GROUP MEMBERS

SARMISTHA SAHOODIBYA DARSHINISOUMYA RANJAN

RETAILING

• According to Kotler, “Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non business use.”

• It is responsible for matching individual demands of the consumer with supplies of all the manufacturers.

Evolution of retail in IndiaTraditional formats

•Haats•Melas•Mandies

Established formats•Kirana Shops•Convenience/Department Stores•Pan or Bidi Shops

Emerging Managers•Exclusive retail outlets•Malls/Speciality Malls•Fast food outlets

What is CRM?

• Information industry• Methodologies, software & internet

capabilities• Manage customer relationships• Organized and efficient manner

Advantages and Disadvantages of CRMAdvantages

• Increase relationship with clients

• Increase of sales• Reduction of sales cycle• Better communication

channel• Create better profile• New selling opportunities• Provide better customer

service

Disadvantages• High costs• Small companies – not

possible• Requires continuous

maintenance, updation of information

• Difficult to integrate with other MIS

• Training cost increase

Customer LoyalityReliance One Membership

Gets 1 redeemable points

Opportunity of get 4 different Insurances

Customer Retention

Zonal levels

Offers and discounts

Repeated, if it works with product

Customer Communication

Form of SMS or Email(Reliance One Member)

Organizing special events

Thank You and festival cards

Customer satisfaction

Trained sales persons

Thank You with

Gifts and discount coupons

Problem Faced

Personal contact numbers

Policy less followed in small towns

Common policy for Reliance Fresh and Mart

Delay in processing of membercards

Long queues @ billing counters

CRM @ Bigbazar

Database is formed through the issue of future cards

Customer Profitability Analysis (CPA)

Differentiate customers in terms of needs and value to company

Interact with individual customers

Analysis of CRMFour type of analysis done

Periodic survey

Customer loss rate

Mystery shoppers

Monitor competitive performance

Customer satisfaction through service

Problem identification Managing customers Effective communication Analyzing customers perception Managing service behaviour Dealing with long term consequences Negotiating solutions Generating an action plan

Customer Perceived Value (CPV)

It is calculated by the retail store in order to asses the cost and benefits received and give to the buyers.

THANK YOU