Indian E-Retail Congress 2013

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1 The Retail Track The Omni Channel Retail Supply Chain Indian E-Retail Congress 2013 Subhendu Roy Principal Consumer Industries and Retail Practice 15 February, 2013

2 Disclaimer This document is exclusively intended for selected client employees. Distribution, quotations and duplications even in the form of extracts for third parties is only permitted upon prior written consent of A.T. Kearney. A.T. Kearney used the text and charts compiled in this report in a presentation; they do not represent a complete documentation of the presentation. A.T. Kearney / Indian E-Retail Congress 2

3 Globally, we are seeing an age of e-commerce boost; E-retail is outpacing the growth of traditional brick and mortar retail Global E-commerce Market ( , USD billion) Key observations on E-Retail Financial Services, Digital Downloads and others E-retail 14% 14-15% Online travel E-retail is the fastest growing retail ~1,440 ~350 ~520 ~ (E) format (12-15% CAGR), consistently outperforming traditional retail (4-5% CAGR) Globally, E-retail constitutes ~ 5% of the total retail sales In India, E-Retail is very small proportion of total retail sales ~40% of total e-commerce accounted by e-retail Source: FirstData, Euromonitor, A. T. Kearney Relatively small e-retail market in India is a challenge while planning collaboration between e-retailers and Consumer Goods companies A.T. Kearney / Indian E-Retail Congress 3

4 Emerging markets present strong growth potential due to the expected growth in internet penetration and income levels Maturity of Global E-Retail 1 Markets (2012) GDP per capita ( 000 USD PPP) Nascent Markets Cluster 3 Bubble size denotes size of e-commerce market in USD billion Growth Markets Cluster 2 Brazil 1.3 SA 10.4 Indonesia India Russia China Mature Markets Cluster 1 USA UK Japan Internet penetration (% of total population) 1. Excludes sales of service, subscriptions, travel and tourism 2. All conversions to USD at current exchange rates INR 55 per USD Source: Euromonitor, Avendus, Economy Watch, A.T. Kearney Germany Key Challenges for India to tap e-retail Potential Identifying right products and markets Understanding customer preferences Choosing and developing an efficient supply model Improvement in Internet penetration is a critical enabler for e-retail A.T. Kearney / Indian E-Retail Congress 4

5 Omni Channel Retailers are leveraging the best of multiple retail formats to provide superior customer experience Brick and Mortar Stores Key Features Catalogues Omni Channel Consistent customer experience Product? Price? Promotions? E Commerce Shopper flexibility Ability to complete transaction across multiple channels M Commerce Omni channel retailing seamlessly integrates customer experience across all channels of interaction Common Inventory Inventory sharing across channels A.T. Kearney / Indian E-Retail Congress 5

6 There are four key winning themes in Omni Channel Retail Key winning themes in Omni Channel Retail 1 Supply Chain Excellence Integrated supply chain Agile supply network to ensure faster response 2 3 Seamless interaction between channels Predictive Sales Analytics Consistency in shopping experience across different channels Coordinated operations, breaking silos across channels Effective and targeted sales promotions through integrated data collection and consumer behaviour analysis across channels 4 Robust IT Infrastructure Complete information on customers to assist marketing and sales team in making informed decisions Provide real time visibility of inventory A.T. Kearney / Indian E-Retail Congress 6

7 Omni Channel faces higher degree of Supply Chain challenges compared to single and multi channel Single Channel Multi Channel Omni Channel Supply network complexity Supply network complexity Supply network complexity Key Supply Chain Challenges Inventory Management Inventory Management Inventory Management Cost to Serve Cost to Serve Cost to Serve Increasing Complexity of Supply Chain Challenges A.T. Kearney / Indian E-Retail Congress 7

8 Omni Channel Retailers therefore need clear solutions on three key Supply Chain questions Key Supply Chain questions Supply Network Complexity How can Omni Channel retailers simplify their supply network while maintaining customer relevant service levels? Inventory Management How should Omni Channel retailers optimize inventory: - Where should the inventory be stored? - How much inventory should be stored? Cost to Serve How should Omni Channel retailers optimize net cost-to-serve, across channels? A.T. Kearney / Indian E-Retail Congress 8

9 These challenges need a differentiated view to develop flexible supply network and inventory management systems Flexible Supply Network Robust Inventory Management A hub and spoke supply model can be adopted taking into consideration: - Deterministic demand locations (Store foot print) - Indeterministic demand locations (Online shoppers) Stores can double up as fulfillment centers for standard SKUs, while high value - low volume SKUs can be stored centrally Coordinated inventory management across all channels Vendor Managed inventory with clear service level agreements Robust IT Infrastructure to ensure complete visibility of inventory, from supplier to customer Optimal supply network and inventory management will ensure optimal costto-serve A.T. Kearney / Indian E-Retail Congress 9

10 In summary, the Omni Channel Retailers will need to manage trade-offs to build a winning Supply Chain Flexibility without complexity Coordinated inventory management while ensuring customer relevant service levels, across channels Supply Chain Cost (current year P&L) or Expected Customer Revenue (long term) A.T. Kearney / Indian E-Retail Congress 10

11 A.T. Kearney is a global team of forward-thinking, collaborative partners that delivers immediate, meaningful results and long-term transformative advantage to clients. Since 1926, we have been trusted advisors on CEO-agenda issues to the world s leading organizations across all major industries and sectors. A.T. Kearney s offices are located in major business centers in 39 countries. Americas Atlanta Calgary Chicago Dallas Detroit Houston Mexico City New York San Francisco São Paulo Toronto Washington, D.C. Asia Pacific Bangkok Beijing Hong Kong Jakarta Kuala Lumpur Melbourne Mumbai New Delhi Seoul Shanghai Singapore Sydney Tokyo Europe Amsterdam Berlin Brussels Bucharest Budapest Copenhagen Düsseldorf Frankfurt Helsinki Istanbul Kiev Lisbon Ljubljana London Madrid Milan Moscow Munich Oslo Paris Prague Rome Stockholm Stuttgart Vienna Warsaw Zurich Middle East and Africa Abu Dhabi Dubai Johannesburg Manama Riyadh A.T. Kearney / Indian E-Retail Congress 11

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