IDIC MODEL

CUSTOMER

IDENTIFY INTERACT

DIFFRENTIATE CUSTOMIZE

Identity- Reliance retail is a retail stores which sales their various kind of
product under one umbrella. So, the company use to target the customers like
working women man, students, housewives. They just want to give the
services to people who don’t take out their time from their work. The company
just recognize the need of their customers and delivery their product in their
different kinds of departmental stores. In 2016 the company started their
online services where they used to provide a fashion clothing to their
customers. An in the year 2019 compony used to provide a toys to the toddlers
so from here we can see they use to target every segment of their customers.
So they use both multi and omni channel to give best service to their potential
customer to convert them as loyal customer.
The employees are trained to welcome all customers and treat them as
friends. As a result, their conversational tones with their customers are
generally very casual, friendly, bubbly, and positive. This is done to make
customers feel more at ease and at home, with the hope that they will also
open up to them.
Interact- As stores are large in size, open to the public and very popular. They
sell a wide variety of well-known brands, household items, appliances, sports
goods, home furnishings, toys and car services, and clothing, etc. So by giving
different kind of discount is a type of sales format that works at low cost and
has almost no customer service.
Selling direct sale is where the customer and seller have direct contact away
from the store. Direct sales are also called home sales. The total amount of
direct sales has been growing in Reliance retail by increasing the amount of
stores in different cities.

Differentiate- They give more preference to their customer who used to visit
regularly in their retail store and provide them attractive offers if possible.
They just make every shopping simpler for their loyal customers and because
of thee company have more than 150 million of loyal customers and it was
recorded that in the year 2021 there was a footfall of more than 640 million of
customers in their stores. They also giving personal attention to their every
potential customer so that their potential customers get converted into loyal
customers.

Customise- They customise their every offers in every seasons and also use
to customise their services and products if we take an example of reliance
jewel they use to sell their jeweller item their so for giving a good services to
their customers they kept karameter so that the customers can easily check
the purity of jewellery and if we take the example of their Project Eve were
company used to sell their customise ladies wear to the woman who were at
the age between 20-25 and every year the company customise their products
to give better competition in a market.
In order to increase profits, the company either upsells or cross-sells their
products to their regular customers, and how the staff chooses to recommend
the items is based on their interaction with their customers; their preferences,
and their likes and dislikes.
 Customer Retention Program of Reliance Retail
Customer Loyalty Program-