High Street TV

Advanced Supply Chain, a Reconomy specialist brand, partnered with High Street TV (HSTV) to provide technology-led warehousing, fulfilment, and returns solutions, then flexed that operation at speed when COVID-19 sent demand soaring.

As lockdown drove a surge in orders for fitness, gardening, and DIY products, Advanced Supply Chain kept HSTV’s service levels intact, managing a 102% rise in despatches over forecast without extending delivery windows, all while adapting a live operation to COVID-secure working.

The challenge

When COVID-19 hit, HSTV’s initial concern about reduced sales quickly shifted to managing an unexpected increase in demand for fitness, gardening, and DIY products, all hot commodities during lockdown.

As HSTV’s customer base and sales grew rapidly, the challenge for Advanced Supply Chain was managing an agile supply chain that navigated stock management and customer demand, while prioritising a safe, COVID-secure environment to protect employees. To capitalise on sales, HSTV also ran continuous promotions on key lines.

Advanced Supply Chain despatched more than 381,400 units across 395 SKUs over the short period from May to June, 40% of which came from just 10 key products. By early May, despatches had risen by 102% over forecast expectations.

The partnership needed to deliver:

• Undisrupted delivery.
• Quality control, with stock made ready for resale.
• Good stock availability.

The outcomes

Operational layout and resources were adjusted to create a safe, cost-effective, and fast pick-and-despatch solution. HSTV wanted to maintain its high customer satisfaction levels and deliver the products people were ordering to make lockdown more comfortable.

With careful planning, HSTV was able to maintain its service levels and manage sales volumes without extending delivery windows, unlike many other retailers. The increase in sales also led to a corresponding rise in returns, so Advanced Supply Chain introduced the inspection, refurbishment, and PAT testing required for products to safely return to stock. This kept stock availability high and boosted HSTV’s bottom line.

Demand for couriers also increased because of the uplift in ecommerce sales. The strong relationships previously nurtured between HSTV and Advanced Supply Chain were further strengthened by clear communication, resulting in no failure to collect and deliver customer orders, even when that required flexibility on timings.