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Detsky Mir Selects Oracle Applications to Support Growth Through Enhanced Forecasting and Improved Visibility into Merchandise Performance


Detsky Mir, the largest children’s goods retail store chain in Russia, has selected the Oracle(r) E-Business Suite as well as Oracle Retail applications to support corporate expansion plans and drive sales across Russia and the CIS states, Oracle announced today. The multi-phased project will deliver Oracle Financials, part of the Oracle E-Business Suite, alongside the Oracle Retail Merchandising Operations Management and Oracle Retail Merchandise Planning applications to enhance management, planning and pricing capabilities for Detsky Mir’s children’s and maternity merchandise.
Detsky Mir, which translates to ’Children’s World,’ is one of the most recognisable consumer brands in Russia and the CIS, operating more than 133,000 sq.m. of retail space across 74 stores in 36 cities, and managing more than 150,000 SKUs including toys, maternity and nursery merchandise, clothes, footwear, stationary and books. Its flagship Moscow store is the largest children’s store in Europe and in 2006 Detsky Mir nearly doubled the total retail space of all its stores. This extensive growth revealed a lack of scalability in Detsky Mir’s legacy systems to support the rapidly growing business. Management needed to make decisions based on real-time accurate information rather than historical data.

Following a competitive tender, Detsky Mir selected the Oracle applications to create a strategic, scalable system that best met its requirements. Oracle’s retail expertise and extensive capabilities in planning and forecasting and its pedigree in managing multiple SKUs were critical factors in its selection. In addition, the integrated capabilities of the Oracle platform provide Detsky Mir’s management with real-time, accurate data that promotes greater insight into operations, merchandising and planning processes.

“Detsky Mir is growing three times as fast as the market, and such rapid growth must be supported by the improvement of the entire infrastructure and business processes,” said Maxim Entyakov, Chief Executive Officer, Detsky Mir - Center OJSC. “The Oracle Retail applications will enable us to enhance control over our retail chain by reducing the time required for information processing and allowing us to forecast and plan sales in detail. We operate in several climatic zones, in cities with extremely diverse income levels and purchasing patterns, where customer preferences can differ by as much as 60 to 70 percent. We need to account for multiple parameters, such as the demographic characteristics of each region, to respond to the fluctuations of customer preferences and better understand the customer. With our investment in Oracle, we estimate significant reductions in the time taken for order processing and delivery, inventory levels and transportation costs. At the same time we anticipate a strong increase in sales and inventory turnover,” concluded Mr Entyakov.

The Detsky Mir transformation programme is split into three phases. The first project has begun with the implementation of Oracle Financials and the Oracle Retail Merchandising Operations Management applications to create and maintain a single source of consistent and accurate data. The Oracle Retail Merchandise Planning applications will be implemented during the second phase to generate more accurate forecasting around allocation and category management. The final project will deliver additional retail solutions to support the extended retail enterprise. Accenture and Kvazar-Micro are partnering with Oracle to support the implementation.

“Oracle applications are supporting Detsky Mir’s continued growth by providing vastly improved business processes and workflows,” said Patrick Bohannon, Vice President for EMEA, Oracle Retail. “We are delighted to increase our reach in Russia and the CIS states, as this is one of the fastest growing markets in the world. Oracle’s excellent functionality, high performance and pedigree of successful implementations with rapidly-growing companies makes us an ideal partner for retailers around the world.”

About Oracle Retail
Oracle is the number one provider of innovative and comprehensive industry software solutions for retailers - enabling organizations to serve their customers better by applying insight into daily business decisions for more profitable results. With software that provides supply chain, operations, merchandising, store systems, optimization and information technology solutions, Oracle partners with the world’s leading retail companies, including 17 of the top 20 retailers worldwide, to transform the economics of their businesses.

About Oracle
Oracle (NASDAQ: ORCL) is the world’s largest enterprise software company. For more information about Oracle, please visit our Web site at


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