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Aldi_v1_18_07_14

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John Barlow

on 29 March 2015

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Transcript of Aldi_v1_18_07_14

Aldi Specials Strategy 2014
August 2014
Introduction
Why are we here, what are we doing
The Aldi Specials business
Review of current performance – how are we doing?
Rebuilding the share - where do we want to be?
Improving the Offer – how do we step change our performance?
The Specials Team
DIY

Online photo

Unisex textiles

Men’s textiles


Camera, optical & eyewear

Computers & accessories

Home entertainment

Audio, video & batteries

Pet care

Decorations

Stationery, office needs & gift wrap

Car & Bike

Gardening

Sport, camping
& leisure

Sporting


Household textiles

Clocks, jewellery
and watches

Books

Housewares
Children’s textiles

Ladies textiles

Furniture

Leather goods & umbrellas

Fireworks

Suitcases & bags

Toys

Shoes


GRAHAM
BAUGHAN
SARAH
BUTLER
KRISTIAN
HORABIN
KATE
MUNTON

ELIZABETH
PRESTON
KAROLINA
REVAY-ZARAC

LUCY
STICKELLS
camping
&
Commercial Analysis
Specials sales have grown from £283m in 2005 to £635m at the end of 2013. This is against a backdrop of economic uncertainty and flat non-food market performance
Aldi vs. UK Market Performance Highlights

33%
NP
+157%
23%
NP
Special Sales (£)
Special Contributions (£)
+126%
Commercial Analysis
Specials share in 2013 ended at 13.20%. The decline since 2007 can be attributed to the accelerated growth of core range and wider economic factors affecting consumer spending habits.
Rise of new discounters
Sale of PCs
Share since 2010
Specials return higher profit than Core Range per % share
Why This Matters
Specials share planning
The current business forecast shown below assumes specials share will increase to 17% by 2017 whilst maintaining the current Net Profit (NP) target of 33.50%.
Margin expectation doesn't increase
Share grows through…. (dynamic prezzi)

Line cap to support stores
Increased average item value is key
If we grow this then line numbers can further decrease.
Why are we selling specials?
Specials
Specials
Specials
Specials
Specials
Specials
What’s our Strategy to improve the Specials Offer?
Specials
Specials
Specials
Specials
Specials
Specials
Market data
Market data providers are currently being trialled to assess their suitability
Aim is to replicate the success seen in Core categories
Category Reviews & Key Event Wash Ups
Category reviews to be completed from 2014 in line with Core Range
Each BD will present review to GMD’s covering their highest value Commodity Group by UK sales
Reviews will incorporate International best practice and the core range structure to ensure consistency
Key event wash ups to be presented to MD Buying + GMDs to cover main themes throughout the year (Back To School, Cycling, Halloween, Fathers Day etc.)
Product Design & Tiering
Brand guidelines are currently being reviewed across all CGs.
In addition a number of brand tiers are being investigated and rolled out where there is a clear opportunity to add value to the existing range.
Price Marked Packs
Price marked packs are commonly used in other dedicated non-food retailers such as John Lewis, Next, The Range and Dunelm Mill
“Making Specials special”
Hanging Textiles were price marked from 2005. Other areas such as books and non-electrical kitchen items now added
The roll out of Price Marked Packs will be extended to all relevant products throughout 2014
Product Quality & Benchmarking
Competitor benchmarks are currently being used at tender stage to assess specification levels and ensure we have the appropriate discount to the market.

Current Process
Proposed New Process
Product Quality & Benchmarking
video Holder
Theming
Specials share growth must come from the development of themes which will lead to a reduction in line numbers;
The most successful sell through rates come from a maximum of 4 themes on a Thursday (no more than 45 lines) and 2 themes on a Sunday (no more than 25 lines)
A line cap of 70 lines per week (excluding chiller and freezer) will be implemented from 2014
Theming
SPECIALS THEME
CO-ORDINATOR
THURSDAY OSD
SUNDAY OSD
£5m sales / maximum 4 themes.
no more than 45 lines
No minimum sales / minimum of 6 lines. Used to ‘top up’ on sale dates

KEY THURSDAY
SUPPORT THEME
KEY SUNDAY
£3.2m sales / maximum of 2 themes.
no more than 25 lines

Advertising
Following the creation of these powerful themes our communication needs to embed the understanding of Thursday and Sunday as key specials days, as is the case in other Aldi countries.
Results show TV advertising increases specials sell through by 7.6% over the first week
The ROI on TV advertising for specials is 3.96 vs. 3.71 for core range
Specials advertising budget for 2014 agreed at £10.5m
Plan includes promotion of c40 themes via TV, Radio and Press
Specials leaflet and Non Food TV adverts have been redesigned
video Holder
New Leaflet format
Warranties and After Sales Service
3 Year Warranty remains a key selling point, encouraging more customer buy-in to our own branded products
Consumer awareness of our warranty and how it works remains low. Advertising are reviewing ways to promote the offer across all channels with particular emphasis on in store POS, highlighting the added value that we include as standard vs. the competition
It is expected that the opening of the new Customer Service Department from January 2014 will step change our after sales service, ensuring our suppliers fulfil their current warranty obligations and providing our customers with an improved ownership experience for each special item
Asian Office (AO) & Logistics
What is the Asian Office (AO)?
AO are working with the UK BDs to identify suitable national products to be tendered directly to AO from 2014
eCommerce
QR Codes & Product Videos
Increased focus on QR codes across non food specials range
Development of product support videos to add value and drive purchase
Video Holder
Specials Merchandising
Effective merchandising remains a key pillar in driving specials performance and growing our % share
Corporate Buying, Store Operations and the National Merchandising committees are currently reviewing specials merchandising equipment, merchandising plans, packaging design and the use of display models with a view to implementing agreed recommendations from Q1 2015
p
High Value Display Trial illustration (Equator)
Drawing to come
Did you know?
Drawing to come
XX bottles of Baron St John White generate the same profit as XX
f
Summary
Specials
Resource in
Place
Market Data &
Category
Reviews

Benchmarking
& Quality
Testing


Theming,
Merchandising
& PMPs



Enhanced
Customer
Service




Increased
Advertising
Sourcing &
Logistics
Projects

Optimised
Sales
Increasing
Share
QUESTIONS?
Full transcript