delivering the commissary benefit your commissary … it’s worth the trip! better opportunities...
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Delivering the Commissary Benefit
Your Commissary … It’s Worth the Trip!
Better Opportunities for Single Soldiers (BOSS)
Future Leader Forum and
Training CMSgt Stuart M. Allison DeCA Senior Enlisted Advisor
Your Commissary … It’s Worth the Trip!
241 commissaries
13 countries
13,000+ employees – 65.4% military related*
$5.6B annual sales
90M annual transactions
30% average savings vs. grocery stores/all food outlets
145+ years serving the nation
We sell groceries at cost plus 5%
surcharge
DeCA by the Numbers
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*Percentage of DeCA U.S. Civilian Employee Population
Your Commissary … It’s Worth the Trip!
• Commissaries deliver a vital element of military compensation– Sell grocery items at cost
– Enhance quality of life
– Support military readiness, recruitment and retention
• Other benefits to military community– Industry giveaways and scholarships support
– Source of employment for spouses, dependents
– Increases foot traffic for Exchange and MWR
Part of Non-pay Compensation
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Your Commissary … It’s Worth the Trip!
• Military Spouses – 3,747 or 27.08%• Dependents – 1,010 or 7.3%• Sponsors:
– Retirees – 1,749 or 12.64%
– Guard and Reserve – 344 or 2.49%
• Other Veterans – 2,206 or 15.94%
Military-related Employment
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65.4%
Population – 13,838 DeCA U.S. civilian employees as of March 31, 2015
Your Commissary … It’s Worth the Trip!
Why is it that the commissary …
• Requirements, prohibitions or not authorizedin law
• Regulated by law or DoD policy
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Adds a
surcharge
Won’t price match
Sells no
beer or
wine
Won’t double coupon
s
Doesn’t
pay
baggers
Isn’t combined
with Exchanges
???
Your Commissary … It’s Worth the Trip!
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Commissary Savings – The Real Deal
What’s the math behind “30% savings”?
• Use comprehensive database from Nielsen for U.S. commercial grocery store and commissary prices
• Used more than 38,000 scanned grocery items
in 2014 analysis• For non-scannable items (fresh meat,
produce), record prices at 30 commissaries and 60 outside retailers at each site
• For overseas stores, do physical audit at 2 commissaries in Alaska, 2 in Hawaii and 13 overseas, plus 2 outside grocery stores at each site
Your Commissary … It’s Worth the Trip!
DeCA’s Extra Value Programs Value Brand
• We Compared – You Save !– Highlights items that are
competitive when compared to store/private label brands in the commercial sector
– Value brands must be consistently lower in price and of equal or better quality to store or private label brands
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• VB items offer 20% Savings– Compared
to private label
Commissary Rewards Card
Examples of past vendor promotions
• Buy four Dr. Pepper/Snapple items for a chance to win four round trip airline tickets, 6 days & 5 night hotel stay with $1,000 spending money
• Spend $25 on Con Agra products, receive a $5 off total purchase digital coupon
• Buy 4 Kellogg’s products to be entered for a chance to win a trip to Washington, D.C
• Buy 4 Kellogg’s products to be entered for a chance to win free groceries for a year.
Number of digital coupons redeemed
6,832,956
Dollar value of digital coupons redeemed
$7,551,681
Number of coupons downloaded 58,138,293
Your Commissary … It’s Worth the Trip!
Commissary Awareness
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• DeCA uses social media for:– Two-way communication and
engagement– Enhanced customer feedback– Deliver Hub-and-Spoke communication– Educate patrons about their benefit– DeCA’s sales, events, promotions– Sales Flyer– Share relevant DoD information
Your Commissary … It’s Worth the Trip!
HEALTHY EATING – IT’S EASIER THAN YOU
THINK!
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Your Commissary … It’s Worth the Trip!
ThinkingOutside the Box
Produce Corner
Your Commissary … It’s Worth the Trip!
Health Promotion in the Sales Flyer
• Healthy Meal Solution- “Thinking Outside the Box”– Partnering with DOD health and wellness
stakeholders like the Performance Triad and Operation Live Well to align nutrition messaging and promote
– Meal features items on promotion and provides grocery cost, meal cost and individual serving cost
– Beginning in 2016 shelf stable items will be featured as an endcap
• Produce Corner- Recipe promoting in-season produce
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Your Commissary … It’s Worth the Trip!
DeCA’s Nutrition Guide Program
• PURPOSE– Provides nutrition educational information relevant to
shoppers’ interests and dietary needs at the point of purchase
– Quick and easy way to identify healthier choices
– Expedites the shoppers’ search; eases confusion; and leads them to healthier choices
– An additional resource for our military community that is consistent across all commissaries
– Information for reference to assist with DoD’s health promotion efforts
• COMING SOON– January/February 2016 pilot/implementation
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Your Commissary … It’s Worth the Trip!
DeCA’s Nutrition Guide Mock Tag
Attributes are examples only
Final thoughts and the way ahead
Your Commissary … It’s Worth the Trip!
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Your Commissary … It’s Worth the Trip!
• A benefit that has been in place for over 145 years – however faces intense scrutiny as DoD balances resources to readiness
• DeCA has been aggressive in reducing its costs
• DeCA continuing with transformation and modernization of the commissary business to be more efficient and responsiveTaking care of military members is
priority!Taking care of military members is
priority!
Commissary – Benefit & Business
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Innovative
Suggestions?
www.commissaries.com