Sesonkien tehokas hallinta & Case Plantagen

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1 Sesonkien tehokas hallinta & Case Plantagen Johanna Småros, RELEX

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3 Kaudet ja tuotteet ovat erilaisia Tuotteen elinkaari: Onko tuotteella elämää myös sesongin ulkopuolella? Sesongin pituus vaikuttaa suoraan mahdollisuuksiin reagoida toteutuneeseen menekkiin kauden aikana. Hankinnan läpimenoaika määrittelee sen, onko hankintapäätös tehtävä ennen sesonkia vai pystytäänkö tavaraa saamaan lisää vielä kauden aikana.

4 Ohjaatko kausituotteita oikein? Esimerkki: Saman tuotteen myynti ja varastotaso kahdessa eri myymälässä kauden aikana Paljon varastoa kaupassa kauden loppuessa Sekä hyllypuutteita että ylijäämävarastoa

5 Valitse ohjausmalli tilanteen mukaan

6 Yhdistä työntö- ja imuohjaus Ennen kauden loppua Ennen kautta (toimitusajan mukaisesti) Päätös hankintamääristä (aikaisemman kysynnän ja asiantuntija-arvioiden perusteella) Ennen kauden alkua Alkujako esillepanon ja mahdollisesti puskurin luomiseksi (esim. myymälätyypin tai myymäläkohtaisen menekin perusteella) Kauden aikana Automaattinen täydennys (myymäläkohtaiset ennusteet) Automaattiset hälyt (puute- tai ylijäämäriski) Päätökset lisätilauksista, kampanjoista, alennuksista Loppujako jäännösvarastojen minimoimiseksi (myymäläkohtaiset myynnit ja varastot huomioiden)

7 Learnings from the implementation of RELEX auto-order at Plantasjen Anna Jönsson RELEX SCM seminar, Jan 23rd 2013

8 * Additional 2 stores in Ireland ** CAGR Plantasjen is the leading Nordic Gardening Chain with 108 stores and sales of NOK3,5B ( 450M)

9 The Plantasjen concept WIDEST Product Range LARGEST Stores Core products are flowers and plants One-stop-shop for the garden, terrace/balcony/home Garden furniture, equipment and tools increasing in importance ,000 SKU s on a yearly basis Addressing different customer segments in terms of price/quality High share of Private Label Largest stores in local markets ( m2) Large and inspiring store design Easily accessible locations, visible from main regional routes Generous parking facilities and opening hours High capacity LOWEST Perceived Prices Full Concept Control Best value for money Hi-Lo price strategy Fully owned stores Centralization of back office processes Concept compliance systems for Store Standards Customer Service

10 Plantasjen s supply chain for dry goods Stores SE Stores FI Stores NO Central Warehouse Eskilstuna (SweThara) ~10% Central Warehouse Vestby (Thara) ~25% Direct Suppliers ~65% Direct ctn. from Asia to store Port of Gothenburg Port of Fredrikstad Asia Sourcing (~80%) European Sourcing (~20%)

11 Highly seasonal sales pattern Sales Jan Feb Mars April May June July Aug Sep Oct Nov Dec Month

12 Objective for Supply Chain: Drive increased sales in store! Build clear and profitable assortment Good product quality - value for money The right product at the right time - Push and Pull Less back-office time for administration and logistics Good logistics service

13 Step by step implementation Pre-study summer 2010 Great potential for more efficient inventory management and increased inventory turnover Great potential to improve the balance between store allocation and replenishment (minimize the number of one-time (100%) allocations) and thereby obtain a more demand-driven replenishment. Pilot autumn/winter Test RELEX in real life Secure IT support, form organization around new work routines, and identify risks and need for development (e.g. assortment management and master data) before full roll-out First roll-out spring 2011 Full year products and products with limited seasonal flow, e.g. indoor pots and cushions Sweden took on soil with very good results (+7% sales increase in 2011) but foremost a breaking point for the stores buy-in for RELEX and change in replenishment logic We added on more and more product groups during autumn 2011 and spring 2012 New organization autumn 2012 One Nordic Supply Planning department, part of SC in Stockholm but located in local market As of spring 2013, 85% of our dry goods assortment is in RELEX and we are now taking the first steps with RELEX auto-order on plants

14 Example of improved allocation accuracy Retail is detail! Sales 800 Demand Previous one-time allocation New initial allocation Replenishment Bromma Frescati Barkarby Södertälje Värmdö Stores

15 Learnings Master data Implementing RELEX at Plantasjen has made us aware of insufficient work routines and master data and forced us to work with: Inventory records in store Supplier agreements (free shipping limits) Assortment Replenishment managed via the products and stores assortment classification Start and stop date for our seasonal products control forecasting, order proposals and monitoring of risk of end-of-season stock Organization We started off with one central organization by country, however 3 x workload, different starting points, not the right competence, lead to Organization 2.0: One Nordic Supply Planning department, part of Supply Chain in Stockholm but located in local market

16 Results Positive sale increase on major product areas E.g. soil (+6%), indoor pots (+3%), cushions (+7%) in Sweden during Spring/Summer Decrease in inventory levels and improved control of our inventory levels; before, during and in the end of season (not only a RELEXeffect ) E.g. average inventory levels for cushions decreased by 15 % vs. year average during January - August 2011 Interview with COO Håkan Åkerström

17 Kiitos! Kysymyksiä?