With Oracle CRM, Carulla's Online Orders Are 600%

Larger Than In-Store Orders

"We have around 10,000 items per store, so we had to look for a big software platform that could do this
work. Oracle was the right fit for this job. "
Rodrigo Villamil, General Manager of Carulla Telleva S.A.



Key Benefits
Online orders are 600
percent larger than in-
store orders
The volume of phone and
Web orders has
increased more than 400
percent in the last year
6-month implementation
time in comparison to 18
months for Carulla's
competitor
New revenue streams
created from partner
advertising on the Web
storefront
Increased customer
satisfaction based on
improved customer
intelligence
Oracle Products & Services
Oracle iStore
Oracle TeleSales
Oracle Scripting
Oracle TeleService
Oracle Discoverer
Corporate Profile
Carulla
Bogot, Colombia
www.carulla.com

Carulla, a Colombian
supermarket and
Creating New Sales Channels
Carulla, the second largest grocery chain in Colombia, wanted to boost
its revenue by increasing its number of selling channels. The company
was eager to go beyond its brick and mortar presence by selling
groceries and pharmacy items over the telephone and the Web.
To support this approach, Carulla needed to open a call center and
develop an order system on the Web. Carulla knew that Oracle had the
applications Oracle Interaction Center products and iStore and the
expertise needed to help Carulla convert to an e-business.
High-Level Project Goals
Why Oracle?
Oracle provided the applications, the out-of-the box integration, and the
scalability that Carulla needed. "We have around 10,000 items per store,
so we had to look for a big software platform that could do this work.
Oracle was the right fit for this job," says Rodrigo Villamil, general
manager of Carulla Telleva S.A. As the second grocery chain in
Colombia to go online, Carulla was eager to implement quickly, and
Oracle iStore enabled a six-month implementation. In comparison,
Carulla's competitor had taken a year and half to go live online.
Online Success Without Reinventing Retail
Carulla began by implementing iStore, naming its new site telleva.com,
and creating an interaction center supported in part by Oracle's
applications. Carulla asked Oracle to create a new look and functionality
for its Web site because it understood that, as the company evolved into
an e-business, the site would become the company's principal face to its
customers.

Using telleva.com, shoppers in Carulla's highest volume cities and areas
can place an order and receive delivery within four to six hours. Carulla
Increase revenue
Capture the "convenience market"
Increase customer satisfaction
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pharmaceutical chain, is
part of the second-largest
retail group in the country
and the 12th-largest
company in Colombia.
Carulla currently operates
approximately 130 stores.
Industry
Consumer
Geography
Americas

Annual Revenue
$400 million
attributes its 600 percent larger online orders to the ease of its iStore
interface. The time involved in collecting multiple items in a store is a
disincentive, but the speed of the Web site encourages buyers to add
more products to their deliveries.
The volume of both Carulla's phone and Web orders has increased more
than 400 percent over the last year. As another benefit, telleva.com
provides revenue from partner advertising on the site.
Additionally with Discoverer, Carulla is able to gather valuable customer
intelligence from iStore. Based on regional, time, and customer profile
information, Carulla can create highly targeted advertising and
promotions to increase sales.

Why has Carulla succeeded where Webvan failed in the US? "We didn't
reinvent the retailing industry. Webvan was trying to do that," Villamil
comments. "We customized the service to our traditional business. We
didn't have to make a lot of investment to put the operation in place."
Future Plans
Carulla's next step is to expand its Web service to five other cities in
Colombia through Vivero, one of the supermarket chains it owns. The
company is positioned to expand to other countries in South America as
its acquisition of additional retail locations continues.
Carulla is the only supermarket chain in Colombia with a loyalty program.
This popular program has over two million members and produces
approximately 2,500 calls per day from customers asking about their
point totals, upcoming promotions, and other topics. To provide
enhanced online shopping and drive customers to the Web, Carulla
plans to link its loyalty program to its Web order service. After shoppers
have purchased items in the store, they will receive an e-mail offering to
create an online shopping list. "The shopping list is transmitted to iStore
automatically, so you don't have to spend time entering items on the
Web all the items you want are put into your cart," explains Villamil.
Furthermore, Carulla is implementing Oracle TeleService to support its
telephone order service. Agents will be able to search inventory and
respond more quickly, increasing productivity. All customer service
issues arising from Carulla's phone and Web service and its 130 stores
will be also be handled by TeleService increasing efficiency and
improving customer satisfaction.

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