Singer consults Oracle to retail sewing machines

  • February 14, 2022
  • Steve Rogerson

Consumer sewing machine provider SVP, owner of the Singer brand, is stitching together a better experience for customers with Oracle Retail.

With consumers spending more time at home during the pandemic, SVP saw a surge in sales for its household Singer, Husqvarna Viking and Pfaff sewing machines. To ensure consumers had a better experience when they returned to its 171 stores, SVP upgraded to the latest Oracle PoS and retail customer relationship management (CRM) systems. The upgrade was led by Oracle Retail Consulting.

“Our brand’s commitment is to inspire and delight our creative customers around the world,” said Kevin Blanchard, chief information officer at Tennessee-based SVP Worldwide. “By bringing agility to the customer experience, we can deliver a more fulfilling shopping experience in our stores. From an operational point of view, this project allows us to incorporate the needs of our store associates while lowering support and hardware costs.”

By upgrading to the latest version of Oracle Retail Xstore Point-of-Service, SVP can better connect with its in-store shoppers. For example, SVP associates can now use their mobile devices to step away from the fixed cash register to work with the customers and provide a deeper level of service.

Having a complete view of the customer’s history and preferences through Oracle Retail Customer Engagement helps staff better engage with shoppers and fuel marketing efforts to offer a more personalised approach for gift cards and promotions for new and existing loyalty programme members.

“Continual innovation in our omnichannel retail portfolio combined with the deep knowledge of our consulting group is a winning combination for retailers like SVP Worldwide,” said Mike Webster, senior vice president at Texas-based Oracle Retail. “For a specialised craft, such as sewing, it’s so important to have knowledgeable associates that can really get in and help customers anywhere in the store. With the latest versions of Oracle Retail technology, SVP Worldwide will be able to give customers that highly-personal experience they are looking for.”

Oracle provides retailers with an integrated suite of business applications, cloud services and hardware. Fashion, grocery and specialty retailers use Oracle to anticipate market changes, simplify operations and inspire authentic brand interactions.

SVP Worldwide, is the world’s largest consumer sewing machine company, accounting for approximately one out of every three sewing machines sold globally. The Singer, Viking and Pfaff brands each have a distinct heritage and following globally. With global corporate headquarters near Nashville, the company also has 171 retail stores in 36 US states and numerous service centres from coast to coast. Internationally, it has regional headquarters and commercial offices in Italy and Mexico. It reaches consumers in more than 180 countries on five continents.

Additionally, SVP operates manufacturing facilities across Asia and Latin America, multiple R&D centres, a software development centre in Europe, and a global supply chain with distribution centres in all regions. The products are sold across a network of sewing machine dealers, mass retailers, online retailers, specialty retailers, distributors and the company’s 180 internally-operated retail stores.