February 2008
Teknosa, Turkey's leading consumer electronics retail chain, has gone live with Oracle(r) Retail applications to support its aggressive expansion strategy and enhance service levels across its multiple sales channels. The implementation of the Oracle Retail Merchandising System, Oracle Retail Allocation and Oracle Retail Category Management is enabling Teknosa to optimise inventory management, allocation and replenishment across its e-commerce and telephone channels as well as its 230 stores as the retailer expands its operations across Turkey and neighbouring countries.
"The implementation of Oracle Retail applications is part of Teknosa's three year transformation programme designed to implement efficiencies and best practices that will optimise our agility as we diversify our merchandise offerings, extend our domestic operations and expand into new territories," explained Mehmet T. Nane, General Manager of Teknosa. "The first phase of our go live has enabled us to enhance the allocation and replenishment processes supporting our drive to offer customers the best mix of global brands at the right price and in the right quantity whether they buy online, over the telephone or in the store."
The consumer electronics retail market in Turkey reached US$7.5 billion in 2007, resulting from an increased interest in innovative technology products and the growth in multiple sales channels. Despite increasing competition in the market from foreign retailers with significant buying power, Teknosa had gained market share and increased its revenues by 47 percent last year to US$807 million.
Established in 2000, Teknosa operates 230 stores across Turkey and an additional seven in Romania. Teknosa's expansion plans include extending its international reach into neighbouring countries, opening new store formats, expanding its merchandise from 5000 SKUs to more 10,000 SKUs and by opening a new store each week. It also intends to grow its customer retention strategy through the launch of a loyalty card programme.
In November 2006, Teknosa selected Oracle Retail as the platform capable of supporting this aggressive growth strategy through the development of a best practices approach, following a series of successful pilots with Oracle and its partner, Accenture. As an existing Oracle E-Business Suite customer, Teknosa has benefited from rapid integration of the Oracle Retail merchandising applications.
Mehmet T. Nane continued, "Our strategic relationship with Oracle has developed over the last six years and its credentials with global retail brands is helping us to implement best practices for retail processes, with a phased roadmap for delivering results and promoting rapid speed-to-value. In the first week after going live, Teknosa opened a new warehouse and four additional stores."
"Teknosa is a great example of an emerging market retailer that understands the value of enhancing the customer experience in order to develop retail maturity," said Patrick Bohannon, Vice President of EMEA, Oracle Retail. "The Oracle Retail applications that Teknosa has implemented are helping them to plan for the profitability of merchandise, improve the availability of key products domestically and proactively manage their international expansion strategy."
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