14
COVERSTORY
ORACLE RETAIL PROVIDES
PLATFORM FOR TEKNOSA GROWTH
Teknosa is the leading technology retailer in Turkey, operating 220 stores across
62 cities, providing half of the total sector revenue, as well as being the � fth largest
retailer in the country.
B
ut, in the face of growing competition,
Teknosa wanted to reinforce its market-
leading position and modernise its IT
infrastructure. So the retailer implemented
Oracle Retail applications as part of a three-
year transformation programme designed to
implement ef � ciencies and optimise agility
across the business.
Mehmet T. Nane, Teknosa general manager
(pictured) explained: “In order to reach the next
level of retail maturity, we needed to enhance
our customer experience. Oracle Retail is
helping Teknosa to optimise inventory more
accurately, enabling us to identify and plan to sell
the right products, for the right prices and in the
right numbers. The proven expertise of Oracle
Retail solutions has helped us to implement
best practice in retail through a phased
roadmap delivering results and speed to value.” and analysis that bene � ts all areas of the has helped better manage key product and
The implementation of Oracle Retail business including IT, HR [human resources], categories within Planet as well as its other
applications as part of the three-year sales, supply chain and marketing. This insight stores, ensuring that assortments are tailored
transformation programme has helped enables Teknosa to revise its offerings, strategy to customer preferences.
Teknosa to optimise inventory management, and initiatives on a regular basis to ensure “By basing space recommendations on
allocation and replenishment processes that we continue to meet customer demand,” scienti � c calculations of demand, potential
across its multiple sales channels. This has said Nane. pro � t and space requirements, Teknosa has
supported its expansion plans as it diversi � es Oracle Retail Allocation has enabled minimised inventory investments on products
merchandise offerings, extends domestic Teknosa to determine inventory requirements with lower consumer demand and lower
operations in terms of new stores and at the item and location level and supports pro � ts,” said Nane.
formats and expands into new territories, more accurate distribution of tailored product He continued: “Our strategic relationship
extending its international reach into assortments through the supply chain to with Oracle has developed over the last six
neighbouring countries. In the last year alone, local stores to meet customer demands. years and its credentials with global retail
Teknosa increased the size of its sales � oors Aligning Oracle Retail Allocation with Oracle brands has helped us to implement best
by 50%, reaching 70,000 square metres. Retail Merchandising System has led to practices for retail processes, through a
Taking advantage of the Oracle Retail the development of a new replenishment phased roadmap that delivers results and
Merchandising System has helped Teknosa model and driven improvements in supplier promotes rapid speed-to-value.”
to coordinate merchandise operations and relationships. Teknosa has also relied on Oracle
support the expansion of its inventory More accurate allocations have also E-Business Suite to provide the IT backbone
portfolio by over 50% to 10,000 stock minimised lost sales and prevented for the business since 2006, enabling it
keeping units (SKUs). It has also supported overstocking, by ensuring that allocations to undersand the bene � ts that a deeper
the opening of the new Gezbe warehouse are tied in with demand forecast and relationship with Oracle offered. In addition
within a week of go-live, which manages stock merchandise plans. to long-standing retail commitment and
for all Teknosa locations across Turkey. In January 2008, Teknosa opened Planet, expertise, the � exibility and scalability of the
“The improvements in data integrity, an iconic � agship concept store format Oracle Retail applications has provided the
a more scienti � c approach to retailing to provide customers in Istanbul with an retailer with the options to aggressively grow
and visibility to a coordinated set of retail innovative destination for technology retailing. their business without compromising on
processes have helped drive better insights Here, Oracle Retail Category Management customer-facing initiatives.
RETAIL TECHNOLOGY AUGUST/SEPTEMBER 2009
14 Cover Story.indd 14 15/9/09 1:30:00 pm
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