ITC

Case study

OMNI-CHANNEL RETAIL SOFTWARE

ITC’s Lifestyle Retailing Business Division (LRBD) has established a nationwide retailing presence across India through Wills Lifestyle (WLS) & John Players.

Wills Lifestyle presents a premium fashion wardrobe for men and women with four sub-brands Wills Classic, Wills Sport, Wills Clublife and Wills Signature. Wills Lifestyle offers a truly delightful shopping experience for the discerning customer.

John Players presents a complete wardrobe of smart formals, trendy casuals, dazzling party wear, edgy denims & accessories incorporating the most contemporary trends in an exciting mix of colours, styling and fits.

Retailing Food items: ITC’s Branded Packaged Foods business is one of the fastest growing foods businesses in India, driven by the market standing and consumer franchise of its popular brands - Aashirvaad, Sunfeast, Bingo!, Yippee!, Kitchens of India, B Natural, mint-o, Candyman and GumOn.

Retailing Personal Care Items: ITC started retailing Personal Care Products in July 2005. Some of the Brands are ‘Essenza Di Wills’, ‘Fiama Di Wills’, ‘Vivel’, “Engage” and ‘Superia’ brands has received encouraging consumer response and is

ITC

Customer Facts

Number of WLS stores: 100+ stores

Number of John Players stores: 350+ stores

Business segments: Apparel and Lifestyle, FMCG

Retail formats: Speciality stores

Locations: 27+ cities in India

Key Store Statistics

Store size (average): 150 – 300 sqm

SKU’s (average): 2,000 – 15,000 units

No. of sales tickets (average): 30,000 per month

being progressively extended nationally.

At present, the company has nearly 100 exclusive stores in 40 cities. ITC’s retail business is already generating profit for the company and is providing significant impetus to the non-cigarette FMCG business profitability along with the packaged food business

ITC is rated among the World’s Best Big Companies, Asia’s ‘Fab 50’ and the World’s Most Reputable Companies by Forbes magazine and as India’s Most Admired Company in a survey conducted by Fortune India magazine and Hay Group. ITC also features as one of world’s largest sustainable value creator in the consumer goods industry in a study by the Boston Consulting Group.

ITC has been listed among India’s Most Valuable Companies by the Business Today magazine. The company is among India’s 10 Most Valuable (Company) Brands, according to a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia’s 50 Best Performing Companies compiled by the Business Week magazine. In 2015, it ranked 4th as the Most Exciting Brand in the apparel category by Brand Equity.

ETP V5 Retail Software Solutions implemented at ITC include ETP Store Front and ETP Store Operations, ETP Accelerator, ETP Reporter and ETP Updates.

ETP V5 Solution

Project Objective:

• To have a single POS system across the chain of Wills Lifestyle & John Player stores and integrate with backend ERP

• Reduce time to market

• Set-up an integrated system with complete control and visibility on demand and supply chain

• Better inventory management

• Introduce comprehensive CRM into the business to provide better customer service

• Better control over franchise stores

Business Benefits:

• End-to-end integrated solution with increased information accuracy

• ETP Store V 5.5 integration with Club ITC Loyalty Program brings better usage of CRM system

• Daily cash flow management and reconciliation at the head office level

• Timely sales information to drive production and logistics

• Easy sales returns with complete inventory visibility

• Replenishment model based on the different seasons and sessions of the company

• Easy deployment – introducing new styles, collections and roll-out of new stores

Business Needs:

• Improved service levels at the retail stores – managing sales, returns and loyalty programs

• Better management of franchise business which is in the John Players segment

• Analyse customer buying patterns and different price-points for designing accurate promotions & loyalty campaigns

• Control over promotions management from Head Office

• Precise forecasting to reduce obsolescence and non-moving inventory

• Efficient replenishment model to replace the current push and pull based supply chain Easy deployment

– introducing new styles, collections and

roll-out of new stores

• Prudent management of contingent liabilities, track gift vouchers and loyalty campaigns

• Automation of warehouse operations to minimise delivery lead times

• Better inventory control system for franchise stores

Every year, 70,000 retail associates use ETP to serve 200,000,000 consumers, selling USD 18,000,000,000 of merchandise. More than 300 brands in over 22 countries, across 10 time-zones, in 200+ cities, at 35,000+ stores, run on ETP.

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Founded in 1988, ETP is Asia’s leading Omni-channel Retail Solutions company headquartered in Singapore, serving market leaders in more than 22 countries across Asia Pacific, India and the Middle East. ETP’s enterprise class, omni-channel solutions include omni-channel POS, Mobility, CRM, Marketing and Promotion Campaigns, Supply Chain Management, Omni-channel Analytics and Omni-channel Connect. ETP has successfully executed over 500 enterprise software projects across 35,000+ stores for 300+ brands. ETP’s unique value proposition is its ability to create and deliver innovative products and implement them successfully with domain expertise delivered by hundreds of consultants embodying ETP’s best practices. ETP helps its customers get it right in omni-channel retail.

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