effective legitimate progressive american logistics association 1 deca/ala training conference...

Effective Legitimate ProgressiveEffective Legitimate ProgressiveAmerican Logistics AssociationAmerican Logistics Association

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DeCA/ALA Training ConferenceDeCA/ALA Training Conference

Commissary Council Brief

Commissary Council Brief


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DeCA / ALA Commissary Council UpdateDeCA / ALA Commissary Council Update

◊ The Commissary Council is YOUR ALA representation to DeCA, on all matters within the Commissary system…get involved!◊ The Commissary Council is YOUR ALA representation to DeCA, on all matters within the Commissary system…get involved!

◊ Our Mantra – “Issued Oriented . . . Solution Driven!”◊ Our Mantra – “Issued Oriented . . . Solution Driven!”

◊ The Council is comprised of 23 members from across all Industry forms: ◊ The Council is comprised of 23 members from across all Industry forms:

► Manufacturers

► Distributors

► Brokers

► Media/Data Providers

► Manufacturers

► Distributors

► Brokers

► Media/Data Providers

The working Committees include another 48 Industry Reps working side-by-side with DeCA POCs to collaboratively move the benefit and the business forward.

The working Committees include another 48 Industry Reps working side-by-side with DeCA POCs to collaboratively move the benefit and the business forward.

2009 Commissary Council

Randy ChandlerDavid McMurtry

CATBill MehlerSheila Linn

Consumer TrendsIndustry Trends

InnovationsOutreach

Ops/SystemsGordon Jones

Ron Ritchie

Data AccuracySystem ChangesSystem Updates

Virtual Com.VCM Automation

Cat. Management Michelle FrostRandy Hardee

Cat ReviewsTraining

Standards –Templates

PerishablesBrad McMinn

Joe Kovac

MeatProduce

Freeze/ChillDairy

Deli-Bakery

Store SupportJay Hudson

Steve Lamkin

Vendor StockingExecution

Swell AllowanceCategory ResetsSpeed To Shelf

PromotionsCharlie Dowlen

Paul Keating

Club PacksDisplays

HBCShippers

ComplianceNew Items

Co-Chair:Tommie Draper

Co-Chair:Jim Herring

Co-Chair:Ainsley Everhart

Co-Chair:Pete Murphy


DeCA/Commissary Council

2009 Objectives

Committee Primary SecondaryCAT Team Marketing

Consumer Outreach Coupon Books ‘09

Consumer Awareness Month Insights CAT Golf Tournament

Bill Mehler Sheila Linn

Ops/Systems VCM Automation Global Data Synchronization Improve Replenishment Process Automate Key Business Processes Store Access Credentialing

Gordon Jones Ron Ritchie

Category Management/Plano-o-grams Ft. Bragg Test CAT Review – Standardized Template Club Pack Evolution

Michelle Frost Randy Hardee

Perishables Elevate Perishable Promotions Club Pack and Case Lot Promotions Industry Promotions & Cross-Merchandising Merchandising Investments

Brad McMinn Joe Kovac

Store Support Vendors Stocking Execution Resets Swell Allowance

Steve Lamkin Jay Hudson

Promotions Mom’s Day Campaign Expanded HBC Promotions Club Packs Extended Pricing Periods (45-day) Multiples

Charlie Dowlen Paul Keating


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Consumer Awareness Team (CAT)Consumer Awareness Team (CAT)

Commissary Consumer Awareness – Sheila Linn, Campbell Soup CompanyCommissary Consumer Awareness – Sheila Linn, Campbell Soup Company

• Commissary Awareness Month – May – Commissary Commando Competition – DeCA challenging all single enlisted soldier, sailor, airman, Marine and Coast Guard customer to discover their commissary benefit. CAT sponsoring giveaways.

• Insights – Commissaries have shown an increase market basket size, core and occasional spending, grew frequency and improved loyalty.

• Outreach Events – Coordinated industry support of AUSA luncheon – Sponsored supplies for Microwave 101 barracks cooking show - Sponsored the purchasing of outreach giveaways for use at DeCA outreach events - sponsors top enlisted awards program – coordinated the collection of donated certifichecks provided to NGB Chief for the Thanksgiving Holiday

• Marketing – Since DeCA can not advertise – CAT sponsors ad space in military publications, for DeCA, to reach potential shoppers not currently using the commissary benefit.

• Coupon Booklet –– produced 200,000 high volume Commissary coupon books for DeCA’s outreach events. Distributed spring and fall.

• For additional information on supporting CAT initiatives – see Sheila Linn – CAT Chair or Ainsley Everhart – Co-Chair

• Commissary Awareness Month – May – Commissary Commando Competition – DeCA challenging all single enlisted soldier, sailor, airman, Marine and Coast Guard customer to discover their commissary benefit. CAT sponsoring giveaways.

• Insights – Commissaries have shown an increase market basket size, core and occasional spending, grew frequency and improved loyalty.

• Outreach Events – Coordinated industry support of AUSA luncheon – Sponsored supplies for Microwave 101 barracks cooking show - Sponsored the purchasing of outreach giveaways for use at DeCA outreach events - sponsors top enlisted awards program – coordinated the collection of donated certifichecks provided to NGB Chief for the Thanksgiving Holiday

• Marketing – Since DeCA can not advertise – CAT sponsors ad space in military publications, for DeCA, to reach potential shoppers not currently using the commissary benefit.

• Coupon Booklet –– produced 200,000 high volume Commissary coupon books for DeCA’s outreach events. Distributed spring and fall.

• For additional information on supporting CAT initiatives – see Sheila Linn – CAT Chair or Ainsley Everhart – Co-Chair

2009 Marketing - CAT

Mar – Guard & Reserve Mar – Guard & Reserve

Review current process for VCM’s & identify potential system enhancements to reduce costs and realign associated workload.

Implement Global Data Synchronization (GDS) initiative (Quality of data from industry continues to be major concern).

Improve business process for:Exchanging information (ALA WEB site now being updated)

Tracking random weight data ( Awaiting Test )

Computer assisted ordering (Next update June 2009)

Updating data for Plan-o-grams (Requires GDS)

DeCA’s Accounting System (Waiting for DoD guidance)

DeCA’s Enterprise Business System (Bus. Trans. review process)

DeCA contractor credential for store access (Defer to ALA BOD)

Operating SystemsOperating Systems

Key Objectives for 2009Key Objectives for 2009



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Category Management / Plan-o-gramsCategory Management / Plan-o-grams

Committee Chairpersons: Michelle Frost - DeCA HQ / Randy Hardee – DMICommittee Chairpersons: Michelle Frost - DeCA HQ / Randy Hardee – DMI

• Fort Bragg North Merchandising Test Concept – Start Date: March 2009Goal: This committee will offer assistance in evaluating this test concept.

Minimum 13 weeks to expire before any preliminary sales evaluations begin.

• Category Review Template DevelopmentGoal: Standardize the information and format presented during Category Reviews to offer efficiencies and effectiveness for both DeCA and industry.

Template Features:

• Pre Review Plan provided to industry by Category Manager detailing critical information to be evaluated during review.

• Excel based template that incorporates DeCA and Retail performance, from Category, Segment, Sub Segment, Brand and UPC level data.

• Post Review Scorecard to evaluate review execution and impact.

• Template is currently in draft format with expected completion early summer.

• Template will likely be released as a suggested template for industry use.

• Fort Bragg North Merchandising Test Concept – Start Date: March 2009Goal: This committee will offer assistance in evaluating this test concept.

Minimum 13 weeks to expire before any preliminary sales evaluations begin.

• Category Review Template DevelopmentGoal: Standardize the information and format presented during Category Reviews to offer efficiencies and effectiveness for both DeCA and industry.

Template Features:

• Pre Review Plan provided to industry by Category Manager detailing critical information to be evaluated during review.

• Excel based template that incorporates DeCA and Retail performance, from Category, Segment, Sub Segment, Brand and UPC level data.

• Post Review Scorecard to evaluate review execution and impact.

• Template is currently in draft format with expected completion early summer.

• Template will likely be released as a suggested template for industry use.


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PerishablesPerishables

END CAP TEST FOR FROZEN / CHILLEND CAP TEST FOR FROZEN / CHILL

Objectives

Provide Increased Merchandising Capability for Perishable Mandates

Insure Shelf Presence for Power Buys and Manager Specials

Decision factors:

* Patron Savings (History); Recognizable Values; High Volume and Turns; Frequently Mandated Items

* Industry Commitment to Vendor Stock and Maintain Availability

Proposed Unit and Allocation of Use

* End Cap Unit Should Have Dual Temperature Capability to Display Frozen and Chill Mandates

* Number of Weeks by Company Mandated by Weighted Factors

* Purchase Cost and Maintenance Cost Shared by Industry Based on Percentage of Mandated Weeks Allocated

* Units become property of DeCA at the end of a Two Year Program Period

Determining Weekly Promotional Allowance

* Nielsen data; Category Movers; Performance History; Seasonal factors; Patron Savings

* Industry will submit Promotional Plan, All factors Weighted and Decision Rendered by DeCA MBU.

Brad McMinn approached the Regions for stores that would like and could handle an additional an additional end cap. 23 stores responded.

MBU will have say on placement of end caps and weeks that companies will have on end caps. Cost estimate of program being developed. Industry to pay for end caps. Cost to be shared for Equipment and Maintenance

NTT to trade for bids is suggested

Intent: Show Regions and Agency that if Perishables has more space, we will have more sales.

Objectives

Provide Increased Merchandising Capability for Perishable Mandates

Insure Shelf Presence for Power Buys and Manager Specials

Decision factors:

* Patron Savings (History); Recognizable Values; High Volume and Turns; Frequently Mandated Items

* Industry Commitment to Vendor Stock and Maintain Availability

Proposed Unit and Allocation of Use

* End Cap Unit Should Have Dual Temperature Capability to Display Frozen and Chill Mandates

* Number of Weeks by Company Mandated by Weighted Factors

* Purchase Cost and Maintenance Cost Shared by Industry Based on Percentage of Mandated Weeks Allocated

* Units become property of DeCA at the end of a Two Year Program Period

Determining Weekly Promotional Allowance

* Nielsen data; Category Movers; Performance History; Seasonal factors; Patron Savings

* Industry will submit Promotional Plan, All factors Weighted and Decision Rendered by DeCA MBU.

Brad McMinn approached the Regions for stores that would like and could handle an additional an additional end cap. 23 stores responded.

MBU will have say on placement of end caps and weeks that companies will have on end caps. Cost estimate of program being developed. Industry to pay for end caps. Cost to be shared for Equipment and Maintenance

NTT to trade for bids is suggested

Intent: Show Regions and Agency that if Perishables has more space, we will have more sales.


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PerishablesPerishables

2009 Initiatives2009 Initiatives

Elevate Perishable Promotions

Investigate increasing perishable Power Buys, Primaries and Manager Specials and recommend the best mix for effectively increasing sales.

Club Pack & Case Lot Promotions

Seek opportunities to increase perishable participation in case lot sales.

Industry Promotions/Cross Merchandising

Group will research ways to formalize cross merchandising efforts between perishable & semi perishable categories.

Merchandising Investments

End Caps – test program—23 stores to gain new Frozen / Chill end caps. Cost shared by industry.

Explore Opportunities for Sales Advances

The Committee will suggest to DeCA opportunities to achieve their 2009 dollar goals and objectives.

Examine Current Retail Trends

The Committee will examine current retail trends; report findings and make suggestions to keep pace.

Sub Committee Representation

The group will have sub Committee representation for Meat, Del, Frozen / Chill and Produce to ensure that all categories are represented.

Elevate Perishable Promotions

Investigate increasing perishable Power Buys, Primaries and Manager Specials and recommend the best mix for effectively increasing sales.

Club Pack & Case Lot Promotions

Seek opportunities to increase perishable participation in case lot sales.

Industry Promotions/Cross Merchandising

Group will research ways to formalize cross merchandising efforts between perishable & semi perishable categories.

Merchandising Investments

End Caps – test program—23 stores to gain new Frozen / Chill end caps. Cost shared by industry.

Explore Opportunities for Sales Advances

The Committee will suggest to DeCA opportunities to achieve their 2009 dollar goals and objectives.

Examine Current Retail Trends

The Committee will examine current retail trends; report findings and make suggestions to keep pace.

Sub Committee Representation

The group will have sub Committee representation for Meat, Del, Frozen / Chill and Produce to ensure that all categories are represented.


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Store SupportStore Support

Vendor Stocking – Emphasize Current Policy• One store at a time!• Work / help DeCA on Scorecard process / policy.

VCM Automation• Help DeCA with heavy VCM stores & cutting back on VCM’s written.

Execution – Improved Store Support Merchandising• Club Pack Process• OTB / Shipper Promotions – Work with stores on case commitments.

Resets – Develop Process: • To Set Sections Quicker • Maintenance of Sets Is Essential

Swell Allowance• Refresh 1% Policy

Phase Out Policy• Help to notify distributors.• Work with stores on continuing to pull until distributors are depleted.

Continue Enforcement of Existing NTTs

2009 Initiatives2009 Initiatives


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PromotionsPromotions

Expanding Sales OpportunitiesExpanding Sales Opportunities

• “NEW” Themed Campaigns/Events:• Mom’s Day Campaign - Reoccurring spring event (March-May dates tentative for 2010)

• Healthy Lifestyle Events - May through October, reoccurring

• Little Hero’s Themed Events - June through October ‘09; future years

• $6 Billion Sales Event - 3rd & 4th weeks of September

• Matrix and Promotional Calendars for 2009/2010 - Release dates:• Matrix- released to industry May 6, input back to Russ Moffett; final to industry end of June• Promo Calendars and themes - target release NTT July 15 for Jan. - Dec. 2010

• # of 45-day pricing periods for 2010

• Club Pack Quarterly Programs - Strong growth opportunities• Top 70-100 volume CP items being identified -Starting with Summer Club Pack 09• Forecasting by stores-needed in order to continue growth trends

• Cross Merchandising Programs - Center Store tie-in with Produce and Meat departments

• VCM Automation - Systems Ops taking lead - Promotions working with this committee

• “NEW” Themed Campaigns/Events:• Mom’s Day Campaign - Reoccurring spring event (March-May dates tentative for 2010)

• Healthy Lifestyle Events - May through October, reoccurring

• Little Hero’s Themed Events - June through October ‘09; future years

• $6 Billion Sales Event - 3rd & 4th weeks of September

• Matrix and Promotional Calendars for 2009/2010 - Release dates:• Matrix- released to industry May 6, input back to Russ Moffett; final to industry end of June• Promo Calendars and themes - target release NTT July 15 for Jan. - Dec. 2010

• # of 45-day pricing periods for 2010

• Club Pack Quarterly Programs - Strong growth opportunities• Top 70-100 volume CP items being identified -Starting with Summer Club Pack 09• Forecasting by stores-needed in order to continue growth trends

• Cross Merchandising Programs - Center Store tie-in with Produce and Meat departments

• VCM Automation - Systems Ops taking lead - Promotions working with this committee

effective legitimate progressive american logistics association 1 deca/ala training conference...

Documents

commissary benefit

commissary systemget

deca outreach events

deca pocs

industry forms

industry reps

cat sponsors ad space

ainsley everhartcochair