alli 60 mg refill pack 120 capsules 10% patron savings vs. outside the gate?higherorlower?
TRANSCRIPT
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Alli 60 mg Refill Pack 120 Capsules
10% Patron Savings vs. Outside the Gate?
HigherHigheror or
Lower?Lower?
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Alli 60 mg Refill Pack 120 Capsules
Actual Price at DeCA:$50.64
Avg. Price Outside:
$64.91
($ Savings: $14.27)
% Patron Savings:
22%
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William “Bill” T. Wood
Category Manager – Non Edibles
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HBC Categories HBC Categories Represent 10 % of the Business!Represent 10 % of the Business!
HBC Categories $383 Million
10%
Dairy$391 Million
10%
Frozen $396 Million
10%Chilled Other$503 Million
13%
Center Store Other
$157 Million 4%
Nonfood$214 Million
6%
Grocery Food $1,806 Million
47%
Source: Nielsen RMS, HBC Category = DeCA definition
$41.60
$38.50
$25.20
$24.30
$19.70
$16.80PAIN RELIEF
SHAMP/COND.
BAR/ LIQUIDSOAP
SHAVINGNEEDS
VITAMINS &SUPPL.
ORALHYGIENE
Top 6 HBC Categories $166.2 Million = 43%52 WE March 20, 2010, $$ in mm
$-Share on Total Store
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Higher Share for Oral Hygiene, Higher Share for Oral Hygiene, Vitamins and Shaving Needs than RMVitamins and Shaving Needs than RM
8.3%
10.8%
6.2%
10.0%
3.6%
6.6%
4.7%
6.4%
4.6%
5.2%
5.2%
4.4%
RemainingMarket
Commissaries
Oral Hygiene Vitamins Shaving Needs
Bar/Liq. Soap Shampoo/Cond. Pain Relief
130 160 184
Source: Nielsen RMS
136
52 WE March 20, 2010$-Share on HBC Categories
Share Index 112 84
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Higher Focus on HBC than Higher Focus on HBC than Remaining Market !!Remaining Market !!
Source: Nielsen RMS
Perishables 43%
Perishables 33%
Center Store Other50%
Center Store Other 57%
HBC7%
HBC 10%
RemainingMarket
Commissaries
Index 78
Index 112
Index 149
52 WE March 20, 2010$-Share on Total Store
Calculation Example: 56.5%/50.3% = 112
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Growth Opportunities with Bar/Liquid Soap Growth Opportunities with Bar/Liquid Soap and Vitamins. Need for Action with Pain Relief!and Vitamins. Need for Action with Pain Relief!
(0.7%)
10.3%
(3.7%)
7.8%
(3.0%)
(0.4%)
(0.2%)
6.1%
3.4%
3.9%
(2.7%)
(3.6%)
Oral Hygiene
Vitamins
Shaving Needs
Bar/Liq Soap
Shampoo/Cond.
Pain Relief
Remaining Market Commissaries
22.8%
23.4%
27.1%
23.1%
28.3%
23.7%
Source: Nielsen RMS
52 WE March 20, 2010%-chg. Vs YAGO Patron Savings
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Health & Beauty Execution Excellence
More emphasis on display execution!
Review Display Compliance Reports
Create More Impactful HBC Endcap Displays!!Create More Impactful HBC Endcap Displays!!
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Military Patrons – Shopper Segments Single soldiers – always on the go Young families – getting in and getting the job done to provide for
family Retirees – taking the time, enjoying the company and finding the
deals
Young Families Retirees
Single Soldiers
Military Outlets
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Skin Care, Men’s and FragranceSkin Care, Men’s and Fragrance Will be a Significant Driver of Growth Will be a Significant Driver of Growth
Skin CareSkin Care
Men’s Beauty/Men’s Beauty/GroomingGrooming
FragrancesFragrances
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Potentially, a $1 Trillion Business!Potentially, a $1 Trillion Business!
The market is predicted to grow to $1 T by 2020.
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Beauty & Health Annual Spending Unlike most key categories throughout the store, she
spends more annually on Personal Needs as her product needs change at different lifestages.
Beauty & Health Annual Spending
$325
$345
$365
$385
$405
$425
$445
New Families(kids <6)
MaturingFamilies (kids
6-12)
EstablishedFamilies
(Teens 13-17)
Empty NesterCouples
Lifestage
An
nu
al D
olla
r S
pe
nd
ing
Nielsen HH Panel CY 08
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Beauty & Health Annual Spending
HH’s with children spend +22% more annually than households without children.
Avg Annual Beauty & Health Spending - CY 04
$311
$381
$280
$300
$320
$340
$360
$380
$400
HH's without Children* HH's with Children**
Avg Annual Beauty & Health Spending - CY 04* HH's without children include singles and couples 18-54 yrs old without children.** HH's with children include new, maturing, and established families with children <18. Nielsen HH Panel CY 04
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Beauty & Health Annual Spending
Remarkably, beauty & health annual spending for empty nester couples is +12% greater than HH’s with children!
Avg Annual Beauty & Health Spending - CY 04
$381
$425
$350$360$370
$380$390$400$410
$420$430
HH's with Children* Empty Nester HH's
Avg Annual Beauty & Health Spending - CY 04* HH's with children include New, Maturing, and Established Families. Nielsen HH Panel CY 04
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The number of people 55+ has grown +27% from 2000–2010 This group is projected to grow another +28% from 2010–2020
Everyday beauty & health needs change at various lifestages Opportunity for retailers to grow sales across beauty & health
Demographic Trend - Graying of America
Graying of America Projections*
95.8MM
75.1MM59.3MM52.4MM
1990 2000 2010 2020
Years
Po
pu
lati
on
(M
illi
on
s)
# of Persons 55+
* US Census Data
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“We want to feel confident in the choices we make for our families.”
“We want to do our best in helping our families achieve well-being every day.”
“We want to find products that fit the changing priorities of our family members and ourselves as we age.”
“We want to choose the right solutions for each family member’s needs.”
4 Traits of HBC Shoppers
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Ability to orchestrate shoppers’ choices and self-selections by validating their decisions and providing reassurance as they shop.
RETAILER IMPLICATIONS
Opportunity to become the primary destination for all Personal Needs purchases for every member of the family – “one-stop shopping.”
Can leverage consumers’ changing lifestages and priorities to maintain loyalty and build sales.
Help shoppers find the right products to satisfy the needs of each individual family member, and the more shoppers will buy.
4 Traits of HBC Shoppers
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20% Patron Savings vs. Outside the Gate?
HigherHigheror or
Lower?Lower?
Olay Pro-X Age Repair Lotion SPF 30 2.5 oz
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Olay Pro-X Age Repair Lotion SPF 30 2.5 oz
Actual Price at DeCA:
$28.79
Avg. Price Outside:
$40.66
($ Savings: $11.87)
% Patron Savings:
29%
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Military Patrons – In their own words…
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Difficulty Finding New Items
“You can go to Walmart and you can go to somewhere else…get the new thing that my kids saw on the TV that they want. But you can’t go to the commissary…”
“9 times out of 10
I can’t find it”
“They’re behind the curve.”
“It takes them forever to get [new products].”
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Assortment Problems“One time they have it, then they don’t have it anymore… That’s kind of annoying to me.”
“They don’t have a large selection at all.”
“It doesn’t seem to flow… Where’s the freaking mousse?”
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Neil Stern
Senior Partner,
McMillan Doolittle
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Why Get Excited About HBC?HBC has been one of the most consistently growing
categories in retailing over the past decade. Projected to continue that way as consumer concerns for
their health, well-being and appearance remains unabated.
The category is attractive to retailers due to new products driving incremental overall sales, higher overall margins and higher rings.
It is little wonder that most major retailers are devoting additional space, merchandise attention, enhanced displays and information to the category in an effort to win customers.
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The Keys to Winning
1. Clear delineation of Health, Personal Care and Beauty
2. Create an environment that causes consumers to “Stop”
3. Use key organization principles within the category
Choices organized by brand, price point, promotion
Drive regimen sales, trade-up, and trial
4. Highlight “new” within the categories
5. Provide clear and compelling information on how to choose
6. Wow them—unique environment, great savings, etc.
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Keys to Winning in Action:
Best Practices Mass Retailers: Target, Walmart and
Costco Supermarkets: Kroger and Stop & Shop Drug Stores: CVS and Shoppers Drug
Mart (Canada) Specialists: Ulta, Sephora and others
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Facts on Walmart HBC
Walmart sales have moved from 45% to 51% grocery/HBC over the past 5 years
Walmart HBC sales were $18 billion in 2009
They have a 30% share of the US market
Note: The following pictures are intended to be thought-starters only.
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Moving HBC Over to Food Side—More Prominence, More Traffic
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Stopping Power—Wood Floors, Lower Profile, Slanted Aisles
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But, Still Communicating Value
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With Information/Promotion Now at Product Level…
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1. Adjacencies: Health Interplays with Pharmacy…
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2. Visual “Stopping” Power…Curves Promote Intimacy and Browsing
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3. Organize—Brand, Price Points for Trade-Up
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4. Promote Regimen Selling…
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5. Focus on News…and New
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6. Information…
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7. Wow! Stopping Power, Trial, Uniqueness…
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Costco: Wow! Can be a Price, or an Unexpected Item…
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Great Pack and Price Point
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Supermarkets Creating a Distinctive Look…
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Color-Coding Health…
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And Beauty…
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With Way-finding, Information and Adjacencies…
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And Help in Making Choices…
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Walgreens Lowered Profile for Better Navigation
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Focusing on New
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And Better Information…
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But the Bar Keeps on Rising…
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With Enormous Product Choice…
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DeCA Can Create Its Own Path to Winning1. Clear delineation of Health, Personal Care and Beauty
2. Create an environment that causes consumers to “Stop”
3. Use key organization principles within the category Choices organized by brand, price point, promotion Drive regimen sales, trade-up, and trial
4. Highlight “new” within the categories
5. Provide clear and compelling information on how to choose
6. Wow them—unique environment, great savings, etc.
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Delight the Shopper
Provide In-Store Guidance
Make It Simple
Creating the Path To Meaningful Differentiation
Clear delineation of categories
Adjacencies, Layout, Assortment Basics
Category Organization
Principles
Brand, Trade-Up, Regimen Selling
Compelling Information … New
Wow!Best Prices
Unique Environment
Up
ward
Pro
gre
ssio
n
5858
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What We Know Now…
We know the Health & Beauty categories are growing as consumer concern for their health, well-being continues.
We know how she shops… We know why she does not shop the
Commissary. We know the Commissary’s price is right!!
What Can We Do?
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Ability to orchestrate shoppers’ choices and self-selections by validating their decisions and providing reassurance as they shop
RETAILER IMPLICATIONS
Opportunity to become the primary destination for all Personal Needs purchases for every member of the family – “one-stop shopping.”
Can leverage consumers’ changing lifestages and priorities to maintain loyalty and build sales.
Help shoppers find the right products to satisfy the needs of each individual family member, the more shoppers will buy.
4 Traits of HBC Shoppers
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What 3-4 Changes Can We Make Now?
1. Communicate Patron Savings… Loud and Often!
2. Display, Display, Display!
3. Highlight “New” in All Categories!
4. Educate Her at Shelf!
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What is it worth?
If military shoppers frequent military outlets 1 more time in a year…
$335,000*
*Source: AC Nielsen Homescan Panel
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Final Final Showcase!Showcase!
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Bausch & Lomb PreserVision Eye Vitamin and Mineral Supplement with Areds - 120 Softgels
Actual Price at DeCA:
$20.14
Patron Savings vs. Patron Savings vs. Outside the Gate?Outside the Gate?
________%________%
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Bausch & Lomb PreserVision Eye Vitamin and Mineral Supplement with Areds - 120 Softgels
Actual Price at DeCA:
$20.14
Avg. Price Outside:
$29.74
($ Savings: $9.60)
% Patron Savings:
32%
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Questions, Suggestions or Feedback?
The hand fans are yours to remind you of the keys to winning our patrons back with up to 50%50% savings!!
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