SERVICE MARKETING 09-11   1
CRM IN RETAIL




SERVICE MARKETING 09-11       2
Overview - Retail
 5 th largest in t he world
 Account s 3 5% of GDP
 Organiz ed Ret ail – 4% (20 0 8)
 Tradit ional t...
What is CRM?

 Informat ion ind ust r y

 Met hodologies, soft ware & int ernet capabilit ies

 Manage cust o mer r ela...
SERVICE MARKETING 09-11   5
Advantages & Disadvantages – CRM
          Advantages                        Disadvantages
 Increase      relationships  ...
SERVICE MARKETING 09-11   7
CRM @ Reliance Retail

   Customer Loyalty



      Customer Retention



      Customer Communication



   Customer Sati...
Contd…

 C u st ome r L o y a l t y

R e l i a n c e o n e m e m b e r s h i p

G e t s 1 r e d e e m a b l e p o i n t...
Contd…

 C u st ome r R e t e nti on

Z o n a l L e v e l

O f f e r s & D i s c o u n t s

R e p e a t e d , i f i t ...
Contd…

 C u st ome r C o mmuni cat i on

 Form of SMS or Email (reliance one members)

O r g a n i z i n g s p e c i a...
Contd…

 C u st ome r G r at i f i cat i on

T r a i n e d S a l e s p e r s o n

T h a n k y o u w i t h 

G i f t s...
Problems Faced

Personal contact numbers



Policy less followed in small towns



Common policy for Reliance Fresh & Mart...
Measures Taken

                   Timings to
                      call


  Number of
    billing                        ...
SERVICE MARKETING 09-11   15
CRM @Big Bazar
 Database is formed through the issue of future card



        Customer profitability analysis (CPA)


 Di...
Analysis of CRM

 F o u r t y p e o f a n a l y si s d o n e :

P e r i o d i c S u r v e y s

C u s t o m e r L o s s ...
Complaint Handling Procedures

   Screening And Logging

   Investigating

   Acknowledging

   Formulating A Solution

  ...
Customer Satisfaction through
               Service…
 Problems identification

 Managing customers

 Effective communi...
CUSTOMER COMMUNICATION




 20% of its top line customers provide 80% of its revenues in a
                              ...
CUSTOMER PERCIEVED VALUE
           (CPV)
 Is calculated by the retail store in order to asses
  the costs and benefits r...
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Crm in retail

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Reliance Mart & Big Baazar Examples of CRM!!!

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Transcript of "Crm in retail"

  1. 1. SERVICE MARKETING 09-11 1
  2. 2. CRM IN RETAIL SERVICE MARKETING 09-11 2
  3. 3. Overview - Retail  5 th largest in t he world  Account s 3 5% of GDP  Organiz ed Ret ail – 4% (20 0 8)  Tradit ional t o Shopping Malls  Ma jor P layers – Reliance, Adit ya Birla Group, T A T A , K. Raheja & Gr o up, et c.  Ent ry o f MNC - Walmart , Carrefour, Cost co Wholesale SERVICE MARKETING 09-11 3
  4. 4. What is CRM?  Informat ion ind ust r y  Met hodologies, soft ware & int ernet capabilit ies  Manage cust o mer r elat io nsh ips  O rganiz ed & efficient manner SERVICE MARKETING 09-11 4
  5. 5. SERVICE MARKETING 09-11 5
  6. 6. Advantages & Disadvantages – CRM Advantages Disadvantages  Increase relationships  High Costs with clients  Small Companies – not  Increase of sales possible  Reduction of sale cycle  Requires continuous  Better Communication maintenance, updation of channels information  Create detailed profile  Difficult to integrate with other MIS  New Selling opportunities  Training cost increase  Provide Better Customer Service SERVICE MARKETING 09-11 6
  7. 7. SERVICE MARKETING 09-11 7
  8. 8. CRM @ Reliance Retail Customer Loyalty Customer Retention Customer Communication Customer Satisfaction SERVICE MARKETING 09-11 8
  9. 9. Contd…  C u st ome r L o y a l t y R e l i a n c e o n e m e m b e r s h i p G e t s 1 r e d e e m a b l e p o i n t s O p p o r t u n i t y o f g e t t i n g 4 d i f f e r e n t i n s u r a n c e SERVICE MARKETING 09-11 9
  10. 10. Contd…  C u st ome r R e t e nti on Z o n a l L e v e l O f f e r s & D i s c o u n t s R e p e a t e d , i f i t w o r k s w i t h p r o d u c t s SERVICE MARKETING 09-11 10
  11. 11. Contd…  C u st ome r C o mmuni cat i on  Form of SMS or Email (reliance one members) O r g a n i z i n g s p e c i a l e v e n t s T h a n k y o u & F e s t i v e c a r d s SERVICE MARKETING 09-11 11
  12. 12. Contd…  C u st ome r G r at i f i cat i on T r a i n e d S a l e s p e r s o n T h a n k y o u w i t h  G i f t s & D i s c o u n t c o u p o n s SERVICE MARKETING 09-11 12
  13. 13. Problems Faced Personal contact numbers Policy less followed in small towns Common policy for Reliance Fresh & Mart Delay in processing of membership cards Long queues @ billing counters SERVICE MARKETING 09-11 13
  14. 14. Measures Taken Timings to call Number of billing Inform counters through sms increased More new Change technology can policy of be adopted. both stores SERVICE MARKETING 09-11 14
  15. 15. SERVICE MARKETING 09-11 15
  16. 16. CRM @Big Bazar Database is formed through the issue of future card Customer profitability analysis (CPA) Differentiate customers in terms of their need and value to company Interact with individual customers SERVICE MARKETING 09-11 16
  17. 17. Analysis of CRM  F o u r t y p e o f a n a l y si s d o n e : P e r i o d i c S u r v e y s C u s t o m e r L o s s R a t e M y s t e r y S h o p p e r s M o n i t o r C o m p e t i t i v e P e r f o r m a n c e SERVICE MARKETING 09-11 17
  18. 18. Complaint Handling Procedures Screening And Logging Investigating Acknowledging Formulating A Solution Responding Following-Up SERVICE MARKETING 09-11 18
  19. 19. Customer Satisfaction through Service…  Problems identification  Managing customers  Effective communication  Analyzing customer perceptions  Managing service behaviors  Dealing with long-term consequences  Negotiating solutions  Generating an action plan SERVICE MARKETING 09-11 19
  20. 20. CUSTOMER COMMUNICATION  20% of its top line customers provide 80% of its revenues in a year SERVICE MARKETING 09-11 20
  21. 21. CUSTOMER PERCIEVED VALUE (CPV)  Is calculated by the retail store in order to asses the costs and benefits received & give to the buyers. SERVICE MARKETING 09-11 21

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