Fruit & Vegetable Spring/Summer Change

Transcription

1 Fruit & Vegetable Spring/Summer Change Week 12

2 Telford Madeley Royston Extra Newmarket Superstore Celebrating Success Cambridge Newmarket Road Glossop Cambridge Newmarket Road

3 Welcome to your FRUIT & VEGETABLE WEEK 12 Seasonal Change guide Welcome to your Fruit & Vegetable brochure for Summer Firstly I d like to thank you all for your continued hard work and commitment. Together we delivered a successful launch in Week 32 and a fantastic shopping experience for customers over the Christmas period. Thanks in particular for your support executing the Festive Five, which delivered great results, positive customer feedback and helped us lead the market. The Fruit & Vegetable category continues to be a key part of our Fresh Food offering for customers. We have seen an improvement in customers perception of our quality and volume growth returning. We will continue to improve our plans to ensure that we maintain this momentum for the coming year. For Summer 2015 we shall be concentrating on the following: Continuing to rationalise our ranges, with the customer at the heart of our decision making process. Delivering simpler ranges that are easier to shop and replenish. Customer feedback reinforces the positive impact this has had on their shopping experience particularly through excellent product availability. ey Inform No unnecessary changes to product flow simplifying range changes for colleagues and ensuring customers are disrupted as little as possible. We will continue the vertical blocking of loose Fruit & Vegetable in fixture to increase prominence and to improve our abundance, quality and freshness perception. A real focus on our great British Fruit & Vegetable and seasonally relevant products, showcasing and our Hero products, reinforcing our taste, quality and freshness credentials. Key Key Information We also have exciting new products across the ranges, here are a few highlights: Prepared Salad building upon the strength of the current range we are introducing some exciting NEW warm salads and also a range of innovative accompaniments that will liven up not only a bag of salads but are also great with cold meats and burgers. Prepared Vegetables A range of first to market prepared vegetables. We ve done all the hard work for the customer including a range of vegetable alternatives to carb heavy pasta and cous cous. Tropical Fruit supporting the growth of our Exotic Fruit range, we will be dedicating more space and focus at fixture to differentiate our offer to the competition. Whole Foods - an exciting NEW healthy snacking range of dried fruits and vegetables which are a great alternative to crisps, helping us to capitalise on the ongoing trend of health and wellbeing that is front of customers mind. We are confident that we have a strong plan for the Summer and look forward to working together to deliver a great offer and experience for our customers. As ever, if you have any thoughts or views how to continue to improve our offer for customers please get in touch. Kris Comerford Fruit & Vegetable Category Director 3

4 WHAT WE NEED FROM YOU BEFORE It is essential that the Week 12 Fruit & Vegetable range change is planned correctly in your store. The following checklists will help you to be confident that you are in the right place. We need to plan our resource if we want to have a successful change, so check the following: Signed 1 Who has the accountability for the Sunday Night Merchandising? 2 Is your SRM Manager working Sunday Evening/Night shift? 3 Is there enough resource in place to deliver the merchandising? 4 Is there enough resource in place to deliver the fill? Communications will let us know of any changes to the plan: Signed 1 Have you read the entire brochure and do you understand the content? 2 Updates may be sent daily via MyActions. Who has the accountability to check this, in your absence? 3 Have you displayed the Fruit & Vegetable News for Weeks 10, 11 and 12 on your communication board? 4 Have you read the Point of Sale Brochure and checked that all your Point of Sale has been delivered? Planning the basics: Yes/No Signed ey Inform 1 Have you checked with the Compliance Manager that all cleaning products are available? 2 Have you put all equipment/ cleaning products onto a cage in the Fruit & Vegetables prep area? 3 Is there a clear and concise written handover for the team leading the merchandising? 4 Are there working PDAs available for the teams Note: Use these checklists when signing off your preparations with your Store Manager Key Key Information 4

5 AFTER THE MERCHANDISING HAS BEEN COMPLETED Checks for Monday 8am Week 12 Yes/No Signed 1 Merchandising is completed and correct including 100% mapped with your folder to hand. 2 All areas of the Fruit & Vegetable department have been cleaned. 3 Has all the signage moved to the new location? Also look above the equipment. 4 The department must be 100% labelled and Point of Sale as per the Point of Sale brochure. 5 The Price Integrity team has actioned all price changes (have a copy of the report to hand). 6 Products have been presented correctly (refer to the merchandise to sell poster). 7 All stock has been worked, a morning Gap Scan is recommended to be completed to support the availability of the new range. 8 Staffing levels are right to support customers through the changes on the shop floor. Note: Use this checklist when signing off your merchandising with your Store Manager ey Inform Key Key Information 5

6 SPACE & LAYOUT What are the Fruit & Vegetable Floor Planning principles? Our primary aim for this activity has been to maintain the 3 worlds in their current location. The Salad World Mushrooms The Vegetable World Herbs Ambient Salad Chilled Salad Mushrooms Roots Onions Potatoes Apples & Pears Citrus Tropical The Fruit World Bananas What is changing in Week 12? We are reducing the number of promotional ends, to a maximum of 3 ambient and 2 chilled. This business decision, is to allow us to focus on having low prices across all ranges. Following feedback we have planned most larger format stores with a dedicated mod of Chilled Reduced to Clear. Using sales information from last year, and overlaying this with some key strategic decisions, we have planned some space changes to areas that matter most to customers. ey Inform Prepared Vegetables Grow Tropical Fruit All Salad Chilled Fruit Ethnic (Where Applicable) Maintain Herbs Bananas Whole Foods Mushrooms Prepared Vegetables Prepared Fruits Whole Foods Work Harder Citrus Apples & Pears All Vegetables Key Key Information Chilled Fruit Prepared Fruit We allocate space at a store specific level based on a mix of store location, affluence and format. Please follow your Floor Plan. 6

7 Love Fruit & Vegetable Space Variation CAMPAIGN TARGETING 0% Superstores Firstly, I d like to thank you for all your hard work and commitment during 2012/13. Together we delivered a fantastic Christmas period where we won in the market and provided a great shopping experience for our customers. We finished the year ahead of our sales budget and in line with the market in both value and volume terms. REMINDER! Space Variation occurs when space is in the wrong place Your Fruit & Vegetables We did all of this despite unprecedented weather conditions, including the wettest Summer for a century and the coldest March in more than 50 years. These extremes continue to impact availability and quality on some of our key British products, but by working together with stores and suppliers we ve maintained a credible range and haven t let our customers down. department needs to match the Floor Plan for every location; any difference will report space variation So with an eventful year behind us we ve been busy planning the year ahead and below are some of the great things we have planned in this year s Summer range change. We did all of this despite unprecedented weather conditions, 100% accuracy including the wettest Summer for a century and the coldest March in more than 50 years. These Use the extremes space variation continue report to impact to availability review space variation post launch and quality on some of our key British products, but by working together with stores and Post suppliers launch, contact we ve maintained the Essential a credible range and haven t let our customers Space Helpdesk down. (ESC) as per So with an eventful year behind us we ve been busy planning the year ahead and below are some of the great things we have planned in this year s Summer range change. Week 12 Headlines Ensures the correct range - Space has been planned at store level to ensure is delivered each to merchandising group has the right space for the season in your store. stores Accurate Ensures the stores see an correct stock - We re also making changes to the way we manage space for Chilled increase Fruit, in which allocation for will result in better use of stores the fixture, where more space is given to sales seasonal per products leading to less gaps. mod - Space has been planned at store level to ensure each merchandising group has the right space for the season in your store. 100 Ensure the Store correct operations planograms are are better sent supported to stores ey Inform KEY TASKS: Implement your Floor Plan to standard process for any Floor Plan implementation or space issues DID YOU KNOW? Presently 3906 Fruit & Vegetable mods produce space variation 6.6% of all estate space variation belongs to Fruit & Vegetables Key Key Information WHY IS REDUCING SPACE VARIATION IMPORTANT? Accurate planning of space for scheduled activities % Accurate Floor Plan Improves the accuracy of the pre-merchandising and auto-shelf capacities The Floor Plan is used as the basis for equipment orders 7

8 FRUIT Fruit Summary Display Change In Fruit we will maintain the vertical blocking across all areas. Loose products will remain blocked together in the centre of the fixture. Baby Bananas and Pomelos are relaunching in Tropical and Exotics. Fruit As part of the Week 12 range change we are changing the way the Tropical and Exotic Fruit fixture looks. As we are growing space in Exotics, we have blocked the products together on the first mod. This will allow the area to be cross shopped and allows customers to see the full range in one place rather than across the top shelves. We have introduced some exciting new products such as: Granadilla - Part of the Passion Fruit family, this shiny orange skinned fruit is about the size of a plum. To eat, cut in half and scoop out the yellow pulp. Yellow Pitaya - A member of the cactus family, when ripe the fruit peels as easily as a banana and tastes like a mixture of kiwi and melon. Exotic Mango Pineapple Melon Kiwi Melon Kiwi uit Finger Limes - These limes are not like other limes! The fruit contains caviar like pearls which burst in the mouth. Giant Passion Fruit and Large Papaya - Tesco will be first to market with these large variants of existing favourites. Fruit 8

9 VEGETABLES Summary In Potatoes (P5G) we have reviewed the flow and display of our potatoes. Within Prepared Veg (P5I) we have delisted our eg range and introduced a number of new products including a carbohydrate alternatives range and a prepared Italian range. We have improved the blocking of our stir-fry range to make the meal deal simpler and clearer to shop. In Ethnic Produce (P5H) we have introduced new planograms so that our ranges can be better tailored to better reflect stores ethnic catchment. Veg Display Changes In Potatoes (P5G) the Merchandising Units (MUs) have moved from mid fixture to first in flow. With the flow running from main crop into Maris and kings, then jackets into baby potatoes and the sweet potatoes. Space for baby potatoes has increased for the Summer. Sweet potatoes have been blocked vertically so that they are more visible in fixture. Branded Potatoes Main Crop (MU) King Edwards Baking Potatoes & Maris Pipers (MU) Jacket Potatoes and / Organic Potatoes Baby Potatoes Veg 9 Sweet Potatoes

10 SALAD In Prepared Salad (P4D) we have introduced a London and South East planogram to allow the range to be altered to cater to the needs of our city customers. 4 new warm salads will be launched, as well as single serving dressing pots to allow customers to choose their own salad bowl and dressing combination. The packaging has been colour coordinated to match the flavour profiles of the salads. The flow will be as follows; Salad In Ingredients, Herbs & Garlic (P4E), the tubes of prepared herb will move to Tesco Own Label. In Chilled Salad (P4C), new Beetroot products will be added, as this is a growth area, along with Avocados. Seasonal products will be relisted in more stores and there is a rebalance of space based on sales. Sweet Mild Peppery alad Iceburg Alfresco Sweet & Crunchy Sandwich Iceburg Baby Kale & Butternut Squash Lambs Lettuce & Pea Shoots Mixed Leaf Mixed Leaf Family Pack Leafy Butterhead Spinach Beetroot Twin Spinach Watercress Rocket Babyleaf & Rocket Babyleaf Salad Watercress, Spinach & Rocket Aromatic Babyleaf Peppery & Tender Family Pack Babyleaf Family Pack Rocket Twin Babyleaf Salad 10

11 EQUIPMENT For stores with Produce Corners equipment a separate brochure will be delivered via the store post bag in Week 14. Equipment This year we will not be processing an equipment order for all stores for the Week 12 Range Change. This is because we have not needed to make as many changes as in previous years. If you have any queries please contact Fruit&Veg.display@uk.tesco.com Hero Mods Hero Mods will not be supported with a planogram. However a text box will appear above the section of the planogram where the equipment should be located. This is always the loose products within Apples, Potatoes & Tomatoes. ey Inform Apple Hero Mod Potato Hero Mod Tomato Hero Mod Key Key Information Ambient Produce Corner Chilled Produce Corner 11

12 Where to find more INFORMATION Superstores & Extras Future 3 As part of the Fresh Foods investment made through Future 3, there were some key principles put in place for Fruit & Vegetables. It is really important that these principles are being implemented on your department: Fruit & Vegetable teams should run at 100PI (Productivity Index) every week. Minimum manning should be in place, meaning the Fruit & Vegetable department is never unmanned during trading hours. Are your Fruit & Vegetable colleagues; - ring-fenced from supporting Dotcom and Checkouts? - dressed for service and in the correct Green Fruit & Vegetable Uniform? - checking quality throughout the day, every time they replenish the fixture? Produce Range Change Operational Guide The Produce Range Change Operational Guide provides stores details of all the key operational tasks that are required to be carried out for a successful range change. The Operational Guide can be found on the Store Managers File (G:Drive): Shops\Shops\ Food Operations Guides\ Produce tional Info Know Your Stuff Silver Training At the start of 2013, the Know Your Stuff Silver for Produce was re-launched. It was made simpler, more engaging and more informative for your teams. Please ensure all of your team (including new starters) have been taken through this training. The Produce Toolkit The Produce Toolkit is a fantastic supporting tool for Fruit & Vegetable Managers. Please make sure that you have this available in store and are using it to support the running of your department. The latest version can be re-ordered through Mount Farm if you require it. Quality and Freshness Guide As part of Future 3 Listen and Fix we launched the Quality and Freshness Guide for Produce. This guide clearly explains what is Green, Amber and Red standard for the quality of product that we should be displaying. Please make sure that your teams are familiar with this really useful guide. The Fruit & Vegetable Weekly News The Fruit & Vegetable Weekly News is the main communication tool for Fruit & Vegetable Managers to get all the key information to help you do your job. Any information relating to the range change will be communicated via the weekly update including: - Important operational guidance - Availability/ quality issues - Point of Sale updates - Relevant training material. In the 2 weeks leading up to range changes there will be more frequent updates via MyActions to give you up to date, accurate information on product availability. Additional Information 12

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16 We want to hear your feedback on the range change, so please any feedback to Show us how good your store looks after implementing the changes. Upload your photos to Yammer starting with #Fruit&VegWeek12