Technology crucial to international expansion for Asics
Footwear specialist Asics is using technology as a key plank in its aggressive international expansion that is transforming it from a manufacturer to a fully-fledged retailer with a global brand presence.
By Glynn Davis in Lisbon.
Speaking at the recent Cegid Retail Connection 2011 conference in Lisbon Fernando Pina, director of retail in Europe for Asics, highlighted how the company had two years ago decided to develop the brand through opening stores and that it now had 20 stores in its home market of Japan and 31 international outlets.
These shops are regarded as essential showcases for its brand and the speed with which it has opened them has been made possible by the systems the company has in place. The will be absolutely critical to its success as it continues to grow at a rapid pace around the world.
“The most important element is people and systems. With the [planned] 150 shops we need a well established infrastructure. We think we are in a position to take advantage of the [systems],” he says.
The company uses software from France-based Cegid, and is the technology company’s first non-French business to use its Software as a Service (SaaS) solution. This involves it being charged per month for each Point-of-Sale (PoS) device that it uses within its stores. Among many other benefits SaaS helps it with its financials with the PoS costs going into the profit and loss account of each store.
The choice of Cegid as a technology partner by international retailers such as Asics is becoming commonplace as the IT firm provides services on an increasingly global footing from its growing number of offices in the likes of the US, UK, Italy, Spain, Hong Kong, Tokyo and China.
Cegid has recognised the increasing desire by retailers, especially luxury brands, to embark on global expansion strategies and has sought to provide them with technology solutions that enable them to seamlessly move into new territories. This is in contrast to many IT providers that operate in only their domestic markets.
The company is also on an acquisition trail so it can further broaden its IT offer in each of the regions in which it operates. Patrick Bertrand, chief executive of Cegid, says: “Companies now need a global package, with local aspects, and we partner with big companies in the various markets. We’re also focused on acquisitions abroad of small companies who can deliver localised bespoke applications.”
