Dixons Retail Positioned for Success with SAP

Leading Electrical Retailer Moves from Legacy Environment to Integrated Retail Solution

Feltham, UKSAP UK & Ireland today announced that Dixons Retail, one of Europe’s leading specialist electrical retailers, is overhauling its business processes by replacing all of its core systems with SAP. Already live with SAP® ERP Financials, the retailer is now pushing ahead with the other SAP for Retail modules including order management, supply chain and pricing.

Dixons Retail was running on a legacy environment which was becoming increasingly costly in terms of maintenance and support. In an effort to drive these costs down, improve business processes, become more innovative and agile and to improve customer service, Dixons Retail decided to look for a new software solution. After a thorough selection process looking at all of the main software vendors, as well as best of breed retail vendors, SAP was chosen because of the architecture and fit of the solutions as well as the quality and knowledge of the team.

“We are effectively putting SAP at the heart of our business. With this implementation we expect to have better access to accurate information and to have more efficient, automated processes in place. This will allow us to put more time and people resource into making the shopping experience easier and more enjoyable for our customers, which is ultimately the main goal. We also expect to build on our existing supplier relationships as a result of implementing better processes,” said Phil Greenwood, Group IT Director, Dixons Retail.

Greenwood continued, “The SAP® ERP Financials go-live went well and we are now focused on ensuring the rest of the project is a success. Looking ahead we will also be looking at implementing a new customer relationship management solution, as well as using SAP for our other retail markets outside of the UK.”

Darryl Owen, Head of Business Development for Retail, SAP EMEA commented; “We are delighted that Dixons Retail has chosen SAP to be a long term strategic partner. This is a successful retail organization that has been servicing customers for many years so it’s exciting to see the company looking at using IT to drive the business forward to both empower employees and provide a better service for customers.”

About SAP
SAP is the world’s leading provider of enterprise application software, offering solutions that enable companies of all sizes and in more than 25 industries to become best-run businesses. With more than 105,000 customers in over 120 countries, the company is listed on several exchanges, including the Frankfurt stock exchange and NYSE, under the symbol “SAP.” For more information, visit www.sap.com.

(*) SAP defines business software as comprising enterprise resource planning, business intelligence, and related applications.

Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as “anticipate,” “believe,” “estimate,” “expect,” “forecast,” “intend,” “may,” “plan,” “project,” “predict,” “should” and “will” and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. The factors that could affect SAP’s future financial results are discussed more fully in SAP’s filings with the U.S. Securities and Exchange Commission (“SEC”), including SAP’s most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

Copyright © 2010 SAP AG. All rights reserved.
SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. in the United States and in other countries. Sybase and Adaptive Server Enterprise, iAnywhere, Sybase 365, SQL Anywhere and other Sybase products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Sybase, Inc. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.

Note to editors:
To preview and download broadcast-standard stock footage and press photos digitally, please visit www.sap.com/photos. On this platform, you can find high resolution material for your media channels. To view video stories on diverse topics, visit www.sap-tv.com. From this site, you can embed videos into your own Web pages, share video via e-mail links and subscribe to RSS feeds from SAP TV.
Follow SAP on Twitter at @sapnews.

For customers interested in learning more about SAP products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-1SAP (1-800-872-1727)

For more information, press only:
Molly McDonagh, UKI PR Manager, SAP, molly.mcdonagh@sap.com / +44 (0)7966 975 287