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International Business Meeting

International Business Meeting. MOVING FORWARD. Christina Nitsche – Cologne – 01.09.2012. International Business Meeting. CUSTOMER DEVELOPMENT. Christina Nitsche – Cologne – 01.09.2012. About HOMEBASE. - DIY-Chain: DIY products / Home Decoration / Gardening

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International Business Meeting

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  1. International Business Meeting MOVING FORWARD Christina Nitsche – Cologne – 01.09.2012

  2. International Business Meeting CUSTOMER DEVELOPMENT Christina Nitsche – Cologne – 01.09.2012

  3. About HOMEBASE - DIY-Chain: DIY products / Home Decoration / Gardening - 340 stores in GB/Ireland - Yearlyturnover: 450 Mio€ in Gardening / 140 Mio€ Horticulture - No. 2 DIY-Retailer in UK (No. 1 = B&Q) - Founded in 1979 (Sainsbury‘s) Since 2007 partofthe HOME RETAIL GROUP (Homebase+Argos) Head-office in Milton Keynes (incl. Home Enhancement), Horticulture Team in Swindon. - Scheurichcustomersince 1992 with 1 item in 38 stores! 2012: 87 SKUs (ceramicpots / Wave / Accessories) in all stores!

  4. 5 YEARS OF THIRST: 2008 - 2012 2008

  5. 2009

  6. 5 YEARS OF THIRST: 2008 - 2012 2012

  7. 5 YEARS OF THIRST: 2008 - 2012 2012

  8. 5 YEARS OF THIRST: 2008 - 2012 Internal: - 2008: DirectBuying in Asia - SeveralBuyerchanges & a poorCategory Manager! External: - 2007: Start ofworldwidefinancialcrisis / Recession - 2008: Currency Crash (-27%) - 2009: Banking Crash Result = Vicious Circle: - Shortageof Money - ReluctantConsumers - LessFootfall - LessProduct Turn - LessSales / DecliningTurnover - CostSavings - Norangechange = nonewness NEGATIVE INFLUENCES

  9. 5 YEARS OF THIRST: 2008 - 2012 Category Team changesatHomebase: - New: A drivingCategory Manager + „longterm“ Senior Buyer - New: A verygoodbuyerforIndoorPotteryandPlants - New: A verymotivatedProduct Group Team: Buying + Logistics ! Needs ofHomebase: - New Range (Trends andColours!) - Quality Products - IdeasforIndoorGardening = Accessories = POS / Merchandising Ideas - More regular Range Changes = Stock Management - 100% Delivery Performance (lesssuppliers) = just in time production - RELIABLE PARTNER Through all theyearsofthirstandchangeswealwayskeptverycloseandregularcontactwith all Cat. Managers andBuyers!!!  SCHEURICH  SCHEURICH  SCHEURICH WAY OUT OF THE CRISIS  SCHEURICH  SCHEURICH  SCHEURICH

  10. THE END OF 5 YEARS OF THIRST - Wenevergaveup! - Wewerealwaysthereas a solutionproviderwhen Homebaseneededhelpandsupport! RESULTS: 2011/2012: - Onebigrangereviewandtwosmallerreviews „RIMI“. 2012: - SKUs: 87 !!! (2008: 31 SKUs) - Homebasesalesareupby13%! - Recoveryofcurrencyrate by 8%! Plant / Pot Ratio atHomebase = 5 : 1 !!! RESULTS / TURNING POINT

  11. …SHELF MANAGEMENT Key factors we take into consideration are Using key market data to create a plan-o-gram (shelf range) that allows the consumer to easily make a purchase. Plant sizessold Price points Top selling designs Eye-catchers Space available Shelf refreshment Colour themes (blocking)

  12. …HOMEBASE RANGE

  13. NEXT STEPS 2013 BEFORE AFTER

  14. NEXT STEPS 2013 BEFORE AFTER

  15. About ICA - ICA Group: Largest Retail Group in Northern Europe: Sweden – Independent Retailers Norway – ICA ownedstores + Franchise stores Baltic Countries – ICA ownedstores - ICA AB Sweden: In total about 1.350 storesofthefollowingprofiles: ICA Nära = Small Convenience / Food Stores ICA Supermarket = Mid-size Supermarkets ICA Kvantum = Large Superstores ICA Maxi = Large Hypermarkets / ICA Special (somewith DIY andGardening) - Ownedby HakonInvestSweden (40%) andby Ahold Dutchretailchain (60%)

  16. 1999 – 2007: Swedish WHOLESALER Swedish WHOLESALER Buyer Buyer 2008 - 2011: 2012: Buyer

  17. ICA MAXI 2012

  18. ICA MAXI 2012 WRONG CORRECT

  19. International Business Meeting CONCLUSION Christina Nitsche – Cologne – 01.09.2012 CUSTOMER RELATIONSHIP MANAGEMENT

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