Uğur Serkan Taşkın, CIO, Koçtaş
Challenges and Benefits
- Difficulty in managing pricing, discounts, promotion policies, and product range.
- Poor integration with the existing CRM system.
- Poor integration with the ERP system to manage Product Lifecycle.
- ”Live Order” fulfillment.
- SAP® C/4HANA
- A robust CRM structure.
- Automated product info process.
- Personal search engine reinforced with artificial intelligence.
- Real-time inventory monitoring.
Ramp-up in e-Commerce
With more than 59 million internet users, the number of e-commerce customers exceeded 5 million in Turkey. It is estimated that the country’s volume of e-commerce will reach USD 5 trillion by 2021. With the industry’s current ramp-up, Koçtaş, a leader of e-commerce in Turkey, implemented a digital transformation project with the guidance of NTT DATA Business Solutions Turkey. With this project, Koçtaş invested in customer experience and started to witness the return of this investment in a very short time.
Catching the Trends in Digital Transformation
As the leader of home improvement retail, Koçtaş raised the bar in the rapidly developing e-commerce market and invested in customer experience. Deploying SAP C/4HANA with the guidance of SAP Global /Platin Partner, NTT DATA Business Solutions Turkey, Koçtaş achieved an e-commerce infrastructure that catches the trends and features a robust integration network, capability of real-time sale and monitoring, and uninterrupted services via an omnichannel structure.
With the C/4HANA project, the company activated its Omnichannel Project covering the web, mobile web, in-store kiosks, and smartphone applications. Koçtaş Card which developed for Koçtaş customers was extended to digital platforms as well. With the kiosk application designed on C/4HANA infrastructure, 45 thousand extra products in addition to store inventory became saleable and 454% growth was achieved in the sales through this channel in the first quarter alone. Koçtaş website was renewed completely to allow 3,500 thousand users to shop simultaneously and a successful growth of 110% was achieved. As order fulfillment rates increased thanks to real-time inventory checks, delivery performance also improved.
Koçtaş CEO Alp Önder Özpamukçu says: “The most important benefit of the project we implemented with NTT DATA Business Solutions Turkey has been the speed and convenience, because consumers younger than the age of 30 expect extraordinarily fast and convenient service. So there is no other option than digitalization. With SAP C/4HANA, all mobile phones, tablets, kiosks, and our call centers have been connected. Thanks to our Koçtaş Card system, we now know 95% of customers shopping at Koçtaş.”
Buy Online, Receive at the Store
Underlining that Koçtaş and NTT DATA Business Solutions Turkey had a game-changing cooperation in e-commerce, Koçtaş CIO Uğur Serkan Taşkın says: ” In the retail industry, all ways of doing business are rapidly digitalizing and restructuring in line with digital technologies. During this transformation process, our greatest objective was to build an omnichannel infrastructure to offer Koçtaş customers the best experience regardless of the channel. We started this journey with the experience and competence of NTT DATA Business Solutions Turkey and managed to conclude the project in 1 year. We migrated to a holistic channel structure in which we can operate the web, app, kiosk, and in-store sales operations as well as product lifecycle on a single infrastructure. We accelerated our processes thanks to real-time inventory monitoring. In promotion management processes, we gained the competence to hold real-time campaigns per customer segment and activated a coupon system. We built a system to enable online shopping and delivery at the store. We launched Koçtaş Card that can also be used in online shopping.”