Voice of Customer (VOC) scores are a key indicator for our team to measure our performance. In FY17, customers have reacted positively to our initiatives in Australian Food with our store‑controllable VOC score improving significantly to finish the year at record levels of 81% and we achieved record Net Promoter Scores (NPS) and VOC scores in both Dan Murphy’s and BWS. Our Countdown team also achieved new highs in its customer satisfaction scores throughout the year.
We will achieve leading customer satisfaction scores.
Over the past year, we have been working to not only expand our range of locally-sourced products, but to also make sure our stores have ranges that are locally relevant for their customers. A good example of this is what we have achieved in our Glen Huntly store.
Customers of Woolworths Glen Huntly asked for a range more relevant to their local community – a larger Kosher range. Over the past year we have been working with new and existing Kosher suppliers to cater for our Jewish customers. With one of the largest Jewish populations in Melbourne, Glen Huntly is a test store, and will lead the way for us to move into more stores with a similar demographic. With the introduction of approximately 129 new Kosher products over the past year, feedback has been overwhelmingly positive.
We listen to our customers, so in 2014 when 52% told us that buying local food is extremely important to them, we launched our Local Sourcing Program. Our team of state-based local sourcing managers search for products that are grown or produced locally in their home state. Since launching the program, we have validated nearly 3,000 products and added over 500 to our range from 66 new suppliers. This is in addition to approximately 97% of our fresh fruit and vegetables being Australian grown.
Wimmers Soft Drinks are an iconic Queensland soft drink brand that has been enjoyed by thirsty Queenslanders since 1910. In 2016, Wimmers were one of the first local suppliers in Queensland to be ranged under the Local Sourcing Program, supplying 12 stores around their Sunshine Coast factory. Today, Wimmers Soft Drinks are stocked in almost 150 stores across Queensland. The products have prime position, along with brand-specific signage to highlight the brand and the local relevance.
Sue and Gerard Daly have been supplying us with loose potatoes for over 30 years. In an effort to become a more sustainable business and eliminate food waste, Daly's Potato Co started producing potato salads and roast potatoes. The beautiful potato salads were introduced into our Tasmanian Woolworths stores in 2016 and the roast potatoes launched in August 2017.
MOJO Kombucha, made by Organic and Raw, originally commenced business with us in 2015 in 11 stores in Adelaide. Their traditional style kombucha was spot‑on trend and very topical with customers, so we’ve continued to add more lines to the range. Last financial year saw sales of over 600,000 units, with distribution of selected lines now in hundreds of stores across all states.
GROCERY – BRANDED AND OWN BRAND SHELF KEEPING UNITS (SKUs) (%)
|WOW own brand label||8.4%|
GROCERY – BRANDED AND OWN BRAND SALES (%)
|WOW own brand label||15.9%|
AUSTRALIAN SOURCED FRESH PRODUCTS 1 (%)
|2||Fruit and Vegetables||96.6%|
|4||Fish and seafood||68.7%|
OWN BRAND GROCERY – AUSTRALIAN SOURCED 1 (%)
|2||WOW branded own label||60.3%|
1 In Australian supermarkets.