CFO s Perspective on Fast Data. Ralph Balestriere, EVP & CFO Red Wing Shoe Company

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1 CFO s Perspective on Fast Data Ralph Balestriere, EVP & CFO Red Wing Shoe Company

2 Our Brands

3 Company Profile Founded 1905 Red Wing, MN Revenue greater than $600 M 2,300 employees world-wide 3 USA Factories Manufacturing Partners China / Vietnam Dominican Republic Strong Distribution Capabilities 50 States / 110 Countries

4 Global Work

5 Industrial

6 Work Garments

7 Heritage

8 Outdoor Vasque / Irish Setter

9 USA Manufacturing

10 SB Foot Tanning

11 Distribution Centers

12 St. James Hotel

13 Insert The Factory video

14 An Innovative History Founded Oil King Steel Toe Mobile Pecos Garments Multichannel

15 Perfect Storm : Economic Global Recovery = Higher Demand Issues: High backorders / Poor service levels to customers High inventory / wrong inventory Poor supplier relationships Lack of E-commerce capabilities Insufficient financial information SWOT Team Formed: Over 200 pain points identified

16 Response: Strategic Solutions Multichannel E-Commerce CRM Point of Sale Demand Planning Warehouse Management System Financial Capabilities Roadmap

17 Multi-channel Drivers Accommodate Retail Store Growth Key Drivers Fill Competitive Gap for Industrial Account Offering Fill Competitive Gap for Consumer Buying Options Implement CRM For Multichannel Customer Management 2013 Copyrighted Material

18 Multi-channel Benefits

19 Multi-channel Solution 2013 Copyrighted Material

20 Multi-channel Business Impacts Top-line Drivers: Digital channel expansion new B2B, B2B2C, and B2B online storefronts Brick & mortar expansion new Red Wing stores Cross-channel access to inventory will improve working capital Two $20 million tenders honored in the Middle East through a portal Bottom-line Drivers: Contact Center Insights Improve product & service offerings by analyzing customer cases in Saleforce.com Field Personnel Access - Providing cases information to field personnel on mobile devices Order to Cash sped up by two weeks through Middle East portal

21 + CRM =

22 CRM: Centralized Hub for Customer Information 360 view of customers Efficiencies in processes, reporting and communication Integration to ERP, POS and e-commerce platforms Improve the RWS Customer Experience Create a feedback loop for product information One master file for account information

23 CRM: Business Value Delivered Top Line Lead Tracking Corporate Account Reports Business Development Bottom Line Vendor Compliance Distribution Realignment Shipping Issues Cartons vs. Shrink wrap

24 CRM: Metrics 5,000 Contacts added (Safety Directors, Buyers, etc.) 2,600 incremental Leads added 28,000 Cases added 1,766 Shipping Cases lead to root cause & solution Shipping Shortage /overage Wrong label 382,000 Activities added

25 Demand Planning Background Complex product lines servicing 6 brands Explosion of SKU s Styles SKU s Footwear 1,300 27,800 PPE Garments 2, ,000 Accessories 900 2,000 Fashion factor Multiple distribution sites 4, ,400

26 Demand Planning Issues Poor inventory management Highly manual heavy volume in 500 page spreadsheet Inaccurate forecasting Turns close to 2X (Industry Average = 4X) Excess discontinued / close-outs Limited backorder visibility Significant cash drain

27 Demand Planning Response Investment Implemented in months implementation / training $700k investment Productivity Better revenue forecasting capabilities Discrete planning for big box customers Speed to market

28 Demand Planning (Value Delivered) Financial Benefit Inventory turns doubled 17% or $35 million reduction in inventory Backorders reduced 50% Debt reduction Strategic Benefit Acquisition in Scotland Investment in Product Development

29 Financial Capabilities - Vision Graphic Source: Accenture - Transforming the finance function for high performance

30 Financial Capabilities - Roadmap - Roadmap Foundational Improvements 2015 Scale & Advance Foresight Automation & Agility Advanced Analytics Advanced Business Advisory Data Governance Long-Range Capabilities Plans Platform Analyses Common Calendar Continue Automation Platform Upgrades Advanced Scenario Planning Advanced Portfolio Mgmt. Talent Development Talent Development Talent Development

31 Financial Capabilities - Solution Upgrade ERP System Upgrade Financial Consolidation System or Research new solution

32 Results Average sales growth = 11% Record profits 2012 Stock price increase CAGR 10% Debt reduction Acquisitions

33 Summary Faster receipt of data with integrity Faster, more educated financial decisions Happier customers and employees

34 Questions?

35

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