T H E S A L E S A D VA N TA G E O F D I R E C T-S T O R E -S E R V I C E
Each retailer DreyerØs serves is unique, but they all have one thing in common ¬a
desire to maximize their ice cream sales and profits. The companyØs direct-store-service
system offers a solution to each of them.
Large chain grocery stores account for the majority of packaged ice cream sales in the
U.S. and DreyerØs branded portfolio accounts for a 20 percent share of this channel.
Leveraging the DSS system to drive sales of its branded portfolio and grow this share
is DreyerØs primary goal. Chain grocers have large ice cream assortments, high-volume
turnover, limited storage space for frozen food inventory and active promotional
calendars. Working within these parameters, DreyerØs offers chain grocers a range of
service solutions from category management to optimize their ice cream assortment,
to scan-based trading to minimize their inventory and logistical requirements.
Retailers selling ice cream outside of the traditional grocery channel address the
gamut of consumersØ shopping occasions beyond the weekly grocery run. While their
retailing formats vary widely, they share a common need for strong, recognizable
brands and customized distribution service. Wal-Mart, like many supercenters,
demands national brands and timely replenishment to compete in food sales with
traditional groceries. 7-Eleven and other leading convenience stores require smaller
package sizes, a more indulgent product line and frequent distribution service to meet
their unique combination of rapid inventory turnover and limited freezer space. And
restaurants demand top brand-name products with distribution service tailored to
meet their specific needs. The flexibility of DreyerØs DSS system meets these varied
retailing requirements and provides the company with an unmatched opportunity to
leverage its brands into significant growth.
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