CUSTOMER RELATIONSHIP MANAGEMENT

Aman Manish(07)
Aakash Bara (04)
Deepak Toppo(05)
Sumit Sharma (17)
Saurabh Shagger(32)
 INTRODUCTION TO THE CASE

 Shoppers stop zeroed in retailing men’s wear in 1991.

 Concept of a lifestyle store in a luxurious space.
 In a span of 9 years annual turnover of 160 crores.
 More than 60% of the customers who walked in were
women.
 This was when they decided to go ahead as a full
fledged retail outlet for all apparel and lifestyle needs.
 Shoppers stop executives stated training
 IMRB conducted a research to reveal that majority of
the customers came from the age group 21-25 years.
RETAIL OVERVIEW IN INDIA

 Traditionally retailing in India can be traced to

 The emergence of the neighborhood ‘Kirana’ stores catering
to the convenience of the consumers.
 The latter half of the 1990s saw a fresh wave of entrants with
a shift from Manufactures to Pure Retailers.
 For e.g. Food World, Subhiksha and Nilgiris in food and
FMCG; Planet M and Music World in music; Crossword and
Fountainhead in books.
 Emergence of hyper and super markets trying to provide
customer with 3 V’s - Value, Variety and Volume
 Expanding target consumer segment: The Sachet revolution
- example of reaching to the bottom of the pyramid.
 At year end of 2000 the size of the Indian organized retail
industry was estimated at Rs. 13,000 crore
MAJOR RETAILERS
SHOPPERS STOP: INTRODUCTION

 The foundation of Shoppers' Stop was laid on

October 27, 1991 by the K. Raheja group of
companies
 28 retail outlets across the country and is planning to
spread its wings with futuristic expansion plans to
meet the challenges of the retail industry
 With a Gross Retail Turnover of Rs. 8996 million,
Shopper's Stop has become the highest benchmark
for the Indian Retail Industry.
 Has progressed from a single brand shop to a
Fashion & Lifestyle store for the families.
 SHOPPERS STOP: INTRODUCTION

 Is the country's largest chain of Department Stores.

 International and domestic brands across categories
such as apparel, accessories, cosmetics, home &
kitchenware as also its own exclusive brands
 HomeStop is the first-of-its-kind premium home
concept store at Bengaluru, Mumbai and New Delhi,
offering a wide range of products
SHOPPERS STOP: PROMOTION

 Denim festival
 Customer Care association
 First Citizen Card
 Surprise Sale
 Valentine Sale
FIRST CITIZEN CLUB

Loyalty programs are:

 Key drivers for enhancing customer experience.
 Active point of differentiation.
 Help pinpointing individual buying patterns and predicting
future customer behavior.

Objective:
Ensure stickiness by increasing rewards to customers on every
purchase they make at the shop.

Eligibility:
Any customer who purchase goods worth a predetermined
amount.
FIRST CITIZEN CLUB

Modalities:
 Earn points which can be redeemed against their bill amount.
 Three tiers with increasing value per point at each level.
 Members are given special sale previews, birthday gifts &
unique focused offer.

Results:
Has generated a database of over 4 lakh members who contribute
to nearly 50% of the total sales of Shoppers’ Stop.
Avg Up to Rs. 501- Rs. Rs. Rs.3001 Rs. Rs. Total
spend Rs.500 1000 1001- 2001- -4000 4001- 5001
per 2000 3000 5000 above
visit

Up to 15 10 22 8 9 6 105
35-
1000

10001- 9 84 61 56 21 16 6 253
2000

20001- 6 48 10 8 11 5 5 93
25000

25001- 10 45 68 190 6 6 4 149

30000

Total 60 192 149 96 46 36 21 600

BENEFITS AT A GLANCE
Benefits Classic moments Silver edge Golden glow
First citizen reward One reward point for One reward point for One reward point for
points(on net purchase) every purchase of Rs. 100 every purchase of Rs. 50 every purchase of Rs. 34

Extra Reward Points on - 1% 2%

preferred brands
Associate Card Yes ( Rs. 125) Yes( Up to Rs.125) Yes
Regular Updates Yes Yes Yes
Exclusive cash counters Yes Yes Exclusive golden glow
cash counters
Free Parking Yes Yes Yes-Reserve parking on a
first come first served
basis
Valet Parking Yes Yes Yes
Free First update - - Yes
Home Delivery of - - Yes
Alternatives
Out-store offers Yes Yes Yes
Exclusive Previews- Yes Yes
Merchandise & Sale
BENEFITS AT A GLANCE

 Privileges of being a Shoppers Stop First Citizen

 Earning Reward Points
 Preferred Brands Reward Points
 A few pointers
 Redeeming Reward Points
 Tracking your Reward Points
 Shoppers Stop First Citizen Desk
 56161-Shoppers Stop First Citizen First
 How to maintain or upgrade your Shoppers Stop
First Citizenship
THANK YOU