• Advertise
  • Contact Us
  • About Us
  • Supplier Directory
  • SCB YouTube
  • Login
  • Subscribe
  • Logout
  • My Profile
  • LOGISTICS
    • Air Cargo
    • All Logistics
    • Express/Small Shipments
    • Facility Location Planning
    • Freight Forwarding/Customs Brokerage
    • Global Gateways
    • Global Logistics
    • Last Mile Delivery
    • Logistics Outsourcing
    • LTL/Truckload Services
    • Ocean Transportation
    • Rail & Intermodal
    • Reverse Logistics
    • Service Parts Management
    • Transportation & Distribution
  • TECHNOLOGY
    • All Technology
    • Artificial Intelligence
    • Cloud & On-Demand Systems
    • Data Management (Big Data/IoT/Blockchain)
    • ERP & Enterprise Systems
    • Forecasting & Demand Planning
    • Global Trade Management
    • Inventory Planning/ Optimization
    • Product Lifecycle Management
    • Sales & Operations Planning
    • SC Finance & Revenue Management
    • SC Planning & Optimization
    • Sourcing/Procurement/SRM
    • Supply Chain Visibility
    • Transportation Management
  • GENERAL SCM
    • Business Strategy Alignment
    • Education & Professional Development
    • Global Supply Chain Management
    • Global Trade & Economics
    • HR & Labor Management
    • Quality & Metrics
    • Regulation & Compliance
    • SC Security & Risk Mgmt
    • Supply Chains in Crisis
    • Sustainability & Corporate Social Responsibility
  • WAREHOUSING
    • All Warehouse Services
    • Conveyors & Sortation
    • Lift Trucks & AGVs
    • Order Fulfillment
    • Packaging
    • RFID, Barcode, Mobility & Voice
    • Robotics
    • Warehouse Management Systems
  • INDUSTRIES
    • Aerospace & Defense
    • Apparel
    • Automotive
    • Chemicals & Energy
    • Consumer Packaged Goods
    • E-Commerce/Omni-Channel
    • Food & Beverage
    • Healthcare
    • High-Tech/Electronics
    • Industrial Manufacturing
    • Pharmaceutical/Biotech
    • Retail
  • THINK TANK
  • WEBINARS
    • On-Demand Webinars
    • Upcoming Webinars
  • PODCASTS
  • VIDEOS
  • WHITEPAPERS
Home » Managing All the Way to the Retail Shelf

Managing All the Way to the Retail Shelf

January 5, 2011
SupplyChainBrain

A new era of retail collaboration finds suppliers managing their products in a granular fashion, and responding instantly to any issues that might arise, says Cedric Guyot, vice president of marketing with Retail Solutions.

Retailers these days have much different expectations of their consumer packaged goods (CPG) suppliers. They've been practicing Collaborative Planning, Forecasting and Replenishment (CPFR) for more than a decade, but true collaboration now goes all the way to the store shelf. Walmart was a pioneer in that area, offering point-of-sale and planogram data some 15 years ago. "Today, there are a whole lot more retailers starting to share data, taking a very different approach," says Guyot. "They're telling suppliers, 'I want to treat you as a strategic part of my organization.'"

For years, the biggest retailers essentially dictated terms to their suppliers. Now, says Guyot, they're seeking more balanced relationships. The common goal is to satisfy the ultimate customer - the shopper. "Both [retailer and supplier] have the same objective," he says. "The right place and time for the right new product. Today what we see is a willingness to work together in a more effective and efficient way.... It's different from the old adversarial relationship."

For the most part, suppliers are required to meet that challenge with smaller staffs. They have fewer people on the ground, visiting stores on a regular basis. Retailers, too, find themselves with shrinking resources to manage the flow of merchandise. To cope with the shortfall, both sides need to do a better job of managing promotions, even as they cut back on safety stock. Guyot cites instances of suppliers boosting sales by 3 to 5 percent, through the better use of demand based on sell-through. New products usually take four weeks to reach 90-percent distribution, he notes. "If you are able to point out issues, you can gain two to three weeks of sales on every new-product introduction that you run."

The new concept of retail execution management is the next step after CPFR, Guyot says. The latter did a good job of extending visibility to the retailer's warehouse. "At that point, all the rest became a black box." Now it's the task of retailer and supplier to stretch that capability to "the first moment of truth - the moment when the consumer first picks up an item on the shelf."

To view video in its entirety, Click here

RELATED CONTENT

RELATED VIDEOS

Logistics Global Logistics Service Parts Management Transportation & Distribution Product Lifecycle Management Forecasting & Demand Planning Sales & Operations Planning Inventory Planning/ Optimization Supply Chain Finance & Revenue Management Sourcing/Procurement/SRM Technology Business Strategy Alignment Supply Chain Security & Risk Mgmt All Warehouse Services Order Fulfillment Consumer Packaged Goods Food & Beverage Retail
KEYWORDS All Warehouse Services Business Strategy Alignment consumer packaged goods Food and Beverage Forecasting & Demand Planning Global Logistics Inventory Planning/ Optimization Logistics order fulfillment Product Lifecycle Management Retail Sales & Operations Planning SC Finance & Revenue Management SC Security & Risk Mgmt Service Parts Management Sourcing/Procurement/SCM Technology Transportation & Distribution
  • Related Articles

    Managing All the Way to the Retail Shelf

    Mercy ROi Takes Optimized Supply Chain All the Way To Patients' Bedsides

    The Retail Shelf Becomes Vital Component of the Supply Chain

SupplyChainBrain

Boeing-DOJ ‘Sweetheart Deal’ Decried by Victim’s Wife

More from this author

Wake up to live
“Supply Chains in Crisis”
updates and the latest Supply Chain News!

Subscribe to our Daily Newsletter

Timely, incisive articles delivered directly to your inbox.

Popular Stories

  • INTERIOR OF A CHICKEN FARM, WITH WHITE CHICKENS AS FAR AS THE EYE CAN SEE

    Worst Avian Flu in U.S. History Is Hitting Poultry

    Food & Beverage
  • TWO FINGERS MANIPULATE WOODEN LETTER BLOCKS TO TURN FROM SHOWING THE WORD RECOVERY TO RESILIENCE

    Five Challenges to Supply Chain Resilience in 2023

    Supply Chain Visibility
  • A PERSON HOLDS UP A TABLET COMPUTER IN A WAREHOUSE, SUPER-IMPOSED BY A GRAPHIC SHOWING A COMPLEX WEB OF SUPPLY CHAIN ELEMENTS

    Three Post-Pandemic Actions for Repairing Global Supply Chains

    Data Management (Big Data/IoT/Blockchain)
  • A MAN IN A SUIT SHAKES HANDS WITH A WOMAN IN A HARD HAT, NEXT TO A STACK OF CONTAINERS

    Three Procurement Technology Evolutions for 2023

    Sourcing/Procurement/SRM
  • The blank stare of a child's eye who is standing behind what appears to be a wooden frame

    The Alarming Continued Rise of Modern Slavery in Supply Chains: How Procurement Can Help Reverse the Trend

    Sourcing/Procurement/SRM

Digital Edition

Scb nov 2022 sm

2022 Supply Chain Innovator of the Year

VIEW THE LATEST ISSUE

Case Studies

  • New Revenue for Cloud-Based TMS that Embeds Orderful’s Modern EDI Platform

  • Convenience Store Client Maximizes Profit and Improves Customer Service

  • A Digitally Native Footwear Brand Finds Rapid Fulfillment

  • Expanding Apparel Brand Scales Seamlessly with E-Commerce Technology

  • How a Global LSP Scaled its Security Program and Won More Business

Visit Our Sponsors

Orderful Yang Ming Alithya
Barcoding Blue Yonder BNSF Logistics
CoEnterprise Data Capture Deposco
E2open GAINSystems Generix
Geodis GEP GreyOrange
Here Honeywell Intelligrated IFM
Infor Inmar Keelvar
Kinaxis Korber Lean Solutions Group 2H
Liberty SBF Locus Robotics Logility
LogistiVIEW Lucas Systems MCA Connect
MPO Nvidia Old Dominion
OpenText ORTEC Overhaul
Parsyl PMMI QIMA
Redwood Logistics Ryder E-commerce by Whiplash Saddle Creek Logistics
Schneider Dedicated Setlog Holding AG Ship4WD
Shipwell Tecsys TGW Systems
Thomson Reuters Tive Trailer Bridge
Vecna Robotics Verity
Verusen
  • More From SCB
    • Featured Content
    • Video Library
    • Think Tank Blog
    • SupplyChainBrain Podcast
    • Whitepapers
    • On-Demand Webinars
    • Upcoming Webinars
  • Digital Offerings
    • Digital Issue
    • Subscribe
    • Manage Your Subscription
    • Newsletters
  • Resources
    • Events Calendar
    • SCB's Great Supply Chain Partners
    • Supplier Directory
    • Case Study Showcase
    • Supply Chain Innovation Awards
    • 100 Great Partners Form
  • SCB Corporate
    • Advertise on SCB.COM
    • About Us
    • Privacy Policy
    • Contact Us
    • Data Sharing Opt-Out

All content copyright ©2023 Keller International Publishing Corp All rights reserved. No reproduction, transmission or display is permitted without the written permissions of Keller International Publishing Corp

Design, CMS, Hosting & Web Development :: ePublishing