CUSTOMER RELATIONSHIP MANAGEMENT

PRESENTED BY

Garima Thakker – 13 Mitali Baxi – 23 Palash Jain – 25 Thomas Joseph – 44 Vatsalya Jalan – 48

CONTENTS

Introduction STPR ERP SCM Brand Building & Brand Equity Data Warehousing Data Mining Conclusion

ABOUT WESTSIDEEstablished in 1998 – part of the Tata Group, operated by

Trent Ltd.

First of its kind, introducing the idea of having a retail outlet chain in India

Current position - has established 49 stores (measuring 15,000 - 30,000 square feet each) in Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Gurgaon and many other cities of the country.

SEGMENTING, TARGETING, POSITIONING

& RETAINING

SEGMENTING

Demographic Segmentation – based on age group and gender of customers.

Geographic Segmentation – based on geographic locations of customers.

Behavioral Segmentation – on the basis of buying behaviour of customers.

TARGETING

Core target group is 18-25 years old boys and girls

Also 25-35 years old men and women are extended target as they are also a part of the youth segment

Mass Targeting Strategy

POSITIONING

Youth Fashion Brand.

Strive to provide trends from across the world to match the lifestyle and global inspirations of the youth at affordable prices.

Stylish, trendy and affordable

RETAINING

Loyalty Programs

New Weekly Collection

Customization in different regions

Exchange Policy

BRAND BUILDING

Advertising & Brand Ambassadors

Affordable Style

Designer Labels

In-house Brand Building

BRAND EQUITY

Leveraging Brand Name “TATA”

Style

Reasonable and Flexible Pricing

ENTERPRISE RESOURCE PLANNING

Components• Merchandise management • Retail planning • Store operations • Corporate administration

 Business Implications– optimum utilization of the resources– Reduction in the overhead and Inventory – Timely responsiveness – Integrated work environment   

SUPPLY CHAIN MANAGEMENT

Vendor Management Purchase Order Management

Stock Receiving Systems

Purchase Verification and Inventory build up

Dispatch of stocks to the retail floor and forwarding of bills for payment.

LOYALTY PROGRAMS

1) Club west card program

2) Loyalty and company image go hand-in-hand

3) Revamping company image – They do not want to keep current positioning but have an upward image revamp.

4) Khadi, handloom and handicraft products

LOYALTY PROGRAMS (CONTD.)

5) India’s first multi-brand loyalty program:

LOYALTY PROGRAMS (CONTD.)

Higher empowerment

points

One currency empowerment

points

Instant redemption of empowerment

points at participating

outlets

DATA WAREHOUSING

Excellent usage of Data warehousing done by the TATA Group of Industries.

Empowerment Program – the Tata empowerment card

Access to Customer Info in real-time

Ability to update and renew changes to Customer Gift Cards and Rewards

Improved operational efficiency

DATA WAREHOUSING

DATA MINING

CONCLUSION

Achieve Customer Delight

Satisfy Unstated Needs

Meet Basic Customer Requirements

 The Westside Café and loyalty programs.

Good ambience, friendly sales staff, good store layout.

Apparel of all types for all market segments and home accessories.