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AW21 BirdcareSet up Pack

MOC 11th November 2021

Overview – New product flow and what to expect2

What’s Changing

• The key change is updating the merchandising of the range so that it flows by food type and matching feeders instead of splitting by brand.

• This will make the shopping experience much easier for our customers and allows us to trade the customers up and across the range.

• New product from Peckish expanding the range of plastic free packaging

• Updated POS for 10% of Dobbies Bird Food for Dobbies Club Card members

• We are building up stocks for Winter so when the Cold weather arrives, we will be able to push the stock to stores.

There will also be a marketing campaign ready to launch on social media

What’s Next

Promo Period 10 – stronger promotions

• Dobbies Fat balls 50 Tubs will go onto a Buy One Get Second Half Price to increase volume.

• Dobbies 12.55kg Traditional Seed drop to £6.99 from £11.99 to bring the pricing in line with the rest of the market

Stock Availability

• Tom Chambers Feeders and Tables availability will improve from W/C 25th Oct

• All Peckish range will be delivered from depot from W/C 25th October

• Tom Chambers and Henry Bell Feeding station stands will be delivered w/c

POS – will be delivered w/c 8th November

Packaging – You'll see updated Dobbies packaging phased into the range, from mid to late December depending on your stocks. This update will

mean the packaging is in line with the rest of Dobbies Own Label packaging style. Initially this will be on Suet and Fat balls Products with Mixes and

Straights packaging updated in the new year. Please ensure to rotate stock and sell through old packaging first.

AW21 Grading By Store3

XL L M S

Aberdeen Ashford Ayr Altrincham

Huntingdon Atherstone Braehead Andover

Milngavie Chesterfield Carlisle Aylesbury

Stapleton Cirencester Dundee Beaconsfield

Woodcote Green Gillingham Dunfermline Birtley

Liverpool Edinburgh Brighton

Morpeth Gailey Bury St Edmunds

Northampton Galton Cadnam

Peterborough Lisburn Derby

Royston Livingston Gloucester

Shrewsbury Milton Keynes Gosforth

Southport Perth Hare Hatch

Stirling Ponteland Harlestone Heath

Rugby Havant

Sandyholm Hungerford

Shenstone Inverness

Stockton Keston

Stratford upon Avon Kings Lynn

Woodbridge Leicester

Lelant

Marple

Moreton Park

Pennine

Preston

Reading

Shepton Mallet

Swansea

Swindon

Telford

Thornbury

York

AW21 Layout – XL-M4

AW21 Layout – S5

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For all stores

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For Grade XL - M

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For Grade XL - M

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For Grade S

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For Grade XL - M

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For Grade XL - M

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For Grade S

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For all stores

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For Grade XL - M

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For Grade XL - M

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For Grade S

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For all stores

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Compliance & Sign Off31

Name Signature Date

Store Manager

Ops Manager

Regional/Horti Manager

Area Name Email

Product/Supplier Ryan Holmes Ryan.Holmes@dobbies.com

Ordering/Stock

Flow

Hayley

Wharton

Hayley.Wharton@dobbies.com

Barcode/Queries Hannah Parry Hannah.Parry@dobbies.com

VM/Space Diane Scarr Diane.Scarr@dobbies.com

Operations Ross Anderson Ross.Anderson@dobbies.com

StorIQ Tags Description of images required

AW21 BIRD – Seed Mix BaysWide angle view of Seed Bays:

Dobbies/Peckish/Henry Bell

AW21 BIRD - StraightsWide angle view of Sunflower/Peanut/Mealworm

Bays

AW21 BIRD – Suet/Fatballs Wide angle view of Suet/Fat ball Bays