A Message to Senior Leadership
You don’t need any more advice as to how to grow sales and improve the bottom line. Challenges abound and it always seems the answers center around reducing operating costs and cutting out any discretionary spending.
“Federal polices have hobbled America’s entrepreneurial strength by needlessly driving up the cost and complexity of doing business, especially for smaller companies. Cumbersome regulation of employment, the environment, and product liability needs to give way to better approaches involving less cost and litigation; yet special interests block reform and the U.S has become a high-tax country not only in terms of rates but also administrative hassle. Infrastructure bottlenecks, due to neglect and poorly directed spending are driving up costs in an economy increasingly dependent upon logistics”.
“Collectively, these unnecessary costs of doing business, couples with skill gaps, are becoming significant enough to drive investments out of the country, including investments by American companies. Instead of addressing the real reasons for offshore investment, the parties spar over closing tax “loopholes,” even though U.S. corporate rates are among the highest in the world. Where is the strategic thinking?”
These two paragraphs were written by Professor Michael Porter, the Bishop William Lawrence University Professor at Harvard Business School, and a leading authority on competitive strategy, for Business Week, November 10, 2008.
This article deals with the lack of a strategic plan to keep America competitive. It is a well written and enlightening article.
Professor Porter’s argument is analogous to the challenges that the retail industry is struggling with, particularly in avoiding unnecessary costs and disruptions in their supply chains while at the same time desperately trying to grow sales. It is apparent that the burdens placed on industry by our government, and foreign governments if companies are involved in global supply chains, are overwhelming.
But not all of them are so taxing as what we are doing to ourselves. At a recent meeting a retailer said that a major problem resulting from supplier non-compliance is out-of-stock products at retail. For the supplier, compliance penalties amount to nearly 2% of gross sales. For the retailer out-of-stocks at the store continue in the range of 8 to 15 percent, depending upon what is on promotion and the time of the week. Both the retailer and the supplier lose in a compliance game that has been played for years where short payments are counted in billions of dollars. And lost sales from stock outs reduce revenues for both parties and leave customers unhappy.
Short payments aside for a moment, it is the cost of quality that goes unnoticed in most discussions. The voluminous, granular and unique requirements that retailers have placed on suppliers result in numerous one off technology and process demands that make meeting most retail requirements both a costly and an unreliable challenge. The magic that VICS created when it first brought retailers, suppliers, service providers and consultants together 25 years ago was the adoption of common business guidelines. By agreeing on guidelines, retailers enabled suppliers to be more productive and products moved to retail effectively and efficiently. Logistics costs as a percent of sales for the department stores and mass merchants fell to their lowest levels and service improved dramatically.
Over time as they tried to find ways to differentiate their companies, retailers drifted away from some of the common guidelines and consequently the suppliers had to begin to accommodate many different compliance requirements. And the problem has grown worse by the year.
The Retail Compliance Council analysis from their 2006 Deduction Policy Review of 34 retailers indicated only 22 of almost 500 compliance requirements were shared by 50 percent of the retailers. Over 300 of the 500 were shared by 3 or fewer retailers. This means that suppliers have to build out unique capabilities for each retailer, sometimes with the requirements of different retailers contradicting one another. Worse, sometimes the requirements from the same retailer are conflicting, causing not only higher costs for the supplier but also for the retailer.
Senior leadership in the retail industry is not engaged and has little understanding of what is taking place in their organizations. Strategic goals have been replaced by granular, tactical and silos of requirements that confuse suppliers and reduce their ability to help retailers meet their real goals. Senior leadership sees compliance problems and charge backs as a cost of doing business. Changes and requirements are made by retailers with no regard for the impact on the supplier. Initiatives are conceived in silos without consideration of their impacts to the retailer, supplier base, or industry standards. This has become more complicated given the amount of product that is off-shored.
I recommend that senior leaders bring together each of their key players and have them create a strategic plan that will clearly identify how to adopt standard business processes with a focus on meeting strategic goals and not departmental interests. The next step is to meet with their key trading partners, who have gone through a similar process, to understand the challenges and solutions that can benefit each company and trading relationship. Simply stated, share as much information as you can about predicting and adjusting demand (S&OP, CPFR processes), then clean up your supply chain communications to allow your suppliers to execute as best as possible. Doing these well are competitive advantages that folks like Walmart, Lowes, and Best Buy continue to demonstrate. The companies that do it well are best positioned to respond quickly to rapidly changing economic conditions.
As part of any initiative, training and education must be embraced as key enablers! On the job training is very important, but in many ways contributes to doing business as usual. Getting back to common standards and a focus on overall execution rather than unique process compliance requires retailers and their suppliers to gain an understanding of new technologies and services that can have a dramatic impact on establishing and meeting business requirements. Gaining this knowledge and seeing its impact within the business takes time, but will be worth it in the long run. It is hard to change, but doing things the way we’ve been doing it – and continuing to have the same problems – doesn’t make sense. Retailers need to have an open mind in embracing both standards and education both internally and with their partners. Collaboration will add greater value than confrontation.
Goal setting and scorecards that each partner agrees to will play a major role in success but only if senior leadership remains actively involved. This age old problem will stay with retail until senior leadership becomes engaged and is made aware of any variation from business guidelines that place their company in a unique position. Competitive advantage does not come from differentiating at the process level, but through excellence in supply chain execution.
Thanks to Al Sambar KSA; Norm Katz, Katzscan; Steve Rosenberg, GS1 US; and Bryan Larkin, GXS for their help in writing this article.
Don’t wait to be great…Collaborate! ®


