CPF SEE Retailer Guide

WHAT IS

SEE?

The SEE program ensures our BAFRINO story is being told beautifully and consistently.

SEE consists of three different components:

1. SHOP + SHELF 2. EDUCATION 3. EXPERIENCE This SEE guide explains each of these three areas and outlines how to beautifully tell our BAFRINO story in-store and on-shelf as well as through education and experience. It will also show you the tools you need to execute the program successfully, explain how to measure success, and provide ideas on how to help specialty retailers grow their business and keep loyal customers.

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SEE IN 5 EASY STEPS

1. SEE YOUR OBJECTIVES 2. SEE YOUR TOOLS 3. SEE OPPORTUNITIES 4. SEE YOUR RETAILER 5. SEE RESULTS

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STEP 1

SEE YOUR OBJECTIVES

Before visiting your retailer, set out your SEE objectives to ensure every visit is successful.

Here are some examples:

• Merchandise new ACANA foods and treats with a Merchandising kit.

• Deliver a Sell from the Bag presentation on new ORIJEN and ACANA foods to all Sales Associates.

• Teach ORIJEN and ACANA’s key points of difference, using the comparison chart and POD. • Inspire your retailer with a BAFRINO training session using the PowerPoint.

SET YOUR OBJECTIVES AND SEE SUCCESS.

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STEP 2 SEE YOUR TOOLS

Before your next retailer visit, it’s essential to gather your SEE tools. This Guide will outline how to use your tools to create a successful SEE experience on Shop + Shelf, through Education and Experience.

Review the guide carefully to ensure you have all the tools needed to achieve your SEE objectives. If you’re running low on tools, don’t forget to order more.

REMEMBER THE RIGHT TOOLS WILL HELP RETAILERS SEE MORE PROFIT. NEVER LEAVE HOME WITHOUT THEM.

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STEP 3 SEE

Here are some things to keep in mind during your visit:

• Are all the SHOP + SHELF tools up? Do they look fresh?

OPPORTUNITIES

• Any brands that are weak or out of favour? Coupons, short-dated foods Can we have that shelf space?

Make the most of every sales call and look for opportunities to promote SEE. When you first arrive, walk through the entire store. Review food, treat and endcap sections and note where our food is located and how it is displayed.

• Multiple placement opportunities? Are food and treat clip strips in cat and dog sections? Multinational section?

• Review the planogram. Are all SKUs listed in the food? The treats?

• Is there endcap space available? A display by the till?

• New staff? Can we do some training?

• What SEE objectives have you achieved today?

MAKE THE MOST OF EVERY OPPORTUNITY YOU SEE.

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STEP 4

SEE YOUR RETAILER

Talk up the SEE program.

Ask your retailer if you can take a few minutes to discuss our SEE program.

It is important to clearly explain how the program will benefit them.

SEE MERCHANDISING: KEYS TO EFFECTIVE MERCHANDISING & INCREASED SALES

WHY IS EDUCATION IMPORTANT?

SEE MORE SALES. SEE MORE LOYAL CUSTOMERS

Pet Lovers shop at pet specialty stores to look for specialty products and receive a high level of service. They expect information on general pet nutrition, assistance on how to solve issues with pets and good overall product knowledge.

Effective merchandising has a positive impact on sales. Organized, full-line product arrangement and attractive POS displays and materials can drive trial, educate Pet Lovers, reinforce purchase decision and stimulate conversation on the floor. This results in increased sales and loyal customers.

SEE MORE PROFITABLE SHELVES

Space in a retail shop is valuable. Effective merchandising with attractive POS materials and adequate shelf space for fast turning and higher margin products will maximize profitability.

SEE THE COMPETITION FADE

By educating retailers on our foods, you’re helping them become specialists. This separates them from their competition and helps them become more successful. Ultimately, education helps retailers make good recommendations, sell more products and keep loyal customers.

Education helps retailers see a better future.

SEE MORE TRAFFIC

Good merchandising drives Pet Lovers into a shop. An attractive and well-merchandised exterior influences a customer’s decision to go inside the store. Retailers want feet through the door.

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STEP 5 SEE RESULTS

Follow the SEE Guide to execute the SEE program successfully. We’ve included ORIJEN and ACANA planograms to show you how to set up everything correctly, along with a list of eye-catching tools to build impactful displays.

There is also a set of worksheets and a quiz to complete so you can measure your success and ensure you deliver the SEE program effectively.

Three easy steps to show us your SEE results: 1. Once you’ve merchandised a store or completed a training session,

complete your SEE worksheets (page 19 and 21).

2. Take a photo of your newly merchandised store and of your worksheets

(or fill out the fillable PDF).

3. Email your photos and worksheets to see@championpetfoods.com.

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SEE SHOP + SHELF

There is a wide selection of compelling POS materials that you can use to tell our BAFRINO story in-store and on-shelf. To see our story unfold on shelves and in-store with our beautiful foods and POS materials, carefully review the instructions and follow the provided planogram.

Your tools for SHOP + SHELF are outlined on page 18. Use the worksheets to outline your SEE objectives and check off the tools you plan to use. Do this prior to visiting your retailer and you will see greater success.

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MERCHANDISING

10 EASY STEPS

1

Remove old or worn POS materials from shelves and store walls.

2

Place a magnetic strip on each row (when available).

3

Secure vertical shelf talkers (with 2 clips) approximately 5 feet from the ground.

4

Place horizontal shelf talkers on the rows indicated. Use one of each design (Classics, Heritage, Regionals and Singles).

5

Secure the ACANA flyer holder to the shelf approximately 4 feet from the floor with zip tie.

6

Attach one shelf pod with chain to the shelf.

7

Place wobblers as indicated.

8

Hang clip strips as shown below: 1 clip strip in Heritage, 1 clip strip in Regionals, 1 clip strip in Singles, 1 clip strip for treats in Singles.

Hang 1 clip strip for Classics in the multi-national section, if your retailer permits.

9

Place window decal near door handle, on the left side.

10

Apply banner and posters to the walls and window front with tacks, two-sided tape or suction cups.

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DOG: 13.5’ SMALL SHELF

CAT: 4.6’ SMALL SHELF

PLANOGRAM SMALL DOG + CAT

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PLANOGRAM LARGE DOG —18.6’

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DOG: 4.75’ LARGE SHELF

DOG: 3.75’ SMALL SHELF

PLANOGRAM NOTE: Merchandise ACANA Classics separate from the remainder of the ACANA line. Ideally in the multi-national section.

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1

Remove old or worn POS materials from shelves and store walls.

2

Secure vertical shelf talkers (with 2 clips) approximately 5 feet from the ground.

3

Place horizontal shelf talkers on the rows indicated.

4

Secure the ORIJEN flyer holder to the shelf approximately 4 feet from the floor with zip tie.

5

Attach one shelf pod with chain to the shelf.

6

Hang clip strips as shown below.

MERCHANDISING

7

Place wobbler as indicated.

9 EASY STEPS

8

Apply window cling near door handle, on the left side.

9

Apply banner and posters to the walls and window front with tacks, two-sided tape or suction cups.

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DOG: 7’ SMALL SHELF

CAT: 4.6’ SMALL SHELF

PLANOGRAM SMALL DOG + CAT

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DOG: 11.6’ LARGE SHELF

DOG: 5.6’ FREEZE-DRIED SHELF

PLANOGRAM LARGE DOG + FREEZE DRIED NOTE: Merchandise ORIJEN Freeze-Dried in your freeze-dry section.

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SEE EDUCATION

Good training is the key to increasing customers and building success. To earn a trusted recommendation from pet specialty retailers and ensure they can confidently explain our BAFRINO story to Pet Lovers, it is important for you to train them properly.

PREPARE FOR A SUCCESSFUL TRAINING SESSION 1. See that you have your tools. Review and complete your checklist of educational tools to ensure you have everything you need (page 18). We also recommend a projector and screen. Review the training area prior to your session.

2. Practice makes perfect. The PowerPoints include speaker notes, but to be engaging, you’ll need to practice!

3. Measure. Use the BAFRINO quiz and survey to find out how effective your session was for your audience. Based on the results, you can see where you can improve for your next session. Bringing prizes like t-shirts or ball caps can encourage retailers to complete the quiz and survey.

TOP 5 TIPS FOR A GREAT PRESENTATION 1. Inspire and engage your audience. Show your passion. Be honest and enthusiastic, and your audience will respond.

2. Keep it simple and focus on your core message. Explain ORIJEN and ACANA’s key points of difference and answer what problems the food solves for the pet speciality retailer.

3. Be prepared. Being well rehearsed will give you confidence.

4. Voice and Body Language. Changing the pitch and tone of your voice will help keep your audience’s attention.

Your body language is also crucial to getting your message across.

5. Relax, have fun and enjoy.

Prior to delivering a BAFRINO training session, complete the Getting Ready to SEE (Education) worksheet (page 20) to ensure success.

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SEE EXPERIENCE

Each day, specialty retailers will see multiple sales representatives in-store. To ensure we stand apart, we want retailers to clearly see how our dog and cat foods differ from other foods on-shelf, especially after they interact with our BAFRINO specialists.

We make the world’s best dog and cat foods, and the service and experience from our Sales team should also be world-class.

What does that mean?

• Make an appointment. Retailers are busy and appreciate Sales Representatives that respect their time.

• Be well-prepared for every store visit. Have your objectives set, tools ready and sales numbers in hand.

• Help them. When a Store Manager is busy, tidy, face and stock the ACANA and ORIJEN sections. Do carry outs when they are busy. Offer to work a customer appreciation day on the weekend. How can you WOW them?

• Give your full attention. Don’t rush the visit. Listen. Ask questions.

• Visit your retailer wearing branded gear. Wearing a BAFRINO button is an easy way to brand yourself.

• Demonstrate our values (TRAIL) when you interact with our partners in person, by phone or email.

• Every call should be focused around helping your retailer and their business. We’re there to support them and help them build their business.

• Follow up in a timely manner – ideally by end of their business day when possible.

• Focus on our brands. When talking to your retailer, ensure you’re focused on just our brands. Don’t speak ill of other brands or companies.

• Don’t forget to thank them for their business. Remember we are partners in the specialty channel, and we’re grateful for their recommendation to pet lovers.

• Speak to all store associates. When visiting retailers, don’t forget to speak to all store staff, not just the Store Manager or Owner. The sales associates have the most interaction with Pet Lovers.

We’re looking forward to SEEing your results. Thank you for supporting the SEE program.

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SHOP + SHELF WORKSHEET 1 COMPLETE PRIOR TO STORE VISIT

Your SEE (SHOP + SHELF) Objectives (1) (2) (3)

DO YOU HAVE YOUR SEE TOOLKIT? CHECK ALL THE TOOLS YOU PLAN TO USE TO MERCHANDISE*.

¨ POSTERS | VERTICAL / HORIZONTAL ¨ SHELF TALKER | VERTICAL / HORIZONTAL

¨ SHELF PODS (DOG/CAT) ¨ WOBBLER

¨ WINDOW CLING ¨ BANNER ¨ CLIP STRIP SIGN ¨ FLYER (DOG/CAT) ¨ BROCHURE (DOG/CAT) ¨ IN-STORE LOOPING VIDEO COMING SOON

*Note each ACANA category is color coded to assist you.

CLASSICS

HERITAGE

REGIONALS

SINGLES

TREATS

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SHOP + SHELF

Did all POS materials work for you?

Provide your comments.

WORKSHEET 2 COMPLETE AFTER STORE VISIT Are there any POS items that you wish you had?

Provide details. Photos and samples welcome.

Store name Store location Additional comments

Sales Representative

Send your completed SEE Worksheet and photos to see@championpetfoods.com

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EDUCATION WORKSHEET 1 COMPLETE PRIOR TO STORE VISIT

Your SEE (EDUCATION) Objectives (1) (2) (3)

Do you have your SEE Tools? Check all the tools you plan to use to educate*.

YOUR EDUCATION TOOLS:

¨ FLYER (DOG/CAT) ¨ BROCHURE (DOG/CAT) ¨ FRI VIDEOS ¨ IN-STORE LOOPING VIDEO COMING SOON

¨ BAFRINO BUTTONS ¨ POD ¨ SELL FROM BAG VIDEO ¨ COMPARISON CHARTS

¨ PRIZES ¨ POWERPOINTS* ¨ BAFRINO QUIZ ¨ BAFRINO SURVEY *Don’t forget your projector and screen.

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EDUCATION

Did your SEE Education materials work for you?

Provide your comments.

WORKSHEET 2 COMPLETE AFTER STORE VISIT Are there any SEE Education pieces that you wish you had?

Provide details. Photos and samples welcome.

Store name Store location

Did you have the retailer fill out the BAFRINO Quiz and Survey? What were the results?

Sales Representative

Send your completed SEE Worksheet and photos to see@championpetfoods.com

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BAFRINO

QUIZ

1. What is our vision?

4. What does Biologically Appropriateâ„¢ mean?

2. What is our mission and what does it stand for?

5. What are the 3 meat math questions?

3. What animal did the modern dog evolve from? What 3 anatomical features shows us they are evolved to eat meat?

6. How much meat is featured in ACANA Heritage, Singles and Regionals? How much in ORIJEN?

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BAFRINO

QUIZ

7. How much FRESH meat is featured in ACANA Heritage, Singles and Regionals? How much in ORIJEN?

10. How much carbohydrate do dogs and cats require?

How much is in most conventional foods?

8. How many types of meats are featured in ACANA Heritage, Singles and Regionals? How many in ORIJEN?

11. What is the benefit of using fresh regional ingredients?

9. What is WholePrey™? What is the result of a WholePrey™ food?

12. What does never outsourced mean?

Why is this important for Pet Lovers?

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BAFRINO

TRAINING SURVEY We want to inspire you with our BAFRINO training sessions. Tell us how we did by providing a score between 0 and 5.

How informative was our BAFRINO training session?

0 1 2 3 4 5 not very informative

Other Comments

Please detail anything else you’d like to share with us on how to improve our training sessions.

very informative, I learnt a lot

Did you find our training interesting and clear?

0 1 2 3 4 5 not interesting or clear

very interesting and clear

Do you feel you understand what makes ACANA and ORIJEN different?

0 1 2 3 4 5 I’m not very clear

I fully understand the differences

Are you confident to recommend ACANA and ORIJEN?

0 1 2 3 4 5 I will not recommend

ACANA and ORIJEN will be one of the first brands I’ll recommend

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