Customer relationship management at Pantaloons

Vishnu Waman Thakur Charitable Trusts VIVA College of Arts, Commerce and Science
RamMandir Road, M.B. Estate, Virar (west), Pin-401303

CERTIFICATE
This is to Certify that the following students of T.Y.B.Sc.(IT) have satisfactorily completed the case study on Project Management for the year 2011-2012

Professor-in-Charge

Head of the Dept

Date

College stamp

Acknowledgement
We would like to thank first of all, the almighty who have given us inspiration & courage to accept I.T. as a course of life.

Then we would like to thank our respected

Brijesh y.joshi

Who through their excellent teaching gave us the idea behind project mangemnet & boosted our mind to work on this Case-Study, selecting the topic of crm

INDEX
INTRODUCTION ABOUT PANTALOONS WHAT IS CRM TYPES OF CRM WHY CRM CRM IN PANTALOONS PANTALOONS GREEN CARD WORKING OF GREEN CARD BENEFIT OF USNIG CRM IN PANTALOONS

Introduction
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias leading business houses with multiple businesses spanning across the consumption space. Retail forms the core business activity of Future Group The companys leading formats include -Pantaloons, a chain of fashion outlets, -Big Bazaar, a uniquely Indian hypermarket -Food Bazaar, a supermarket chain

The company also operates an online portal, futurebazaar.com

About Pantaloons
Flagship enterprise, Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market Pantaloons, a part of Pantaloon Retail (I) Ltd., is among Indias largest chains of fashion stores, with 45 stores across over 24 cities In north zone there are total 12 stores and they wish to make it 100 by the end of 2010 all over India Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally It is the most profitable and revenue generating company of future group

What is CRM
Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing.

Types/variations of CRM
There are several different approaches to CRM, with different software packages focusing on different aspects. In general, Customer Service, Campaign Management and Sales Force Automation (SFA) form the core of the system (with SFA being the most popular

Why CRM??
Want to focus both on acquisition & Retention To convert daily footfalls into loyal customers Extraordinary service and customer satisfaction Increase customer share

Two Sides of the Road

Analytical CRM Customer information Business development Operational CRM Workflow Day-to-day activities

CRM at Pantaloons
CRM strategies can vary in size, complexity, and scope. Some companies consider a CRM strategy only to focus on the management of a team of salespeople However, other CRM strategies can cover customer interaction across the entire organization.
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In Future Group only Pantaloons is following Customer Loyalty Program CRM is practiced through the GREEN CARD program Green Card loyalty program contributes approx. 55% in profitability of Pantaloons across country Pantaloons maintains a customer database of 21 lakhs across India Software used is the Customer Loyalty Program

Welcome to Pantaloons Green Card Program

Informing the Customer about the loyalty program To become a green card member -Filling of form -Enrollment payment of Rs. 100 While filling the form various customer details like -Name -Address -Date of Birth -Phone No. -e-mail id -Income -Relationship Status etc. are collected to form the customer database

Shop and Get Rewards

WORKING OF THE CRM SOFTWARE

Benefits of CRM to Pantaloons

Customer profiling Direct Marketing Personally recognizing customers Integration of processes at the back end to identify customer buying habits Offering appropriate value and great service to encourage repeat business Ensuring that customer satisfaction continues to improve Cross selling and better service to customer Beating the competition by offering a better product, competing on the service experience rather than price alone. Effective tool for retaining customer. Promotion gets focused & thus cost reduction Frequency of Green Card members doing repeat purchases