T H E C U S T O M S E R V I C E C A PA B I L I T Y O F D I R E C T-S T O R E -S E R V I C E
In 1994 DreyerØs embarked on a plan to expand its distribution nationwide and grow
its share of ice cream sales to reach preeminence in the ice cream industry. Today
DreyerØs nationwide direct-store-service (DSS) system includes a coordinated network
of five factories, 41 regional sales offices and 57 frozen transport depots, cross-docks
and warehouses. Technology links these sites together providing computer-assisted
ordering, inventory management, production forecasting and dynamic delivery routing
capabilities. Today the companyØs DSS system serves thousands of ice cream retailers
in all 50 states and reaches more than 90 million U.S. households.
There are more retailers selling packaged ice cream today than ever before, ranging
from nationwide chain grocers to local corner convenience stores. Each of these
retailers has distinct product arrays and sales patterns, and as a result, unique
distribution needs. Larger retail stores with broad ice cream assortments require
frequent, large deliveries. Smaller venues with less freezer display space and limited
assortments require smaller deliveries.
To maximize both sales opportunities with its retailers and the efficiency of its DSS
system, DreyerØs customizes service to each location. For smaller volume stores, one
salesperson driving a small route truck can quickly and efficiently serve a full route.
For larger volume chain grocers, there may be up to four DreyerØs employees in the
service team, each moving independently through their own routes. The team
includes a delivery agent unloading palletized orders from a 40-foot refrigerated truck,
two merchandisers restocking the ice cream assortment in the frozen display aisle,
and a route salesperson forecasting the order for the next delivery.
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