Good News for Suppliers

In another situation, Oscar Mayer—in the U.K., a supplier of Sainsbury's brand of ready-made meals such as lasagne and curries—used Collaborator to spot a looming shortage of its meals in Sainsbury's stores during a promotion, and to also spot a huge supply languishing in a nearby warehouse. The Oscar Mayer supply chain team could direct warehoused meals immediately to Sainsbury's stores, where customers devoured them. Collaborator's intervention meant 300 cases of perishable meals were sold rather than left to spoil.
Rowe says, "With the EQOS system, we can circulate information and knowledge very quickly. Now that several of our suppliers have started to use it, there seems to be an increasing thirst for data that can improve decision-making. The good news for consumers is that they will get the product they want."
Sainsbury's can also place new lines of goods, as well as product promotions, in stores in a much shorter time. Quantities can be predicted and managed much more accurately, whereas before, there was difficulty in matching correct stock-to-demand ratios. Rowe says, "Now we can co-manage forecasts with our suppliers, whereas previously we worked in isolation. Branded suppliers will have a far better idea about the impact of advertising, promotions they are running, and so on, so we can update our forecasts of their products on a continuous basis."
Another hidden benefit that the customer may not see is the ability to pass on consumer comment to suppliers in a quick and efficient manner. Rowe says, "We will be able to pass on consumer dislikes, comments, and desire much more efficiently. Previously, the paperwork was a bit of a nightmare, and the feedback loop was complex. With Collaborator, we can now focus on responding to customers quickly."