WOOQER: MAKING BUSINESS SOCIAL (A)

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BELINDA KATUMBA T00601640
YUNYI ZHAO T00619273
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MASTULA NAJJUUKO T00599543

MOMOH JOY T00607653

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 Synopsis and discussion
Madura Fashion & Lifestyle is the largest apparel retailer and the top-ranked player in Indian
market. It is both a retailer and wholesaler that is planning to expand 200 more stores to meet its
domestic demand in Indian market. To match with the company’s fast pace development, Madura
has invested heavily in its informational system, and it is the first ever apparel company to
emphasize the informational strategy and implement with the SAP ERP. While expanding,
maintaining consistency was important both for better customer experience and employees
understanding of the company. In addition, despite having successfully implemented the SAP
ERP, it wanted to give each of its store their own space to operate and compete with each other.

Although the company is comparatively ahead of competitors in terms of its information system,
it seems still cannot keep pace with the company’s development. The company requires a more
efficient system to offer pervasive access to its employees and better efficiency to its managers.
Sustainable competitive advantage could be reached by either doing the same things your
competitor is doing but doing it better than them or doing things completely different from your
competitors.

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When the company is eager for technological support from better system and software, Wooqer,

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an Internet service company comes into Madura’s vision. Wooqer is a start-up firm incorporated
in 2009 whose main business is to offer online do-it-yourself platform and up to dated

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information system to Indian retail companies or financial service companies. Wooqer aimed to
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solve two major problems faced by industry these days, they believed that the store staff lacked
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timely access to the information which could help them maintain good customer relations and
taking quick and right decisions. This further gave rise to another information problem regarding
the use of secondary data which could even be ‘approximate’.
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Problems
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Currently, Madura is depending on their own IT department for improvement in their system.
The IT system does not support the current business strategy. It required a diverse workforce say,
5000 employees across 1,000 stores therefore increasing costs and yet competition was also
increasing hence the need to build a scalable model for engaging and managing the diverse
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workforce to increase revenues that will enable expansion as well.

The IT System does not currently support the product offering that changes every season
therefore, the need to fine line the support for Madura’s growing diversity and maintaining a
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consistent brand image with customers since every employee and partner representing a brand
had to poses a consistent understanding of the company, brand and basic product to create a
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superior customer experience. Also, different channels and geographies wished to add their own
flavour to the modules, yet in-person training programs consumed resources, time and had
coverage as well as consistency issues which made it difficult to monitor effectiveness with
remote programs. Furthermore, corporate intranet wasn’t within easy reach as well.
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The establishment of the uniform standard operating procedures (SOP) across all the store
locations was to achieve consistency but very few IT packages enabled SOP implementation and
compliance tracking as it was difficult to incorporate mid-course changes when a company’s
processes evolved making it inefficient to access business information.

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 There was also the need to integrate with backend ERP to update the fabric stock visibility to
facilitate information sharing and support real time collaborations among all stakeholders
therefore enhancing coordination and operational effectiveness leading to customer satisfaction.
In addition, would agents go offline and couldn’t synchronize their data in real time.

Recommendation
Based on analysis of the situation, we recommend that Madura goes ahead to use the Wooqer
system as opposed to sticking to fixing point solutions to IT problems. Madura’s current business
strategy is looking to expand in their domestic market and double their revenue in the next 3
years. In order to support this objective, the company has to have an information strategy that
supports the organizational goals.

Wooqer is a cloud-based system that will support the growth and expansion of the company.
Since the company is planning to expand, it shall need a system that provides for capacity, for
example in terms of data that can be processed. A cloud system such as Wooqer will allow

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Madura to pay for more capacity as needed, as opposed to continuously investing in new
hardware and software with every expansion. The cloud also supports the expansion as it will

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facilitate effective communication between the different managers and staff at different locations.

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Furthermore, as the company is looking to double its revenues in the coming years, cost
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minimization is important. The Wooqer platform does not require the company to invest in more
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hardware, but only has to pay a small monthly subscription fee. Furthermore, some processes
such as getting new hires will potentially be eliminated with the use of Wooqer, thereby reducing
overhead costs for the company. The system also does not require deep knowledge and skills in
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IT, therefore the costs associated with training employees and motivating them to switch to the
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new system will be minimized. Wooqer’s focus on Learning and development division which
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could quickly provide training for new products or seasonal launches.

Madura is operating in a volatile environment, with trends constantly changing, and therefore
there is a need to encourage innovation to stay above the competition. The Wooqer environment
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supports generation and sharing of new ideas across different functional groups, which will
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facilitate innovation of products and services offered. Additionally, the use of this system will
give the company a competitive advantage of other retailers in their market, who use more
traditional systems.
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The sharing of real-time data with Wooqer will greatly improve the decision-making process and
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also allow for more effective monitoring and control. With access to real time information across
the company, it will allow for a consistent understanding of the company and shared point of
view by all employees, which further facilitates the customer experience, as it will be the same
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across the different Madura stores. Since the company was having problems monitoring the
effectiveness of some remote programs, the analytics engine provided by Wooqer will provide
more transparency in this process. These analytics will also allow for data-driven decisions that
give them a competitive edge.

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 Lastly, Wooqer has been tried and tested by other companies and has been effective in facilitating
growth and the retail business. From the outstanding performance Wooqer has achieved with its
early adopter Mom & Me, it has shown a strong capability and potential, which Madura is
starving for. The switch to this system will eventually bring more value to the customers of
Madura through the improvement of their own processes. For example, it will improve
communication with customers through the customer feedback function and a better customer
experience for made-to-measure customers, whose lead time of making their clothes can be
reduced from two weeks through sharing of real-time information about stock availability.

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