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CRM at Shoppers Stop


Objectives
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Understand what customer loyalty is.
Know the customer data collection techniques
Discuss the data analysis methods
Identify the target customer
Develop CRM programs
Understand the CRM implementation techniques.
Contents
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 Slide No.
 Introduction to Shoppers Stop 4
 Shoppers Stop Accomplishments 5
 Customer Relationship Process 8
 It’s Not About Customer Loyalty 9
 Loyalty card Program: The First Citizen 10
 Project Drishti 12
 Shoppers Stop: Process 14
 Developing CRM Programs 15
 Comparision with other Players 18
 Sales Promotion & CRM 19
 Future Prospects 20
Shoppers Stop: Introduction
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 Founded in October 27, 1991 by the K. Raheja group of


companies.

 Progressed from a single brand shop to a Fashion & Lifestyle


store for the families.

 International and domestic brands across categories such as


apparel, accessories, cosmetics, home & kitchenware as
also its own exclusive brands

 Their target customers are upper middle class and upper


class of age group 16-40.


Shoppers Stop: Accomplishments
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● “The Emerging Market Retailer of the Year


Award“(World Retail Congress at Barcelona,
on April 10, 2008)“
● Most admired Fashion Retail Destination of the
Year“(Images Fashion Forum - Jan 2009)
● Most Admired Retailer of the Year (Customer
Relations) – Shoppers Stop. (IRF 2009 - Sep
2009)
● "Best Visual Merchandising“(VMRD Retail
Design Award – July 2009)
● "Retailer of the Year - Fashion & Lifestyle“ (Asia
Retail Congress - Feb 2009 )


Re-Positioning
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EARLIER
Re-Positioning
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NOW
Customer Relationship Process
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 Date of Purchase
Amount of merchandise Purchased
 Customer Preferences
 Demographic data of the customer
 Customer
Life time
Lifevalue
styleof the customer
Monitoring the Pyramid
Customer
Customer process
response through
to the periodic
promotion assessments
programs
Cordiantions among different departmens
RFM Analysis
 

To retain potential customers.
To convert average and good customer into loyal and high life style value cus
To get rid of unprofitable customers
It’s Not About Customer Loyalty
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 Don’t count on customer loyalty


 They will bolt for a penny
 They will bolt if you don’t smile
 They will bolt if you don’t deliver what you promise
 Customers are smart
 Customers have lots of choices
 You need your customers more than they need you
 Forget about the lifetime value of a customer to you
 What’s important is YOUR lifetime value to your
customer

Loyalty card Program: The First Citizen
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Loyalty cum credit card
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● Co-branded credit card tie-up with Citibank


● Zero annual card Fee.
● First Citizen Citibank Card offers double the reward points
on purchases at Shopper's Stop.
● Earn 1 First citizen point per Rs. 100 spent at all other
outlets.
● Save upto 20% at more than 600 restaurants in metro
Cities

 Result:
Has generated a database of over 4 lakh members who
contribute to nearly 50% of the total sales of Shoppers’ Stop
Project Drishti
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 Sales falling into an 80/20 pattern


 70% revenue comes from 15% of its customer base.

 Understanding the consumer behavior
Why, What & How frequent consumer buys.
 How to satisfy them and thus increasing the frequency of
their visits
 Analysis of 1.5 million loyalty customers.

 Project Drishti(2008)
 Have data warehouse and mining project.
 Enables micro-segmentation across its multiple retail
Contd..
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 formats to create offers for its high spenders.
 Help to analyze customer by demographics.
 Enables to cannibalize with the customers of different
stores.
 Measure merchandise availability in a store

 3% increase in Revenue

Shoppers Stop: Process
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 Retail-friendly supply network, connects its locations online


all over India.
 Enables immediate replenishment of stocks at any given
outlet.
 ERP package - imported from the US-based company J. D.
Armstrong, and is called the JDA package.
 JDA suite
 Database: IBM AS/400 and DB2 database
 Merchandising: JDA-MMS
 Oracle Financials
 CRM: Business Objects

DEVELOPING CRM PROGRAMS
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To retain the best customer


To convert good customer into loyal and high lifetime
value customer
To get rid of unprofitable customers


Customer Retention
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er Stop offers door delivery services.


ffer credit and financing options to card holders.
o uses their own blog and encourages
the customers to create a blog
o customer write their review and
information on quality of
merchandise
Converting the good customers into Best:
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 Shoppers Stop encourage their customers to purchase


more. They follow 2 strategies to get better realization
from them :
o Cross merchandising
o Add on selling
Comparision with other Players
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Sales Promotion & CRM
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Various Festive Offers.


First Citizen Card
Surprise Sale
Valentine Sale
Gifts & Vouchers
101-day Shopping Bonanza to pull in customers into
the stores.


Future Prospects
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Avail their Elite customers to have 1-day sale, in a


year.
Keeping up with the fast changing technology.
Data Management
Multichannel Contact
Social Networking
Brand Identity and Advocacy

Refrences
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http://train-srv.manipalu.com/wpress/?p=58965
(21.10.2010)
http://www.shoppersstop.com/index.jsp.vr
(22.10.2010)
http://www.cio.in/view-top/shoppers-stop%E2%80%9
(22.10.2010)
http://www.loyaltysquare.com/shoppers_stop.php
(22.10.2010)
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