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Sales Update 2007: Year of Achievements

Explore the sales performance and accomplishments of Mr. Randy Chandler, Director of Sales in 2007. Uncover key metrics, strategic sales targets, and industry trends to drive growth in the upcoming fiscal year.

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Sales Update 2007: Year of Achievements

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  1. Sales Update Mr. Randy Chandler Director, Sales

  2. 2007: A Year of Accomplishments • Sales • $5,537.3M (+ $120.4M) • Patron Satisfaction • − 4.60 (Out of maximum of 5.0) • American Customer Satisfaction Index 2006 • National average for commercial grocers: 75 • DeCA’s score: 77— Second only to PUBLIX supermarkets • Benefit Value • − Target 30% • − Actual 31.2

  3. Commissary Sales - Total DeCAOctober – January +1.7% +5.0% +3.5% +2.5% $1858 $1917 Cumulative YTD Sales +$59 +3.2% FY 2008 Strategic Sales Target: $5602 +$65 +1.2%

  4. Customer Transactions - Total DeCA October - January # Transactions -1.7% +0.4% +0.1% +1.0% 30.760 30.744 -0.16 -0.1% Cumulative Transactions Sales Per Transaction Year Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep YTD FY 07 $58.57 $60.57 $62.83 $59.58 $61.27 $60.71 $59.48 $59.87 $61.32 $59.43 $60.70 $62.09 $60.42 FY 08 $59.97 $63.38 $64.96 $61.03 $62.36

  5. Region Summary for October – January, FY 2008 Actual Data Change vs. Prior Year

  6. Perimeter Departments (FY Q1 Comparisons 2008 vs. 2007) • Perishable Sales show strength • Produce + 7.16% • Meat + 1.92% • Deli + 4.70% • Bakery + 6.03% • Sushi To Go + 5.83% • Hot Foods + 8.88% • Seafood + 7.22%

  7. DeCA’s Top 15 Sales Days in the 21st Century Updated 2/05/2008

  8. Promotions

  9. Final Promotional Results CY 07 • Promotional Category results (unit lift percentages) • 64.5% Manager’s Special • 64.2% Power Buys • 72.1% Primaries • Overall lift percentages outstanding • Unit Lift ~ 47.8% • Dollar Lift ~ 25.8%

  10. September Case-Lot Sale Comparison

  11. September 2007 Case Lot Sale Region Case and Dollars Breakout

  12. Club Pack Sales History (S = Spring, W = Winter)

  13. Promotional Goals for 2008 • Improve promotional flexibility • Take advantage of consumer advertising associated with new item launches • Take advantage of “close out” specials • Include perimeter departments in all promotional packages

  14. May Commissary Awareness Month • Goal: Get hard-to-reach demographic groups into the stores • Month of special in-store events • Fun tours • In-store games • Targets young, single service members

  15. Worldwide Case Lot Sales • Held every May and September • Gigantic – All 258 stores participate • Special case lot sale page on • www.commissaries.com • Customer favorite • Buy in bulk • Increases overall savings • Well beyond average 30%

  16. Family Day • Every fourth Monday in September • Ties in with the greater DoD effort to combat drug, alcohol and tobacco abuse, and TRICARE’s Healthy Choices for Life

  17. Special Sales • Remote/Guard and Reserve • Seafood Roadshows

  18. Print Media

  19. Print Media

  20. Print Media

  21. FOCUS

  22. Information Outreach to Guard and Reserve • Communication of the benefit • Reserve & National Guard magazine • Fleet Reserve Association magazine • Outreach initiatives • Army Reserve Family Readiness Education • National Guard Bureau Annual Awards • Addressing Guard and Reserve conferences/meetings • Wounded Soldier program • “Discover Your Benefit” campaign • Promotes all aspects of the benefit • Focus is on Guard and Reserve

  23. Expanding Benefit Access for Guard and Reserve • Expand Guard and Reserve members’ access to the commissary benefit • On-site sales • DeCA Fiscal Year 2007 results • Sales = $1,634,167 • # of Guard and Reserve locations = 21 • DeCA Fiscal Year 2008 (YTD) results • Sales = $351,965 • # of Guard and Reserve locations = 5 • Working with NGB/Service reserve chiefs to identify locations to accomplish goal of 100 sales events through 2008 • Exploring Web/direct/auto software

  24. Expanding Benefit Access for Guard and Reserve • Developing a staff office for Guard and Reserve support • Would serve as the POC for headquarters support: • Logistics • Human Resources • Communications/IT support • Second destination transportation • Equipment • Develop a “Virtual” solution for guard sales • March internet ordering – on site payment • Develop total internet solution to include pre-payment

  25. Industry Trends • Channel Trends • Targeted marketing and enhanced customer service • Convenience store growth • Alternative channel growth for grocery items • Consumer Trends • Consumers struggling with energy costs and housing downturn becoming more value/price conscious • Aging population • Ethnic population growth • Increased customer education/product awareness • Category Trends • Health and Wellness • Organic and “Green” products • Authentic Ethnic products

  26. Plan-o-Gram • Currently all stores are merchandised using standardized plan-o-grams • Based on historic sales patterns • Specific sets based on store class size • Planogramming the “Future” • Pre-position space for growth categories • Refine assortments in declining categories • Re-configure flow to maximize allocation efficiencies • Test concept at Ft Bragg North • Measure incremental changes

  27. Stock Assortments • Standardized across CONUS stores; • Europe and Far East slightly unique • Modified by regional/local brand favorites • Future assortments more demographically • Area of the country • Mission of the base • K-1 assortments being scrubbed to eliminate duplication • Develop an assortment with flexibility to add emerging products during their peak introductory period

  28. Industry Partners • Solving vendor stocking • Working group established as part of the Commissary Council • Cost to DeCA estimated • Met with Produce and Deli/Bakery suppliers on February 25, 2008 • Open forum with DeCA and Industry to discuss existing program performance • Formulate issues to work and define areas for potential improvements • Produce as part of the promotional program

  29. Go Green

  30. SmartWay --Transport Partners-- • DeCA encourages participation of our transport partners • Notice to the Trade #08-41 outlines DeCA’s support • Partners commit to measure and improve the efficiency of their freight operations, using EPA-developed tools that quantify the benefits of a number of fuel-saving strategies • Program offers incentives for fuel efficiency improvements and greenhouse gas emissions reductions  • Transportation providers servicing DeCA who are SmartWay Partners (as shown on SmartWay Web Site 10/15/2007)

  31. 1, , Million CFL BulbGoal in 2008! • Compact Fluorescent (CFL) Bulbs save up to 75% on energy usage • 2008 Goal • Sales of 1,000,000 units • Program mirrors Wal-Mart 100 Million Bulb Goal (about double prior year volume) • Increased Selection • More bulb types • Multi-packs • Shipper Program • News release #04-08 sent out January 10, 2008 • Bulb sales in January 2008 over 100,000 units

  32. Reusable Green Bags • All DeCA Stores • Displayed on racks • K1 stores have 1 rack • K2 stores 2 racks and so on • Bags • Price is 70 cents per bag • News Release # 08-08 sent out January 17, 2008 • Big sales – over 525,000 bags from October 30, 2007 to present

  33. Organics = Healthy Growth! • Explosive year over year growth from bar coded organic items • 56% growth in sales dollars (+$11,328,269) • CY 2006 sales dollars: $ 20,129,456 • CY 2007 sales dollars: $ 31,457,725 • 43% growth in number of SKUs sold (+196 items) • CY 2006 SKUs with sales: 452 • CY 2007 SKUs with sales: 648 • Note: Above data does not include price look up produce items and random weight meat items

  34. Earth Day - April 22, 2008 • Earth Friendly Products featured in Period #8 to coincide with Earth Day and Arbor Day featuring: • Organic Products • Energy Saving Bulbs • Recycled Produces • Efficient Packaging Products

  35. Coming Soon...

  36. NAS JRB Fort Worth • Overall Store: 86,101 SF • Sales Area: 44,000 SF • Grand Opening: March 25, 2008 • OSD approved October 29, 2007 • BX Mart to Commissary • Exchange turns over building by February 26, 2008 • Exchange retains front of warehouse area for Class 6 • and furniture and appliances sales • Projected monthly sales $1.8M

  37. Fort Detrick • Project Awarded: February 21, 2006 • DeCA Project Cost: $13,314,195 • Overall Store: 34,210 SF • Grand Opening: April 8, 2008 • New Commissary • Construction is 95% complete • General sales area with Grab-N-Go area • Energy efficient Heating and Air Conditioning system • Heat recovery system • Return air reclaims cold display case spill-over • Automatic refrigeration monitoring and control system • Force protection

  38. THANK YOU!

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