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DeCA: Providing Value, Savings, and Support to the Military Community

Learn about the Defense Commissary Agency (DeCA) and the valuable benefits it offers to the global military force. Discover the leadership philosophy, the savings provided, the customer service satisfaction, and the various programs and initiatives aimed at supporting military families.

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DeCA: Providing Value, Savings, and Support to the Military Community

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  1. Defense Commissary Agency Valued Benefit of a Global Force Mr. Joseph H. Jeu DeCA Director

  2. Anniversaries

  3. First Six Months • Commitment to the Benefit • Sound business acumen • Dedicated workforce

  4. Leadership Philosophy “Excellence is not a skill. It is an attitude.” “Innovation is the ability to see change as an opportunity – not a threat”

  5. Leadership Philosophy Stretch Goals Will Take Us to the Next Level • Performance Management • Outcome Focused • Accountability • Decisions Based on Empirical Evidence • Not Business as Usual

  6. Value of the Commissary Benefit • Quality of Life • Savings totaled $2.69B in FY 2010 • Ancillary Support: industry contributions to installations, give-aways, scholarship program totaling $244M • Military-Related Employment: 62.5% of DeCA workforce • Industry also employees military family members • Military Readiness • Peace of Mind: focus on mission vs. family/sense of community • Recruitment: family member advocacy • Retention: GAO Report NSIAD-99-197 • Cost Avoidance • Defense Transportation System: a leading peacetime shipper of military goods overseas • Cost of Living Allowance: reduced for commissary presence • Emergency Support 6

  7. Guard & Reserve On-Site Sales • FY 2010 • Events: 156 • Sales: $8.68 Million • Savings: $4.0 Million • Patrons served: 70,244 • YTD FY 2011 • Events: 103 • Sales: $6.07 Million • Savings: $2.81 Million • Patrons served: 44,186 Providing the Benefit On-Site to Our Guard & Reserve

  8. Savings • Current savings figures for commissary shoppers • FAMILY of FOUR can save over $4,476 • FAMILY of THREE can save nearly $3,494 • A COUPLE can save over $2,827 • SINGLE can save over $1,542 Your Commissary – It’s Worth the Trip!

  9. Industry Partners • Thank you! • Partnerships – Win/Win • Growing Business • Pricing • Mature Business • Evolving • Manufacturers • Welcome Suggestions 9

  10. Hawaii General Excise Tax • Suspends the exemption allowed on sales to Federal Government • Assesses 4% tax • Allowed for continued exemption if contract prohibits passing of tax • DeCA Hawaii based contracts amended • It is the vendor’s responsibility to determine it’s liability for the tax

  11. Customer Service • Commissary Customer Service Survey (CCSS) • Patron Satisfaction • 4.68 (out of 5.0) • American Customer Satisfaction Index (ACSI) • ACSI Supermarket Industry Average: 75 • DeCA’s ACSI: 80 Customer Service at All Time High! 11 11

  12. Comparison with Commercial Supermarkets * DeCA sales data based on CY 2010 data for U.S. stores (including Puerto Rico) over $2 million in CY 2010 (176 Commissaries) to compare with industry ** Savings % used was the 2010 DeCA U.S. (50 State) savings of 29.9% after tax and surcharge. This % is applicable to U.S. data as used in these computations. Overall 2010 DeCA Worldwide savings after tax and surcharge was 31.5% ***Supermarket data from Food Marketing Institute (FMI) Web site www.fmi.org (Supermarket Facts - Figures - Industry Overview) DeCA Compares Well with Leading Supermarket Chains! 12 12

  13. Total 62.5% Military Related Employment • Military Spouses – 4,254 or 27.3% • Dependents – 1,970 or 12.6% • Sponsors: • Retirees – 1,648 or 10.6% • Guard and Reserve – 268 or 1.7% • Other Veterans – 1,602 or 10.3% • *Population – DeCA U.S. Civilian Employees – 15,579 13

  14. Fiscal Accountability & Internal Controls • “Unqualified” opinion of financial statements for 9th straight year! • Tied for first place along with DLA and SOCOM for FY 2010 Statement of Assurance • Designated as DoD “Gold Standard” for Managers’ Internal Control Program Great Stewards of Taxpayer Dollars!

  15. Turn key gift card program Rolled out program June 29, 2011 Fort Bliss Commissary Grand Opening Available in two denominations $25.00 and $50.00 Purchase at store or via Internet Replaced paper voucher program No longer available for sale Redeemable through August 2016 Commissary Gift Card Program 15 15 15

  16. Commissary Rewards Card • Background: • DeCA selected Inmar, Inc. as the provider of the rewards card • Negotiations are ongoing • Benefits: • Program will allow savings via digital coupons as a new medium • Reduces fraudulent coupons • Reduces redemption errors • Reduces packing and shipping of coupons • Moving forward: • To participate, Industry must partner directly with Inmar, Inc. • Estimated program deployment: 1st Quarter FY 2012 • Program name – “Commissary Rewards Card”

  17. Communication • Commissary Connection • More than 33,500 subscribers • Facebook • Interactive medium with over 10,060 fans • Averaging 500,000 views per month • Guard & Reserve Sales Schedule Newsletter • More than 2,100 subscribers • YouTube • Flickr • Radio Social Media Presence Supplements Print, Broadcast, and Internet Media for Greater Audience Reach Increasing DeCA’s Reach in a Short Time!

  18. Future campaigns tied to promotion calendar “Your Family is Our Family” customer appreciation campaign “Shop After Work” campaign “Great Inside the Gate” campaign Commissary Commando competition Media Campaigns 18

  19. Moody AFB, GA Fort Riley, KS Fort Campbell, KY New/Renovated Stores Opening in 2011/2012 NAS-JRB, New Orleans, LA Eglin AFB, FL Surcharge funded Surcharge funded Re-Opened February 9, 2011 Opened February 8, 2011 Fort Bliss, TX BRAC funded Surcharge funded November 2011 Opened June 29, 2011 Surcharge funded MILCON funded January 2012 Spring 2012 19

  20. Going Green • Energy • 0.4% annual reduction FY 2010 (4.2% cost increase) • Expect 0.5% in FY 2011 • Implementing additional projects to meet FY 2015 goal • Water • 17.6% reduction from FY 2007 baseline (FY 2011 Goal 8%) • Waste Management • Cardboard recycling (FY 2010: 53,004 tons/FY 2011 goal 56,613) • FY 2010 Surcharge revenue $5 million/DWCF cost avoidance $62,876 • High Performance Sustainable Buildings • Designing to LEED standards • Environmental Management System certified as conformant with ISO 14001 • DeCA initiatives resulted in two awards presented in October, 2010 • Federal Electronics Challenge Bronze level • Federal Energy and Water Management Award 20

  21. Why restructure now? Secretary Gates’ memorandums directing reduction of overhead costs Directed budget reductions Known duplication of work activities above store level Impact of Global Transformation to serviced population Continued impact of automation and growing complexity on mission Above-Store Restructuring

  22. *DIRECTOR DeCA EUROPE (KAPAUN AS, GE) *DIRECTOR DeCA EAST (FORT LEE, VA) *DIRECTOR DeCA WEST (MCCLELLAN, CA) ZONES (4) ZONES (11) ZONES (12) STORES STORES STORES CONTRACTING DIRECTORATE EEO DIRECTORATE WORKFORCE DEVELOPMENT DIRECTORATE Defense Commissary Agency Current Organizational Chart *DIRECTOR/ CHIEF EXECUTIVE OFFICER OFFICE OF INTERNAL AUDIT CSM/SEA OFFICE OF THE GENERAL COUNSEL *CHIEF OPERATING OFFICER/ DEPUTY DIRECTOR OFFICE OF THE INSPECTOR GENERAL DeCA WASHINGTON OFFICE *CHIEF OF STAFF HEADQUARTERS SUPPORT OFFICE SALES DIRECTORATE PERFORMANCE & POLICY DIRECTORATE RESOURCE MANAGEMENT DIRECTORATE HUMAN RESOURCES DIRECTORATE CORPORATE COMMUNICATIONS DIRECTORATE INFORMATION TECHNOLOGY DIRECTORATE CORPORATE PLANNING DIRECTORATE PUBLIC HEALTH & SAFETY DIRECTORATE As of FY 2010 Total 14,681 civilian auth FTEs (includes US Direct Hires and Foreign National Direct and Indirect Hires) Total 5 military authorized billets * Denotes SES position (6)

  23. Defense Commissary Agency Director / Chief Executive Officer Senior Enlisted Advisor General Counsel Inspector General/Security Deputy / Chief Operating Officer Internal Audit Washington Office EEO Executive Services Division Executive Director Store Operations Executive Director Sales, Marketing & Policy Executive Director Logistics and Engineering Executive Director Business Enterprise Operations & Policy Engineering Requirements and Strategic Integration CONUS and OCONUS Stores Sales Acquisition Management Corporate Communications Store Support Health & Safety Corporate Planning Logistics Resale Contracting Resource Management CDC and CMPP Human Resources Blue blocks - ALL assets at Fort Lee Yellow blocks - ALL assets geographically dispersed Information Technology Green blocks - assets located at Ft Lee & geographically dispersed

  24. Defense Commissary Agency Your Commissary - It's Worth the Trip!

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