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Carulla, the second largest grocery chain in Colombia, wanted to boost its revenue by increasing its number of selling channels. The company was eager to go beyond its brick and mortar presence by selling groceries and pharmacy items over the telephone and the Web. Oracle provided the applications, the out-of-the-box integration, and the scalability that Carulla needed.
Carulla, the second largest grocery chain in Colombia, wanted to boost its revenue by increasing its number of selling channels. The company was eager to go beyond its brick and mortar presence by selling groceries and pharmacy items over the telephone and the Web. Oracle provided the applications, the out-of-the-box integration, and the scalability that Carulla needed.
Carulla, the second largest grocery chain in Colombia, wanted to boost its revenue by increasing its number of selling channels. The company was eager to go beyond its brick and mortar presence by selling groceries and pharmacy items over the telephone and the Web. Oracle provided the applications, the out-of-the-box integration, and the scalability that Carulla needed.
"We have around 10,000 items per store, so we had to look for a big software platform that could do this work. Oracle was the right fit for this job. " Rodrigo Villamil, General Manager of Carulla Telleva S.A.
Key Benefits Online orders are 600 percent larger than in- store orders The volume of phone and Web orders has increased more than 400 percent in the last year 6-month implementation time in comparison to 18 months for Carulla's competitor New revenue streams created from partner advertising on the Web storefront Increased customer satisfaction based on improved customer intelligence Oracle Products & Services Oracle iStore Oracle TeleSales Oracle Scripting Oracle TeleService Oracle Discoverer Corporate Profile Carulla Bogot, Colombia www.carulla.com
Carulla, a Colombian supermarket and Creating New Sales Channels Carulla, the second largest grocery chain in Colombia, wanted to boost its revenue by increasing its number of selling channels. The company was eager to go beyond its brick and mortar presence by selling groceries and pharmacy items over the telephone and the Web. To support this approach, Carulla needed to open a call center and develop an order system on the Web. Carulla knew that Oracle had the applications Oracle Interaction Center products and iStore and the expertise needed to help Carulla convert to an e-business. High-Level Project Goals Why Oracle? Oracle provided the applications, the out-of-the box integration, and the scalability that Carulla needed. "We have around 10,000 items per store, so we had to look for a big software platform that could do this work. Oracle was the right fit for this job," says Rodrigo Villamil, general manager of Carulla Telleva S.A. As the second grocery chain in Colombia to go online, Carulla was eager to implement quickly, and Oracle iStore enabled a six-month implementation. In comparison, Carulla's competitor had taken a year and half to go live online. Online Success Without Reinventing Retail Carulla began by implementing iStore, naming its new site telleva.com, and creating an interaction center supported in part by Oracle's applications. Carulla asked Oracle to create a new look and functionality for its Web site because it understood that, as the company evolved into an e-business, the site would become the company's principal face to its customers.
Using telleva.com, shoppers in Carulla's highest volume cities and areas can place an order and receive delivery within four to six hours. Carulla Increase revenue Capture the "convenience market" Increase customer satisfaction Page 1 of 2 Oracle Corporation 5/17/02 http://www.oracle.com/customers/11i/carulla.html pharmaceutical chain, is part of the second-largest retail group in the country and the 12th-largest company in Colombia. Carulla currently operates approximately 130 stores. Industry Consumer Geography Americas
Annual Revenue $400 million attributes its 600 percent larger online orders to the ease of its iStore interface. The time involved in collecting multiple items in a store is a disincentive, but the speed of the Web site encourages buyers to add more products to their deliveries. The volume of both Carulla's phone and Web orders has increased more than 400 percent over the last year. As another benefit, telleva.com provides revenue from partner advertising on the site. Additionally with Discoverer, Carulla is able to gather valuable customer intelligence from iStore. Based on regional, time, and customer profile information, Carulla can create highly targeted advertising and promotions to increase sales.
Why has Carulla succeeded where Webvan failed in the US? "We didn't reinvent the retailing industry. Webvan was trying to do that," Villamil comments. "We customized the service to our traditional business. We didn't have to make a lot of investment to put the operation in place." Future Plans Carulla's next step is to expand its Web service to five other cities in Colombia through Vivero, one of the supermarket chains it owns. The company is positioned to expand to other countries in South America as its acquisition of additional retail locations continues. Carulla is the only supermarket chain in Colombia with a loyalty program. This popular program has over two million members and produces approximately 2,500 calls per day from customers asking about their point totals, upcoming promotions, and other topics. To provide enhanced online shopping and drive customers to the Web, Carulla plans to link its loyalty program to its Web order service. After shoppers have purchased items in the store, they will receive an e-mail offering to create an online shopping list. "The shopping list is transmitted to iStore automatically, so you don't have to spend time entering items on the Web all the items you want are put into your cart," explains Villamil. Furthermore, Carulla is implementing Oracle TeleService to support its telephone order service. Agents will be able to search inventory and respond more quickly, increasing productivity. All customer service issues arising from Carulla's phone and Web service and its 130 stores will be also be handled by TeleService increasing efficiency and improving customer satisfaction.
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