Podruzhka brings strategic pricing approach to Russian drugstore market

Specialty retailer Podruzhka has deployed Oracle Retail Planning and Optimization to engage and grow a loyal customer base with competitive pricing.

With the help of Oracle Partner Network Platinum Partner Veltio, Podruzhka streamlined a pricing process that offered automation, best practices and flexibility to respond to the market demand with Oracle Retail solutions. Podruzhka had previously implemented Oracle Retail Demand Forecasting and Veltio Allocation and Execution solutions which led the retailer to further their investment as they sought to improve the accuracy and agility of their pricing strategy.

Podruzhka is uniquely positioned within the Russian drugstore market with 210 stores catered to providing women with inexpensive personal care products, cosmetics, perfumes, jewelry, accessories and cleaning products. Each Podruzhka store carries up to 15,000 SKUs within a compact 140-180 square meter footprint in residential areas, establishing the drugstore as a local staple.

"In the Oracle Retail 4-Dimensions of Retail research, we discovered that 84% of global consumers say that competitive pricing and promotions first and foremost are the most important aspect of their shopping experience," said Chris James, Vice President EMEA, Oracle Retail. "In Russia, market conditions can change quickly and with Oracle Retail Podruzhka has created ability to manage multiple price zones that appeal to the consumer in the moment of intent."

"With our responsive pricing approach, we hope to increase customer loyalty through competitive pricing and selling opportunities while respecting the financial targets of the company," said Alexander Golubev, IT Director, Podruzhka. "Oracle Retail provided us with an industry rich solution with flexibility and scale. Veltio delivered the implementation on-time and on-budget with a deep understanding our business needs."

"This project was a great milestone for Veltio in the Russian market by highlighting the opportunity of Oracle Retail solutions in regional context. Local market conditions and the crash of the ruble forced Russian retailers to start thinking more about the efficiencies offered by advanced pricing, assortment and supply chain management," said Kostya Prays, EMEA Business Development Director, Veltio. "We are happy to help retailers like Podruzhka leverage this technology to find a competitive advantage."

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