W. Frank Dell II

President, Dellmart & Company

W. Frank Dell II is President and CEO of DELLMART & Company, Inc. He has been a management consultant for over 20 years and has more than 30 years of consulting and corporate experience. Prior to founding DELLMART, Mr. Dell was Vice President directing Cresap’s Food and Consumer Products Practice and Senior Partner and Director of Case and Company directing its Food and Distribution Practice.

Mr. Dell has performed a wide range of assignments in the areas of strategic planning, marketing, distribution, retailing, operations, pricing, organization, productivity improvement, data processing and research. Clients have included manufacturers, retailers, wholesalers, distributors and trade associations in the United States, Canada, Europe, Russia, Middle East and Africa.

A pioneer in the concept and application of both Direct Product Profit (DPP) and Activity Based Costing (ABC), Mr. Dell has directed numerous major studies modeling the costs of manufacturing, retail food, chain drug and food service industries. He served as an advisor to the Food Marketing Institute, National Mass Retailing Institute, National Candy Wholesaler Association Private Label Manufacturers Association and Comite International des Entreprises A Succursales (CIES).

Mr. Dell was the creator of BICEPS, a state-of-the-art buying and inventory control system; focus marketing and category management organization concepts; customer synchronization and comprehensive customer service operating concepts. His work on Total Company Productivity, Total System Profitability, Supply Chain Management, Vendor Sourcing, Pricing and Total Labor Control has been well received.

Before entering consulting Mr. Dell was Manager of Forecasting & Administration for the Colgate-Palmolive Company. His earlier corporate experience includes work for American Can and General Foods.

Mr. Dell received a B.S. in management from Northeastern University and an M.B.A. in marketing from Iona College. He is a frequent speaker for numerous organizations, including Food Marketing Institute, Food Distributors International and National Grocers Association. The Foodservice Distributor, Progressive Grocer, IGA, IdeaBeat and Grocery Marketing publish his articles. Mr. Dell is a member of Strategic Leadership Forum, Institute of Management Consultants, Council of Logistics Management, Warehousing Education and Research Council, Comite International des Entreprises A Succursales and Food Distribution Research Society. He is listed in Who’s Who and is a Certified Management Consultant.

  • Posted on: 11/29/2022

    Amazon and Asda go head-to-head in RetailWire’s Christmas Commercial Challenge

    Amazon provides a real heart tugger clinging to past Christmas in an unseasonal world. I simply don’t see the connection for Amazon, focusing on a limited audience. Not sure how this represents or presents the company and its function or role. ASDA incorporates a Christmas character into a store environment. The over-the-top Christmas spirit and decoration shows ASDA enjoying the season. My vote is for ASDA
  • Posted on: 11/16/2022

    Aldi Australia vs. Kroger: The RetailWire Christmas Commercial Challenge

    Aldi was a great laugh. Overly polite is not common and welcome today. Food being the object and Aldi being a food store does connect. It does add new meaning to not taking the last item. Kroger brought forth that holiday food is the glue that helps makes the season. While clearly someone was missing from the holiday, family recipes support the traditions. Kroger identified a wide range of products, that they sell, proving a soft connection. For humor Aldi wins but for holiday connection and product range Kroger gets the nod.
  • Posted on: 11/10/2022

    It’s Etsy versus Hobby Lobby to begin the 2022 RetailWire Christmas Commercial Challenge

    Both Etsy and Hobby Lobby present a range of products they sell. Etsy promotes a special gift for a special person. Hobby Lobby presents competitive holiday decorations. I believe Etsy does a better commercial job presenting that they are the place to shop for that special someone. I would reduce the travel time and add more unique gifts for that special someone.
  • Posted on: 02/04/2022

    Will Amazon’s customers go along with its Prime rate increase?

    We have one of each in our household. One addicted to Amazon Prime and one that shops for the best deal. The Amazon Prime member will not change due to a cost increase when everything else is going up like gas and food. The perceived value is greater than the cost. Note that unless you frequently purchase on Amazon and/or watch Amazon streaming, you may have to consider the cost increase. Overall, expect Amazon sales to increase and be offset somewhat by increased labor costs.
  • Posted on: 12/28/2021

    The winner of the 2021 RetailWire Christmas Commercial Challenge is …

    Hard to choose just one. I liked Etsy, Chewy, SuperValu and Macy’s. There can be many roles for a commercial including creating awareness, promoting values and selling products. This year Chewy is my winner. It shows the excitement of Christmas including the pets and connects with the company.
  • Posted on: 12/09/2021

    Commercials provide different takes on the true spirit of Christmas

    Neither commercial connects with the retailer except with an ending tag line. The SuperValu deer relates with the American Santa Claus story. Bol incorporates Saint Nichols which is not widely known in America. On this measure, SuperValu is the winner. Both commercials have great human factors and on their own could be Americanized. That said, SuperValu still gets my vote.
  • Posted on: 11/30/2021

    Is Small Business Saturday losing steam?

    I tend to shop with people I know, be it for merchandise or food. This is the strong appeal for small business. The problem is the pandemic has forced the closing of so many small businesses that there are not many left. Further, online shopping hits the small business first, due to the greater selection offered by the endless aisle. Shop small business really only reaches the early season shoppers. Most have to provide a superior shopping experience as they are not price competitive. This is a nice industry idea from a good company, but I don’t think it will ever replace Black Friday and Cyber Monday for consumers.
  • Posted on: 11/30/2021

    Who will win the first RetailWire Christmas Commercial Challenge?

    Macy’s builds on its Christmas tag line of "Believe," which you see on their New York City store, frequently during the Thanksgiving Parade. It is a good animated presentation supporting the Santa Claus story. Kohl’s shows Christmas morning as keeping the giving sprit, not just getting presents. While Kohl’s has a great message and executions, there is really no connection to the retailer. I give the nod to Macy’s, for building on their seasonal "Believe" message.
  • Posted on: 09/07/2021

    Why can’t CMOs And CIOs just get along?

    It is best to understand that these are two different types of people. Marketing is creative, always looking for a point of difference. Providing good data that marketing can search and search is what they need. Additionally, they want the ability to measure each element they change and do not know what it will be tomorrow. Technology lives in a logical path. They have a defined end product that does not change and only needs to be prepared. Further technology works with numbers and if/then statements. Another way to look at is marketing changes daily and technology does not. Equal partners should envision the end environment and work together each project to move closer to the goal.
  • Posted on: 09/01/2021

    What’s the formula for e-commerce profitability?

    Some years ago, when working with FMI, we established an industry standard costing methodology for the Supermarket industry called Direct Product Profit. This same method was used working with manufacturer costing from raw material to retail checkout. Manufacturers used this to change product packaging to increase both the retailer's and their own profitability. A key cost factor is number of touches. Every time you touch a product it increases the cost and reduces the profit. This same methodology should be used to determine how every item should move through the supply chain. Clearly, the most expensive is to select off the retail shelf and the cheapest is warehouse pick-to-light. Now difference handling and transportation options must be evaluated. Too often I see one system for a channel when it should be item or category.
  • Posted on: 08/23/2021

    Are Home Depot and Lowe’s about to hit a sales wall?

    A couple of factors will drive near term sales. First, the median price for a house has increased from $316,000 to $360,000 in one year. Here higher market entry will force more DIY sales as these new buyers cannot afford professionals. Second is the never ending COVID-19 lockdown and restrictions. Might as well fix the drain as we have nowhere to go.
  • Posted on: 08/03/2021

    Will increasing mall traffic hit a speed bump due to the Delta variant?

    To a lesser extent store traffic will be reduced for a short time in heavy virus areas. Most likely just for the Back-to-School season. That does not mean sales will be reduced. Every mall retailer should have a website that processes orders. Expect an increase in online sales over last year.
  • Posted on: 03/15/2021

    The next evolution of the supply chain will be all about visibility

    First there was warehousing and transportation with daily information. Next came logistics including inventory, warehouse and transportation. Information was daily then hourly and now real time. The whole idea for the supply chain was to provide and extend visibility. If you don’t have visibility you don’t have a supply chain you have logistics. Supply chain includes supplier visibility for inventory, on-order and in-transit. Additionally it includes customer visibility for inventory, projections and demand. The next evolution is from raw materials to consumer take away or use managed by AI.
  • Posted on: 01/28/2021

    Will vaccine reluctant Americans slow the retail comeback from COVID-19?

    All retailers are not the same so the recovery will vary from quickly to never. The food retailer increase is from the decline in eating away from home. As lockdowns stop and vaccinations increase, retail sales will decline over 2 years as eating away from home increases. Other retailers will depend on their online sales factor. Over 50% today will not recover in-store. A lower percentage will achieve some in-store increases. Only 49.2% of the population gets flu shots each year. While the flu is not as deadly as COVID-19, achieving herd level immunity will require people who have had the virus and have become immune.
  • Posted on: 12/28/2020

    Should retail CEOs be on social media?

    For most CEOs, social media is a bad idea. It reminds me of the advertising agency pitching the CEO to be the spokesman in the commercials. They build the CEO's ego until he/she buys in. But then when their non-personality falls flat, and there is no way to recover. The same thing happens in social media with the CEO as spokesman, then all assume that everyone in the company agrees. In today’s environment there is no right answer. Saying or doing one thing only upsets some other group. Focus on offering products people want and stay out of the social world, because you will always be wrong.

Contact W. Frank


  • Apply to be a BrainTrust Panelist

  • Please briefly describe your qualifications — specifically, your expertise and experience in the retail industry.
  • By submitting this form, I give you permission to forward my contact information to designated members of the RetailWire staff.

    See RetailWire's privacy policy for more information about what data we collect and how it is used.