CRM at PANTALOONS

Presented by:

Group 7

Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons Fresh Fashion !

Customer Relationship Magic at PANTALOONS

Our Special Thanks To….

• We express our sincere gratitude to our mentor Prof. S.K MUKHERJEE for his valuable guidance for successful completion of the project.

• We are also thankful to Mr. Sunny Yadav ( Store Manager of Pantaloons, Shipra Mall) & Mr. Devesh Gupta( Department Manager) for devoting their previous time in giving us the required information on CRM .

Introduction

• Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business houses with multiple businesses spanning across the consumption space.

• Retail forms the core business activity of Future Group

• The company’s leading formats include – -Pantaloons, a chain of fashion outlets,  -Big Bazaar, a uniquely Indian hypermarket chain, -Food Bazaar, a supermarket chain

• The company also operates an online portal, futurebazaar.com

Pantaloons…..

“Fashion is all about the now. Why, then should people not see a fresh look every time they walk into a Pantaloons store? That is the thought behind 'Fresh Fashion'. An idea that has captured the imagination of young India. With a focus on the youth of today, Pantaloons offers trends and fashion that defines the hopes and aspirations of this demography”

About Pantaloons

• Flagship enterprise, Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market

• Pantaloons, a part of Pantaloon Retail (I) Ltd., is among India’s largest chains of fashion stores, with 45 stores across over 24 cities

• In north zone there are total 12 stores and they wish to make it 100 by the end of 2010 all over India

• Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally

• It is the most profitable and revenue generating company of future group

Why CRM?

• Want to focus both on acquisition & Retention

• To convert daily footfalls into loyal customers

• Extraordinary service and customer satisfaction

• Increase customer share

CRM at Pantaloons

• In Future Group only Pantaloons is following Customer Loyalty Program

• CRM is practiced through the “GREEN CARD” program

• Green Card loyalty program contributes approx. 55% in profitability of Pantaloons across country

• Pantaloons maintains a customer database of 21 lakhs across India

• Software used is the ‘Customer Loyalty Program’

• Informing the Customer about the loyalty program• To become a green card member

-Filling of form -Enrollment payment of Rs. 100• While filling the form various customer details like -Name -Address -Date of Birth -Phone No. -e-mail id -Income -Relationship Status etc.

are collected to form the customer database

Welcome to Pantaloons Green Card Program

Special Benefits On Enrollment

• 200 Gift Voucher

• Friday 5%

• Pizza Hut 20%

• Pind Baluchi 15%

• YO China 20%

• VlCC 30%

Shop and Get Rewards

Membership & 12 month Purchase-based Upgrading

System

• Three Star Card - Upgrade to a 3 star status by shopping for Rs. 8000/- immediately preceding 12 months of current shopping date.

• Five Star card - Upgrade to a 5 star status by shopping for Rs. 20000/- immediately preceding 12 months of current shopping date.

• Seven Star - Upgrade to a 7 star status by shopping for Rs. 40000/- immediately preceding 12 months of current shopping date.

WORKING OF THE CRM SOFTWARE

(Customer Loyalty Program)

CRM @ Pantaloons Takes You To a New World of Exclusive Benefits and Privileges

• FASHION FRIDAY (additional 5% discount to all members)

• Instant discounts for every time you shop at Pantaloons.

• Regular updates on themes, collections and promos (beginning & end) via catalogues, sms and email.

• Special invites to the most happening events.

Contd….

• Tracking of buying behavior-Customers are informed for their preferences (whenever there are new stocks of their preferred brands).

• “One card, any store”

Integration of data base across all stores of Pantaloons.

• Customer feedback through drop box & share with us program (sharewithus@pantaloons.com)

• Catalogues are couriered to customers

Birthday @ Pantaloons

• Birthday Call to all Green card members

• Birthday Celebration of 7-Star Members :

-Give a call , Send Greeting Card, Cake & Bouquet

- Birthday is either celebrated in store or the store manager personally visit their home with cake, card & a bouquet

Additional Benefits @ Green Card

• Green Add on Cards - 1 and 3 star member : 1 add-

on card - 5 and 7 star member : 2 add-

on cards • Green Days: End Of Season

Sale • Green Channel: special billing

counter during End of Season sale

• Green Offers • Green Service Desk • Green Exchange • GreenDrop

7 Star Privileges – A Big “WOW”

Some More Benefits To 7-Star Members

• Free parking space

• Free gifts

• Stock manager personally deal them

• Promotion is communicated first

Data Analysis & Interpretation

Store Preferred By Customers

27%

40%

20%

13%

Lifestyle

Pantaloons

Globus

Shoppers Stop

Contd….

% of Green Card Members

40%

60%

yes

no

Benefits of CRM to Pantaloons

• Customer profiling • Direct Marketing• Personally recognizing customers• Integration of processes at the back end to identify

customer buying habits• Offering appropriate value and great service to

encourage repeat business• Ensuring that customer satisfaction continues to improve

Contd….

• Cross selling and better service to customer• Beating the competition by offering a better product,

competing on the service experience rather than price alone.

• Effective tool for retaining customer.• Promotion gets focused & thus cost reduction• Frequency of Green Card members doing repeat

purchases

Thank You….