RDD Associate Learning Academy...• Valpak • MY ShopRite Personalized Offer Event • E-Targeted Offers • New Item Launch • Demos • Social Media • 2015 MONTHLY EVENTS ALLOW

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

1

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

RDD Associate Learning Academy

Wｴ;デｷゲ RDDげゲ 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ぐ build momentum to ensure

FUTURE ENTERPRISE SUCCESS!



[II]

Key

Elements &

Topics

[III]

Applications

&

Utilization

[IV]

Reference,

Recap &

Next Steps

Shopper Data Evolution

Wakefern Shopper Marketing Segments

Applications

PPI Example

Recap

SR Shopper Marketing Contacts

Handouts

Next Steps

[I]

Course

Overview

Course Overview: Definition / Purpose / Rationale

Consumer Retailer Environment

Key Discussion TopicsSR SHOPPER SEGMENTATION



THE RETAIL ENVIRONMENT IS CHANGING

• Nobody is exclusive to anymore

• Consumers shop differently in each channel

• “Rぎ NWWS HWデデWヴ ┌ﾐSWヴゲデ;ﾐSｷﾐｪﾗa ┘ｴ;デ Iﾗﾐゲ┌ﾏWヴげゲﾐWWSゲ ;ヴW• SR: Aggregating data to determine what is going on



TIMELINE: DATA ANALYTICS

Syndicated

Data

Services

Category

ManagementLoyalty

Cards

Dig

CouponsConsumer (Shopper)

Data

Mobile Apps

ϭϵϴϬ Ɛ͛ ϭϵϵϬ Ɛ͛ ϮϬϬϬ Ɛ͛ ϮϬϭϬ Ɛ͛

Dunnhumby

CCR/EYC

PPI

Kroger

Ahold

ShopRite

• Evolution of data has been S L O W

• What are the needs of consumers?



WAKEFERN SEGMENTATIONS

• Changed from Demographic-based segmentations to behavioral segmentations

• Previous segmentation was non-additive and included the following groups:

• African American

• Baby

• Natural/Organic

• Kosher

• Hispanic

• Family

SR SHOPPER MARKETING SEGMENTS




The New SR Segmentation Focuses on

6 Macro and 12 Micro Segments



EASY MEALERS

• Where do they Shop?

• Deli, Bakery, Frozen, HBC/Non Foods show highest index

• Emphasis on Foodservice, Deli Ready-Made Goods

• Busy Lifestyle

• No time to cook, need something easy

• Trust the healthy meal solutions of prepackaged goods

• Think: Working Professionals

• 40% EM are Generation X, 51% employed full time

• One of the higher average household incomes

• 61% have no kids, 31% have 1-2

LOOKING FOR: QUICK & EASY MEALS AND SNACKING OPTIONS

73% Female

$77,500

Avg. Household

Income

82%

Caucasian



TOTAL STORE


• Everywhere, but especially in the Meat Department

• Emphasis on Easy prep, meal making, and cooking

• Organized, Planning Lifestyle

• Enjoys putting meals together, trying new things

• Plans trips to save money, get items at the best price

• Think: Working Parents & Retired

• 26% Retired, 45% FT Employees

• 87% of oldest generation speaks Spanish at home

• 47% have children

LOOKING FOR: VALUE THAT MEETS ALL NEEDS

77% Female

$67,300

Avg. Household

Income

76% Caucasian

9% Hispanic

8% African American



CENTER STORE


• Shops mainly center store, buying perishables elsewhere

• Emphasis on Grocery & HBC

• C;ﾐげデヴWゲｷゲデ ; ｪﾗﾗS ヮヴｷIWぐ• Buys canned over fresh due to value

• Plans trips to save money, get items at the best price

• Think: Can-Can and Value Buyer

• 15% Part Time, 43% Full Time

• 48% have children

• 75% of Sub-Segment purchases are online

LOOKING FOR: CENTER STORE AS WELL AS NONFOODS

74% Female

$66,000

Avg. Household

Income

73% Caucasian

9% Hispanic

8% African American



SIMPLY SOURCED


• Produce, Seafood, Deli, & Dairy

• Emphasis on seafood and organic produce, specialty cheeses

• Healthy, Active Lifestyle

• Buys mostly organic and natural due to health benefits

• Sees food as fuel for a healthy lifestyle

• Tｴｷﾐﾆぎ “WﾉWIデｷ┗Wが Hｷｪｴ Q┌;ﾉｷデ┞ さaﾗﾗSｷWざ• 60% have No kids

• 47% full time workers, 19% retired, 10% Students

• 39% Millennials

LOOKING FOR: SIMPLE, HEALTHY, & NATURAL GOODS

72% Female

$82,700

Avg. Household

Income

72% Caucasian

6% Hispanic

4% African American



CULTURAL CUISINE


• Meat, Seafood, and Produce

• ShopRite is their least favorite retailer (Natural, Grocery, Club)

• IﾐゲヮｷヴWS H┞ Cﾗﾗﾆｷﾐｪぐ• Enjoys trying new flavors with cooking

• Cﾗﾗﾆゲ aヴﾗﾏゲIヴ;デIｴゲｷﾐIW ｷデげゲさHWデデWヴ aﾗヴ ┞ﾗ┌ ;ﾐS デ;ゲデｷWヴざ

• Think: Working Parents & Retired

• 34% Generation Y

• 87% of oldest generation speaks Spanish at home

• 37% have children spread across all ages

LOOKING FOR: COOKING WITH FLAVOR & ETHNIC FLAIR

68% Female

$70,400

Avg. Household

Income

74% Caucasian

6% Hispanic

9% African American



NEEDS DRIVEN


• Frozen, Meat & Grocery

• Emphasis on Easy prep, meal making, and cooking

• Budgeted Lifestyle

• Price is leading factor, looks at circulars and stretches the dollar

• Prefers heating up, no time to cook as main meal prep solutions

• Think: Fixed Income

• Assistant dependent

• Largest Hispanic population of segments

• 57% have children, largest stay at home population (18%) and unemployed (28%)

LOOKING FOR: LOW COST OPTIONS TO FUEL THE FAMILY

79% Female

$32,600

Avg. Household

Income

50% Caucasian

30% Hispanic

12% African American



SR SHOPPER MARKETING : SEGMENT SUMMARY

23% 22% 20% 15% 11% 9%

20% 32% 17% 15% 8% 8%

% Shoppers

% Sales

• Behavior and attitude-driven, mutually exclusive

• Appeal to shoppers through unique triggers to increase spend

• Tiered level sponsorship available for manufacturer marketing programs, tailored

to segmentation of choice

EASY

MEALER

TOTAL

STORE

CENTER

STORE

SIMPLY

SOURCED

CULTURAL

CUISINE

NEED

DRIVEN

Quick & Easy

Solutions

Equally

shopping

total store

Predominately

shopping center

store including

Nonfoods

Simple,

Natural, &

Healthy

Products

Incorporates

various ethnic

components in

cooking

Price Driven,

low cost

options

#2 in % Sales #1 in % Sales Average sales Average Sales Lower Sales Lower Sales

DeliMeat &

FrozenGrocery

Produce &

SeafoodMeat Meat & Frozen



SEGMENTATION APPLICATION


• EACH SEGMENTATION HAS YEARLY PROGRAMS THAT CAN INCLUDE:• Circular presence (chain-wide and swing pages)

• Valpak

• MY ShopRite Personalized Offer Event

• E-Targeted Offers

• New Item Launch

• Demos

• Social Media

• 2015 MONTHLY EVENTS ALLOW FOR TOTAL MARKETING SUPPORT AND FLEXIBLE PLANNING FOR SEASONAL PRODUCTS/OFFERINGS

• PROGRAM COSTS CAN VARY BY SEGMENT AND OFFERINGS• Range from $7,500-$80,000 yearly participation costs



SAPUTO EXAMPLE: SIMPLY SOURCED

Friendship Cottage Cheese 16 oz

Bronze Program: 2014

• 8 additional ads (in Simply Sourced section)

• April: Digital display, email, 55 cent dig coupon

• May: Demos in 148 stores with a recipe handout

• Targeted digital ads (on Daily Parent & Recipe Land websites)

• July: Valpak offering (650K mailing recipients) & $1 digital coupon

• August: Digital display, email, 70 cent digital coupon

• October: Targeted digital campaign

Unit sales saw an increase of +4.9% in a declining category



ShopRite Marketing SegmentsSummary for Almond Breeze

Source: Wakefern PPI

52 Weeks Ending Sep 27, 2014

Almond Breeze has an 11.5% penetration rate among all SR Price Plus Consumers (7.7MM SR PPC/0.5MM ALB PPC)

AB Brand has the highest segment penetration within the Simply Sourced Moderate Group (12.8%), followed by

Center Store Online (11.1%), Total Store Meal Maker (11.0%) and Simply Sourced Committed (7.6%)

AB purchase sizes are highest among the Center Store Online group ($17.69 spent/yr), followed by Simply Sourced

Committed ($17.72 spent/yr) and Simply Sourced Moderate ($17.20 spent/yr)

ShopRite Marketing Segment

Center

Store Baby

Center

Store

Nonedible

Center

Store

Online

Cultural

Cuisine

Easy

Mealer

Aging

Easy

Mealer

Ready

Made

Need

Driven

Baby

Need

Driven

Economic

Eats

Simply

Sourced

Committed

Simply

Sourced

Moderate

Total

Store

Easy Prep

Total

Store

Meal

Maker

Total

Store

Ready

Made

PPC's in Segment 111,022 1,255,650 50,502 775,902 1,054,068 644,382 61,884 544,182 442,269 576,170 661,849 477,216 449,386

Buyers (bought Milk) 65,924 636,274 35,269 371,250 628,795 317,612 27,292 283,101 216,100 424,213 418,918 359,261 305,337

PPC's who buy Alm Breeze 7,187 63,154 5,599 34,548 79,517 32,414 2,332 28,968 33,579 73,794 39,727 52,694 30,279

% Segment PPC's who bought AB 6.5 5.0 11.1 4.5 7.5 5.0 3.8 5.3 7.6 12.8 6.0 11.0 6.7

Units per PPC/year 4.1 3.3 4.6 3.1 4.1 3.3 3.2 3.1 4.6 4.4 3.0 3.8 3.1

Dollars per PPC/year 16.46$ 12.66$ 17.69$ 11.87$ 15.82$ 12.79$ 13.09$ 12.23$ 17.72$ 17.20$ 11.76$ 14.52$ 11.91$

Total SR PPC's 7,677,601

Total SR PPC's purhased Milk 4,208,297

Total SR PPC's purchased A Breeze 483,792

SEGMENT DATA FROM PPI




Relevant Segments by

RDD Client



SR SHOPPER MARKETING CONTACTS

Carol Heyducek: Simply Sourced & Cultural Cuisine

Deirdre McKee: Total Store & Need Driven

Jeanette Burgos: Easy Mealers

Shivani Shah: Center Store



Mﾗ┗ｷﾐｪ ;ｴW;SぐSR SHOPPER MARKETING implementation

By 5/25/15

Speak with your

clients

and determine which

Program(s)

aｷデゲ ┞ﾗ┌ヴ Hヴ;ﾐSゲげ goals and objectives



Any Questions, Comments or Ideas?

Thank you for your

participation!!!

Mﾗ┗ｷﾐｪ ;ｴW;SぐSR SHOPPER MARKETING implementation

Documents

RDD Associate Learning Academy...• Valpak • MY ShopRite Personalized Offer Event • E-Targeted Offers • New Item Launch • Demos • Social Media • 2015 MONTHLY EVENTS ALLOW