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Defense Commissary Agency

Defense Commissary Agency. Valued Benefit of a Global Force. ALA National Convention. October 2010. Value of the Commissary Benefit. Military Readiness Peace of Mind: focus on mission Recruitment: family member advocacy

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Defense Commissary Agency

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  1. Defense Commissary Agency Valued Benefit of a Global Force ALA National Convention October 2010

  2. Value of the Commissary Benefit • Military Readiness • Peace of Mind: focus on mission • Recruitment: family member advocacy • Retention: Service Members rate commissary among their top quality of life services • Quality of Life • Savings: family of four saves over $4,400 per year • 2 to 1 return on investment • Ancillary Industry Support: contributions to Installations, giveaways, scholarships, income opportunities • Military Related Employment: 62.5% of U.S. employees • Favorable Impact on DoD Costs • Defense Transportation System: a leading peacetime shipper of military goods overseas • Cost of Living Allowance: adjusted for commissary benefit 2 2

  3. Resale Trends Resale Trends Over $2.69B in Patron Savings Generated! 3

  4. DeCA Fiscal Year Sales in $Millions FY 2010 Sales, although down from FY 2009, were still very strong compared to recent history! 4

  5. FYTD 2010 Sales/Transactions Transactions Remained Stable 5

  6. Guard/Reserve On-Site Sales • FY 2008 to FY 2009 Comparison • Sales increased 105% • Customer count increased 100% • Average customer basket size increased to over $110 • FY 2010 Business • Completed 156 events totaling more than $8.3M in sales • Average customer basket size has increased to nearly $125 • Served more than 192K since start of program FY 2008-2010 Overall Patron Savings more than $9M 6 6 6 6

  7. Customer Service • Commissary Customer Satisfaction Index (CCSS) • Patron Satisfaction • 4.68 (out of 5.0) • American Customer Satisfaction Index (ACSI) • National average for commercial grocers: 76 • DeCA’s score: 80 Customer Service at All Time High! 7

  8. Total 62.5% Military Related Employment • Military spouses & family members = 42% • Military spouses – 4,385 or 28% • Other family members – 2,138 or 14% • Sponsors = 11.5% • Retirees – 1,632 or 10% • Guard and Reserve – 239 or 1.5% • Other veterans = 1,500 or 9% 9,894 U.S. Employees are Military Related 8 8

  9. Commissary Openings 2010 Chievres AB, BE January Keesler AFB, MS April 9

  10. NAS-JRB, New Orleans, La. Eglin AFB, Fla. New Fort Bliss, Texas Moody AFB, Ga. New Fort Riley, Kan. Fort Campbell, Ky. New/Renovated Stores Opening in 2011 New 10

  11. Turn key gift card program Effective January 15, 2011 Replace existing paper voucher program Available in two denominations $25.00 and $50.00 Purchase at store or through Internet Reduced labor and costs through technology Commissary Gift Card Program Gift of Groceries 11 11

  12. Loyalty Card/Digital Coupons • Loyalty card in source selection process • Evaluations being conducted based on information received as result of solicitation • Goal: 3rd Quarter FY 2011 12

  13. Participation rate has increased 60% in the last year Notice to the Trade 10-59, Brand Name Resale Swell Allowance Program POC: Marye Carr marye.carr@deca.mil 804-734-8000, extension 5-2781 Swell Allowance 13

  14. CARTS System Entry into CARTS Review and Approve Company Credit Card Acct Sales Rep Company SEBBS Mgr Company A/P Admin Company Unit Mgr Company Business Mgr to Company Company Company Bank Account Company SEBBS Mgr VCM Process

  15. Facebook page Interactive medium 7,740-plus fans More than 4,000 hits per month DeCA Twitter/DeCA Dietitian Twitter Connected to Facebook posts 380 and 2,340 respectively DeCA You Tube Video recordings DeCA FLICKR page Still photos and video recordings Social Media 15 15 15

  16. DeCA Radio Shows Future campaigns tied to promotion calendar Customer appreciation campaign “Your Family is Our Family” Shop After Work campaign Great Inside-the-Gate campaign Promoting the base/post as a place of savings, value, activities, and fun Media Campaigns 16 16 16

  17. Over past three decades childhood obesity rates in America have tripled Nearly one in three children are overweight or obese – greater risk for health problems National security is at risk More than one quarter Americans ages 17-24 are unqualified for military service because too heavy Several key military leaders are raising awareness and calling for action Health & Wellness “Obesity is a Critical Long-term Challenge for the Nation” 17

  18. First Lady launched Let’s Move! Campaign in February 2010 Centered on ambitious goal to solve the problem of childhood obesity President created Childhood Obesity Task Force Charged to develop national action plan to address public health crisis Report released in May 2010, detailing over 70 recommendations Health & Wellness Goal: To Solve the Problem of Childhood Obesity 18

  19. Commissaries provide a unique opportunity to support these initiatives Empower parents to make healthier choices Product placement highlighting healthy choices Education at point of purchase Healthy recipes Offer healthy choices at check-out lanes Increase demand for fruits, vegetables, and reformulated products with less sugar, salt, trans and saturated fats Health & Wellness Great Opportunity to Support “Lets Move!” Campaign 19

  20. Expand “Food for Thought” program Partnership with DoDEA, currently in Europe schools Nutrition curriculum that includes commissary connection component Commissary “Lets Move!” healthy kid events Month of Military Child (April) Develop healthy life-long eating habits National Fitness Month/Family Fun Fitness Festival (May) Case lot sale, partnering with MWR and exchanges Health & Wellness 20

  21. Health & Wellness Lewis-Main Commissary “Lets Move!” Healthy Kid Event 21

  22. Partnerships • Military Resale (Exchanges) • Morale Welfare & Recreation • Private Organizations • Installation Chaplains • DeCA Patron Council • Defense School System • Scholarships for Military Children • Industry 22

  23. Commissary Operational Efficiencies FY 1992-2010 Baseline had no efficiencies been achieved Actual Costs w/Reductions Efficiencies FY92 – FY10: $692M Inflation FY92 – FY10: $759M Cost (FY 1992 Constant $) *Savings from BRAC & OCONUS CFE are not included in above 23

  24. DoD Efficiency Initiatives • Shifting overhead costs to force structure and future modernization • Inviting outside experts to suggest ways the Department can be more efficient • Defense Business Board • Front-End Assessments – FY 2012 Budget • Reduce excess and duplication across the defense enterprise – Organizational Assessments and Zero-Based Reviews Moving Toward More Efficient, Effective, Cost-Conscious Way of Doing Business 24 24

  25. Budget • FY 2011 budget in flux • Continuing Resolution Authority • 64 days (December 3) • No new initiatives until budget approved • Phase III of Organizational Assessment due October 29 25 25

  26. Our Values We have Passion for what we do! One Vision, One Team, One DeCA

  27. Defense Commissary Agency The Commissary - It's Worth the Trip!

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