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: 02/25/2020

    Was Burger King smart to showcase moldy Whoppers?

    This commercial was a bad idea. Watching the mold grow raises the question: why are you showing me this and is this what I will find in your restaurant? The image was so strong that I did not even hear anything, but only assumed there was a problem. This is not how you promote going to natural foods.
  • Posted on: 01/09/2020

    Will coffee drinkers miss single-use cups?

    For the everyday customer a reusable mug will work fine. Upscale restaurants have lockers where you can store your favorite wine or cigars. Putting a customer’s name on the mug, color coating based on volume and remembering the customer's normal order could be a customer service win. It could incorporate an app: just input you customer number and your order will be waiting, in your mug, when you arrive. The problem is the walk-in customers. Have two different-colored mugs. One stays in the store and one leaves the store. Mugs that leave need a top and have an extra fee attached. This the walk-in customers will not like. To expect customers to walk around with shopping bags and a mug is not realistic. This solves one problem at the cost of lost sales.
  • Posted on: 12/27/2019

    The RetailWire Christmas Commercial Challenge: The Final Competition

    Based on theme, execution and product sales message I rank them this way: 1. Target, 2. Esty, 3. Big Lots, 4. TJX and 5. Macy’s. All were enjoyable, but selling products through a holiday message is not easy.
  • Posted on: 12/19/2019

    The RetailWire Christmas Commercial Challenge: Target vs. Walmart

    Walmart presents an inclusion message, which is nice, but it is only a part of Christmas. Target shows many elements link with products they sell. The stronger Christmas message is Target
  • Posted on: 12/12/2019

    The RetailWire Christmas Commercial Challenge: Best Buy vs. Big Lots

    Best Buy’s commercial revolves around how big of a TV will fit down a chimney. Cute but a very weak storyline. Big Lots is all about decorating the house for Christmas. It shows a range of products that can be found in the store. Big Lots wins easily for selling products.
  • Posted on: 12/03/2019

    The RetailWire Christmas Commercial Challenge: Kohl’s vs. Macy’s

    Kohl’s does a great job of associating football with their product assortment. They attempt to show a wide product range, but Christmas is really an afterthought. Macy’s brings strong Christmas ties and feelings, but banks on the Thanksgiving Parade as an anchor. Macy’s does not tell you what they sell and why you should shop with them. Macy’s wins with a stronger Christmas message.
  • Posted on: 11/04/2019

    Should McDonald’s CEO have been fired over a ‘consensual relationship’?

    Some say the world has changed. First there was the feminist movement now that we have the MeToo generation. Proper manners never change and as I was told in my early corporate life, don’t mess in the kitty box. Companies have rules for a reason including no dating the opposite sex and no relative hiring. Both can cloud or change decision not for the benefit of the company. Yes, he should have been fired just as anyone working for him would have been. There are not different rules for leader and workers.
  • Posted on: 04/19/2019

    Is AI’s impact on demand forecasting more hype than reality?

    No one has a consumer product forecast that works. This is true today as it was years ago. All the research shows the same thing. External factors have significant impact on sales. In our many studies, weather and competitive active have significant impact some times. This variance is classified as the random effect. The real question is why anyone is spending time for forecasting today. We have cheap real-time computing to monitor the entire supply chain. Stop demand forecasting just use demand to run the operations.
  • Posted on: 03/27/2019

    Will retailers be ready when AR adoption takes hold?

    Augmented and Virtual Reality will be important some day, but less so today. Like everything else, selling on the internet evolves. From the beginning I said high-end luxury is less likely to sell well on the internet, but houses and water filters are a natural. We have all been wrong on what we think will sell and what actually does sell. So few consumers have experienced any form of reality. We don’t have a common technology format yet. To be effective it must be delivered over high speed internet or 5G technology. Give it 3 to 5 years and then ask the question again.
  • Posted on: 03/08/2019

    The rise of the chief artificial intelligence officer

    Artificial Intelligence is not new to the Food Industry. The first food industry application was BICEPS installed in the '80s and still operating in many retailers and wholesalers today. Any system that lasts over 30 years is different. Initial development was Case & Company and advanced by OMI. This validates the investment in AI. The rationale for this AI investment is the same as today: flood of data, shrinking available time, education costs, and employee turnover for growing companies. The CFO has been driving productive and operation improvement for years. Like all new tools AI must pay for the investment. AI applications should start to improve the internals before stepping into the externals. The CFO should be an AI campion. The CTO should be responsible for AI development. It should be considered for all new applications and systems. The CTO should have an AI director to oversee identification and implementation. An AI project is the same as any IT project. The analyst just needs to understand the job steps. Conclusion: AL management is required, but not at the C level.
  • Posted on: 02/04/2019

    Which commercial won Super Bowl LIII?

    Most disappointing Super Bowl, both game and commercials. Seems to be the year of little creativity. I understand not all commercials have me as a target, but it was very hard to determine who some of these commercials were targeting.
  • Posted on: 01/07/2019

    Retailers are shutting down their NYC flagships

    The retail landscape is continually changing otherwise retailers would not be opening and closing stores every year. All too often the flagship or first store is not evaluated. Many first stores have long outlived their usefulness but owners keep them open. It would be cheaper to make them a museum. Above a certain size closing the flagship store will have no effect other than some lost sales. When the flagship store accounts for less than 3 percent it is just another store. A retailer’s initial image comes from its flagship or first store. Over time it is more shopping environment, customer service, product selection and price and less flagship location. The larger the retailer the more the flagship stores should be evaluated just like every other store.
  • Posted on: 01/03/2019

    Will smart shelves work for Hannaford and its customers?

    Too often the vision is narrow for new technology. Covering new ground takes money and time to develop. The real problem is, there is no long-term strategy, only a list of onesies. We simply don’t know what the real future for technology is as so many concepts are one hit wonders. The idea of showing the package information on a screen will get old fast. The problem is, consumers are accustomed to continued change to satisfy a short attention span. This application is better than nothing as consumers don’t bother to read the labels we have today. What may be more useful might be to educate on how to cook or use in making a meal. Frequently changing the message for 30K+ items is not an easy task, but it is what is needed short term.
  • Posted on: 12/05/2018

    The RetailWire Christmas Commercial Challenge: Pier 1 Imports vs. TJX Companies

    The problem with Pier 1 is you don’t know who the present is for and the hug is both too long and not required. TJX identifies and solves a problem -- a much stronger and clearer message.
  • Posted on: 12/04/2018

    Walmart gives associates a tool to deal with out-of-stocks

    Question is, is it an out-of-stock or an item not carried? For years Walmart has touted its advanced inventory system providing zero out-of-stocks. For years I have observed Walmart out-of-stocks no better than their competitors. The ability to order the out-of-stock item and have it delivered in a day is good customer service and reduces some lost sales. If the item is not carried in the store, then this is another version of the endless aisle concept -- not really a Walmart strength. The open question is how many people does it take to satisfy out-of-stocks and at what cost? It may work during the holidays, but what about during low volume times?

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.