2015 Whole Foods Market
Midwest
Broker and Supplier Summit
Welcome
• Thanks for Coming!
• We sincerely appreciate you committing the
time to be together
Midwest Grocery
Support Team
Mark Baron
Coordinator
Gabe Weldin
Category Buyer
Mark Tilton
Promotions Buyer
Heather Prach
Associate
Coordinator
Will Wolf
Associate
Coordinator
Daniel Pineda
Associate
Coordinator
Rob Luscombe Drew Mara-McKay
Category Buyer, Promotions Buyer,
Canada
Canada
Selma
Hudson
Associate
Buyer
Mindy Hauge
Category
Analyst
TBD IL
Grocery
Merchandiser/
Bakery Analyst
Tyler
Josh Coyle
McCarthy
Category Analyst
Merchandizer
Canada
Canada
Andrew Peterson
TBD
Merchandizer, Merchandizer,
MN, MO, IA, NE
IN, MI
TBD
Merchandizer,
IL
Our Core Values are Who we Are
We Promote the Health of our Stakeholders Through Healthy Eating Education, while
Practicing and Advancing Environmental Stewardship
•
•
•
•
•
WFM remains the leading Organic Retailer,
with almost half of all MW Grocery sales
certified Organic, and growing faster than
Team sales overall with 12% year over year
comps.
Non-GMO is growing even faster at almost
17%, and has already captured almost a third
of all MW Grocery sales dollars. A huge
growth segment that is both a stepping stone
from Conventional to Organic (for both
customers and producers) as well as a
desired attribute in its own right.
Eating organic fruits and vegetables could
increase your antioxidant intake by 20-40%.
Organic strawberries have more nutrients
and antioxidants than their conventional
counterparts.
Organic tomatoes are 50% higher in vitamin
C content than conventional tomatoes
**From a recent study by Dr. Jessica Shade. Dr. Shade is the Director of Science
Programs for The Organic Center, a non-profit research and education organization
focused on evidence-based science about the environmental and health benefits of
organic food and farming.
Organic
Total
Organic:
Total Grocery:
Non
GMO
Total NonGMO:
Total
Grocery:
Unit
$ Sales
Prior $ Sales
Unit
Growth $ Share Share Growth Share
Prior
Unit
Share
11.98% 47.36% 46.27% 8.33% 47.43% 46.72%
9.40%
100.00% 100.00%
$ Sales
$
Growth Share
6.72%
100.00% 100.00%
Unit
Prior $ Sales
Unit Prior Unit
Share Growth Share
Share
16.76% 28.70% 26.89% 14.00% 28.66% 26.83%
9.40%
100.00
%
100.00%
6.72%
100.00% 100.00%
We Serve and Support Our Local and Global Communities
• Fair Trade is only 2% of all MW Grocery Sales, but that still
represents Millions of sales dollars.
• Note that growth is over 20%. Dollar Share is
obviously much higher in categories that lend
themselves to Fair Trade Certification – Sweeteners,
Chocolate, Coffee, Tea, etc.
• 2014 Supplier Supported Donation through the MW Scan
Program totaled over $30K in support to the Whole Planet
Foundation.
• November B Fair Trade Weekender saw tremendous lift with
over 700% unit growth!
• We love working with Suppliers to support mission driven
initiatives around this core value.
• Our Team Members love it and our customers do too.
Fair Trade
$ Sales
Prior $
$ Share
Growth
Share
Total Fair Trade:
20.78%
Total Subteams
w/FT:
9.40%
1.94%
1.76%
100.00% 100.00%
Unit
Sales
Growth
7.50%
6.72%
Unit
Share
1.98%
Prior
Unit
Share
1.98%
100.00% 100.00%
We Serve and Support Our Local and Global Communities
• Midtown Detroit WFM Turned 1 in June of 2014
with great Success thanks to all of the support we
received.
• 1000’s of Midtown specific EDLPs from Global
suppliers such as, but not limited to: Organic
Valley, Annie’s Homegrown, Hain Celestial, Amy’s
Kitchen, and many more.
• All MDT specific EDLP scans resulted in Retail
passdown to offer value to the customers
• MDT zone specific pricing enables a greater
value image with minimal margin
compression
• MDT WFM Detroit Exclusive skus from 16
Michigan producers to not only offer something
original to customers but also be a platform for
MI/Detroit based businesses to have a market to
try new things with WFM.
We Serve and Support Our Local and Global Communities
We Serve and Support Our Local and Global Communities
Local Producer Loan Program (or “LPLP”)
• WFM has committed up to $25 million in small, low-interest loans for local suppliers
• 190+ Loans totaling over 10M since 2007
• Average loan $53,000, 5.3% interest rate
• Loan amounts between $1,000 and $100,000
WFM MW is seeking to express our Core Values by investing in our communities and creating win-win
partnerships through both “What Makes Our State Great” marketing and LPLP investments.
• “Local” as measured by LPLP-flagged Supplier sales is our fastest growing attribute in MW, with 115%
growth.
• LPLP is currently 1.14% of overall Grocery sales and more than doubling year over year, but future MW
reporting will reveal even more “Local” sales dollars from suppliers that are not LPLP participants.
Currently right under our nose but not yet flagged in data.
• Customers are voting with dollars to express interest in carbon footprints, local economies, sustainability,
diversity, and small-scale “craft” food and drink quality.
Local
Total LPLP:
Total Grocery:
Unit
Prior $ Sales
Unit
$ Sales Growth $ Share Share Growth Share
115.76%
9.40%
1.14%
0.58% 105.70% 0.84%
100.00% 100.00%
6.72%
Prior
Unit
Share
0.44%
100.00% 100.00%
We Create Ongoing Win-Win Partnerships with our Suppliers
The Scrumptious Pantry is a good example of many programs, key attributes, and product missions that WFM
embraces.
• “What Makes Our State Great” – Chicago-based IL company with sales in all Regions through a Global launch,
but almost 30% of their sales in MW.
• Midwest Region LPLP participant, with low-interest rate loan to invest in facilities to expand production for
Global WFM launch.
• WFM and Natural Channel Exclusives
• Partnership with local farmers
• Partnership with local producers on special subline launches
• Non-GMO Heirloom Mission and ingredient sourcing
–
–
–
Scrumptious Pantry defines an heirloom as a crop variety that is open-pollinated and was introduced before 1945
Heirlooms are not cross-bred, but are improved by selection of the best specimens of one variety.
(As opposed to hybrids, cross-bred from two genetically different parents in a process that could theoretically occur in
nature. Or GMOs, genes spliced from unrelated species that could never cross-breed in nature.)
We Support Team Member Excellence and Happiness + We Satisfy,
Delight, and Nourish our Customers
DSTM Role and Education Down the Aisles
• We greww education down the aisles of Grocery by continuing to have over 80% participation in
MJLC Global initiated new item video trainings.
• We revolutionized the way that we classed our Supervisors to create “Development
Supervisors” that are focused on operations and training down the aisles
• All Grocery teams hired this position
• We hosted a Development Supervisor summit and taught our Supervisors how to train
and educate the grocery teams on products, operations, and how to use the My
Journey Learning Connection System
• We have a bi weekly call to support the role and create trainings that are launched
regionally
• Global Trainings have been a focus and we have on boarded more MJLC hours and classes
than any other region.
Video Farm June Top 5
We Create Wealth Through Profits and Growth
South Bend
Midtown Detroit
Maple Grove
Minneapolis
Park Ridge
Lincoln, NE
Younge and Sheppard *
4230 Grape Road
Mishawaka, IN 46545
115 Mack Avenue
Detroit, MI 48201
12201 Elm Creek Blvd N
Maple Grove, MN 55369
222 Hennepin Avenue
Minneapolis, MN 55401
225 W. Touhy Avenue
Park Ridge, IL 60068
O Street and Lyncrest
Lincoln, NB 68505
4777 Yonge Street
Toronto, ON, Canada M2N5M5
SBN
MDT
MGV
MIN
PKR
LIN
YNG
• We’ve been busy over the last 2 Years.
• We’re looking forward to the upcoming
locations and projects.
• On top of the Rigorous store opening
schedules we completely remodeled our
IDY Store (RE-Model Grand Opening
occurred last month) and relocated our
Palatine Location successfully.
• Plans for GAL, ARB, and KBS to come this
year.
• YNG opened yesterday with the highest
total Grand Opening Sales $$ in Ontario
history!
We Create Wealth Through Profits and Growth
Alpha
Project
2014
46 YNG
Yonge and Sheppard *
2015
47 LDP
Lansdowne Park *
48 STV
Chicago (Streeterville)
49 DPL
Chicago (DePaul)
50 WLP
Chicago (West Loop)
51 EWR
Chicago (Edgewater)
52 ELM
Elmhurst
53 ELN
East Lansing, MI
54 GBR
Evanston
RE WBR
Willowbrook
55 LEA
Leaside *
Address
4771 Yonge Street
North York, ON Canada GL M2N
5M5
Bank and Holmwood Street
Ottawa, ON Canada K1S
255 E Grand Ave
Chicago, Il
959 W Fullerton
Chicago, IL
1 N Halsted St
Chicago, IL
6009 N Broadway
Chicago, IL
215 S Il Rte 83
Elmhurst, IL
2778 E Grand River Avenue
Meridian, MI 48823
2748 Green Bay Rd
Evanston, IL
6300 Kingery Hwy (Rte. 83)
Willowbrook, IL
1860 Bayview Avenue
Toronto, ON Canada M4G 3C6
County Region
Opening date
York
Tuesday, September 23, 2014
Ottawa Valley
Wednesday, November 19, 2014
Cook
Wednesday, January 28, 2015
Cook
Wednesday, February 25, 2015
Cook
Wednesday, March 25, 2015
Cook
Wednesday, April 29, 2015
DuPage
Wednesday, May 27, 2015
Ingham
Wednesday, June 24, 2015
Cook
Wednesday, July 29, 2015
DuPage
Wednesday, August 26, 2015
York
Wednesday, September 30, 2015
Why are we Here?
We sell the Highest Quality Natural and Organic
Product available…Because of You.
Thank You!!!!
2015 Midwest
Marketing
business objectives
Drive incremental traffic:
•
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Drive new customers to Whole Foods Market for new and existing stores
Maintain existing customer base while growing frequency among core segments
Increase basket:
•
Increase share with WFM cross-shoppers
Reinforce the WFM brand:
•
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Support WFM leadership position as the natural foods authority
Increase brand insistence for WFM as the grocer of choice in the trade areas
where we do business
strategy
Drive awareness, trial and repeat visits through an “always on” front-loaded
integrated media mix of:
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Traditional paid media (print, outdoor, direct mail, broadcast)
Digital media (display, social, mobile, email)
Advanced targeting (credit card, consumer modeling, retargeting)
Public relations
Events and experiential marketing
ADJUST
ACCENTUATE
EDUCATE
the perception of price
relative to value
the dynamic
in-store experience
new and existing
customers about WFM
differentiators
strategy
In our always-on integrated mix each vehicle plays an important role using the strengths of each
medium, working in concert to create a robust annual campaign.
Print lays the foundation for citywide coverage. By providing a longer time-spent-viewing, readers are more engaged on a
higher personal level.
Digital efficiently and effectively provides additional citywide coverage with the opportunity for immediate user interaction
with a brand message. It’s highly measureable and timely.
Broadcast is an efficient reach builder that provides market-wide coverage. It’s ability to be close to the point-of-purchase is
ideal for retail, especially in the suburban trade-areas.
Advanced targeting lets us go after the customers that are most likely to be WFM customers, target our competitors shoppers
and re-engage lapsed customers.
Outdoor presents big impact/visibility opportunities and reaches customers in the specific trade-areas where we have stores.
Events reinforce our ability to do the unexpected in memorable and personal ways.
Public Relations gives us the ability to tell a deeper story with editorial credibility.
In-store lets us focus customer attention to drive the perception of value that will build basket.
Tactics at-a glance*
Print
Broadcast
Events
Chicago Tribune bi-weekly inserts
Minneapolis Star Tribune holiday inserts
Chicago Social
Chicago Magazine
Edible Magazine
Total Traffic Network :15 sec
NPR/CBC underwriting
Clear Channel Radio
CBS Radio
Comcast Spotlight
AT&T U-verse
Local affiliate morning show
OOS Differentiator events
Holiday Truck
Holiday Ordering Table Pop-Up
Twitter Vending Machine
Digital
Chicago Tribune ROS Display
Chicago Tribune Interstitials
Xasis Network Display (HGTV, CNN, etc)
Outbrain
Pandora Digital Radio
Outdoor
Bulletins
Trestles
Bus shelters & CIPs
2-sheets
Advanced Targeting
Cardlytics
WFM.com retargeting
Conversant Media
WFM Affinity Card
Direct Mail
NSO direct Mail
At-work Network
In-store
Value
Department Differentiators
Our vs. Theirs
Conscious Catering
Made Right Here
Public Relations
NSO
Differentiator
Community
WFM 2015 Opening Support Labor Strategy
Store Opening Support
•
Line up support 6 weeks out
•
Look for a minimum of 5 TMS per week from surrounding stores
– Some travel is included in satellite markets
– Grocery Support drafts and communicates to teams and team
members individually
– Regional HR books travel and labor
•
Partner with other Regions
– PNW for Canadian Openings for best practice sharing
– NA Region on select openings as well.
Set Order Breakdown
– Appoint Aisle Captains
– GOLD TEAM and POINT Oversees all
– Daily Walks with task list at hand of duties based on GOLD Team
Committee
We have refined our process to a point of where one AC no longer fully plans and executes each store individually
• Just as important as thorough planning is a solid support crew.
• With a Gold Team in place and supervising all work, our structure has evolved to have experienced TLs/ ATLs support
as “Gold TMs”.
• Gold TMs assist in all store opening processes including
• In store orders
• Building sets
• Supervising crew and delegating tasks
• Organizing and maintaining equipment
• Back room set up
• New team training support
• Sign requests
2015 WFM Support for the Program
Requirements of Gold TM
• Experienced in full MW Grocery program and proficient in all systems
– Showing a solid relationship with the vendor community through successfully running resets at your
current store.
– Is able to consistently hit the parameters of the market special and category review programs.
• Must be from a team performing well enough to support their absence
– Strong TL or ATL counterpart is a must
– Financial good standing
• Must have the ability and desire to travel for full month during opening
– Open availability needs to be met
– Seeing the project from start to finish is a must while opening a store
Purpose of the Merchandiser Role
• Reset follow up- Ensure all agreed upon new items are cut into the sets.
• Merchandising follow up- All agreed upon Off Shelf Requirements are fulfilled.
Support Needed for 2015 and Beyond
AC/Merchandiser Relationship
• Will include weekly/ monthly focus areas dictated by AC group (task list for follow up in
store)
• Weekly check in call
• discuss hot topics/ issues
• review merchandisers schedule and adjust if needed
• delegate clear and specific store follow up topics as needed
Expectations for Resets and Store Openings
• WFM has invested and plans to continue to invest in the program as it exists today
Portion of the Labor Investment is Within Global Data Unification Process
• All regions will view data the same causing some shifts product hierarchy within where
it lives in our data.
• No specifics around sku by sku.
• Target Date is around WFM 3rd Quarter, but still TBD.
• No Changes will come to effect products beyond how the data is viewed for WFM.
• More info to come
Whole Foods Market Midwest
Grocery Vendor Broker Summit
Promotion Discussion
GRAND OPENING PROMOTIONS 2015
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Purpose of Illinois Market Grand Opening promotions
– “Welcome to the IL” Market Approach
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Illinois grand opening promotions + Market Special Program
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The National and Regional Market Special Program will maintain placement in IL market stores
IL grand opening promotions can enhance existing National/Regional Program
Grand Opening promotions can be run in conjunction of Market Special program
Good opportunity to display IL Grand Opening promotions with regular MS Program items
What you’ll be getting from Illinois Grand Opening promotions
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Reduce cannibalization of sales in other IL stores
Raise IL market above competition for 2015
This will work in conjunction with regional IL price investments
Large portion of overall IL Market growth strategy.
Local Tribune Flyer Opportunities
“Best in Market” Promotions across the whole IL Market
Expanded off-shelf placement possible
Reduced cannibalization in other IL Market stores
Opportunity to grow in IL market beyond normal market special program
Illinois Market Grand Opening Promotion Strategy
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Grand Opening deals will be run in all Illinois Market Stores
Scan discounts will be billed back for IL only stores via National Scanback tool
A Chicago Tribune Flyer will feature the best discounts available to our customers
IL GRAND OPENING PROMOTIONS 2015
•
•
•
Alpha
STV
DPL
WLP
EWR
ELM
ELN
GBR
WBR
LEA
Illinois Grand Opening Promo Submission Process
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We will be collecting a stable of promotions for all store openings
Promo Submissions should be submitted in roster form, BY QUARTER
One set of promotions should be submitted for use during any month during that quarter
Promo submissions should be sent in based on Quarterly Deadlines
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Promotions will run for one month – an A and B cycle
Promotions should be submitted as a OI/MCB or scan based promotion
35% minimum reduction in cost required (30% for Dairy)
Scans will be billed back via National Scanback tool
•
•
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Q2 December 1st
Q3 March 16th
Q4 June 15th
Frequency of Promotion
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We will only use the submitted promotion one time within the quarter
Selected promotions will be communicated in calendar form prior to the start of the quarter
Placement of Promotions
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There is no guaranteed flyer/off-shelf placement or billing
The discount and category will drive selection for flyer and off-shelf placement
Store
Chicago (Streeterville)
Chicago (DePaul)
Chicago (West Loop)
Chicago (Edgewater)
Elmhurst
East Lansing, MI
Evanston
Willowbrook
Leaside *
Opening date
Wednesday, January 28, 2015
Wednesday, February 25, 2015
Wednesday, March 25, 2015
Wednesday, April 29, 2015
Wednesday, May 27, 2015
Wednesday, June 24, 2015
Wednesday, July 29, 2015
Wednesday, August 26, 2015
Wednesday, September 30, 2015
Quarter Due Date
Q2
Q2
Q2
Q3
Q3
Q3
Q4
Q4
Q4
Dec 1st
Dec 1st
Dec 1st
March 16th
March 16th
March 16th
June 15th
June 15th
June 15th
Promotional Opportunities 2015
•
2015 Marketing Fees
•
•
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Shelf Special
•
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MW Region is growing more than it has in any year and we will be expanding our marketing
expenses
The cost of flyer printing and banner creation will rise with the influx of stores
The flyers and banners will be reaching additional customers as well, increasing the exposure
of this great promotional vehicle
In 2015, we’ve decided to raise the flyer and banner fee by $500 apiece
Flyer Fee $2,500
Banner Fee $3,500
15% minimum cost reduction required
Runs for the A and B Period
Market Special
•
•
•
15% minimum reduction in cost required
Sale runs the length of both the “A” and “B” promotional cycle
$2,500 investment with flyer placement- picture of product and sale price goes into flyer that
is distributed in all stores and via electronic communication
Promotional Opportunities 2015
•
Market Special Plus
•
•
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•
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30% minimum reduction in cost required (25% for dairy items)
Items featuring a scan must contain a UNFI discount (OI or MCB)
Scan amount should be percentage based up to the requisite 30%
Scans will be entered by the MW Grocery Team into the National Scanback Tool for invoicing
Sale runs in either A promo or B promo period
$2,500 investment with flyer placement- picture of product goes into flyer that is distributed
in all stores and electronic communication
Grocery Banner Promotion
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•
•
•
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40% minimum reduction in cost required
Items featuring a scan must contain a UNFI discount (OI or MCB)
Scans will be entered by the MW Grocery Team into the National Scanback Tool for invoicing
Promo will run in the A promo or B period, depending on the regional banner assignment
$3,500 investment – covers actual banner AND flyer placement with product image, sale price
and total savings over regular price
Promotional Opportunities 2015
•
Grocery Banner Promotion
•
•
•
•
•
•
40% minimum reduction in cost required
Items featuring a scan must contain a UNFI discount (OI or MCB)
Scans will be entered by the MW Grocery Team into the National Scanback Tool for
invoicing
Promo will run in the A promo or B period, depending on the regional banner
assignment
$3,500 investment – covers actual banner AND flyer placement with product image, sale
price and total savings over regular price
Sales Contest Program
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•
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30% minimum reduction in cost required
Limited to dry grocery items (no dairy or frozen without prior approval)
Sale runs in BOTH A promo and B promo period
$2500 investment with flyer placement
A $2,000 investment in prizes for the winning Teams is required.
Promotional Opportunities 2015
• 3-Day/Weekend Event
•3-Day/Weekender Promotion ( Limited Time Off-shelf Promotion)
•35% minimum reduction in cost required (30% for dairy items)
•30% discount can be structured different ways; we offer the opportunity for Regional scan
discounts in the MW.
•Scan amount should be percentage based up to the requisite 30%
•Scans will be entered by the MW Grocery Team into the National Scanback Tool for invoicing
•Sale runs for a select 3-day timeframe
•
Midwest has run two regional weekenders
•
•
We would like to begin scheduling weekenders to fill in the gaps from the
National Program
Weekenders can be submitted in an open format. We would like to be able
to plug and play were able
MW Promotion Forms 2015
•
Promotions Calendar:
Promo Submission
Forms Published to
Vendors
Month
Proposals (UPC level) from
Final Promos MW Promotions Due to
Vendors Due to Central (no
Published
MW Grocery Team
later than)
National Preorders Due to
Global Grocery
All National/Regional
Promos Due to UNFI
(incl. quantity
projections &
allocations)
11/02/2014
11/26/2014
Promo Year FY2015
FEB
•
8/18/2014
09/03/2014
10/22/2014
10/1/2014
Deadlines are important
•
•
They keep us organized and avoid issues created by backtracking
In 2015, strict deadlines will need to be met. We will not accept any regional promotions submitted after the
deadlines
• We may reach out to fulfill merchandising needs, but these requests made by us will be limited
MW Promotion Forms 2015
Promo Submission Form:
•
•
•
•
•
Promo forms need to be entirely filled
• Merchandiser creating is a fairly manual process
• No Missing UPCs
• No incorrect UPCs
• Typed in “proper” text” – not all uppercase
• Size and UOM should be accurate, not rounded
• Category information should be selected to the best of your ability, no blank cells
• The category information provides us a snapshot of potential merchandising opportunities
• Suppliers/brokers should also look at this information to make sure they are presenting promos
in all categories
• Submission contact info should also be included – this provides us quick access to brand contact info
Products that have incomplete or incorrect information will be removed from that month
Nutrition Bars need to have BOTH the single and the sleeve UPC
If a Promotion is submitted as a Market Special or Market Special Plus we need to have a high resolution
image submitted as well
• We will keep these images on file, regardless of Market Special Acceptance
Promos that are submitted incorrectly, require us to scrub data
• When product information is submitted correctly, we spend less time creating the merchandisers and
can focus on proper merchandising execution and communication
MW Grocery Partnerships
•
The MW Grocery Team +
•
•
•
The MW Grocery Team has collaborated with other MW teams this past year to create
some amazing programs.
The Programs are created to drive sales and create theatre. The program may be driven
by:
• Specific times of the year i.e. Holiday, Season, Special Diet
• Organizational or Mission i.e. Whole Planet Foundation , Share the Buzz, Whole
Kids Foundation
• Team Specific Decisions on exciting ideas
A few programs we ran this year include:
• “Ask Me” Program – Customer Service Partnership
• Whole Planet Brochure and Scan Program – Marketing Partnership
• Feature Ingredient Program – Partnership with Prepared Foods
MW Grocery Partnerships
•
“Ask Me” Program – Partnership with Customer Service
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Customer Service and Grocery work together to order product and run Demos.
Product is displayed throughout the store and at the POS
We run the program in 2 week increments, A and B.
This program alternates between Grocery and Whole Body
The MW Support team selects the item for the first 2 weeks and the CS team selects the
item for the second 2 weeks
We saw lift over 1000% during the initial launch
MW Grocery Partnerships
•
Whole Planet Foundation Brochure and Scan Program – Partnership
with Marketing
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This past March, we put together our most successful Whole Planet Driver yet
With the amazing support of our suppliers, we were able to raise over $30K in
donations (100% more than the previous year)
We launched a new brochure, the charge was $500 per spot and brochures went
to all stores
In 2015, we will look to continue our successful program
• Brochure Participation
• Month-long contributions
In 2014, the MW had the largest amount from a regional scan program since
inception of WPF
Our Marketing team collaborated with us on materials design and creation
MW Grocery Partnerships
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Featured Ingredient Program – Partnership with Prepared Foods
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•
•
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Grocery and Prepared Foods choose a brand or item to feature in recipes, Off-shelf
displays and Pop-ups
The idea is to drive sales, inspire innovation and tap into culinary trends
• PFDS creates recipes and sells products at Pop-up displays
• All Pop-up displays feature the product
• Featured ingredient is on sale at retail
• Promotion runs month long
Sriracha Burning Love:
• We saw Unit Lift of 414% over the prior year on the featured ingredient
I (heart) Maple Syrup Program:
• We saw Unit lift of 125% over prior months sales
MW EDLP Program
•
MW will be rolling out an official EDLP program in 2015
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There has been an overwhelming amount of interest in doing region specific EDLP programs
Two types of EDLP Programs:
• All-in
• This will take the retail price as low as possible, but promotions will not be an option
• Suppliers can still participate in the marketing part of our program, but there will be no retail
adjustments
• Hybrid
• This will be a small reduction in retail to hit a specific price point
• We will still require quarterly promotions and participation in out marketing programs
Discount Structure:
• We are requesting to have all the EDLC discounts structured as a scan rebate
Promos:
• All suppliers participating in the EDLP program will need to supply a promotional calendar that spans the length
of the EDLP
• We will need this up front as proof of commitment to the program
Review Process:
• EDLPs will be reviewed quarterly. This will give everyone a chance to evaluate the strategy and impact
MW will track and bill EDLCs through the national scanback tool
2015 EDLCs will start in Q2 (1/19/2015) and run Quarterly. Review periods will be by quarter:
• Q2 starts 1/19/2015 – Q3 starts 4/13/2015 – Q4 starts 7/6/2015
• EDLC Review sessions should be booked near the end of each Quarter - in conjunction with your Category
Review Meetings
Q&A
•
•
•
•
Ideation
What programs are working for MW
promotions?
Where are there areas of opportunity for the
MW Market Special Program?
What should we consider adding to the
program?
What should we consider removing from the
program?
Category Review Schedule
Overview
•
All categories to be reviewed on a yearly basis
– MW Calendar follows Global Calendar, included in Summit materials and available upon request.
– Higher volume categories to be reviewed multiple times (Primary, Secondary)
– Please ask questions about when specific items should be reviewed if necessary
Meetings
•
•
•
Meetings to review categories, lines, and new items should be requested within review schedule
– Meetings are generally held in a Wednesday/Thursday/Friday block at the end of a calendar month.
– Exact dates of the meeting block are fluid due to internal WFM scheduling conflicts, but are nailed down one month out.
– MW Buyers cannot meet with every Broker and Supplier that requests a meeting – will prioritize as necessary based on
agenda topics.
Supplier meetings as part of Broker Meetings must be approved in writing by MW Grocery.
– MW Buyers cannot meet with every Supplier that requests a meeting – will prioritize as necessary based on agenda
topics.
– Supplier meetings within Broker meetings will be limited to 15 minutes
– Number of Supplier meetings per Broker meeting will be limited based on length of meeting, agenda topics, etc.
Generally speaking, 0 to 2 Suppliers per 1 hour Broker meeting, or 0 to 4 Suppliers per 2 hour Broker Meeting.
Off-schedule meetings with Suppliers will be accepted on a case-by-case basis and must be approved ahead of time. Try to get
Suppliers into meetings on schedule
– Category Reviews are the appropriate time to meet with Suppliers with interests in reviewed categories
Category Review Schedule
Timeline
•
•
•
•
•
•
•
•
5 months out – Broker Meetings are scheduled for following month. (End of July for Round 1)
4 months out – Broker Meetings are held. (End of August for Round 1)
3.5 months out – Submission deadline. (9/19 for Round 1)
10 to 12 weeks out - New items are submitted to UNFI, KEHE, and other distributors. (10/13 for Round 1)
–
–
–
Buyer will send new item confirmations to Brokers/Suppliers at this time.
Product denials will not necessarily receive confirmation but are available upon request.
A-B set matrix will also be available at this time
–
–
Planograms are large files and will be distributed via Hightail.com
All materials will be consolidated and resent at this point.
8 weeks out - Discos communicated to Distributors. (11/1 for Round 1)
6 weeks out - Category reset schedule, including reset and auto ship dates, will be provided to broker support team
(11/24 for Round 1)
4 weeks out – Discos communicated to stores and Brokers. (12/1 for Round 1)
3 to 4 weeks out - Planograms & previous reset voids will be provided to support team
Notes
•
In-store date (auto ships) vary by store based on schedule. This is a rotating schedule where new items and
opportunity gaps will be auto shipped on Fridays and Mondays for resets taking place that upcoming week.
•
New items are expected to be presented for the category review meetings, and ready to launch by the launch date
•
Approved items will be auto-shipped according to that schedule
•
•
•
–
High-volume SKU voids will also be auto-shipped; called ‘opportunity gaps’
Only select, urgent item launches will be shipped outside of the schedule
–
Off-schedule items should be shown in accordance with launch dates on Review calendar – pick the Round appropriate
to item availability date
Voids for a reset will be sent to stores in advance of reset two months after launch date – ex. January new item voids
to be sent with March resets – the goal is 100% of new items on all intended shelves
Questions about terminology or schedule please ask
•
Bulk has been folded into our standard Category Review and Promotions programs.
– Store Optional and Local matters will still be handled by store level Bulk Buyers and that store’s Point AC.
– Region-wide Category Review (New Items, Discos, Core Lists, and Voids) will be included in our regular
Category Review program on the Global Schedule, with additional off-cycle opportunities as appropriate.
– Planograms to come further down the road.
– Region-wide Promotions will be included in our regular Market Special program, please submit according to
standard Market Special deadlines.
•
•
Regional and Global Bulk Bin launches from key suppliers have been the first step in this
process over the last two years.
MW Region Core Lists and Opportnities (Voids) are the next step. The first Core List (in recent
memory) was published for October 2014, with accompanying “Opportunities” (Voids).
– As in Grocery, Dairy, and Frozen, Bulk Core lists will be made up of proven top sellers from across the
Region, as well as key initiatives.
– In Bulk, Core Lists will provide the added benefit of cleaning up excess (but not all) variation in PLUs across
stores.
•
Global Bulk PLU Alignment is a new and ongoing project, spearheaded by the WFM Global
Data Team, to align all PLUs across all WFM Regions.
– This is understandably complex and time-consuming.
– Completion of the project will result in more accurate reporting and more effective category review,
promotions, etc.
– New Item Launches and major product mix changes may be limited until the project is completed.
2015 Category Review Expectations
•
•
•
What’s expected of the presenter?
–
–
–
–
–
–
New item presentation with live samples, if possible
New item form updated for 2015 (see attached)
New Item Submission Power Point slides on presented items (see example)
Promotions plan with minimum 15% TPR quarterly, more encouraged
Broker Principal list using WFM MW Excel template
Notice of product launch issues and delays
What’s expected upon product approval?
–
–
–
–
–
–
Dimensions and/or final packaging sent to Global Spaceplanning team
1 free case of goods per store unless otherwise negotiated
First minimum 15% TPR scheduled for month after launch
Reset support for product launch resets if not already covered by Broker’s regular presence
New Item Product Knowledge Power Point slides on accepted items (see example)
DSTM Training Info Submission on accepted items (see example)
What’s expected of the reviewer?
–
–
–
–
–
Timely approvals
Timely information to distributors
Communication on changes and adjustments
Advance notice for scheduling
Reviewing all lines in order to make informed decisions
Discos
Death is a natural part of Life, Discos are a natural part of New Items.
• Discos are selected specifically to create physical space for the new items.
• Discos are selected through detailed analysis to ensure:
–
–
–
•
Low “SPSS” (Sales Per Store Selling) – bottom movers in apples-to-apples sales ranking.
High percentage of stores selling – ensures that most stores carry the disco, so real new item space will be
created across the Region.
Discos are not Exclusive Brands, Global Priorities, or Regional Priorities.
Discos are also often the inverse of New Items in one or more ways:
–
New Item Priority is generally given to potential new items that are:
•
•
•
–
•
Disco Priority is generally given to potential discos that do not hit those desirably attributes detailed above.
Generally speaking, by the time Discos are selected and communicated, “the train has left the
station.”
–
–
•
Higher quality or better ingredients than what we have on the shelf now
Socially Responsible, Mission-Driven, Non-GMO, Organic, GAP-rated, MSC-certified, etc.
Clear channel strategy, including Natural Channel Exclusive or WFM-Exclusive
The way to prevent discontinuation is to proactively drive sales with strong demos, promotions, and pricing.
The time to prevent discontinuation is all day, every day, right now. Category Review is too late.
Unless otherwise mandated by specific Regional or Global strategy, Discos can be Undisco’d by
store level request if:
–
–
–
There is enough physical space after the Category Reset is complete
There is enough customer demand after the Category Reset is complete
That store’s Point Associate Coordinator agrees and approves the undisco
Transition Map Template
•
•
•
•
•
•
All Transitions need to be submitted on WFM MW’s Transition Map Template in order
to be handled properly.
This gives us a functional, verifiable, trackable set of detailed information to work
with in coordinating with Distributors, our internal Data Team, and Brokers/Suppliers.
This template also serves as a clean and clear communication piece for our own
teams.
This information can be presented early and often, but please don’t “set it and forget
it.” Put it back in front of us in a timely fashion. Too often the information is
presented six months out and then never again, even if timing and transition details
evolve. (Alternately, once every few weeks for six months is excessive and
unnecessary.)
Often there is a disconnect between Transition information communicated by the
Supplier through the Broker, and the realities of Distributor stock levels and timing.
Our actions will always be dictated by the realities of product in a warehouse. Please
work with Suppliers to align Communication with Reality to avoid frustration all
around.
A hard cutoff is always encouraged for clean execution.
OLD ITEMS
UPC
DISTRIBUTOR
VIN
CASE COST
BRAND
NEW ITEMS
PRODUCT NAME
CASEPACK
SIZE
UOM
UPC
(No check digit)
0-12345-67890
DISTRIBUTOR
VIN
UNFI
12345-7
CASE COST
BRAND
PRODUCT NAME
CASEPACK
SIZE
UOM
TIMING NOTES
Olde Time
New Creamed Corn
12
14
oz
Hard cutoff 1/1/2013
(No Check Digit
UNFI
12345-6
$
11.96
Olde Time
Creamed Corn
12
15
oz
---->
---->
---->
---->
---->
0-12345-67891
$
14.96
Broker Principal List
• Please submit your Broker Principal List electronically, once a
month via e-mail, timed to the Category Review Meetings.
• Going forward this will be required before booking the following
round’s meeting. This quid pro quo is an easy hoop to jump
through, but a meaningful carrot to keep us all on track.
• This list is used internally as a contact list for promotions, storelevel communication, and urgent matters including product
quality issues.
• Adherence to the template ensures ease of use and accuracy of
contact information.
• Please fill out all fields on all rows (see example below).
Supplier
General Motors
General Motors
General Motors
General Motors
Brands
Chevrolet
Buick
GMC
Cadillac
Broker
Broker Pros
Broker Pros
Broker Pros
Broker Pros
Contact
John Smith
John Smith
John Smith
John Smith
Email
johnsmith@brokerpros.com
johnsmith@brokerpros.com
johnsmith@brokerpros.com
johnsmith@brokerpros.com
Phone
888-476-2767
888-476-2767
888-476-2767
888-476-2767
Notes
<-- Examples
<-- Examples
<-- Examples
<-- Examples
• DSTM stands for “Development Supervisor Team Member.” Essentially “Team Trainer.”
• There is one DSTM for every 10 team members on a given store-level Grocery
Team
• Their job is to create trainings vetted by the Regional Grocery team for use across
the entire Region
• They also conduct those trainings for their store team and track completion.
• One important area of training is Product Knowledge. This submission form is your
mechanism for spoon-feeding your brand’s product knowledge and attributes into our
internal Training structure – turning our Team Members into your trained sales force.
• Please fill out the attached “Grocery DSTM Team Training Product Info Submission”
form for each item accepted.
• This information will be used directly to generate a store-level product knowledge
training.
• Please also use the info you enter on the “Grocery DSTM Team Training Product Info
Submission” form as a guide to modify your WFM New Item Submission
DSTM Training Info Submission
•
•
UPC
Powerpoint Slide, as detailed in the attached 2015 WFM MW Slide Templates.
– These new slides will focus less on financials and industry shorthand, and more on product
attributes and training so that our store-level Team Members may speak more effectively about
your products to our customers.
– These slides are not meant to replace the standard new item submission slide, but they are a
mutually beneficial additional element of the launch now that your product is accepted in the MW.
– These slides are presented to our Grocery Team Leaders every month as a preview of the new
items coming for their next reset, and are printed out for all Grocery Team Members to review in
their log books or communication stations.
Supplier Swag Contest Incentives – exact structure to come, but to be built around pertinent brands
– We are seeking to develop a lottery-style contest among DSTMs to incentivize effective and
plentiful trainings. This is an already-eager pool of participants and incentives should be
particularly effective. Please brainstorm. Nothing as formal or expensive as a Sales Contest.
Subteam Brand
Description
SIZE UOM
Palate Descriptors
Pairs Well With…
Benefits/
Attributes 1
Benefits/
Attributes 2
Benefits/
Attributes 3
7831422105
Grocery
Madhava
Mmm…Super Yummy Chocolate Cake Mix
15.3
oz
Organic cake mix made of all-natural ingredients including delicious, sustainably grown and
Friends, family, good times, celebrations, any given Tuesday,
harvested Madhava Organic Coconut Sugar and nutritious ancient whole grains farro, spelt
milk, ice cream, frosting, fruit
and KAMUT®
Organic & Non-GMO
Made with ancient grains Sweetened with blend of
including farro, Kamut, and organic coconut sugar/cane
spelt
sugar
7831423105
Grocery
Madhava
Mmm…Super Yummy Yellow cake Mix
15.3
oz
Organic cake mix made of all-natural ingredients including delicious, sustainably grown and
Friends, family, good times, celebrations, any given Tuesday,
harvested Madhava Organic Coconut Sugar and nutritious ancient whole grains farro, spelt
milk, ice cream, frosting, fruit
and KAMUT®
Organic & Non-GMO
Made with ancient grains Sweetened with blend of
including farro, Kamut, and organic coconut sugar/cane
spelt
sugar
7831424105
Grocery
Madhava
Ooey-gooey Chocolate Brownie Mix
17.5
oz
Like brownies made from scratch without all the work! Pure delicious ancient whole grains
Friends, family, good times, celebrations, any given Tuesday,
and natural sweeteners make this ooey-gooey, rich chocolate brownie the best treat.
milk, ice cream, frosting, fruit
Sweet!
Organic & Non-GMO
Made with ancient grains Sweetened with blend of
including farro, Kamut, and organic coconut sugar/cane
spelt
sugar
7831425105
Grocery
Madhava
Mmm…Chocolate Chip Cookie Mix
13.8
oz
Like cookies made from scratch without all the work! Pure delicious ancient whole grains
and natural sweeteners make these cookies the best treat. Sweet!
Organic & Non-GMO
Made with ancient grains Sweetened with blend of
including farro, Kamut, and organic coconut sugar/cane
spelt
sugar
Friends, family, good times, celebrations, any given Tuesday,
milk, ice cream, frosting, marshmallows
Completed DSTM Training Example
The next two slides are examples of
Global/Regional WFM Submission Slides
• Note the focus on financials, programs,
and industry shorthand.
(Template) Insert Title









Product Type (Grocery, Dairy, Frozen, Bulk)
Maximum Unit Cost to WFM (maximum delivered unit
cost from distributor + 8% Markup)
Suggested Retail Price
Gross Margin %
Promotional Support Program (Total allowance in form of
% and frequency of support)
Demo Support Program (# of Stores / Frequency)
Exclusivity (None, 60, 90, Control Label)
Channel Strategy of Item (Conventional, Natural, Big Box
Formats)
Manufacturer Launch Date (Month/Year)





Selling Points of the products
Unique call-outs of the product
Key Facts of interest about your company
Sustainability / Efficacy/ Packaging / Facts
Other attributes
Vendor Contact Information (Manufacturer Company, Name, Email, Phone)
Insert Picture(s)/Charts here
500K Limit
Scannable
Bar Code
Method’s WFM Exclusive Line Extension














Grocery
$2.85 (Cost +8%)
$4.79 (SRP)
40.50% GM
20% Allowance / Quarterly
75 Demo’s / Quarterly (300 Demo’s Total)
90 Day Exclusive
90 Day Exclusive to WFM, followed by one year in Natural
Channel, and then open to all channels.
January 2013
Multi Surface Cleaner and Dish Soap
Exclusive Ginger Yuzu Scent
Natural Colors – No Synthetic Dyes
Biodegradable
Bottles produced from 100% recycled plastic
Method : John Doe : john.doe@email.com : 555.555.555
The next two slides are examples of Product
Knowledge Slides aimed at WFM MW Store-Level
Team Members once an item has been accepted
Regionally.
• Note that there is less of a focus on
financials and industry shorthand, and
more of a focus on product training and
attributes. Please submit these slides
upon acceptance to the MW Region.
(Template) Insert Title












Product Type (Grocery, Dairy, Frozen, Bulk)
Promotional Support Program (Total allowance in form of %
and frequency of support)
Demo Support Program (# of Stores / Frequency)
Exclusivity (None, 60, 90, Control Label)
Channel Strategy of Item (Conventional, Natural, Big Box
Formats)
Specific Skus
Selling Points of the products
Unique call-outs of the product
Palate Descriptors
Key Facts of interest about your company
Sustainability / Efficacy/ Packaging / Facts
Other attributes – Don’t Skimp! This version of
the slide will be put in front of WFM MW StoreLevel Team Members as product knowledge
training for your product. Educated and excited
team members will sell your product for you.
Vendor Contact Information (Manufacturer Company, Name, Email, Phone)
Insert Picture(s)/Charts here
500K Limit
Acme’s Biodynamic Cold Pressed Hot Tomato Soup





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

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
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

Grocery
Quarterly 30% Market Special Plus
Quarterly Demos at All MW US Stores
6 Month Exclusive
Natural Channel Only
3 skus – 33.8oz – Tomato, Tomato Basil, Tomato Basil
w/Cracked Pepper
Delicious - heirloom tomatoes are sun-dried, heavy cream is
grass-fed, basil is fresh-picked, black pepper is hand-cracked,
personally cooked in small-batch 2-gallon crock pot by CEO's
grandmother.
Creamy, bright, balanced acidity, slightly sweet, subtle onion,
pronounced basil, rich cream, deep savory chicken.
Pairs well with crackers, parmesan.
Biodynamic, Organic, Non-GMO Project Verified, identitypreserved Heirloom Tomatoes, and low sodium.
Cold-pressing preserves high levels of highly beneficial nutrient
lycopene.
Packaged in glass, so BPA-free and infinitely recyclable.
Chicken Stock used as soup base is sourced from Step-5 GAP
Rated Chickens.
Acme: Joe Joseph, joe.joseph@acme.com, 888-555-1212
9-12345-67890
9-12345-67891
9-12345-67892
Our Favorite New Items E-Blast
•
•
•
•
•
WFM MW Marketing is now highlighting “Our Favorite New Items” from
Grocery and Whole Body in a monthly E-Blast via e-mail and website.
(http://www.wholefoodsmarket.com/service/new-products-midwest)
E-mails come from
WholeFoodsMarket@communications.wholefoodsmarket.com and
subscriptions can be managed through standard marketing subscription list
preferences on our website.
Program is currently free to Suppliers, with products chosen by MW Grocery
Support.
Emphasis is on innovation, Exclusives, Control Labels, differentiators,
Mission/Attribute-driven launches, etc.
MW Grocery Support will reach out for high-resolution images as needed for
featured products.
Category Reset Schedule
• Reset schedule follows category review
• Schedule for support labor – broker team will be in stores to execute
decisions made during category review
• All Midwest stores receive one reset date per category review
• New item and SKU void auto ships occur based on reset schedule –
product hits the stores when the help will be there
• Disco decisions hit stores in weeks prior to resets (4 weeks)
• Reset teams led by MW Associate Coordinators, Merchandisers & GTLs
• Planograms and updated core lists to be provided to broker teams in the
week prior to resets.
• Planograms will be executed to detail and core list distribution will be
filled out
• Not every category will be reset each month – situational resets will occur
based on category needs
– Reset categories to be noted as focus categories on the schedule
Category Reset Performance Expectations
•
•
•
•
•
•
•
•
•
•
•
•
•
For all resets, 5-7 support bodies are expected at each reset according to category share; this means the possibility
of 10-14/day in IL & WI
We would like all fair share resets to include all supplier and broker partners involved.
– Labor supporting products is a vital part of product success, from meeting to discuss opportunities to
physically launching product on the shelf.
– Products that have been reviewed for each category should benefit from accompanying labor at resets to
ensure this important aspect of the product’s success.
– WFM has invested labor to help see this aspect through at our stores, as we recognize how important this is
for all stakeholders, and we expect all stakeholders to join us and each other in this shared fate.
Some vendors that have broker support employ additional merchandisers to connect at store level – these people
should also attend resets based on interest in categories being worked on
One associate coordinator, Merchandiser, or Grocery TL will also be present at every reset. Store teams are not
expected to provide help without advance notice
Support labor is expected to show up on time and stay for the duration of the reset
Reset schedule will be available at least a month ahead of time. It will avoid holidays and inventories, as well.
– Travel needs to be scheduled outside of the full reset time committed
– Other work (ie Conf Calls, training, audits) needs to be scheduled outside of the full reset time committed
Some metro markets will overlap to avoid significant dates and events
Action items will be provided each month for reset and will include:
– Planograms for categories and list of resets to be performed
– New Item Update which lists auto shipped new items and SKU voids to hit stores with disco lists
– Core lists that need to be checked for distribution and placement
Resets are completed when store conditions are up to MW standards: all items are tagged, all back stock/discos
are cleared, floor is clean, product is faced, and Associate Coordinator/Merchandiser/TL overseeing the reset
provides the ok for completion
Professional behavior is expected from the broker community
We should not receive pushback from brokers/vendors about using planograms. Alterations to planograms will be
made only with the consent of AC/Merchandiser/TL
Items not currently carried by the store should only be slotted in with the express verbal consent of
AC/Merchandiser/TL.
Expectations for store openings are the same as Category Resets.
What it means
• Benefits
– Ensured representation in
WFM sets
– General uniformity to top line
Midwest product mix
– Ability to present new lines
and have them executed in all
MW stores
– Fulfillment of top SKU voids in
stores
– Greater effectiveness of
brand growth and promotion
– Ability to tailor product
launches to footage
differences
• Expectations
– All vendors with investment in a
category will provide labor for
category maintenance
– Execution will be up to Midwest
Regional standards
– Labor provided in all stores, all
markets
– Issues with management will be
taken up with MW Regional
support team
– Brands without broker affiliation
will provide some level of
support
– Support for stores means
support for brands
Planograms:
• provided at resets and store openings for all grocery,
dairy and frozen categories
• dictate product placement and flow within a category
How planograms are made:
•
Data:
– A report is generated that shows 52 week movement along with many other metrics for
all items in a given category
• This report is used to determine what products belong in a set.
– Many factors are considered when choosing product mix:
•
•
•
•
Movement
Product status (is it available from the supplier and is it active in our system?)
# of stores selling (space is left for local and store choice items, but they aren’t planogrammed)
All globally/regionally launched new items are included. If images aren’t available in our
spaceplanning software, a text box indicating placement is put on the planogram.
• Set size—a larger number of items are launched into our “A” stores (determined by set size),
and therefore have a larger sku count than our smaller sets.
• We also seek out differentiators and unique items that cover our customers needs—such as
ensuring we have a gluten free option or options in each subcategory.
– Store optional and local items:
• Not every single item available to a store is planogrammed.
• It is the store’s choice whether or not to bring in additional items (some items also require
authorization from the regional team).
• Non-planogrammed items can be worked into the set, but brand placement and overall
merchandizing strategy must be maintained.
How planograms are made, pt 2:
• Merchandizing and brand placement:
– No two categories are merchandized exactly alike, many factors are
taken into consideration.
• Most often a set is merchandized based on shopping occasion and
subcategory. For example, in the baking set all the flours are grouped together,
as are mixes and so on.
• Other factors like price point, OG status, gluten free and non gmo play a role.
– Brand placement is deliberate and based on many factors.
• Placement is determined by the message we are trying to convey with the set.
– Do we want to showcase our private label brand? Or are we trying to show a
differentiator like non-gmo or fair trade?
• Exclusive brands, valued partners, proven bestsellers and promising
newcomers dominate the coveted eye level real estate
– Non-eye level placement is NOT a bad thing. There are many brands and items so
popular that customers will seek them out wherever they’re placed.
• COMING SOON!!!!
Midwest Grocery Supplier Facing Website
• Once complete, the link and password will be
found in the email signatures of the MW Grocery
Purchasing Team
• Will be a one stop shop for all of your MW
Grocery program informational needs and forms
• Site contents
–
–
–
–
–
MW Regional Grocery Contacts
MW Grocery Promotional info and documents
MW Grocery Category Review info and documents
MW Grocery Quality Standards
MW Grocery Supplier Guidelines
Q&A