Got a computer?
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Better buy a van . . .
Where past and future meet in the world oi megamerchants, by Derek Tid man
IF you want to make a lot of money out of computers: "Buy a Van". Hard to swallow?
Take my business: phoned orders are entered in "real time" via a micro-computer terminal. Information on prices, discounts and invoice address is held in memory ready to be called down to produce picking notes.
This section is run by just one young lady wearing a Post Office headset. The computer checks available stock before producing the paperwork for picking the goods from the warehouse. If the goods are out the computer places the goods on file for reorder twice a week.
When the goods are picked the notes come back and the computer is induced to print delivery notes and invoices by a simple command, and the computer spews out a regular report — an operating statement — on my ability to manage the business.
The ultimate in modern warehousing would have picking controlled centrally, and I have no doubt that within the next few years the option to dispense with the majority of the warehouse staff will be available.
You will have guessed by now that we are into distribution and entirely dependent on a good distribution network.
Managing the goods and completing clerical rituals is an easy task for a computer, therefore those distributors who invest in new technology will be able to show savings in cost and time.
As we move towards the more widespread use of computers in the home, shopping habits will not remain the same. Buyers will call up information from data bases such as Prestel, compare specifications and prices before purchase.
If one market leader manages to install the systems to distribute the quickest and remains the cheapest it is likely that choice will disappear as the others fold into oblivion.
We may quickly move towards a cashless society and most transactions will be via terminals that will erode our personal wealth many times faster than the till at Tesco can.
If that's the scenario and that we don't end up with one "Megamerchant", then the whole retail scene will change. One TV channel may be en rely devoted to shopping wire. However they decide to it the basic result will be ti same. The decision of who buy from (once the product h been selected) will be degradi to assessing two pieces of i formation: (1) price; (2) speed delivery.
Assuming our purchaser is subscriber to the national Fr( work then it is possible th through bulk buying profe sional incompetence, a cheapest product is available Glasgow and the buyer is Newquay.
This is where the •problen start. You can computerise tl transmission of the catalogue ad. You can take the money ar have it checked out, record( and earning interest within i instance. Delivery notes and re eipts can be spewed out Ill newspapers and the goods ci be ready for dispatch almost e quickly as the buyer can chanc channels on the TV.
What you can't do is send th "box of dreams" to your cu tomer instantly. You can put on a plane (if you can get it to ft airport). You can put it on a higl speed train, but again you ha% to get it to the station. You haN. to consult timetables an schedules.
Your best bet locally is to use carrier, and his service will var according to his price. If he cheap then he will possibly co lect once a day. If your profit large enough then you can ca up your friendly radio-linke< computer-controlled, expres delivery service.
No! Something is badl wrong. The revolution that nev€ was. Stopped dead in its track by low technology. All th processing and record keepin has been speeded out of a recognition and that happene so quickly.
Browsing and impulse buyin are now quaint rituals reserve for holidays and summer fete: Everybody is pushing thei goods on the "Silent Salesman — but you still have to wait fc the goods.
The momentum from in creased use of business corript. ters dies from lack of transport: A VAN — A VAN, MY COMPU TER FOR A VAN.