Thousands of customers flock to Stadium stores when the first snow falls. And the sports retail chain comes through the onrush – thanks to a flexible partnership with PostNord.
Winter is Stadium's peak season. All kinds of winter clothing and equipment – snowboards, skiing garments, sledges, skates and skis – just fly off the shelves.
But in the wake of the tide of customers, a logistical challenge will have developed. When a snowboard is sold, a replacement has to be in place next day. Otherwise, the store may run out of stock. The answer to the challenge lies just outside Norrköping, where Stadium's distribution center (DC) is located. To manage the task, Stadium has closely collaborated with PostNord for several years in transporting consignments from DC to stores.
"We usually say that we are more weather-sensitive than cyclically-sensitive and in that respect it's good to have PostNord to work with. Their strengths include flexibility and the capacity to handle large volumes at short notice," says Daniel Johansson, Logistics Manager, Stadium.
When Stadium's stores close for the day, staff at DC in Norrköping are told which goods are to be sent to the chain's stores next day. They are packed and labelled with a bar code that enables them to be tracked. Later in the afternoon, they are collected by PostNord.
Previously, the stores took delivery of goods between 7.00 a.m. to 4.00 p.m. from a large number of separate suppliers. As a result, staff were tied up dealing with goods. Now, the stores receive just one delivery a day, meaning that the products are on the shelves when the store opens and the staff can concentrate on selling, rather than unpacking goods.
Because getting the goods out is so quick, Stadium no longer needs to maintain large stocks at the stores. Instead, PostNord takes responsibility for maintaining, in effect, a rolling inventory, given that Stadium's transport system is linked closely to PostNord.
"We work very closely together across the board. At times, I'm talking more with Monica at PostNord than with my own wife," laughs Daniel Johansson.
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