INTRODUCTION

With the passage of time, the characteristics and the

number of activities in retailing as well as approaches
to manage customer relationship in retail sector have
changed across the globe, including India. CRM has
emerged as the latest buzzword in retailing, especially
in organized retail sector, and an important tool to
enhance retailer performance.
CRM is an iterative process that turns customer data into customer
loyalty through four sequential activities shown in the CRM Model 

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 CRM IN RETAIL
• It is only big retailers who have installed CRM systems to identify and
track customer purchases and take appropriate management decisions,
especially on managing customer relationships.
• organized retailers like Big Bazaar, Westside, Shoppers' Stop, etc., have
started concentrating on providing more value to their valuable
customers using targeted promotions and services to increase their share
of wallet, i.e., the percentage of the customers' purchases made from
these retailers with these customers.
• Almost all of them have started Loyalty Programs, i.e., frequent shoppers
program in order to reward the existing customers. These programs help
the retailers in increasing the number of footfalls as well as enhancing
their sales revenues and profits.
• For example, Shoppers' Stop, one of the leading apparel retailer in India,
had net sales of Rs. 1.6 Billion, increasing net profits by 96% with the
company's loyalty program, First Citizen Club (a CRM program) accounting
for 63% of the sales. 
 CRM & ITS IMPORTANCE IN RETAIL
•  business philosophy and set of strategies, programs, and
systems that focuses on identifying and building loyalty with a
retailer's profitable customers.
• by research findings it is clear that it costs up to 6-8 times
more to attract a new customer than to retain an existing
customer 
 CONCLUSION
• This is to conclude that the organized retailing in India is
progressing towards a tough competitive environment where
only those retailers would survive who can understand their
customers and develop a strong bond with them by
developing and implementing appropriate CRM strategies
and programs effectively. In the time to come, CRM is going
to be the most dominant marketing tool to enhance the
overall retailer performance.