Mobile App Code Redemption Now at 25%

Continued growth of Mobile App…

The Foodservice Rewards mobile app was launched in January of 2012.  As of this month, over twenty-five percent of all Foodservice Rewards code redemptions are coming through the mobile App and it continues to grow each month.

 

 

Creative changes Increase Enewsletter Open Rates

The operator specific bi-weekly enewsletter open rates increased to over 20% in 2013…

ExtraPoints eNewsletter open rates  increased versus 2012 due to the new creative, subject lines and mobile accessability.

 

Broker MVO Training

Broker training made easy with video…

Many Foodservice Rewards sponsors are now sharing their Most Valuable Operator data with their sales and broker teams.   This information is being supplied directly into the sales teams existing Customer Relationship Management systems to make it easier to access and leverage.   To help launch the Foodservice Rewards data sharing, we’ve developed a training video to showcase how the data is seen and how it can be used.

 

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Update – How Operators Enter Reward Codes

While most operators still type in 12-digit Foodservice Rewards codes manually, the number continues to decrease in favor of faster options…

At the end of 2012, operators had five ways to enter codes.  Below are the percentage of codes entered using each method:

  • Type Online = 72%
  • Scan Online = 16%
  • Scan Using Mobile App = 9%
  • Mail In = 2%
  • Type Using Mobile App = 1%

The mobile App launched in January 2012, so we expect the number of operators using this feature to continue to grow.  While typing online is still the dominant method, other online code entry options are growing compared to what was reported for 2011.

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2012 Foodservice Rewards Recap

Foodservice Rewards provides visibility and measurable results for sponsors…

In 2012, a record number of operators earned points and had more SKUs to earn from.  Here’s a quick recap of major Foodservice Rewards statistics in 2012.

Sponsors – 32

Brands – 127

SKU’s – 2,951

New Operators -17,541

Redeeming Operators – 86,311

Cases Tracked – 22.5% of cases labeled were tracked or 19,361,193 total cases

Promotions – 113 resulting in an average of 12,208 incremental cases and 471% ROI

 

 

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Are Customers Leaking Out of your Sales Bucket?

The “Leaky Bucket” analysis provides Foodservice Manufacturers with an effective measure of their retention and acquisition efforts.

Foodservice Rewards has a new measure, called the Leaky Bucket analysis that simply measures the impact of new and existing operators on a manufacturer’s growth or decline (operators and case volume).

Using the analogy of a bucket, Foodservice Rewards measures what comes into the manufacturer’s bucket (new operators), what stays in the bucket (existing, loyal operators), and what leaks out of the bucket (lost operators).  The analysis includes operators that are engaged in Foodservice Rewards and compares two 12-month periods.  The analysis can be done by portfolio, category, or brand.

So what?  Manufacturers that understand their operator/case “leak” rate combined with their acquisition rate now have an annual benchmark from which they can more effectively measure their overall growth each year.  It also re-enforces the need to protect a sponsor’s “most valuable operators” – the customers that drive most of the volume.

Average leak rate is 20% across the coalition of participating branded sponsors. Imagine how large it must be within the broader foodservice world…Guessing 30% or more!

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90-day Rule determines – REAL NEW Business

90-day rule eliminates any “new members” from “new buyer” count…

Foodservice Rewards has over 120,000 active operators members in North America.   These operators LOVE earning points from the program and collect the bright yellow “reward stickers” from all the participating brands they purchase.

For new sponsors, we use a minimum of six months to ramp-up to a baseline of redemptions before considering promotions to drive “new business” since it takes some time for labeled product to work its way through the supply chain.

For new operator members, we use the “90-day rule”.   We know that 95% of new Foodservice Rewards enrollees enter their reward codes within the first month.  So, if a new member was already purchasing a sponsor’s product, then we know with a high degree of certainty that the reward code will be entered within the first 90-days.   When running “new buyer” promotions, the Foodservice Rewards team usually removes new enrollees that redeem within the first 90-days of their membership.   Relatively new members that redeem reward codes beyond the initial 90-day period are considered new buyers to sponsors they redeem from.

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Monthly Sales Dashboards

This report is a goldmine!

Sponsor sales teams are  now receiving a monthly one page dashboard that details their top new buyers, top lapsed buyers, and remaining sales opportunities by segment within Foodservice Rewards.  This report was designed to provide topline and timely data usable by sales, without overwhelming them with too much information.

Here’s what Drew Dozier of Advance Pierre says about the new sales dashboard…”This monthly report is a goldmine and will be followed up on!  The operator data is as close to being transactional as we can get and therefore, we must stay on top of lost redeemers to understand the situations”.

Mike Villano, VP Sales and Marketing, with Basic American Foods concurs. “Thanks for sharing this information.  It helps focus the team on the larger opportunities and points out some potential big gaps in volume.”

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Senior Management Reporting “Pushed” Each Quarter

Sr Management Dashboards provide top-line sponsor data quarterly…

The Foodservice Rewards team has created a simple report that is delivered quarterly via email to our Sponsors Management.  The purpose of the report is to provide a quick view of “street” volume tracked using the Foodservice Rewards program.  This quarterly report includes Case Redemption by Product, Operator Redemption by Product, Case Redemption by Segment, Operator Redemption by Segment, Quarterly Comparison of Product Redemption and Top 20 Operators Redeeming that quarter.  Examples below:

 

Dashboards Simplify Foodservice Rewards Reporting

Foodservice Rewards Dashboards in Cognos Simplify Operator Data Delivery…

Sponsors use Foodservice Rewards to understand who their “street” operators are and what products they are purchasing.  This information is housed in a database and made available to our sponsors 24/7 using Cognos “eTelligence”.  Many sponsors choose to have their assigned Coalition Manager pull reports on their behalf.   

The Foodservice Rewards team created easy-to-use dashboards to help our sponsors navigate their top-line data.  Examples of the three dashboards are below:

Enrollment Dashboard – Includes Sponsor Operators by Segment, Sponsor Operators Compared to FSR Member Operators, Top Operators Redeeming from Sponsor, and New Operators attached to Sponsor by Month

eTelligence Enrollment Dashboard

Operator Mapping Dashboard – Includes Attached Operator Dispersion versus Total FSR Operator Dispersion

eTelligence Operator Mapping Dashboard

Redemption Dashboard – Includes # of Cases Redeemed through FSR by Quarter and # of Operators Redeeming by Quarter

eTelligence Redemption Dashboard

 
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