Marketing Channels and Supply Chain: Wal-Mart

By: Goutham Chandanala

“Supply chain management is moving the right items to the right customer at the right time by the most efficient means.”

Walmart has become the world’s largest and arguably most powerful retailer, with the highest sales, inventory turnover, and operating profit of any discount retailer. In its transition from regional retailer to global powerhouse, the organisation has become synonymous with the concept of successful supply chain management.

Walmart began with the goal to provide customers with the goods they want whenever and wherever they want them. The company then focused on developing cost structures that allowed it to offer low everyday pricing. Walmart then concentrated on developing a more highly structured and advanced supply chain management strategy to exploit and enhance this competitive advantage and assumes market leadership position.

Fewer Links in the Supply Chain

Walmart’s supply chain innovation began with the company removing a few of the chain’s links. In the 1980s, Walmart began working directly with manufacturers to cut costs and more efficiently manage the supply chain.

Under Walmart’s supply chain initiative, called Vendor Managed Inventory (VMI), manufacturers became responsible for managing their products in Walmart’s warehouses. As a result, Walmart was able to expect close to 100% order fulfillment on merchandise.

Strategic Vendor Partnerships

Walmart embarked on strategic sourcing to find products at the best price from suppliers who are in a position to ensure they can meet demand. The company then establishes strategic partnerships with most of their vendors, offering them the potential for long-term and high volume purchases in exchange for the lowest possible prices.

Furthermore, Walmart streamlined supply chain management by constructing communication and relationship networks with suppliers to improve material flow with lower inventories. The network of global suppliers, warehouses, and retail stores has been described as behaving almost like a single firm.

“Walmart’s whole thing was collaboration,” Crowell said. “That’s a big part of what made them so successful.”

Cross Docking and Inventory

Cross docking is a logistics practice that is the centerpiece of Walmart’s strategy to replenish inventory efficiently. It means the direct transfer of products from inbound or outbound truck trailers without extra storage, by unloading items from an incoming semi-trailer truck or railroad car and loading these materials directly into outbound trucks, trailers, or rail cars, with no storage in between.

Suppliers have been delivering products to Walmart’s distribution centers where the product is cross docked and then delivered to Walmart stores. Cross docking keeps inventory and transportation costs down, reduces transportation time, and eliminates inefficiencies.

Using cross docking, products are routed from suppliers to Walmart’s warehouses, where they are then shipped to stores without sitting for long periods of time in inventory. This strategy reduced Walmart’s costs significantly and they passed those savings on to their customers with highly competitive pricing.

Technology

In its relentless pursuit of low consumer prices, Walmart embraced technology to become an innovator in the way stores track inventory and restock their shelves, thus allowing them to cut costs.

Technology plays a key role in Walmart’s supply chain, serving as the foundation of their supply chain. Walmart has the largest information technology infrastructure of any private company in the world. Its state-of-the-art technology and network design allow Walmart to accurately forecast demand, track and predict inventory levels, create highly efficient transportation routes, and manage customer relationships and service response logistics.

For example, Walmart implemented the first company-wide use of Universal Product Code bar codes, in which store level information was immediately collected and analyzed, and the company then devised Retail Link, a mammoth Bentonville database. Through a global satellite system, Retail Link is connected to analysts who forecast supplier demands to the supplier network, which displays real-time sales data from cash registers and to Walmart’s distribution centers.

Suppliers and manufacturers within the supply chain synchronize their demand projections under a collaborative planning, forecasting and replenishment scheme, and every link in the chain is connected through technology that includes a central database, store-level point-of-sale systems, and a satellite network.

What made Walmart so innovative was that it has been sharing all this information with all their partners, and back in the days, a lot of companies weren’t doing that. In fact, they were using third parties where they had to pay for that information.

Walmart’s approach means frequent, informal cooperation among stores, distribution centers and suppliers and less centralized control. Furthermore, the company’s supply chain, by tracking customer purchases and demand, allows consumers to effectively pull merchandise to stores rather than having the company push goods onto shelves.

In recent years, Walmart has used radio frequency identification tags (RFID), which use numerical codes that can be scanned from a distance to track pallets of merchandise moving along the supply chain. As inventory must be handled by both Walmart and its suppliers, Walmart has encouraged its suppliers to use RFID technology as well.

Even more recently, the company has begun using smart tags, read by a handheld scanner, that allow employees to quickly learn which items need to be replaced so that shelves are consistently stocked and inventory is closely watched.

According to researchers at the University of Arkansas, there was a 16% reduction in out-of-stocks since Walmart introduced RFID technology into its supply chain. The researchers also pointed out that the products using an electronic product code were replenished three times as fast as items that only used bar code technology.

In addition, Walmart also networked its suppliers through computers. It entered into collaboration with P&G for maintaining the inventory in its stores and built an automated re-ordering system, which linked all computers between P&G factory through a satellite communication system. P&G then delivered the item either to Walmart distribution centre or directly to the concerned stores.

Walmart’s supply chain management strategy has provided the company with several sustainable competitive advantages, including lower product costs, reduced inventory carrying costs, improved in-store variety and selection, and highly competitive pricing for the consumer. This strategy has helped Walmart become a dominant force in a competitive global market. As technology evolves, Walmart continues to focus on innovative processes and systems to improve its supply chain and achieve greater efficiency.

A close look at Walmart’s supply chain and inventory operations definitely provides valuable learning points that businesses can take and apply to their own operations.

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7 thoughts on “Marketing Channels and Supply Chain: Wal-Mart

  1. Ashleigh Sargent October 27, 2015 / 11:30 am

    I agree that Walmart provides a great example of effective supply chain management for other businesses, and the company has continued to evolve and innovate with technological advancements. In fact, I read an article this morning in USA Today (link here: http://www.usatoday.com/story/money/2015/10/26/walmart-wants-to-use-drones-to-deliver-packages/74646996/) discussing Walmart’s plan to implement drones for delivery and for supply chain management. Managers want to use the technology to oversee buildings, warehouses, and distribution centers. Drones could also be used to deliver products from retail facilities to store lots for customers to purchase. Clearly, this technology could cut down on delivery costs and time, and could also allow managers to more consistently oversee their production processes. While the company is still seeking permission to start outdoor testing of drones, the potential use of this technology shows Walmart’s innovation in supply chain management. If Walmart can figure out how to implement drones and other new technologies, the company will likely remain as a leader in its industry.

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    • Melanie Barbarula October 27, 2015 / 5:07 pm

      I found it interesting that RFID technology was so successful outside the clothing retail realm. In an article I read, http://www.forbes.com/sites/paularosenblum/2014/05/22/walmart-could-solve-its-inventory-problem-and-improve-earnings/, it indicated that RFID technology does not read through liquids or metals which can cause a problem reading the RFID’s for all types of inventory purposes. It also indicated that Wal-Mart mandated that their top suppliers use RFID within an eighteen month period of time which later was abandoned as there was cheaper technology such as the bar code that was just as effective but required line of sight.
      The concept of removing line of sight as a requirement in theory was supposed to be more efficient and use the radio waves to scan items that were far away and out of sight or reach. It has made it easier to scan items that are not liquid or metal which in turn has made the significant changes indicated above and reduced inventory costs for Wal-Mart.
      Wal-Mart does however, have to be commended for their innovation in their supply chain management as they are always looking for new and improved ways to identify a way to maintain their everyday low prices.

      Like

  2. Melanie Barbarula October 27, 2015 / 5:07 pm

    I found it interesting that RFID technology was so successful outside the clothing retail realm. In an article I read, http://www.forbes.com/sites/paularosenblum/2014/05/22/walmart-could-solve-its-inventory-problem-and-improve-earnings/, it indicated that RFID technology does not read through liquids or metals which can cause a problem reading the RFID’s for all types of inventory purposes. It also indicated that Wal-Mart mandated that their top suppliers use RFID within an eighteen month period of time which later was abandoned as there was cheaper technology such as the bar code that was just as effective but required line of sight.
    The concept of removing line of sight as a requirement in theory was supposed to be more efficient and use the radio waves to scan items that were far away and out of sight or reach. It has made it easier to scan items that are not liquid or metal which in turn has made the significant changes indicated above and reduced inventory costs for Wal-Mart.
    Wal-Mart does however, have to be commended for their innovation in their supply chain management as they are always looking for new and improved ways to identify a way to maintain their everyday low prices.

    Like

  3. James Wegman October 28, 2015 / 12:09 am

    Walmart it known for their everyday low prices and finding ways to maintain that idea. It’s hard to believe with so much available at such a low price that they have few links in their own supply chain. seeing their strategies and how they are applied to Walmart was very interesting. They also removed their line of sight to work faster in checking out items.

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  4. Tara Stuhr October 29, 2015 / 3:13 am

    Big data is one of the biggest marketing research methods that can be reached at the moment. Big data is all data that is collected about a customer that can possibly predict a customer’s future purpose by maintaining a certain algorithm. Obviously, the more a customer purchases from a store the more big data a company has about a single customer. Walmart seems to be grasping this topic very well, which has been giving them a competitive advantage amongst their competition. Having this connected to its supply chain is a smart operations management skill because it will allow products to be produced and shipped in a faster and more efficient way. It will be interesting to see how this effects the company’s overall finances as well as the customer experience.

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  5. Courtney Aznavoorian (@CourtneyGraceAz) November 30, 2015 / 8:42 pm

    Walmart’s supply chain management strategy is effective for them. Their use of smart tags gives them a huge advantage because they know which items to replace and when to do it. This results in more sales for them.

    Like

  6. Brad Daly December 10, 2015 / 2:19 am

    The use of RFID tags aids Wal Mart immensely in their quest to supply people with their lowest prices and to be as efficient as possible. These go hand in hand because the more efficient the firm is, the more opportunity they have to pass savings onto the end customer because there is not wasted inventory costs and items sitting in inventory that will not sell. In addition to this, this leads to greater profits for the firm due to the increased efficiency and customer satisfaction of the product that they want being available to them when they want it. Anything that can increase efficiency and effectiveness of a firm is definitely a good investment if you ask me.

    Like

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