what you need to consider: roi for rds & sponsors · n3 full time dietitians work on corporate...

WHAT YOU NEED TO CONSIDER: ROI FOR RDS & SPONSORSAllison Kuhn, MS, RDN, LDAlicia Jerome, MS, RDN, LDN

Allison Kuhn

¨ Director of Retail Nutrition Solutions, Kroger Health¤ Across all Kroger banners = ~2,000 stores, ~1,500

pharmacies, ~200 clinicsn Nutrition Team

n Director of Retail Nutrition n Corporate Culinary Dietitian n Corporate Dietitian Manager

§ In-Store Clinical Dietitians = 15§ In-Aisle Nutrition Technicians = 100 by FY end

Wellness Your Way

Alicia Jerome

¤Health & Wellness Manager¤ The United Family of Stores includes 94 stores

across Texas and New Mexico under 4 banners

Market Street

¤11 dietitiansn 3 full time dietitians work on corporate programs, banner

specific events, community events, media spots, tours, etc. n 8 Contract RDNs help in their respective regions to

provide tours

Why is measuring ROI valuable to your role?

How have you measured ROI?

Product Sales

¨ 2d event = 87%↑ in all GF items over year prior

GF Sales

Year PriorPilot Year

¨ 53%↑ in bakery GF items over year prior

Bakery GF Units

Year PriorPilot Year

+53%

¨ Comparison between stores w & w/o GF Fest

0%

50%

100%

150%

200%

250%

300%

Units

Stores w GF Fest

Stores w/o GF Fest

96%

-10.00%

-5.00%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

GF Sales, 4 Wk Post

Stores w GF FestStores w/o GF Fest

Within the category

Media Ad Equivalency

18 days26 TV spotsAd equivalency = $19,105

Basket Size

Basket Size

ROI of Clinically-Based Program

¨ Main metric of significance: REVENUE!¤ Insurance…should we accept?¤ Right-sized pricing/programming¤ Budget-based team goal setting

¨ Secondary metric: LOYALTY¤ Our data is our most valuable asset¤ Goal is to grow loyal households¤ 84.51 measures incremental spend per

year vs. controls

ROI of Engagement-Based Program

¨ Nutrition Technician Team¤ Cost savings, turnover and time to train¤ CX, friendly and fresh¤ Grocery spend, store and HH¤ Clinical acquisition, RDs and pharmacy¤ Health score improvement¤ Commercialization

n TOTAL=>40X TECHNICIAN SALARY

Helping Partners Achieve ROI

¨ Reach¤ How to quantify?

¨ Displays¤ What if you can’t directly

influence?

¨ Lift¤ Tends to rise but not be

sustained- how do we address?

Thinking outside the box…

Challenges/Opportunities in measuring ROI

Recommendations: Tips, tricks, strategies

Q&A for RDNs and Sponsors

¨ RDNs: Do you have to justify your salary each year?¨ Why is measuring ROI valuable to your role?¨ Are you given a goal to reach/exceed? Who sets

that goal?¨ Challenges/Opportunities in measuring ROI?¨ Share an ROI success where RDN and partner

joined forces.