"Girlfriend" will increase market maneuverability using Oracle

2018: Increase in market maneuverability using Oracle

On September 18, 2018 Girlfriend announced the implementing solution Oracle Retail Planning and Optimization for the purpose of attraction next and increases in loyalty of the existing clients.

According to the company, process of pricing in Girlfriend was automated and optimized on the basis of the solution Oracle Retail using specialists of Veltio company integrator.

Earlier in Girlfriend the solutions Oracle Retail Demand Forecasting for demand forecasting and Veltio APX (Allocation, Planning and Execution) for supply chains were deployed that allowed network to continue investments into increase in accuracy and flexibility of price strategy.

In Russia market conditions quickly change, and using the solutions Oracle Retail "Podruzhka" had an opportunity to manage several price zones which attract consumers at the moment of readiness to make purchase. Chris James, the vice president in EMEA region for Oracle Retail told

Using flexible price approach, we hope to raise a customer loyalty thanks to competitive prices and special offers, saving at the same time target financial performance of the company. Alexander Golubev, Chief information officer of Girlfriend

For September, 2018 the Podruzhka network contains 210 shops which offer cosmetics, perfumery, goods for personal care, ornament and accessories and also household chemicals. Shops correspond to the "shop at the house" format and are located in residential areas. In each shop on the area of 140-180 square meters about 15000 goods are provided.^[1]

2015: Inventory management system implementation

On October 20, 2015 the Oracle corporation announced the implementing solution Oracle Retail Demand Forecasting in Podruzhka company.

Project Tasks

Project objective - management of trade inventories in shops and in a warehouse, demand forecasting improvement.

The Podruzhka company selected the solution Oracle Retail Demand Forecasting constructed on the Oracle Retail Predictive Application Server platform for creation of the flexible and scalable platform capable to solve the problems of planning of stocks facing the company. Implementing solution allowed Podruzhka company to be focused on the best satisfaction of the sales demand in all shops of network.

Show-window Girlfriend (2014)

The project was executed by Veltio company.

The solution of Oracle was selected among existing thanks to the known examination and advanced functionality of the Oracle Retail Predictive Application Server platform which corresponded to business objectives of Podruzhka company. Business examination and technology knowledge became the defining factors of the choice of Veltio company. Advantage of the project - integration into the solution Veltio APX Replenishment which provides automatic calculation of orders.

Project Results

As a result of the made investments of the company it was succeeded to reach forecast accuracy in 95% on the goods which are not participating in promotion actions and 75% on the promoted goods that was represented impossible before implementation of the automation equipment.

Similar significant results are achieved at the level of a warehouse. Decrease in an indicator of lack of goods (out of stocks) was 18% while the company managed to achieve decrease in excess of stocks (overstock), having lowered the inventory level from 4 months to 3 weeks.

"To achieve the business goals, we should be sure that we invest in the correct technology partners capable to provide optimization of transactions due to increase in efficiency of planning and accuracy of formation of orders", – Dmitry Tamurka, the CEO and the co-founder of Podruzhka company noted.

For the investment account in solutions of Oracle the Podruzhka company had an opportunity to make the decisions based on information on a sales history, the prices, changes of the range, promotion actions, start of the website, opening of new shops and input in the range of new goods items. The functionality of the platform on automatic creation of the forecast allows to reveal problem points and opportunities, providing the companies more exact information on demand.

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