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Since the economic downturn, many retailers cut staffing levels to bare minimum in order to weather the storm. As the economy turnaround continues and consumer spending starts to increase, there is a renewed opportunity to enhance brand image with both old and new customers. Execution is as important as ever. Quality service levels are required to convert foot traffic to sales while perfect field execution must be achieved to implement corporate strategies to capitalize on the investment of targeted marketing campaigns.
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Amplify Brand Image By Matching Campaign Strategy With Workforce Allocation
PanelistsScott KnaulPrincipal Retail WFM ConsultantWorkforce Insight
Andrew GaffneyEditor
Retail TouchPoints
John RussoSolution Management, Retail & DistributionInfor
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Retail WFM 2010 – The Vision
Scott Knaul
Retail Principal - Workforce Insight
RETAIL SERVICES
• Industry Benchmarking• ROI Analysis• 1-5 Year Roadmaps• Best Practice Gap Analysis
• BENCHMARKING• DEVELOP YOUR VISION
• TRANSFORMATION• EARN RAPID ROI
• IMPLEMENTATION• AUTOMATE BEST PRACTICES
• Payroll Allocation• Workflow Balancing• Labor Standards• Fitting Room Technology
• Requirements Definition• Vendor Selection• Solution Implementation• Client-Side Support• Upgrades
MISSION & BENEFITS
• INCREASE CONVERSION
• Re-direct labor to maximize conversion effectiveness
• MAKE WFM STRATEGIC
• Develop a long term vision with real ROI
• ENSURE COMPLIANCE
• Reduce legal exposure with tightened processes and improved visibility
• STREAMLINE WORK
• Reconcile activity between HQ and stores to improve execution
• OPTIMIZE LABOR
• Implement automated solutions that deploy labor most efficiently
• IMPROVE CUSTOMER EXPERIENCE• Align labor levels with thedesired customer experience
• MISSION• Give retailers the
tools to dramatically
improve their business
MISSION & BENEFITS
• INCREASE CONVERSION
• Re-direct labor to maximize conversion effectiveness
• MAKE WFM STRATEGIC
• Develop a long term vision with real ROI
• ENSURE COMPLIANCE
• Reduce legal exposure with tightened processes and improved visibility
• STREAMLINE WORK
• Reconcile activity between HQ and stores to improve execution
• OPTIMIZE LABOR
• Implement automated solutions that deploy labor most efficiently
• IMPROVE CUSTOMER EXPERIENCE• Align labor levels with thedesired customer experience
• MISSION• Give retailers the
tools to dramatically
improve their business
CUSTOMER EXPERIENCE
CUSTOMER INTERACTION
STORE ENVIRONMENT
1DEFINE IT
2QUANTIFY IT
How much payroll does it require?
How much payroll does it require?
How do you schedule to it?
How do you schedule to it?
WORKFLOW
STORE LEVEL TASKS
WHEN TO EXECUTE
1DEFINE IT
2QUANTIFY IT
How much payroll does it require?
How much payroll does it require?
How do you schedule to it?
How do you schedule to it?
Customer Experience
+
Workflow
=
Payroll Budget
CUSTOMER EXPERIENCE
LABOR BUDGET
CUSTOMER EXPERIENCE + WORKFLOW
CHANGE:
Budget
Workflow
Customer Experience
123
CUSTOMER EXPERIENCE | DELICATE BALANCE
AMPLIFY BRAND IMAGE BY BALANCING LABOR WITH WFM
Agenda
• Who is Infor?
• WFM and the Execution of Your Strategies and Goals
• Brand Importance
• The Opportunity
• Infor – Amplify Your Brand!
WHO IS INFOR?
There is a better way.
Changing what you expect from a software company …
More collaborative relationship Software created for evolution, not revolution Software that is simple to buy, easy to deploy
and convenient to manage
Who Is Infor?
Top 25 Most Influential Technology Vendors for 2009
1. Microsoft 2. IBM 3. Oracle Corp.4. Hewlett Packard 5. SAP6. Dell Inc.7. Cisco Systems8. Salesforce.com9. Google10. EMC11. Sun Microsystems12. Apple13. Infor14. Sage15. Siemens16. RIM17. Adobe18. AT&T19. Intel20. Lenovo21. Accenture22. TATA Consultancy23. Lawson24. Motorola25. ADP
We Have Some of the Best Products in the Market
COMSmartStream
SyteLineXA
BPCS
AnaelVISUAL
.EXE
Global Customer Focus… Financial Strength
2,000new customers last year(approximately)
Best-in-classrenewal rate
93%116offices in 34 countries
employees
8,000+revenue
$2.0B(EST)
WFM AND THE EXECUTION OF YOUR STRATEGIES AND GOALS
The average wage rate is increasing…
A retailer should give more importance to managing its workforce more efficiently in order to be competitive
Data Source: Bureau of Labor Statistics, Department of Labor
Efficient Labor Management is Key to Customer Service Success
Service Labor supports customer service focused initiatives
Best managed through Labor Forecasting and Schedule Optimization
Define It Quantify It
Workforce Management : Service Labor
Labor Forecasting and Schedule Optimization (LFSO) This component manages the generation of your Service
Labor Forecasts are generated using sophisticated algorithms Labor demand is generated through labor standards and the labor
forecast Optimized labor schedule is generated based on mathematical
model Calculating the appropriate Service Labor is key to supporting
brand strategy Customer service In-stock positions
Managing Projects is Key to Operational Success
Non-Service Labor supports merchandising and promotional initiatives
Best managed through Task Management application
Define It Quantify It
Workforce Management : Non-Service Labor
Task Management Labor Non-Service Labor is best managed through a task
management application Promotional and merchandising related labor can be budgeted and
tracked through this tool This type of labor generally represents about 25% of discretionary labor
Task management insures additional discretionary labor is properly allocated and not overloaded Useful for recurring labor tasks to insure consistency in operations Provides key tracking for safety related labor demands, e.g., Product
Recalls Drives enterprise wide visibility to discretionary labor demands to insure
that service labor is not consumed by operational demands Task Management is key to supporting certain brand strategies
Consistency in merchandising Product management to avoid pricing exceptions
Striking the Balance - Integrate Your Service and Non-Service Labor Through One Tool
Labor Forecasting &
Schedule Optimization
TaskManagement
BudgetingProject Planning
Store
Budget bystore/dept/week(variable budget)hours Approved
Projects/Tasks
Tasks: start datedue dateassigned roleestimated hours
Schedule with slots for variable work
Historyfor future forecasts
1. Volume budget2. “Known”/SOP budget3. Variable budget
Variable Workload bystore/dept/week(variable budget)hours
BRAND IMPORTANCE
Brand Importance
…brand is a prerequisite of retail success. How retailers build their brands impacts all aspects of their business. Brand is key to effective merchandising. It converts private label from a margin-building tactic to a strategic symbol of brand equity. Brand alone secures an enduring place in the mind of the consumer.
Wayne LevingsCEO, Kantar Retail
Strategies Retailers Use To Gain/Grow Market Share
Your Workforce Implements Your Strategy
Your Associates… Are your front line connection to your customers
Service and Customer Care Right Place at the Right Time Product and Service Knowledge
Set up your marketing and promotional materials Handle your shipping and stocking Perform your seasonal changes Re-price and move merchandise Are a cost to the business
THE OPPORTUNITY
People Have More Money To Spend…
2005 2006 2007 2008 2009 2010 $32,000
$33,000
$34,000
$35,000
$36,000
$37,000
$38,000
$39,000 US Retail & Food Services Spend / Household
US Retail & Food Services Spend / Ho...
Retail Spend Has Started To Increase…
A retailer should expect the traffic in stores to increase!
Opportunities exist through improved execution
Wharton Study produced the following findings
2-30
4 - 281
977120
% sales increase possiblewith additional labor dollars $ $ sales uplift
for every $ .00 in additional labor% customer satisfaction
Perceived in-stock = %
% defer purchase
Data Source: Retail Store Execution: An Empirical Study, December 2006, Fisher, Krishnan and Netessine, The Wharton School, University of Pennsylvania
INFOR – AMPLIFY YOUR BRAND
Retailer Call to Action
Define top three elements of your corporate brand strategy
Review existing staffing priorities to understand how they support corporate brand strategy
Evaluate current technology infrastructure to determine if you have the appropriate capabilities
Define implementation plan and build business case for updating your staffing strategy
Infor – Let us help you amplify your BRAND!
The ultimate achievement in commitment from a customer culture is when you become branded. Branding is a reaction, not an action – it is a vote of faith from a customer culture and can’t be claimed or demanded by a company; it has to be given. To be a successful brand – compelling, competitive, and durable – you must be branded for how you sell, not just what you sell.
Stan SlapPresident of slap
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http://www.retailtouchpoints.com/workforce