Focus SUPPLY CHAIN
‘Everyone is wondering what 2022-23 will have in store for electrical businesses’
SMART is a premier SDA manufacturer that com- bines leading technology, design and value for money in all its products. Here, Dr Sam Attia, the company’s Chairman and CEO, talks to ERT about how SMART navigates supply chain issues.
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panning UK and international markets, SMART works with many well-renowned clients, including Harrods, Wayfair, Hut Group and other main distributors as well as some of the leading online platforms. Dr Sam Attia, Chairman and CEO of SMART, tells ERT that the company did not stop developing products throughout the pandemic, and now out the
other side it’s business as usual and progress shows no signs of slowing down! Business has been thriving in recent years. One customer wrote in their review: “Why would anyone just buy a normal toaster when the SMART Tunnel Toaster is much more versatile than any in the market?” Working within a competitive industry, Dr Attia says he feels it is important that the company employs certain techniques which help it stay ahead of emerging trends and developments. He says the company is always coming up with innovative ideas, and it aims to release new products regularly in order to constantly stay ahead of the market.
“Research and development is vital for us,” he explains. “New ideas, such as
our Tunnel Toasters and Breakfast Masters, are just a few examples of what we are producing each year that are all year-round pragmatic, clever and cool appliances to have at home. We produce at least two new items per season.” Of course, this development relies on a strong and sustainable network of retailers but also the supply and logistics operations behind the scenes to ensure product is delivered on time and in good order.
Dr Attia continues: “Before the pandemic, many people took the supply chain for granted. In fact, many people didn’t think of the supply chain and the logistics industry much at all. Today, manufacturers, warehouses, transportation providers, distribution centres, and retailers are all topics of mainstream media and a major cost centre that is increasing exponentially. The Russian-Ukrainian war added a major factor in making the situation much worse. “Now that the logistics industry has everyone’s attention, everyone is wondering what 2022-2023 will have in store for electrical businesses, warehouses and partners. From combating supply chain disruptions and creating new omnichannel fulfilment strategies to benefit from the evolution of 3PLs, 4PLs and cutting-edge technologies, 2022 and 2023 could be one of the most important times ever for businesses looking to play a pivotal role in how consumers receive goods.” Dr Attia believes that with 3PLs at the heart of the supply chain, these forward- thinking strategic partners will help to grow the SMART brand, and continue to inspire the rapid growth of today’s supply chain. When it comes to mitigating supply chain risks, SMART’s inventory management and transportation (via SMA Worldwide) are obvious functions where its 3PL/4PL warehouses help its customers.
“We know that 41.5 per cent of companies which experienced supply disruptions received customer complaints and 36.1 per cent lost revenue,” explains Dr Attia. “This is where our SMA 3PLs/4PLs logistics utilised by SMART can help. From navigating labour challenges to logistics challenges to improve the effectiveness of the supply chain for their customers.” SMART (via SMA) owns its own warehouses, has control of its supply chain elements all the way to its retail clients’ clients. It even offers “white gloves delivery” for its famous SMART Theatre Popcorn Cart for Harrods clients and all its e-commerce clients!
Using a unified approach, SMA warehouses can streamline SMART fulfilment processes and distribution of orders from multiple selling channels for any of its customers wherever and however they sell. “This isn’t surprising, considering that 85 per cent of consumers prefer interacting with brands that have both digital and physical channels,” Dr Attia adds. Looking to the future, Dr Attia predicts that SMART will reach its targets,
as he notes that the company is still relatively young, but is already attracting attention from across the industry. This bodes well for SMART, and there looks to be a positive outlook ahead, particularly so with the challenges created by the COVID-19 pandemic. SMART is already achieving numbers exceeding its projections, especially internationally.
How can SMART’s 4PLs help customers
overcome supply chain disruptions? Bird’s-Eye View: SMART shares an elevated view of the supply chain for its customers. Reports and analytics supplied by SMA for SMART help its customers make data-driven decisions, by offering real-time visibility into inventory levels and tracking – from every order, inventory item, transaction, and beyond.
Risk Management: SMA warehouses are ready and able to help its customers visualise their supply chain operations, offer predictive analytics and reporting, and quickly identify hiccups. By utilising proper warehouse management technology and analytics, customers can benefit from SMA’s warehouse expertise and resources to make better business decisions. It ringfences stock bought by clients in its own warehouse. Shipping Acumen: Transportation and freight expertise top the list as to why businesses look to partner with SMA. Says Dr Attia: “A customer can’t beat our knowledge when looking to find the best shipping rates, manage domestic and international shipping and transportation methods. SMA expertise drives value where customers need it most.”
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