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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

slide5
OPERATIONAL EXCELLENCE

NETWORK GROWTH

DIFFERENTIATION

Amsterdam Licensee Symposium

ddc efficiency measures
DDC Efficiency Measures
  • Efficiency Measures 2008 Average
  • Credit collection – Days sales outstanding 52.1days
  • Stock turn 8.3 times
  • Stock availability – PDS 99.0%
  • % of slow moving stock 1.9%
  • Sickness absence rate 2.5 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 costs 31.0%

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

Amsterdam Licensee Symposium

ddc refurbishments
DDC Refurbishments

Amsterdam Licensee Symposium

ddc refurbishments1
DDC Refurbishments

Amsterdam Licensee Symposium

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

Amsterdam Licensee Symposium

the benefits
The Benefits
  • Stock turn improvement
  • Increased efficiency through reduced products & suppliers
  • Increased margin through cost reduction
  • Increased sales through clarity / choice

Amsterdam Licensee Symposium

understanding hierarchies1
Understanding Hierarchies

SOLVENT USAGE

WATER-BASED USAGE

9”

4”

9”

4”

Amsterdam Licensee Symposium

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

Amsterdam Licensee Symposium

summary
Summary
  • Network Development
  • Operational Excellence
  • Differentiation

Amsterdam Licensee Symposium

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