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Retail Supply Chain in Omni-channel Era: Facing the Challenges
J.Roberto Lyra, Olivia Amaral, Murilo Stankevicx, Dra. Eliane Simões, Dr. Getulio Akabane
Abstract
“The omni-channel should be part of any trategy for retailers
growth thus the importance of a solid back office in order to
support the new demands is the key success factor. This
research aims to present the Brazilian big player’s experiences
supported by literature review and analysis of specific
documents.”
The Evolution of Channel Integration
Source Mirsch, T. et al, 2016)
Characteristics Multi-Channel Cross-Channel Omni-Channel
Path of
Product/Service/
Information Delivery
Channels Channels and touchpoints Channels and touchpoints
Integration
No switching between
channels possible
Switching between certain
channels and touchpoints
possible
Seamless switching among
all channels and
touchpoints possible
Management Separeted By Channel
By channel or connected
channels and touchpoints
Across all channels and
touchpoints
Goals By Channel
By channel or connected
channels and touchpoints
Across all channels and
touchpoints
Interaction Two way Any type Any type
Data
Data are not shared across
channel
Data are partially shared
across channels
Data are y shared across
all channels
Omni-Channel is about transformation ….
Off-Line On-Line
• New technologies and Millenials are pushing the transformation.
• Borders are being blurred ….
TO
• Multi sales & delivery points;
• Empowered sales associates offer any available
business inventory;
• Showroom (focus on enhancement of CX)
• Multi Sales Returns
• Micro Distribution Centers (DC)
• Entertainment Centers
The Physical Stores
FROM
• Single sales and delivery points
• Sales associates focus on selling
products from stores or channels
• Single Sales Returns
• Showroom (focus on selling
products)
Retailer & Customer Relationship
• From one single experience for all customers to
personalized experiences for different customers !
• Big Data & Analytics as an enabler for customer
differenciation !
• “One size fits all” strategy does not work anymore !
Product Delivery to Consumer
The customer is not worried about sales channels ....He Just wants to
shop ....
• Physical Stores, Warehouses
• Pick Up points (Lockers, Gas Station, Tube)
• Home
The customer experience may begin and end anywhere…
This new demand of omni-customers requires a strong back office
integration involving the whole value chain.
.... and receive!
Supply Chain & Logistics
Supplier StoreDC
Customer
Traditional
“ The traditional supply chain is about shifting large brown boxes to big boxes.”*
David Jones Supply Chain Director
Waitrose
Source: Re-engineering the supply chain for the omni-channel of tomorrow. The EY and Consumer Goods Forum Research
Supply Chain & Logistics
Supplier
Store
DC
Pick Up Point
Customer
Omni SCM
“Getting fulfillment right from the channels will bring
more satisfied and loyal consumers. Fail and they will go
everywhere. “*
*A DHL perspective on implications and use cases for the logistics industry (2015
Supply Chain & Logistics
• How prepared do you think your organization is to handle omni-channel
retailing ?
Source: Omni-channel supply chains remain immature; Source: 2015 19th yearly Third-Party Logistics Study
Supply Chain & Logistics. The inventory issue.
In omni-channel eco-system inventories are managed at business level. So
the decisions regarding inventory allocation and replenishment are more
complex ....
Before: Now:
Stock Availability
Transportation Costs
Delivery Restrictions
Tax Restrictions
Stock Availability
Transportation Costs
Delivery Restrictions
Workforce
Forecasts
Aging
Promo
Commercial Policies
Tax Restrictions
Back Office Integration is the foundation of Omni-Channel
Commercial
Policies
HR
PlanningMarketing
Stocks
Price and Commercial
Conditions can be
different. Explore
promotions and SLA.
Service levels tend to be higher in
traditional store formats.
(Grewal et al., 2010; Pan et al., 2004)
1
And what is happening in Brazil ....
Back Office Integration is the foundation of Omni-Channel
Commercial
Policies
HR
PlanningMarketing
Stocks
Price and Commercial
Conditions can be
different. Exploring
promotions and SLA.
Service levels tend to be higher in
traditional store formats.
(Grewal et al., 2010; Pan et al., 2004)
1
IS
Source: One firm, one product, two prices: Channel-based price differentiation and customer retention
Commercial
Policies
HR
PlanningMarketing
Stocks
Reviewing skills and
compensation plans
for Sales Associates
Back Office Integration is the Foundation of Omni-Channel
2
“Even if a retailer
is offering multichannel
access, there is often a
“silo” mentality—online
and traditional channels
are treated separately,
and are often managed by
different people and
departments that do not
fully cooperate.”*
Piotrowicz, W. &
Cuthbertson, R. (2014)
IS
Source: Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing
Commercial
Policies
HR
PlanningMarketing
Stocks
Integrated Planning is
done considering
channel integration.
Back Office Integration is the foundation of Omni-Channel
3
IS
“Integration of channels
into demand planning will
help retailers expose all
inventory – in-store and in
the DC – to omni-channel
customers.”
Gibson, et al (2016)
Commercial
Policies
HR
PlanningMarketing
Stocks
Planning & Execution
considering both
Physical Stores and
and Website
Back Office Integration is the foundation of Omni-Channel
4
“Retailers need to be prepared
to align their entire operations
with omni-channel retailing,
from marketing and
distribution, to staffing and IT.
The omni-channel Opportunity
Delloite (2014)
IS
Commercial
Policies
HR
PlanningMarketing
Stocks
Sharing Stocks &
Logistics resources
Back Office Integration is a Foundation to Omni-Channel
5
“Retailers are building out systems
and processes to accurately track
and manage inventory in the
network.”
Capgemini & GS1 US, 2014
IS
Source: How to Create an Always-On, Always-Open Shopping Experience
Supply Chain & Logistics is adapting to Omni era ….
Physical Store as mini DC
• Replenishment of physical stores along with DCs and
Suppliers or attending e-orders speeding up delivery,
increasing customer satisfaction
Same day delivery:
• BDA & analytics enabling companies to look into future
demand patterns releasing and delivering products from
locals closer to the customer.
Supply Chain & Logistics Journey to Omni-Channel
Challenges:
Tech Investments
Different
Pricing Policies
Cultural Barriers
Lack of
Collaboration in
SC
Tax Legislation
Brazilian retailers are ….
Considering Omni-Channel transformation as part of business strategy.
Investing in
Technologies is part of
the roadmap (OMS,
BDA, Cloud);
Eliminating internal
silos, reviewing
organizational
structures;
Training HR,
empowering them;
Reviewing and
enhancing of internal
and external
processes…
J. Roberto Lyra, MBA, PMP
Supply Chain & Logistics Professional
jose.lyra@cpspos.sp.gov.br
jroberto.lyra@vcs2pro.com
https://www.linkedin.com/in/joserobertolyra/
Supply Chain & Logistics Journey
Challenges:
• Technology Investments
• Different pricing policies;
• Cultural barriers;
• Lack of Collaboration;
• Tax legislation

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Retail Supply Chain in Omni-channel era. Facing the Challenges

  • 1. Retail Supply Chain in Omni-channel Era: Facing the Challenges J.Roberto Lyra, Olivia Amaral, Murilo Stankevicx, Dra. Eliane Simões, Dr. Getulio Akabane
  • 2. Abstract “The omni-channel should be part of any trategy for retailers growth thus the importance of a solid back office in order to support the new demands is the key success factor. This research aims to present the Brazilian big player’s experiences supported by literature review and analysis of specific documents.”
  • 3. The Evolution of Channel Integration Source Mirsch, T. et al, 2016) Characteristics Multi-Channel Cross-Channel Omni-Channel Path of Product/Service/ Information Delivery Channels Channels and touchpoints Channels and touchpoints Integration No switching between channels possible Switching between certain channels and touchpoints possible Seamless switching among all channels and touchpoints possible Management Separeted By Channel By channel or connected channels and touchpoints Across all channels and touchpoints Goals By Channel By channel or connected channels and touchpoints Across all channels and touchpoints Interaction Two way Any type Any type Data Data are not shared across channel Data are partially shared across channels Data are y shared across all channels
  • 4. Omni-Channel is about transformation …. Off-Line On-Line • New technologies and Millenials are pushing the transformation. • Borders are being blurred ….
  • 5. TO • Multi sales & delivery points; • Empowered sales associates offer any available business inventory; • Showroom (focus on enhancement of CX) • Multi Sales Returns • Micro Distribution Centers (DC) • Entertainment Centers The Physical Stores FROM • Single sales and delivery points • Sales associates focus on selling products from stores or channels • Single Sales Returns • Showroom (focus on selling products)
  • 6. Retailer & Customer Relationship • From one single experience for all customers to personalized experiences for different customers ! • Big Data & Analytics as an enabler for customer differenciation ! • “One size fits all” strategy does not work anymore !
  • 7. Product Delivery to Consumer The customer is not worried about sales channels ....He Just wants to shop .... • Physical Stores, Warehouses • Pick Up points (Lockers, Gas Station, Tube) • Home The customer experience may begin and end anywhere… This new demand of omni-customers requires a strong back office integration involving the whole value chain. .... and receive!
  • 8. Supply Chain & Logistics Supplier StoreDC Customer Traditional “ The traditional supply chain is about shifting large brown boxes to big boxes.”* David Jones Supply Chain Director Waitrose Source: Re-engineering the supply chain for the omni-channel of tomorrow. The EY and Consumer Goods Forum Research
  • 9. Supply Chain & Logistics Supplier Store DC Pick Up Point Customer Omni SCM “Getting fulfillment right from the channels will bring more satisfied and loyal consumers. Fail and they will go everywhere. “* *A DHL perspective on implications and use cases for the logistics industry (2015
  • 10. Supply Chain & Logistics • How prepared do you think your organization is to handle omni-channel retailing ? Source: Omni-channel supply chains remain immature; Source: 2015 19th yearly Third-Party Logistics Study
  • 11. Supply Chain & Logistics. The inventory issue. In omni-channel eco-system inventories are managed at business level. So the decisions regarding inventory allocation and replenishment are more complex .... Before: Now: Stock Availability Transportation Costs Delivery Restrictions Tax Restrictions Stock Availability Transportation Costs Delivery Restrictions Workforce Forecasts Aging Promo Commercial Policies Tax Restrictions
  • 12. Back Office Integration is the foundation of Omni-Channel Commercial Policies HR PlanningMarketing Stocks Price and Commercial Conditions can be different. Explore promotions and SLA. Service levels tend to be higher in traditional store formats. (Grewal et al., 2010; Pan et al., 2004) 1 And what is happening in Brazil ....
  • 13. Back Office Integration is the foundation of Omni-Channel Commercial Policies HR PlanningMarketing Stocks Price and Commercial Conditions can be different. Exploring promotions and SLA. Service levels tend to be higher in traditional store formats. (Grewal et al., 2010; Pan et al., 2004) 1 IS Source: One firm, one product, two prices: Channel-based price differentiation and customer retention
  • 14. Commercial Policies HR PlanningMarketing Stocks Reviewing skills and compensation plans for Sales Associates Back Office Integration is the Foundation of Omni-Channel 2 “Even if a retailer is offering multichannel access, there is often a “silo” mentality—online and traditional channels are treated separately, and are often managed by different people and departments that do not fully cooperate.”* Piotrowicz, W. & Cuthbertson, R. (2014) IS Source: Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing
  • 15. Commercial Policies HR PlanningMarketing Stocks Integrated Planning is done considering channel integration. Back Office Integration is the foundation of Omni-Channel 3 IS “Integration of channels into demand planning will help retailers expose all inventory – in-store and in the DC – to omni-channel customers.” Gibson, et al (2016)
  • 16. Commercial Policies HR PlanningMarketing Stocks Planning & Execution considering both Physical Stores and and Website Back Office Integration is the foundation of Omni-Channel 4 “Retailers need to be prepared to align their entire operations with omni-channel retailing, from marketing and distribution, to staffing and IT. The omni-channel Opportunity Delloite (2014) IS
  • 17. Commercial Policies HR PlanningMarketing Stocks Sharing Stocks & Logistics resources Back Office Integration is a Foundation to Omni-Channel 5 “Retailers are building out systems and processes to accurately track and manage inventory in the network.” Capgemini & GS1 US, 2014 IS Source: How to Create an Always-On, Always-Open Shopping Experience
  • 18. Supply Chain & Logistics is adapting to Omni era …. Physical Store as mini DC • Replenishment of physical stores along with DCs and Suppliers or attending e-orders speeding up delivery, increasing customer satisfaction Same day delivery: • BDA & analytics enabling companies to look into future demand patterns releasing and delivering products from locals closer to the customer.
  • 19. Supply Chain & Logistics Journey to Omni-Channel Challenges: Tech Investments Different Pricing Policies Cultural Barriers Lack of Collaboration in SC Tax Legislation
  • 20. Brazilian retailers are …. Considering Omni-Channel transformation as part of business strategy. Investing in Technologies is part of the roadmap (OMS, BDA, Cloud); Eliminating internal silos, reviewing organizational structures; Training HR, empowering them; Reviewing and enhancing of internal and external processes…
  • 21. J. Roberto Lyra, MBA, PMP Supply Chain & Logistics Professional jose.lyra@cpspos.sp.gov.br jroberto.lyra@vcs2pro.com https://www.linkedin.com/in/joserobertolyra/
  • 22. Supply Chain & Logistics Journey Challenges: • Technology Investments • Different pricing policies; • Cultural barriers; • Lack of Collaboration; • Tax legislation