Big Bazaar CRM

7/26/2019 Big Bazaar CRM

1/18

C U S T O M E R R E L AT I O N S H I P M A N A G E M E N T

BIG BAZAAR


2/18

RETAIL INDUSTRY INTRODUCTION

Indias retail mar et is e!"e#ted t$ nearl% d$&'le t$US( ) trilli$n '% *+*+ ,r$m US( -++ 'illi$n in *+)./dri0en '% in#$me 1r$2t3/ &r'anisati$n and attit&dinals3i,ts4

T3e ind&str% 3as ann&al sales $, (5.+ 'illi$n/ 2it3nearl% 6+ "er#ent $, t3e mar et #$ntr$lled '% tin%,amil%7r&n s3$"s

Or1anised retail/ $r lar1e #3ains/ ma es &" a'$&t )+

"er#ent $, t3e mar et/ '&t is e!"andin1 at *+ "er#enta %ear4

T3e $0erall retail mar et is e!"e#ted t$ 1r$2 at )*"er #ent "er ann&m


3/18


4/18

8UTURE GROUP

VISION:8&t&re Gr$&" s3all deli0er E0er%t3in1/ E0er%23ere/ E0er%time ,$r E0er% Indian C$ns&mer in t3e m$st "r$:ta'lemanner4MISSION:8&t&re Gr$&" s3ares t3e 0isi$n and 'elie, t3at t3eir#&st$mers and sta e3$lders s3all 'e ser0ed $nl% '%#reatin1 and e!e#&tin1 ,&t&re s#enari$s in t3e

#$ns&m"ti$n s"a#e leadin1 t$ e#$n$mi# de0el$"ment4T3e% 2ill 'e t3e trendsetters in e0$l0in1 deli0er% ,$rmats/#reatin1 retail realt%/ ma in1 #$ns&m"ti$n a;$rda'le ,$rall #&st$mer se1ments 7 ,$r #lasses and ,$r masses4


5/18

BIG BAZAAR

Big Bazaar is t3e lar1est 3%"ermar et #3ain inIndia 8$&nded in *++)

C&rrentl%/ Bi1 Ba4,t4 retail s"a#e anddri0in1 $0er ))+ milli$n ,$$t,alls int$ its st$res

Sells $0er )?+/+++ di;erent t%"e $, "r$dts

It Em"l$%s $0er @.+++ "e$"le Ann&al Re0en&e 7 ))+ 'illi$n US()4- 'illi$n


6/18

STRATEGY

C&st$mer7$rientati$n7T3e '$tt$m line in ea#3 $, t3eir retails#ess st$ries is n$2 %$&r #&st$mer 4 Insi13ts int$ t3e s$&l$, Indian #$ns&mers 7 3$2 t3e% $"erate/ t3in / dream andline 7 3el"s &s inn$0ate and #reate di;erentiatin1 ,&n#ti$nall%4

C$ntin&$&s7 inn$0ati$n As India s lar1est retailer/ t3e%&nderstand t3e im"$rtan#e $, inn$0ati$n4 T3e% ret3instrate1ies and reali1n '&sinesses 2it3 in#reasin1 a1ilit% t$"r$0ide di0erse #&st$mer 1r$&"s 2it3 re,res3in1l% di;erentretail e!"erien#es4

C$lla'$rati0e trans,$rmati$n Creatin1 a #$lla'$rati0een0ir$nment #$m'inin1 $&r stren1t3s 2it3 $&r s&""liers and0end$rs 3el"s &s #reate immense 0al&e ,$r $&r #&st$mers23i#3 in t&rn ,$sters m&t&al 1r$2t3


7/18

STRENGTHS

It is a 0er% lar1est retail st$re 2it3 1$$d am'ien#eIt 3as 1$$d2ill $, 'ein1 a ,$rmat $, 8&t&re Gr$&"/23i#3 3as "anIndia "resen#e4

It is l$#ated in mall/ 23i#3 &s&all% ens&res re1&lar2al 7ins4 It st$res &" t$ )-++++ SFUs/ 23i#3 is in itsel, t3e

'i11est $;erin1 &nder $ne r$$, ,$r #&st$mers4

It 3as a &ni>&e Sa'se sasta ima1e/ 23i#3 a#tsas itsUSP H&1e "ar in1 s"a#e as #$m"ared t$ #$m"etit$rs


8/18

DATA SOURCES

Primary sources)4 St$re mana1er ile Parle east*4 Team leaders in st$re inter0ie2ed .

@4 Trainees in st$re *

. Secondary sources)4 A#ademi# resear#3 7Dr4 Meera Mat3&r*4 8a#<% $, Mana1ement St&dies7 resear#3

S&m'&l Samma


9/18

TOOLS O8 DATA COLLECTIONS

INTER IEJS KUESTIONAIRE


10/18

CRM IN RETAIL

What is the need for CRM in Retail One $, t3e m$st im"$rtant $&t#$mes $, 1$$d CRM "ra#ti#es isin#rease in re0en&e ,$r t3e :rmIt in#reases "r$:ta'ilit% $, t3e retail '&siness in :0e e% 2a%s)4 C&st$mer l$%alt% translates int$ reded "ri#e #$m"etiti$n*4 C&st$mer in,$rmati$n all$2s #$m"anies t$ tar1et

"r$:ta'le #&st$mers4@4 Predi#ta'le '&%in1 "atterns l$2er in0ent$r% 3$ldin1 #$sts/

s"$ila1e/ and distri'&ti$n #$sts454 C&st$mer l$%alt% redes ad0ertisin1 and mar etin1 #$sts4.4 C&st$mer l$%alt% e!tends "r$dts li,e #%#le4


11/18

CRM TECHNIKUES BIG BAZAAR

!" #oyalty cards)4 Big Bazaar PRO$I% C#&B 4It $;ers an &nmat#3ed 0al&e

"r$"$siti$n t$ its #&st$mers4 T3e Bi1 Ba


12/18

'" Customer Pro.ta,ility /nalysis- d$ne $n t3e 'asis $,transa#ti$ns made t3r$&13 t3e ,&t&re #ards4)4 Platin&m #&st$mers m$st "re,ered

*4 G$ld #&st$mers "r$:ta'le@4Ir$n #&st$mers l$2 "r$:t '&t desira'le54 Lead #&st$mers &n"r$:ta'le and &ndesira'le

@4 Interaction 0ith indi*idual customers- t$ im"r$0e t3e

n$2led1e a'$&t indi0id&al needs and t$ '&ild str$n1er relati$ns3i"s4

4


13/18

)" /nalyzing CRM )4 Peri$di# s&r0e%s d$ne $n a >&arterl% 'ases '% ,&t&re 1r$&"

a&t3$rities*4 M%ster% s3$""ers7 t3e% "$se as n$rmal s3$""ers and t3e

"r$0ide a detailed re"$rt $r ,eed'a# a'$&t t3eir e!"erien#es4@4 M$nit$rin1 #$m"etiti0e "er,$rman#e

1" Com(laint handling (rocedures54 S#reenin1 and l$11in1 $, "r$dts.4 In0esti1atin1 listenin1 t$ t3e #&st$mers "r$'lems/resear#3in1 in

3$&se re#$rds $n t3e #&st$mer/ re>&estin1 re#ei"t /ins"e#tin1 t3e"r$dt4


14/18

8$rm&latin1 a s$l&ti$n Res"$ndin1 t3e res"$nse is made #lear and

a""r$"riate4 T3e #&st$mer m&st &nderstand t3e

res"$nse and address t3e iss&e raised 4

.4 %raining all em"l$%ees are 1i0en a . da%intensi0e trainin1 "r$1ram '$t3 in HK as 2ell as in

t3e st$re t$ ma e s&re CRM deli0er% standards aremet '% t3em 4 T3e% are als$ $n "r$'ati$n ,$r -m$nt3s / a,ter 23i#3 t3eir "er,$rman#e isanal%sed 4 I, it is &" t$ t3e mar t3e% are ta en $nas "ermanent sta; 4


15/18

CUSTOMER SATIS8ACTION STEPS

Seein1 "r$'lems ,r$m t3e #&st$mers "ers"e#ti0e C$mm&ni#atin1 e;e#ti0el% t3r$&13 'etter

listenin1 Anal%sin1 3$2 #&st$mer "er#e"ti$ns are ,$rmed Mana1in1 an1er and $t3er ser0i#e 'e3a0i$&rs Dealin1 2it3 l$n1 term #$nse>&en#es $, ser0i#e

'rea d$2ns Ne1$tiatin1 s$l&ti$ns Generatin1 an a#ti$n "lan ,$r im"r$0ed $n7t3e7 $'

e;e#ti0eness


16/18

CUSTOMER ORIENTED STRATEGY

Attra#tin1 and retainin1 #&st$mers Tar1ets %$&n1 "$"&lati$n M$0ie #entri# "r$m$ti$ns Re1&lar interestin1 $;ers and dis#$&nts O##asi$ns 'ased ser0i#es M$re $r1ani


17/18

RETENTION O8 CUSTOMERS

Retention of customers is all about repeat business. Itsdetermined by J3et3er Bi1 'a&alit% C&st$mers #$m"laints 2ere 3andled in t3e a""r$"riate

manner Pr$dts 2ere dis"la%ed in an $rderl% and neat manner 8riendl% and 3el",&l sta; 2ere "resent t$ assist #&st$mers All t3ese m&lti"le "arameters ens&re t3at t3e #&st$mer is

satis:ed and it 'e#$mes a re"eat a##$&nt ,$r &s4


18/18

COMPETITORS

R3#I/NC3 $R3S4It is t3e #$n0enien#e st$re ,$rmat 23i#3 ,$rms "art $, t3eretail '&siness $, $, Relian#eInd&stries $, India4 Relian#e "lans t$ in0est in e!#ess $, Rs *.+++ #r$res in t3e ne!t 5%ears in t3eir retail di0isi$n4 T3ese st$res sell ,res3 ,r&its and 0e1eta'les/ sta"les/

1r$#eries/ ,res3 &i#e 'ars and dair% "r$dts4

S(encer5s RetailIt is $ne $, Indias ,astest 1r$2in1 retail st$res4 It 3as m&lti"le ,$rmats ,$r retailin1,$$d/ a""arel/ ,as3i$n/ ele#tr$ni#s/ li,est%le "r$dts/ m&si# and '$$ s 4It is $2ned '%t3e RPG Gr$&"/ a ma $r '&siness 3$&se 4Esta'lis3ed in )66-/ S"en#ers is $ne $, t3e"$"&lar destinati$n ,$r s3$""ers In india 2it3 s&"ermar ets/ 3%"ermar ets and dailies

s"read all $0er India

%rent 6Westside7 : Trent is t3e retail arm $, t3e Tata 1r$&"4 Started in )66=/ Trent $"erates Jestside/ $ne $, t3eman% 1r$2in1 retail #3ains in India4 T3e ,$resi13t $, t3e Tata 1r$&"/ 23i#3 in0ested in retailrelati0el% earl% is "a%in1 3i13 di0idends as retail is $ne $, t3e '$$min1 se#t$rs in India

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Big Bazaar CRM