Deniz Necati Erda
Ecco | Turkey General Manager
“We can keep instant track of revenues of the stores and manage the store expenses easily with Nebim V3.”
Nebim collaborates with many leading companies in the Turkish retail sector. We also had experience with Nebim software prior to Ecco. These factors played an important role for our choosing Nebim. Not only has Nebim a lot of experience in the sector, but Nebim V3 ERP exceeded our expectations.
Ecco is one of the world leaders in innovative comfort shoes. Could you please tell us the story of this brand?
Ecco opened its first two mono-brand stores in Istanbul in March last year and entered the Turkish market with 5 stores as planned. This shoe and leather giant was founded in 1963 in Denmark. Ecco is one of the rare big shoe manufacturers worldwide that establishes and manages all the phases including tanneries, factories and stores. The Ecco company headquarters are in Denmark. This family company is managed by the Kasprzak Toosbuy family. The brand sells more than 21 million shoes worldwide and places a particular emphasis on the Turkish market. Ecco is different from other shoe companies around the world because it owns and controls all the phases of its shoe production. The company is proud of its superior quality and innovative technologies and works on reflecting this quality to the customers. Ecco brand symbolizes style and comfort all around the world and defines its success by saying that “the shoe must follow the foot”. Their successful production philosophy is that “instead of being formed by the foot, the shoe must complement the foot”. Ecco has 5 production sites, more than 1200 mono-brand stores and over 15.000 sales points worldwide and is the second biggest shoe producer in the world. This Scandinavian brand from Denmark has increased the number of its stores to 2.989 worldwide and therefore has 15.000 sales points in 90 countries.
As a brand with 2.989 stores worldwide, could you please tell us how you entered the Turkish market?
We have always seen Turkey with its population over 76 million and an annual shoe market of 200 pair of shoes as the biggest potential among European markets. Our opinion didn’t change after we entered the market. In 2014, we opened 5 Ecco stores in Istanbul as we had planned. Our customers can have our products in our Ecco stores at Istanbul Marmara Forum, Forum Istanbul, Mall of Istanbul with its premium store concept, Özdilek Park and Çekmeköy Metro Garden. We are planning to open 5 more stores in the coming 12 months. Even though only the short period of one year has passed, we are very happy with the interest shown by the Turkish consumers for our high-technology shoes, bags and accessories which we produce completely from our own leather. In the upcoming years, Ecco shall invest significantly in the Turkish retail sector.
How did your paths cross with Nebim?
We were familiar with Nebim from the sector. Nebim collaborates with many leading companies in the Turkish retail sector. We also had experience with Nebim software prior to Ecco. These factors played an important role for our choosing Nebim. Not only has Nebim a lot of experience in the sector, but Nebim V3 ERP exceeded our expectations.
Could you please tell us how Nebim V3 contributes to your business processes?
In general, Nebim V3 ERP accelerated our business processes and it made them more practical. Especially on the store side, as the reporting is easy and effective, we can issue reports for all the stores at the same time and make our decisions faster.
Among the benefits of Nebim V3, I would emphasize the Web Revenue application. With the Web Revenue application, we can access store information, revenue and class information during the day online, therefore we can keep track of revenue movements in all the stores instantly. When we see that a store will be below the revenue target, we can intervene there on time.
In addition to this, the menus regarding the product cards, pricing and campaigns are fast and easy. Very importantly for our imported products, we can include their product cards in our stocks in a practical way and therefore we save many days of effort and a lot of human resources.
Another benefit of Nebim V3 is that we can see the costs of our stores at our headquarters easily. As we can observe the store costs instantly, we can manage the costs of all stores in a fast and easy manner.
Another benefit is that thanks to Nebim V3 Data Warehouse reporting, we can easily generate customized and detailed reports for various analyses. These reports enable us to make fast decisions and to change our decisions quickly according to the results.