18 may 071deca/eu-cc "gentlemen, we are going to relentlessly chase perfection, knowing full...

18 May 07 DeCA/EU-CC 1

"Gentlemen, we are going to "Gentlemen, we are going to relentlessly chase perfection, relentlessly chase perfection, knowing full well we will not catch knowing full well we will not catch it, because nothing is perfect. it, because nothing is perfect. But we are going to relentlessly But we are going to relentlessly chase it, because in the process chase it, because in the process we will catch excellence. I am not we will catch excellence. I am not remotely interested in just being remotely interested in just being good."good."

- Vince - Vince LombardiLombardi

"Gentlemen, we are going to "Gentlemen, we are going to relentlessly chase perfection, relentlessly chase perfection, knowing full well we will not catch knowing full well we will not catch it, because nothing is perfect. it, because nothing is perfect. But we are going to relentlessly But we are going to relentlessly chase it, because in the process chase it, because in the process we will catch excellence. I am not we will catch excellence. I am not remotely interested in just being remotely interested in just being good."good."

- Vince - Vince LombardiLombardi

DeCA/EU-CCDeCA/EU-CC


Defense Commissary Agency, EuropeDefense Commissary Agency, EuropeDefense Commissary Agency, EuropeDefense Commissary Agency, Europe

Performance Performance with Purpose with Purpose

Thomas E. Milks

Region Director

THETHE

COMMISSARYCOMMISSARY… … It's Worth The Trip!It's Worth The Trip!… … It's Worth The Trip!It's Worth The Trip!


Current Major ProjectsCurrent Major ProjectsCurrent Major ProjectsCurrent Major Projects

Note: There will be enlarged departments throughout

FY PROGRAM COMMISSARY DESCRIPTION

COST $(M) STATUS

07 Chiévres AB,

BE Replace 17.9

Under Const 22.8K SF

Sales Floor Est Complete

20 Jun 09

07 Livorno, IT

(Camp Darby) Replace 8.8

Under Const 10.9K SF

Sales Floor Est Complete

21 Feb 09


Sustainment ProjectsSustainment ProjectsSustainment ProjectsSustainment Projects

LOCATION DESCRIPTION COST $(K)

FY PROGRAM PHASE

Sembach Replace

Produce/Chill Display Cases

246 09 Awaiting Funding

Kelley Barracks

Install Freeze Cases & Walk-In

426 09 Awaiting Funding

Vilseck Upgrade

Refrigeration 2,311 09

Awaiting Funding


LOCATION LAST DAY

Würzburg 8 August 2008

Darmstadt 8 August 2008

Hanau 15 August 2008

Idar-Oberstein 23 August 2008

Dexheim 23 August 2008

Projected Store ClosuresProjected Store ClosuresProjected Store ClosuresProjected Store Closures


Customer Breakout*Customer Breakout*Customer Breakout*Customer Breakout*

Sponsor Status Active Duty Retired Other

DeCA Europe 65% 15.3% 19.2%

DeCA East/West**** 36.7% 56.7% 2.9%

Family Size One Two Three

DeCA Europe 12.5% 25.2% 25.8%

DeCA East/West 9.1% 34.5% 22.4%

Sponsor Age 18-24 25-34 35-44

DeCA Europe 13.9% 27.8% 29.4%

DeCA East/West 6.9% 14% 19.3%

**Source: Commissary Customer Service Survey (CCSS)****CONUS regions combined


Virtual Commissary Process

Customer

WEB

Virtual StoreDeCA Europe

Distribution Center

Customer Service

Cell

MPS

Satisfied Customer

OrderReceiptPicking

PackingShipping

Billing

Replenishment/Case orders

Bench Stock Fill

Customer Case Orders

DeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range ConceptDeCA Europe Down Range Concept



• Reach those customers w/o convenient access to existing commissary facilities

• Distribution center operated by DeCA Europe

• IAW postal regulations

• Nonperishable commissary items– Rollout in increments

– Start with 500 items



• Available to specified authorized locations– APO ship-to-addresses

• Customer authorization verified through DEERS

• Secure payment authorization & payment process– Credit card, debit card, Pay Pal

• DeCA accounting rules applied

• Confirmation of order completion from DeCA Europe

• Means for customer feedback


8 Commissaries

RAF Menwith HillRAF Menwith Hill

RAF CroughtonRAF Croughton

RAF FairfordRAF Fairford

RAF LakenheathRAF Lakenheath

RAF MildenhallRAF Mildenhall

RAF AlconburyRAF Alconbury

EnglandEngland

the Netherlandsthe Netherlands

BelgiumBelgium

SchinnenSchinnen

ChiévresChiévres

UK Zone Beginning FY09UK Zone Beginning FY09UK Zone Beginning FY09UK Zone Beginning FY09

ZM OfficeZM Office


Ramstein Zone Beginning FY09Ramstein Zone Beginning FY09Ramstein Zone Beginning FY09Ramstein Zone Beginning FY09

GermanyGermany10 Commissaries

NeubrückeNeubrücke

BaumholderBaumholder

RamsteinRamsteinSembachSembach

VogelwehVogelweh

MannheimMannheim

HeidelbergHeidelberg

SpangdahlemSpangdahlem

BitburgBitburg

WiesbadenWiesbaden

ZM OfficeZM Office


Bavaria Zone Beginning FY09Bavaria Zone Beginning FY09Bavaria Zone Beginning FY09Bavaria Zone Beginning FY09

GermanyGermany11 Commissaries

SchweinfurtSchweinfurt

BambergBamberg

GrafenwöhrGrafenwöhr

VilseckVilseck

AnsbachAnsbach

HohenfelsHohenfelsIllesheimIllesheim

Kelley BarracksKelley Barracks

Patch BarracksPatch Barracks

Panzer KasernePanzer Kaserne

GarmischGarmisch

ZM OfficeZM Office

New NameNew NameNew NameNew Name


Med Zone Beginning FY09Med Zone Beginning FY09Med Zone Beginning FY09Med Zone Beginning FY09

ItalyItaly TurkeyTurkey

EgyptEgypt

Saudi ArabiaSaudi Arabia

SpainSpain

13 Commissaries AvianoAvianoVicenzaVicenza

LivornoLivorno

NaplesNaples

RotaRota

AnkaraAnkara

IncirlikIncirlik

IzmirIzmir

CairoCairo

RiyadhRiyadh

ZM OfficeZM OfficePortugalPortugalthe Azoresthe Azores

(Terceira Island)(Terceira Island)

Lajes FieldLajes Field

SigonellaSigonellaMineoMineo


DeCA Europe AccountabilityDeCA Europe AccountabilityDeCA Europe AccountabilityDeCA Europe Accountability

• 2-week course held at Region

• Raise professional level of store directors & administrators

• Coursework major topics– Manpower, T&A, payroll, funding, contracting

– Brand name resale, IT systems

– Accountability control processes

– Financial transactions & inventories

– AIMS, SAVES, VRGC, STANFINS

• Feedback overwhelmingly positive

Certification ProgramCertification Program


New Item MarketingNew Item MarketingNew Item MarketingNew Item Marketing•Flyer sent to stores along with monthly Through the Aisles

•Placed in AAFES buddy list publications

•Sent to PA offices

•Placed on every DeCA/EU store web page

•Sent to AFN radio, Base PAs & EU media

•Sent as a link on all YAL responses

•New flyer every month


DeCA's TransformationDeCA's TransformationDeCA's TransformationDeCA's TransformationInitiatives in Support of Army's TransformationInitiatives in Support of Army's Transformation

• Opened 2 new stores

• Nielson Cat. Mgt. Training

• Gift certificates

• Bag salads

• Reusable bags

• Natural beef

• Seafood Road Show

• Resets

• Club pack sale

• Case lot sale

• Display contests

• Created new accountability course

• Natural items

• Single serve Grab 'n Go

• Organics

• Self-help bakery cases

• Combined deli/bakery ops

• New chicken contract

• 150 new chill items

• New port for Riyadh

• Closed 5 stores

• Converted to NSPS

• Won OCONUS Best Large Comsy

• Won 13th Annual Merchandising Award


Region Awards ProgramRegion Awards ProgramRegion Awards ProgramRegion Awards Program

Monthly Best Themed Display Contest Large & Small Commissaries

Annual Department AwardsLarge & Small Commissaries

HQDeCABest

Commissary Award Winners

Region Quarterly Sales Increase Large & Small Commissaries

Director’s Gold & Silver AwardsSemiannual Large & Small Commissaries

DeC

A's

Ann

ual M

eat &

Pro

duce

Mer

chan

disi

ng C

onte

sts

DeC

A's

Ann

ual M

erch

andi

sing

Con

test

Loca

l Aw

ards

Indu

stry

Aw

ards

Baseline - Stores Meet Minimum Basic DeCA/EU Operational Principles

O n e - T i m e S t o r e E v e n t s

Director’sStar Performer Awards

Annual Large & Small Commissaries

1st QtrBest Store

in Zone Awards

2nd QtrBest Store

in Zone Awards

3rd QtrBest Store

in Zone Awards

4th QtrBest Store

in Zone Awards


Monthly Themed ContestsMonthly Themed ContestsMonthly Themed ContestsMonthly Themed Contests

• Stores encouraged to participate & build massive displays• Monthly awards to best large & small stores• Selection based on customer eye appeal, sales potential,

shopping ability & attractiveness• From FY-to-FY themes will vary

– Examples might be– 1Q

- Halloween; Thanksgiving; Tie-in w/HQ DeCA promotion

– 2Q- Super Bowl; Valentine's Day; St. Patrick's Day

– 3Q- Spring Cleaning; Memorial Day; Zone Feature

– 4Q- Independence Day; BBQ Grill Party; Back to School

In-Store DisplaysIn-Store Displays


Club Pack ProgramClub Pack ProgramClub Pack ProgramClub Pack Program

• Target 14 commissaries– Large stores for more bang

– Geographical considerations

– Choose items & quantities from entire club package

• First one was Fantastic February

• Jammin' July held 26th & 27th

• Next one in January


Seafood Road ShowSeafood Road ShowSeafood Road ShowSeafood Road Show

11stst-ever road shows in European commissaries-ever road shows in European commissariesEnjoy some "Surf & Turf"…Enjoy some "Surf & Turf"…King crab legs and clawsKing crab legs and clawsSlipper lobster tailsSlipper lobster tailsTiger shrimpTiger shrimpAtlantic salmon filletsAtlantic salmon filletsTilapia filletsTilapia filletsCatfish filletsCatfish filletsTuna steakTuna steakBay scallopsBay scallops……and some “turf” too - Angus top loin roastand some “turf” too - Angus top loin roast

AT GREAT $AVING$!! Up to 52%!!AT GREAT $AVING$!! Up to 52%!!Ramstein Ramstein √√ June 14-15June 14-15Patch BarracksPatch Barracks √√ July 5-6July 5-6HeidelbergHeidelberg √√ July 19-20July 19-20GrafenwöhrGrafenwöhr √√ August 2-3August 2-3WiesbadenWiesbaden August 16-17August 16-17VogelwehVogelweh August 30-31August 30-31RAF LakenheathRAF Lakenheath October 4-5October 4-5AvianoAviano October 18-19October 18-19

Very well

Very well

received

received

––Great Great

successsuccess


Case Lot SaleCase Lot SaleCase Lot SaleCase Lot Sale

• 30 stores selected for May 2008 case lot– Geographical location considerations

– Concentrated effort in these stores

• 92 items– Sold 79K cases

– Almost 18K more cases than May 2007

• Next case lot in September with same 30 stores

ResultsResults


ResetsResetsResetsResets

• Completed 6 major store resets CYTD• Expect 5 more by end of CY

– Vilseck, Cairo, Incirlik, Ankara & Sembach

• Impact on sales positive– E.g.

– Aviano reset sales up $185K 3-week period after reset vs. '07– Mannheim up $62K for 2 weeks after vs. '07– Kelley up $12K for 1st week after vs. '07

• Store category plan-o-gram implementation policy– Applies to C & D stores

– Live set plan-o-grams posted to Public Folders

– SD has 30 days to complete at store level

– DeCA/EU plan-o-grams based on DeCA/EU register movement


Reusable BagsReusable BagsReusable BagsReusable Bags

• Savvy Saver green bag sales– Units 154K

– $107.5K

• Keep Cool thermal bag sales– Units 17K

– $25.5K

• White plastic bag & brown paper bag usage– As measured from CDC to stores

– Average use is trending down

Nov 07 thru Jun 08Nov 07 thru Jun 08

GO GREEN - GO GREEN - DeCA IS COUNTING ON YOU DeCA IS COUNTING ON YOU GO GREEN - GO GREEN - DeCA IS COUNTING ON YOU DeCA IS COUNTING ON YOU


Sales AnalysisSales AnalysisSales AnalysisSales Analysis

Grocery

Dry +3.15%

Chill +6.90%

Freeze -1.29%

Deli +0.27%

Bakery +6.01%

Seafood +35.86%

Fresh Chicken Contract

-7.31%

Sodas (AAFES) -8.97%

Produce

Bag Salads +1.91%

Plants +13.13%

Meat

Value Added $2.2M (Oct 07 to Jun 08)

Natural $332K (Mar 08 to Jun 08)

Pork +11.5%

FYTD Jun 08 vs. '07FYTD Jun 08 vs. '07


DeCA Europe FY08 SalesDeCA Europe FY08 SalesDeCA Europe FY08 SalesDeCA Europe FY08 Sales

05

1015

20

2530

35

4045

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Target Actual

Sal

es In

$M

Note: 7.3% over target YTDNote: 7.3% over target YTD


THETHE

COMMISSARYCOMMISSARY… … It's Worth The Trip!It's Worth The Trip!… … It's Worth The Trip!It's Worth The Trip!

18 may 071deca/eu-cc "gentlemen, we are going to relentlessly chase perfection, knowing full...

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