Mexican footwear retailer steps into omnichannel

Grupo Nazan is transforming from a physical store and catalog-based operation into a digital omnichannel enterprise with Oracle Cloud.

The company has ramped up its omnichannel capabilities during the COVID-19 pandemic leveraging the cloud-based Oracle Retail platform. Selling footwear brands Impuls, Destroyer, and Playa Mayoreo in Mexico through 100 physical stores, as well as online channels and call centers, Grupo Nazan is tapping into its catalog customer database to expand digitally and physically. 

Utilizing the Oracle Retail platform, Grupo Nazan has been able to rapidly display inventory to customer service representatives, optimize logistics costs, and target promotions for different customer segments based on their interests. Prior to COVID-19-mandated store closings in spring 2020, the retailer’s physical stores were responsible for 90% of its revenue, with online sales representing about 9%. 

Within two months of store closures, online sales increased to 34% of Grupo Nazan’s revenue. In response, the retailer turned its distribution center into an online store in a matter of hours using the Oracle Retail Order Broker solution.
Call center agents were enabled to more swiftly manage orders, increasing fulfillment levels by 4-5% and helping ensure that orders were delivered to customer doorsteps in a timely manner.

The retailer has also been able to protect margins while managing markdowns, and chose the most appealing categories to face pandemic challenges. Grupo Nazan worked with solution integrators Skillnet and Logic Information Systems to implement its Oracle Retail-based omnichannel strategy. In addition to Retail Order Broker, Grupo Nazan has also implemented the Oracle Retail Xstore POS, Customer Engagement Cloud Services, and CX Commerce solutions to help deliver a seamless shopping experience.

“Our growth required a modern set of solutions to increase customer satisfaction at scale,” said Juan Castro, managing director, Grupo Nazan. “With distributed omnichannel operations, we needed to build an integrated experience to serve our customers better. We launched “Project Impact” with the support of Oracle Retail and transformed all aspects of our business.”

 “The pandemic is accelerating the pace of change in retail, propelling a new approach to digital to the top of the priority list,” said Mike Webster, senior VP/GM, Oracle Retail. “A single view of customers, inventory, and orders offers an operational advantage in this time of uncertainty.”