Natural Grocers Analyst Day 3.12.2015 FINAL
Transcript of Natural Grocers Analyst Day 3.12.2015 FINAL
Natural Grocers
Analyst Day
March 12, 2015
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Agenda
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Event: Location: NGVC Host:
Thursday, March 12th
10:00 AM to 10:15 AM Introduction Home Office Ashley MacLeod
10:15 AM to 10:30 AM Nutritional Health Coach Overview Home Office Jonathan Clinthorne, PhD
10:30 AM to 11:00 AM Marketing Update Home Office Trey Hall
11:00 AM to 12:00 PM Q&A with Executives Home Office Members of Executive team
12:00 PM to 12:30 PM Bus to Colfax & Washington Store
12:30 PM to 1:30 PM Paleo Brunch Colfax & Washington Store Karen Falbo, Jonathan Clinthorne, PhD
1:30 PM to 2:30 PM Store tour and “Market Days” Colfax & Washington Store Karen Falbo, Trey Hall
2:30 PM to 3:00 PM Bus to Distribution Center
3:00 PM to 4:00 PM Distribution Center tour Distribution Center Shawn Jordan, Sharon Wilson
Linda Galambos, Sharon Lewis
4:00 PM to 4:30 PM Bus to Home Office
Transportation will be provided to Colfax & Washington Store, Distribution Center and back to the Home Office
Introductions
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NGVC Host: Title:
Members of Executive team:
Kemper Isely Co-President
Zephyr Isely Co-President
Heather Isely Executive Vice President
Liz Isely Executive Vice President
Sandra Buffa CFO
Ashley MacLeod Director of Finance and Investor Relations
Jonathan Clinthorne, PhD Senior Nutrition Education Specialist
Karen Falbo Director of Nutrition Education
Linda Galambos Bulk Production Manager
Shawn Jordan Director of Business Operations
Sharon Lewis New Store Training Manager
Sharon Wilson Distribution Center Manager
Trey Hall Vice President of Marketing, CMO
Presentation material will be posted on our website at http://investors.naturalgrocers.com
Agenda
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An Overview of the
NHC Position
Karen Falbo, CN
Director of
Nutrition Ed
Lani Jacobs-Banner, BS
Web-District Supervisor
NHC
Beth Dokolasa, RD
Manager of Nutrition
Ed
Jon Clinthorne, PhD
Senior Nut. Ed
Specialist
Trevor Bennion, MS ACSM
Nut. Ed Specialist
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• One of our founding principals is our
commitment to offering free nutrition education
• Therefore, all of our stores have a full-time
Nutritional Health Coach (NHC) position
• This is one of the unique aspects of Natural Grocers that
sets us apart from our competition
Nutritional Health Coach
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• They are the store’s nutrition expert
NHCs must be covered by professional liability insurance
What is the NHC Position?
• NHCs are required to have a degree/certification
in nutrition or a related field• Examples: Dietetics, masters in biochemistry, masters
in nutrition, masters of nutritional therapy from a
college or university accredited by a regional and/or
national accrediting agency
• We have many RDs, CNs, CNTs, DCs, a MD, and several
NDs on staff
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Hiring New NHCs
• Education credentials are confirmed
• Applicants are screened to ensure that they have
adequate knowledge of nutrition, supplements, and
a nutritional philosophy inline with our own
• Candidates must pass final interview with store
manager
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NHC Training
• Beth Dokolasa coordinates NHC
training for the NED
• 10 NHC group training cycles
scheduled per year
• We have developed an extensive 6
week nutrition education program that
is mandatory all NHCs
• Ensures all of the NHCs have a
consistent message about
nutrition
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NHC Duties
• NHCs work on the floor in the vitamin aisle
performing vitamin aisle duties
• During this time they are supervised by the vitamin manager
• Provide excellent customer service by being a supplement
expert
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NHC Duties
We have created
over 250 documents
for our NHCs to use
to help with the
individual coaching
sessions
• NHCs dedicate time to conducting free individual
coaching sessions
• This gives the NHC an opportunity to discuss individual
health goals and make personalized recommendations
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NHC Duties
• In 2014 NHCs reached approximately 21,000
people through coaching sessions
• Most common topics: Weight loss, food choices,
digestive health and supplement program review
NHCs are asked to
refer people to an
in-store class or
event if they want to
learn more about
topics
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NHC Duties
• NHCs also dedicate their time to conducting free
customer nutrition education classes and/or cooking
demonstration classes
• NHCs are expected to teach at least 4 classes each month
• Three classes per month must be taught in the store and one
class may be conducted as community-outreach.
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NHC Duties
• “Office” time is essential for the NHCs to be able to
adequately prepare for classes and coaching sessions
• Complete continued education
• Seek outreach opportunities
• Promote the NHC in-store customer classes, cooking
demonstration classes, and other store events and
services
� Prepare to host employee
trainings
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NHC Classes
• We currently offer 13 seminar style classes
• We have created 10 cooking demonstrations for
stores with demonstration kitchens
• Topics range from gluten-free baking to how to create
healthy chocolate
• Over 15,000 people attended our in-store classes and
cooking demonstrations in 2014
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• In addition to supporting our commitment to Nutrition Education NHCs support store sales• Bring new customers into the store and introduce the community
to the NGVC difference
• Support new stores with Grand Opening events
• Represent a nutrition and supplement expert in the store
• Build the Guest Speaker Program
• Reach out to local chefs, healthcare practitioners, and other qualified community members to offer seminars and cooking demonstrations
• Offer a number of in-store classes and host health fairs
NHCs are an Asset to Stores
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Summary of NHC Position
• NHCs provide excellent customer service in the vitamin aisle
• NHCs conduct coaching sessions, teach classes and perform outreach and host health fairs
• NHCs also host the stores monthly meeting• Educate the store staff about a nutrition topic the content of
the month’s Health Hotline
• The NHC job is incredibly unique• NHCs are required to have a solid understanding of biology
• They must be inspiring public speakers
• Follow legal guidelines when talking about nutrition and health
Accelerating Momentum Begins With
A FOCUSED BRAND
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Trey Hall, Vice President of Marketing, CMO
A Focused Brand Development Roadmap
Agenda
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1. Consumer Identification – Identify consumers and how they are segmented.
2. Messaging – Identify the most motivating messages to our current/future
customers and messages that most differentiate us. What’s our brand statement?
How do we approach the brand’s 60th anniversary?
3. Enhancing New Store Marketing/revisiting focus stores and markets with strong
PR/social media blitz, traditional DM, on-going market buzz and Focused Internal
and External Teams.
1. Branding Enhancement – consistent, modern, differentiating – starting with the
website and eventually impacting all consumer touch points including store
merchandising and CRM. Build PR and social presence.
2. Create Brand Guidelines Book – in order to create focused brand messaging
(keeping between the lines) write, produce brand book for internal and external
vendor use. One voice, one brand.
Build The Brand Foundation
Update The Brand Face
Marketing Plan of Action
Institute Strategic Initiatives
1. Website Scrape and Build– Simple, interactive, differentiating with real utility and
purpose. Early April Launch
2. Loyalty Program – Designed to leverage shopper data to increase sales. Utilizing
key experts: cloud based software and world class customer data handling from
NCR. Deep experience and passion running loyalty programs from Reach
Influence. Strong coupon content and CPG relationships from Inmar and Mambo
Sprouts. April Test
3. Store Environment Enhancement – build stronger emotional experience within 4
walls. Tell stories about what we do differently. 1st Store May
4. In-Store Real Estate Revenue Creation – Take under utilized real estate within 4
walls to build revenue – demonstration kitchens & community rooms.
5. Marketing Plan Testing - understand the best vehicles to reach our customers,
deliver our message and drive traffic.
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A Focused Brand Development Roadmap
Initiate Strategic Initiatives
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The Brand FaceSome Examples
The Brand Face
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Build PR And Social Presence
NGVC must aggressively use a PR and Social media campaign (tied to our
consumer directed messaging) to build overall awareness about Natural
Grocers while:
• Telling the Natural Grocers story and history
• Educating consumers about what Natural Grocers is and the products it offers
• Teaching consumers about the health benefits of natural, organic food and vitamins
• Speaking directly with consumers through Natural Grocers social media channels
• Using third-party spokespersons, including moms and parents, wellness experts, people
with dietary considerations, Natural Grocers employees, etc. to share their Natural
Grocers experiences
NGVC must find itself in national health and nutrition publications 1-2 times
per month. We must reach local and regional outlets with our story and
deliver content to influential nutrition, wellness and lifestyle bloggers with
large followings.
The Brand Face
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Tucson Has Had Significantly More Launch Buzz Than
Previous Launches – Reno vs. Tucson Example
The Brand Face
Natural Grocers
Reno Store Opening Media Coverage
Opening: October 26, 2014
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Tucson Has Had Significantly More Launch Buzz Than
Previous Launches – Reno vs. Tucson Example
The Brand Face
Date Outlet Outlet Type
1/9/15 Arizona Daily Star Newspaper
1/9/15 Arizona Daily Star Social Media
1/9/15 Inside Tucson Business Newspaper
1/9/15 #NaturalProducts Blog
1/9/15 TucsonTopia Blog
1/9/15 CNN Money Online
1/9/15 Chain Store Age Online
1/9/15 ProTucson Social Media
1/9/15 Inside Tucson Business Social Media
1/9/15 Family Cryo Bank Social Media
1/9/15 Inside Tucson Business Social Media
1/9/15 Eden Nuganics Social Media
1/9/15 Paul Rosado Social Media
1/10/15 Supermarket News Today Online
1/12/15 Arizona Public Media Broadcast
1/14/15 KGTH-FM Broadcast
1/14/15 Perishable News Online
1/19/15 Circle of Food Blog
1/20/15 Local Food Concepts Social Media
1/20/15 The Wheatgrass Girl Social Media
1/20/15 KVOI-AM "Wake Up Tucson" Broadcast
1/16/15 3 Story Magazine Magazine
1/21/15 Arizona Families Blog
1/22/15 KGUN-TV (ABC affiliate) Broadcast
1/22/15 Arizona Public Media Broadcast
1/22/15 Got2B Gluten Free Social Media
1/23/15 Inside Tucson Business Newspaper
2/12/15 Gourmet News Newspaper
Natural Grocers
Tucson Store Opening Media Coverage
Opening: January 20, 2015
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Brand Guidelines Cover
The Brand Face
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Brand Book Table Of Contents
The Brand Face
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Brand Book “Reason For Being”
The Brand Face
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Brand Book “Reason For Being”
The Brand Face
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Strategic InitiativesSome Examples
Strategic Initiatives
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Strategic Initiatives
Website Homepage – Desk Top
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Website Product Navigation – Desk Top
Strategic Initiatives
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Website Store Navigation – Desk Top
Strategic Initiatives
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Website Navigation – Smart Phone
Strategic Initiatives
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Loyalty Program
Strategic Initiatives
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Loyalty Program
Strategic Initiatives
Q&A with Executives
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Kemper Isely, Co-President
Heather Isely, Executive Vice President