It Figures (1955)

[Music] in presenting it figures we that's the wrong figure how you ever get in here let's start again craft presents it figures featuring people you all know the grocery store operator is dairy clerk a shopper Dairy space competition he really swings out doesn't he well well a human being welcome sir this is Joe a craft salesman Joe like all craft salesmen tries hard to boost his sales and he knows Dairy has a big sales potential but Joe has problems the worst probably is the way that character Dairy space competition keeps cutting him down he cuts the store operator down even more but the store operator has so much else on his mind look here Mister Dairy space competition couldn't hurt you as much if you had more refrigerated display space study the record of dairy sales and profits and you'll see you probably know you can use more help too your dairy clerk is a hardworking gal but she has a lot to do besides taking care of the dairy Department the stock in the dairy case is getting low he says and I says what stock I sweep floors I work the checkout stand there's not much cheese at all in the case except a slow moving brand well let them take that I got to Mark the prices for the grocery department busy little bee that's me not my job but he tells me I do it sweep the floor stamp prices for the grocery department poor guy too busy to bother about the dairy department so am I too little display space for the dairy Department not enough help to keep the dairy Department in order what's the result a jumble I'll get to it as soon as I can sweetie the products people want out of stock well I can't be in three places at once and look who's coming I'll buy it if I know it if I see it but I don't see it so I don't buy cost sales and to complicate the situation here's that man again look what he's doing now subjecting the store operator to price cutting pressures more unknown unadvertised Brands dumped into the case crowding out Brands customers want the fast selling advertised products that deserve a good display from the standpoints of both profit and customer demand too often the last salesman who calls not store personnel or profit considerations determines display size Joe you just got to get through to the store operator for his own sake as well as for yours you like every craft salesman are recognized nationally as a dairy Department consultant yes you are looks good too and it means you're an expert in helping store operators realize all possible profit from dairy Department come on Joe try getting through to him that's it he knows you he respects you you can help him develop a dairy Department that produces 10 to 14% of the gross profit and at the same time act as a store traffic Builder but as a craft consultant you've got to go still farther show the store operator how to ring every possible Penny of profit from every square foot of space in his Dairy Department give him the facts and the figures these Progressive grosser figures are real eye openers profit per square foot per week of stor space and well-managed supermarkets produce averages $133 gross profit per square foot per week meat a69 Bakery 89 tell them to hold on Joe here it comes Dairy $3.15 per week per square foot the highest of any Department in the stores so far so good Joe he's got a picture now of what can be done in his own operation the next step is to help him make a study of his Dairy Department he probably hasn't realized the importance of it because Dairy is usually hidden under this key of the cash register and is usually supervised by a manager whose primary interest is meat or groceries so what that's no obstacle is it Joe hav't take a look at the plan the plan is a new plan but its Effectiveness has been proven and it will show that a well-balanced dairy Department boosts store profits no matter who supervises Dairy first Joe gets the figures on his fast moving items when you have the figures you'll no no Joe not this figure you want the sales figures have to watch these salesman all time that's better figures tell you 60% of dairy purchases are made on impulse so products that customers like must always be handy where the customer can see and reach for them to make this clear to your friend let's represent fast moving items with a blue band that's the way impress it on his mind next represent slower moving duplications with orange non-dairy items as black now here's the way to start those extra profits rolling in Joe fast selling items need extra space enough so they don't go out of stock for the heavy buying of rush hours help your friend to remove slow selling duplications there's stealing space that could be making a faster profit remove non-dairy items from the dairy section give them a place to themselves they steal profits here and they also confuse the Shopper now there's a chance to allocate space to each item based on its actual sales volume blue gets the most space orange less of course let him see how it works watch impulse buying delicious I'll buy it if I know it if I see it and if she can reach it but if the item she wanted hadn't been on display Bingo there' have been no sale no profit things would have gone like this here's a dairy Department before it had a plan what a mess want cheese you see Herring the operator who runs this place must be a mixed up kid sure non-dairy items often have a high margin but their turnover is slow nope and what good are high-profit items that don't sell especially when they take the space fast selling items ought to have and when the fast selling items are out of stock their profit loss I can't restock during rush hour sweetie I have to operate the cash register the store operator without a dairy plan is familiar with this too Joe out of stock too bad he offers her a substitute just as good lady just as good watch now thinks he can p off a substitute on me you do remember situations like this don't you I'm helping you put it over Joe what you did by not having a stock of the fast- selling item was to virtually Drive the customer out of the store into the arms of your competition wasn't it and with her went your profit Joe we're at the point now where you can make the plan stick offer to demonstrate how he can realize real extra profits from dairy Taylor make the plan for his store the first step is to take a beginning inventory at his Dairy Department the dairy clerk can help to by keeping a record of purchases made from store door and Warehouse deliveries made during the week at the end of each week you take another inventory Joel and thus you have recorded all the fact you need to show actual sales the beginning inventory plus weekly purchases subtract the end of the week inventory and there it is his weekly sales figure you do this each week for a month Joe and then give them the figures plus your analysis of overstocks and underst stocks this is the basis for the tailor made balance Dairy Department Plan eliminate slow moving duplication wherever your inventory shows the space can be more profitably used by fast sellers you've got figures and with these figures you and the store operator can lay out his Dairy department so it will produce the most possible profit by allocating every inch of space according to his sales potential based on your figures demand items are placed along the length of the case to draw traffic margarine milk butter and eggs looks like they've cleaned up the joint looks nice too the layout of items is balanced that is each item is given space based on its rate of sale cheese is displayed in groups according to type and variety specialty cheese for example is placed together this is enough to make a girl squeal with Delight also plac together our foreign natural process and cream cheeses I think I will squeal with delight woooo [Music] altogether you've given the star operator an attention getting department and a balanced case for all dairy products delicates and non-dairy items are placed in a separate section deot mentalizing The Proven way of increasing all food sales I'll buy it if I know it because I can see it that's a switch huh the operator can't help seeing Joe his past experience shows the OU of stock problem will be greatly reduced the dairy clerk will take a new interest in keeping the case spotless she also has a much Sounder basis for reordering more the slow moving duplications have been removed stock turnover is rapid every Dairy item is always fresh did d d happy as can be out ofd returns are at a minimum and the climaxing argument Joel wherever the balance Dairy department has been put into effect its sales have increased 14 to 37% with 8 to 20% of the increase being in high margin items like cheese some record to show a man a Joe that did it you got through to him and as an accepted member of the Grocers team you can go ahead now to demonstrate how well the balanced Dairy plan can be adapted to handling price and seasonal specials feel more important I do you can suggest other good merchandising ideas such as easy to see price and flavor card the proper rotation of stock ensuring fresh merchandise you can help simulate a real product knowledge and all Dairy Personnel well what do you know who' ever think it when you get through to him Joe with a tailor made plan for his store the plan that increases his profits your stature as a dairy consultant goes up and so do your own sales the figures are proven figures Joe figures well persistent little thing aren't you all right we finished with the other kind of fig figures for now anyway let's look at this kind for a while [Music]