working together to fulfill consumer wishes better, faster and at less cost
ECR INSIGHT Web-site: www.ecr-all.org/russia
Exclusive seminar Shopper Marketing by Ken Hughes, p.3
Address: 15/18, build. 4, Solyanka str., Moscow
Retail Security Conference How to enforce loss prevention? p.3
Catman Conference Best Shopper Marketing case-studies, p.3
2012 october december
Tel.: +7 (495) 735 4378
Zero paper by 2020 How to eliminate paper in B2G, p.2
New ECR members Four new members have joined our partnership:
Maximilian Musselius ECR executive director Dear colleagues! Let me congratulate you with the upcoming New Year and Christmas. ECR team wishes you good luck, prosperity and optimism!
This is the first issue of ECR Insight. Every quarter it will inform you of the most significant events and decisions of the association: new members, new conferences, new activities. We will publish attractive insights and interviews with the leading experts of the industry. We would appreciate if you distribute it among your colleagues to keep them up-to-date and involve in the work of our community as we all are aimed to fulfill consumer wishes better, faster and at less cost. Please, do not hesitate to send your questions and proposals to: office.ecr@gmail.com
1. Selgros Cash & Carry 2. Media Markt Saturn 3. M.Video 4. Eldorado The strategic decision to enlarge the scope of ECR members to other retail sectors was confirmed at the Board of Directors held in December 2011. The primary driver for Consumer Electronics retail is Master data Synchronization for eCommerce purposes: Eldorado has taken the initiative to harmonize product cards and syn-
chronize master data through GDSN catalogue; Under the Technology Committee a working group has been set up in aim to harmonize and synchronize master data. (Composition of the working group: M.Video, Eldorado, Media Markt, Enter, Technopark, Technosila); A joint product cards have been worked out to exchange logistics and service master data; Unification of consumer characteristics is going on; Next step: synchronize master data through GDSN catalogue (planned for 2013).
New ECR BoD Coсhairman
Paul Kiesler General Manager, PepsiCo Russia At the ECR BoD meeting held in October Paul Kiesler, General Manager of PepsiCo Russia (excluding Wimm-Bill-Dann) was elected as a Coсhairman of ECR BoD, replacing David Steer, President of Kraft Foods Russia. The ECR BoD cochairman from retail side is Pieter Boone, Managing Director of Metro Cash&Carry Russia.
Paul Kiesler graduated from Cornell University (BA Liberal Arts, 1988). After a brief stint at Arthur Young, Paul joined Pepsi in 1990 as a financial analyst & moved to Russia in 1993 in financial planning. In the mid 90s Paul help set up Siberian business as FD. In 2000 Paul moved to St. Petersburg as Unit Manager for North West & Business Development Director for PBG. In 2004 he took the position of GM for Frito-Lay Russia, and held it until late 2009 when he became VP for PEP 3Co Integration. From 2011 he was appointed GM of PepsiCo Russia. Paul has a diverse background, having held positions in finance, sales & general management in both the beverages & snacks businesses covering start up, fix it & integration roles. 1
PROJECTS UPDATE
Mobile Commerce Seminar
Events Celendar
2013
May 14-15
ECR Europe Conference June 4-5
The 9th ECR Russia Forum
If you would like to be a speaker at the ECR Forum, mail us before March 1 to office.ecr@gmail.com The 8th ECR Forum Video ECR Award 2012
October 9
Zero paper by 2020 October 23
The Evolution of Category Management in Russia November 5
Supply Chain Best Practice November 19
Retail security To learn more please follow the link
ECR Committees: • • • • • • • •
Shopper/Demand Enablling Technologies Electronic Source Documents On-Shelf Availability Logistics Scorecard Shrinkage Reduction eCompliance
For more information about ECR committees please contact: Alina Goretskaya Alina.Goretskaya@ecr-rus.ru Elena Tkachenko Elena.Tkachenko@ecr-rus.ru
Open trainings. Time schedule
One of the key industry trends for 2013 is that shoppers expect more online engagement. How to win in the Digital World? Open new creative ideas for your business! ECR Russia plans to organize mobile commerce seminar in the beginning of 2013. If your company is interested to participate - please send your request to office.ecr@gmail.com.
E-compliance Project
Since May 2012 ECR members may enjoy eSource documents (eInvoice, etc) but still provide contractors with a huge number of paper compliance documents in their trucks. To get rid of paper compliance documents, ECR initiated eComplience project that is aimed to deliver the “one delivery - one paper document” concept. According to the model defined by ECR members all compliance documents will move to the Governmental cloud registers. The project is currently supported by the Ministry of Economic Development. At the last ECR Board of Directors meeting it was decided to introduce new govern-
ance of the E-Compliance in order to improve communication within the project and enforce government relations. The new governance model also covers the more extended involvement of GR specialists in eCompliance project as well as Rusbrand and Acort leaders.
ASI Tax regulation roadmap
ECR took part in the working group of the Agency for Strategy Initiatives (ASI) for creation of Tax regulation road map. The project is aimed to improve and streamline the tax administration with the creation of comfortable conditions for cooperation between business and state authorities, especially in financial reporting and document flow optimization. We have already successfully completed the ASI roadmap for electronic services and electronic document flow. This includes acceptance of electronic documents in the court, use of unified electronic signature, use of global standards for data interchange, moving the compliance documents from paper to the government cloud registers.
EVENTS
Zero paper by 2020 The Forth Annual Conference “Zero paper by 2020” (www.0paper.ru) took place October 9 at Digital October, Moscow. It was organized by ECR Russia with the support of The Agency for Strategy Initiatives (www.asi.ru). More than 300 delegates have attended the event: chief accountants, financial directors, IT directors and other specialists responsible for electronic documents implementation in their companies. The ASI partnership network development director Alexander Pirozhenko made a presentation with the overview of roadmaps worked out in ASI and reported on how electronic document flow can be used as a tool for eliminating administrative barriers and regulation reform. ECR Executive director Maximilian Musselius presented the roadmap “The improvement of regulation
environment for business”, including suggestions for electronic documents implementation: 1. Massive implementation of universal/single digital signature. 2. Removal of restrictions on the use of electronic documents 3. Electronic documents exchange formats unification 4. Legaly valid electronic archives 5. Electronic documents in court 6. Electronic eCompliance documents in state registers. Alexander Kuznetsov from Ministry for Telecom & Communications commented on the ministry’s plans to convert 80% of state services into electronic form, to implement electronic passports and develop electronic commerce.
The speach of ECR executive director Maximilian Musselius. READ MORE
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EVENTS
Catman conference The Second Annual ECR Conference for Category Management took place October 23 in Moscow. It is a unique event on category management and shopper marketing in Russia. The Conference attracted more than 400 people. One of the most interesting presentations was presentation of Ken Hughes, Director of Glacier Consulting. He talked about using a shopper 5 senses model, based on leveraging innovative technology in-store, to motivate and trigger impulse sales. The presentation was so successful that ECR will organize individual seminars with Ken Hughes in February, 2013. Category management process develops in different industries. Some cat-
man cases from beauty and consumer electronics were presented during the Conference. It was interesting to find similarities and features in the approaches. The last session was a discussion on price promo. For now more than 90% of promo in food retail is price promo. But teaching the customer to permanent discounts results in category destruction and in retailer’s differentiation problems. How should we deal with it and what non-price promo perspectives do we have - that was a topic of the discussion among the leading experts from retailers and suppliers. READ MORE
Exclusive seminar on shopper marketing ECR organizes a series of individual seminars for the companies, inviting Ken again to Russia in February, 2013. Ken’s presentation focuses on Shopper Marketing world best practices, based on existing and emerging technologies that play to the five shopper senses in-store – sight, sound, smell, touch and taste. It also expands into effective Shopper Marketing implementation, organizational structures, and barriers. If you and your colleagues are interested in participating, please mail to office.ecr@gmail.com.
EVENTS
Retail Security The problem of loss will always accompany retail business, however, there are a number of solutions to minimize it. To find this solutions was the goal of the Second Annual ECR Conference “Retail Security 2013: Strategy and tactics of loss prevention”which took place in December. More than 100 delegates visited the event. The analysis of the current economic, social and political situation in Russia indicates that there are some objective trends which may aggravate the problem. That is why any existing efficient practice of loss prevention should be considered. At the conference Tatyana Slepneva, Procedures
Expert, Management Control Department, Auchan and Dmitry Rodichev, Head of Profit Protection, Adidas, shared their successful cases. Adrian Beck, Head of Department of Criminology, The University of Leicester, presented the latest european practice in loss prevention. He urged the conference participants to use a comprehensive approach for solving the problem, because often a huge amounts of losses are found in a completely unexpected details. More about European practice in loss prevention you can learn at Mr. Beck seminars, which ECR plans to organize in Moscow in February, 2013. READ MORE
Georges Plassat CEO, Carrefour
ECR Europe Leaders Forum
Senior executives from 7 retailers and 16 manufacturers attended in November ECR Europe’s first European Leaders Forum, at the head office of Carrefour. The meeting, building on ECR Europe’s new strategy ‘The Next Generation’, heard a keynote address from Georges Plassat, Carrefour CEO, as well as challenging views from the European Commission’s Claire Bury, Marcel Corstjens from Insead, and the digital think-tank Netexplo. READ MORE
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