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Dulux Decorator Centres UK. Anne Tattersall, Head of Commercial, DDC 8 th May 09. Outline. Turnover & Profitability Network Development Operational Excellence Supplier Management Category Management Price Architecture. Dulux Decorator Centres. 190 Stores £150m turnover

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Dulux decorator centres uk

Dulux Decorator Centres UK

Anne Tattersall, Head of Commercial, DDC

8th May 09


Outline

Outline

  • Turnover & Profitability

  • Network Development

  • Operational Excellence

  • Supplier Management

  • Category Management

  • Price Architecture

Amsterdam Licensee Symposium


Dulux decorator centres

Dulux Decorator Centres

  • 190 Stores

  • £150m turnover

  • 1200 employees

Amsterdam Licensee Symposium


Split by channel category

Channel Split

Category Split

Split by Channel & Category

Amsterdam Licensee Symposium


Dulux decorator centres uk

OPERATIONAL EXCELLENCE

NETWORK GROWTH

DIFFERENTIATION

Amsterdam Licensee Symposium


Ddc efficiency measures

DDC Efficiency Measures

  • Efficiency Measures2008 Average

  • Credit collection – Days sales outstanding52.1days

  • Stock turn8.3 times

  • Stock availability – PDS99.0%

  • % of slow moving stock1.9%

  • Sickness absence rate2.5 days

  • Manpower costs (% sales)11.5%

  • Cost Base% of sales

  • Stores manpower 11.5%

  • Stores property & dep’n 6.5%

  • Other direct stores costs 6.0%

  • Total direct stores costs 24.0%

  • Head Office costs 7.0%

  • Total costs31.0%

Amsterdam Licensee Symposium


Network growth development acquisition greenfield sites

Network Growth & DevelopmentAcquisition & Greenfield Sites

  • Distribution Strategy

  • Objective: Share Optimisation

    • Regional brand share

    • Mapping

    • Competitor review

  • Strategic Acquisition

  • Greenfield's: Low cost model

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Ddc refurbishments

DDC Refurbishments

Amsterdam Licensee Symposium


Ddc refurbishments1

DDC Refurbishments

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Operational excellence

Operational Excellence

  • Category Management

  • Category segmentation & strategy

  • Customer focused ranging

  • Take advantage of new opportunities

  • Data modelling & customer & store input

  • Visual merchandising

  • Supplier Management

  • Consolidation

  • Sustainability

  • Service expectations

Amsterdam Licensee Symposium


Range reviews supplier rationalisation

2005

2006

2007

Range Reviews: Supplier Rationalisation

No. of Suppliers

140

120

100

80

60

40

20

Finishing & Cleaning

Wallpapering tools

Preparation Products

Preparation Equipment

Application

Amsterdam Licensee Symposium


Range reviews sku rationalisation

No. of SKU’s

2005

2006

1600

2007

1400

1200

1000

800

600

400

200

Finishing & Cleaning

Wallpapering tools

Preparation Products

Preparation Equipment

Application

Range Reviews: SKU Rationalisation

Amsterdam Licensee Symposium


Category segments

Category Segments

Amsterdam Licensee Symposium


Category strategy segments roles

Category Roles Determine…..

Category & Strategies which…..

Map to Specific Tactics

Turf

Defending

Assortment & Range Reviews

Traffic

Building

Pricing

Destination

Image &

Excitement

Creation

Merchandising

Occasional/Seasonal

Profit

Generating

Promotion

Preferred

Transaction

Building

Convenience

Service

Image

Enhancing

Sourcing

Category Strategy: Segments & Roles

Amsterdam Licensee Symposium


Visual merchandising

Visual Merchandising

  • Bringing category strategies to life in store:

  • Sales & margin aspirations

  • Footfall measures

  • Product availability

  • Ease of purchase

  • Help customers understand the proposition

  • Trade up

Amsterdam Licensee Symposium


Understanding hierarchies

Understanding Hierarchies

BEST

BETTER

GOOD

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The benefits

The Benefits

  • Stock turn improvement

  • Increased efficiency through reduced products & suppliers

  • Increased margin through cost reduction

  • Increased sales through clarity / choice

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Understanding hierarchies1

Understanding Hierarchies

SOLVENT USAGE

WATER-BASED USAGE

9”

4”

9”

4”

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Zonal merchandising

Zonal Merchandising

General Fixing

Knives & Blades

HD Tools

Scraping

Measuring

Accessories & Kits

Amsterdam Licensee Symposium


Promotional merchandising

Promotional Merchandising

  • Right Product / Right Quantity / Right Site

  • Linked purchase opportunities

  • Link POS message and displays

  • Clear & easy to understand communication to stores & our customers

    • Quality briefing

    • Consistency of display & message across all stores

Amsterdam Licensee Symposium


Promotional merchandising1

Promotional Merchandising

Clutter Free Promotional Areas

Impactful & Inviting Displays

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Summary

Summary

  • Network Development

  • Operational Excellence

  • Differentiation

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