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We’ll publish this newsletter monthly to bring awareness to all the awesome work we are doing together to build, promote, and create awareness of Our Brands. Hope you find helpful and informative. Let us know if you have any ideas for enhancing and improving. Contact Steve Biehl for comments & feedback.
Since 2015, Family Dollar has added over 800 SKUs of National Brand to make assortment relevant to competition at the expense of Private Brand. We've spent the last 2-3 years updating all of our brands and packaging across our Private Brand portfolio. Over fiscal 2016 & 2017, we've created 9 new brands and updated 5 brands. Packaging was recreated for over 2,000 SKUs across hundreds of vendors. During this same time, Private Brand rationalized underperforming SKUs. In 2018, we spent time setting/aligning strategy and developing analytics to assist us in identifying "white space" opportunities. We've added over 100 SKUs in the back half of fiscal 2018. We have an additional 60+ SKUs added for Q1 2019. A 3 year plan has been developed by business by category (FY19-FY21) growing penetration over 3 years by 250 bps.
At the end of each quarter, the private brand team will hand out an award to the merchant team driving the greatest increase over planned penetration for quarter completed for combined private brand & control brand.
I’m happy to announce Q4’s winner of our private brand
“Gauntlet of Profit” trophy.
Congratulations goes to category:
350 - Automotive: Daniel Spencer, Mary Catherine (MC now in Laundry), and Kristin Costa for becoming Our Brands “Profit Prophets” for the quarter.
Below are the notable metrics for Q4:
FY18 Q4 Results - WINNER
• HHP - Category 350 – Automotive
• Actual = 61.8%
• Plan = 56.2%
• 559 bps improvement
Sales growth • 1.5% or $400 K over LY
GM rate • 63.7% TY vs. 62.9% LY • 80 bps improvement
GM $ growth • 2.4% or $400 K over LY
Let’s continue to drive growth of Our Brands.
Look forward to handing out the next award at the end of Q1 FY19.
Checkout all our new items arriving this March.
Save even more when you purchase Our Brands!
"New Items" March Schematic Updates
We continue to create customer messages in-store bringing awareness to our incredible savings vs. national brands. We have an amazing story to tell and help our customers stretch their dollar.
Summary of our impressions in-store:
DID YOU KNOW . . .
WE NOW CARRY SILVER FALLS 12 PACK SODAS!
THE FLAVORS ARE: COLA, CITRUS, LEMON LIME, AND ORANGE!
See how Our Brands soda compares to the leading national brands.
Checkout our in-store messaging!
We have increased the number of sign impressions by 124.
55% increase vs. LY
March Ceiling Banner Left
March Window Sign
March Easel Sign
March End Cap Topper
March End Cap Topper
March End Cap Topper
March End Cap Topper
We have updated our spices to a new Chestnut Hill design to compete with National Brands.
Our private brand electrical within our hardware dept. has been in an unbranded generic look for years. New for FY19, we have re-branded all our electrical to be “Homeline”. Check out a sample of the new design below. New design is inspired by packaging at Home Improvement Centers.
This Spring our Catawba Candy Co. is going through a packaging re-fresh. You’ll begin seeing a new look in-store that is much more vibrant and full of color. The new designs are meant to pop off the shelf and catch the customers eye. Check out the new look below.
If you crave sweets, our Catawba Candy Co. is your choice!!!
All of us know how important value is to our customer. These Value SKUs are at the top of the list of highest unit volume. Checkout our re-brand of opening price point, value brand.
We are embarking on a re-design for “Family Wellness” across Health & OTC. This is a marked improvement enlarging both our brand, Family Wellness, and our “Compare to” statement. In addition, you’ll see this new design gets us much closer to our NBE “look & feel” strategy.
We have an exciting packaging re-fresh hitting the stores for “Interiors by Design” brand in Home. Check it out the new logo and impactful packaging.
For FY19, a major initiative for Our Brands is driving incremental Marketing activity to create awareness and trial with our customers. We’ve placed a lot of emphasis on “Compare & Save” messaging in-store via window, front of store, ceiling, aisles, and shelf talkers. In addition, we’ve partnered with merchants to create impactful product displays showcasing Our Brands next to the national brands.
Check out all the great things we are doing in March for Our Brands.
SIGNAGE & OFF-SHELF SUMMARY
Checkout our team member only Smart Coupon for our brand Chestnut Hill. Take advantage of our GREAT savings! Look for our new Smart Coupon offer every month.
Use the mobile app to find more great savings on Our Brands like Silver Falls below!
Within our Top 12 endcaps we have 8 out of 12 feature Our Brands.
34 SKU's this Year vs. 7 LY
We continue to use the U-Boat as another vehicle to showcase Our Brands. For March, we are featuring Quest Water.
For our seasonal lawn and garden set we are featuring our line of barbecue grills and barbecue utensils and accessories under our newly redesigned Family Chef.
In late November, we launched our online proofing tool called Workfront. This has been extremely beneficial to merchants, vendors, agency, and our creative team. Allowing us to reduce lead times and improve speed to market.
Thank you for everyones help and support!
Here is an example of how Workfront can compare the latest proof of artwork with the very first proof uploaded to show the changes and comments.
Heres another example of how commenting to one another is beneficial for quick communication and key for clarification on specific design elements on each piece of artwork.
But your allergies won't flare up with our mattresses!
Our mattresses are great for people with allergies and multiple chemical sensitivities because our mattresses are hypoallergenic due to the STRICT organic processing protocol that eliminates any antigenic proteins.