rdd learning academy: store flix revisited

7/24/2019 RDD Learning Academy: Store Flix REVISITED

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Collaborative Partnershi s Business Solutions Leadershi - Breakthrou h Results

RDD ASSOCIATES Perishables Expertly Merchandised

RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development


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Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy

What is RDDs

ASSOCIATE LEARNING ACADEMY

?

An

enterprise-wide training, education & associate -development process, that:

For every RDD position, identifies core skills, business processes /

protocols, technology enablers and best business practices / solutions

critical to delivering

sales agency SERVICE EXCELLENCE

Provides a comprehensive portfolio of fundamental and advanced

training/education modules facilitating associate development and building

organizational capacity and performance

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES

train, develop & reward V LUED SSOCI TE RESOURCES build momentum to ensure

FUTURE ENTERPRISE SUCCESS


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[II]

Key

Elements &

Topics

[III]

Applications

&

Utilization

[IV]

Reference,

Recap &

Next Steps

Refresher: What is a query?

Why Are We Revisiting?

Storeflix: part of our MKTG Toolbox

Recent Survey Examples

Success Story/Case Study: Ahold

Recap

Handouts/Current Storeflix Schedule

Next Steps

UPDATE: Wakefern (Bob W)

[I]

Course

Overview

STOREFLIX REVISITED

Course Overview: Definition / Purpose / Rationale

Refresher: What is StoreFlix?

Key Discussion Topics


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STOREFLIX REFRESHER

WHAT IS STOREFLIX?

*Eye-Opener for Retailers

*See the Landscape

*Opportunity Finder

TOTAL TEAM EFFORT


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STOREFLIX REFRESHER

QUERY BY DEFINITION:

- (Noun): A question; an inquiry

- (Verb): To ask or inquire about

SO IN PRACTICE:

The StoreFlix query allows for questions

AND OPPORUNTITIES

you have at retail to be answered:

In real-time

Geo-tagged

Analyzed quickly, at any time

Take action & improve as needed


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WHY ARE REVISITING?

Give a better understanding of the applications

Get BMs/ Ms involved and aware of what Storeflix can do

-Works best when EVERYONE is involved

Not just an audit form

-Can get distribution, pricing from other tools

TIME TO TAKE IT

TO THE NEXT LEVEL


7/29Expanding Skills Leveraging Thought Leadership Sharing Best Practices Building PerformanceRDD Associate Learning Academy

WHAT DO WE WANT TO USE

STOREFLIX FOR?

Exploring business opportunities

Real Look view of merchandising in the store

-Knowing your obstacles (what IRI will not show you)

Fact finding

-Average sales call time

Verifying distribution- beyond in/out stock (specifics, where, etc.)

Keeps us currentnew

stores

Retail contests- utilizing pictures (coming soon)




STOREFLIX FOR?

Helps pave for the way for the Future and Change:

Expanded usage to Pro-Star and Matrix

Local.Regional.




STOREFLIX FOR?

Explore the opportunities

BMS: Think of your clients:

Are they expanding into new categories, retailers or markets?

Do they own any brands that we currently do not represent?

Ms: Think of your accounts:

Are they opening up new stores, expanding into new markets?

Expanding any of their perishable departments?

Knowing your landscape when speaking to accounts

Corporate compliance and verification



REVENUE GENER TOR

-Sell this powerful tool as a method of gathering information for retailers or

-Sell StoreFlix as a tool that can confirm store conditions to a potential client

-Contract work

RETAIL BECOMES AN ASSET GENERATOR

NEXT STEPS: Utilize as an Ahold Total Banner solution

-Merge of RDD, Pro Star and Matrix store conditions

CLOCK

: Used as an internal time-management tool at Retail

-Clarify how time is spent in stores


STOREFLIX FOR?



CHALLENGE:

Hood Simply Smart Brand distribution levels need improvement

at ShopRite

STOREFLIX A PART OF OUR

MARKETING SOLUTION TOOLBOX

PROCESS:

(1) Run IRI by week to track weekly distribution and sales since launch for total ShopRite

(2) Run SR PPI stores selling report to see which stores are carrying the product

(3) Create a StoreFlix survey to gauge where the items are shelved

SOLUTION:

Gain FULL insight to what is happening at the total chain and individual

stores, as well as gaining visual insight to shelf conditions



CHALLENGE:

Friendship Sour Cream sales are not getting enough display for sale

events at Stop & Shop

PROCESS:

(1) Collect IRI data to analyze sales events on all Sour Cream at Stop & Shop,

including feature and display levels

(2) Conduct a Storeflix survey to capture pictures for each Stop & Shop store

SOLUTION:

In addition to syndicated display & sales data, one can pinpoint particular stores

NOT displaying product during sales events





CHALLENGE:

Friendlys Ice Cream has launched a new 48 oz item with demos

in 150 ShopRite stores: WERE THEY EXECUTED?

PROCESS:

(1) Collect IRI data to obtain chain-level distribution on the item for total

ShopRite

(2) Use PPI to run a stores selling report to see if all contracted stores

participated

(3) Conduct a Storeflix survey to capture pictures of the demo events as proof

of compliance

SOLUTION:

Gain chain and store-level data and pictures of individual stores to

ENSURE stores followed through





RECENT EXAMPLE STORE CALL

TIME



RECENT EXAMPLE HUMMUS



Situation Opportunity to gain the Delallo Business for Ahold. This would

entail 800 additional stores carrying Delallo Olives in their olive bars.

Strategy Eight-question StoreFlix survey set up in Spring of 2015 for all Ahold

stores (S&S, Carlisle, Landover). Joint effort across RSM- RDD, Pro-Star and Matrix

retail. Special login created.

Results

RDD won the Delallo business at Ahold. The retailer was not aware of

how may olive bars their stores had. We submitted a 52 page deck of about 300

pictures. Identified types of trays, cups (again, retailer was unaware). Identified

potential store issues (example: some stores had no trays at all).

AHOLD Delallo/StoreFlix Research Solution

Summer 2015

GC (Martins) #6285: Waynesboro, VASS #570: New Hyde Park, NY GL #387: Rehoboth Beach, DE



STOREFLIX RESULTS



Lets recap: STOREFLIX REVISITED


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CURRENT SCHEDULE HANDOUT




Any Questions, Comments or Ideas?

Thank you for your

participation

Moving ahead

STOREFLIX REVISITED


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Wakefern Food Corp: #6 Grocery Retailer in USA , $15.7 B retail sales, 400+ Stores

Largest retailer-owned co-op in USA

50 member/owners; 3

RD

largest grocery wholesaler

Joe Colalillo Chairman, Chairman / CEO & member; Joe Sheridan, President & COO; Chris Lane, SVP - Merchandising

Fiscal year retail sales +6.8% vs 2014; $12.8 B wholesale revenues

Purchased 14 former A&P properties to reopen in 2016; will add $650 M retail sales

Core business segments

:

Wakefern planning/supply/merchandising & Member Services for 277 ShopRite Supermarkets

SRS Division operating 30 corporately owned ShopRite Supermarkets

Price Rite Division operating 63 extreme-value stores (~ $1.2B revs)

Wholesale Division supplying independent grocery chains (Gristedes, Morton Williams, Kings, export)

ShopRite stores are among highest grossing supermarkets in the USA

27

Dominant chain in NJ market share over 50%!

Vertical supply model over 4 Million sq ft warehouse space Member/staff merchandising committees evaluate vendor offers & select programs

ShopRites longstanding customer proposition remains, Low Price Leader aggressive, promotionally-driven

Over 9 million feature ad circulars distributed weekly; over 7.5 M PricePlus loyalty shopper card holders

Continue to offer largest branded, private label & SKU assortment in the marketplace

2016 Marketing Strategy Optimize brick & mortar assetsaccelerate digital commerceenhance customer

experiencebuild culinary reputation

Growth strategy fueled by PricePlus Insights (PPI) CRM platform

Target marketing initiatives fueled by shopper segmentation shopper-marketing programs

ShopRite Partners-in-Caring Foundation is charity of choice $40M in hunger-relief donations to date

Signature promotional events are critically important: Can-Can, Dollar Days, LPGA , NYC Wine & Food Festival

Best-in-Class digital & e-commerce platforms; ShopRite from Home sourced from over 110 stores covering 200 store

trading areas; expanding ShopRiteDelivers.com offering home-delivered case quantities of non-perishables

Expanded corporate focus on foodservice/Grocerant offerings under ShopRite Kitchen brand

New food safety partner, icix product specs solution, for private label supply chain compliance

New initiative to enhance private brand proposition and product offerings; Wholesome Pantry brand intro late 2016


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Wakefern Food Corporation

Private Brand Revitalization Initiative 2016/17

Wakefern is revitalizing and simplifying Private Brand shopper proposition

and product offerings with emerging strategic review

Reducing number of brands from 21 to 7

Anticipate 1,200 current items to be converted to new brands

Introducing 3 new brands in 2016/17

Product development and branding to align with 6 defined Shopper Need States

Wakefern Private Brand team headed up by Loren Weinstein, Director of

Marketing/Private Brands

Two PLBL Cat Mgrs - Brian Steele and June Hill; they will collaborate with procurement managers onportfolio decisions

ShopRite shopper need states:

Quality & Convenience at a Value

Natural & Organic orientation, with clean labels

Healthy Living

Premium consumables convenient and easy to prepare

Artisanal foods and International cuisines

Beauty-inspired HBC

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Wakeferns 7 emerging Private Brands

ShopRite brand high-quality/high-value solution, only change add functional benefit logos

PriceRite brand no change, add functional benefit logos

Black Bear brand no change

ShopRite Kitchen brand foodservice to be extended across the store; easy to prepare premium mealcomponents

NEW Wholesome Pantry brand intro late 2016; Dairy & Frozen conversions first in line; clean

ingredient label; organic tag when appropriate; antic 200 items

NEW World Cuisine (no name yet) intro early 2017; ethnic, international and artisanal foods; antic 200items

NEW - Beauty-inspired HBC brand (yet to be named)

Go-Forward Strategy & Process

Discuss with Procurement plans to convert existing product to new brands

Monitor packaging inventories

Bring new product ideas and branding suggestions to both Procurement & Priv Brand Cat Mgrs

New automated work-flow system being integrated

OEC Graphics new 3rd authorized 3rd party production design partner

(continued)

rdd learning academy: store flix revisited

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