18 may 071deca/eu-cc "gentlemen, we are going to relentlessly chase perfection, knowing full...
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18 May 07 DeCA/EU-CC 1
"Gentlemen, we are going to "Gentlemen, we are going to relentlessly chase perfection, relentlessly chase perfection, knowing full well we will not catch knowing full well we will not catch it, because nothing is perfect. it, because nothing is perfect. But we are going to relentlessly But we are going to relentlessly chase it, because in the process chase it, because in the process we will catch excellence. I am not we will catch excellence. I am not remotely interested in just being remotely interested in just being good."good."
- Vince - Vince LombardiLombardi
"Gentlemen, we are going to "Gentlemen, we are going to relentlessly chase perfection, relentlessly chase perfection, knowing full well we will not catch knowing full well we will not catch it, because nothing is perfect. it, because nothing is perfect. But we are going to relentlessly But we are going to relentlessly chase it, because in the process chase it, because in the process we will catch excellence. I am not we will catch excellence. I am not remotely interested in just being remotely interested in just being good."good."
- Vince - Vince LombardiLombardi
DeCA/EU-CCDeCA/EU-CC
18 May 07 DeCA/EU-CC 2
Defense Commissary Agency, EuropeDefense Commissary Agency, EuropeDefense Commissary Agency, EuropeDefense Commissary Agency, Europe
Performance Performance with Purpose with Purpose
Thomas E. Milks
Region Director
THETHE
COMMISSARYCOMMISSARY… … It's Worth The Trip!It's Worth The Trip!… … It's Worth The Trip!It's Worth The Trip!
18 May 07 DeCA/EU-CC 3
Current Major ProjectsCurrent Major ProjectsCurrent Major ProjectsCurrent Major Projects
Note: There will be enlarged departments throughout
FY PROGRAM COMMISSARY DESCRIPTION
COST $(M) STATUS
07 Chiévres AB,
BE Replace 17.9
Under Const 22.8K SF
Sales Floor Est Complete
20 Jun 09
07 Livorno, IT
(Camp Darby) Replace 8.8
Under Const 10.9K SF
Sales Floor Est Complete
21 Feb 09
18 May 07 DeCA/EU-CC 4
Sustainment ProjectsSustainment ProjectsSustainment ProjectsSustainment Projects
LOCATION DESCRIPTION COST $(K)
FY PROGRAM PHASE
Sembach Replace
Produce/Chill Display Cases
246 09 Awaiting Funding
Kelley Barracks
Install Freeze Cases & Walk-In
426 09 Awaiting Funding
Vilseck Upgrade
Refrigeration 2,311 09
Awaiting Funding
18 May 07 DeCA/EU-CC 5
LOCATION LAST DAY
Würzburg 8 August 2008
Darmstadt 8 August 2008
Hanau 15 August 2008
Idar-Oberstein 23 August 2008
Dexheim 23 August 2008
Projected Store ClosuresProjected Store ClosuresProjected Store ClosuresProjected Store Closures
18 May 07 DeCA/EU-CC 6
Customer Breakout*Customer Breakout*Customer Breakout*Customer Breakout*
Sponsor Status Active Duty Retired Other
DeCA Europe 65% 15.3% 19.2%
DeCA East/West**** 36.7% 56.7% 2.9%
Family Size One Two Three
DeCA Europe 12.5% 25.2% 25.8%
DeCA East/West 9.1% 34.5% 22.4%
Sponsor Age 18-24 25-34 35-44
DeCA Europe 13.9% 27.8% 29.4%
DeCA East/West 6.9% 14% 19.3%
**Source: Commissary Customer Service Survey (CCSS)****CONUS regions combined
18 May 07 DeCA/EU-CC 8
Virtual Commissary Process
Customer
WEB
Virtual StoreDeCA Europe
Distribution Center
Customer Service
Cell
MPS
Satisfied Customer
OrderReceiptPicking
PackingShipping
Billing
Replenishment/Case orders
Bench Stock Fill
Customer Case Orders
DeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range Concept
18 May 07 DeCA/EU-CC 9
DeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range Concept
• Reach those customers w/o convenient access to existing commissary facilities
• Distribution center operated by DeCA Europe
• IAW postal regulations
• Nonperishable commissary items– Rollout in increments
– Start with 500 items
18 May 07 DeCA/EU-CC 10
DeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range Concept
• Available to specified authorized locations– APO ship-to-addresses
• Customer authorization verified through DEERS
• Secure payment authorization & payment process– Credit card, debit card, Pay Pal
• DeCA accounting rules applied
• Confirmation of order completion from DeCA Europe
• Means for customer feedback
18 May 07 DeCA/EU-CC 11
8 Commissaries
RAF Menwith HillRAF Menwith Hill
RAF CroughtonRAF Croughton
RAF FairfordRAF Fairford
RAF LakenheathRAF Lakenheath
RAF MildenhallRAF Mildenhall
RAF AlconburyRAF Alconbury
EnglandEngland
the Netherlandsthe Netherlands
BelgiumBelgium
SchinnenSchinnen
ChiévresChiévres
UK Zone Beginning FY09UK Zone Beginning FY09UK Zone Beginning FY09UK Zone Beginning FY09
ZM OfficeZM Office
18 May 07 DeCA/EU-CC 12
Ramstein Zone Beginning FY09Ramstein Zone Beginning FY09Ramstein Zone Beginning FY09Ramstein Zone Beginning FY09
GermanyGermany10 Commissaries
NeubrückeNeubrücke
BaumholderBaumholder
RamsteinRamsteinSembachSembach
VogelwehVogelweh
MannheimMannheim
HeidelbergHeidelberg
SpangdahlemSpangdahlem
BitburgBitburg
WiesbadenWiesbaden
ZM OfficeZM Office
18 May 07 DeCA/EU-CC 13
Bavaria Zone Beginning FY09Bavaria Zone Beginning FY09Bavaria Zone Beginning FY09Bavaria Zone Beginning FY09
GermanyGermany11 Commissaries
SchweinfurtSchweinfurt
BambergBamberg
GrafenwöhrGrafenwöhr
VilseckVilseck
AnsbachAnsbach
HohenfelsHohenfelsIllesheimIllesheim
Kelley BarracksKelley Barracks
Patch BarracksPatch Barracks
Panzer KasernePanzer Kaserne
GarmischGarmisch
ZM OfficeZM Office
New NameNew NameNew NameNew Name
18 May 07 DeCA/EU-CC 14
Med Zone Beginning FY09Med Zone Beginning FY09Med Zone Beginning FY09Med Zone Beginning FY09
ItalyItaly TurkeyTurkey
EgyptEgypt
Saudi ArabiaSaudi Arabia
SpainSpain
13 Commissaries AvianoAvianoVicenzaVicenza
LivornoLivorno
NaplesNaples
RotaRota
AnkaraAnkara
IncirlikIncirlik
IzmirIzmir
CairoCairo
RiyadhRiyadh
ZM OfficeZM OfficePortugalPortugalthe Azoresthe Azores
(Terceira Island)(Terceira Island)
Lajes FieldLajes Field
SigonellaSigonellaMineoMineo
18 May 07 DeCA/EU-CC 15
DeCA Europe AccountabilityDeCA Europe AccountabilityDeCA Europe AccountabilityDeCA Europe Accountability
• 2-week course held at Region
• Raise professional level of store directors & administrators
• Coursework major topics– Manpower, T&A, payroll, funding, contracting
– Brand name resale, IT systems
– Accountability control processes
– Financial transactions & inventories
– AIMS, SAVES, VRGC, STANFINS
• Feedback overwhelmingly positive
Certification ProgramCertification Program
18 May 07 DeCA/EU-CC 16
New Item MarketingNew Item MarketingNew Item MarketingNew Item Marketing•Flyer sent to stores along with monthly Through the Aisles
•Placed in AAFES buddy list publications
•Sent to PA offices
•Placed on every DeCA/EU store web page
•Sent to AFN radio, Base PAs & EU media
•Sent as a link on all YAL responses
•New flyer every month
18 May 07 DeCA/EU-CC 17
DeCA's TransformationDeCA's TransformationDeCA's TransformationDeCA's TransformationInitiatives in Support of Army's TransformationInitiatives in Support of Army's Transformation
• Opened 2 new stores
• Nielson Cat. Mgt. Training
• Gift certificates
• Bag salads
• Reusable bags
• Natural beef
• Seafood Road Show
• Resets
• Club pack sale
• Case lot sale
• Display contests
• Created new accountability course
• Natural items
• Single serve Grab 'n Go
• Organics
• Self-help bakery cases
• Combined deli/bakery ops
• New chicken contract
• 150 new chill items
• New port for Riyadh
• Closed 5 stores
• Converted to NSPS
• Won OCONUS Best Large Comsy
• Won 13th Annual Merchandising Award
18 May 07 DeCA/EU-CC 18
Region Awards ProgramRegion Awards ProgramRegion Awards ProgramRegion Awards Program
Monthly Best Themed Display Contest Large & Small Commissaries
Annual Department AwardsLarge & Small Commissaries
HQDeCABest
Commissary Award Winners
Region Quarterly Sales Increase Large & Small Commissaries
Director’s Gold & Silver AwardsSemiannual Large & Small Commissaries
DeC
A's
Ann
ual M
eat &
Pro
duce
Mer
chan
disi
ng C
onte
sts
DeC
A's
Ann
ual M
erch
andi
sing
Con
test
Loca
l Aw
ards
Indu
stry
Aw
ards
Baseline - Stores Meet Minimum Basic DeCA/EU Operational Principles
O n e - T i m e S t o r e E v e n t s
Director’sStar Performer Awards
Annual Large & Small Commissaries
1st QtrBest Store
in Zone Awards
2nd QtrBest Store
in Zone Awards
3rd QtrBest Store
in Zone Awards
4th QtrBest Store
in Zone Awards
18 May 07 DeCA/EU-CC 19
Monthly Themed ContestsMonthly Themed ContestsMonthly Themed ContestsMonthly Themed Contests
• Stores encouraged to participate & build massive displays• Monthly awards to best large & small stores• Selection based on customer eye appeal, sales potential,
shopping ability & attractiveness• From FY-to-FY themes will vary
– Examples might be– 1Q
- Halloween; Thanksgiving; Tie-in w/HQ DeCA promotion
– 2Q- Super Bowl; Valentine's Day; St. Patrick's Day
– 3Q- Spring Cleaning; Memorial Day; Zone Feature
– 4Q- Independence Day; BBQ Grill Party; Back to School
In-Store DisplaysIn-Store Displays
18 May 07 DeCA/EU-CC 20
Club Pack ProgramClub Pack ProgramClub Pack ProgramClub Pack Program
• Target 14 commissaries– Large stores for more bang
– Geographical considerations
– Choose items & quantities from entire club package
• First one was Fantastic February
• Jammin' July held 26th & 27th
• Next one in January
18 May 07 DeCA/EU-CC 21
Seafood Road ShowSeafood Road ShowSeafood Road ShowSeafood Road Show
11stst-ever road shows in European commissaries-ever road shows in European commissariesEnjoy some "Surf & Turf"…Enjoy some "Surf & Turf"…King crab legs and clawsKing crab legs and clawsSlipper lobster tailsSlipper lobster tailsTiger shrimpTiger shrimpAtlantic salmon filletsAtlantic salmon filletsTilapia filletsTilapia filletsCatfish filletsCatfish filletsTuna steakTuna steakBay scallopsBay scallops……and some “turf” too - Angus top loin roastand some “turf” too - Angus top loin roast
AT GREAT $AVING$!! Up to 52%!!AT GREAT $AVING$!! Up to 52%!!Ramstein Ramstein √√ June 14-15June 14-15Patch BarracksPatch Barracks √√ July 5-6July 5-6HeidelbergHeidelberg √√ July 19-20July 19-20GrafenwöhrGrafenwöhr √√ August 2-3August 2-3WiesbadenWiesbaden August 16-17August 16-17VogelwehVogelweh August 30-31August 30-31RAF LakenheathRAF Lakenheath October 4-5October 4-5AvianoAviano October 18-19October 18-19
Very well
Very well
received
received
––Great Great
successsuccess
18 May 07 DeCA/EU-CC 22
Case Lot SaleCase Lot SaleCase Lot SaleCase Lot Sale
• 30 stores selected for May 2008 case lot– Geographical location considerations
– Concentrated effort in these stores
• 92 items– Sold 79K cases
– Almost 18K more cases than May 2007
• Next case lot in September with same 30 stores
ResultsResults
18 May 07 DeCA/EU-CC 23
ResetsResetsResetsResets
• Completed 6 major store resets CYTD• Expect 5 more by end of CY
– Vilseck, Cairo, Incirlik, Ankara & Sembach
• Impact on sales positive– E.g.
– Aviano reset sales up $185K 3-week period after reset vs. '07– Mannheim up $62K for 2 weeks after vs. '07– Kelley up $12K for 1st week after vs. '07
• Store category plan-o-gram implementation policy– Applies to C & D stores
– Live set plan-o-grams posted to Public Folders
– SD has 30 days to complete at store level
– DeCA/EU plan-o-grams based on DeCA/EU register movement
18 May 07 DeCA/EU-CC 24
Reusable BagsReusable BagsReusable BagsReusable Bags
• Savvy Saver green bag sales– Units 154K
– $107.5K
• Keep Cool thermal bag sales– Units 17K
– $25.5K
• White plastic bag & brown paper bag usage– As measured from CDC to stores
– Average use is trending down
Nov 07 thru Jun 08Nov 07 thru Jun 08
GO GREEN - GO GREEN - DeCA IS COUNTING ON YOU DeCA IS COUNTING ON YOU GO GREEN - GO GREEN - DeCA IS COUNTING ON YOU DeCA IS COUNTING ON YOU
18 May 07 DeCA/EU-CC 25
Sales AnalysisSales AnalysisSales AnalysisSales Analysis
Grocery
Dry +3.15%
Chill +6.90%
Freeze -1.29%
Deli +0.27%
Bakery +6.01%
Seafood +35.86%
Fresh Chicken Contract
-7.31%
Sodas (AAFES) -8.97%
Produce
Bag Salads +1.91%
Plants +13.13%
Meat
Value Added $2.2M (Oct 07 to Jun 08)
Natural $332K (Mar 08 to Jun 08)
Pork +11.5%
FYTD Jun 08 vs. '07FYTD Jun 08 vs. '07
18 May 07 DeCA/EU-CC 26
DeCA Europe FY08 SalesDeCA Europe FY08 SalesDeCA Europe FY08 SalesDeCA Europe FY08 Sales
05
1015
20
2530
35
4045
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Target Actual
Sal
es In
$M
Note: 7.3% over target YTDNote: 7.3% over target YTD