Merchandiser Requirements - California

Version 3.0

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The stocking requirements are designed to outline the expectations that merchandisers must adhere to for Flowers brands and products. It is created for educational and instructional purposes only.

All and any resemblance to any other materials out there is purely coincidental and not intentional.

The use of this educational tool for any other purpose outside the relationship between Flowers Bakeries and the contracted corporation are strictly prohibited without the written consent from Flowers Bakeries. The contents and images used in this manual are confidential and proprietary to the intended users only and may not be republished.

All inquiries regarding the Service & Stocking Requirements should addressed to your supervisor.

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Payroll/Timesheets

Merchandising Representative is required to clock in and clock out for work shift using Flowers Interactive Voice Response process. Flowers management review and approves timeclocks for accurate punches each week.

In-field training

Flowers management is expected to train at stores before deploying Merchandising Representative to service on their own.

Proof of Work

Representative is required to sign in and out of vendor book of each store for proof of work completed.

Store visit pictures of shelves, displays and backstock will be required to be captured before stocking and after stocking. Pictures will be sent to the process defined by Flowers management.

Mileage Reimbursement

Merchandising Representative is required to track mileage from first store to last store and submit to Flowers management through the defined process for reimbursement

Personal phone use

Merchandising Representatives will use personal cell phone for communication

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Flowers Bakeries expects our partners to maintain a neat and organized appearance always adhering to our retail partners vendor dress code policies

Expectations are:

• Collared shirt • Work pants or khaki’s (no jeans) • Shoes (no sandals)

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Brand Portfolio

Flowers offers some of the strongest brands in the industry on a national and regional level

• Nature’s own Honeywheat is the #1 loaf of bread in the U.S.

• Nature’s Own Butterbread is the #1 premium white bread in the U.S.

• Dave’s Killer Bread is the #1 Organic loaf

• Canyon Bakehouse is the #1 Gluten Free bread in the U.S.

• Wonder bread has a 98% awareness among consumers

• Several regional brands are sold in California

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TIME SCHEDULE

72 – 77

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Product Rotation and Backroom Standards

Merchandise product on shelves and displays per Flowers Bakeries rotation requirements and retailer plan-o-gram requirements ▪ Ensure shelves and displays are stocked fully, from the back of the shelf or display to the front edge ▪ “TUCK the Tails” of bread and bun products for merchandising excellence ▪ Do not stock product to hang over any portion of the front edge of the shelf ▪ Handle the product with care being cognizant not to damage ▪ Do not stack breads or rolls more than 2-high on the shelf ▪ Stock product neatly and organized on shelf or display ▪ Do not pile products behind others, jamming shelves where product doesn’t belong. Each product has a designated capacity/allocated space. ▪ Place older products on high traffic displays or best-selling positions ▪ Stock older dated products to be purchased first, with newer dated product stocked behind or underneath (First in, First Out) ▪ Ensure sellable backroom stock is group by product with top trays being first to shelf of each product (First In, First Out) ▪ Organize and stack empty trays by color and type ▪ Ensure all empty tray stacks are placed on dollies ▪ Place empty trays and dollies in the assigned location for pickup

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STORE ARRIVAL

Ensure name badge with company logo is worn on front of shirt or jacket Check in with a member of store management, sign into the vendor log if required • Example – Hello, My name is Reps Name , representing Flowers Bakeries and I am here to stock and straighten out Flowers Bakeries brands (Nature’s Own, Dave’s Killer Bread) at your store. I wanted to check in to let you know I will get started with straightening out and stocking any product to your shelves and displays. I’m going to look around the store but are there any displays you aware of that need to be stocked? Determine where sections and displays are to stock and then locate sellable product in the store's backroom storage area to bring out to the sales floor • Locate older dated product to be stocked first (First In, First Out) • Bring 1 – 2 stacks of product at a time on to the sales floor to stock • Return empty trays to the backroom, bringing out an additional 1 -2 stacks DETERMINE STOCKING LOCATIONS Merchandise product on shelves and displays per Flowers Bakeries rotation requirements and retailer plan-o-gram requirements • Ensure shelves and displays are fully merchandised, from the back of the shelf or display to the front edge • “TUCK the Tails” of bread and bun products for merchandising excellence • Do not stock product to hang over any portion of the front edge of the shelf • Handle the product with care being cognizant not to damage • Do not stack breads or rolls more than 2-high on the shelf • Do not pile products behind others, jamming shelves where product doesn’t belong. Each product has a designated capacity/allocated space • Place older products on high traffic displays or best-selling positions • Stock older dated products to be purchased first, with newer dated product stocked behind or underneath (First in, First Out) • Ensure proper signage is placed on shelves and displays for promotions Ensure sellable backroom stock is group by product with top trays being first to shelf of each product (First In, First Out) • Organize and stack empty trays by color and type • Ensure all empty tray stacks are placed on dollies • Place empty trays and dollies in the assigned location for pickup ORGANIZATION AND BACKROOM STANDARDS EFFECTIVELY MERCHANDISE PRODUCT

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DETERMINE STOCKING LOCATIONS

ORGANIZATION AND BACKROOM STANDARDS

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DETERMINE STOCKING LOCATIONS

EFFECTIVELY MERCHANDISE PRODUCT

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ORGANIZATION AND BACKROOM STANDARDS

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Merchandising

Merchandise product to the schematic you see when arriving for service

• Do not make changes to the way the product is set on the shelves

Planograms are also referred to as shelf schematic or a modular.

A planogram is a basic merchandising plan set by the retailers merchandising department.

The purpose of a planogram is to display uniformity and organization for consumer-packaged goods. It will also maximize consumer impact, creating a banner effect at times to your brands

The following are three commonly used sets: • Vertical or Ribbon set • Horizontal or Family Style set • Combination (Vertical & Horizontal)

Example of a vertical plan-o-gram

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Example of a combination plan-o-gram

BRANDED OR

BRANDED ORGANIC

Competitor “B”

BUNS Competitor “B”

STORE BRAND ORGANIC

Organics

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Here is an example of 4’ on 7 shelf plan-o-gram. As you see, NO Butterbread has 9 facings in this plan-o-gram. • This means a minimum of 9 loaves are expected to be in this position. • Do not stock Nature’s Own Butter Bread in any other section or space unless on an approved display

Competitor “B”

visual plan-o-gram

Organics

retailer plan-o-gram

Here is an example of 5’ on 7 shelf plan-o-gram. As you see, Wonder Classic has 11 facings in this plan-o-gram

• This means a minimum of 11 loaves are expected to be in this position • Do not stock Wonder Classic 20oz. in any other section or space unless on an approved display

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Dave’s Killer Bread products are to be stood up and stocked on the heal to maximize packaging impression to consumers.

BRANDED OR

BRANDED ORGANIC

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Purpose of a secondary displays

• Create a point of interruption (POI) to consumers shopping outside the commercial bread section • Increase sales velocity on promotional products to break even on discounted retail pricing • Improve brand awareness and increase availability • Obtain trial to your product from consumers not necessarily shopping for your category

▪ Merchandise and stock only the products that are approved to be on the display.

▪ Review the existing assortment and signage on the display to determine what the products are included in the promotion

▪ Ask a manager if you have concerns on whether a particular product or brand should be stocked on a display

▪ If there are multiple products on a display, stock the same products grouped together on the same shelf or section of the display. i.e., Nature’s Own Honey Wheat should be stocked on the same shelf in an organized, consistent fashion – billboard effect ▪ Avoid scattering different color patterns of products on displays. It creates a messy look and deters consumers from shopping off-rack displays

▪ Properly rotate by stacking older dated product on top of newer dated product (First In, First Out)

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Types of Displays

Display Table

Display Table

Cardboard Hutch

End Cap

Rack

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▪ Ensure trays and dollies are well kept and organized in the backroom when stocking is complete

▪ Empty trays are to be crosshatched by color with no mismatching of different trays

▪ Ensure you stack extra fresh backstock dot to dot, so product does not get squished

▪ All product should be staged and stacked on 4-wheel dollies

▪ If another supplier is using Flowers bakery trays or dollies, please make your manager aware to alert Flowers

Product Trays

Dollies

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Product Rotation and Backroom Standards

1. Rotate and organize backroom before leaving the customer.

2. Organize and stack branded products together

3. Organize and stack DKB & CBH products together

Older dates at the top of stack

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