crm report group5 sectionb

Download CRM Report Group5 SectionB

Post on 04-Apr-2018

217 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

  • 7/29/2019 CRM Report Group5 SectionB

    1/17

    CRM at Pantaloon Retail Ltd.

    Submitted By

    Group - 5, Sec B

    Date 05/02/2013

    Customer Relationship

    Management

  • 7/29/2019 CRM Report Group5 SectionB

    2/17

    Contents

    Pantaloon Retail India Limited ................................................................................................................ 2

    Introduction ........................................................................................................................................ 2

    Financial Data ...................................................................................................................................... 2

    What is CRM for Pantaloon ..................................................................................................................... 2

    For Pantaloons, CRM means ............................................................................................................... 3

    Objectives of CRM as a strategic tool ..................................................................................................... 4

    Expected benefits of CRM for Pantaloon and the need for using CRM .............................................. 4

    CRM Implementation in Pantaloon ........................................................................................................ 8

    Process followed while implementing CRM ......................................................................................... 10

    Key Issues faced .................................................................................................................................... 11

    Learning from the process .................................................................................................................... 11

    Performance Evaluation of Pantaloon RIL post CRM implementation ................................................. 12

    Insights from Interviews ....................................................................................................................... 14

  • 7/29/2019 CRM Report Group5 SectionB

    3/17

    Pantaloon Retail India Limited

    Introduction

    Pantaloon Retail is the flagship company of Future Group, Indias retail pioneer catering to

    the entire Indian consumption space. Through multiple retail formats, Pantaloon connects a

    diverse and passionate community of Indian buyers, sellers and businesses. As Indias

    leading retailer, Pantaloon Retail inspires trust through innovative offerings, quality

    products and affordable prices that help customers achieve a better quality of life every day.

    They have a customer base of 300 million and the products and services supplied by over

    30,000 small, medium and large entrepreneurs and manufacturers from across India.

    Pantaloon has customers in 93 cities and 60 rural locations across the country through over

    17 million square feet of retail space.

    Financial Data

    What is CRM for Pantaloon

    In India, the retailers play a vital role in selling goods to the ultimate customer and day by

    day numbers of retailer are increasing tremendously and ultimate end users are being

    confused and customers keep on changing the retail store. The numbers of store are

    increasing easily and retaining a customer by apparel retailers is becoming very difficult.

  • 7/29/2019 CRM Report Group5 SectionB

    4/17

    Apparel retailers try to retain customer using various customer program because

    relationship with customer is more important.

    For Pantaloons, CRM meansLeveraging sourcing strengths in all product categories, logistics and delivery network and

    lower cost of customer acquisition and integrating it with a strong technology backbone.

    Technology has the potential to be a game change and a significant value creator for the

    organization in the long run. The integrated platform on the digital space has the potential

    to contribute around 15% of turnover at significantly lower cost. Below mentioned are the

    ways which will contribute to achieve the above stated objectives.

    Better customer service Cross-sell and up-sell Increased customer satisfaction Enhanced Customer relationship Customer buying behaviour pattern analysis Better employee performance

  • 7/29/2019 CRM Report Group5 SectionB

    5/17

    Objectives of CRM as a strategic tool

    Expected benefits of CRM for Pantaloon and the need for using CRM

    Customization:- Better customer serviceo Each employee in the store is aware of the discounts and offers available in

    the store as well as individual customer buying behaviour. This will help them

    in offering customized products and services as per their requirements.

    Data Mining:-Customer buying behaviour pattern analysiso Once a customer uses the loyalty card for billing the amount and redeems

    their points accumulated (if any), the details are sent to a customer data

    base, which is being operated by a service operator at every store. It helps to

    recognize the individual purchasing and repurchasing behaviour over a period

    of time.

    Customer Development:- Cross-sell and up-sello The store uses cross-selling method to push the number of sales. Every

    employee in the store is aware of the discount offers across the stores and

    shares every possible detail with all present in the store. They are also being

    trained to read the customer purchasing behaviour and simultaneously

    recommend them similar product with additional feature or discounts.

    Loyalty Programs, Optimized marketing:- Increased customer satisfaction

  • 7/29/2019 CRM Report Group5 SectionB

    6/17

    o They are increasing customer satisfaction through Loyalty program whichthey are running from year 2006. They have three different kinds of loyalty

    initiatives namely T24, PAYBACK and Greencard.

    o In PAYBACK, Shopping is rewarding. PAYBACK is a German company whichis Indias largest multipartner loyalty program. In India, PAYBACK has 26

    outlet partners and the utility of this program can be used across the outlet

    partners. Pantaloon have merged Greencard benefits to the payback and

    offer customers both the discounts (Friday discount) and the points to be

    redeemed anywhere across the partnered outlets of PAYBACK. The discount

    offer has to be used only in the Pantaloon stores across the country.

    Customers who earn points from any future group stores can be redeemed

    for air miles, movie tickets, air tickets and vice versa.

    o In T24 program, Dual advantage all 24 hours of the dayShop More, TalkMore and Talk More, Shop More. Customers will get shopping benefits for

    talking and talk-time benefits each time they shop. For e.g, Customers will

    get free talk-time for every purchase above Rs 500, a T24 customer buying

    products worth Rs 2,501 at Pantaloons or EZone will get 50 minutes of free

  • 7/29/2019 CRM Report Group5 SectionB

    7/17

    talk-time, a customer spending Rs 1,501 in Big Bazaar will gain 90 minutes of

    free talk-time for every purchase.

    o Using GreenCard Loyalty program, customers will get extra benefit dependingupon whether they are 1star, 3 star, 5 star or 7 star customers. The

    customers who make a minimum purchase will be awarded 1star where as if

    their consolidated purchase for an year is Rs 8000/- will be automatically

    upgraded to 3 star, if it is 20000 then it is 5star and if it is 40000 then it is a 7

    star.

    Campaign Management, Channel Integration, Integrated CustomerCommunications:- Enhanced Customer relationship

    o The store uses customized way to pull the customers. They sent SMS/ Emailcustomers about the offers and benefits. Customers being reminded if they

    are not using the PAYBACK Greencard for long time.

  • 7/29/2019 CRM Report Group5 SectionB

    8/17

    They also have customized schemes for occasions such us on birthdays and

    give customers additional Rs 500 worth gift voucher for a certain amount

    purchase and they also get back the redeemed points, they uses while billing.

  • 7/29/2019 CRM Report Group5 SectionB

    9/17

    CRM Implementation in PantaloonPantaloon Retail decided to implement SAP to keep itself competitive in the rapidly growing

    Indian retail market. They wanted to sell customized offerings to customers based on their

    buying behaviour. They need to have a system in place where they can collect the customer

    data and analyze it accordingly. The result of the analysis will be sent to each store for cross

    selling and up-selling of their products as well. More over they want to have an enhanced

    customer relationship with their customers by improving the customer service and

    increasing the customer satisfaction.

    For any retailers, store operations have never been as important as they are now. For one to

    be successful, they have to win the customers which are possible only at the frontline or its

    stores. Pantaloon was expanding fast by opening stores in the metros and they needed a

    reliable enterprise wide application to help run its business effectively. The company was

    looking for a solution that would bring all of its businesses and processes together. After a

    comprehensive evaluation of different options and software companies, the management at

    Pantaloon decided to go in for SAP.

    Considering the scale and scope of the ambitious growth plans that the company has set for

    itself, technology will act as a crucial business driver a