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RDD Associate Learning Academy

Enterprise-wide Training, Education & Associate-development
RDD ASSOCIATES
Perishables Expertly Merchandised
Collaborative Partnerships – Business Solutions Leadership - Breakthrough Results

RDD Associates Core Leadership Strategy

Enterprise Sustainability - Laser focus on GROWING OUR BUSINESSES…
train, develop & reward VALUED ASSOCIATE RESOURCES… build momentum to ensure

FUTURE ENTERPRISE SUCCESS!

What is RDD’s

ASSOCIATE LEARNING ACADEMY?

An enterprise-wide training, education & associate -development process, that:

 For every RDD position, identifies core skills, business processes /
protocols, technology enablers and best business practices / solutions
critical to delivering sales agency SERVICE EXCELLENCE

 Provides a comprehensive portfolio of fundamental and advanced
training/education modules facilitating associate development and building
organizational capacity and performance

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX REVISITED
[I]
Course
Overview

Key Discussion Topics

 Course Overview: Definition / Purpose / Rationale
 Refresher: What is StoreFlix?

[II]
Key
Elements &
Topics

 Refresher: What is a query?
 Why Are We Revisiting?
 Storeflix: part of our MKTG Toolbox

[III]
Applications
&
Utilization

 Recent Survey Examples
 Success Story/Case Study: Ahold
 Recap

[IV]
Reference,
Recap &
Next Steps

 Handouts/Current Storeflix Schedule
 Next Steps
 UPDATE: Wakefern (Bob W)

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX REFRESHER:
WHAT IS STOREFLIX?
*Eye-Opener for Retailers
*See the Landscape
*Opportunity Finder

TOTAL TEAM EFFORT
RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX REFRESHER
QUERY BY DEFINITION:
- (Noun): A question; an inquiry
- (Verb): To ask or inquire about

SO IN PRACTICE:
The StoreFlix query allows for questions AND OPPORUNTITIES
you have at retail to be answered:



In real-time
Geo-tagged
Analyzed quickly, at any time
Take action & improve as needed

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

WHY ARE REVISITING?
Give a better understanding of the applications
Get BM’s/AM’s involved and aware of what Storeflix can do
-Works best when EVERYONE is involved
Not just an audit form!
-Can get distribution, pricing from other tools

TIME TO TAKE IT
TO THE NEXT LEVEL!

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

WHAT DO WE WANT TO USE
STOREFLIX FOR?
Exploring business opportunities
“Real Look” view of merchandising in the store
-Knowing your obstacles (what IRI will not show you)
Fact finding
-Average sales call time
Verifying distribution- beyond in/out stock (specifics, where, etc.)
Keeps us current…new stores
Retail contests- utilizing pictures (coming soon)
RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

WHAT DO WE WANT TO USE
STOREFLIX FOR?
Helps pave for the way for the Future and Change:
Expanded usage to Pro-Star and Matrix
Local….Regional….

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

WHAT DO WE WANT TO USE
STOREFLIX FOR?
Explore the opportunities…
BM’S: Think of your clients:
Are they expanding into new categories, retailers or markets?
Do they own any brands that we currently do not represent?

AM’s: Think of your accounts:
Are they opening up new stores, expanding into new markets?
Expanding any of their perishable departments?
Knowing your landscape when speaking to accounts
Corporate compliance and verification

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

WHAT DO WE WANT TO USE
STOREFLIX FOR?
A “REVENUE GENERATOR”
-Sell this powerful tool as a method of gathering information for retailers or
-Sell StoreFlix as a tool that can confirm store conditions to a potential client
-Contract work
RETAIL BECOMES AN ASSET GENERATOR

NEXT STEPS: Utilize as an Ahold “Total Banner” solution
-Merge of RDD, Pro Star and Matrix store conditions

CLOCK: Used as an internal time-management tool at Retail
-Clarify how time is spent in stores
RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX: A PART OF OUR
MARKETING SOLUTION TOOLBOX
CHALLENGE:
Hood Simply Smart Brand distribution levels need improvement
at ShopRite

PROCESS:
(1) Run IRI by week to track weekly distribution and sales since launch for total ShopRite
(2) Run SR PPI “stores selling” report to see which stores are carrying the product
(3) Create a StoreFlix survey to gauge where the items are shelved

SOLUTION:
Gain FULL insight to what is happening at the total chain and individual
stores, as well as gaining visual insight to shelf conditions
RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX: A PART OF OUR
MARKETING SOLUTION TOOLBOX
CHALLENGE:
Friendship Sour Cream sales are not getting enough display for sale
events at Stop & Shop

PROCESS:
(1) Collect IRI data to analyze sales events on all Sour Cream at Stop & Shop,
including feature and display levels
(2) Conduct a Storeflix survey to capture pictures for each Stop & Shop store

SOLUTION:
In addition to syndicated display & sales data, one can pinpoint particular stores
NOT displaying product during sales events
RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX: A PART OF OUR
MARKETING SOLUTION TOOLBOX
CHALLENGE:
Friendly’s Ice Cream has launched a new 48 oz item with demo’s
in 150 ShopRite stores: WERE THEY EXECUTED?

PROCESS:
(1) Collect IRI data to obtain chain-level distribution on the item for total
ShopRite
(2) Use PPI to run a “stores selling” report to see if all contracted stores
participated
(3) Conduct a Storeflix survey to capture pictures of the demo events as proof
of compliance

SOLUTION:
Gain chain and store-level data and pictures of individual stores to
ENSURE stores followed through
RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RECENT EXAMPLE: STORE CALL
TIME

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RECENT EXAMPLE: HUMMUS

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

AHOLD – Delallo/StoreFlix Research Solution
Summer 2015
 Situation – Opportunity to gain the Delallo Business for Ahold. This would
entail 800 additional stores carrying Delallo Olives in their olive bars.

 Strategy – Eight-question StoreFlix survey set up in Spring of 2015 for all Ahold
stores (S&S, Carlisle, Landover). Joint effort across “RSM”- RDD, Pro-Star and Matrix
retail. Special login created.

 Results – RDD won the Delallo business at Ahold. The retailer was not aware of
how may olive bars their stores had. We submitted a 52 page deck of about 300
pictures. Identified types of trays, cups (again, retailer was unaware). Identified
potential store issues (example: some stores had no trays at all).

SS #570: New Hyde Park, NY

GC (Martin’s) #6285: Waynesboro, VA

GL #387: Rehoboth Beach, DE

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

STOREFLIX RESULTS

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Let’s recap:

STOREFLIX REVISITED

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

CURRENT SCHEDULE: HANDOUT

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Moving ahead…STOREFLIX

REVISITED

Any Questions, Comments or Ideas?

Thank you for your
participation!!!

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

Wakefern Food Corp:

#6 Grocery Retailer in USA , $15.7 B retail sales, 400+ Stores

▪ Largest retailer-owned co-op in USA – 50 member/owners; 3RD largest grocery wholesaler

Joe Colalillo Chairman, Chairman / CEO & member; Joe Sheridan, President & COO; Chris Lane, SVP - Merchandising

Fiscal year retail sales +6.8% vs 2014; $12.8 B wholesale revenues

Purchased 14 former A&P properties to reopen in 2016; will add $650 M retail sales

▪ Core business segments:



Wakefern planning/supply/merchandising & Member Services for 277 ShopRite Supermarkets
SRS Division operating 30 corporately owned ShopRite Supermarkets
Price Rite Division operating 63 extreme-value stores (~ $1.2B rev’s)
Wholesale Division supplying independent grocery chains (Gristede’s, Morton Williams, Kings, export)

▪ ShopRite stores are among highest grossing supermarkets in the USA





Dominant chain in NJ – market share over 50%!
Vertical supply model – over 4 Million sq ft warehouse space
Member/staff merchandising committees evaluate vendor offers & select programs
ShopRite’s longstanding customer proposition remains, “Low Price Leader” – aggressive, promotionally-driven
Over 9 million feature ad circulars distributed weekly; over 7.5 M PricePlus loyalty shopper card holders
Continue to offer largest branded, private label & SKU assortment in the marketplace

2016 Marketing Strategy – Optimize brick & mortar assets…accelerate digital commerce…enhance customer
experience…build culinary reputation







Growth strategy fueled by PricePlus Insights (PPI) CRM platform
Target marketing initiatives fueled by shopper segmentation shopper-marketing programs
ShopRite “Partners-in-Caring” Foundation is charity of choice – $40M in hunger-relief donations to date
Signature promotional events are critically important: Can-Can, Dollar Days, LPGA , NYC Wine & Food Festival
Best-in-Class digital & e-commerce platforms; “ShopRite from Home” sourced from over 110 stores covering 200 store
trading areas; expanding ShopRiteDelivers.com offering home-delivered case quantities of non-perishables
Expanded corporate focus on foodservice/”Grocerant” offerings under “ShopRite Kitchen” brand
New food safety partner, icix product spec’s solution, for private label supply chain compliance
New initiative to enhance private brand proposition and product offerings; “Wholesome Pantry” brand intro late 2016

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance
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Wakefern Food Corporation

Private Brand Revitalization Initiative 2016/17
▪ Wakefern is revitalizing and simplifying Private Brand shopper proposition
and product offerings with emerging strategic review…
▪ Reducing number of brands from 21 to 7
▪ Anticipate 1,200 current items to be converted to new brands
▪ Introducing 3 new brands in 2016/17
▪ Product development and branding to align with 6 defined “Shopper Need States”

▪ Wakefern Private Brand team headed up by Loren Weinstein, Director of
Marketing/Private Brands
▪ Two PLBL Cat Mgrs - Brian Steele and June Hill; they will collaborate with procurement managers on
portfolio decisions

▪ ShopRite shopper need states:
▪ Quality & Convenience at a Value
▪ Natural & Organic orientation, with “clean labels”
▪ Healthy Living
▪ Premium consumables convenient and easy to prepare
▪ Artisanal foods and International cuisines
▪ Beauty-inspired HBC

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance
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(continued)

▪ Wakefern’s 7 emerging Private Brands
▪ ShopRite brand – high-quality/high-value solution, only change add functional benefit logos
▪ PriceRite brand – no change, add functional benefit logos
▪ Black Bear brand – no change
▪ ShopRite Kitchen brand – foodservice to be extended across the store; easy to prepare premium meal
components
▪ NEW – “Wholesome Pantry” brand – intro late 2016; Dairy & Frozen conversions first in line; clean
ingredient label; “organic” tag when appropriate; antic 200 items
▪ NEW – World Cuisine (no name yet) – intro early 2017; ethnic, international and artisanal foods; antic 200
items

▪ NEW - Beauty-inspired HBC brand (yet to be named)

▪ Go-Forward Strategy & Process
▪ Discuss with Procurement plans to convert existing product to new brands
▪ Monitor packaging inventories

▪ Bring new product ideas and branding suggestions to both Procurement & Priv Brand Cat Mgrs
▪ New automated work-flow system being integrated
▪ OEC Graphics – new 3rd authorized 3rd party production design partner

RDD Associate Learning Academy
Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance
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