Collaborative Partnerships – Business Solutions Leadership - Breakthrough Results

RDD ASSOCIATES Perishables Expertly Merchandised

RDD Associate Learning AcademyEnterprise-wide Training, Education & Associate-development

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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 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!

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

[II]

Key

Elements &

Topics

[III]

Applications

&

Utilization

[IV]

Reference,

Recap &

Next Steps

Refresher: What is a query?

Why Are We Revisiting?

Storeflix: part of our MKTG Toolbox

Recent Survey Examples

Success Story/Case Study: Ahold

Recap

Handouts/Current Storeflix Schedule

Next Steps

UPDATE: Wakefern (Bob W)

[I]

Course

Overview

STOREFLIX REVISITED

Course Overview: Definition / Purpose / Rationale

Refresher: What is StoreFlix?

Key Discussion Topics

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

STOREFLIX REFRESHER:

WHAT IS STOREFLIX?

*Eye-Opener for Retailers

*See the Landscape

*Opportunity Finder

TOTAL TEAM EFFORT

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

WHY ARE REVISITING?

Give a better understanding of the applications

Get BM’s/AM’s i ol ed a d a are of hat “torefli a 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!

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

WHAT DO WE WANT TO USE

STOREFLIX FOR?

Exploring business opportunities

Real Look ie of er ha disi g i 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 urre t… e stores

Retail contests- utilizing pictures (coming soon)

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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

Lo al….Regio al….

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

WHAT DO WE WANT TO USE

STOREFLIX FOR?

E plore the opportu ities…

BM’“: 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

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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 a Ahold Total Ba er solutio-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

WHAT DO WE WANT TO USE

STOREFLIX FOR?

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

CHALLENGE: Hood Simply Smart Brand distribution levels need improvement

at ShopRite

STOREFLIX: A PART OF OUR

MARKETING SOLUTION TOOLBOX

PROCESS: (1) Run IRI by week to track weekly distribution and sales since launch for total ShopRite

Ru “R PPI stores selli g report to see hi h stores are arr i g the produ t(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

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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

STOREFLIX: A PART OF OUR

MARKETING SOLUTION TOOLBOX

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

CHALLENGE: Frie dl ’s I e Crea has lau hed a e 4 oz ite ith de o’s in 150 ShopRite stores: WERE THEY EXECUTED?

PROCESS: (1) Collect IRI data to obtain chain-level distribution on the item for total

ShopRite

Use PPI to ru a stores selli g report to see if all o tra ted 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

STOREFLIX: A PART OF OUR

MARKETING SOLUTION TOOLBOX

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

RECENT EXAMPLE: STORE CALL

TIME

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

RECENT EXAMPLE: HUMMUS

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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 “&“, Carlisle, La do er . Joi t effort a ross R“M - 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).

AHOLD – Delallo/StoreFlix Research SolutionSummer 2015

GC Martin’s # 28 : Waynesboro, VASS #570: New Hyde Park, NY GL #387: Rehoboth Beach, DE

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

STOREFLIX RESULTS

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Let’s re ap: STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

CURRENT SCHEDULE: HANDOUT

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Any Questions, Comments or Ideas?

Thank you for your

participation!!!

Mo i g ahead…STOREFLIX REVISITED

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

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 re ’s Wholesale Division supplying independent grocery chains Gristede’s, Morto Willia s, Ki gs, e port

▪ ShopRite stores are among highest grossing supermarkets in the USA

27

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

“hopRite’s lo gsta di g usto er propositio re ai s, Lo Pri e 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 – Opti ize ri k & ortar assets…a elerate digital o er e…e ha e usto er e perie e… uild uli ar reputatio

Growth strategy fueled by PricePlus Insights (PPI) CRM platform

Target marketing initiatives fueled by shopper segmentation shopper-marketing programs

“hopRite Part ers-in-Cari g Fou datio is harit of hoi e – $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- o er e platfor s; “hopRite fro Ho e sour ed fro o er stores o eri g store trading areas; expanding ShopRiteDelivers.com offering home-delivered case quantities of non-perishables

Expanded corporate focus on foodser i e/ Grocerant offeri gs u der “hopRite Kit he ra d New food safety partner, icix produ t spe ’s solutio , for pri ate la el suppl hai o plia e Ne i itiati e to e ha e pri ate ra d propositio a d produ t offeri gs; Wholeso e Pa tr ra d i tro late

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

Wakefern Food Corporation

Private Brand Revitalization Initiative 2016/17▪ Wakefern is revitalizing and simplifying Private Brand shopper proposition

a d produ t offeri gs ith e ergi g strategi re ie …▪ 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

▪ Produ t de elop e t a d ra di g to alig ith defi ed “hopper Need “tates

▪ 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 & Orga i orie tatio , ith lea la els

▪ Healthy Living

▪ Premium consumables convenient and easy to prepare

▪ Artisanal foods and International cuisines

▪ Beauty-inspired HBC

28

Expanding Skills – Leveraging Thought Leadership – Sharing Best Practices – Building Performance

RDD Associate Learning Academy

29

▪ Wakefer ’s e ergi g Pri ate Bra ds▪ 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 – Wholeso e Pa tr ra d – intro late 2016; Dairy & Frozen conversions first in line; clean i gredie t la el; orga i tag he appropriate; a ti ite s

▪ 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

(continued)