Todd Vasos
Analyst · Bank of America Merrill Lynch
Thank you, John. As I've shared with you over the last several quarters, we are investing in and building momentum behind certain strategic initiatives that we believe will ultimately drive strong sales and profit growth in the years ahead. Today, I'll provide an update on our digital and nonconsumable initiatives, which represents 2 of our more near-term strategic opportunities.
Starting with our digital initiatives. We are strategically investing in our business to help our customers utilize digital tools and resources for a more personalized and convenient in-store shopping experience. With nearly 75% of the U.S. population currently within 5 miles of a Dollar General, we have a unique opportunity to help shape our customers' digital shopping behavior, all while leveraging our more than 14,500 brick-and-mortar stores to help them save time and money. Our efforts are all about making things easier for customers and further enhancing our strong value proposition, providing a unique combination of value and convenience.
Our insights indicate that our customers are utilizing digital more to plan their visits and lot more options on how they engage with us in store. These insights have helped to shape our digital strategy, which we have accelerated. Earlier this week, we launched a customer pilot of our new shop and scan mobile app service in select store locations. This mobile app allows customers to scan items while they shop and pay directly with their phones, allowing for a faster and easier checkout experience. Not only does shop and scan help customers save time it also makes staying on budget easier. Customers can see the price of individual items as they scan them, along with a running total. In 2018, we have plans to expand this service to additional stores as we continue to enhance our overall value proposition for our consumers.
We see a continued opportunity to improve engagement and build loyalty through the further integration of our traditional and digital media mix. We continue to develop resources to personalize offerings such as digital coupons, tailored for individual customers, and personalized marketing campaigns, which will enable our customers to save even more time and money. Looking ahead, we plan to add more digital tools and services to provide our customers with even more convenient, frictionless and personalized shopping experiences. With the introduction of shop and scan, and over 900 million digital coupons clipped in 2017 by our more than 12 million digital coupon subscriber accounts, we know we have a great foundation on which to build for the future.
Turning to our nonconsumable initiative. In 2018, we plan to test a bold, new and expanded assortment in key categories. Our plans include enhancing the treasure hunt experience by Dollar General, by first, offering a new differentiated and limited assortment that will change throughout the year. Second, displaying the new offering in high-traffic areas to enhance the in-store experience and create a sense of purchase urgency. And third, continue to deliver exceptional value by pricing the majority of our offerings at $5 or below. While we're expanding our assortment in select categories, the space currently dedicated to nonconsumables with our stores is expected to remain the same. We will initially test these changes in approximately 700 store locations, as we look to further complement our strong and growing consumable business. We are excited about our plans and believe we are well positioned to capture market share in a changing retail landscape.
As we execute these growth initiatives, we remain committed to our ongoing operating priorities: first, driving profitable sales growth; second, capturing growth opportunities; third, enhancing our position as a low-cost operator; and fourth, investing in our people as a competitive advantage. Our first operating priority is to continue to drive profitable sales growth with a focus on driving both the top and bottom line. Our goal is to both attract and grow new customers and trips, and to capture additional share with existing customers. This includes expanding our merchandising initiatives, which are designed to provide our customers with trusted simple solutions to help them manage their household budgets and provide them with their everyday needs and even more value.
In-store for 2018, we plan to redesign our snack and beverage aisles to create a best-in-retail shopping experience. This change should enhance customer awareness and further position us as a destination retailer for immediate consumption shop through assortments and everyday low prices. Across a select group of stores we'll be introducing an expanded assortment of better-for-you products, with a focus on higher protein and lower salt choices at price points that will be attractive to our customers. We will also continue to strategically invest in our mature store base. We are particularly focused on remodeling stores that had fewer than 12 cooler doors, which in relative terms are expected to drive the highest returns upon remodel. By the end of fiscal 2018, we anticipate that across our store base we'll have an average of 20 cooler doors, up from 10 in 2012. In total, we expect to install over 20,000 additional cooler doors across our mature store base this year, as we continue to build on our multiyear track record of growth in cooler doors and associated sales.
Following the success of our health and beauty expansion in 2017, we are launching phase 2 of this initiative. In 2018, we plan to drive overall category awareness with our customers through improved and more impactful displays, consistent messaging in-store as well as across print and digital media, enhanced quality perception and superior shopability. We see significant runway for this category, particularly given our price advantage relative to some other channels. The expansion of private label offerings with a focus on value, quality and appealing packaging will continue to play a role in our category management process in 2018. We know that private brands resonate with our consumer as we deliver the right combination of price and quality. Given the significant price gap compared to national brands and other channels, private brands play an important role in helping our customers stretch their budgets. We have additional ongoing opportunities for gross margin expansion that includes improvements in shrink, global sourcing, distribution and transportation efficiencies as well as private brand and nonconsumable sales.
Inventory shrink reduction continues to be a large opportunity within gross margin. In addition to other defensive merchandising tactics, leveraging technology and improving process controls, we plan to expand electronic article surveillance, or EAS, to an incremental 5,000 stores in 2018, bringing the total stores with EAS to about 10,000 locations. This is a proven high-return project for us to help further reduce shrink and drive sales by improving on-shelf availability.
While we have seen carrier rates and fuel costs on the rise, our ongoing efforts to improve efficiencies and reduce expenses are expected to help mitigate these costs in 2018. Some of our ongoing initiatives include: further reductions in stem miles, better optimization of our loads and the expansion of our private fleet to around 210 tractors by year-end, up from 80 tractors at the end of 2017. Our goal is to ensure we are highly relevant with our customers through ongoing investments in everyday low prices and targeted promotional activity. Importantly, our pricing surveys continue to indicate Dollar General is well positioned from a price perspective against all classes of trade and across all geographic regions where we operate. We are committed to being priced right, every day for our customers, to drive traffic to our stores.
Our focus on initiatives to capture growth opportunities is our second priority. We have a proven high-return, low-risk model for our real estate growth. Our flexible real estate model allows us to -- the ability to invest in new store growth, enter new markets, deliver new formats and reinvest in our mature store base. We constantly monitor new store productivity and returns to ensure new store growth is the best use of our capital, focusing on the following 5 metrics: First, new store productivity as a percent of our comp store sales; second, actual sales performance compared to our pro forma model; third, average returns of 20% to 22%, which is an increase compared to our prior target of 18% to 20% due to the benefit of federal tax reform; fourth, cannibalization of our new stores on our comp store base and finally, a payback period of less than 2 years. We continue to be very pleased with the overall returns on our new stores as we remain committed to investing our capital effectively to drive strong financial returns.
For 2018, we expect to open 900 new stores, remodel 1,000 of our mature store locations and relocate approximately 100 stores. That's about 2,000 projects in total as we continue to deploy capital to these high-return investments. Of the 1,000 planned store remodels for 2018, we expect approximately 400 locations to be in the Dollar General traditional Plus format, bringing the total traditional Plus store count to about 750 by year-end. These remodels incorporate a cooler set of 34 doors for increased perishable selections. Our cooler door expansion has proven to drive baskets and trips with our existing customer base, while also attracting new customers with an expanded offering. Additionally, across about 1/3 of these locations, we are including an assortment of fresh produce, bringing the total number of Dollar General stores with produce to around 450 by year-end. While it's still early, prior year traditional Plus remodels are yielding strong same-store sales results. The ability to offer produce, particularly in the areas with limited grocery availability, represents an attractive growth opportunity for Dollar General in the years ahead.
Our third operating priority is to leverage and reinforce our position as a low-cost operator. Over the years we have established a clear and defined process to control spending. All of our spending is filtered through 3 criteria: first, is it customer-facing; second, does it align with our strategic priorities; and third, how does it impact our risk profile. At the store level, our operational initiatives for 2018 are centered on space optimization and ongoing efforts to simplify our operation by reducing unproductive inventory, operating complexity and product movement within the stores. These actions are designed to control costs and allow our store managers and their teams to invest time savings to provide better customer service as well as fast, clean and an in-stock shopping experience. We also have a continued focus on improving the speed of check out, with a goal of reducing transaction time by an average of 3 seconds. To put this in perspective, a reduction of 3 seconds on each of our nearly 2 billion annual customer transactions would result in over 1.6 million hours in additional time savings for our store teams each year. These time savings can be reinvested by our store managers to deliver a higher level of customer service, which ultimately helps to improve sales. To advance our objective of reducing transaction time, in addition to our shop and scan offering, we are establishing optimal transaction time for each store based on individual store attributes. We are also tracking customer satisfaction scores at the individual employee level, which increases accountability and creates opportunities for employee recognition. Our ability to drive execution across our large and growing store base is a key strength of Dollar General. At the store support center, work elimination and process improvement are ongoing efforts to take cost out of the business. Our underlying principles are to keep the business simple, but move quickly to capture growth opportunities, control expenses and always seek to be a low-cost operator.
Our fourth operating priority is to invest in our people as we believe they are our competitive advantage. We believe the significant investment in store manager compensation and training we made in 2017 is paying off, as we experienced our lowest level of store manager turnover in 5 years. And for the first time in several years, we are seeing a reduction in both assistant manager and store associate turnover. Importantly, the reduction in store level employee turnover are accompanied by an increase in both store manager and hourly applicant flow, which is up substantially over the same prior year period. These results further support our belief we continue to be well positioned from a wage perspective. And since we have already made wage investments, we can use the vast majority of the benefit from tax reform to invest in other areas of the business and return additional cash to shareholders. We will continue to monitor the environment and invest as needed to ensure we remain competitive in the labor market. For the seventh consecutive year, Dollar General was named to Training Magazine's top 125 training list, ranking in the overall top 5 and the highest ranked major retailer on their most recent 2018 list, which represents our highest ranking to date. We are proud of our 10,000-plus store managers, who have been internally promoted and are excited about how engaged our workforce is across the business. I believe this has helped to contribute to our improvement in overall customer satisfaction scores, which continue to improve throughout 2017 and ended at their highest level of the year. In 2018, we will continue to invest in our employees and remain committed to providing attractive career growth opportunities. As we announced last week, we are extending paid parental leave benefits and providing adoption assistance for eligible employees throughout the company. Additionally, we plan to create over 7,000 new jobs as a result of our 900 planned new store openings. We are confident that we remain in a leadership position to attract and retain the right talent, and we will continue to invest in our people as we believe they are our competitive advantage.
In closing, we are cautiously optimistic about economic conditions. It is always challenging for our core customer. So regardless of the economic outlook for our consumer, our goal is to do everything we can to provide her with a great shopping experience and to deliver the value and convenience she expects from Dollar General.
I want to thank each of our nearly 130,000 employees across the company for all their hard work and dedication to fulfilling our mission of serving others. As a team, we look forward to 2018 as we build on our strong performance from 2017.
With that, Jennifer, we would now like to open the lines for questions.