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DeCA Sales Update

This update provides insights into DeCA's FY 2007 sales, including a 2.2% increase, top club pack stores, reductions in SKUs, and future plans for sustainable initiatives.

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DeCA Sales Update

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  1. Mr. Randy Chandler Director of Sales DeCA Sales Update

  2. Where We Have Been • FY 2007 WW sales $5.538B • +2.2% • Case lot sale results • May 1.8% increase PY • September $13.8M, 10% increase PY • Europe - 9.6% • East - 2.7% • West - 6.8%

  3. Where We Have Been • Perishables accounted for 87 of DeCA’s 124 million dollar gain in FY 2007 • 70% of the Agency’s gain with 42% of the Agency’s sales

  4. Where We Have Been • Summer Club Pack Sales +$29 million • 22% increase • Quarterly program to include seasonal club pack opportunities • Promotes dialogue • Maintain the “Treasure Hunt”

  5. 1. Fort Bragg (09)* 3. Anderson (90) 5. Travis (16) 7. Miramar (11) 9. Orote (89) 2. Nellis AFB (17) 4. Fort Lewis (07) 6. Anchorage (24) 8. Jacksonville (13) 10. McChord (06) Where We Have Been Top 10 Club Pack Stores *Number in Parentheses Represents Store Sales Rank in DeCA

  6. Where We Have Been • 40 non-edible category reviews accomplished since January • 13.7% reduction in total SKUs • 10.6% reduction in K-1 SKUs • 14 edible category reviews accomplished since January • 12.7% reduction in total SKUs • 12.5% reduction in K-1 SKUs

  7. Environmental Focus Areas • Million CFL bulb goal in FY 2008 • Reusable green bags • Organics = healthy growth! • Green clean products • Recycled products

  8. Where We Are Going • Continue to share all review results with all participants • Significant reduction in number of reviews • Allow time for implementation and evaluation of prior reviews • Standardized format • Specific actions and goals

  9. Where We Are Going • Expansion of “Store of the Future” concepts into future resets • Costs for each concept estimated • Greatest payback potential – Power Aisle • Premium in-line candy rack • Implement in 11 stores • Measure impact on total category

  10. Where We Are Going • Review allocation of space within the box • Analysis by category and segment • Missing opportunities • Recurring out of stocks • New categories • New consumer directions • Maintain days of supply

  11. Where We Are Going • One size does not fit all • Future assortments to be strategically aligned • Demographic influence on assortment • Regional influences • Installation mission = specific demographic • Cognizant of distributor partner

  12. Where We Are Going • Promotional Planning • Look long term • Sales & savings targets • What is the expectation • Impact on the benefit • Display ready • Pallets • Cases

  13. Where We Are Going • Elevate perishable promotions, to include more Manager’s Specials and Power Buys • Cross merchandising opportunities with road shows and farmers markets • More focus on frozen food promotions

  14. Where We Are Going • Expanding seafood road shows to all locations • Expanding fresh sushi • Potential use of end caps to feature frozen and chilled foods in stores with no display areas • New $60 million bagged salad program • Meat and produce ads in base papers

  15. Where We Are Going • Front end racks • Preliminary meeting underway • Increase in beverage coolers • Design selection November • Roll out January 2008

  16. Questions?

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