‘SILOED LEGACY SYSTEMS NO LONGER WORK'
Point of Purchase|June 2020
If the increased role of technology had already become inevitable in retail in the last few years, Covid-19 has only intensified further the need for technology integration into retail operation and experience. This has seen the entry of many technology players into the retail eco-system. Retail technology company Ace Turtle has a platform that can integrate with multiple retail systems, provide single and uniform data and inventory across channels, and manage the entire retail process, from product discovery to purchase and fulfillment. Berry Singh, COO, Ace Turtle, in interaction with Point of Purchase, talks about how such technology solutions can help retailers ensure seamless backend and front-end functioning, and reiterates the importance of integrating digital with all aspects of retail operations.
N Jayalakshmi

Can you first take us through your proprietary solutions and their retail applications?

We approach omnichannel implementation by providing a Unified Commerce Platform – Rubicon, which allows inventory from multiple stock points to be sold across all digital demand channels (websites, marketplaces, social commerce, etc.); orders from any of these digital channels can be fulfilled from any stock points (stores or warehouses). We have also introduced the Contactless Commerce platform which enables customers to shop seamlessly at the store while sitting at the comfort of their home on WhatsApp.

How did this solution emerge? And what pain points does it specifically address as far as retailers are concerned?

The dynamics of retail has changed over the last few years. Customers are fast evolving which means that they are looking at discovery and purchase of the products on the channel of their choice and convenience, which means a truly omnichannel journey. However, brands use multiple systems such as Webstore software, marketplace software, in-store mobility tech, Catalogue Management Tool (Product Information Management) which are siloed, disconnected, and uncoordinated. Disparate systems increase complexity and decrease flexibility to respond to market dynamics which are changing fast under the current circumstances. Hence the need for a single unified commerce platform like ours.

What’s the profile of your clientele?

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