Laser Logistics has repositioned itself as a warehouse management and distribution service business.

New Chief Executive Warren Hewitt invited inside Laser to take a closer look at new initiatives put in place at the company, with special focus on the recently upgraded and refurbished Johannesburg operation.

“People should live the brand and its promise to clients”

Internal Transformation
The increased emphasis on the global marketplace and challenges that result from the diversity of client requirements, meant that LWD needed to increase efficiencies and enhance effectiveness in order to remain competitive in the market place.

People who work at LWD should ‘live the brand’ and its promise to clients. As such, staff have been involved every step of the way, as participants in the process of what has become known as LWD’s 2010 strategy. Clearly-defined roles and regular feedback sessions with all staff contributes positively to introducing a culture of transparency and inclusivity at LWD.

Investing in People
With repositioning came an investment in acquiring additional staff, and strengthening the management and operational teams in the 13 000 sqm Isando warehouse. Referred to by Warren as a ‘diverse, re-energised and talented’ group of individuals, the Isando operation is managed by John le Roux, with Izak Rossouw fulfilling the role of Distribution Manager. Other members of the management team include Johan Bouchers (Warehouse Manager), two operations controllers, Mandy Benjamin and David Sambo, George Cooper (Planner), and Fleet Manager, John Sehlako.

“Respect, Honesty and Integrity”

Respect & Empowerment
Respect encompasses one of the most basic values that must be practiced across cultures both at work and at home. It is the foundation from which all companies should operate.

LWD recently launched its Respect Campaign via a competition open to all staff, with fabulous prizes to be won. Part of the greater transformation at LWD, nothing says respect or models empowerment more than management who actively listen to their staff. The hands-on initiative is driven by the staff.

Robust Security Measures
The warehousing business has a greater vulnerability to theft than most other industries, stemming from employee collusion and sophisticated crime syndicates. Customers have a low tolerance for mistakes - inventory shrinkage and stock loss can be a great threat to the company’s profitability and viability.

A robust security solution that covers a broad range of requirements has recently been instituted and is expected to cut inventory shrinkage by 75%. Security measures, some of which include adding secure cages in which to store goods; daily and monthly cycle stock counts for up-to-theminute record keeping, and outsourcing perimeter security (including CCTV monitoring) to an established security company have been introduced.

Maximising fleet efficiencies
To further enhance efficiencies, LWD will be introducing a comprehensive vehicle tracking and management system, and an advanced warehouse management system incorporating full scanning facilities on all products.

“Comprehensive fleet management a priority”

John Sehlako, Fleet Manager monitors time and motion of fleet efficiencies, which includes fuel and maintenance expense monitoring.

Route planning ensures that load efficiencies are maximised and routes are carefully planned. Not only does this bode well for the secure distribution of goods and huge time-saving benefits, but also aligns with Laser’s drive to reduce its carbon footprint and environmental impact.

Understanding Client Needs
Another focus area for LWD is building and strengthening relationships with clients. Key to this is to really understand what the imperatives are for the client from a logistics perspective, particularly in relation to a remote site from the LWD main centre in Cape Town.

Whirlpool, the largest distributor of household appliances (through the Whirlpool and KIC brands) in the country, manufactures the majority of its refrigerated units in Isithebe, Mandini. The goods are warehoused at LWD’s facility in Isithebe, and are then distributed to regional warehouses in Johannesburg and Cape Town.

“The changes have been welcomed by our clients, who have been forwarding letters of support and congratulations. We still have many challenges ahead for LWD, but with the support and enthusiasm of the greater team, I am confident that, in 2009, we can stabilise the existing operation and look to grow and diversify our client base further,” said Warren. Samantha Booysen,Warren Hewitt and Danielle Davis launching the Respect Campaign Enhancing Efficiencies modifying the game plan at Laser Logistics Warehousing & Distribution