PROJECT: RETAILING AND MERCHANDISING

A STUDY ON FSD ORGANISED RETAIL STORE

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Contents

Introduction .................................................................................................................................................. 5
Vision............................................................................................................................................................. 5
Port folio of products .................................................................................................................................... 5
Fabrics ........................................................................................................................................................... 5
Exported products......................................................................................................................................... 6
Bed sheets & value added products ............................................................................................................. 6
Curtains/ Valances ........................................................................................................................................ 6
Dress Material/Fabrics .................................................................................................................................. 6
Sitara Brand................................................................................................................................................... 6
Women's RangeCotton/Linen/Cambric ........................................................................................................ 7
Men's Range:100% Cotton............................................................................................................................ 7
SWOT ............................................................................................................................................................ 7
Strengths ....................................................................................................................................................... 7
Weaknesses .................................................................................................................................................. 8
Opportunities ................................................................................................................................................ 8
Threats .......................................................................................................................................................... 8
Types of Retailing .......................................................................................................................................... 8
MULTI CHANNEL RETAILING ......................................................................................................................... 9
Experience..................................................................................................................................................... 9
Integrate........................................................................................................................................................ 9
Research ...................................................................................................................................................... 10
Reach........................................................................................................................................................... 10
7Ps of Retailing............................................................................................................................................ 10
1. PRODUCT .......................................................................................................................................... 10
• Table covers ........................................................................................................................................ 10
2. PRICE ................................................................................................................................................. 10
3. PLACE ................................................................................................................................................ 11
4. PROMOTION ..................................................................................................................................... 11
Physical Environment.................................................................................................................................. 11

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 Sitara Studio physical enviorment is given below: ................................................................................. 11
➢ Comfort Levels ................................................................................................................................... 11
➢ Perception of Value............................................................................................................................. 12
➢ Sensory Elements ................................................................................................................................ 12
Impact of Retail Store design and Layout of on Customer mind ............................................................... 12
➢ Information Processing ....................................................................................................................... 12
➢ Evaluations of service quality ............................................................................................................. 12
➢ Different Positioning Stratagies .......................................................................................................... 13
➢ Consumer Loyalty ............................................................................................................................... 13
➢ Slowing Customer down by increasing density at rear ....................................................................... 13
Effectiveness' of display system.................................................................................................................. 13
➢ MerchandiseDisplay ........................................................................................................................... 13
➢ store ventilation and merchandising ................................................................................................... 14
➢ Retail window displays ....................................................................................................................... 14
➢ POS Data............................................................................................................................................. 14
➢ Traffic Counting.................................................................................................................................. 14
➢ Video Cameras .................................................................................................................................... 14
➢ Display Changes ................................................................................................................................. 15
➢ Consumer Feedback ............................................................................................................................ 15
➢ Consultants.......................................................................................................................................... 15
CONSUMER BEHAVIOUR OF Studio ............................................................................................................ 15
Customer Loyalty and How Sitara Studio Increase Loyalty........................................................................ 16
Why Customer Loyalty is Important ........................................................................................................... 16
Loyal Customers are Less Expensive ..................................................................................................... 16
Loyal Customers are More Consistent Shoppers .................................................................................... 16
Loyal Customers Spend More..................................................................................................................... 16
Loyal Customer Refer More Business ........................................................................................................ 17
How Sitara studio Increase Customer Loyalty ............................................................................................ 17
Increase Customer Loyalty With Better Customer Experience .................................................................. 17
Increase Loyalty with Multichannel Integration ......................................................................................... 17
CRM Customer Relationship Management ................................................................................................ 18
Segment Customers to Improve .................................................................................................................. 18

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Segment Customers to Improve .................................................................................................................. 18
Segment Customers to Improve Marketing ROI ........................................................................................ 18
Improve In-Store Customer Experiences (CX) ........................................................................................... 18
Mall Management Issues ............................................................................................................................ 19
1) Design issues: ...................................................................................................................................... 19
2) Fee Promotional Activities: ................................................................................................................. 19
3) Zoning: ................................................................................................................................................ 19

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Introduction
Sitara Textile Industries Ltd is among the foremost enterprises of Pakistan. The group started
with textile processing in 1956 and progressively flourished into a renowned industry. We aspire
to provide outstanding quality materials to our clients by gratifying their expectations and
maintaining their confidence on a supreme level. Sitara textiles operate worldwide catering to the
domestic market as well as serving the international markets.

Sitara Studio is a flagship retail brand of Sitara Textiles that aims to redefine the industry with its
acute attention paid to quality, design and affordability. We endeavor to offer superlative quality
textiles by adopting the most innovative approaches. Sitara textiles along with its subsidiaries
have out shined the entire textile industry.

Vision
Sitara Studio aspire to earn a phenomenal success in the world of retail. We further strive to
acquire distinction in the retail industry by aiming the position of a market leader. We also look
forward to establishing standards of quality and adopt modern strategies in order to make our
way to the summit.

Port folio of products

Sitara Textile has several products which are being Exported and as well as being supplied in
Pakistan. Company products include two categories one Export quality and second product
which are to be supplied in Pakistan.

Fabrics
At Sitara Textile industry (STI) produce up to 3200mm wide fabric in 100% Cotton, Poly /
Cotton, Viscose, Poly / Viscose with plain and different weaves like Twills, Drills, Satins,
Dobbins, and Jacquards etc. All these qualities are available in Bleach, Dyed and Printed Fabric
(Pigment & Reactive).Firstly we will discuss products which are being Exported

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Exported products
Sitara Textile’s over 50% products are being Exported to different countries. And it contributes
almost 17% in total Textile Exports of country.

Bed sheets & value added products

Aim of Sitara Textile is to provide comfort in style to its costumers. Its specialty is fine quality
higher thread count beddings comes to costumers in an excellent variety ranging from T130
toT600 threads. Sitara’s major products include Sheet Sets (Cuffed, Hemstitch styles,
embroidered), Bed Skirts (ruffled and pleated),Quilt Covers, Sham, Comforters, Neck Rolls and
Decorative Cushions. The entire product range is designed in terms of colors, sizes, designs and
quality according to the costumer’s requirement.
Table covers
Sitara Textile provides exclusive range of table cloth in Bigger Repeat Panel prints, napkins,
Place mats, table runners and potholders etc to costumers so that their dinning could look
allegiant. These products are also customized.

Curtains/ Valances
Sitara Textile Industry provides a complete range of home used items which are Exported to
several countries in the world. One of those products is curtains. Sitara provides big range of
Wide range of curtains and valances in different styles, designs and sizes. These styles include
drapery styles e. g rod pocket, header tape, and tab top, tie up, balloon shade etc. Fabrication
weather can bestain, dobbies in different designs and styles.

Dress Material/Fabrics
Sitara also offers an impressive variety of fashion and functional fabrics for shirting & dress
material such as voile, cambric, linenand poplins .Which are Exported and as well as being
supplied to the Pakistani market. It also has a wide range of structured fabrics such as cotton,
viscose and blends.

Sitara Brand
Sitara Textile being a leading Textile unit and Exporter of Pakistan does not only produce home
used items but also has its own brands for men & women seasonal suiting. These brands are
available indifferent range of designs, colors, and styles. Some of brands of Sitara are enlisted
below:

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Women's RangeCotton/Linen/Cambric
• Sitara Sapna Lawn
• Sitara Supreme Lawn
• Mughal-e-Azam Summer Collection
• Sitara Supreme Linen
• Sapna Linen
• Mughal-e-Azam Winter Collection

Men's Range:100% Cotton

• Sitara Mughal-e-Azam Latha
• Sitara Universal Latha
• Sitara Swiss Gold Latha
• Sitara Sapna Latha,
• Sapna Cambric
• KT2000
• Sitara Popline

SWOT

Strengths
First of all, the thing that strengthens Sitara Studio is relationship marketing. Sitara Studio makes
very good relation with its consumers, costumers and suppliers. This is the reason that they
proud to being associated STI.STI has been awarded several times for ISO quality awards

• ISO 9001-2000
• ISO 14000This thing also shows the strength of STI (Sitara Textile Industry)Textile
industry needs to remain competitive by adopting advance sin technology and STI has
understood it very well and have adopting all new technology needed to remain
competitive.
• STI prefer customization and manufacture its products according to the costumer’s needs
and wants.STI has fast delivery procedure of products STI owns very competitive and
quality human resource Commitment to excellence in costumer service STI shows zero
compromises of quality at all levels and has complete products of quality checking which
is called quality control and involves inspections, spinning labs, dying lab.STI has
established its own Stitching department which stitches the product according to the
standards with the capacity of 400,000sets p/m.

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Weaknesses
Sitara Studio does not have vertical integration at any level which could affect STI’s
Profitability as compared to those who have vertical integration. Sitara Textile is not doing
proper marketing of its products, it more relay on permanent costumer rather then going for new
costumers as well.STI is facing shortage of supply where as demand has increased its capacity.
Sitara Textile industry does not consider training its employee.

Opportunities
Sitara Studio has several opportunities waiting for them in terms of more Profitability. If STI
increase the capacity of its plants it can have more international costumers who will increase the
profitability. Forward Vertical integration can also help STI to have more national costumers.
Backward integration means that company produces its own raw-material, if STI does so the cost
of raw-material will be less and the cost of final product would also be less that means that
company could have more profit and costumers. Company could provide online costumer
services and online ordering system.

Threats
The company has biggest threat of very cheap price of the products by China. There are several
other threats for STI are available, as STI is operating from Pakistan so the situation of Pakistan
can benefit or could harm STI. Unstable political system of Pakistan stops invertors to invest in
new business units and also rules and regulations and tax policy could be changed. Crises of
energy have increased the cost of goods and have brought the profit margin at very low level.

In Pakistan with out favoring someone doing business is very difficult because personal fevers
and clout are the culture .Tariff barriers and quota system for Exporters is a big threat that they
cannot Export products according to demand but according to assigned quota. Instability of
Pakistani economy and especially Pakistan’s rupee is treating the organizations.

Types of Retailing
There are many types of retailing followed by diffrent retailors :

• Store Retailing
• Non-store Retailing
• Direct marketing
• Direct selling
• Automatic vending
• Buying service

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 • Corporate Retailing

Sitara studio is following these two types of retailing:

Store Retailing: Sitara studio is following the best form of store retailing, to attract a number of
customers. The other types of store retailing includes, speciality store, supermarket, convenience
store, catalogue showroom, drug store, super store, discount store, extreme value store. Different
competitive and pricing strategy is adopted by Sitara Studio

Corporate Retailing: It includes retail organizations such as corporate chain store, franchises,
retailer and consumer cooperatives and merchandising conglomerates. There are a number of
advantages that Sitara Studio can achieve , such as economies of scale, better and qualified
employees, wider brand recognition, etc.

MULTI CHANNEL RETAILING

Multi-channel retailing is a marketing strategy that offers your customers a choice of ways to
buy products. A true multi-channel strategy covers purchases from a store, purchases from a
website, telephone ordering, mail orders, interactive television, catalog ordering and comparison
shopping sites. The aim of a multi-channel retailing strategy is to maximize revenue and loyalty
by offering your customers choice and convenience.

Sitara Studio Multi channel Strategy allows the customer to have:

Experience

Sitara studio multi-channel strategy offers customers a consistent quality of experience, . The
customer's experience in buying a product influences her perception of sitara brand. Sitara Studio
ensure that all customer-facing staff in their contact centers, retail outlets, order processing
departments and website development understand and comply with company's customer service
standards. Policies such as returns and delivery charges are also consistent across each channel.

Integrate

Sitara studio use the data from multi-channel strategies to identify customer preferences and
maximize lifetime revenue. The risk in a multi-channel strategy is that customers' information
and profiles can become fragmented as they use a number of channels. In an integrated strategy,
Sitara studio purchasing data is consolidated into a single database so they get a 360-degree view
of your customer.

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Research

Sitara studio informative website is a key element in a multi-channel retailing strategy. A high
proportion of shoppers conduct their pre-purchase research on the Internet, although they may
use other channels to make the final purchase. Sitara studio multi-channel retailing therefore
take account of each stage of the purchasing process.

Reach

A multi-channel strategy gives Sitara studio the ability to expand business on a national or
global scale without investing in further physical stores. An e-commerce website designed to
operate in multiple currencies and with local content to attract customers in many countries.
Sitara studio can also conduct business across multiple time zones with no restrictions on
opening or closing times.

7Ps of Retailing

1. PRODUCT
Sitara Studio has several products which are being Exported and as well as being supplied in
Pakistan.Company products include two categories one Export quality and second product which
are to be supplied in Pakistan. Some products are:

• Fabrics
• Exported products
• Bed sheets & value added products
• Table covers
• Dress Material/Fabrics
• Women's RangeCotton/Linen/Cambric
• Men's Range:100% Cotton

2. PRICE

Sitara studio operate a multi-channel strategy, Sitara studio have the option of charging the same
price for a product across all channels, or offering customers different prices, depending on their
channel. Sitara studio Offering customers website prices that are lower than store prices is

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common practice and reflects the lower overheads in website operations. Sitara studio customers
also have a choice between lower online prices and personal service in the store.

3. PLACE
Sitara Studio stores is very unique and one of the things that make it a stand out brand is the
fact that it is a vertically integrated retailer. What this means is that it designs, manufactures and
distributes the products itself. This approach seems to be working for it because it has managed
to establish itself as one of the leading fashion stores globally.

In fact, all of stores are owned by the company This means that customers experience the
same environment the stores are spacious, well-lit, modern and predominantly whiter .

4. PROMOTION
Different types of sales promotions are given on different products according to events.

Advertising is done through different tickers on there site as well on different telivision channels

Physical Environment

The way retailor design business and display merchandise can elicit different physical and
emotional responses from consumers. For example, a small boutique tastefully designed with
eye-catching displays and the smell of complimentary, fresh-brewed tea in the background can
create a warm, comfortable physical environment. A crowded, noisy retail center with long lines,
weary customers and jam-packed aisles can make consumers feel nervous, anxious and eager to
leave.
Sitara Studio physical enviorment is given below:

➢ Comfort Levels

Sitara Studio Physical comfort determines emotional responses from consumers. possible. Sitara
Studio have elegant enviorment with doothing lightining, and soft music and is more likely to
prompt customers to relax and enjoy themselves. The physical environment, in this sense, is
directly and positively linked to the customer experience.

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 ➢ Perception of Value

The way a business is maintained can influence how the customer perceives the value of the
products and services it offers. Sitara Studio, a clothing store that features crowded racks of
similar styles of clothing and plastic hangars promotes the idea of a low-quality bargain items.
The same clothing displayed on back-lit mannequins wearing accessories can change the
perception and add value even for an identical product. Clean stores and businesses show
management takes pride in the company.

➢ Sensory Elements

The five senses play a role in how the physical environment of a business is perceived. Sitara
Studio soothing and fresh environment plays a vitl role in developing the customer mind set
about the quality of product offered by the compan

Impact of Retail Store design and Layout of on Customer mind

Store Design & Layout in Sitara studio is a critical factor driving consumer elaboration and
response in store. While considerable attention has focused on store layout in relation to brick
and mortar retailing.

➢ Information Processing
The layout of Sitara Studio has been found to significantly impact a collection of customer
information and on information processing, purchase intentions and attitude towards the retail
establishment. Sitara Studio store layout results in greater consumer elaboration and more
positive consumer outcomes.

➢ Evaluations of service quality

The retail environment is changing more than ever before. It is characterized by intensifying
competition and more sophisticated and demanding customers who have greater expectations
related to their consumption experiences. A retail store experience involves more than a non-
retail services experience in terms of customers negotiating their way through a store, finding the
merchandise they want, interacting with several store personnel along the way, and returning
merchandise, all of which influence customers“ evaluations of service quality“.

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 ➢ Different Positioning Stratagies
SItara Studio appearance has allowed them to create positioning strategies and enabled them to
differentiate their stores in terms of the products and prices or services on offer. The significant
role played by store appearance within clothing retailing is unquestionable and effective
positioning strategy is done, can be considered a core element of the retail mix and can be
integral in influencing store choice.

➢ Consumer Loyalty
Consumer loyalty will be more likely when the consumer perceives the appearance of Sitara
studio store to be desirable. The stimuli that pertain to store attributes include merchandising,
store atmosphere, in-store service, accessibility, reputation, promotion, facilities and post-
transaction service. Consumers preference is based on their post-visit ranking of the store. To a
certain extent, consumer” visits to store often take the form of a recreational activity whose
worthiness is reinforced by the level of service provision within the store. Hence, the quality of
in-store services is to have a strong impact on consumers purchasing behavior and, if not liked or
incompatible with the values or the beliefs sought by the target consumers, might inhibit
attraction.

➢ Slowing Customer down by increasing density at rear

Sitara Studio have the strategy of slowing customer down Retailers to get them to see more
merchandise, which gives them enough time to notice the products displayed, but not so narrow
that they create a traffic jam. Therefore, the best place for customers to linger is at the rear of the
store. To achieve this, lower density fixtures should be positioned at the front of the store, and
higher density fixtures in the back - the higher the density, the longer a customer is likely to stay
to look at merchandise. Increasing merchandise density to the rear of the store encourages
customers to stay and browse.

Effectiveness' of display system

➢ MerchandiseDisplay
According to Zentes(Magazine- Store Image 2009) “is a term frequently used inthe context of in-
store marketing. It refers to the way products are presented in a retailoutlet.” While this
expression has been used with a focus on merchandise display (e.g.the choice of fixtures to be
used and the method of product presentation), it relates tooverall store design, store layout and
other facets of the store environment. Therefore,it is often used synonymously with the design
component of in-store marketing.

In Sitara Studio marchandising is done in very unique and effective manner that also plays a
good role in purchase decisions
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 ➢ store ventilation and merchandising
store ventilation and merchandising are all done in a very competitive and global environment.
The ultimate goal of store ventilation is efficiency, which means offering the best shopping
atmosphere. iMusic system & Arrangement of Light Retailers use background music in order to
enhance the atmosphere of their stores. The effects of music on attitudes toward the store, the
salesperson, and the visit to the store are moderated by cognitive processes.

➢ Retail window displays

Retail window displays are one form of visual merchandising for Sitara Studio owners use to
attract customers to their stores and products. An effective window display in Sitara Studio grabs
the attention of passers-by and drives an impulse within a shopper to enter the store either
immediately or at a later time. They use a variety of tools to determine the effectiveness of
window displays.

➢ POS Data
Small business owners can check point-of-sale data for buying trends and then compare that data
to information from before the window display was installed.

➢ Traffic Counting
Another way store measure window display success is by counting the number of people who
enter your store after install the display. Basic counting methods include the manual click
counter and infrared sensors. With the manual counter, an employee clicks a button every time
someone enters the store and then you use the hourly and daily tallies to determine if traffic has
increased. With infrared tracking sensors, the sensors electronically track whenever someone
passes through infrared beams and then transmits the tallies to your computer.

➢ Video Cameras
Tracking foot traffic and buying trends is also possible using video cameras. With a basic camera
setup, you can visually count the traffic into the store and the length of time customers interact
with products shown or mentioned in the display. You can also track outside interest, including
the number of passers-by who stop at the window, the number who ignore it and even the
emotions the display evoked in those who showed interest. You can also purchase computer
vision tracking software that pulls the data from the cameras for you.

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 ➢ Display Changes
An inexpensive way to see if a display is effective is to change elements in a display, or install a
completely different display, and then compare new POS and foot traffic data to details from the
previous installation and from the same time the previous year. A decrease in foot traffic usually
indicates that the previous display was more effective than the current display.

➢ Consumer Feedback
Consumer feedback is an important component of visual merchandising research. Feedback can
include paper, online or face-to-face surveys. For example, you can ask shoppers if they entered
your store because of the display theme, or for product or pricing reasons. If you see a decrease
in traffic after a display change, you can set up both displays, or take photos, and then ask
shoppers what they like or dislike about display elements such as colors, lighting, background
imagery, product positioning and signage.

➢ Consultants
An outside visual merchandising or market research consultant can provide you with a different
perspective and additional tools for tracking customer interest. A consultant provides data and
advice about the styles of window displays that work best for your type of store or for your
geographic area when compared to the displays in the windows of your competitors. Some
consultants use computer software to track the eye movements of shoppers to see where they
direct and focus their interest.

CONSUMER BEHAVIOUR OF Studio

Most of the respondents agree that Sitara Studio has a strong brand name but they are neutral
about the shopping experience at the store. The response towards customer care executives’
behaviour in the stores which is critical for customer satisfaction and facilitating sound decision
making to buy is agreeable. The low standard deviation of the responses suggest that the
variability of the responses is less and hence the result is consistent.

Product quality of Sitara Studio does not get an outright positive response rather most people are
neutral and hence undecided.

The brand image of Sitara Studio and the responses are consistently positively. The concerning
factor is the price which customers feel are not affordable. Sitara Studio probably needs to
recheck their purchase and return policy as again customers are undecided about the ease of
transactions. But the standard deviation is high in the question number seven which means that
the variability of responses is higher and hence not truly conclusive.

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Product promotion seems to be the weak link of Sitara Studio as customers disagree about
receiving timely information about new products or launches. This is crucial for fashionable and
trendy products sold by brands like Sitara Studio.

Customers are not considering Sitara Studio to be superior or inferior to others both in terms of
brand image and price but they consider that Sitara Studio product quality is better than others.
This can imply that sales of brands could sway either way and hence, Sitara Studio has a clear
opportunity to increase their revenues by influencing the customers at the margins.

Customer Loyalty and How Sitara Studio Increase Loyalty

Creating loyal customers should be the focus of every business’s strategy. Loyal customers
increase profitability through their repeat purchases, but, loyal customers don’t come easy.

Customers make decisions every day of who to buy from, which they have a lot to choose from.
Many factors play into a customer’s decision. When a customer repeatedly buys from one brand
over another, then they are considered loyal to that brand.

There are different types and degrees of loyalty. A person can be loyal to many types of similar
brands.

Why Customer Loyalty is Important

Simply put, loyal customers are more profitable for your business. Here’s a few examples how:

Loyal Customers are Less Expensive

The average company spends 4 to 6 times more to acquire a new customer than it does to keep
an existing one, It’s more expensive for your retail business to generate new customers. Your
company should always be working to maximize the value of your existing customers.
Loyal Customers are More Consistent Shoppers
The more often a customer returns to your store, the more likely they are to make a purchase.
After one purchase, a customer has a 27% change of returning to you store. But, if you get them
to come back a second or third time, they have a 54% chance of making another purchase. Loyal
customers represent a better chance for repeat purchases.

Loyal Customers Spend More

Not only do loyal customers shop with you more often, they also spend more than your average
customer. According to RJMetrics, your top 10% loyal customers spend 3x more per order than

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the lower 90% and your top 1% of customers spend 5x more than the lower 90%. That’s more
profit for you.

Loyal Customer Refer More Business

Loyal customers who make more purchases are more likely to make a referral. A Bain &
Company study found that apparel shoppers after 10 purchases referred 50% more people than a
one time purchaser.
These newly referred customers are important to your company. According to Social Annex,
customers acquired through referrals spend 200% more than the average customer!
Customer loyalty is what drives long-term profitability for your retail business. That’s why all
businesses should focus on making their customers as loyal as possible.

How Sitara studio Increase Customer Loyalty

Creating loyal customers isn’t easy though. It’s not as simple as just offering more discounts,
creating a reward program, or making a few product updates. So, how do Sitara Studio increase
customer loyalty?

Increase Customer Loyalty With Better Customer Experience

It’s all about creating a better, more consistent customer experience across all of your selling
channels. Customer experience is what differentiates Sitara Studio brand from other competitors.
It’s the foundation of why customers choose to buy from Sitara Studio brand over and over.

Exceptional customer experiences entail so much today. It requires relationship building,

personalization, use of the latest technology, top rated customer service, creative marketing, and
consistent cross-channel selling, all among many other things.

Increase Loyalty with Multichannel Integration

Another way how Sitara Studio improve customer experience is through multichannel
integration of retail systems. Ability to provide a better customer experience can depend on the
automation of store inventory, order, customer, item, and shipping/tracking data between your
systems.

This allows to provide quality product information to customers, keep inventory updated in real-
time for accurate stock levels for customers, integrate supply chain to offer options like buy
online, pick-up in store. This is the type of experience that customers are looking for, which then
turns them into loyal customers.

These capabilities are made possible through the integration of eCommerce, POS, marketplaces,
ERP, and logistics systems.

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CRM Customer Relationship Management

The Sitara Studio is awash with data on customers – personal characteristics, income and
spending habits, lifestyle, social media activity, and so forth. Data collection can take the form of
POS systems to customer surveys to publicly available demographic data. Numerous analytics
firms offer to turn your unstructured data into digestible reports.

Segment Customers to Improve

A retail CRM in Sitara Studio allow custom tags and fields to be associated with contact info.
These tags and fields can refer to specific customer attributes that aren’t built into the CRM;
filtered reports can isolate correlations between specific criteria and buying behavior, products,
receptiveness to certain kinds of marketing, and so forth. Identifying these correlations allows to
target marketing resources towards customers based on known interests and needs, which in turn
yields better marketing ROI.

Segment Customers to Improve

Sitara Studio CRM will allow custom tags and fields to be associated with contact info. These
tags and fields can refer to specific customer attributes that aren’t built into the CRM; filtered
reports can isolate correlations between specific criteria and buying behavior, products,
receptiveness to certain kinds of marketing, and so forth.

Segment Customers to Improve Marketing ROI

Sitara Studio CRM will allow custom tags and fields to be associated with contact info. These
tags and fields can refer to specific customer attributes that aren’t built into the CRM; filtered
reports can isolate correlations between specific criteria and buying behavior, products,
receptiveness to certain kinds of marketing, and so forth.

Improve In-Store Customer Experiences (CX)

Of course, this applies to retailers with a brick and mortar presence. Retail CRM data informs
retailers to their shoppers’ demographic traits with associated spending habits and preferences.
The same analysis for customer segmentation isolated for a region or branch informs store layout
(positioning frequent product pairings together) and promotions (discounts on a poorly selling
item when paired with a popular one) while local loyalty cards can contribute to the larger CRM
database.

Wi-Fi in stores allows floor staff to access retail CRM data for product availability, customer
data or communication. Customers can opt-in to receive targeted promotions based on their
browsing or buying behavior on other platforms – information also stored in the CRM.

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Mall Management Issues

1) Design issues:
Designing is also one of the major lacuna in the store. Store only have provision for one entry
and one exit points which could lead to overcrowding and sometimes reason for road rages.
Further, improper fencing is also one of the reasons whic could lead to customer dissatisfaction.
Further, the visibility of retail units from all vantage points is poor .

2) Fee Promotional Activities:

In the majority of retail stores, very few promotional activities are organized in the store. The
reason is that developers perceive that these events only help increase foot traffic and not
revenues.

3) Zoning:
This is the common practice where store developers/landlords tend to lease out retail space on a
first-come-first -serve basis to attract others and ensure their they get the return on their invested
money as soon as possible. Though as such nothing is wrong in the practice, considering
everyone is the business for earning money. But this practice creates a sub-optimal tenant mix
like a food and beverage shop next to a kids wear instead of a book or toys store.

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