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Dulux Decorator Centres UK

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

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  1. Dulux Decorator Centres UK Anne Tattersall, Head of Commercial, DDC 8th May 09

  2. Outline • Turnover & Profitability • Network Development • Operational Excellence • Supplier Management • Category Management • Price Architecture Amsterdam Licensee Symposium

  3. Dulux Decorator Centres • 190 Stores • £150m turnover • 1200 employees Amsterdam Licensee Symposium

  4. Channel Split Category Split Split by Channel & Category Amsterdam Licensee Symposium

  5. OPERATIONAL EXCELLENCE NETWORK GROWTH DIFFERENTIATION Amsterdam Licensee Symposium

  6. 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

  7. 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

  8. DDC Refurbishments Amsterdam Licensee Symposium

  9. DDC Refurbishments Amsterdam Licensee Symposium

  10. 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

  11. 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

  12. 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

  13. Category Segments Amsterdam Licensee Symposium

  14. 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

  15. 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

  16. Understanding Hierarchies BEST BETTER GOOD Amsterdam Licensee Symposium

  17. The Benefits • Stock turn improvement • Increased efficiency through reduced products & suppliers • Increased margin through cost reduction • Increased sales through clarity / choice Amsterdam Licensee Symposium

  18. Understanding Hierarchies SOLVENT USAGE WATER-BASED USAGE 9” 4” 9” 4” Amsterdam Licensee Symposium

  19. Zonal Merchandising General Fixing Knives & Blades HD Tools Scraping Measuring Accessories & Kits Amsterdam Licensee Symposium

  20. 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

  21. Promotional Merchandising Clutter Free Promotional Areas Impactful & Inviting Displays Amsterdam Licensee Symposium

  22. Summary • Network Development • Operational Excellence • Differentiation Amsterdam Licensee Symposium

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