Kroger Training

2s [SPEAKER_02]
Hello, America.

4s Today, thousands will try, but few will make it as Select Media Services' best merchandiser.

11s Let's discover who's going to be America's not-so-idle merchandiser.

17s Today's competition is at the Kroger Retail Food Chain.

20s Judging the competition will be the persnickety and downright nasty Englishman, Simon Growl.

26s [SPEAKER_04]
And thanks for that introduction twit.

29s [SPEAKER_02]
Our second judge is an SMS celebrity, Paula Not Cool.

33s Welcome, Paula.

34s Thank you, Bob.

35s Contestants are vying for the top spot as SMS's not-so-idle merchandiser.

41s First, we have Willie Make It.

43s Willie traveled cross-country from Goose Egg, Iowa to compete here tonight.

47s Good luck, Willie.

48s In your face, Betty.

49s I'm gonna be America's next top merchandiser.

52s Our second contestant is Betty Don't.

54s Betty is a part-time sister to a family of thirteen in Atlanta and full-time pickle collector.

60s Good luck to you today, Betty.

62s [SPEAKER_00]
That's what you think, Willie.

64s I'm gonna be America's top merchandiser.

65s Chew on that.

67s [SPEAKER_02]
Let's begin the competition with Willie.

69s [SPEAKER_01]
The first thing that they have to do for the competition today, Simon, is call in from the customer service desk phone.

75s [SPEAKER_04]
Let's get on with it already.

76s I've got a tea time at two.

78s Who's up first?

80s Oh, the bloke.

82s [SPEAKER_01]
Cool it, Simon.

83s Yes, Willie's logging into the IVR with his ID, password, chain, and store number as we speak.

90s For those who might want to try out for American Not-So-Idle merchandiser, remember that the chain number will vary by state or region.

97s [SPEAKER_04]

117s [SPEAKER_01]
It's early in the competition, Simon.

119s Try not to eliminate them yet.

121s We should let future competitors know that they should wear their Select Media badge for SMS accounts and their Newsgroup badge for TNG accounts.

129s [SPEAKER_02]
It's time to move on to the receiving portion of the competition.

133s Here, Betty is getting new products from the receiving area, specifically Drug General Merchandise, also known as DrugGM.

140s [SPEAKER_01]
When it comes to receiving, Kroger stores may vary.

143s The DrugGM area of the store is often in the back, near the meat department.

148s You sailed through the first part of the competition, Betty.

151s [SPEAKER_00]
What are some tips to get you through this portion?

154s As you can see, I have an invoice that was left here by the driver, and I take this invoice and I match it up with the totes that are left by the driver, and make sure that the product here goes with this store that I'm working today.

167s [SPEAKER_01]
I can see the store number and the address on the label.

170s Betty uses that to verify the order.

173s And if she doesn't see it, she calls her supervisor.

176s [SPEAKER_04]
Look at Willie.

177s I think he received a tote for another store.

180s [SPEAKER_01]
Hopefully he'll set it aside for the driver to pick up.

183s Looks like he did.

184s He's not wasting any time notifying his supervisor and calling the customer service number found on his paperwork.

191s [SPEAKER_04]
Unless he's calling for carryout.

193s I could use a pizza right now.

195s I've got a gig at eleven.

196s [SPEAKER_01]
.

196s Now, if he didn't have an invoice, he should have called customer service to have a copy faxed to the store.

202s [SPEAKER_04]
That call could help make him America's not-so-idle merchandiser.

207s [SPEAKER_01]
Oh, look at those totes.

208s I love the colors.

209s They match my outfit.

211s [SPEAKER_04]
With feet like yours, you could wear them as shoes.

215s The totes are what most of the books and magazines are delivered in, although we get an occasional box or two.

222s [SPEAKER_01]
Thanks, smart guy.

223s Looks like they've got a light load.

225s Delivery can range from two or three, sometimes up to thirty totes.

229s It's interesting to note that the blue shoes, I mean totes, jerk, are sometimes the same color used by Kroger's Payton Warehouse.

238s Betty and Willie need to be sure they keep TNG's totes separate.

242s [SPEAKER_04]
Look at those labels on the totes, Paula.

244s [SPEAKER_01]
Those labels are letting Willie and Betty know if there are books or magazines inside.

249s [SPEAKER_04]
I thought it was the color of the tote.

251s [SPEAKER_01]
Let's check in with Willie to see how he's doing.

254s [SPEAKER_03]
Hey, Paula.

255s Making sure I know who I'm working with at this store.

259s [SPEAKER_01]
So it's true that check-in and check-out varies by store and by division?

265s [SPEAKER_03]
That's right.

266s In some stores, it'll be the receiver.

269s In others, it'll be the drug GM.

272s So that's why it's very important that you're supposed to know who you're working with in each store.

277s [SPEAKER_01]
That's great advice.

278s Thanks, Willie.

280s [SPEAKER_04]
And on that note, make sure the drug GM or receiver knows that you are in the store and that he or she has checked in the books prior to you servicing them.

291s [SPEAKER_01]
Look at what Betty is doing right now.

294s She's making sure Kroger personnel runs the store DSD through the back door.

299s which means the payment for this product is processed.

302s The DSD is placed in the newsgroup folder or TOTE designated for paperwork for the driver to see on the next visit.

310s It's an extremely important step.

313s [SPEAKER_04]
Like Betty here, contestants must complete this process before they service the books to ensure TNG is paid for this product.

321s But the magazines don't need to be checked in, so you may want to start with them first, like Willie is doing here.

328s [SPEAKER_01]
It looks like both Betty and Willy are ready to place all of the ship product on the sales floor.

334s [SPEAKER_04]
That's because there is no backstock in the Kroger program.

338s See, even I know that one, Miss Smarty Britches.

341s And the only exception would be Book of the Month or Spotlight Titles, which of course would be my bestselling book, Simon Growl, You Suck as a Merchandiser.

353s [SPEAKER_01]
That sounds like such a motivational book.

356s [SPEAKER_04]
Oh, stick it in your ear, dear.

358s [SPEAKER_02]
Let's get these future merchandising idols to the next part of the competition, the displays.

364s [SPEAKER_01]
Kroger has several types of displays that vary by store and region.

368s [SPEAKER_04]
Although all of the various displays are important sales opportunities, the key displays are the mainline, feature towers or pockets, book of the month fixture and checkouts.

383s If it's your first time servicing, confirm with your supervisor which displays are in your store.

389s [SPEAKER_01]
Additional displays may include the pill book display or a whole health end cap in the pharmacy, the cookbook spinner, and a book and magazine wine rack.

399s Some Mid-South and Mid-Atlantic division stores may have a Random House children's power panel located near the diaper or baby aisle or an American Girl spinner.

409s The majority of Kroger's Atlanta stores also have a Southern Living Power Wing located on the end of the aisle in various locations.

417s [SPEAKER_04]
, there's the most important cross-merchandising book rack for all stores.

422s In Atlanta, this fixture is called the Lobby Table.

425s For all other divisions, this is called the Book of the Month Best Seller Spinner.

430s Select central stores have an additional front entrance table.

434s This table has the Book of the Month and Spotlight titles, media picks and feature book titles.

441s It can either be located near the front entrance or the checkout area.

446s [SPEAKER_01]
, and finally, each Kroger store has magazines at the checkouts.

450s [SPEAKER_04]
The number of pockets and title selections will vary by store.

454s Some checkouts will have a pocket with a feature logo.

458s Read your weekly Kroger newsletter for titles for this space.

463s For more about checkout planograms by division and by store, go to the SMS Biz site.

471s [SPEAKER_01]
We're back at the main line with Betty and Willie.

473s Let's see how things are going.

474s [SPEAKER_00]
Betty?

475s Well, you know, ever since I found my Kroger account newsletter and the book reorder forms, it's just been all downhill from there.

481s Great.

481s Willie?

482s [SPEAKER_03]
You know, Betty, I get that newsletter too.

484s It has the magazine and book information we need to serve this entire store.

489s Thank you both.

491s [SPEAKER_04]
Looks like Betty and Willie have a little cleaning up to do.

495s Better them than me.

496s [SPEAKER_01]
Because you have a hair appointment at nine, right, Simon?

499s Anyway, they're removing anything that gets in the way of completing their service.

504s [SPEAKER_04]
Tart.

505s They're starting to scan for out-of-date magazines.

508s [SPEAKER_01]

526s [SPEAKER_04]

543s

573s [SPEAKER_01]

593s

613s [SPEAKER_04]
Betty's been very good at checking all the details.

616s She pays attention to the checkout lane priority sequence at opening.

621s [SPEAKER_01]
You're right, Simon.

622s Most Kroger stores open the U-scan registers first, so she's making sure those magazine pockets are full.

629s [SPEAKER_04]
I've noticed that in my travels there are certain regular checkout lanes that are more heavily shopped than others.

636s Like Betty here, Willie should be packing out those checkout lanes while using copies more sparingly at the registers that are seldom open.

646s [SPEAKER_01]
For once, Simon, sage advice.

649s Let's see how the gang is doing.

650s Willie?

652s [SPEAKER_03]
I've moved all the magazines around at the checkout in which I do every visit.

656s ensuring that all the pockets have copies.

660s [SPEAKER_00]
And you, Betty?

661s This is nothing new for me.

662s This is basic merchandising.

664s The only difference is that I make sure that the copies are pulled forward so that the divider does not show.

670s [SPEAKER_01]
You heard it here first, Simon.

672s The competition has been stepped up a few notches.

674s [SPEAKER_04]

699s [SPEAKER_01]
As you know, Simon, the magazines at Kroger are part of the Scan Based Trading Program, or SBT.

706s This means that Kroger has only paid for the magazines that are scanned through their registers.

711s In order to avoid shrink, and for TNG to receive credit for the magazines that didn't sell, all unsold magazines need to be returned for proof of that non-sale.

722s [SPEAKER_04]
Betty and Willie have taken all the old magazines off the shelves so they are no longer on sale.

728s [SPEAKER_01]
Now they're taking the returns back to the Drug GM area.

731s You know, it's interesting that some Kroger divisions require that the merchandisers complete the return process and others do not.

738s [SPEAKER_04]
They'll need to refer to individual Kroger Division return procedures for more information.

745s [SPEAKER_01]
The magazines must be placed in the magazine totes in their entirety.

749s That means covers intact.

751s They should seal the totes and leave them to be returned to the warehouse by the TNG delivery drivers.

757s [SPEAKER_04]
This is a nice surprise.

758s Willie is keeping the titles together so they can easily be counted by the warehouse staff when they're returned.

766s [SPEAKER_02]
Now for the more demanding part of our competition, the book service.

771s This service will make or break both of our contestants.

774s [SPEAKER_04]
You know, Paula, you keep bringing up this Kroger newsletter.

778s Why is it so bloody important?

780s [SPEAKER_01]
The newsletter is considered to be the most important tool needed for servicing a Kroger store.

786s For the book service, it explains what new books will arrive in the order and where they should be placed.

792s [SPEAKER_04]
It looks like Willy has a bestseller reorder form.

795s I take it it's included with the newsletter?

797s [SPEAKER_01]
That's right, Simon.

799s It also functions as the bestseller plan-o-gram.

802s [SPEAKER_04]
, Betty's jumped right in, servicing the Book of the Month fixture first.

806s [SPEAKER_01]
This fixture includes some of the newest books on sale, such as the Book of the Month or Spotlight, as well as other featured titles.

813s [SPEAKER_04]
That means my book will show up on that fixture.

817s That's bloody wonderful.

820s [SPEAKER_01]
Great.

820s His head just keeps getting bigger.

822s If you're watching Betty, she's displaying those titles on the national lay down or on sale dates on that exact date.

830s [SPEAKER_04]
If a merchandiser is not servicing the store on that date, he or she needs to make sure the drug GM is aware so that the store will set the titles out on the book of the month or BOM fixture.

854s

872s [SPEAKER_01]
When setting these books, they need to place them with this signage on the proper fixtures.

887s These titles are paperbacks, hardbacks, or trade paper titles.

891s Both Betty and Willy are placing them on both the bestseller display and BOM fixture.

897s [SPEAKER_04]
Well, our contestants will have to be careful here, since Kroger is required to sell a book at the price listed.

904s TNG could be fined for any discount signage not removed by the scheduled expiration date and the book sells at the wrong price.

914s That can be an expensive mistake, Paula.

917s [SPEAKER_01]

933s [SPEAKER_04]
Looks like Willy is moving ahead of Betty and is ready for the next step, which is servicing the bestseller fixture.

941s Some stores, like this one, may be on an end cap.

945s [SPEAKER_01]
As you know Simon, bestsellers are determined on a weekly basis and must be switched out accordingly.

951s

975s [SPEAKER_04]
Both Willy and Betty should have received new titles listed in their notes for the feature planogram.

991s [SPEAKER_01]
These are top-selling titles that did not make the bestseller list for the month.

995s [SPEAKER_04]
.

995s Some of these titles will have higher sales than even the best sellers, so it's critical that both of them reordered their out-of-stock titles.

1004s Depending upon your store's hardback footage, you may notice other sections such as inspirational, cookbook, family living, etc.

1015s For more information about these additional sections, merchandisers should ask their supervisor.

1021s [SPEAKER_01]

1046s .

1046s Well, I believe she either contacted her supervisor for her store's individual planogram, or she downloaded it from the SMS Biz site.

1057s Unlike the hardback sellers, Betty and Willie are merchandising these titles vertically.

1065s [SPEAKER_04]
For our future merchandisers out there, be sure to reorder low or out of stock titles.

1072s And once the titles have moved off the list, at least one facing of each title should be moved to the bottom of the rack into the previous bestseller section.

1083s [SPEAKER_01]
Competition is getting tight.

1085s Both Willy and Betty are moving into the second four-foot section of paperbacks, which are new releases.

1091s [SPEAKER_04]
This section includes rising stars, like moi, impact, opportunity, and hot titles.

1098s Again, like me.

1099s [SPEAKER_01]
Ah, right.

1101s Smaller stores may also have series romance in this section.

1105s The new release titles change out each month.

1108s The third four-foot section will be feature authors.

1111s Stores will receive three to four titles by the same author that should be merchandised together.

1117s [SPEAKER_04]
That brings us to the children's section, Paula.

1120s Again, Willy and Betty are running neck and neck placing new children's titles.

1125s Looks like Betty is merchandising a wide variety of formats such as little golden books and colouring and activity books.

1133s If she had received a monthly prepack for the children's section, she also would need to refer to the children's POG to reorder.

1141s That's something everyone should do.

1143s [SPEAKER_01]
Looks like Willy's going back to make sure he's serviced all cross-merchandising racks.

1148s [SPEAKER_04]
Like Willy, merchandisers should check these racks each visit, even if they don't receive new product.

1155s They should make sure all pockets are full and place reorders as needed.

1160s If a merchandiser needs to reorder, a reorder form for all items should be faxed or emailed to the correct servicing book location.

1169s Contact your supervisor for this information.

1172s [SPEAKER_01]
Like all retail stores, Kroger stores participate in various promotions throughout the year.

1177s That means that merchandisers will receive product that should be placed in the corrugation provided.

1183s [SPEAKER_04]
And if the store refuses to put it up, Paula?

1185s [SPEAKER_01]
Merchandisers should report all display refusals to customer service immediately.

1190s If for some reason you do not receive corrugation

1193s , contact your supervisors so that they can either help locate or replace the display.

1198s Hold the product in backstock until the issue has been resolved.

1202s Do not place it on the mainline.

1204s If you do this, the mainline will not be compliant.

1207s Read the weekly newsletter for a list of all current displays and return any not listed.

1212s [SPEAKER_04]
Once again, Betty and Willy are visiting and straightening, and will place reorders for all sections of the store.

1219s It's going to be close, Paula.

1221s [SPEAKER_01]
It sure is, Simon.

1223s If at any time a display or fixture which belongs in a Kroger store is missing or damaged, make note of it and contact your supervisor.

1232s Now that all of the books have been taken off the shelves and are no longer on sale, our marvelous merchandisers are placing them in their entirety.

1240s Betty added her final touch already by wiping down all of the fixtures serviced by SMS as she filled them.

1261s [SPEAKER_04]
Willie waited until the end.

1263s Now he has to run back and clean.

1265s This is going to count against him.

1268s While Willy is wiping, Betty has moved onto the checkout.

1271s She's calling from the store phone to log out of the IVR and it looks like she's completing the required survey.

1281s [SPEAKER_02]
The competition is done and the contestants are waiting for the final judgment.

1286s Who's going to be America's Not-So-Idle Merchandiser?

1290s [SPEAKER_01]
, but Willie made a few mistakes with his organization and cleanliness, so I'm going to vote no.

1298s Simon?

1299s [SPEAKER_04]
Paula, for once I'm going to agree with you.

1302s Willie started out strong but forgot the details, which you can never do as an SMS merchandiser.

1309s Betty, on the other hand, was pitch perfect.

1311s So it's yes for Betty and no for Willie.

1316s [SPEAKER_01]
Congratulations, Betty.

1318s And Willie, good luck next year.

1320s [SPEAKER_02]
Well, this is Bob the announcer, and you've just watched another competition of America's Not-So-Idle Merchandiser.

1328s Good night, everyone.