Specialized retailer enhances omnichannel capabilities to better serve consumers.
Farmacias Arrocha has implemented Oracle to expand its omnichannel capabilities and offer the right product at the right time to increase cross-sell opportunities. The company started as a pharmacy and is now one of Panama's largest retailers, selling products for personal care, cosmetics, pet supplies, electronics, decorations, and the home across 45 stores. With the evolution of its business model, legacy systems were no longer capable of delivering an efficient consumer experience. With Oracle Retail, Farmacias Arrocha is able to integrate channels and inventory, improve the in-store shopping experience, and be better informed about consumer preferences. “We are focusing on deploying technology that provides a high level of service and helps us give our customers the assortments and the agility they expect,” said Juan David Vansice, CIO, Farmacias Arrocha.
“Oracle Retail demonstrated the right blend for our business with proven capabilities to enable mobility in-store and a knowledgeable team that understood our unique needs as a retail business.”After extensive testing, Oracle Retail Xstore Point-of-Service (POS) and Oracle Retail Customer Engagement was rolled out entirely remote during the pandemic in just six months. Retail Consult, a member of Oracle PartnerNetwork (OPN), led the implementation. Today, more than 1,100 Farmacias Arrocha employees are trained to operate Oracle Retail solutions, with the majority working on the store floor. With mobile devices, associates can move about the store to help customers at the point of interest. Retail Customer Engagement also enables the retailer to segment customers so that associates can offer benefits based on purchase history and the active loyalty program.
With the adoption of an omnichannel solution, Farmacias Arrocha implemented electronic invoicing and currently 60,000 customer opted into the service. The retailer also launched gift cards in December 2020 and generated $280,000 (USD) in additional revenue without a dedicated gift card campaign.
With the completion of the Oracle Retail implementation, Farmacias Arrocha continues to evolve its omnichannel journey and plans to better understand customer preferences to create compelling promotions that allow the customer to shop as they like. The next step will be to expand the loyalty program to serve the customer anywhere they wanted to engage with the brand.
“Pharmacies are modernizing their infrastructure to differentiate themselves and provide more buying options for their customers,” said Mike Webster, senior vice president, and general manager, Oracle Retail. “By providing a more centralized view of the customer, Oracle Retail is helping Farmacias Arrocha and its store associates to make better decisions and take action that serves the shopper and keeps them coming back into the store.”