Todd Vasos
Analyst · John Heinbockel with Guggenheim Securities
Thank you, Rick. Moving on to 2015, our core operating priorities remain clear: driving productive sales growth, enhancing gross margins, leveraging process improvement in IT to reduce cost, and strengthening and expanding our culture of serving others. The team is focused, and we are excited about our initiatives for 2015.
We continue to be committed as ever to providing our customers with everyday low prices they know and trust at Dollar General. Affordability will play a key role as we look to expand SKUs across the store at the sweet spot of $1 to $5. Growing transactions and item units will continue to be key to our market share performance as we build upon our track record of success.
In anticipation of changes to the competitive landscape, we've been testing several different labor models to determine the potential impact on sales growth. The goal of the test was to strategically target labor investments to grow market share in a competitive environment while providing for positive financial returns. Our experience in this test and learn has been positive, and we are selectively investing in store labor this year. The store operations team has specific metrics and timetables for achieving results. The great part of this is that we can be nimble in making adjustments to the model as appropriate. While I won't go into more detail today, I look forward to sharing more specifics and results as we roll through the program in 2015.
In addition, we have realigned our store operations management structure to optimize the scale of our divisions, regions and districts to improve accountability and maximize mentorship and teamwork, all while driving stronger, more sustainable results. We made the alignment changes based on feedback we received from our field teams and a strategic evaluation of our operational structure and store growth plans. The result is an operational structure that allows our field leaders to focus on store standards and ultimately create a better and more consistent shopping experience for our consumers. For 2015, on average, we have reduced the number of stores per district. By optimizing the scale of our districts, we will reduce the time our district managers spend driving so they can invest more time mentoring and coaching our store managers on developing and strengthening their teams. This should result in improved store standards and drive incremental sales.
On the merchandising front, we're in the midst of repackaging our private brands across both select consumable and non-consumable categories. The goal of the repackaging is to enhance our customers' perception of our private brand quality and value for the price. We had a test launch of the new packaging in select products with very encouraging results, and the majority of these repackaged items are expected to be on the shelf by midyear. We continue to grow our private brands with SKU count up 6% over 2013 and penetration of about 24%.
We are continuously looking for ways to leverage technology and engage our customers. We completed the initial rollout of our digital coupon capabilities in August and began to aggressively launch the program at the end of September and throughout the fourth quarter with our Fast Way to Save promotion. To date, sign-ups have significantly exceeded our expectations with about 1 million customers having registered for the program. With more than 35 million digital coupons downloaded already, activations and redemptions are having a strong impact on sales of coupon-specific items.
In 2015, we'll be able to use the data captured from this program like a loyalty card but without the incremental cost. For instance, we plan to use these insights from a customer's shopping trip to customize individual promotions and ultimately drive incremental trips and larger baskets.
Shrink improvement has been and continues to be one of our largest gross margin opportunities as we remain committed to reducing our shrink levels on a store-by-store basis. At Dollar General, every function is involved in driving shrink improvement. The store format and layout, SKU rationalization of high-shrink items, defensive merchandising and exception-based reporting all play a role as we look for shrink improvement going forward.
Driving productivity at the store level is as important as ever. Our overarching goal is to create time savings that we can reinvest to better manage our stores and serve our customers. In order to enhance our productivity gains, we are elevating the category management process to optimize all areas of the store beyond the planograms to include off-shelf and end-cap displays. Over the last several years, we have made significant strides in the productivity of our planograms through SKU selection and ongoing refinement. We feel we have established a strong foundation in our planograms that we can refine periodically. We are concentrating on simplifying work at the store level by reducing the complexity of planogram resets.
At Dollar General, real estate is a core strength. Our real estate model is disciplined and focused on financial returns. We're very optimistic about our new store outlook for 2015 as our pipeline is full and the real estate team is already working on the pipeline for accelerated growth in selling square feet of approximately 7% in 2016. This translates to approximately 900 new store openings for 2016. We have a strong track record of delivering exceptional returns in our new store program, and we are confident in our model going forward.
In total, growth in selling square footage in 2015 is expected to be about 6%. Just to put this growth in perspective, this equates to about 7 projects a day for our real estate team across new stores, relocations and remodels. We plan to open approximately 730 new stores. We have already expanded our footprint into 3 new states in 2015: Maine, Rhode Island and Oregon, as we use our real estate model to identify winning sites for our traditional Dollar General format. Our new stores, productivity continues to be 85% of our comp base, and we're looking forward to successful new store openings in 2015.
In addition, about 875 stores will be relocated or remodeled in 2015. In 2014, we concentrated our remodel program on our legacy smaller-footprint stores. This approach allowed us to improve adjacencies and planogram layouts. These stores are getting close to the same sales lift as we get in our full remodels with a much lower investment, resulting in returns on life-cycle remodels that are over 200 basis points higher than our full remodels. As a result of the success of our life cycle remodels in 2014, we are applying these learnings to all remodels in 2015. During the first quarter of 2015, we are utilizing our merchandising predictive technology capabilities in select life cycle remodels to optimize our space and SKU productivity, so we can expect these remodels to drive even higher sales.
Also in 2015, we will open our 13th distribution center as we continue to invest in our infrastructure to support our growth. We plan on shipping from this distribution center in late fiscal 2015.
We are excited about our plans, and I'm confident that we'll meet our operating goals. We continue to be cautiously optimistic regarding the economic outlook for our customers. But we will do everything we can to provide them with the value and convenience they expect from Dollar General.
Now David will share a more detailed review of our fourth quarter and full year financial performance and our 2015 guidance.