12 july 2017
Hoff grows faster than the market thanks to a unified management system of MAYKOR-GMCS based on Microsoft solutions

Hoff, one of the largest and fast-growing furniture chains in Russia, has completed the transition to a single business management platform with the support of MAYKOR-GMCS. The system is based on Microsoft solutions for retail. All components of the centralized management system operate in the Russian public cloud.

As part of the business and IT transformation, together with MAYKOR-GMCS, Hoff has implemented a number of projects over the past few years. To support business dynamics, a new back-office system has been developed on the base of Microsoft Dynamics AX and put into operation. Then it has been a cash management system based on Microsoft Dynamics for Retail. As part of the omnichannel sales development, an automated workstation for call center operators of the retailer has been created on the base of Microsoft Dynamics CRM.

“Hoff demonstrates excellent results for all sales channels. For the first half of 2017, revenue grew by 40%. We continue to increase market share by scaling the multi-format omnichannel business model, focusing on building long-term relationships with customers and improving operational efficiency. And, the unified management system helps us largely, "says Mikhail Kuchment, Vice-President and Co-owner of Hoff.

The centralized back-office system covers 18 hypermarkets, 9 Mini and Home stores, and provides efficient management of procurement, assortment, pricing, external and internal logistics, sales, claim settlement and after-sales service. The back-office system has been integrated with the online store. Today, it employs more than 2500 users. Thanks to the user-friendly interface, personnel has managed to escape serious expenses for training employees to work in the new system.

"The previous back-office system had been highly customized. Together with MAYKOR-GMCS, we have automated from scratch a large part of the retail business processes, procurement and logistics management. A centralized approach to build the system architecture and transfer it to public cloud has enabled a 20% reduction in maintenance costs," says Denis Rudakov, IT Director, Hoff.

With the new loyalty program, which allows buyers to pay for purchases in various ways (including bonuses and gift cards), the retailer has deployed a new POS system. Thus, Hoff has completed the construction of a single ecosystem to support the sales and service processes. "One of the urgent tasks for us, as well as for many retailers, is the renewal of our cash register software. We have implemented the POS system from Microsoft for many reasons: speed, autonomy - the system continues to work fully even with a loss of communications, has a flexibly configurable role-playing interface, centralized management of cashier workstations," adds Denis Rudakov.

The problem of minimizing the average service time during seasonal peak loads has been solved with the call center operator's workstation developed using the standard MAYKOR-GMCS solution. In a single customer data sheet, the operator can see the purchase history, give advice on an order, delivery, use of loyalty card, accumulated points, etc. For outgoing calls, a system has helping scripts to minimize operator errors when informing customers.

"Hoff is one of the most innovative retailers and very interesting to cooperate with. To reduce the implementation time for individual tasks, we have used our standard solutions. For example, it is a cash solution, which allows minimizing the number of necessary modifications and shortening the launch time. Special attention we have paid to the project management – we have evaluated each stage of work and possible risks, together with key users on a regular basis," points Maxim Naumchak, Director of Project Solutions Department, Retail&Cloud Business Unit, MAYKOR-GMCS.

About Hoff

Hoff was founded in 2008 by Alexander Zayonts and Mikhail Kuchment. The first hypermarket was opened in Moscow in April 2009. To date, Hoff, Russian retail chain of furniture and accessories for home, has 27 stores in Russia (Moscow, St. Petersburg, Podolsk, Samara, Voronezh, Rostov-on-Don, Krasnodar, Sochi, Novorossiysk, Yekaterinburg, and Kazan). In detail, its 18 hypermarkets, 4 mini-format stores (Podolsk, Sochi, Novorossiysk, Rostov-on-Don) and 5 Home format stores (Hoff Metropolis, Hoff Kutuzovsky, Hoff Polezhaevskaya, Hoff Afimall and Hoff Columbus in Moscow). The total area of the hypermarket chain is more than 198,000 m². The company also carries out online sales with delivery throughout Russia.

Follow MAYKOR on Linkedin