The document discusses CRM (customer relationship management) in the retail industry in India. It provides an overview of the retail industry in India, defining organized and unorganized retail. It then defines CRM and discusses the CRM cycle. Examples are given of how major retailers like Reliance and Big Bazaar implement CRM strategies like customer loyalty programs, retention efforts, communication, satisfaction surveys and analysis to improve customer service and increase sales. The advantages and disadvantages of CRM for retailers are also summarized.

1. By;
1) Palak Patel
2) Shrikant Rana

2. CRM IN RETAIL

3. Overview of Retail
5th largest in the world
GDP- 14%- 15%
Organized retail stores- 6%
Unorganized retail stores- 94%
Example of organized stores- Reliance, Big
Bazaar, Pantaloons, Shopper Stop etc…
Example of unorganized stores- Kirana
shop, Paan shop, etc…

4. What is CRM?
Information industry.
Methodologies, software & websites
Manage Customer Relationships
Organized in Efficient manner

5. CRM CYCLE

6. Advantages…
Increase relationship with clients
Increase the sales
Reduction of sale cycle
Better communication channels
Create detailed profile
New selling opportunities
Provide better customer service

7. Disadvantages…
Small companies- not possible
High cost
Requires continues Maintenance, Up
Gradation of info.
Difficult to integrate with other MIS
Training cost increases

8. CRM @ Reliance Retail
CUSTOMER LOYALTY
CUSTOMER RETENTION
CUSTOMER COMMUNICATION
CUSTOMER SATISFACTION
CUSTOMER GRATIFICATION

9. Customer Loyalty
Reliance one Membership
Get Redeemable points
Opportunity of getting 4 different
insurance

10. Customer Retention
Zonal level
Offers & Discounts
Repeated, if it works with
products

11. Customer Communication
Forms of SMS or email (members
only)
Organized special events
Thank you & festive cards

12. Customer Gratification
Trained salesperson
Thank you with smile
Gifts & discounts coupons

13. 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

14. Analysis of CRM
 Four types of analysis done :-
Periodic Surveys
Customer loss rate
Mystery Shoppers
Monitor Competitive performance

15. 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

16. CUSTOMER COMMUNICATION

17. Customer Perceived Value (CPV)
 Is calculated by the retail store in order to asses the
cost and benefits received & give to the buyers.

18. CRM as a Solution for Retail
Helps increase wallet-share by brand building and trade
promotion to maximize product sales using performance
details, profiling information plus transaction and
feedback data.
Enables servicing customer needs and complaints
across channels using a single system to prevent
information leaks.

19. THANK YOU…