Tata Group’s jewellery business Titan has streamlined its online to offline services and ameliorated its inventory management since partnering with technology enabler Oracle. The partnership enabled Titan to cut costs and increase sales last financial year.
“Prior to Oracle’s support, customers used to walk in to buy a particular product, exhaust the patience of the staff by surfing precisely the entire inventory of the store and leave,” said Titan’s chief digital officer Krishnan Venkateswaran, Indian Retailer reported. “They used to buy from somewhere else. But the endless aisle allows every store to showcase the national inventory of a vertical altogether.”
Since implementing Oracle’s endless aisle technology, Titan has increased customer engagement and conversion which contributed to the business reaching Rs 1,000 crore in sales in the 2023 financial year, Indian retailer reported. The business has also cut costs by harnessing ‘Oracle Support Rewards’ to estimate necessary capital expenditure.
“The dual data centre model helps customers get a seamless experience even in case of a disaster at one centre,” said Oracle’s vice president and head of cloud technology, Kapil Makhija. “Through Oracle’s cloud services, customers can do performance analysis and application architecture on the one hand, while brands get their entire upgrades, patching and retrievals done automatically.”
Many fashion, jewellery, and beauty retailers in India are working to synergise their online and offline operations in line with customers who prefer an omni-channel retail experience. By equally distributing online shoppers to Titan’s brick-and-mortar stores across India, the business is able to have greater control over its operations as a whole.
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