CRM Project report on Globus

Prince Arora 072 Rahul Sharma 078 Varun Mishra 112 Tarun Kumar 121

Launched in January 1998, Globus is a part of the Rajan Raheja group. The company opened its first store in 1999 at ndore. The flagship store in !umbai "as opened on 1st #o$ember %&&1. 'urrently Globus has %( stores across ndia. !ission )tatement* +chie$e customer delight by offering ,uality products and ser$ices through a process of continuous inno$ation and adaptation. t-s ,uite e$ident from the mission statement of the company that it is highly customer oriented company and do e$ery possible thing for customer delight. n fact Globus is ha$ing .est in 'lass 'R! practices and is highly praised for its return and e/change policies.

CRM Model:
Globus has di$ided it-s 'R! practices mainly into t"o parts* 1. 'ustomer Loyalty 0rogram1'L02 %. 'ustomer )er$ice 3es41')32

'ustomer data base is maintained centrally by their 'R! soft"are 1J3+ 5 6in3i2. The head ,uarters in mumbai has the database of all the %( stores "hereas indi$idual store has the database of the customers "ho ha$e purchased from the store only.

Customer Loyalty Program(CLP) 7nder this program Globus issues 0ri$elage cards to its customers depending upon the purchase. !ore the amount spends more the benefits a customer gets from these cards. )pecific format is gi$en to the pri$ileged customers for their details "hich is maintained in 'R! )oft"are.

Customer Service Desk(CSD) 8$ery store has a ser$ice des4 for complaints and feedbac4. 'ustomer can do it either in person or by a phone call to the ser$ice des4 number. Globus has displayed the email id of its '89 for all 4ind of complaints and feedbac4 $ia internet.

PRIVILEGE CL !:
The Globus 0ri$ilege 'lub card is a 1st of its 4ind in ndia. !embers are immediately re"arded for purchases at any of their stores, in addition to a host of other pri$ileges such as e/clusi$e tie ups, promotion and special shopping hours. Globus offers : different card categories, each "ith its o"n benefits designed to suit 'ustomers- needs, namely* Temporary 'ard )il$er 'ard Gold 'ard

"em#orary Card + temporary card is issued on a minimum 0urchase of Rs. ;&& in single $isit. f customer insists pre$ious purchase can also be considered if pre$ious bill of purchase is produced. t is $alid for :months. Temporary card is the first step to"ards obtaining a permanent pri$ilege card of Globus. This card can be upgraded to a Globus )il$er 'ard on completion of purchases "orth Rs. %&&&.

Silver Card t is $alid for %yrs. t is obtained by con$erting a temporary card into sil$er by a cumulati$e purchase of Rs. %&&& in : months or by a do"n payment of Rs. 1;& at any Globus store. )ome of the benefits gi$en to the )il$er card holder are* 1. .irthday discount of %&< is gi$en to e$ery card holder "hich can be redeemed 1; days before or after the birthday. %. The card holder is informed by call=sms about all the upcoming offers. :. >irst : days of season ending sale are e/clusi$ely for the card holders only. (. 'ard holders are in$ited to all of the ne" product launches. ;. 8/clusi$e shopping hours are reser$ed for the card holders in "hich they are gi$en special discounts and offers.

?. 8/clusi$e offers on national = multinational brands are gi$en to the card holders. @. +utomatic !embership Rene"al at the end of the $alidity period subject to purchasing the ,ualifying amount for rene"al.

Gold Card )il$er card is upgraded to a Globus Gold 'ard on completion of purchases "orth Rs. 1;&&& in a period of % years. t is $alid for : years. t cannot be obtained by any do"n payment. Gold 'ard holders are gi$en all the benefits gi$en to the sil$er card holders. +long "ith these benefits some additional benefits gi$en to Gold 'ard holders are* 1. >ree home deli$ery of altered merchandise is gi$en to all gold card holders. %. >ree car par4ing for gold card holders. :. )pecial billing counters gold card holders so that they don-t ha$e to "ait in a ,ueue. (. .irthday greetings and 'a4e along "ith it to all gold card holders of e$ery store. ;. 'omplimentary soft drin4s at arri$al to the store. ?. 8/clusi$e pre$ie"s of seasonal collections for gold card holders @. 3iscounts at $arious outlets and youth hangouts in many cities 8. +utomatic !embership Rene"al at the end of the $alidity period subject to purchasing the ,ualifying amount for rene"al.

Customer $%are&ess a'out "re&ds:

Globus doing their business by ma4ing their customers a"are about fashion and latest trends. 3edicated globus $ideos featuring their brand ambassador Aareena Aapoor about the latest arri$als and fashion in e$ery store. .rand +mbassador-s dress displayed in each section of apparel is a4in to the type of apparels1eg* 8thnic, 6estern etc.2.

.ig billboards are placed at strategically beneficial places as a part of their promotion campaign.

E(c)a&ge Policy:

Glosbus e/change policy is $alid in all %( stores across ndia. 6ritten document of e/change policy is displayed in e$ery store. This document is made and appro$ed by Top !anagement. +s per their e/change policy "hile e/changing the merchandise one need to carry bills along "ith but if you are a pri$ilege card holder then you are e/empted from it. There is no e/change on accessories of pri$ate label brands, li4e goggles, belts, purses etc. f you are returning something then there is no cash bac4 but they "ill issue you a credit note of the same "orth "hich is $alid for si/ months.

Customer Delig)t:
8$ery store is gi$en a budget of Rs. ?&&& e$ery month under the name of 'ustomer 3elight .udget. This is specially meant to appease and delight the customer by gi$ing some gifts=toys to their 4ids and ser$ing them cold drin4 or hot be$erage. 8/tending this courtesy is at the discretion of the sales person and depends upon the potential and "orth of the customer.

*a&dli&g Customers +rauds:

f the customer comes to the store as4ing for e/change of the merchandise on behalf of any defect then the defect is tested in a lab for "eather the defect is a manufacturing defect or caused by mishandling by the customer. The product is sent to the Lab and result comes "ithin 1( days. f the defect is manufacturing defect then it is e/changed immediately else not.

I&ter&al CRM:
9n joining e$ery employee is gi$en a one moth induction, ma4ing him=her a"are about the company policies and business o$erall. There is a special "ee4ly bonus scheme "hich is gi$en to the employees in each store depending upon their designation and target )ales officer* Rs. :&&=6ee4 )r. )ales 9fficer* Rs ?&&=6ee4 f an employee "ants to lea$e the organiBation then he=she has to gi$e 1; days notice to company so that Cis 0> can be settled

ncenti$es and bonus can be settled

'harge can be handed o$er to the other person joining in his place. Resignation follo"s "ith e/it inter$ie" to understand "hy the person is lea$ing and impro$ement areas.

S)o##i&g Mall D 0opular

Great ndia 0lace is a $ery popular mall not only in #oida but across 3elhiE#'R. 0eople li4e to come to this mall for shopping and entertainment purpose. t is a hugemall as compared to other malls in the area. t has got many branded outlets li4e .lac4.erry, Louis 0hilippe etc. The >ood 'ourt is one of the biggest and most popular. D )trategically located

This mall is situated just opposite to the most popular and most cro"ded shopping a$enues of noida i.e. +tta !ar4et 5 )ectorE18 mar4et. 0eople from all o$er the area come here for all 4inds of shopping in these mar4ets. These mar4ets cater to all strata and age groups. +$ailability of customers is not a problem at these mar4ets. D 6ell maintained par4ing

This mall has $ery "ell arranged par4ing areas. T"o "heelers and four "heelers ha$e different par4ing areas. 9ne finds a par4ing area e$en on the busiest days. 6ell uniformed and beha$ed guards ma4e the process easier. D !ultiple entry=e/it gates and )ound )ecurity

This mall has multiple entry=e/it gates located in different locations. 9ne can enter=e/it according to his=her con$enience. +lso, there is a sound security system in place on all the doors. Ladies and Gentlemen are being fris4ed appropriately e$ery time they enter the mall. D Great +mbience

+s soon as the person enters into the mall, he comes across a great ambience of the mall. Great brands all around the places and clean and tidy surroundings "ith "ell lighted areas are a great e/perience in itself. Cuge open area of the mall and multiple stories are great to loo4 at. Glo'us Store D 8asily Locatable

f the person enters from the main entry of the mall, the store is located at the left hand "ith a huge entry. + big Globus board "ith attracti$e pictures of 4areena Aapoor and other models is displaced. 8$en if one enters the mall from other door, the directions mentioning the location of the store are "ell placed. D Fery )pacious

The store is $ery spacious "ith a huge area on t"o floors. Ground floor is completely dedicated to ladies apparels and %nd floor to men and children. .oth the floors are $ery open "ith high ceilings. D .eautiful Lightening and great music

The lightening in the mall is $ery nicely done. #ot only it is "ell lighted, the music plays in the store is fantastic. +lso, there are screens hung in the store displaying ne" fashion clothes "ith models etc. D 8laborati$e display

The apparels are displayed $ery nicely in the mall. !anne,uins are placed in the middle of the mall sho"ing men, "omen and children clothes. 0roper lightening to highlight the dresses is being used. Sta,,-!illi&g D Less customer G staff ratio

The staff to help customers is ,uite less. The ratio of customer to staff is lo". +s the store is huge and there are multiple options for clothes a$ailable, the staff to assist customers is less. D nEdiscriminated uniform

The staff "ears a "ell discriminated uniform of green and "hite in summers. Co"e$er, in "inters, they "ear blac4 pullo$ers "ithout any globus name mentioned on the pullo$ers "hich are difficult to discriminate. 'ustomers ha$e to "ait and find out the staff for assistance. D #on "or4ing cash counters and credit card machines

9n )aturday, "hich is considered to be busy day in the mall, one billing counter on the second floor "as not "or4ing. 0eople "ho "ere shopping on the second floor had to come do"n the floor to pay. There "as a huge rush in the only "or4ing counter and customers had to "ait for long for their turn. +lso, on the payment counter, one of the three credit card machines "as not "or4ing. 0eople had to face ,uite incon$enience due to this. D 6ell beha$ed and educated staff.

The staff "or4ing in the mall is "ell educated and has good 4no"ledge of the stuff a$ailable there. They are "ell spo4en "ith good language s4ills. Post !illi&g D 6ell informed about the e/change policy

The store manager as "ell as the person on the counter "as "ell informed about the e/change policy of the store. There are stringent guidelines to e/change the clothes to sa$e customer and the store from any incon$enience and conflicts. 6hen as4ed from them separately, they e/plain the same policy in a good "ay. D Celpful and friendly

The merchandise manager, !r. +man )harma "as $ery helpful. 6hen as4ed for help for this report, he "as being $ery helpful and pro$ided lot of information on the subject. t "as a great interaction "ith him. Ce clarified many confusions and pro$ided lot of details "hich helped us to gain good 4no"ledge on the topic. +lso, if a customer comes to return the stuff, staff "ill ta4e e/tra care and "ill help in the process. D >le/ible

f a customer "ants to return stuff and is not able to find any similar stiff, store "ill pro$ide coupon of the same $alue $alid for ? months. 'ustomer can buy any stuff of that $alue and also pay e/tra to buy costlier stuff. This fle/ibility of Globus is $ery "ell 4no"n and is highly appreciated.

Customer +ollo% u# D 9ccasional eEmail and )!) updates

6hen customer purchases some material, he is re,uested to fill up a form "ith details li4e name, eEmail, contact no. 6hene$er the store comes up "ith a festi$al bonanBa or any other scheme, they send eEmails or messages to them. 0eople are being "ell informed about the schemes in the store and also not being bothered "ith unnecessary follo"Eups. D .-day= +nni$ersary greetings=schemes

6hereas a sil$er card holder recei$es a card on his birthday and anni$ersary, gold card holders recei$e ca4e as "ell on these occasion along "ith a bou,uet. 9ne of the highly appreciated effort from Globus. D 'ustomer satisfaction sur$ey.

+fter shopping as "ell as in the mail, customers are being sent sur$eys "hich help them to ser$e the customer better in future. They are occasional and also $ery brief "hich customer does not uncomfortable to fill.