CRM

CRM
IN
RETAIL INDUSTRY
Presented by :
Akhil Awasthi (15003) Leena Sharma (15010) Maninder(15022) Sumit Dhadwal(15033)
WHAT IS RETAILING ?
Retailing is a distribution channel function, where one organization buys products from supplying firms or manufactures products themselves, and then sells these directly to consumers. The Indian Retail Market is one of the top five retail markets in the world. It accounts to 14-15 percent of GDP. 51 % FDI is allowed under multi-brand.
RETAIL SECTOR DIVISION

RETAIL
UNORGANISED
ORGANISED
CRM and its Types

Customer relationship management (CRM) is a model for managing a companys interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. The following are the two types of CRM: Operational CRM Analytical CRM
Customer relationship management in retail industry

In earlier times : Less Competition As competition increased, customer retention programs began to be formulated. 80-20 Rule (pareto principle). Thus CRM became significant. Major Indian Players : Reliance , Aditya Birla Group (Big Bazaar), TATA etc. MNC : Wal-Mart, Carrefour, Tesco etc
Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mr. Mukesh Ambani. Reliance plans to invest in excess of 250 billion in the next 4 years in their retail division. The company already has 453 Reliance Fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products.
CRM @ RELIANCE
Customer loyalty
Customer retention
Customer communication
Customer satisfaction
Customer Loyalty
Reliance one membership
Customer retention
Discounts and offers: varies with different zones Clean and hygienic environment Repetition of offers Sales promotion
TYPE Premium and gifts MODE E.G : A pickle Set (set of 4) is free with a purchase of 999/Distribution of sample for testing in the store and with certain products. BUY ONE GET ONE FREE BUY X GET Y
Distributing samples
Offers
Customer Communication
In the form of SMS or E-mails Organizing special events
TYPE SOCIAL EVENT MODE tie up with COLGATE for their ORAL HEALTH MONTH, OCTOBER 2010 with the mission ZERO TOOTH DECAY RELIANCE fresh facilitated a store tour to the students of play school in nearby society which makes easier the learning process with fun and practical exposure.
STORE TOUR
Customer Satisfaction
Product mix and Quality Trained salesperson Saying Thank You with a
Schemes and Promotional Offers
Problems being faced

Personal Contact Numbers leaked Policies less followed in small towns
Delay in processing of membership cards

Long queues at the billing counters Customer care associates unaware of the promotions
Measures to be taken
Keeping the numbers personal
Educating the customer associates about the promotions in store
Reduce the process time of the membership cards
Number of billing counters increase
Developing promotional policies for small towns as well.
ABOUT
HYPERMARKET CHAIN OF DEPARTMENTAL STORES
outlets Parent Group Founder Founded Headquarter Industry Tag line
214 stores across 90 cities Future Group Kishore Biyani 2001 Mumbai Retail ISSE SASTA AUR ACCHA KAHI NAHI!
CRM @ BIG BAZAAR

Database is formed with the issue of future card
Customer profitability analysis (CPA)
Differentiate customers in terms of their needs and value to the company
Interaction with individual customers
FUTURE CARD
This credit card will offer reward points to customers who shop at the Future Group's retail outlets (Pantaloons, Central, Big Bazaar and Food Bazaar) or at any other store. Four loyalty points will be given for every Rs. 100 spent at Future Group's retail stores while other purchases will earn 1 loyalty point per Rs. 200 spent.
1) Specially designed for women 2)Rs 250 redeemed on purchase of Rs 500 or more
1) 6 reward points on every Rs 100 spent on Big Bazaar 2) 1 reward point on non Big Bazaar purchases for every 200 spent. 3) Voucher of Rs 250 redeemed against purchase of Rs 500 or more on any Big Bazaar outlet.
1) 4 reward points on every Rs 100 spent on Big Bazaar 2) 1 reward point on non Big Bazaar purchases for every 200 spent. 3) Voucher of Rs 250 redeemed against purchase of Rs 500 or more on any Big Bazaar outlet.
3) 4 reward points on every Rs 100 spent

4) 1kg sugar free for every month for one year. 5)Exclusive offers for card holders from time to time. 6) Special payment counters for these card holders
4) Comprehensive travel benefits
Customer profitability Analysis

Platinum Customers (most profitable )
GOLD CUSTOMERS
(profitable)
IRON CUSTOMERS
LEAD CUSTOMERS (unprofitable and undesirable)
(low profitability but desirable)
Differentiating Customers
On the basis of : Customers needs Their value to the company
Interaction
Interact with the customers to improve the knowledge about individual needs and to build stronger relationships.
Schemes and Promotional Events
Analysis of CRM at big bazaar

Periodic surveys Customer Loss Rate
ANALYSIS
Monitor Competitive Performances
Mystery Shoppers
Complaint Handling Procedure
3. Acknowledging 2. Investigating 1. Screening and Logging
4. Formulating a Solution
5. Responding
6. Follow Up
KAPSONS
KAPSONS is a retail chain for multi brands. * KAPSONS is a brainchild of Vipan Kapoor and Darpan Kapoor, which was started in 1989 at Chandigarh with an idea of retailing readymade garments. * KAPSONS is a Retail one stop shop for all international and national brands in North India. * KAPSONS has the distribution rights for many renowned and luxury brands like GAS, CK, GANT, FCUK, SISLEY, U.C.B., PUMA, LEVIS, LEE,WRANGLER, TOMMY HILFIGER AND MANY MORE
BENEFITS FOR ROYALE CLUB MEMBERS IN KAPSONS

* Bonus Discounts on Purchases. * Fashion Alert via E-mail and SMS. * VIP Sales Invitations. * First to know about New Promotion. * First to know about New Offers & Activities.
KAPSONS CONTRIBUTION TOWARD SOCIETY AND THEIR EMPLOYEES
Challenges of CRM
Managing customer data so that there is optimal visibility for profiles, communications, services and analytics. Tracking request, queries, feedback, complaints and surveys from customers across multiple geographies. Centralized data on stores and their specific campaigns. Calculating marketing ROI and related reports for analysing critical data. Acquisition management for franchisees. Keeping track of suppliers and purchase orders
Advantages & Disadvantages of CRM

ADVANTAGES
Increase relationships with clients
Increase of sales possible Better Communication channels Create detailed profile New Selling opportunities Provide Better Customer Service
DISADVANTAGES
Costs High for Small companies Requires continuous maintenance and updation of information Difficult to integrate with other MIS Training cost increase
CONCLUSION
CRM has become a key element in the modern marketing world in recent years. Across the world, companies of various sizes have adopted and implemented CRMS systems to help in establishing a competitive business. It is important for CRM processes to be implemented across all departments of a business, especially the sales and marketing ones which forms the core focus. The social bond that an organization creates between itself and its customers is the foundation of the relationship that could result in long-term benefits to both parties. A complete CRM system is a combination of each of these types of relationship strategies: value-added incentives, emotional bonding, an interactive dialog, customized and personalized treatment, and an eye towards the ethics of the situation.
THANK YOU !
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CRM

RETAIL SECTOR DIVISION

CRM and its Types

Customer relationship management in retail industry

Schemes and Promotional Offers

Problems being faced

Delay in processing of membership cards

Educating the customer associates about the promotions in store

Reduce the process time of the membership cards

Number of billing counters increase

Developing promotional policies for small towns as well.

HYPERMARKET CHAIN OF DEPARTMENTAL STORES

outlets Parent Group Founder Founded Headquarter Industry Tag line

CRM @ BIG BAZAAR

Customer profitability analysis (CPA)

Differentiate customers in terms of their needs and value to the company

Interaction with individual customers

3) 4 reward points on every Rs 100 spent

4) Comprehensive travel benefits

Customer profitability Analysis

LEAD CUSTOMERS (unprofitable and undesirable)

(low profitability but desirable)

Schemes and Promotional Events

Analysis of CRM at big bazaar

Complaint Handling Procedure

3. Acknowledging 2. Investigating 1. Screening and Logging

BENEFITS FOR ROYALE CLUB MEMBERS IN KAPSONS

KAPSONS CONTRIBUTION TOWARD SOCIETY AND THEIR EMPLOYEES

Advantages & Disadvantages of CRM

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