2015 Whole Foods Market Midwest. Broker and Supplier Summit. Welcome. Thanks for Coming! We sincerely appreciate you committing the time to be together. Midwest Grocery. Support Team. Mark Baron Coordinator. Mark Tilton Promotions Buyer. Gabe Weldin Category Buyer. Heather Prach
Broker and Supplier Summit
MN, MO, IA, NE
Grocery Merchandiser/Bakery Analyst
**From a recent study by Dr. Jessica Shade. Dr. Shade is the Director of Science Programs for The Organic Center, a non-profit research and education organization focused on evidence-based science about the environmental and health benefits of organic food and farming.
Local Producer Loan Program (or “LPLP”)
WFM MW is seeking to express our Core Values by investing in our communities and creating win-win partnerships through both “What Makes Our State Great” marketing and LPLP investments.
The Scrumptious Pantry is a good example of many programs, key attributes, and product missions that WFM embraces.
We Support Team Member Excellence and Happiness + We Satisfy, Delight, and Nourish our Customers
Video Farm June Top 5
We sell the Highest Quality Natural and Organic Product available…Because of You.
Drive incremental traffic:
Reinforce the WFM brand:
Drive awareness, trial and repeat visits through an “always on” front-loaded integrated media mix of:
new and existing customers about WFM differentiators
the perception of price relative to value
In our always-on integrated mix each vehicle plays an important role using the strengths of each medium, working in concert to create a robust annual campaign.
Print lays the foundation for citywide coverage. By providing a longer time-spent-viewing, readers are more engaged on a higher personal level.
Digital efficiently and effectively provides additional citywide coverage with the opportunity for immediate user interaction with a brand message. It’s highly measureable and timely.
Broadcast is an efficient reach builder that provides market-wide coverage. It’s ability to be close to the point-of-purchase is ideal for retail, especially in the suburban trade-areas.
Advanced targeting lets us go after the customers that are most likely to be WFM customers, target our competitors shoppers and re-engage lapsed customers.
Outdoor presents big impact/visibility opportunities and reaches customers in the specific trade-areas where we have stores.
Events reinforce our ability to do the unexpected in memorable and personal ways.
PublicRelationsgives us the ability to tell a deeper story with editorial credibility.
In-store lets us focus customer attention to drive the perception of value that will build basket.
Chicago Tribune bi-weekly inserts
Minneapolis Star Tribune holiday inserts
Chicago Tribune ROS Display
Chicago Tribune Interstitials
Xasis Network Display (HGTV, CNN, etc)
Pandora Digital Radio
WFM Affinity Card
Total Traffic Network :15 sec
Clear Channel Radio
Local affiliate morning show
Bus shelters & CIPs
NSO direct Mail
OOS Differentiator events
Holiday Ordering Table Pop-Up
Twitter Vending Machine
Our vs. Theirs
Made Right Here
Store Opening Support
Set Order Breakdown
Requirements of Gold TM
Purpose of the Merchandiser Role
Expectations for Resets and Store Openings
“Welcome to the IL” Market Approach
Reduce cannibalization of sales in other IL stores
Raise IL market above competition for 2015
This will work in conjunction with regional IL price investments
Large portion of overall IL Market growth strategy.
Illinois grand opening promotions + Market Special Program
The National and Regional Market Special Program will maintain placement in IL market stores
IL grand opening promotions can enhance existing National/Regional Program
Grand Opening promotions can be run in conjunction of Market Special program
Good opportunity to display IL Grand Opening promotions with regular MS Program items
What you’ll be getting from Illinois Grand Opening promotions
Local Tribune Flyer Opportunities
“Best in Market” Promotions across the whole IL Market
Expanded off-shelf placement possible
Reduced cannibalization in other IL Market stores
Opportunity to grow in IL market beyond normal market special program
Illinois Market Grand Opening Promotion Strategy
Grand Opening deals will be run in all Illinois Market Stores
Scan discounts will be billed back for IL only stores via National Scanback tool
A Chicago Tribune Flyer will feature the best discounts available to our customersGRAND OPENING PROMOTIONS 2015
Promo Submission Form:
All categories to be reviewed on a yearly basis
MW Calendar follows Global Calendar, included in Summit materials and available upon request.
Higher volume categories to be reviewed multiple times (Primary, Secondary)
Please ask questions about when specific items should be reviewed if necessary
Meetings to review categories, lines, and new items should be requested within review schedule
Meetings are generally held in a Wednesday/Thursday/Friday block at the end of a calendar month.
Exact dates of the meeting block are fluid due to internal WFM scheduling conflicts, but are nailed down one month out.
MW Buyers cannot meet with every Broker and Supplier that requests a meeting – will prioritize as necessary based on agenda topics.
Supplier meetings as part of Broker Meetings must be approved in writing by MW Grocery.
MW Buyers cannot meet with every Supplier that requests a meeting – will prioritize as necessary based on agenda topics.
Supplier meetings within Broker meetings will be limited to 15 minutes
Number of Supplier meetings per Broker meeting will be limited based on length of meeting, agenda topics, etc. Generally speaking, 0 to 2 Suppliers per 1 hour Broker meeting, or 0 to 4 Suppliers per 2 hour Broker Meeting.
Off-schedule meetings with Suppliers will be accepted on a case-by-case basis and must be approved ahead of time. Try to get Suppliers into meetings on schedule
Category Reviews are the appropriate time to meet with Suppliers with interests in reviewed categoriesCategory Review Schedule
5 months out – Broker Meetings are scheduled for following month. (End of July for Round 1)
4 months out – Broker Meetings are held. (End of August for Round 1)
3.5 months out – Submission deadline. (9/19 for Round 1)
10 to 12 weeks out - New items are submitted to UNFI, KEHE, and other distributors. (10/13 for Round 1)
Buyer will send new item confirmations to Brokers/Suppliers at this time.
Product denials will not necessarily receive confirmation but are available upon request.
A-B set matrix will also be available at this time
8 weeks out - Discos communicated to Distributors. (11/1 for Round 1)
6 weeks out - Category reset schedule, including reset and auto ship dates, will be provided to broker support team (11/24 for Round 1)
4 weeks out – Discos communicated to stores and Brokers. (12/1 for Round 1)
3 to 4 weeks out - Planograms & previous reset voids will be provided to support team
Planograms are large files and will be distributed via Hightail.com
All materials will be consolidated and resent at this point.
In-store date (auto ships) vary by store based on schedule. This is a rotating schedule where new items and opportunity gaps will be auto shipped on Fridays and Mondays for resets taking place that upcoming week.
New items are expected to be presented for the category review meetings, and ready to launch by the launch date
Approved items will be auto-shipped according to that schedule
High-volume SKU voids will also be auto-shipped; called ‘opportunity gaps’
Only select, urgent item launches will be shipped outside of the schedule
Off-schedule items should be shown in accordance with launch dates on Review calendar – pick the Round appropriate to item availability date
Voids for a reset will be sent to stores in advance of reset two months after launch date – ex. January new item voids to be sent with March resets – the goal is 100% of new items on all intended shelves
Questions about terminology or schedule please askCategory Review Schedule
New item presentation with live samples, if possible
New item form updated for 2015 (see attached)
New Item Submission Power Point slides on presented items (see example)
Promotions plan with minimum 15% TPR quarterly, more encouraged
Broker Principal list using WFM MW Excel template
Notice of product launch issues and delays
What’s expected upon product approval?
Dimensions and/or final packaging sent to Global Spaceplanning team
1 free case of goods per store unless otherwise negotiated
First minimum 15% TPR scheduled for month after launch
Reset support for product launch resets if not already covered by Broker’s regular presence
New Item Product Knowledge Power Point slides on accepted items (see example)
DSTM Training Info Submission on accepted items (see example)
What’s expected of the reviewer?
Timely information to distributors
Communication on changes and adjustments
Advance notice for scheduling
Reviewing all lines in order to make informed decisions2015 Category Review Expectations
Death is a natural part of Life, Discos are a natural part of New Items.
DSTM stands for “Development Supervisor Team Member.” Essentially “Team Trainer.”
Note the focus on financials, programs, and industry shorthand.
Insert Picture(s)/Charts here
Scannable Bar Code
Vendor Contact Information (Manufacturer Company, Name, Email, Phone)
Example only ! Do not use this slide !
Method : John Doe : email@example.com : 555.555.555
The next two slides are examples of Product Knowledge Slides aimed at WFM MW Store-Level Team Members once an item has been accepted Regionally.
Note that there is less of a focus on financials and industry shorthand, and more of a focus on product training and attributes. Please submit these slides upon acceptance to the MW Region.
Insert Picture(s)/Charts here
Vendor Contact Information (Manufacturer Company, Name, Email, Phone)
Example only ! Do not use this slide !
Acme: Joe Joseph, firstname.lastname@example.org, 888-555-1212
WFM MW Marketing is now highlighting “Our Favorite New Items” from Grocery and Whole Body in a monthly E-Blast via e-mail and website. (http://www.wholefoodsmarket.com/service/new-products-midwest)
E-mails come from WholeFoodsMarket@communications.wholefoodsmarket.com and subscriptions can be managed through standard marketing subscription list preferences on our website.
Program is currently free to Suppliers, with products chosen by MW Grocery Support.
Emphasis is on innovation, Exclusives, Control Labels, differentiators, Mission/Attribute-driven launches, etc.
MW Grocery Support will reach out for high-resolution images as needed for featured products.
Schedule for support labor – broker team will be in stores to execute decisions made during category review
All Midwest stores receive one reset date per category review
New item and SKU void auto ships occur based on reset schedule – product hits the stores when the help will be there
Disco decisions hit stores in weeks prior to resets (4 weeks)
Reset teams led by MW Associate Coordinators, Merchandisers & GTLs
Planograms and updated core lists to be provided to broker teams in the week prior to resets.
Planograms will be executed to detail and core list distribution will be filled out
Not every category will be reset each month – situational resets will occur based on category needs
Reset categories to be noted as focus categories on the scheduleCategory Reset Schedule
We would like all fair share resets to include all supplier and broker partners involved.
Labor supporting products is a vital part of product success, from meeting to discuss opportunities to physically launching product on the shelf.
Products that have been reviewed for each category should benefit from accompanying labor at resets to ensure this important aspect of the product’s success.
WFM has invested labor to help see this aspect through at our stores, as we recognize how important this is for all stakeholders, and we expect all stakeholders to join us and each other in this shared fate.
Some vendors that have broker support employ additional merchandisers to connect at store level – these people should also attend resets based on interest in categories being worked on
One associate coordinator, Merchandiser, or Grocery TL will also be present at every reset. Store teams are not expected to provide help without advance notice
Support labor is expected to show up on time and stay for the duration of the reset
Reset schedule will be available at least a month ahead of time. It will avoid holidays and inventories, as well.
Travel needs to be scheduled outside of the full reset time committed
Other work (ieConf Calls, training, audits) needs to be scheduled outside of the full reset time committed
Some metro markets will overlap to avoid significant dates and events
Action items will be provided each month for reset and will include:
Planograms for categories and list of resets to be performed
New Item Update which lists auto shipped new items and SKU voids to hit stores with disco lists
Core lists that need to be checked for distribution and placement
Resets are completed when store conditions are up to MW standards: all items are tagged, all back stock/discos are cleared, floor is clean, product is faced, and Associate Coordinator/Merchandiser/TL overseeing the reset provides the ok for completion
Professional behavior is expected from the broker community
We should not receive pushback from brokers/vendors about using planograms. Alterations to planograms will be made only with the consent of AC/Merchandiser/TL
Items not currently carried by the store should only be slotted in with the express verbal consent of AC/Merchandiser/TL.
Expectations for store openings are the same as Category Resets.Category Reset Performance Expectations
Ensured representation in WFM sets
General uniformity to top line Midwest product mix
Ability to present new lines and have them executed in all MW stores
Fulfillment of top SKU voids in stores
Greater effectiveness of brand growth and promotion
Ability to tailor product launches to footage differences
All vendors with investment in a category will provide labor for category maintenance
Execution will be up to Midwest Regional standards
Labor provided in all stores, all markets
Issues with management will be taken up with MW Regional support team
Brands without broker affiliation will provide some level of support
Support for stores means support for brandsWhat it means
provided at resets and store openings for all grocery, dairy and frozen categories
dictate product placement and flow within a category
Midwest Grocery Supplier Facing Website