Todd Vasos
Analyst · Deutsche Bank
Thank you, Rick. Let me first say how excited and honored I am to have the privilege to lead Dollar General. I'm grateful that Rick will remain as Chairman, as his guidance and counsel will be incredibly valuable to me.
Turning to the first quarter, we have made notable progress against our key initiatives for 2015. We continue to grow transactions and item units in syndicated share data for the quarter. In the most recent syndicated data, we experienced consistent mid- to high single-digit growth in both units and dollar share for the 4-, 12-, 24- and 52-week periods.
As we shared with you last quarter, we are on track to meet targeted labor investments to grow market share in a competitive environment, while providing for positive financial returns. Currently, we are in the midst of rolling out these selected labor investments in phases. We have 3 phases within the program.
Our Phase 1 stores are now receiving the incremental labor investments. The store operations team has specific metrics and timetable for determining the financial return criteria for achieving results based on a similar 2014 test and learn program. Our 2014 test and learn stores continue to show improvement across performance metrics such as sales, shrink, in-stock, which are all very encouraging.
The great part of this initiative is that we can be nimble in making adjustments to the model as appropriate. Based on the 2014 test results and the early results of Phase 1, we are very encouraged by our progress. We anticipate rolling this investment to the Phase 2 and Phase 3 stores in the second half of the year.
The labor hour investment in this select group of stores is designed to ensure we deliver on our consumer expectations in more competitive markets, with product in-stock and a convenient shopping experience. Our goal is to reduce the truck-to-shelf time for merchandise in these stores, further supporting our goal of providing our consumer with the right product at the right time and at the right price.
The second investment in labor comes from the realignment of 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. While reducing the average number of stores per district and optimizing their scale, we have reduced 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.
These changes have been in place since February. While it's still early, our operational structure is better aligned for our field leaders to focus on store standards and ultimately, create a better and more consistent shopping experience for our consumers. Our expectation is that over time, this should help both our consumer satisfaction and our store manager turnover.
In addition, over the last several months, we've been testing a number of inventory management initiatives. For example, a new sky shelf program has been rolled out across 1/3 of the chain to allow for the placement of inventory directly above respective categories. This allows our teams to get product out of the back room to facilitate improved stocking and ultimately, drive labor efficiencies. To date, we are pleased with the test results and are planning on expanding the sky shelf program chain-wide. We expect the rollout to be completed by the third quarter of 2015.
On a combined basis, we believe these labor investments and inventory management initiatives are significant steps to improving our in-stock position, which is critical component of our overall consumer satisfaction and a driver of sales performance.
On the merchandising front, we had balanced same-store sales growth across all categories in the first quarter. Strength in consumables was driven by tobacco, perishables, health care and candy and snacks. In addition, we had broad-based strength across apparel with our ladies, men's and boys, infants and shoes continuing to exhibit strong performance, with all these departments comping in line or above the company average.
Seasonal and home comps trends were very encouraging as well. Affordability is playing a key role as we look to expand SKUs across the store at our sweet spot of $1 to $5. For the first quarter, nearly 50% of our consumers' baskets contained at least one item priced at $1.
Our Fast Way to Save digital coupon program is growing. Sign-ups are increasing. And as we exited the quarter, our redemption rate for digital coupons continued to improve. During the quarter, we executed our Fast Way to Save Spring Into Savings event, which had strong activity for the program. Measured on a weekly basis, redemptions, trips and sign-ups by consumers all improved during this promotion. In addition, sales in participating items significantly outpaced their respective categories and our overall comp sales.
We have embarked on the next phase of our offering by providing personalized coupons for our consumers based on their purchase behavior. We are 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 consumer shopping trip to customize individual promotions, which we believe will ultimately drive incremental trips and larger baskets. The data we gather also allows us to target media to these consumers in order to reach them more effectively and efficiently.
Shrink improvement has been and continues to be one of our largest gross margin opportunities. We remain committed to reducing our shrink at store level. For the quarter, we are very pleased with our shrink improvement. The progress is broad-based, with 19 of our 24 product departments showing improvement. For store inventories performed so far this year, approximately 70% of our regions also improved year-over-year. Going forward, our teams continue to be focused on leveraging our defensive merchandising tools, technology and training to reduce shrink.
In order to enhance our productivity gains, we are once again elevating the category management process. We are optimizing all areas of the store beyond the planograms to include off-shelf and end-cap displays. Additionally, we are collaborating with our vendor partners through our joint business planning process to develop our merchandising plans and activities even further out on the calendar to enhance our consumer shopping experience.
Over the last several years, we have made significant strides in the productivity of our planograms through SKU selection and ongoing refinement. Our affordability philosophy is fully ingrained in our category management process. As a result, we have established a strong foundation in our planograms that we can redefine periodically. We are concentrated on simplifying work at the store by reducing the complexity of planogram resets and capturing labor savings that can be reinvested.
At Dollar General, real estate -- the real estate model is disciplined and focused on financial returns. We continue to see new store productivity at around 85% of our comp base, all while driving strong returns. We are very optimistic about our new store outlook for 2015, as our pipeline is full.
The Dollar General stores in our 3 new states of Maine, Rhode Island and Oregon, are off to a good start and their sales performance continues to accelerate. We have driven down the capital investments required for remodels, while also driving strong sales lifts of 4% to 5%, and an improved return on investment in excess of 200 basis points.
The real estate team is well on its way in building the pipeline for 2016. The planned growth in selling square feet of approximately 7% translates to approximately 900 new store openings. Our development pipeline is nearly 50% complete for planned 2016 store openings. We have released additional strategic trade areas to our real estate team and are experiencing increased deal velocity. We have a strong track record of delivering exceptional returns in our new store program and are confident in our model going forward.
In today's environment, we are extremely focused on doing everything we can to provide our customers with the value and convenience they expect from Dollar General. We continue to be committed as ever to providing our consumers with the everyday low price they know and trust.
Now David will share a more detailed review of our first quarter financial performance and our outlook.