Transforming Office Depot: A Plan For Renewal and Reinvigoration
Transforming Office Depot: A Plan For Renewal and Reinvigoration
DISCLAIMER
General Considerations This presentation is for general informational purposes only, is not complete and does not constitute an agreement, offer, a solicitation of an offer, or any advice or recommendation to enter into or conclude any transaction or confirmation thereof. This presentation should not be construed as legal, tax, investment, financial or other advice. It does not have regard to the specific investment objective, financial situation, suitability, or the particular need of any specific person who may receive this presentation, and should not be taken as advice on the merits of any investment decision. The views expressed in this presentation represent the opinions of Starboard Value LP and the funds it manages (collectively, Starboard Value) and the nationally-recognized restructuring firm Starboard Value has engaged to assist in the development of this presentation. The views expressed herein are based on publicly available information with respect to Office Depot, Inc. (the "Issuer") and the other companies referred to herein. Starboard Value recognizes that there may be confidential information in the possession of the companies discussed in this presentation that could lead such companies to disagree with Starboard Values conclusions. Certain financial information and data used herein have been derived or obtained from filings made with the Securities and Exchange Commission ("SEC") or other regulatory authorities and from other third party reports. Starboard Value has not sought or obtained consent from any third party to use any statements or information indicated herein as having been obtained or derived from statements made or published by third parties. Any such statements or information should not be viewed as indicating the support of such third party for the views expressed herein. Starboard Value does not endorse third-party estimates or research which are used in this presentation solely for illustrative purposes. No warranty is made that data or information, whether derived or obtained from filings made with the SEC or any other regulatory agency or from any third party, are accurate. Neither Starboard Value nor its consultants shall be responsible or have any liability for any misinformation contained in any third party, SEC or other regulatory filing or third party report. There is no assurance or guarantee with respect to the prices at which any securities of the Issuer will trade, and such securities may not trade at prices that may be implied herein. The estimates, projections, pro forma information and potential impact of the analyses set forth herein are based on assumptions that Starboard Value and its consultants believe to be reasonable as of the date of this presentation, but there can be no assurance or guarantee that actual results or performance of the Issuer will not differ, and such differences may be material. This presentation does not recommend the purchase or sale of any security. Starboard Value reserves the right to change any of its opinions expressed herein at any time as it deems appropriate. Starboard Value disclaims any obligation to update the data, information or opinions contained in this presentation. Forward-Looking Statements This presentation contains forward-looking statements. All statements contained in this presentation that are not clearly historical in nature or that necessarily depend on future events are forward-looking, and the words anticipate, believe, expect, potential, opportunity, estimate, plan, and similar expressions are generally intended to identify forward-looking statements. The projected results and statements contained in this presentation that are not historical facts are based on current expectations, speak only as of the date of this presentation or any such earlier date referenced in the presentation and involve risks, uncertainties and other factors that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by such projected results and statements. In light of the significant uncertainties inherent in the projected results and forward-looking statements included in this presentation, the inclusion of such information should not be regarded as a representation as to future results or that the objectives and plans expressed or implied by such projected results and forward-looking statements will be achieved. Under no circumstances is this presentation to be used or considered as an offer to sell or a solicitation of an offer to buy any security.
INTRODUCTION
Starboard Value is the largest shareholder of Office Depot, owning approximately 14.6% of the outstanding shares of the Company We have engaged one of the worlds leading restructuring and turnaround firms Along with this leading restructuring firm, and our director nominees, we have spent the last nine months developing a detailed plan to significantly improve the operating performance and value of Office Depot We have assembled a team of extremely talented former retail operators who are ready, willing and able to tackle each opportunity in this presentation We have a high degree of confidence that our team can extract substantial operational value that will accrue to Office Depot shareholders
TABLE OF CONTENTS
I. Real change is required at Office Depot
A. B. C. ODP is losing its customer franchise ODP is failing strategically and operationally ODPs new real estate strategy is flawed Efficiency and effectiveness initiatives Growth Strategy New real estate strategy
II.
III.
The Problem
Notes: 1) Survey results (Net Promoter Score) of 2,014 consumer, small & medium business office supply customers, conducted by an independent survey organization from December 19th through December 26th, 2012 ; SMB: Services- ODP(9%) v. SPLS (30%), Supplies ODP(15%) v. SPLS(40%), Equipment- ODP(15%) v. SPLS(40%); Consumer: Services ODP(19%) v. SPLS(43%), Supplies ODP(37%) v. SPLS(39%), Equipment- ODP(24%) v. SPLS(38%) 2) ODP SEC Form 10Q (05/01/2012): Average order value was slightly negative and customer transaction counts declined approximat ely 5% compared to the same period last year. ODP SEC Form 10Q (8/07/2012): Average order value was slightly negative in the second quarter and customer transaction count s declined approximately 3% compared to the same period last year. ODP SEC Form 10Q (11/06/2012): Average order value was slightly negative in the third quarter and customer transaction count s declined approximately 4% compared to the same period last year. Q4 2012 ODP Earnings Summary (2/20/2013): Average order value was relatively flat in the fourth quarter and customer transac tion counts declined approximately 5% compared to the same period last year.
Short and intermediate term headwinds remain strong and will require transformational leadership and innovative solutions
($ in billions)
($ in billions)
$12 $10
$20
$8
$6 $4 $2 $2006 2007 2008 2009 2010 2011 2012
13.91
6.45
$15
26.70
13.43
20.74
16.34
22.78
$10 $5
$-
21.45 11.40
2.98
5.40
2.15
3.28
2006
2007
2008
2009
2010
2011
2012
($ in billions)
($ in billions)
$6 $5
$4 $3 $2 $1
49.65
$20
$16
20.66
7.64
12.69
$12
$8
$4
$-
$2007 2008 2009 2010 2011 2012 Notes: 2006 1) As of 12/31/2012 2) Enterprise Value = Market Cap + Debt + Preferred Stock Cash and Cash Equivalents 3) Source: marketcapchart.org, Yahoo Finance and Company 10-K SEC Filings
2006
2007
2008
2009
2010
2011
2012
-2%
-3% -4% -5% -5.0% 2007
$175
-6%
Notes: 1) 2007 Sales Per Sq Ft is adjusted for inflation to 2012 Dollars (source: http://www.bls.gov/data/inflation_calculator.htm) 2) Source: Company 10-K SEC Filings
($ in millions)
($ in millions)
$673
+$27 Million
$660
$10,696
$646
2007
2012
2007
2012
Adjusted EBITDA(1)
1000 800 600 400 200 0 $832
($ in millions)
-$499 Million
$333
3.0%
2.0% 1.0% 0.0%
2007
2012
2007
2012
Notes: 1) Non-GAAP figures which exclude charges of $40M and $127M for 2007 and 2012, respectively, and Depreciation & Amortization of $281M and $203M for 2007 and 2012, respectively
10
30% 20%
10% 0% 2007 2008 ODP 2009 SPLS 2010 OMX 2011 2012
0% 2007 -5%
-10%
$250
2008 2009 2010 2011 2012
$200
$150 $100
2007
2008 ODP
2009 SPLS
2010 OMX
2011
2012
11
Office Depots operating margins are also significantly below peer levels due to higher operating expenses, clearly indicating that the Company has not reduced spending levels sufficiently to offset declines in revenues
2012 Financials
ODP Revenue Sales / Sqft Adj. Operating Profit (1) Operating Margin $ $ 10,696 $175 96 0.9% $
($ in millions)
SPLS $ 24,381 $240 1,548 6.3% $ $ OMX 6,920
5%
$157 139 2.0%
4%
3%
2.0% 2%
1%
0%
0.9%
ODP
SPLS
OMX
Notes: 1) One time charges for ODP, SPLS and OMX are $127M, $1,038M and $115M, respectively
12
20%
10%
5% 0% Staples Office Depot Office Max
-1%
-2% -3% -4% -5% -6% Staples -5% Office Depot Office Max 0% -2% -4% 2% 4%
1.5% 1.1%
Staples
Office Depot
Office Max
Notes: 1) Adjusted Op. Profit as reported in each companys 10-Q SEC filings and reconciliation of non-GAAP financial measures 2) Source: Companies 10-K and 10-Q SEC filings
13
The company will require radical action to stop losing customers, reverse basket declines, and recover market share
Despite modest improvements in recent years, the existing cost structure is not sustainable
14
Promoters
% Promoters
INSIGHT: 80% of positive comments about a brand come from promoters
Passives
8 7
6 5 4
(minus)
Detractors
% Detractors
INSIGHT: 80% of negative comments about a brand come from detractors
3 2 1 0
Very Unlikely
16
Business Services
50%
40%
30%
20% 10% 0%
20%
10% 0%
20%
10% 0%
Office Depot
UPS Store
FedEx Office
OfficeMax
Office Depot
OfficeMax
Amazon
Staples
-10%
SMB customers are approximately two-thirds less loyal to Office Depot than established competitor Staples and emerging competitors Costco and Amazon when shopping for Office Supplies
A similar SMB customer loyalty gap exists between Office Depot and leading competitors Costco, Staples, and Amazon in Office Equipment
Office Depot
OfficeMax
Amazon
Staples
SMB customer loyalty is lowest in Business Services, where Office Depot ranks lowest and trails stronger peers by either a 2:1 or even 3:1 margin
Importantly, Office Depot trails the most in what should be the highest profit margin category
Notes: 1) NPS survey results of 2,014 consumer, small and medium-sized business office supply customers conducted by an independent survey organization from December 19, 2012, to December 26, 2012
Staples
Costco
Costco
17
Business Services
40%
30% 20% 10% 0%
40%
30% 20% 10% 0%
40%
30% 20% 10% 0%
Amazon
Staples
Staples
Amazon
UPS Store
Office Depot
Office Depot
Consumer loyalty to Office Depot is average in Office Supplies, an area where consumers generally view the sector more favorably than SMB customers
Office Depot ranks last in consumer loyalty in Office Equipment, well below direct peers, Staples and OfficeMax, and even further below industry leaders, Amazon and Costco
Staples dominates consumer loyalty in business services, with an NPS score more than two times higher than Office Depots
Office Depot generates higher NPS scores among consumers (although still at or near the bottom and well below the target rate), a customer that is generally less profitable and less recurring than SMB customers
Notes: 1) NPS survey results of 2,014 consumer, small and medium-sized business office supply customers conducted by an independent survey organization from December 19, 2012, to December 26, 2012
Office Depot
FedEx Office
OfficeMax
OfficeMax
OfficeMax
Staples
Costco
Costco
18
Percent of #1 Ranking by Each Store Brands Loyal Customers Consumer Small and Medium Business (SMB)
Staples loyalty advantage, e.g., core consumers who rank their retailer as number one versus other retailers, is statistically significant across all key dimensions making it unlikely that core Staples consumers will ever switch to ODP or OMX
With virtually no statistically significant difference between ODP and OMX across five of six key competitive dimensions, the proposed merger of ODP and OMX is unlikely to attract Staples SMB customers
Notes: 1) Source: Survey Results. Percentage of core customers who ranked their primary office provider as #1 in each of 6 dimensions
19
ODP
-5%
-13%
-14%
-1%
-2%
-5%
SPLS
-3%
-9%
-2%
-1%
0%
-2%
OMX
1%
-11%
-11%
-2%
-2%
-3%
Notes: 1) Source: Company Filings 2) Source: Seeking Alpha ODP Conference Call Transcripts
20
To reverse ODPs customer attrition, the Company will need a much deeper understanding of the customer and develop much more compelling value propositions
21
Gross Margin %
35% 30%
25% 20% 15% 10% 5% 0%
Operating Profit %
10% 8% 6% 4%
2%
0% -2% -4%
ODP (Adj.)
SPLS
OMX
ODP
SPLS
OMX
Between 2002 and 2005, ODP had better gross margin (1) than OMX. However since 2006, ODPs comparable gross margin has lagged both of its competitors
ODPs lagging margin productivity combined with a non-scalable and recalcitrant SG&A platform has resulted in consistently inferior financial performance to peers
Notes: 1) ODPs gross margin includes distribution cost, to make it comparable to those of SPLS and OMX. Distribution costs for 2007 a nd 2011 are provided in the Nov 2011 Investor Presentation, distribution cost for other years are assumed to be at similar level in terms of % of revenue 2) Source: Company 10-K SEC Filings, GAAP basis
23
From 2007 to 2012, Office Depots revenue declined $4.8 billion, yet G&A expenses actually increased $27 million over the same time period. As a result, total G&A expenses increased from 4.2% of revenue in 2007 to 6.3% of revenue in 2012, and G&A expenses per store increased from $471 to $545 over the same time period(1)
Revenue
$18,000 $16,000 $14,000
$12,000 $10,000 $8,000 $15,528
-$4.8 Billion
($ in millions)
G&A Expenses
$680 $670
($ in millions)
$673
+$27 Million
$660 $650
$10,696
$646
$640
$630
2007
2012
2007
2012
($ in thousands)
$545
+$74 Thousand
$500 $475 $471
3.0%
2.0% 1.0% 0.0%
24
Information Technology
IT Spend
Estimated Spend ($M)
Finance
Finance Spend Headcount
Estimated Spend ($M)
Merchandising
Merchandising Spend $100
$55M Opportunity
Headcount
$250
$200 $150 $100 $50
$100M Opportunity
2000
Headcount
$300
2400
$60M Opportunity
2000 1600
Headcount
$80 $60
$40 $20 $0
1200 800
400 0
$0
25
Advertising Expenses v. Direct Peers ODP Total 2012 Revenue Total 2012 Advertising Expenses (1) % of Total Revenue $ 10,696 372 3.5% $ SPLS
Given Office Depots significantly larger scale than OfficeMax, we question why the Company is spending a higher percentage of revenue on advertising
Notes: 1) $30 million advertising expenditure on NASCAR is excluded from ODPs 2012 advertising expenses
26
80 ~ 90%
Print Radio Online / Mobile / Social Other TOTAL
Notes: 1) Representative benchmark for global, multi-channel retail advertising mix
($ in thousands)
INT $3,022,911 $105,800 $0 3.5% 2.0-2.5% $73,805 2.4% Total (3) $10,695,652 $402,400 ($30,000) 3.5% 2.0-3.0% $307,400 2.9% $95,000
28
International
Distribution Spend ($M)
$250 $200
$250 $200
$48M Opportunity
$350 $300
$34M Opportunity
$250
$200 $150
$150
$100 $50 $0 Est. ODP Benchmark
$150
$100 $50 $0 Est. ODP Benchmark
$100
$50 $0 Est. ODP Benchmark
29
With approximately 10,000 SKUs per store, Office Depot is carrying more SKUs in its stores relative to Staples at approximately 7,000 SKUs, resulting in slower inventory turns, excessive inventory investment and inefficient labor deployment
In contrast, ODP is carrying fewer SKUs online than both competitors, resulting in a weaker ability to support its customers need for deep catalog items, and an inability for the store to recommend an omni-channel solution when items are not available in the store
Estimated SKU Count Stores (1) 10,000 7,000 Online (2) 72,000 100,000+
11,000
80,000 to 100,000
ODP should reduce its in-store SKU count by improving its line logic, providing a good/better/best product assortment, consolidate its supplier base to reallocate open-to-buy to preferred vendors, and realign its private label strategy ODP should assort a deep online catalog through direct sourcing, supplier network, and a new marketplace platform to drive average order value to competitive levels
Notes: 1) Source: Company 10-K SEC filings, presentation to investors, and internet research 2) Source: eDataSource, March 20, 2012, and internet research
30
31
Benefits (2)
Revenue COGS (@ 65%) (3) COGS transitioned to DL (Approximately 11% of total) EBIT Improvement (~ 500 bps) Previous opportunities + PL direct sourcing oppy.
20%
10% 0%
ODP
Peer Group
Notes: 1) Peer group is defined as multi-channel retailers with revenue greater than $10B 2) Source: Company 10-K SEC filing 3) Reported COGS & Occupancy Costs at 70% of revenue, subtracting approx. 5% for occupancy costs
Cumulative opportunity
32
Crosscut X X X X
Capacity (Sheets)
10 12 12 12 Private label products with different features priced the same
33
Lack of Pricing Logic between Different Private Label and National Brand Products (1)
Crosscut X X X Micro
Capacity (Sheets)
12 8 8 17 Private label products priced higher than national brand despite having fewer features Private label products priced the same as national brand despite having fewer features
Office Depot is clearly over skud and its private label strategy lacks any clear focus, resulting in customer confusion and lost sales
34
6%
9%
ODP
SPLS
91%
94%
Services
Products
35
Office Depot has a long history of incentivizing its BSD sales force to target revenue growth, so its sales people generally target large revenue enterprise accounts even though they carry little operating margin contribution As a result, we believe that approximately 65% or more of the Companys BSD revenues are generated by these customers, versus Staples at approximately 35%
35%
35%
SPLS
35%
65%
ODP
65%
SPLS
65%
SMB
All Other
SMB
All Other
SMB
All Other
The problem with Office Depots strategy is that these enterprise customers generally carry razor thin gross margins and are often unprofitable Alternatively, small to medium sized businesses (SMBs), which Staples primarily serves, typically offer margins more than 1,000 basis points higher than larger national enterprise accounts
37%
27%
30%
20% 10% 0%
Large Business
Small/Medium Business
36
INCENTIVIZING BASED ON PROFIT RATHER THAN REVENUE CAN RESULT IN SIGNIFICANT IMPROVEMENT IN FINANCIAL PERFORMANCE
W.B. Mason is a distributor of office products to businesses in New England and other states on the East Coast
By focusing on the SMB and incentivizing its sales force based on operating profit, W.B. Mason is able to achieve an operating margin that is much higher than that of the Business Solutions Division of ODP
Example: Office Depot vs. W.B. Mason
12% 10%
8%
Operating Margin % +8%
6% 4%
2%
0% ODP BSD
(1)
W.B. Mason
Notes: 1) Estimated BSD divisional operating profit, as reported in 8-K filed on April 30, 2012, including allocated corporate G&A expenses, and excluding BSD divisional charges and allocated corporate charges
37
Implication
Currently ODP requires customers to call their Service Center to generate a return authorization and schedule a pick-up of the item
SPLS and OMX both allow selfgeneration of return authorizations
With no evident personalization capability and a limited recommendation engine, ODPs sales per customer is far lower than it otherwise should be. In addition, having customers call a service center to generate a return authorization, results in frustration among the customer base, lower conversion rates, and higher costs
38
ODPs current strategy is not working and their executional performance is putting the company at risk
39
In $ Million
$600 $503
$38 $33
$100
$0 G&A Advertising Distribution SKU/Supplier Rationalization Direct Sourcing Total E&E Opportunity
40
ODPS CURRENT NORTH AMERICAN RETAIL REAL ESTATE STRATEGY HAS FAILED
According to ODPs 10-Q SEC filing for Q3, 2012: In the third quarter of 2012, impairment charges were taken for 360 stores, over 30% of total 1,114 stores Approximately 230 stores will be reduced to salvage value of $7 million
The North American Retail Division has taken charges recently which significantly reduced its operating income(1): Time Period Q1, 2013 2012 2011 2010 Charge $5 million $126 million $14 million $25 million
Notes: 1) Source: ODPs 10-Q SEC filing for Q3, 2013 and 8-K SEC filing dated April 30, 2013 2) Divisional operating income as reported in 8-K filing dated April 30, 2013 and 10-Q for Q1, 2013, and does not include unallocated corporate expenses and charges
42
A significant number of ODP stores have leases for renewal over the next 5 years At end of 2012, ODP operated 1,112 stores in North America Over the next three years, approximately 440 stores (40% of store base) have leases up for renewal
In addition, approximately 280 stores (25% of the store base) have leases up for renewal in the following 2 years
In total, approximately 720 stores (65% of the store base) have leases up for renewal within 5 years
(1)
ODP has publicly stated its plans to significantly downsize the current store base
Current average store size is approximately 23,000 sqft
ODP will convert 440 (or approximately 40%) of its stores into small format (~ 6,000 sqft): 275 stores in next 3 years, additional 165 stores in the following 2 years ODP will convert 85 stores (or approximately 8%) into mid-size format (~15,000 sqft): 60 stores in next 3 years, additional 25 stores in the following 2 years ODP will close 50 stores as their base lease period ends Remaining stores will remain as configured, or have leases reaching renewal period more than 5 years into the future
In total, Office Depot plans to either downsize or close 52% of its store base over the next five years
Notes: 1) Source: ODPs 10-Q SEC filing for Q3, 2012, and 10-K SEC filing for 2012
43
According to ODP(1), after remodeling, small stores (6,000 sqft footprint) will: Retain 90% of revenue
ODP believes that total benefit of converting to small and medium-format stores will result in higher margin overall for ODP
Illustrative example of ODPs four wall margin in its small format store assuming 90% revenue retention, improved Gross Margin from higher mix of service revenue, rent savings, and labor cost savings
All $ figures are in thousands except sqft Square footage Revenue Gross margin (2)(3) Operating expenses (4)(5) Operating profit Current Store (1) 23,000 $4,000 $960 $727 $233 Small Format Store 6,000 $3,600 $1,154 $661 $493
5.8%
13.7%
$260
Notes: 1) Source: ODPs 10-K SEC filing for 2012, and transcript of Q3, 2012 ODP Earnings Conference Call on November 6, 2012 2) Includes Distribution costs 3) Assume the small format stores will carry 2% higher gross margin due to higher percentage of high-margin product/service revenue, and rent savings of $218K per store due to smaller store (23K sqft to 6K sqft, and rent increase from $16/sqft to $25/sqft) 4) Excludes distribution costs already included in COGS and Occupancy Costs 5) Assume a small format stores requires on average 1.5 less FTE for a total of $66K per year
44
Store Format
Current (1) Mid-Size Small
Square Foot
22,948 15,000 6,000
Rev / Sqft
$175 $267 $600
For these assumptions to be true, the new small-format stores (which ODP plans to convert ~40% of its store base), would need to have over twice the revenue per square foot as the average Staples store and even higher than the leading Department Store Neiman Marcus
$1,000 $800
$6,050
OSS
$600
$400 $200
$-
Notes: 1) Figures for current format stores are from ODPs 10-K SEC filling for 2012 2) For small format stores, Rev/Store is assumed to be 90% of current store average 3) Source: Companies SEC filings
45
Assuming a more realistic, but still difficult to achieve revenue per square foot for the small format store of $300/sqft, which is still higher than that of Staples and off-price stores leader TJ Maxx (both at $285/sqft) and 70% higher than ODPs current average ($175/sqft), the likely impact on operating profit due to the conversion to the small-format store would actually be a loss of $208K per converted store compared to the current store.
All $ figures are in thousands except square footage & $/sqft Square foot Current Store (1) 23,000 Small Format Store 6,000
Revenue / Sqft
Revenue Gross margin (2)(3) Operating expenses (4)(5)
$175
$4,000 $960 $727
$300
$1,800 $686 $661
Operating profit
Operating profit margin Total operating profit impact per converted store
$233
5.8%
$25
1.4% $(208)
If ODP converts 440 stores to the small store format as currently planned, we believe operating profit would be negatively impacted by approximately $92 million per year, even if ODP can increase its sales per square foot to $300/sqft (higher than Staples at $285/sqft)
Notes: 1) Source: ODPs 10-K SEC filing for 2012, and transcript of Q3, 2012 ODP Earnings Conference Call on November 6, 2012 2) Includes Distribution costs 3) Assume the small format stores will carry 2% higher gross margin due to higher percentage of high-margin product/service revenue, and rent savings of $218K per store due to smaller store (23K sqft to 6K sqft, and rent increase from $16/sqft to $25/sqft) 4) Excludes distribution costs already included in COGS and Occupancy Costs 5) Assume a small format stores requires on average 1.5 less FTE for a total of $66K per year
46
Our initial analysis suggests that converting current stores to a medium size format (with $267 sales / sqft) has a much better chance of success, and will be accretive to ODPs profitability
All $ figures are in thousand except square footage & $/sqft Square foot Revenue / Sqft Revenue impact Gross margin (2)(3) Operating expenses (4)(5) Operating profit Operating profit margin Total operating profit impact per converted store Current Store (1) 23,000 $175 $4,000 $960 $727 $233 5.8% Medium Format Store 15,000 $267 $4,000 $1,028 $694 $334 8.4% $101
We believe reducing square footage from 23,000 to 15,000, if done properly, results in limited to no decline in total store revenue, but carries the advantage of reducing rent, labor costs and SKUs to improve profitability
Office Depot could also decide to use extra real estate in select locations as small/local distribution centers for same-day delivery
Notes: 1) Source: ODPs 10-K SEC filing for 2012, and transcript of Q3, 2012 ODP Earnings Conference Call on November 6, 2012 2) Includes Distribution costs 3) Assume same COGS %, and savings in rent of $68K per store per year, due to smaller store footprint and rent increase of $16/sqft to $20/sqft 4) Excludes Distribution costs 5) Labor cost savings due to smaller footprint and SKU reduction is assumed to average 0.75 FTE for medium stores (~33K/year)
47
Notes: 1) Source: ODPs 10-K SEC filing for 2012, and transcript of Q3, 2012 ODP Earnings Conference Call on November 6, 2012 2) Includes Distribution costs 3) Assume same Gross Margin % for medium store, and 2% improvement in GM% for small store, and net rent savings resulting from smaller store footprint 4) Excludes Distribution costs 5) Average labor cost savings due to smaller footprint and SKU reduction is assumed to be $33K/year for medium stores and $66K/year for small stores 6) Assume $300 million total capital expenditure depreciated over 15 years
48
Current strategy has low likelihood of success Large scale success for small format stores requires heretofore unachieved sales productivity by any OSS retailer Small format stores may work in selected locations to replace current underperforming stores, but doing so for 440 stores (40% of the chain) is highly unrealistic Requires $300 million capital investment over 5 years Potentially result in an incremental annual loss of approximately $103 million in operating profit based on more realistic performance assumptions, which will reduce ODPs adjusted operating profit from $96 million to negative $7 million (1)
We seriously question whether the management and Board fully analyzed the small store format before deciding to roll it out to approximately 40% of its store base Based on our analysis, we question why the Board of Directors would approve such a risky and unrealistic real estate strategy? The real estate strategy should be re-evaluated immediately
49
In $ Million
$1,200
Growth Strategy
$317 $1,000
$1,075
$299
$776 $800 $89 $600 $122 $33 $38 $43 $27 7.3% Margin
$95
$0
50
$10,695,000
Est. 2012 ODP at Spend1 Est. ODP % Benchmark %2 Benchmark Opportunity $242,777 2.27% 1.40% $149,730 $100,000 $168,981 1.58% 1.01% $108,020 $60,000 $81,282 0.76% 0.25% $26,738 $55,000 $493,040 4.61% 2.66% $284,487 $215,000
0 million
52
Details Expansion of shared services to support NAR, BSD and INT Rationalize/consolidate local support Expand global transaction processing centers , i.e., AP and HR Further standardize business processes across divisions Expand outsourcing for cost advantage Reduce fixed cost base, e.g. IT infrastructure Move to variable pricing for outside services, e.g., IT network bandwidth Prioritize projects, re-assign internal staff to high priority efforts Eliminate non-critical expenditures
Streamlining and consolidating global G&A functions and processes (e.g., COEs, low cost/third party transaction centers) Reducing per unit transaction costs
Adjusting consumption of G&A reports and other services to benchmark targets (affordability)
53
($ in thousands)
INT $3,022,911 $105,800 $0 3.5% 2.0-2.5% $4,444,202 $77,774 1.8% Total $10,695,652 $402,400 ($30,000) 3.5% 2.0-3.0% $24,380,510 $533,600 2.2%
20% $30,000
$30,000
$121,920 2.7%
54
Focus on competitive and winnable markets, increase dark markets Evaluate frequency: 4x month 2x month Increase vendor participation Reduce size Evaluate quality
Business Solutions Division & International Key Action Levers Converted printed catalog to online Rationalize catalog content and frequency
Details Convert and expand online options for printed catalog Evaluate number and timing of special catalogs Rationalize seasonal special editions
55
($ in thousands)
Opportunity $40,000 $48,000 $34,000 $122,000 $310 million $122 million $432 million
$133,803 - 178,403 $160,435 - 192,522 $242,150 - 272,418 $577,760 - 692,650 Previous opportunities + Distribution opportunity Cumulative opportunity
Notes: 1) Total distribution as reported in 2012 10-K, estimated ODP costs allocation to different divisions 2) Industry Benchmarks: Median Performance for Global Retail Cohort >$10B
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Details Reduce or eliminate reliance on third party logistics service providers for imported products
Facility consolidation
Reduce number of US distribution centers from 15 to 10 Evaluate selected store space for local order fulfillment
Implement demand-driven delivery to stores (from static schedule at ~3x/week to dynamic scheduling based on demand) Evaluate and optimize distribution strategy based on product segment and profitability Implement supplier benefits and penalties to improve delivery performance, including Total Cost Model Reduce the cost of product returns process
Implementing segmented flows based on customer needs Improving OTRQ (On-Time Right Quantity) performance and penalties Reduce cost of reverse logistics
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We believe there is an opportunity to increase direct sourced, private label penetration from approximately 11-12% currently to approximately twice as high while reducing agent-procured private label SKUs We estimate that this mix shift would drive 400 to 600 basis points of margin improvement, or $30 million to $45 million of increased profitability, for items sourced directly ($ in millions) $10,696 6,913
760
$38
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Key Action Levers Drive direct sourcing as the preferred alternative to sourcing through agents, with select exceptions based on cost and quality Develop and reinforce clear strategy that guides the development and inclusion of private label products
Details Expand and accelerate direct sourcing capabilities Assign aggressive targets by category for direct sourcing penetration Adopts a price leader private label strategy that delivers improved quantity and quality over national brands Set aggressive private label profitability targets by category Correct and rationalize private label product positioning strategy
Improve the line logic of good, better, best, and assort the right balance of features and benefits to allow the customer a clear choice
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2012 Revenue COGS (1) % Procurement Cost Impacted Savings Opportunity % Opportunity
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Details Develop a good, better, best product assortment Develop a more effective line logic Standardize pricing standards Evaluate vendor by economic performance and total cost model by product category Rationalize supplier base while respecting risk management needs Expand ODP online presence, increase advertising spending in online channel Develop a deep online catalog through direct sourcing, a supplier network, and a new marketplacedriven platform
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$15,600
$31,100
$46,700
Notes: 1) Revenue per store is based on ODPs 2012 10-K SEC filing. ODP has 1,112 stores open at end of 2012 2) Assuming on average, every 3% improvement of service revenue as % total sales will require additional 1/3 FTE resource per store, or $66K / 3 = $22K per store
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2012 BSD revenue Current % sales to SMB SMB mix improved to Additional revenue to SMB Margin improvement (1,000 bps)
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In $ Million
$600 $500 $122 $400 $95 $300 $215 $200 $100 $38 $33 $503
$178
$325
$0
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GROWTH STRATEGY
THERE ARE SIGNIFICANT OPPORTUNITIES WITH THE EXISTING ASSET BASE TO DRIVE SUBSTANTIAL GROWTH
Office Depot should not only focus on operational improvement, but also explore opportunities to reach more customers and offer solutions rather than simply products or services
Core assets already in place to support growth Over 1000 US Retail locations interacting with 1000s of customers and SMBs daily A mature and experienced business services segment providing products and services to consumers and SMBs
Capitalize on ODPs position as the 5th largest online retailer, behind only Amazon, Staples, Apple and Dell (1) Examples from leading online retailers Wal-Mart & Amazon: Expanding online to have local stores/partners fulfill same day delivery Staples: Becoming one stop shop for business fulfillment, similar to Amazon Marketplace for businesses
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Uniquely tailor customers online and in-store experience to their needs and preferences
Change organizational focus and capabilities from product- or channel-centric to customercentric Develop incentive programs aligned with omni-channel strategy
Extend product and service offerings to become one-stop solutions provider to SMBs
Subscription-based tech support / IT services Managed print solutions Office design solutions Office Depot credit and loyalty programs Website & domain name services
Notes: 1) For a more detailed discussion, please go to the Services / Category Extension slides in Growth Strategy section
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Office Depot should investigate different approaches to expand its online presence, some of which have been adopted by other leading online retailers Becoming a one-stop solutions provider for SMBs, capable of satisfying all their needs Develop an ODP online store offering similar to Amazon Marketplace for SMBs, leveraging other sellers to offer more specialized products and services Re-allocate some of the space in large stores to hold inventory for online/same day fulfillment
Notes: 1) Online revenue figures for each company was provided by OfficeMax Investor Day presentation, Nov. 16, 2011
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35%
+1000 bps
35%
SPLS35%
65%
ODP
65%
SPLS
65%
SMB
All Other
SMB
All Other
SMB
All Other
Consumers
Notes: 1) Source: Starboard Discloses 13.3% Ownership in Office Depot and Sends Letter to CEO and Board Directors, PRNewsWire, Septem ber 17, 2012
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Respect Me and My Time I wouldnt go completely out of my way to a store thats pretty far away just to save 10, 5%..its not worth it, because Im very busy. Respondent
CORE NEEDS
$
Life
Business
Reward Me [membership rewards]..You can spend $50 dollars a year if youre getting some of those kinds of benefits...Its like Costco membership and quite often Ive gotten back some [reward dollars]I had one year that I maxed outthe more you spend, the more you get back. Respondent
My Business is My Life [supplies shopping]Im the purchasing agent for everything, and even though it takes away from my time selling and trying to move things forward Respondent 70
Core Needs
Respect Me and My Time My Business is My Life Reward Me
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Evidence of Problem
Declining average order value Declining traffic Interaction with staff in stores and BSD Online lack of personalization/ recommendation engine
Institutionalize a selling culture Deploy best-in-class sales processes and tools Provide employees with instant access to product and customer information Align incentives to solution selling Make employees customer segment aware and able to provide tailored solutions
Forthcoming employee testimonial: Selling is what I do and I have the skills and tools to be good at it
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$ in millions
$$(100)
$22 $(1)
2014 2015 2016 2017
Incremental Revenue
Assumptions: Incrementa Op Income Implementation begins in 2013 Improved engagement model entices increasing proportion of customers across all channels to shop more frequently Previous opportunities By 2017, 20% of ODPs customer base increase transaction frequency (1 additional transaction per year) + New Engagement Model Gross margin rate and basket size is equal to current base to isolate Cumulative opportunity impact of other initiatives
Forthcoming employee testimonial: Selling is what I do and I have the skills and tools to be good at it
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Details Implement customer selling and engagement model Align store labor model and schedule to emphasize customer engagement Implement daily sales tracking and scorecards Provide additional sales training to all associates Provide an integrated access to data across all channels Implement sales incentives which encourage broader solution selling Example: Creating an ink replenishment solution instead of simply selling ink cartridges Implement customer segmentation Develop unique segment value propositions
Deploy best-in-class sales processes and tools Provide employees with instant access to product and customer information Align incentives to solution selling
Make employees customer segment aware and able to provide tailored solutions
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Online performance lagging those of industry leaders Low presence of SMB in customer mix Difference customers have different channel preferences: Evidence of Problem
Segment Preferred Channels Relationship Construct Head of household
Store, Web, Mobile Loyalty Program, Club
Home Office
Store, Web, Mobile Loyalty + Subscription, Club
National, Global
Integrated Web, Account Contract, Integration, Personalized
Customer experience in all channels will be uniquely tailored to their needs and preferences ODP employees will have full visibility to customer history, open orders and preferences when interacting Organizational focus and capabilities will be customercentric rather than product- or channel-centric Incentives aligned with omni-channel strategy
Forthcoming customer testimonial: I see a reflection of my business in every interaction with ODP, regardless of channel
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$ in millions
$93
$30 $43
$19
$$(50)
2015
2016
2017
Incremental Revenue
Incremental Op Income
Assumptions: Implementation begins in 2013 Improved omni-channel experience entices customers to increase spend (personalization and recommendation drives transaction size) 20% of customers are positively impacted by omni-channel resulting in 10% increase in average order value
Forthcoming customer testimonial: I see a reflection of my business in every interaction with ODP, regardless of channel
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Key Action Levers Customer experience in all channels will be uniquely tailored to their needs and preferences
ODP employees will have full visibility to customer history, open orders and preferences when interacting
Organizational focus and capabilities will be customercentric rather than product- or channel-centric
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Evidence of Problem
NPS scores and customer interviews demonstrated that there is little loyalty in this industry, and customers would be willing to increase their frequency of purpose if the company offered clear and consistent value
Key Changes
Create an industry-leading customer loyalty program that is easy to understand and easy to use Debit card based Better visibility into customer behavior and subsequent tailoring The reinvention could include expansion to various business model: Private label debit cards Advantaged pricing for members Clubs Group rates on common SMB purchases like vehicles and insurance
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$267 $219
$297
$326
$250
$200
$150
$100 $50 $-
$118 $22
$5 2013 $16 2014 2015 2016 2017 $24 $27
Incremental Revenue
Assumptions: Implementation begins in 2013 By 2017, 33% of SMB and 15% of Consumers will enroll in the program Planning assumption: average order value will increase by 15% and transaction count will increase by 12.5% The program will offer customers with a 5% pricing incentive 5% of customer attrition can be avoided
Incremental Op Income
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Key Action Levers Create an industry-leading customer loyalty program that is easy to understand and easy to use
Details Eliminate points and redemption process Implement standard percent off all purchases
Previous loyalty programs from other leading retailers have led to increased sales of 30~40%
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Evidence of Problem
Percent of sales in services and high margin products is low compared to major competitors and industry leaders
Key Changes
Enter / accelerate adjacent categories with growing demand among SMBs Focus on subscription-based services to create lasting customer relationships
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$938
$714
$514
$600 $400
$200
$$12
$177
$39 2013
$179
$245
$317
$59
2014 2015 2016 2017
Incremental Revenue Incremental Op Income Assumptions: Implementation begins in 2013 Mobile/smart phone sales growing to 2 units/day/store Convert 4% of ODPs SMB customer base to comprehensive Previous opportunities subscription-based tech support model Have 50,000 printers/copiers (toner/paper) under a replenishment + Service/Cat. Extension arrangement Cumulative opportunity Capture 13.3% of the SMB Office Design spend
Forthcoming customer testimonial: My office is anywhere I am and Office Depot is at my fingertips
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Key Changes Enter / accelerate adjacent categories with growing demand among SMBs
Details Mobile phones and activation in store Partner with mobile service providers to provide activation service in store in addition to selling mobile phones Expand managed print solutions in U.S. Accelerate and expand managed print services in existing and new SMB/corporate accounts Offer office design services Develop office design services to complement and expand office furniture product offering Expanded network of partner service offerings that address key pain points Develop a network of 3rd party value-add service partners to provide adjacent solutions, e.g., insurance, travel and accounting, to SMBs Develop recurring revenue stream through subscription-based services to SMBs, e.g. technical support
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Enablers
Immediately Promising
Club Model
Outfit My Business
Family Friendly
Website Services
Eventually Promising
Promote My Business
Meaningful Alliances
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In-store office space Demonstrate solutions Capture product and service needs National and local partnerships Networking Co-marketing/promotion Educate SMBs Networking Traffic and engagement
ODP has the opportunity to partner with professional and networking organizations that serve SMBs to become the preferred provider of business-oriented solutions. Imagine a national group like Ernst & Youngs Entrepreneur of the Year program, or the myriad local organizations represented in every market ODP serves. Through this effort, ODP can promote the organization in store and online, and likewise, the organization can promote ODP.
ODP will promote sessions for local professionals to help customers understand critical topics for running their business, like accounting basics, records retention, critical legal issues, professional networking. These local professionals could be suppliers to ODP, and their services could be paid through ODPs POS system. While in -store, SMBs can pick up supplies for all their needs, and learn about additional services available through ODPs network.
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Customer, industry and macro trends Knowledge and insight to make the SMB as smart as the large businesses
Personal solution assistant Commission-model
Large businesses have internal and external data available to them which, when analyzed effectively, gives them a competitive advantage in understanding markets, customers, trends, and disruptors. Big Data for Small Business offers customer, industry, and macro trends that provide the knowledge and insights to micro, small and medium businesses through a web portal subscription, for a fee or as a benefit of a loyalty program.
Introducing Your Concierge from ODP, your personal solution assistant that is there to advise and support your ever changing needs. The Concierge works on a commission basis, and is your advocate for finding the solution that fits within your budget.
Club Model
SMBs are worried about their bottom line, dont have spare time, and they need peace of mind that they are not overpaying since its coming directly out of their pocket. They do some homework here and there but ultimately gravitate to a pattern that they do not have to overthink. For a modest annual fee, the small SMB would get many perks that larger accounts get (guaranteed discounts, free delivery, pooled resources, etc.) Most importantly, they would get a comprehensive assortment of office supplies and equipment with dayin-day-out savings so they no longer have to go from place to place looking for the best option.
Applicable In-store
Applicable Omni-channel
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Outfit My Business
Office design Solution upsell Branded alliances (e.g., IKEA, Pottery Barn) Scrapbooking/crafts Stay and play, while parents take care of business Develop customized websites Domain name registration
Available in-store and online, ODP will provide appointment-based access to a professional designer (DesignPro), who will visit your office location (or at an ODP store) to discuss your needs and design the right environment for you. From office furniture, to the perfect break room, to the technical infrastructure required to operate your business, the DesignPro can pull together options and pricing. Furniture options could include product from non-traditional partners, like Ikea or Pottery Barn.
Family Friendly
Convert excess space into a family friendly zone, which encourages kids and their parents to be creative. Partner with Archivers to provide scrapbooking and crafts items. Classes and events can be scheduled to encourage interaction with other families. SMB Parents can take advantage of services which can be scheduled to coincide with the kids classes, including meetings with professionals (legal, tax, etc.) as well as printing, shipping and technical support. Bring your tablets and smartphones to download the latest family friendly apps. Develop partnerships with leading online service providers to enable ODP to assist SMBs in developing their website and e -commerce capabilities. Help SMBs to register domain name, build and maintain website, and e commerce platform
Website Services
Applicable In-store
Applicable Omni-channel
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Promote My Business
Meaningful Alliances
Applicable In-store
Applicable Omni-channel
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WE BELIEVE...
ODP needs to focus on SMB as the target customer Sustaining the current operating model will not address the SMBs needs There are four transformational enablers that ODP must address to set the stage for growth There is room in the industry for a new player who will change the game to serve the SMB needs across all channels
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Our initial analysis suggests that converting current stores to medium size format has much better chances of success, and will be accretive to ODPs profitability
All $ figures are in thousand except square footage & $/sqft Square foot Revenue / Sqft Revenue impact Gross margin (2)(3) Current Store (1) 23,000 $175 $4,000 $960 Medium Format Store 15,000 $267 $4,000 $1,028
$727
$233 5.8%
$694
$334 8.4% $101
Notes: 1) Source: ODPs 10-K SEC filing for 2012, and transcript of Q3, 2012 ODP Earnings Conference Call on November 6, 2012 2) Includes Distribution costs 3) Assume same COGS %, and savings in rent of $68K per store per year, due to smaller store footprint and rent increase of $16/sqft to $20/sqft 4) Excludes Distribution costs 5) Labor cost savings due to smaller footprint and SKU reduction is assumed to average 0.75 FTE for medium stores (~33K/year)
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NEW REAL ESTATE STRATEGY REPLACE LARGE STORE WITH 2 OR MORE SMALLER/MEDIUM STORES IN SELECTED LOCAL MARKETS
In markets with high customer density, it may be advantageous to have two or more smaller stores instead of one giant store Proximity to more customers in the area More flexibility in planning store layouts, product assortments, and promotions
However, as shown in our earlier analysis, the small store approach may not be financially beneficial if applied to a large number of stores Target stores must be judiciously selected, cost-benefit trade-offs thoroughly analyzed, and the conversions carefully planned and executed in order to reap the benefit offered by the small store model
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NEW REAL ESTATE STRATEGY ALLOCATE PART OF THE LARGE STORE FOOTPRINT TO FULFILL ONLINE ORDERS
For large stores with long-term leases, part of the store may be converted to warehouses to fulfill local online orders Exploit comparative fulfillment advantage based on proximity to customers Better (in terms of time and cost) able to fulfill next-day/same-day, delivery orders for local customers This can be leveraged to compete with online retail giants such as Amazon Improved customer availability for both in-store and online fulfillment
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OUR PLAN IS URGENT WE INTEND TO ACHIEVE RUN-RATE VELOCITY WITHIN 12-18 MONTHS
Subsequent planning and implementation work will follow the initial 100 Days that will be required to achieve run rate savings within a 12 to 18 month time frame
I. Strategic and Operational Assessment & Launch Quick Hits
Assess, validate, and quantify opportunities Strategy: SBU Assessment (Performance, Trajectory, Capabilities, Investments) Revenue: Merchandising Effectiveness, Marketing Effectiveness, Channel Assessment Operations: Distribution, Sourcing, Retail Ops SG&A: Selling Costs, G&A, Corporate Structure Assess structure and talent across the organization Identify and take immediate action on quick hit opportunities
II. Optimize Current State, Execute Close-in Opportunities, Validate and Plan for Long-term
Work with management and BOD to select and prioritize opportunities Develop performance improvement plan with milestones and measurements Determine where resources are required to support plan implementation Assign budget oversight and accountability Refine analysis on longer-term opportunities recommended for further study
Refine
Implement changes across entire organization Transition ownership and execution from SWAT teams to on-going/daily operational management
ACTIONS
100 Days
TIME
On-going
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In $ Million
$1,200
Growth Strategy
$317 $1,000
$1,075
$299
$776 $800 $89 $600 $122 $33 $38 $43 $27 7.3% Margin
$95
$0
96
Day 100
Business Unit Strategic Review G&A Advertising Distribution SKU / Supplier Rationalization Direct Sourcing Merger Planning
New Engagement Model True Omni-channel Reinvent Loyalty Program Services / Category Extensions
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98
G&A
Review current investment portfolio Capital and Expense IT new development Store capital - Open, Close, Reset Web Other Build revised/realigned Investment Portfolio Assess internal general and administrative data Review financials Validate against hypothesis Prioritize focus areas based on assessment Functional within Business Unit Web site and supporting functions BSD-Retail Cross-functional synergies Assess key non-merch vendors and suppliers Assess Corp Organizational structure Management talent / capability Prioritize focus areas based on assessment Cross-functional synergies Talent / capability gaps Review HR policies and practices To meet regulatory requirements Understand HR Corp strategy and Organization Review key HR employee contracts / agreements Review Compensation and Benefits Understand current benefits plans and contract terms Inventory health and wellness plans - employees and retirees Understand financial and legal obligations Develop strategy to rationalize and optimize benefits policies, plans and terms Define org structure, reporting relationships, roles and responsibilities Rationalize corp titles, functions, and job descriptions Rationalize BU titles, functions, and job descriptions
99
100
Advertising
Assess current spend and effectiveness Measure effectiveness and historical trend By Advertising channel Print TV/Radio Web Mobile Social
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102
u u u u
u u u
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Distribution
Assess Physical Supply Chain DC and Transportation Network Design Transportation Inbound from Supplier DC and Direct to Store Reverse Logistics Carrier Management Distribution Receiving, Putaway, Picking, Fulfillment Cross Docking Supplier Operational Compliance Direct to Customer - Web and Store sales Store Operations Scheduling, Receiving, Merchandising Returns Processing Delivery Benchmark current Delivery network Design Revamped Delivery model Reverse logistics Assess Inventory Management Inventory Planning and Execution Demand and Lead time Forecasting Order Cycle, Replenishment, Special Orders Assess Merchandise Planning & Analysis Sales, Margin, and Inventory Markdown Planning and Execution Open-to-Buy Create action plans and assess cost benefit of each Prioritize by $ and emerging biz strategy Implement quick hit changes Project team by major deliverable Measure Distribution improvement/cost reduction
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105
106
107
Engagement Model
Assess Sales Effectiveness BSD selling model Retail selling model Validate against hypotheses Compensation and incentive model Services delivery effectiveness Internally delivered 3rd Party delivered Assess Customer Support By channel By Customer segment Design new Engagement model BSD Sales Leadership Retail selling model Compensation model Field execution model Platform to support sales effectiveness Define requirements Select platform Define and build Quick Hits Implement Quick Hits Incremental to current engagement model Implement new engagement model Define pilot approach Deploy new engagement model to pilot Change Management program to support Measure Engagement model pilot Scale new Engagement model
108
Omni-Channel
Assess core capabilities Scalability/Flexibility/Horizontal integration By sales channel By customer experience Create Capability map Assess core Systems Assess key systems required to support change Stability/Scalability/Supportability Architecture, Middle-ware, Infrastructure Vertical or Horizontal implementation Data Warehouse - Cust, Financial, Sales History, Depth, Cross-business unit Business Intelligence Reporting, Score carding AdHoc analytics Create Systems to Capabilities map Omni-Channel Customer experience Define Customer Portal architecture Define Employee omni-visibility to Customer Create Capability and Systems plan Design and Deploy Omni-channel Capabilities
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Loyalty Program
Assess internal customer data and insights Validate against hypotheses Compare to brand promise Compare to competitors Measure all significant change plans against VPs Create Customer Segments Perform a customer segmentation exercise Build out segment needs and value propositions Assess customer acceptance of value propositions Finalize go-forward customer segments Customer loyalty and satisfaction measurement Assess internal customer metrics Validate against initial survey Select and implement NPS / cust sat method Measure Customer Loyalty trends Measure all significant changes against cust loyalty Design new Loyalty Program Benchmark best-in-class Loyalty programs Validate against hypotheses Blend best-in-class with brand value proposition Select Program Partner and tap their expertise Implement new Loyalty Program Define pilot approach Select pilot market Deploy pilot Measure pilot success Scale new Loyalty Program
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u
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111
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THE END
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