Aman Manish(07)Aakash Bara (04)

Deepak Toppo(05)Sumit Sharma (17)

Saurabh Shagger(32)Amlaan Chatterjee (08)

Max Manish(18) Abhijeet John(11)

CUSTOMER RELATIONSHIP MANAGEMENT

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.

INTRODUCTION TO THE CASE

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

RETAIL OVERVIEW IN INDIA

MAJOR RETAILERS

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: INTRODUCTION

Denim festival Customer Care association First Citizen Card Surprise Sale Valentine Sale

SHOPPERS STOP: PROMOTION

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.

FIRST CITIZEN CLUB

Avg spend per visit

Up to Rs.500

Rs. 501- 1000

Rs. 1001-2000

Rs. 2001- 3000

Rs.3001-4000

Rs. 4001-5000

Rs. 5001 above

Total

Up to 35- 1000

15 10 22 8 9 6 105

10001-2000

9 84 61 56 21 16 6 253

20001-25000

6 48 10 8 11 5 5 93

25001-30000

10 45 68 190 6 6 4 149

Total 60

192 149 96 46 36 21 600

BENEFITS AT A GLANCE

Benefits Classic moments Silver edge Golden glow

First citizen reward points(on net purchase)

One reward point for every purchase of Rs. 100

One reward point for every purchase of Rs. 50

One reward point for every purchase of Rs. 34

Extra Reward Points on preferred brands

- 1% 2%

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 Alternatives

- - Yes

Out-store offers Yes Yes Yes

Exclusive Previews-Merchandise & Sale

Yes Yes

BENEFITS AT A GLANCE

Privileges of being a Shoppers Stop First Citizen

Earning Reward PointsPreferred Brands Reward PointsA few pointersRedeeming Reward PointsTracking your Reward PointsShoppers Stop First Citizen Desk56161-Shoppers Stop First Citizen First How to maintain or upgrade your

Shoppers Stop First Citizenship

THANK YOU