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INTRODUCTION:

Reliance Retail is India largest organized retail company with both Value format & Specialty
formats, with a pan india footprint, with over 1000 stores. the company has recently changed
management in value format and is on a fast expansion spree. there are tremendos growth
opportunities. With a vision to generate inclusive growth and prosperity for farmers, vendor
partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL,
was set up to lead Reliance Group¶s foray into organized retail.

Since its inception in 2006, Reliance Retail Limited (RRL) has grown into an organisation that
caters to millions of customers, thousands of farmers and vendors. Based on its core growth
strategy of backward integration, RRL has made rapid progress towards building an entire value
chain starting from the farmers to the end consumers.

In the last year, Reliance Retail Limited (RRL) continued to fulfill its commitment of enriching
Indian consumer¶s shopping experience and providing quality merchandise at an attractive value
proposition. More than 3 years into operation, RRL has now expanded its presence in more than
85 cities across 14 states in India. RRL forged ahead with its expansion plans and rolled out
stores across the country. RRL¶s footprint now spans a network of more than 1,000 stores.

RRL operates several µvalue¶ & µspecialty¶ formats. The µvalue¶ formats that RRL operates are:
µReliance Fresh¶, a neighborhood concept, µReliance Mart¶, an all under one roof supermarket
concept & µReliance Super¶, a mini-mart concept. The µvalue¶ formats offer a wide range and
assortment of products required for daily household needs. The µspecialty¶ formats are: µReliance
Digital¶, a consumer durables & information technology concept,µReliance Trends¶, an apparel &
accessories concept, µReliance Wellness¶, a health, wellness & beauty concept, µiStore by
Reliance Digital¶, an exclusive Apple products concept, µReliance Footprint¶, a footwear
concept, µReliance Jewels¶, a jewellery concept, µReliance TimeOut¶, a books, music &
entertainment concept,µReliance AutoZone¶, an automotive products & services concept and
µReliance Living¶, a homeware, furniture, modular kitchens, furnishings concept.

RRL rapidly expanded the stores network it operates through strategic partnerships with world-
class companies such as Marks & Spencer and Pearl Europe. RRL also entered into an exclusive
distribution arrangement with Asics Corporation Japan to market Asics brands of shoes. and
accessories in India.
CUSTOMER RELATIONSHIP MANAGEMENT

It is not enough to have great qualities, we should also have the abilities to manage them´. The
same concept can also be applied in an organization. For e.g. a company may produce a very
high quality products but it won¶t be able to succeed if it fails to manage or satisfy their
customers. Thus companies need to follow right strategy so that they were to manage their
customer and able to retain them as it is commonly said in the marketing that an exceptionally
satisfied customer is 6 times more likely to buy again as one who is merely satisfied & only 5%
increase in customer loyalty can boost profit from 25% to 85%´.

CRM is a comprehensive strategy & process of acquiring & retaining customers to create
superior value for the company as well as the customers.

CRM policy of reliance mart can be divided into four major parts, namely;

1)? Customer loyalty

2)? Customer retention
3)? Customer communication
4)? Customer gratification

There exists a customer relationship program called the reliance one membership programme for
the purpose of maintaining customer loyalty. The membership of Reliance Mart is very simple,
customer needs to fill necessary information like name, contact number, address, etc. The
information collected by the reliance mart is feeded in the database and the temporary
membership card is issued to the customer. By this card customer is able to redeem its points
whenever he/she shops in the stores. The collected points can be redeemed into cash from that
customer can purchase items from the stores.

The members also get an opportunity of taking part and winning prizes by the lucky draws on
regular intervals.

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 policy implementation is at the zonal level. Generally each state is regarded
as a zone and the offers and discounts in a zone are not available in other zones. Such policy
helps reliance retail to understand and capture the local markets better.
The products which show improvement in sales due to offers and discounts on them are repeated
again and again so as to retain the sales of the customers. Like offer on juices are kept for longer
period like 120 for pack of 2 Tropicana juice is running for years, etc these types of offers are
available only in reliance stores so that it is able to lure its customer.

Maintaining a good store ambiance is also a part of customer retention policy of reliance retail.
Clean and hygienic environment with properly and well spaced products along with a uniform
color theme attracts the existing customers to the store again and again
 A fast billing system and good and easy grievance handling system which can be accessed thru
customer service desk and company website, ensures that customers feel satisfied with the store
management. Less harassment to customers means better customer retention.

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 to existing customers takes the form of sms and e-mails, generally sent to
reliance one members. They get information about ongoing offers and also information and latest
news about their nearest stores and the company in general.
Another source of customer database is the information collected during the organizing of
special events in the stores. Customers participating in such events provide their contact
information which are also used in form of database for communication purposes.
Thank you and festive cards on special occasions are an innovative way of communicating with
the customers.
The special events organized by the stores across india are also a way to gratify the customers by
allowing them to play and win prizes.
Gift vouchers and discount coupons are an attraction for the customers and give them the feel
that the store cares about them and their money

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 is an important element of a sales process. Every company should
survey their customers in order to find out the satisfaction level among the consumers.

Various activities are done in order to enhance the shopping experience among buyers & various
offers, discount coupons; exchange offers are initiated by the firm in order to develop a good
satisfaction level in their existing customers. Special coupons are given to customers who can be
redeemed by the costumers in their future purchases from the store.

They have limited personal contacts with local customers and also send thank you and festive
cards to them so that it helps them

Analysis of customer Relationship management is done through feedback¶s which are taken from
customer at different point of time.

Thus all this strategy lead to customer loyalty towards Reliance mart and the member customers
wants to shop again and again so that they were able to retrieve the benefits of that services
which were offered to members only.