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Project

Enter Связной (SAP CRM (SAP Customer Relationship Management))

Customers: Enter Svyaznoy

Trade

Product: SAP CRM (SAP Customer Relationship Management)
На базе: SAP Business Suite

Project date: 2012/09

The Enter company, the Russian multi-channel retailer, began with fall of 2012 the large-scale project on SAP implementation. Technoserv Consulting and Ciber companies act as partners in implementation.

Feature of the forthcoming project — in terms and scales of implementation. The project should be complete by October 1, 2013, less than in a year SAP for Retail (the solution for commodity logistics and finance) and SAP CRM (the solution for marketing, service and loyalty and also multichannel order management) should be configured.

SAP implementation will take place in several stages: conceptual design, implementation of a system, integration testing, preparation for start, stabilization. Today Enter and the companies contractors already conduct the first works on conceptual design.

As Zaruyev Anton, the director of the department of information technologies of Enter company reported, "we made the decision on SAP implementation as this software meets relevant requirements of our business. First, SAP is a centralized system with well integrated modules that is critical for the tracking accuracy of a remaining balance and movements of goods. Secondly, SAP is capable to perform support of transactions for very different groups of goods — beginning from the jewelry requiring individual accounting and finishing with furniture sets. Thirdly, and it is extremely important point for us, SAP provides support of a multikanalnost in combination with customer centricity (uniform command center orders). Fourthly, at a system unlimited scalability. Fifthly, presence at SAP of the developed 'ecosystem' in Russia with a large number of consultants and experience of successful implementations became the important moment. Also, in terms of the development of functionality comparable from a SAP system, probably, is not present".
"For us as a reliable system which will allow to scale our business almost beyond all bounds is necessary for the company which reaches federal level and shows the turnovers calculated already by billions of rubles — Sergey Rumyantsev, the CEO of Enter company noted. — Unlike traditional retail, success of our multi-channel format depends on the ultimate accuracy, adjustedness of a remaining balance, ideal accounting and perfect process of merchandising in each of sales channels. Our format has a number of difficulties because of which the solutions suitable for traditional retail do not meet our requirements. First, Enter is a set of channels of customer interaction (offline sales points, the innovation terminals, the website, contact center, directories, mobile applications, social networks). Secondly, we present the huge range in tens of categories which constantly extends (tens of articles are daily added, besides, it is monthly updated from 5% to 10% of goods). To provide the best customer service, permanent existence of goods, accuracy and speed of order fulfillment, it is necessary to have the powerful ERP solution".

One more significant moment, according to Sergey Rumyantsev according to whom SAP — the module on work with clients of SAP CRM will manage to satisfy requirements. "To work with millions of buyers, to approach individually the history of purchases of everyone, to create smart, customer-oriented offers, to consider consumer preferences, a CRM system is necessary — he emphasized. — Such implementations in Russia of unit, and considering innovation of our format, the complexity increases many times".