what you need to consider: roi for rds & sponsors · n3 full time dietitians work on corporate...
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WHAT YOU NEED TO CONSIDER: ROI FOR RDS & SPONSORSAllison Kuhn, MS, RDN, LDAlicia Jerome, MS, RDN, LDN
Allison Kuhn
¨ Director of Retail Nutrition Solutions, Kroger Health¤ Across all Kroger banners = ~2,000 stores, ~1,500
pharmacies, ~200 clinicsn Nutrition Team
n Director of Retail Nutrition n Corporate Culinary Dietitian n Corporate Dietitian Manager
§ In-Store Clinical Dietitians = 15§ In-Aisle Nutrition Technicians = 100 by FY end
Wellness Your Way
Alicia Jerome
¤Health & Wellness Manager¤ The United Family of Stores includes 94 stores
across Texas and New Mexico under 4 banners
Market Street
¤11 dietitiansn 3 full time dietitians work on corporate programs, banner
specific events, community events, media spots, tours, etc. n 8 Contract RDNs help in their respective regions to
provide tours
Why is measuring ROI valuable to your role?
How have you measured ROI?
Product Sales
¨ 2d event = 87%↑ in all GF items over year prior
GF Sales
Year PriorPilot Year
¨ 53%↑ in bakery GF items over year prior
Bakery GF Units
Year PriorPilot Year
+53%
¨ Comparison between stores w & w/o GF Fest
0%
50%
100%
150%
200%
250%
300%
Units
Stores w GF Fest
Stores w/o GF Fest
96%
-10.00%
-5.00%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
GF Sales, 4 Wk Post
Stores w GF FestStores w/o GF Fest
Within the category
Media Ad Equivalency
18 days26 TV spotsAd equivalency = $19,105
Basket Size
Basket Size
ROI of Clinically-Based Program
¨ Main metric of significance: REVENUE!¤ Insurance…should we accept?¤ Right-sized pricing/programming¤ Budget-based team goal setting
¨ Secondary metric: LOYALTY¤ Our data is our most valuable asset¤ Goal is to grow loyal households¤ 84.51 measures incremental spend per
year vs. controls
ROI of Engagement-Based Program
¨ Nutrition Technician Team¤ Cost savings, turnover and time to train¤ CX, friendly and fresh¤ Grocery spend, store and HH¤ Clinical acquisition, RDs and pharmacy¤ Health score improvement¤ Commercialization
n TOTAL=>40X TECHNICIAN SALARY
Helping Partners Achieve ROI
¨ Reach¤ How to quantify?
¨ Displays¤ What if you can’t directly
influence?
¨ Lift¤ Tends to rise but not be
sustained- how do we address?
Thinking outside the box…
Challenges/Opportunities in measuring ROI
Recommendations: Tips, tricks, strategies
Q&A for RDNs and Sponsors
¨ RDNs: Do you have to justify your salary each year?¨ Why is measuring ROI valuable to your role?¨ Are you given a goal to reach/exceed? Who sets
that goal?¨ Challenges/Opportunities in measuring ROI?¨ Share an ROI success where RDN and partner
joined forces.