Teknosa, Turkey’s leading consumer electronics retail chain, has gone live with Oracle Retail applications to support its 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,’ 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 €4.9 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 per cent last year to €71 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.