50387243 crm in rilance fresh

8/22/2019 50387243 Crm in Rilance Fresh

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rural

or urban, old or young, white or black, malls or kirana shops, so on, people from every nook and corner needs everything which is available @ retail store. Butwhat matters is crm.


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Customer relationship management (CRM)is a broadly recognized, widely-implemented strategy for managing and nurturing a company's interactions with customers, clients and sales prospects. goals are to find, attract, and win new clients, nurture and retain those the company


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Reliance

Fresh is the convenience store format which forms part of the retail business ofReliance Industries of India. it is headed by Mukesh Ambani. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairyproducts. A typical Reliance Fresh store is approximately 3000-4000 square feetand caters to a catchment area of 23 km.


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fresh strongly believes in retaining and creating new customers. Reliance itselfis a very strong brand and has always proved itself in various occasions and invarious industries. The same continues with Reliance Fresh it provides all itsitems at not only competitive prices but also gives variety of offers and discount to its customers. The warm and friendly staffs make sure you are satisfied while shopping at reliance fresh outlets and always look forward for a continues shopping experience at Reliance fresh Reliance


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order to create loyalty among customers reliance fresh team works hard to provide their Best in products and services to their fullest

In


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CRM policy of reliance fresh can be divided into four major parts, namely; 1) Customer loyalty 2) Customer retention 3) Customer communication 4) Customer gratification


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There exists a blanket customer relationship programme called the reliance one membership program me for the purpose of maintaining customer loyalty. The membership programme is a very simple one where a willing customer is required to filla form giving personal information and he gets a temporary card which will be made permanent after six months. On each purchase of rs. 100 the customer gets one redeemable point on the production of card at billing counter. The collected points can be redeemed in form of discounts on future purchases on demand of thecustomer. The customers also get the opportunity of availing four different kinds of insurance on the payment of a nominal fee. For example a customer can get an accidental death insurance of rs six lakhs on the payment of rs. 400 only. Other forms of insurances are disability, hospitalization and home insurances. Themembers of relianceone get the opportunity of taking part and winning prizes bythe way of lucky draws on regular intervals.


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Customer retention 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 capturethe local markets better. The products which show improvement due to offers anddiscounts on them are repeated with these offers again so as to retain the salesof the customers who bought it the last time. Also such the days best offers are constantly announced in the store making the regular customers aware about them. Maintaining a good store ambiance is also a part of customer retention policyof 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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Communication to existing customers takes the form of sms and e-mails, generallysent 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 theorganizing 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. Trained salespersons makecustomer gratification very easy. A simple thank you with a smile goes a long way for the store to keep the customers happy. The special events organized by thestores across india are also a way to gratify the customers by allowing them toplay 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. Local customers many a times make limited personal contacts with the storestaff just like that made at a kirana store and help the store to some extent tomaintain a relationship with the customers.


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relationship marketing program introduced by Reliance Retail. You can collect your Reliance One Points when you shop at participating Reliance Retail Stores anywhere in India. You earn 1 Reliance One point for every Rs 100 that you spend.


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Reliance One points on all your purchases at Reliance Retail stores Bonus Reliance One points even on everyday essentials Special Offers customized for your requirement Discount Vouchers Exclusive Reliance One Members only preview for promotions Invites to exclusive events Earn


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During

season and festival time they have lucky draws and lucky dip Lucky dip of Reliance Fresh may include 1 gram gold coin for 1lucky customer every day for few daysduring onam, Diwali, EID. They also include prices like 1lucky winner could winani20 Car by filling up a simple form with the purchase of more than 2 pet bottles of Pepsi co.


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Gift

vouchers of 100, 200, 500 given to customers who may purchase Items more than 1000,2000,3000. vouchers given during festivals to customers who make bulk purchase.

Special


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is a card which was given to the customer at free of cost. This card helps to increase the loyalty sales percentage of the store. Benefits ofthis

This

card are:

will get 1% point of his purchasing amount added to his\her membership card.Customer When

these points will become 25, it means that 25 points isa discount of 25/-equivalent to 25/-. He\she will be able to redeem his\her points & get With this card customer will get Accidental Death Insurance of 50000/- by default. customer will recharge their Hutch, Reliance, Airtel & Idea mobile from CSD then also 15 pointof the amount he recharge will be added to his card.If


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Con..

In starting customer will get temporary card, which is valid for 180 days. Within 180 days customer will get permanent card, which is look like plastic card atpostal address given by the customer in the form for issuing of RelianceOne Membership Card. Conditions for eligibility of

permanent card are as follows:Customers have to do a purchasing of 1500/- with the help of card within 3 months from the issuing date OR he have to scan his card at least 10 times. If abovecriteria is not fulfill then in next 2 months customers have to do a purchasingof 600/- with the help of card OR he have to scan his card at least 6 times.


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Those

products which may be lying in the rack for more than a month unattended they would be brought forward to the Gondola offering 50% discount on the same. Vegetables more than t+1 would be packed together and offered at half its price

Similarly


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Other

discount may be varying from 5%- 50 % on the basis of nature of the product andthe reason for discount Normally during peak seasons various discount on each products may be offered to encourage at least minimal price reduction to the Product and more foot fall.


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new products that come to the market may need to be well projected to the mindsof the customers so that they can intend buying the product, so one to one freeoffers are introduced. When Reliance came up with its own brand of Wheat noodles, it came up with this one to one Offer. Many


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special discounts on Saturdays and Sundays so that foot falls would increase. they started focusing individually at different outlets having different days. Like Reliance Fresh Kadvanthra Branch normally offers discounts on Wednesdays

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Fresh also gave away scratch cards on purchase more than 2000 during Christmas time. Scratch cards may include 100- 500 Rs cash discount, Bumper car worth 5lakhs, gold coin 1gram etc. Reliance


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Grocery ItemsProduct Basmati 1kg Shakti atta 10kg Nutra soya oil Bourn vita 500gm Amul butter500gm 3Set Wet Dairy ghee 1kg

old 50 180 90 124 92 455 210

offer price 37 155 69 114 86 400 175


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The

present reliance shop which we visited is adopting the best strategies to improve sales and good reputation in market. They have implemented the fixing of priceon all items on kg basis and purchased item are changed accordingly. The priceof all items in the store are maintained at price lower than outside market. Theitems are arranged in a systematic manner thus enabling the customer to buy efficiently.


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. Sales

person are provided in each section so as to assist the customers. All items like food cloth vegetables kitchen items under one roof make it convenient for thecustomer to buy


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Personal

contact no Policy less followed in small towns Common policy for reliance freshand reliance mart. Delay in processing of membership cards Long queues @billingcounter


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Timing

to call No of billing counters increased. Inform through sms More new technologycan be adopted Change of policy of both stores.


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50387243 crm in rilance fresh

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