
Mar-11
Feb-11
Jan-11
Millions
Perimeter sales highest in December,
but peak periods vary by department
Peak: Feb, Dec
41.5
36.5
31.5
26.5
21.5
16.5
Perimeter Top 25 Categories by Dollar Sales
(91% of Total Perimeter)
All but 4 have increased dollar sales vs. year ago.
$ % Chg
YAGO
% of
Perishables
Avg Num ber
Item s
Carried
Rank
Category
$ Volum e
1
PRODUCE
481,902,747
4.4
20.1
n/a
2
FRESH MEAT
443,306,131
7.6
18.5
n/a
3
MILK PRODUCTS
146,489,010
8.2
6.1
117.0
4
DELI
140,863,940
6.0
5.9
n/a
5
CHEESE
126,187,827
7.3
5.3
205.7
6
FROZEN DINNERS
79,558,629
(1.5)
3.3
387.9
7
COLD CUTS
78,548,313
2.3
3.3
189.4
8
BREAKFAST MEATS
58,240,658
15.7
2.4
73.1
9
FROZEN FISH/SHRIMP/SEAFOOD
54,954,776
6.4
2.3
119.7
10
YOGURT
52,782,792
8.1
2.2
140.0
11
BAKERY
47,025,117
0.9
2.0
n/a
12
FROZEN PIZZA
42,710,736
0.2
1.8
94.9
13
BUTTER/MARGARINE
42,226,770
11.8
1.8
69.9
14
JUICE/DRINKS - CHILLED
40,989,131
1.8
1.7
77.4
15
EGGS
39,478,848
10.5
1.7
12.2
16
FROZEN VEGETABLES
36,892,837
1.9
1.5
168.0
17
DINNER SAUSAGE
33,541,559
9.4
1.4
61.8
18
ICE CREAM
33,044,183
5.8
1.4
191.8
19
FROZEN BREAKFAST
32,428,913
12.4
1.4
118.8
20
FROZEN RAW CHICKEN
31,224,222
(3.9)
1.3
18.9
21
FROZEN PREPARED CHICKEN
30,286,494
(3.3)
1.3
55.7
22
FROZEN MEAT
27,688,941
1.8
1.2
67.6
23
FROZEN FAST FOOD/SNACKS
26,037,009
(2.4)
1.1
92.0
24
FRANKFURTERS
23,247,662
5.8
1.0
41.0
25
FROZEN NOVELTIES
22,533,323
1.6
0.9
119.6
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Importance of Perimeter Categories to Edible $ Sales
EDIBLE
CATEGORIES
All Categories
(millions)
Top 25
(millions)
% of Sales
# of Cats +5%
$ vs YAGO
Non-Perimeter
$2,016.0
$ 1,008.8
50.0%
2
Perimeter
$1,279.6
$ 799.1
62.4%
7
FROZEN VEGETABLES
EGGS
JUICE/DRINKS - CHILLED
BUTTER/MARGARINE
FROZEN PIZZA
YOGURT
FROZEN FISH/SHRIMP/SEAFOOD
BREAKFAST MEATS
COLD CUTS
FROZEN DINNERS
CHEESE
MILK PRODUCTS
RICE
COOKING/SALAD/OLIVE OIL
WATER
NUTRITIONAL SNACKS
SOUP
JUICE/DRINKS - SHELF STABLE
TOTAL COFFEE
CONFECTIONERY
BREAD
RTE CEREAL
SALTY SNACKS
BISCUITS
CARBONATED BEVERAGES
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
$36,892,837
$39,478,848
$40,989,131
$42,226,770
$42,710,736
$52,782,792
$54,954,776
$58,240,658
> +5% Growth vs YAGO
$78,548,313
$79,558,629
$126,187,827
$146,489,010
$36,409,867
$40,207,463
$42,420,028
$45,206,381
$52,612,451
Perimeter
Non-Perimeter
$72,419,972
$91,261,205
$93,024,430
$102,756,728
$105,291,619
$106,131,336
$109,609,066
$111,480,319
Top Perimeter Categories Price Comparison
2011 vs. 2010
Average Category Price
Category
2011
DeCA
2010 Change % Change
MILK PRODUCTS
FROZEN DINNERS
COLD CUTS
BREAKFAST MEATS
FROZEN FISH/SHRIMP/SEAFOOD
YOGURT
FROZEN PIZZA
JUICE/DRINKS - CHILLED
EGGS
DINNER SAUSAGE
ICE CREAM
FROZEN BREAKFAST
FROZEN MEAT
FROZEN FAST FOOD/SNACKS
FRANKFURTERS
$2.45
$2.06
$2.05
$2.61
$5.70
$1.04
$2.70
$2.45
$1.80
$2.52
$2.76
$2.02
$3.90
$2.63
$1.75
$2.26
$2.04
$1.95
$2.36
$5.30
$0.92
$2.66
$2.44
$1.65
$2.33
$2.59
$1.89
$3.51
$2.58
$1.71
0.19
0.02
0.10
0.25
0.40
0.12
0.04
0.01
0.15
0.19
0.17
0.13
0.39
0.05
0.04
8.4%
1.0%
5.1%
10.6%
7.5%
13.0%
1.5%
0.4%
9.1%
8.2%
6.6%
6.9%
11.1%
1.9%
2.3%
Retail
2011
% Chg
$2.94
$2.59
$3.00
$3.73
$6.80
$1.17
$3.16
$2.85
$2.18
$3.69
$3.58
$2.89
$4.29
$3.60
$2.48
11.0%
3.6%
5.0%
8.8%
4.2%
12.4%
4.7%
3.7%
9.3%
5.4%
9.9%
5.8%
5.5%
3.1%
5.6%
Based on 52 week total dollar and package sales. Actual items carried in each channel may
vary by size and by year. Promotional activity will also effect average price comparisons.
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Top 25 Stores - Perimeter Index to ConUS
4 Stores generate 10% more from Perimeter sales than ConUS average
• Of the Top 25 stores by Perimeter Index, 18 are class 1 or 2 stores
R
an
Pe
k
ri m
R et
an e
k r
$
To
t
hm
ea
t
Lu
nc
en
Fr
oz
D
ai
ry
CLASS
M
ai
n
•
CONUS (INC AK/HI)
TOTAL $ Perimeter $
(millions) (millions) % Perimeter
Perimeter
Index to
ConUS
$4,042.5
$2,055.5
50.8%
HI-PEARL HARBOR, HI(WHW)
4
4
4
4
3
2
$65.8
$41.2
62.6%
123.1
NE-NEWPORT NETC, RI(NFE)
HI-HICKAM AFB, HI(WHU)
NW-BREMERTON, WA(WGN)
AK-KODIAK, AK(WJ1)
NE-SARATOGA SPRINGS (SCOTIA), NY(NE5)
SO-MERIDIAN NAS, MS(SKH)
NE-PATUXENT RIVER NAS, MD(NAB)
CN-PORTSMOUTH NSY, VA(CBK)
SO-PARRIS ISLAND MCRD, SC(SKP)
MW-CORPUS CHRISTI NAS, TX(MCY)
SO-WHITING FIELD NAS, FL(SJS)
SO-MAYPORT NS, FL(SJ5)
NE-DAHLGREN NSWC, VA(NFK)
SO-NEW ORLEANS NSA, LA(SJQ)
NW-BANGOR NSB, WA(WGM)
2
4
2
1
1
1
2
2
2
1
1
3
1
2
2
2
4
1
1
1
1
2
2
2
1
1
4
1
3
4
2
4
1
1
1
1
2
2
1
2
1
4
1
2
3
2
4
1
1
1
2
2
2
2
1
1
4
1
3
4
112
43
111
162
158
153
89
94
126
140
151
76
167
135
71
101
28
102
158
152
147
76
82
110
138
146
68
162
129
62
$13.3
$35.4
$13.3
$3.5
$4.3
$4.9
$18.5
$17.2
$11.6
$7.5
$5.1
$21.7
$2.9
$9.2
$23.8
$8.1
$21.3
$8.0
$2.1
$2.5
$2.9
$10.9
$10.1
$6.8
$4.4
$3.0
$12.7
$1.7
$5.3
$13.8
61.0%
60.3%
60.1%
59.5%
59.4%
59.4%
58.7%
58.6%
58.6%
58.4%
58.3%
58.2%
58.0%
58.0%
58.0%
120.0
118.6
118.2
117.0
116.8
116.8
115.5
115.2
115.2
114.9
114.6
114.5
114.2
114.1
114.0
SO-JACKSONVILLE NAS, FL(SJL)
5
5
5
5
19
10
$47.5
$27.5
57.8%
113.7
HI-KANEOHE BAY, HI(WHV)
MW-LAUGHLIN AFB, TX(MC7)
SO-ALBANY MCLB, GA(SJU)
SO-MOODY AFB, GA(SJ7)
NE-FORT DETRICK, MD(NFN)
3
1
1
2
1
3
1
1
2
1
3
1
1
3
2
3
1
1
2
1
54
166
155
122
131
43
163
150
108
128
$30.7
$2.9
$4.5
$12.4
$9.9
$17.5
$1.7
$2.6
$7.0
$5.6
57.1%
56.9%
56.9%
56.7%
56.6%
112.3
111.9
111.8
111.5
111.4
HI-SCHOFIELD BARRACKS, HI(WHX)
4
4
4
4
8
5
$54.7
$30.6
55.9%
110.0
NW-WHIDBEY ISLAND, WA(WGU)
SO-KINGS BAY NSB, GA(SJ4)
3
2
3
2
3
2
3
2
67
118
56
107
$25.5
$12.9
$14.3
$7.1
55.9%
55.3%
110.0
108.8
Source1: Empower IT, Inc., Worldwide, 52 weeks ending 12/24/11
Source2: DeCA Perishables Division, Worldwide, 52 weeks ending 12/31/11
Les Simpson
Program Manager
Fresh Meat & Seafood
Go Lean with Protein
Merchandising Initiatives
Industry Opportunities
Bridget Bennett
Program Manager
Produce
Standardize Produce Promotions
Standardize Data
Increase Sales
Clean Up Commodities and Create POGS
(Items other than FF&V)
Eliminate USDA Grading Inspections
Implement Produce Manager Career Path
Improve Produce Inventory Process
Improve Produce Pricing Procedures
Dave Leffert
Program Manager
Deli/Bakery & Sushi
The average per pound price of a core deli item- ham,
turkey, bologna, etc is $6.04
Deli/bakery accounts for 3.2% of store’s sales
Of total customer transactions, 17.9% consist of deli
purchases (11.4% from the bakery)
YTD sales for the deli and bakery are up 8.3% and 1.6%,
respectively
Deli and bakery contributes $8.43 and $4.42 respectively,
to DeCA’s $62.60 average ring
YTD sushi sales are $12.7 million
Up 13.3%
Growth has exceeded 20% for each of the last three years
YTD hot food sales are $5.2 million, up 31.6%
The popularity of rotisserie chicken has made it a
fixture in many ‘grab-n-go’ merchandisers
Freshly made sandwiches have become one of
the best selling items in the deli
In Europe, they are the number one selling item
Contractors are motivated to generate sales to increase
revenue- increased sales for the contractors equates to
greater sales and surcharge funds for DeCA
Contracted deli/bakeries do not impact DeCA appropriated
funds when they hire personnel
Customers are attracted to and willing to pay for
convenience
Lou Kennedy
Category Manager
Frozen & Chill
Total sales of $1.45 billion, nearly 25% of DeCA’s
total
Category Reviews
Frozen Snacks (November 2011)
Prepared Meals (January 2012)
Prepared and IQF Chicken (April 2012)
Pizza (June 2012)
Vegetable (August 2012)
Planograms – Percentage based to facing specific
Chill Dairy
Category Reviews
Cheese (October 2011)
Yogurts (November 2011)
Chill Meat
Category Reviews
Breakfast Meats (November 2011)
Hot Dogs (January 2012)
Lunch Meats (March 2012)
Fresh Chicken and Frozen Whole Turkey
Agreements
Promotions
New Model
Manager’s Special (4-6)
Power Buys (6-8)
K1 Primary/Features (10)
K3 Primary/Features (10-12)
K1/K2 stores total items on display (24)
K3 stores total items (36)
Bonita Moffett
Lead Store Operations Specialist
Joyce Chandler
Chief, Perishables (Acting)
Never Out
Lists
Top 20
Lists
Al Oliver
Military Produce Group
DeCA Perimeter Sales Tool Kit
FRESH MEAT – PRODUCE – DELI & BAKERY – FREEZE – CHILL DAIRY – CHILL MEAT
Having the “Right Items” at the “Right Time” at the “Right Price” is a great formula for
success that will satisfy our DeCA patrons. Utilize the Top 20 Item Lists, Never Out Lists and
Cross Merchandising Opportunities by department provided in the subsequent pages to build
perimeter sales.
The Top 20 and Never Out Lists help plan stock levels for our best sellers and core items.
The goal is to purchase enough of these products, so they are never out of stock for our
patrons.
Now more than ever, customers are looking for convenience when shopping in the
perimeter. Not only are they looking for delicious products at a great value, they are looking
for complete meal solutions to solve their dinner dilemmas.
All it takes is a little teamwork! Work together with other departments to develop cross
merchandising strategies, plans, displays and signs. Cross merchandise in other departments
and invite other departments to cross merchandise within your section. Patrons may not plan
on purchasing complementary items, but they make the unplanned, impulse purchase when
they see these items in a meal solution display. That’s a win-win-win!
and vendor stockers to promote sales and Add a Perimeter Pound - “APP”
DeCA Perimeter Sales Tool Kit
FRESH MEAT – PRODUCE – DELI & BAKERY – FREEZE – CHILL DAIRY – CHILL MEAT
Additional Ways to Increase ADD A
POUND from the PERIMETER
Utilize Pricing Comparison Boards
5:00 PM “Grand Re-Opening” Stocking
Demos, Recipes, Meal Solutions
Signage – including multiple pricing, savings
Engage associates and vendor stockers to promote sales
and Add a Perimeter Pound - “APP”
David McMurtry
Kraft Foods
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