One of the biggest problems I have in searching for new investment ideas is in getting to grips with the business and really understanding how it operates beyond the numbers. Why is it successful? Why isn’t it successful? What challenges does it face? With businesses like Robert Wiseman and Dairy Crest there was and is a lot of useful data. With Tesco I remembered reading two excellent posts (here and here) by Steven Dresser, as well as following his tweets, about Tesco and UK retail generally. I decided to e-mail Steven to see if he could educate an ignorant spreadsheet enthusiast about what was happening with Tesco and UK retail more broadly. I have decided to leave his replies unedited as I fear I would edit out something important that I may not understand.
My original questions to Steven focused on trying to understand where Tesco was relative to the competition. How will the proposed spending close the gap? Is it even possible for Tesco to close the gap? How has Morrisons achieved such impressive sales per sq foot figures and what does this mean for Tesco?
I’d say Tesco are significantly behind the competition now in all areas. They showed an internal metric on their presentation to show how far they’d slumped in 10 years on things like availability, service and what not.
For me they’re behind Morrisons on fresh (as all retailers are) but tellingly behind Asda on quality which is a surprise. Asda was a byword for poor quality cheapo food at one time but they’ve shifted perception succesfully.
Availability, they’re ahead of Asda but behind M and Sainsbury’s on that score. Their systems aren’t broken (although slow) so as such the fix is people rather than systems which means the capex is lower to resolve this.
Tesco have cut too severely for too long, for example they may implement a labour saving idea such as sending in Pop on pre filled trolleys which are wheeled into the display, rather than being handballed bottle by bottle onto a shelf. Someone will calculate the saving and the hours are then removed from the budgets. That transpires into people not being replaced…
However in reality, the bean counter will not calculate the time taken to consolidate half pallets of pop, or late deliveries or x,y,z which then adds into the situation. Stores fall behind and they just don’t have the people to recover a full warehouse of delivery stock. It just can’t be done.
Service is atrocious, colleagues are rightly pissed off at their workloads so absence levels are higher and you don’t deliver good service if you’re worried, annoyed, anxious about the workload.. Morale is key.
They’ve not allocated massive amounts to the refits which indicates that they’re largely rebadging exercises to refresh the signage, similar to the job done by Marc Bolland at Morrisons, however Dalton Philips allocated £1.7m per store for his fresh formats with the new signage, department etc.
So that’s what they’re up against and from what I’ve seen, their concepts really don’t cut it. Tony Hoggett (stores director) can stand there on a video and tell me it’s not ‘rocket science’ what they’ve done, and no it’s not. They’re 5 years behind Morrisons by lowering displays, Dalton is now removing walls and really opening everything up.
It’s not just stores, the former Safeway FD Simon Laffin made a point that I made yesterday on Twitter, it’s in the product range and quality of that, not just refits. That’ll take 2 years to revamp and relabel 8k products, do they have 2 years to sort it out? Phil said a year but the city will expect lfl improvements straight away, I know I do..
Sales per sq ft is a tricky one, Morrisons have utilised extra sales space for years with bins, stacks and other trading ideas to drive money. Their new stores don’t have the plethora of clutter on the aisles but still feature the extra sales space and strong promotional package. Morrisons managers generally have more freedom about setting up displays due to manual ordering, so building a stack of coffee requires 40 cases. M simply order that and it arrives the same day / next day. Tesco can’t do that, they can’t influence the volumes for standard offers on the gondola ends anymore!
Their ideas are broad but is it too broad a remit? There is a £1bn pot (ish) but it’s taken up with revamps, more staff and the like – consider the M capex for fresh format stores is broadly £600m ish and they’re doing a hell of a lot more in the background, and still have the capability to remove cost out of the business, their upside is amazing.
Tesco have a lot more to develop and then the staff input is also costly, it’s needed but I’m not convinced it goes far enough. Consider that Justin King hired 10,000 staff in 2004 to resolve the JS availability issues and they were more system based than people based. Tesco have only hired 8,000 and are only looking at a few departments, all stores need more staff across the board. Is it enough?
Sales per sq ft gap is down to the trading ability of the Morrisons business in my opinion, they’ve always focussed on that as their metric. Make the product be enticing, put it in the customers way, there are far more display units and the like within Morrisons. Tesco just don’t give that freedom to their managers anymore, plus their sales have been falling in the UK, so it could be that people are buying less with them, or indeed not even bothering. People hate queuing and you have to queue at Tesco!
More compelling promotions help to pull people in but they damage margins (already on the wane) unless suppliers pick up the tab. For me, their recent -1.6% Q4 performance was brushed under the carpet but it’s shocking when you consider they’ve had £5 off £40 consistently since January.
I think they’ve underinvested in the UK for a number of years to grow their international division, it was interesting that Phil noted yesterday that he’s no interest in planting any more flags around the world for Tesco. It’s come home to roost and it’s a combination of them taking their eye off the ball but also remarkable progress from the other three, Asda have taken their EDLP [every day low pricing] customers away with Sainsbury’s catering very nicely for those customers who liked a bit of FInest with their shopping whereas Morrisons are unbeaten on fresh.
It’s a nightmare for Tesco as progress from the other 3 has left them needing to do everything all at once, stores have come a long way, JS have done great work with the XL formats and as you know, I’m a massive fan of the fresh formats from Morrisons which strengthen the margin again with the focus on fresh foods.
A signage update would have been a-ok 3-4 years back but now? They need to do so much more and do it quickly, Phil Clarke is a man who having spent £600m on big price drop has actually worsened the UK trading performance.
In my follow up questions I focused on Morrisons. How are their systems better than Tesco or Asda? Are Tesco’s systems poor due to the cutback in investment/staff? What does “lowering displays” mean? How do Morrisons give managers more freedom? How are Tesco managers treated? What is wrong with Tesco’s product range?
Are the systems better? They’re overhauling them certainly M back office systems are dated and the fresh ordering system (controlled by guys at HQ) was designed for 5 years progress in 1987! It’s still running now! Their grocery system is manual so it’s ordered on the pad – this has all the products for an aisle on paper where the colleague can order cases of crisps / biscuits, whatever it may be manually. Their Grocery is all ordered this way, the slow moving lines (sales of less than a case per week (6-8 units) is done via the system. Their lead time is significantly shorter with some stores on a 12 hour lead time (night shift order at 6am – arriving 6pm the same day).
It’s a toss up, Asda / JS / Tesco operate an ‘inventory’ system where the computer knows the stock levels based on sales, deliveries etc and orders when inventory reaches a minimum threshold. The problem comes in where the inventory is corrupted for whatever reason, incorrect opening stock, missed deliveries, theft etc.
It takes less staff and expertise to operate the system within Asda / Tesco / JS, scanning gaps and correcting the system manually. More exceptions rather than checking everything 20% driving the 80%, whereas Morrisons focus on the 80% and leave the 20%… They can benefit from sales uplifts and manually order all but the very popular promotions (allocated) themselves which guarantees the availability is down to the store.
Tesco systems are very good but slow, it was originally built to serve x stores, not all the countries, express stores, metro stores, 24 hour stores and whatever else. They bolt on upgrades to speed tasks up or make them better and it destabilises the system over time. It’s really slow and Clarke pledged an upgrade £40m worth to speed things up. The speed of the system means legal tasks like changing prices on shelf edge labels are delayed.
Asda have the WalMart system which is really slow, lead time from depot to store is 48 hours and it is just too slow to react to the uptake in demand. (if it’s warm, M can manually order pop, juice, sauces etc to take advantage) whereas the Asda system is too slow.
The system broadly works like this, stores scan any off sales and in theory, the night shift is adequate and works all the stock, gaps are filled and any gaps left mean the stock isn’t within the building. Stock control scan those gaps out and any ‘inventory’ on the system is removed and added to shrinkage (theft, misscan at tills etc etc).
The out of stock lines then appear on the next delivery and it’s happy days. However if you don’t have enough staff and the stock isn’t worked, stock control who are under pressure to resolve gaps, zero the inventory (even if it’s in store as the stock isn’t fully worked, warehouse is full) which drives in the delivery.
However that delivers stock on top of stock, the case in the back is replenished in that day when someone gets around to re-working it. The stock intended for the gap then goes into the warehouse adding to high levels… On Fresh where dates are short, this can lead to wastage concerns.
http://ukretailers.blogspot.co.uk/2012/02/tes-go-big-price-flop-forget-cliches.html – the first blog explains the in store ops in more detail!!
Lowering displays means on the counters, bakery racks for the bread are lowered to allow customers to see into the Bakery and the preparation ongoing, Morrisons did this around 5 years ago as I mentioned and the future stores are removing walls and expanding the counter offering. Tesco are doing the same, but is this miles behind the rest?
Morrisons managers have a plan to follow promotions but are free to build up stacks to drive further sales and also have the manual orders to drive sales. They’re clever and if managed correctly stores can really grow sales, it does come with a risk as overstocks can build which ties up working capital.
Tesco managers are dumbed down as a job role, from what I understand it used to be a job with a bit more freedom but now it’s just follow process from HQ. I think stores have lost confidence in HQ and can’t necessarily trust what they’re filtering down. More price changes, promotional changes, merchandising changes (where products move around shelves and bays – re-merchandised) despite them knowing that hours are so tight in stores.
The big problem from a management viewpoint was the removal of the ability for managers to control their stock levels for promotions, if warehouses fill up, it’s usually with poor promotions (saving not much on a 2 for £3) so despite there being an expected level of sales… It doesn’t happen so the stock is moved to the warehouse once the promotion ends… Then it sits there as the rate of sale at full price is even slower, lines such as Finish dishwasher tables are a prime example..
Historically, Tesco mgrs could see a promotion wasn’t performing well and reduce their future deliveries, typically promotions are hard to forecast and as a result, the system will use a standard week of sales and apply a factor of 50 – 300% uplift (buy one get on free – double the forecasts as each customer is taking one more)… That functionality is gone now, it’s managed centrally and the ability to manage the promotions both to prevent slow moving stock and also to drive more stock in for popular promotions.
Then there’s the impossibility of the job, how can they deliver targets when they’re not getting enough hours to do the basics? How can you achieve a waste target when your person doing reductions is on a checkout? How can you drive sales when 80% of out of stocks are in the warehouse..
Product range is dated, it’s not had anything done to it for a while and it no longer resonates with customers, what does it stand for? Asda – relaunched chosen by you – clear leaders on price and have ramped up quality with relaunches across all labels (Smartprice, CBY and Extra Special), Morrisons – clear leaders on fresh food and counters – working through their relaunch category by category. Doing things differently with sub brands rather than a basics / own label / premium tiering.
Sainsbury’s are massive leaders on quality, it resonates with customers and they have the trust element as customers believe what they are told. JS have led the line on quality for years, they too relaunched their own labels and Taste the difference is easily the most well known sub brand.
Tesco all looks a bit tired, Finest doesn’t really resonate, there was no focus on ‘wow’ foods at Christmas and it all went horribly wrong. Their range is tired, add in discount brands (like Aldi generic ‘brands’) then the Venture brands like Choka Blok where they own the trademark and expand that within Tesco stores – that one is for Ice Cream and now is Chocolate bars and Easter Eggs too. Owned by Tesco. Customers don’t know, thinking it’s a brand…
Confusing for customers? You bet.
I will try to summarize my main takeaways from this analysis and what it means for Tesco investors. I think the most important point is that competition, unsurprisingly, is intense. MRW have a strong fresh/counter offering, Asda have dropped the low quality image, and SBRY continue to dominate high quality. There appears to have been failure to defend the service against any of these attacks whilst making mistakes that have led Tesco to fall behind. The two main problems appear to be: underinvestment and general staffing problems.
On the first point, I think the signs so far are not good. As Steven mentions, £1bn doesn’t sound like a lot of money compared to the examples of what MRW spent. If the £1bn amounts to “rebadging excercises” I think it is real possibility that Tesco ends up pumping more and more money into this black hole. This is not to say that turning around the UK is pointless more that there may not have been any clear analysis of what, how, and why. Problems with the product range could be included here too, the confusion between what is a brand and what is a Tesco product seem clumsy.
The ultimate question when it comes to reinvestment is execution and cost. Can Tesco turn it around and how much will it cost? Tesco are clearly lagging but I think they can catch up although it will probably take a long time. What worries me is the potential for management to continue low-balling the cost of this turnaround. For one, it won’t be clear what kind of return shareholders will get if the cost estimate keeps changing and investor trust is fickle. I think the big price drop has damaged faith in the current management.
The second point is clearly more complicated. Tesco have clearly damaged their service by not hiring enough people to do the job right, simple. The Morrisons systems seem more responsive to customer demand through a combination of short lead times and giving managers freedom to make decisions through manual ordering. I wonder how important short lead times are, after all SBRY and Asda have the same systems as Tesco? Well, Inditex have dominated the retail apparel industry through short lead times alone and I would imagine that, especially as the preference for fresh grows, that this will be an important advantage.Management autonomy is a broader question than this, warehouses filling up with poor promotions direct from HQ is clearly a waste. Is it the case that only store managers can deal with the unpredictability of promotions?
Answering these questions seems more difficult. Perhaps Tesco just needs to hire more people and this problem will go away. Perhaps it requires a fundamental overhaul of the Tesco system. Unfortunately, the comparison with SBRY and the staff they required to solve similar problems isn’t favourable. The question then seems to be: have management grasped the problems they face? This analysis suggests probably not.
My conclusion from this is that Tesco faces some real challenges and clearly lags its competitors. I think the slowdown on international investment makes sense but what will it cost to revamp the UK operations? At the moment, my feeling is that £1bn may not be enough. This is worrying as catching up with MRW’s level of sales per sq foot may only bring £250m down to the bottom line. Considering the fact that the whole MRW operation appears to be focused on maximizing this number it seems that Tesco will require broader and deeper changes. A £250m increase is nothing to be sniffed at if it costs £1bn but the failure of the big price drop should make investors wonder.
I would like to thank Steven Dresser for his invaluable contribution to this piece and would suggest that all readers bookmark his blog http://ukretailers.blogspot.co.uk/ and follow him on Twitter https://twitter.com/#!/dresserman for more insights into the industry.
UPDATE: Steven thought adding a bit more about SBRY’s systems would be useful.
Sainsbury’s systems are stellar, similar in terms of operation to Tesco / Asda but have spent a great deal of cash on them in recent years. They’re very lean and the system is well honed for demand. They are efficient too with in store operations vastly reduced in terms of stockholding and replenishment hours, they refined their operating model before cutting any hours.
Interestingly, the in store procedure is one honed and developed within Safeway, who despite being bought out by Morrison in 2004 were well known for having industry leading availability and system processes.