Getting error while downloading frimware to ROM

Hello Dialog Team,

Am trying to flash the HCI app(target apps) firmware through eeprom programmer using the smart snippet tool box(JTAG interface). But see that connect succeeds and the rest of the operation s (Read32KB / Erase / Burn) fails.
Details:
File to download: path to hci_585.hex
Offset in EEPROM: 00000
EEPROM Mem size: 20000

Logs:
Post connect:
[INFO General @17-11-13 13:39:53] BTLE device selected.
[INFO EEPROM @17-11-13 13:40:10] Header records have been removed from hex file hci_585.hex.
[INFO EEPROM @17-11-13 13:40:10] Read 10580 bytes from file hci_585.hex.
[INFO EEPROM @17-11-13 13:40:15] Found SWD-DP with ID 0x0BB11477
[INFO EEPROM @17-11-13 13:40:15] FPUnit: 4 code (BP) slots and 0 literal slots
[INFO EEPROM @17-11-13 13:40:15] Found Cortex-M0 r0p0, Little endian.
[INFO EEPROM @17-11-13 13:40:15] Firmware File C:\DiaSemi\SmartSnippetsStudio\Toolbox\common_resources\jtag_programmer_585.bin has been selected for downloading.
[INFO EEPROM @17-11-13 13:40:16] Successfully downloaded firmware file to the board.
[INFO EEPROM @17-11-13 13:40:16] Successfully configured I2C Eeprom ports and pins.

Read 32KB:
[INFO EEPROM @17-11-13 13:40:36] Started reading 32768 bytes from memory.
[ERROR EEPROM @17-11-13 13:40:42] Failed reading memory.

And from the DA14585 Product brief document see that following memories are available.
My requirement is that we don't want to use the OTP, as for development purposes we will have to change the fw configurations / or use different applications. Also, in case of using the SRAM, everytime we will have to download the firmware on power reset. So, how do we use the EEPROM or the 128 kB ROM mentioned below.

Memories
- 64 kB One-Time-Programmable (OTP) memory
- 96 kB Data/Retention SRAM
- 128 kB ROM Operating System and protocol stack

Thanks,
Nitish