Sega and its Logistics, storage and transport.

This article will not speak to everyone. However, we can realize the importance of SEGA and imagine the number of companies that depended directly or indirectly on it. I thought to include a passage on the after-sales service. Having a lot of data on this subject, I could devote a full article to it. Good reading !!!

Dead stock dreamcast from the 2000s

During the Dreamcast period, two storage areas are known. There were certainly more.

The first deposit, that of the company "Podium Logistique", mandated by Sega, was planned for everything related to after-sales service. His address was:

Storage :

deadtstock dreamcast.jpg

Logistics podium
Technical services
Industrial Zone
593/601 Avenue Blaise Pascal
77555 Moissy Cramayel Cedex

The second known depot was that of the "Dubois" company, which was used for storage, preparation of orders, returns and transport. Here is his address:

Edouard Dubois and Fils
Transport and Logistics
48/50 Route Principale Du Port
92232 Gennevilliers
POST ADR: 75893 Paris Cedex 18

This second warehouse replaced that of "Logistics Performances". The contract ended in May 1999. To give you an idea of the magnitude of it, some little information about it:

  • It consisted of two storage areas, one of which is 4000 m² totally reserved for SEGA. The other was 11,000 m² including 5,000 m² for the hedgehog firm. There was a total capacity of 15,000 pallet places, 80% of which were organized in the form of racks of 6 high pallets, the top floor of which was 8 m 40 high.

rack à palette.jpg
  • The staff included a hundred qualified people such as for example a "data processing engineer, 2 logistics managers, a stock control manager and a quality control supervisor.

Performances Logistique SEGA dépôt docum
Logisticien.jpg
matretractable.jpg
  • the tools at their disposal were numerous, 25 manual pallet trucks, 6 forklifts (3 retractable masts, 1 front, and 2 order pickers) and plenty of other handling machines.

  • Computer level, there were 1 IBM AS400, 6 IBM PC'S and 25 connected screens.

The flexible and adaptable organization proposals for SEGA France with signature of the contract in March 1991:

SEGA France logo.jpg
  • Reception of 3 containers around 10 p.m.
    Unloading, control and production of blisters overnight
    Preparation and dispatch the next morning


  • Reception at 8 p.m.
    Blister production from 8:30 a.m. to 3 p.m. the next day
    Preparation from 9:30 a.m. to 5 p.m.
    Dispatch at 6 p.m.

  • Reception of 2 containers on Saturday morning
    Same day blister production, we are certainly talking about rigid blisters
    Preparation Monday morning and shipment of orders the same afternoon.

camion-container-22.jpg

I am responsible for Logistics by profession, it is an environment that fascinates me, every day is different.

Reading between the lines, these figures and this arrival planning information give an overview of the volume of merchandise that SEGA handled on French territory. Imagine a little globally !!!

I do not have enough document to have an idea of Logistics on a European scale but as an example, only for the after-sales service during the Dreamcast period, SEGA Europe ordered on July 26, 1999 and September 6, 1999 the following items :

SEGA Europe SAV commande.jpg

-20000 Bottom Case
-20000 Top Case Assy
-20000 Rating Label

-750 PAL VA1 main board

-4000 VA1 GD Drive

-1300 VA1 I / sub board

-500 VA1 230V AC power unit                 

These high numbers correspond to the quantities of spare parts planned for after-sales service and available at the launch of the Dreamcast. To this, we must add regular orders throughout the marketing period. These parts were undoubtedly then dispatched between the different countries by SEGA Europe.

During the Dreamcast period, the computer system used, at least for the after-sales service, was NAVISION.

SEGA Saturn SAV document.jpg
système informatique Navision SEGA Dream

Dreamcast furniture was at "Podium Logistique". In April 1999, SEGA France expected around twenty Japanese NTSC demonstration kiosks. The 500 to 800 others were to follow in July. They were delivered on 2 pallets, one for the furniture, one for the TV (stackable).

They were planned, for the first year as follows:

Number of furniture in first implantation (500)
-Appointment
-Physical installation, connection, training with the department manager, document delivery, polaroid photography, document, etc.
-Recovery of packaging, repatriation of these.

SEGA dreamcast borne (concours ).jpg

Number of furniture in Turn -Over (150)
-Return of the implanted furniture (appointment, repackaging)
- Trade-in document
-Return to the logistics platform
- Repair possible change of part
-Storage in original packaging
-Re Delivery

Maintenance intervention:
-On-site intervention to restore furniture within 24 hours
-Intervention by changing modules on site
-Standard exchange of furniture and restoration of it on the logistics platform.

Means of maintenance intervention:
- Replacement stock of complete furniture (without TV): 40
-Spare TV stock: 40
-Stock of consoles in addition: 50
-Stock of controllers in addition: 100
-Stock of spare parts for furniture

Number of furniture in Trade-Marketing (100)
-On-time operation with appointment setting
-Delivery, installation, recovery, etc.

We often forget how much work this furniture required in the supply chain. Too often we only imagine the storage of games and consoles.

The destruction campaigns were not left out like that of the 30th but 1996. The figure in pallets is scary, we also see the number of POS that could be created. Example with the latter:

- After-sales service "D" and Defective Softs: 44 + 17 = 61 pallets
Start of operation: June 4, 1996

-Furniture: 18 pallets
Date of operation: June 5, 1996

-PLV: 235 pallets
Start of operation: June 11, 1996


rouleau compresseur destruction SEGA.jpg

The production of the games for the Dreamcast was made in Holland. The company "EMI Compact Disc" was in charge of the manufacturing process. Sega Europe did not want to have a central warehouse with large volumes for long periods of time. If the situation changed, EMI could, as an option, have taken care of it. This means that as soon as the production is finished, the games go directly to the warehouses of the different countries.

EMI SEGA production.jpg
EMI SEGA production 2.jpg

On leaving the factory, for storage and transport, hard and soft (games, accessories and consoles) were put in specific boxes that we call "shipping boxes" among collectors. Each carton contained a set number of each sets and accessories.

You can download all the technical sheets for these shipping boxes here or browse the scans below:.

SEGA Dreamcast Specification Sheet Arcad
SEGA Dreamcast Specification Sheet Arcad

Fiche Technique Dreamcast Shipping box Arcade Stick

SEGA Dreamcast Specification Sheet Race
SEGA Dreamcast Specification Sheet Race

Fiche Technique Dreamcast Shipping box volant

SEGA Dreamcast Specification Sheet Vibra
SEGA Dreamcast Specification Sheet Vibra

Fiche Technique Dreamcast Shipping box vibration pack

SEGA Dreamcast Specification Sheet Keybo
SEGA Dreamcast Specification Sheet Keybo

Fiche Technique Dreamcast Shipping box clavier

SEGA Dreamcast Specification Sheet Hardw
SEGA Dreamcast Specification Sheet Hardw

Fiche Technique Dreamcast Shipping box console

SEGA Dreamcast Specification Sheet Gun
SEGA Dreamcast Specification Sheet Gun

Fiche Technique Dreamcast Shipping box pistolet

SEGA Dreamcast Specification Sheet Contr
SEGA Dreamcast Specification Sheet Contr

Fiche Technique Dreamcast Shipping box manettes

SEGA Dreamcast Specification Sheet Visua
SEGA Dreamcast Specification Sheet Visua

Fiche Technique Dreamcast Shipping box carte mémoire

SEGA Dreamcast Specification Sheet Fishi
SEGA Dreamcast Specification Sheet Fishi

Fiche Technique Dreamcast Shipping box canne à pêche

Transportation :

Internationally (Dreamcast period)

port, bateau porte container.JPG

For consoles and peripherals, the goods were shipped from the Middle East to the port of Antwerp in Belgium. This port was chosen because Sega was exempt from VAT there. Sega Europe also had a duty free franchise for Hardware.

The port of Antwerp was the central distribution point for hardware and peripherals for France, Germany, Spain and export. It was not intended to store the product for a long time. One could imagine that Sega used the principle of JIT (just in time) which consists in avoiding storage handling by sending the goods as soon as they arrive at their destination to the different countries.

Sumitomo, was probably appointed by Sega Japan as Customs Commissioner. The Japanese company was perhaps also chosen for the expedition to the various territories. At the time of issuing this document on April 20, 1999, discussions were in place with three companies.

It was estimated that by that date they expected to receive the first goods (unknown quantities per item) by early August.

Nationally (Dreamcast period)

"Rousselot SA" took care of the transport of the Dreamcast terminals for the different regions of France during the preparation of the launch of the console. His address :

Rousselot SA
Moving / Furniture Guard
Handling / Layout
110 Rue Descartes
54710 Ludres

Rousselot Transport SEGA France.jpg

He could also store Dreamcast furniture on their premises for a monthly rental per terminal. For example, as of June 21, 1999, 10 kiosks were planned to stay at home.


According to the specifications, the company undertook to deliver, assemble and connect the equipment, except for contingencies appearing on the report.

In addition to this, you will need to know more about it.

The employees had training in assembling the furniture.


You will find scans of the operating instructions used by the carrier for SATURN displays below or you can download them here.

Borne SEGA Saturn (Sined Collection ).jp
SEGA Saturn borne de démonstration mode
SEGA Saturn borne de démonstration mode

SEGA Saturn borne de démonstration mode d'emploi Francais

SEGA Saturn borne de démonstration mode
SEGA Saturn borne de démonstration mode

SEGA Saturn borne de démonstration mode d'emploi Anglais

SEGA Saturn borne de démonstration mode
SEGA Saturn borne de démonstration mode

SEGA Saturn borne de démonstration mode d'emploi Belge

SEGA Saturn borne de démonstration mode
SEGA Saturn borne de démonstration mode

SEGA Saturn borne de démonstration mode d'emploi Espagnole

For a delivery of 15 pieces of furniture, the insurance was 8000 F each (1230 €). In the specifications of another carrier, "BOVIS Atantique", the furniture was insured up to 12,000 F (1850 €).

Example of a mission entrusted to this transporter:


A) Medpi 99 (MedPi Software)
Monte Carlo Auditorium Congress Center
20 pieces of furniture (undefined quantity)
Furniture installation: June 29, 1999
Furniture pick-up: July 2 from 4 p.m.

-Biarritz
10 pieces of furniture Go 11.07
Return on 07/19

-Marseille
25 pieces of furniture Go on 09/22
Return on 05.10

-Caen
10 pieces of furniture Go on 09/15
Return on 09/28

Planning Kiosk Dreamcast SEGA.jpg

The transport company Bovis Atlantique was to take care of the transport of the furniture during the marketing period of the Dreamcast together with "Podium Logistique". His address :

BOVIS ATLANTIQUE SARL
Osceraye Business Park
CHIP
BP 16
44170 Nozay


Bovis cahier des charge SEGA.jpg

Edit: Vintage video, from 37 seconds, which gives us an overview of the warehouses of SEGA FRANCE (Megadrive period). Thanks to Mr. Nes for sending it to me after reading my article.