Our Customer Driven Year
We reached some big milestones in the second year of our transformation into one of the most customer driven retailers in the world.
We’re proud of our response to COVID-19 together with our supplier partners.We became adept at shifting our focus to deliver fresh and dry grocery to stores as we moved in and out of lockdowns, and worked hard to maintain our promotions. The seafood team had to completely revamp their supply chain overnight to a multiple factory production model, and still managed to deliver exceptional supply to stores that showed the strongest retail growth across our fresh departments.
Completed the first customer driven range reviews and commercial model changes.Our new commercial model and customer driven range review has gone live in several categories in New World and Four Square, with PAK’nSAVE joining the trial for the frozen departments. This will help us buy, range and display our products in a truly customer driven way as we focus on having the right products, at the right price, at the right time, on shelf for our customers.
Continued our partnership with dunnhumby.We continued to add to our suite of customer driven tools, and introduced store clusters for New World, PAK’nSAVE and Four Square that will help us to understand our customers across stores and regions and support us with making better decisions about the ranges we stock in store for them.
Changed the way we display products in New World stores.All suppliers who regularly display product have signed up to the new way of collecting store display co-op for New World, which makes it much more efficient to arrange store displays and helps our store buyers to promote and display the products that matter most to customers.
Integrated Lee Fish into our seafood supply chain.Lee Fish, our premium seafood brand, has now been integrated into our seafood supply chain. This meant we were able to deliver an additional 500+ tonnes of fish to our stores during FY21, and bring a first for New Zealand with a full winter promotional programme on snapper fillets.
Our partnership with celebrity chef Annabel Langbein took Simply Dinner meal kits to another level.We've created better tasting Simply Dinner meal kits that are easier to pack and include sauces crafted by Annabel Langbein.
Welcomed innovative new Seltzers into the liquor segment.Our new generation of customers are seeking lifestyle beverages that test the traditional boundaries of taste, perceived health and flavours. We met this need by launching grocery compliant Seltzers in our stores and customers have been curious, with 50% of purchases being incremental to our store sales.
Our Supply Chain teams shone in the face of extreme pressure and emotion during lockdown.
They stayed safe, strong and calm to keep our shelves stocked with everything our customers needed. We led the way for on-shelf availability through the global supply chain challenges and peak trading season so our stores could keep delivering to customers. The completion of the warehouse management system rollout notched up some big wins during the year, including nearly $4 million in efficiency gains to benefit our customers and stores.
We continued to focus on growing and retaining our key customers.
This was the first year in our three-year Marketing & Customer Experience strategy that now finds five generations of shoppers engaging with our brands.
To meet their needs and retain their loyalty, we reset our marketing processes and partners with the goal of unlocking value and accelerating change.
We also welcomed PHD and DDB into our Foodies family of agencies to help us achieve these goals.
Our technology just keeps getting better and better.
FY21 was the year that highlighted just how important technology is to both our core ability to run the business, and the initiatives we need to build our customer driven future.
- Technology supported our COVID-19 response by enabling remote working at scale, expanding online capacity, supporting Supply Chain through unpredictable and volatile supply and demand, and developing solutions to help keep our customers and teams safe.
- Supported a smooth and successful transition to our Landing Drive DC with the implementation of the warehouse management system and all our technology infrastructure and equipment across the site.
- Allowed us to continuously improve the customer eCommerce experience, with 28 webstore and 12 app releases throughout the year.
- Supported the Gilmours wholesale eCommerce platform as they continued to go from strength to strength in their service delivery.
- Extended our core digital technology platform to Four Square and Pams.