National Institute of Fashion Technology, Bangalore 19/11/2013 TARGET CORPORATION
The Target Corporation, originally the Dayton Dry Goods Company and later the Dayton Hudson Corporation, is an American retailing company, founded in 1902 and headquartered in Minneapolis, Minnesota. It is the second-largest discount retailer in the United States, Walmart being the largest. The company is ranked 36th on the Fortune 500 as of 2013 and is a component of the Standard & Poor's 500 index. Its bullseye trademark is licensed to Wesfarmers, owners of the separate Target Australia chain which is unrelated to Target Corporation. The first Target store was opened in 1962 in Roseville, Minnesota. Target grew and eventually became the largest division of Dayton Hudson Corporation, culminating in the company being renamed as Target Corporation in August 2000. In 2013, Target expanded into Canada and now operates nearly 100 locations through its Canadian subsidiary. Target brands owns and oversees the company's private label products, including the grocery brands Archer Farms and Market Pantry, Sutton & Dodge, their premium meat line, and the electronics brand Trutech. Target issued a re-launch of the Target brand as up & up to includes an expanded product selection and a new design. The up & up brand offers essential commodities including household, health care, beauty, baby, and personal care products. The brand claims to offer products of equal quality to national brands at a fraction of the cost, averaging a savings of 30 percent. As of September 2009, up & up carries over 800 product offerings across 40 categories. In addition, Bullseye Dog is a mascot, and the Bullseye Design and 'Target' are registered trademarks of Target Brands.
REVIEW OF LITERATURE Reverse Logistics in Supply Chain Management The article talks about the development technology which has given rise to an increasing importance for reverse logistics in manufacturing products. Technology has allowed for new products to enter the supply chain at a much faster rate than earlier before. Companies that are flexible will outmaneuver and eliminate the competition. It requires collaboration and integration within Supply Chain Logistics, the ability to capture, migrate, integrate and facilitate the intelligent analysis of data will separate the companies who can walk upright from the ones that will be stuck in the tar pits of slow response. The companies that did not support consumer returns are at a strategic disadvantage. Reverse logistics looks into decreasing the cost of transportation, by planning and consolidating freight for return products identified as a way to reduce expenses related to fuel and labor. The importance of returning refurbished merchandise to market also became more significant. Consolidation meant more than merely consolidating returns; it meant consolidation of activities related to back-end support operations. This activity required collaboration between previously diverse management and operational groups within large organizations. The collaborative effort reduced expenses for all participating departments and groups within the organizations. Integration of data through the collaborative effort of all channel players became important as well. The companies that collaborate, integrate and optimize date exchange will enjoy the competitive advantages of improved profit margins and precision management. The organizations that do not participate will be remembered as fabulous fossils.
THE REVERSE SUPPLY CHAIN PROCESS IN TARGET STORE PROCESS Following the stores policy on returns, the Customer Service staff will conduct the initial transaction with the customer. He or she will then fill in a Faulty Merchandise Sticker for each item that documents the reason for the return. The returned item is then transferred to the claims area of the store. All Target Geelong Office initiated returns or shop soiled items are taken off show and from reserves and taken to the claims area. Here, the Returns staff will reference the information on the Faulty Merchandise Sticker or Head Office paperwork to determine the return type for the goods to be returned to the Central Returns Centre. There are 4 different return types: Faulty returned from customer due to fault Sale or Return only with Suppliers agreement prior to arrangement Soiled and Damaged is not returned to the Supplier damaged in transit/at store Recall serious legal or safety issues Supplier is notified The Return staff member will verify the return and ensure that every item to be returned to the CRC is identified with the correct key code or GTIN (APN). They then sort their returns by Return Type and place product into cartons containing the same Return Type. As a final step, they build a pallet for despatch to CRC once per week. Completed cartons are palletised for shipment and retained in the store until the scheduled pickup occurs. REVERSE LOGISTICS AND TRANSPORTATION Carriers are contracted by TIC (Reverse Logistics) P/L to manage all Target pick-ups on a weekly basis for Target and on an ad-hoc basis for Target country. RECEIVING AT THE CENTRAL RETURNS CENTRE (CRC) Upon arrival, the truck seal will be broken and the receivers information is compared to the drivers manifest for accuracy. Any breaches are recorded and advised to the sending stores Regional Manager. Pallets are moved from the receiving area to the staging area in a first in first out (FIFO) method. SCANNING & QUALITY ASSURANCE Scanners take the cartons returned by the stores and scan the affixed RLO label that identifies the originating store and Return Type. The Items are removed from the carton and scanned individually using a scan gun. As each faulty item is scanned, the system generates a System Licence Plate (SLP) label, which is placed on the item. The SLP contains unique information for each item that is used to track, sort or reference the item in the database. At the time the item is scanned, the stores stock on hand accounts is credited and the merchandise is transferred to CRC stock on hand. Once the stock is returned to the vendor, their accounts are debited through information transfers from the CRC to Target SORTING Scanned items: Faulty, Sale or Return (Recall) & Soiled and damaged are placed on a conveyor and transported to the sorting area. Team members positioned along the conveyor read the SLP attached to the merchandise and sort them based on location numbers contained on the SLP: Destroy merchandise is placed into a skip at the end of the conveyor Vendor returns are logged into locations Salvage merchandise is sorted into jumbo boxes by merchandise category. Homewares, apparel, electronics, toys etc Product destined for re-sale as salvage must have all Target labelling removed prior to its re- introduction to the market. This is the responsibility of the second hand retailer/wholesaler who has purchased items. These customers are scrutinized prior to being an approved buyer and sign a legally binding document which states their responsibilities clearly.
PICK AND PACK The pick and pack process is started by the Returns Team Member who generates a pick list and issues it to the dispatch department. Dispatch Team Members will: Remove the product from the storage locations using the information provided on the pick list. Generate the required manifest/invoice documents. Prior to pickup, the shipment is inspected and prepared with security measure to prevent tampering during transit. RETURN AUTHORITY Once the stock is picked and packed, approval to ship the merchandise is sought. The system generates a Return Authorisation (RA) Request for each Vendor. This is transmitted to the vendor via e-mail. The RA is a formal request for the vendor to provide approval for the return of all items contained in the bill of lading referenced and to also confirm freight carrier and delivery address. Vendors can opt to have merchandise destroyed or salvaged if deemed more cost effective than having stock returned. DISPATCH When the RA is received, claims are printed and attached to the stock. A claim is uploaded to the Target Brand and processed overnight to appear on the Vendors next remittance. BENEFITS TO THE SUPPLIER Returns will be consolidated - one return rather than multiple per store Saves administration, freight and handling costs No individual store communication about returns Will provide consistent paperwork from one location
Reduce non-selling time for Sales Reps as they will no longer need to inspect returns at each store location Ensure control and compliance of your return agreement Re-order process will be activated earlier based on a more efficient return process in Stores Product information generated from the process will highlight areas for improvement in merchandise - these areas will be address by both Target & Suppliers and will ultimately lead to increased customer satisfaction.
INTERVIEW Interviewee: Ms. Deepa Prabhu Position: Junior Merchandiser Target Corporation, Bangalore 1. What are the reasons for the products coming back? And which of the reasons amounts to the most returns? Ans: the reasons for product returns at target are: Overstocked Seasonal Package changes Quality problems Discontinued 2. How much percentage do the returns amount to in the total sales? Ans: 8% of the total sales
3. Elaborate on the Returns Policy of the company. Ans: Refund/exchange policy: Most unopened items in new condition returned within 90 days will receive a refund or exchange. Some items have a modified return policy that is less than 90 days. Those items will show a return by date or return within day range under the item on your receipt or packing slip and in the "Item details, shipping" tab if purchased on Target.com. Items that are opened or damaged or do not have a packing slip or receipt may be denied a refund or exchange. Following the stores policy on returns, the Customer Service staff will conduct the initial transaction with the customer. He or she will then fill in a Faulty Merchandise Sticker for each item that documents the reason for the return. The returned item is then transferred to the claims area of the store.
When a customer arrives at the service desk to return a purchased item, the Target customer service team member scans the item and keys that information into the system. A small bar- coded tag called a license plate is produced and then affixed to the returned item - defective items and marketing returns alike. Return policies and instructions for all SKUs (stock-keeping units) are on-line with details of disposition instructions for that particular item. Returned merchandise again is scanned as it is loaded on a pallet, then shrink-wrapped to minimize damage and improve security. The pallet of returns travels back through one of 14 LTL-like hubs - 10 Target distribution centres and four designated LTL terminals - where truckload-quantity shipments are collected before being transported to the Central Returns Centre As the employees unload each pallet, the license plate on each item is scanned and the item is sorted in different categories based on product type. From there, each item goes to a "home location" in a series of racking. Then, according to "cut" criteria established by the respective buyers, the team members pull those goods to Target's requirements and get them ready for shipment back to the vendor. When the product comes into the return centre, each license plate is scanned as the item comes off the pallet, SKU by SKU. That information basically is matched up systemically against the files that have been downloaded by the sending stores. Once the item has been scanned at the CRC, it is sorted out by vendor, and then cut it up into bills of lading, using criteria pre- determined by the respective buyers. The license plate concept provides a chain of custody and responsibility as well. The returned item becomes the individual store's responsibility once it arrives at the service desk. Once the goods are scanned inbound at the CRC that transfers the responsibility to the CRC operator. Once the goods are shipped back out from the CRC, the information is transmitted on a daily basis to the host system at Target headquarters. This has two effects: It relieves the merchant of their responsibility from a financial standpoint, and it notifies Target's accounts payable system, which generates a charge-back to the vendor.
4. Who is responsible for the Reverse Supply Chain Logistics? Ans: Target utilises the services of the TIC group to manage the returns business for the company. TIC provides Target with the software that enables them to process return goods from their stores back to the manufacturers, distribution centres and salvage buyers.
5. How do you reintroduce products that have gone into the Reverse Supply Chain? Ans: Items are inspected and re-worked at the CRC applying direction for the Vendor. Faulty products are tested when they experience unusually high volumes of returns for their product. RLO complete a plug and play on a sample of units and provide an executive summary of their findings to the brand that the buyers can discuss with their suppliers.
6. What are the sales promotional techniques used to reintroduce the product? Ans: At Target products are reintroduced at deep discount sales.