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SupplyChainMntIntro_EN
- 1. …real time CRM Supplychain optimisation © Invite CRM, Ltd, 02/2011
- 2. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 2 Reasons for broaden cooperation. Why now? • Market – Increased diversity of customers – Understanding shopping behaviour – segmentation – Tracking trends – Increased margin pressures – need for higher effectiveness • Supply chain optimisation – Electronic data exchange – Assortment optimisation – Logistics optimisation – Forecasting and replenishment – Campaign management Optimisation run since 80s in food retail – Wal-Mart and P&G, Tesco and ClubCard, non-food is falling back for now, but…
- 3. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 3 Levels of cooperation – benefits for supplier Supply chain optimisation De/listing Document management Stock management Deal clearing Market data exchange Basic sales data – categories, SKUs Sales data combined with customer (data from loyalty program) Complex data – substitutes, associations (transaction and market data) Joint planning and management Assortment management ATL and BTL campaigns management Event management
- 4. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 4 Supply chain optimisation – detail • Interface connects product catalogue with POS, stock and accounting system on both sides • Supplier inputs its products in predefined structure, consequently confirmed by retailer – both sides view the same, actual data – no duplicates, errors etc. • Optimisation run in following areas – De/listing – Ordering – Acceptance protocol – Goods transfer – stores, DC – Invoicing – Goods sold in commission – Possibility to connect to current EDI Benefits: • Single view at catalogue for both sides – less errors • Faster product list inputs – de/listing process • reduction in transaction costs with key accounts with high level of automation • Reduction of cash levels bind in slow moving stock • More precise invoicing reflecting in lower number of dispute items and transaction costs Transaction costs reduction (upto 80%) Dispute invoice items reduction (upto 90%) Manual process errors reduction (upto 80-90% according to level of automation)
- 5. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 5 Effective supply chain model purchasingportal productcatalogue supplier retailer de/listing pricing clearing campaignmanagement ERP distribution sales promotions cash register e-shop warehouse
- 6. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 6 Effective supply chain data flows
- 7. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 7 Listing and maintenance process
- 8. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 8 Market data exchange – detail • Data exchange runs on 3 levels using the same data interface as purchasing, only extended by further data (content) • Content is graduated according to richness with adequate fee structure • Basic rough data can be extended by trends, basket data, data mining, decision trees, cognitive maps etc. • Thanks to Memrb participation data interpretation, ad hoc projects is possible Benefits: • Supplier gets online view on sales in required structure or structure agreed with retailer • Promo and campaign data are available too • Historical data are included, later extended by predictions – assortment and stock forecasting • Sales data are combined with customer perspective to optimise marketing strategy • As result achieving more effective sales and brand building • We expect full toy market representation as other toy chains will enter the panel Data interpretation – VAS and ad hoc services Complex data – substitutes, associations (transaction and market data) Sales data combined with customer (loyalty program, promo reactions) Basic sales data – categories, SKUs
- 9. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 927.11.2016 9 Data sources Consolidated DB Transactional data Cash registers E-shop E-procurement Research data Primarily market data Qualitative Quantitative Online behaviour Corporate web Community web Public web Market data Sector data Promo analyses
- 10. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 10 What data will be available – examples Over 100 types of analyses identified for more effective purchase and sales • Social-demographic characteristics • Interest profile • Visit frequency • Purchase value • Basket structure – in different periods, occasions – Xmas, birthday, other • What is purchased together – associations • Relationship between age and toy preferences • Purchase trajectory through store – reactions to display • Main (destination) and supplementary items • Substitute items (brands) • Price sensitivity measurements • Campaign reactions • Event participation • Responses to questionnaires – evaluation of brands, heroes, products etc. • …
- 11. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 11 Joint planning and management – detail • Assortment management – Aligning view at categories – as new customer perspective – Reflected upto store level – More targeted positioning (why) of chain, categories and correct understanding of their roles • ATL and BTL campaigns management – Joint campaign planning based on purchase decision knowledge and segment expectations (obtained thanks to data exchange) – More targeted „value proposition“, higher response rate, more effective retailer and supplier brand building • Event management – Exploiting store floor space – entertainment shopping, brand experience, active brand building with target group participation – Brand experience extension outside store – loyalty program, customer portal Benefits: • Joint definition of „customer value“ – what different customer groups expect, how to present it, how to communicate with them – segmented approach • Feedback on supplier marketing strategy impact – target group x marketing message x customer reaction • Better assortment planning, campaign and results prediction – lower stock, higher turnover • More effective brand building – involving all channels, including point of sale events – „brand experience“ concept coming alive
- 12. 27.11.2016 Supply chainoptimisation, © Invite CRM, Ltd, 02/2011 12 Different views at categories… Purchase perspective • Toys • Cars • RCM • Textile • Jackets • … • Baby goods • Nannies • … Reporting perspective • Material • Plastic • Metal • Wood • SW • Deal type • Commission • Direct sale • … • Topic • Thomas • Spiderman • Barbie • Lego City • Lego Atlantis Customer perspective • Plush • Pets • Training • Gifts • Heroes • … • Family • Social • Games (Wii) • …