lose less and sell more : using the ecr europe approach to manage shrinkage
DESCRIPTION
LOSE LESS AND SELL MORE : Using the ECR Europe Approach to Manage Shrinkage. Adrian Beck Reader in Criminology University of Leicester , UK. Structure. Defining Shrinkage The Scale of the Problem Key Principles of Effective Shrinkage Management A Case Study in Success. Defining Shrinkage. - PowerPoint PPT PresentationTRANSCRIPT
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LOSE LESS AND SELL MORE: Using the ECR Europe Approach
to Manage Shrinkage
Adrian BeckReader in Criminology
University of Leicester, UK
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Structure
• Defining Shrinkage• The Scale of the Problem • Key Principles of Effective Shrinkage
Management• A Case Study in Success
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Defining Shrinkage
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Processfailures
Inter-company
fraud
Internaltheft
Externaltheft
Shrinkage
Original ECR Europe Definition Shrinkage
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What Does Shrinkage Mean?
Inter-Company Fraud
Process Failures
Internal Theft
External Theft
Deliberate Under/Over Delivery Invoice Errors Quality and Weight of Items
Inventory Errors Promotion Errors Pricing Errors Stock Going Out of Date Damage to Stock Product Delivery/Scanning Errors Theft of Stock and Cash ‘Grazing’ Collusion
Shoplifting Till Snatches Returning Stolen Goods Burglary ‘Grazing’
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New Shrinkage Typology
TOTAL LOSS
Shrinkage Cash Loss
Process Variance
Product Loss
Value Variance
In Auditing
At Checkout
Product Movement
Data Errors
Damage
Spoilage
Internal Theft
External Theft
Reductions
Pricing
Missed Claims
Internal Theft
External Theft
Error
Unknown Loss
Unknown Cash Loss
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Scale of the Problem
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International ComparisonsYearYear SourceSource SizeSize
2002 National S’market Res. Group (US)
2.32
2004 ECR Europe 1.84
2003 Retail Council of Canada 1.75
2006 Food Marketing Institute (US) 1.69
2006 NRSS (US) 1.59
2002 ECR Australia 1.52
2003 Otago University (New Zealand) 1.50
2006 European Theft Barometer 1.24
2003 Eurohandelinstituts (Germany) 1.23
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Shrinkage Retail Iceberg
51%
49%
• Lack of visibility
• Lack of awareness
– When did it happen?
– Where did it happen?
– How did it happen?
– Who was responsible?
• Lack of accountability
• Prioritisation of the most
visible/acceptable
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Causes of Retail Stock LossStudy External Internal Process Vendor
Otago Univ (New Zealand) 68 12 20 3
European Theft Barometer 49 31 14 6
ECR Europe 38 28 27 7
Retail Council of Canada 35 40 18 7
Food Marketing Institute (US)
35 38 18 8
ECR Australia 35 25 29 11
NRSS (US) 33 47 15 5
National S’market (US) 20 57 ? ?
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Location of the Problem
24%
Manufacturer Distribution
5%
Retail Distribution
71%
Retail Stores
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Retailer’s Missed Profit Opportunity
0%
1 %
2 %
3 %
4 %
5 %
Current Potential
Ave
rag
e R
etai
ler
Mar
gin
AverageRetailer
ProfitMargin
2.99%
62% Margin Growth
1.84%
AverageRetailerShrinkMargin
4.83%
1.84%
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Shareholder Value
Net Income Shareholder Value
€1 Incremental Sales € 0.15 € 3.00
€1 Inventory Reduction € 0.20 € 4.00
€1 Shrinkage Reduction € 0.70 € 14.00
Calculated by the Cranfield School of Management based upon the following assumptions Sales Margin = 15%; Inventory Holding Costs = 20%; Net Overhead Cost = 30%; Share Price is a Multiple of 20 on Net Income.
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Principles of Effective Shrinkage Management
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Guiding Principles
• Engage senior management
• Convince them of the opportunity
• Show the impact on the consumer
• Persuade them that a multi functional
approach is required
• Secure resource
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Guiding Principles
• Measure the problem
• Data accessibility, timeliness and granularity
• Mining the data warehouse
• Monitor and generate transparency
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Data mining...
10p report
14,836,947 products
£12,000,000 shrinkage1.48 billion kr
Cashier error?
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Guiding Principles• Promote inter and intra company
collaboration • Who needed to be involved? – Manufacturer
• Design team• Production• Supply Chain• Marketing• Sales
– Retailer• Buyer/Merchandising• Loss Prevention• Supply Chain• Store Operations
– Environmental agency
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Before After
End to End Solutions
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Guiding Principles
• Adopt a systemic and systematic approach
– The ECR Europe Road Map
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ECR Shrinkage Road Map
CORPORATE POLICY
Map & Measure
Develop Solutions
Implement
Evaluate Plan
Analyse
Wake Up
Call!
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Crisis-Driven Shrinkage Management
CORPORATE POLICY
Map & Measure
Develop Solutions
Implement
Evaluate Plan
Analyse
Wake Up
Call!
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Example Tool: 5 Whys
There is no product on the shelfProblemProblem
2. Why?2. Why? Replenishment team cannot find it
3. Why?3. Why? All packs seem to look the same
1. Why?1. Why? Because it is in the back room
4. Why?4. Why? No differentiation except by barcode
5. Why?5. Why? Pack designed to suit DC operation
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ECR Road Map Principles
• Collaborate and engage all stakeholders
• Focus effort on the processes:
Products/Information/Money
• Identify greatest oppportunities then target
root causes
• Remove the opportunity for loss or error
• Encourage evaluation & learning
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ECR Road Map Benefits
• Ensures the right resources and people
engaged
• Better and more sustainable results
• Less daunting
• More cost efficient
• Higher probability of success
• Quicker to implement
• Lessons can be reapplied to other problems
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Guiding Principles
• Unlock the value of the 'hot' concept– Products– Places– People– Processes
People
Places
Products Processes
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Hot Products Example
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Benefits of the ‘Hot’ Concept
• Avoids spreading valuable resources too thinly
• Focus on the vital few amongst the trivial many
• Rapid impact
• Greatest return
• Possible diffusion of benefits
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Guiding Principles
• Focus on process failures first – Removes opportunity
• Receipt process• Returns
– Masks malicious activity– Delivers
• Quick wins• Cost effective wins• Sustainable solutions
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Process Compliance & Shrinkage96%
1.5%
73%
4.7%
56%
4.5%13%
8.0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Store 1 Store 2 Store 3 Store 4
ComplianceShrink
Source: Ahold Hypermarkets: Czech: 2004
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Guiding Principles
• Encourage innovation and experimentation– Keep ahead of the game– Initiate…….
• Pilot Studies on new ideas• Road Map projects with suppliers• Benchmarking against industry surveys
– Experiment…..• New solutions• New store layouts
– ECR survey showed that retailers who innovated and experimented most had 20% lower shrinkage
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Guiding Principles
• Document learning and disseminate success
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Measure
Collaborate
Focus on Hot Concept
Innovate
Experiment
Adopt Systemic a Systematic
Approach
Motivate Staff
Start with Non Malicious
Shrink
Disseminate DocumentLearning
Use the Road ECR Road Map
Adherence to
Procedures
Engage SeniorManagement
Guiding Principles
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The ECR Road Map in Action:Tesco and P&G Case Study
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The Problem - 2003
• Products Locked Up
• Shelf “out of stocks”
Failing to serve the customer and failing to support their businesses
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Tesco UK Shrinkage - 2003
Unknown losses at Retail As % of Sales
Health and Beauty 3.0%
Wines and Spirits 1.0%
Clothing 3.0%
Home Entertainment 3.5%
Total Company 1.01%
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Tesco - Call to Action• “Got the call” from the very top
• “Licence” to work across functions to reduce
shrinkage
• Permission granted to take drastic action if
needed
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Plan
• Hot Products
• Hot Stores
• Look for Internal Process Failures
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Hot Products...Health & BeautyProduct This Period Mismatch This Period Sales Counts Waste
Description Gain LossNet mismatch
(Ret Value) SalesMismatch %
Sales RAGBRAUN ORAL B REPL HEAD TWIN PACK (8,475) 41,099 32,624 238,160 13.70% R 70 0.47%BRAUN ORAL B REPLACEMENT HEAD4'S EB17-4 (5,373) 20,596 15,223 73,067 20.83% R 28 0.90%JOHNSONS BABY EXTRACARE WIPES 64 (5,114) 18,975 13,861 607,965 2.28% R 23 0.22%COLGATE WHITENING TOOTHPASTE 100ML (6,041) 18,324 12,283 316,867 3.88% R 59 0.16%OIL OF OLAY TOTAL EFFECTS MST REG 50ML (5,089) 12,962 7,874 43,564 18.07% R 36 0.93%SMA GOLD BABY MILK 900G (3,974) 11,393 7,419 359,183 2.07% R 91 0.14%NIVEA VISAGE ANTI WRINKLE Q10REPAIR CRME 50ML (3,926) 11,300 7,374 28,276 26.08% R 75 0.29%OIL OF OLAY TOTAL EFFECTS NIGHT T/MENT 50M (2,357) 8,770 6,413 24,774 25.89% R 32 2.07%AQUAFRESH MULTI ACTION WHITENINGTOOTHPASTE 100ML (2,739) 9,122 6,383 55,449 11.51% R 29 0.08%CREST SPINBRUSH KIDS BOY/GIRL (1,943) 8,308 6,365 43,751 14.55% R 24 0.32%NUROFEN LIQUID CAPSULES 16'S (1,136) 7,257 6,121 116,935 5.23% R 45 0.37%OIL OF OLAY TOTAL EFFECTS MST F/F 50ML (4,903) 10,653 5,750 31,654 18.16% R 31 1.25%PAMPERS BABY DRYECONOMY PACK JUNIOR 54 (2,885) 8,551 5,666 255,960 2.21% R 89 0.07%SMA PROGRESS FOLLOW ON MILK 900G (2,527) 7,550 5,023 252,922 1.99% G 61 0.12%NUROFEN TABLETS 16S (1,764) 6,653 4,889 217,533 2.25% R 42 0.07%GILLETTE MACH 3 TURBO CARTIDGES 8'S (8,316) 12,979 4,664 234,109 1.99% G 43 0.13%HUGGIES FREEDOM LGE CONVENIENCE PACK 30 (2,628) 7,290 4,661 110,833 4.21% R 122 0.30%CREST SPINBRUSH YOUTH/MULTIANGLEREPLACEABLE HEAD (2,517) 6,840 4,323 40,952 10.56% R 20 0.23%COLGATE ACTIBRUSH KIDS <COLOURED> (7,689) 11,783 4,095 25,428 16.10% R 16 1.02%PAMPERS BABY WIPES REFILL 72 (4,427) 8,465 4,038 163,495 2.47% R 129 0.11%COW & GATE PREMIUM 900G (2,659) 6,650 3,990 134,089 2.98% R 51 0.11%GILLETTE MACH 3 CARTRIDGES 4'S (12,278) 16,232 3,953 254,737 1.55% G 117 0.05%ANADIN EXTRA TABLETS 16'S (1,214) 5,166 3,952 189,994 2.08% R 66 0.19%ORAL B 5000 PROFESSIONAL CARE 3D T/BRUSH (12,212) 16,066 3,855 43,406 8.88% R 21 1.06%
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Hot Stores...
STEVENAGE EXTRA 74,274£ RUGBY 60,847£ POTTERS BAR 99,989£ LEICESTER EXTRA 60,359£ HULL 47,343£ HORSHAM 68,492£ SLOUGH EXTRA 56,160£ SOLIHULL 46,599£ AMERSHAM 64,113£ SANDHURST EXTRA 46,804£ CHESTERFIELD 44,347£ HATFIELD 54,574£ PURLEY EXTRA 44,190£ ELY 43,072£ OSTERLEY 53,458£ BURSLEDON TWRS EXTRA 42,969£ HANDFORTH 42,451£ SHOREHAM 49,377£ READING EXTRA 42,709£ CARLISLE 2 40,151£ ELMERS END 49,150£ PRESCOT EXTRA 41,498£ MARTLESHAM 38,697£ LITTLEHAMPTON 47,748£ BOREHAMWOOD EXTRA 41,450£ ROCHDALE 37,913£ SOUTH TOTTENHAM 46,974£ NEW MALDEN EXTRA 40,650£ KETTERING 37,580£ SALISBURY 2 46,708£ ALTRINCHAM EXTRA 38,362£ WORKSOP 36,487£ RICKMANSWORTH 43,891£ NEWCASTLE U/T EXTRA 36,812£ STOKE 36,438£ LUNSFORD PARK 43,274£ YORK TADCASTER ROAD 36,400£ DAVENTRY 35,415£ EVESHAM 41,978£ LEEDS SEACROFT EXTRA 35,154£ BOSTON 35,349£ WOODFORD GREEN 41,601£ WHITSTABLE EXTRA 34,725£ MOLD 34,435£ PETERSFIELD 41,354£ YEADING EXTRA 32,606£ MILTON 34,416£ HELSTON 41,048£ SWINDON EXTRA 31,277£ CLITHEROE 33,189£ TWICKENHAM 40,898£ HAYES BULLS B/DGE EXT 31,042£ DUDLEY 32,893£ SUTTON- CHEAM PK FARM 40,530£ SOUTHPORT EXTRA 28,009£ DEREHAM 32,851£ NEWTON ABBOT 40,407£ NEWBURY 27,826£ GOOLE BOOTHFERRY ROAD 32,696£ WINCHESTER 40,085£ WREXHAM EXTRA 27,823£ POLLOK 31,688£ ASHFORD MIDDLESEX 39,604£ M K KINGSTON EXTRA 27,434£ FALKIRK GRAHAMS ROAD 31,486£ HARLOW EDINBURGH WAY 38,575£
COMPANY SUMMARYHOT STORES BASED ON ALL HOT PRODUCT GROUPS
Extra Superstore North Superstore South
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Tesco UK Shrinkage - 2003
Unknown losses at Retail As % of Sales
Health and Beauty 3.0%Wines and Spirits 1.0%
Clothing 3.0%
Home Entertainment 3.5%
Total Company 1.01%
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P&G Hot Products - 2003
Unknown losses at Retail As % of Sales
MACH3 9%
OralB Braun 15%
Duracell 20%
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Map & MeasurePicking
Shelf
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Analyse
• What could go wrong?
• Scored each risk– Severity– Occurrence– Detection
• Assessed root causes for key risks
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Solutions Developed
• Secure Supply Chain for top 500 hot products
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Solutions Developed
• Secure storage in top 200 stores
• This has become “design” standard and is rolled out in all stores
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Solutions Developed
• Modified Packaging to enable product protection in all stores
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Solutions Developed
• Introduced regular counting of hot products to measure results
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P&G Hot Products
Unknown losses at Retail
2003 2005
MACH3 9% 3%
OralB Braun 15% 9%
Duracell 20% 2.5%
Sales Growth2003 Vs 2005
+27%
+13%
+47%
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Tesco UK Shrinkage
Unknown losses at Retail 2003 2005
Health and Beauty 3.0%
Wines and Spirits 1.0%
Clothing 3.0%
Home Entertainment 3.5%
Total Company 1.01%
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Tesco UK Shrinkage
Unknown losses at Retail 2003 2005
Health and Beauty 3.0% 1.75%
Wines and Spirits 1.0% 0.95%
Clothing 3.0% 1.75%
Home Entertainment 3.5% 1.5%
Total Company 1.01% 0.69%
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Hall of FameOrganisations Locatio
nResults
Tesco UK €143 million annual savings
Tesco & P&G Hungary - 74% losses + 288% sales
B&Q & Plasplugs UK - 50% losses + 33% sales
Feira Nova & Danone Portugal - 45% total shrink
Ahold & sausage suppliers
Poland - 42% losses
Sainsbury’s spirits category
UK - 40% losses + 10% sales
Sonae & Colgate Palmolive
Portugal - 29% losses
Sainsbury’s & Menzies UK - 25% losses + 10% sales
Wickes & GET UK - 7% losses
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Organisations whose corporate shrinkage policy have been significantly influenced by ECR Europe
Organisation Sector Location
Adidas Sports goods Northern Europe
Ahold Grocery International
Boots the Chemist Pharmacy UK
DM Pharmacy Germany
Metro Grocery Belgium & Netherlands
P&G Consumer goods International
Tesco Grocery UK & International
Corporate Policy
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Concluding Thoughts
• Shrinkage offers an enormous opportunity
• Need to measure the problem accurately
• Need to adopt a systematic and systemic approach
• Collaboration is key
• Solutions need to be ‘fit for purpose’
• Shrinkage is the last free money on the table
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Thank you for listening!