Rico OÜ: ”Our product range in Selver doubled”

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Rico OÜ: ”Our product range in Selver doubled”

“Making an offer has become 10 times faster and filling the tables no longer feels like an annoying task thanks to Telema PDS,” says Reimo Nebokat, board member of Rico OÜ.

Rico OÜ’s product range consists of approximately 200 different articles, 180 of which are in the active assortment of various stores. “The largest selection of our Amii candles can be found in Apollo stores, but our product range is renewed and expands every year,” adds Nebokat. Constantly growing and changing assortment is just one of the reasons why Rico OÜ has decided to use Telema PDS solution in offering their products to retail chains and large customers.


No room for errors

As for many other manufacturers, the busiest time for Rico is Christmas. “We prepare various offers for retail chains and large customers all over Estonia. As the holidays approach, seasonal and campaign offers are added to the permanent assortment offers. From the stores’ perspective, all these products fall into different categories. On top of it – the deadlines for different offers close within a very short time gap,” explains Nebokat.

“During a few weeks we need to submit 10-15 campaign offers. Each customer has their own requirements in terms of forms and different products in the assortment. “Even an employee with outstanding Excel skills can make mistakes using the copy-paste method, either in the barcode, minimum quantity or, worse, in the price of the product,” says Nebokat, bringing out some of the pains.

Before, the mistakes in offers were discovered only after receiving the first purchase order from the store. “But then it’s already too late to make changes, because sales are planned for a specific time period and the requirements for order fulfillment are fixed in the contracts. When we assemble orders, there is no room for mistakes.”


Becoming competitive by optimizing

Rico OÜ, a family business from Haapsalu, has managed to significantly increase its market share in just a few years. Today, their products are available in more than 100 stores across Estonia. One of the keys to their success is ongoing optimization of processes and the use of best practices.

“For a new business it is very difficult to compete on prices, as the production costs and cost of goods are high. This is why we decided to invest in quality and efficiency right from the start. We started producing premium class candles and wanted to implement best practices to optimize work processes,” he continues to describe the early days of the company.

The implementation process of Telema PDS for a small business is easy. “We wanted to use the best practice in product data management. It may seem like an overkill for a small company, but has played in fact a crucial role in the background. Constant automation has removed all obstacles to our growth and entering new retail chains.”


Recommended by Prisma

Rico OÜ was introduced to Telema services thanks to a recommendation from retail chain Prisma. “It was clear that if retail chains use this system, we should implement Telema solutions as well. For us Telema’s biggest advantage is their wide network. Thousands of stores and suppliers already use Telema’s solutions, and the most convenient was to catch the already moving train,” Nebokat explains.

The time saved thanks to the consistent product data (measurements, descriptions, packaging) and convenient product data management are the main benefits Nebokat points out about Telema PDS. “Thanks to Telema PDS, we don’t miss any offers during the off-season. Making an assortment offer has become 10 times faster and filling the tables no longer feels like an annoying task. Feeling confident about the accuracy of data we can make faster and bolder offers.”


Product range in Selver doubled

In addition to saving time, Rico feels the positive effect of Telema PDS solution on turnover growth. Nebokat comments: ”We believe that we were able to double our product range in Selver’s Christmas assortment because of Telema PDS solution’s convenience and error-free offers!”


Logical and reliable

As Telema’s advantages, Nebokat points out pleasant customer communication and a wide range of offered solutions. “Telema’s products and services are very easy for the customer to understand. Logical and at the same time reliable, which is especially important when working with a large amount of data. Telema’s customer service is also very attentive and sincere. I don’t remember a single time when a question was left unsolved.” In addition to Telema PDS solution, the company also uses Telema EDI Supplier solution to receive orders from retail chains.


About Rico OÜ

Rico OÜ is a family business from Haapsalu manufacturing handcrafted scented candles and aroma waxes under the brand Amii. Rico OÜ’s product range includes approximately 200 different articles. The company has a total of 6 employees and they use Merit Tarkvara as their ERP. During 2022, Rico OÜ exchanged more than 1,800 electronic documents with 100 partners.


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