Q1 . Shoppers Stop was the first among the organised retail players to initiate CRM practices.

What do you find from the above case study to substantiate this view? Kindly explain with the
help of CRM Process in building relationships? 

CRM process in building relationship :

Shoppers Stop was the first organized retail company to implement CRM. The goal
of Shoppers Stop was to create a fashion and lifestyle boutique. It did a thorough
analysis of its target demographic, which is upper middle-class people with
disposable income who are looking for high-quality service.

The process they adopted to build the relationship with customers are as follows:

1. First Citizen:  When shoppers realized that the majority of their sales came from
repeat customers, they decided to focus on them. They provided exclusive perks.

2. Reward points, exclusive offers, exclusive cash counters, updates on what one
can look forward

3. According to the foregoing initiatives, customers who have membership feel

unique, and the company looks after them by providing perks. Standing in line to
pay bills is a tedious chore that most customers prefer to avoid, therefore they
choose to buy on weekdays rather than weekends. Customers who have a
membership will feel far more special than those who are waiting in line.

4. Giving loyalty points and also discount on every purchase makes customer buy
more.

5. First Citizen Citibank Credit card: This will help shoppers stop grow its customer
base since other citi bank customers seeking for credit cards will see the shoppers
stop first citizen credit card and will continue to shop at shoppers stops because it
offers a loyalty programmed and discounts on every purchase.

7. Getting the right software employees to develop CRM

8. Checking the status of every customer which section of the customers purchase
more. This help them to segregate customers and come with first citizen, citi bank
credit card offers.

9. Sending personalized emails keep customer retention on the brand active and
will shop from the same store.

10.They followed the step of Reaching the potential customer, Acquiring new
customers, Converting the customers, Customer retention, and the customer
loyalty programme.
Q.2 Shoppers Stop has initiated many things in the direction of keeping customers for
life. What are those initiatives? Would you demonstrate the customer value, customer
Loyalty Programe and loyal customers Ladders in this case study? discuss 

 With the assistance for SAS BI server and Enterprise miner they analyzed the

variability of consumption by different customers using which they
were ready to bring innovative customer loyalty programs.
 Analysis helped them understand share of wallet ,study target market
demographics to assist their buying and merchandising decisions
 It also helped them improve their supply and vendor managing, loss
prevention, and corporate finance performance.
 Shoppers Stop was one of the first few retail chains to use scanners and bar
codes, as well as to promote fully automated operations.
 Also has ERP which helps in quick decision making process- open new stores
faster, get necessary information online.
 Shoppers Stop's CRM programme is based entirely on the idea that the cost
of obtaining a new client is higher than the cost of retaining an existing one.
 First Citizen Program - First Citizen is one of the very significant loyalty
programs of Shoppers’ Stop. This was designed with an objective of making
the customers feel special.
 Shopper's Stop partnered with Citibank to launch the Citibank First Citizen
Card. It was the first retail store to collaborate with financial services on co-
branding efforts.
 First citizen Citibank debit card
 It also brought in a Citibank stall, making Citibank loans more accessible to
its consumers, demonstrating SS's goal of fostering customer happiness
rather than merely satisfaction.

Shoppers' Stop's consumer loyalty programme, the First Citizen Club, was created
to build customer loyalty. It also mentions the First Citizen Citibank MasterCard,
which was launched in collaboration with Citibank and MasterCard.

The shoppers stop loyal customer ladder begins with the customer by choice and
then by occasion, and the shoppers stop was best with CRM practise, and it
eventually moves the customer from satisfaction to the next level, which is
customer by choice, followed by customers by repetition, and finally, customer by
loyalty, and the shoppers stop has the best customer loyalty programme that helps
the company succeed.
Shopper's Stop has developed as a successful retail shop among the severe retail
competition thanks to a number of efforts. In this situation, shopper's stop has
undoubtedly acquired the "First mover advantage."

Q.3 If you were in the place of Incharge of relationship management practices, what
innovation would you have done and how has it provided a competitive edge to a brand in
today's scenario?
In order to enhance customer relationships, we'd like to specialise in each and
each interaction made by customers with our brand. Here are a number of the
simplest customer relationship management examples that delve important
customer interactions.

Deliver live assistance to spice up customer engagement: Live assistance is gaining

ground as a prominent channel for all industry because it makes interaction easier.
It helps to conclude an outsized a part of the customer journey context and boost
customer satisfaction.

Live engagement platforms offer face to face video chat assistance that assures
security to customers for handling their complaints via direct conversation
remotely.

Co-browsing solution greatly impacts online customer support by empowering your

agents to converse over the customer’s browser and assist to the proper page or
filling up forms.

Charting a replacement digital strategy within the COVID-19 crisis: With its

primarily offline shopping experience, the retail sector has been hard hit by global
store closures amid the COVID-19 crisis in 2020. On the opposite hand online
sales are encouraging, although it's not enough to mitigate the damage by
change is that the need of hour.

Shoppers Stop must spend capital scaling up its digital strategy and online

capabilities to enhance integration between online and offline for faster deliveries
and real-time tracking of products. to realize this goal, Shoppers Stop will got
to consider new ways to interact its customers digitally, not just through its online
store, but through online communities and social media.

Mobile commerce: In order to take care of a foothold over competitors Shoppers

Stop must realize the potential of mobile commerce and wishes to catch up fast
with changing trends. Different sorts of marketing research strongly point towards a
scenario wherein spending on mobile commerce will overtake traditional offline
store sales. Shoppers Stop must quickly make mobile shopping not only an
easy experience but also a pleasant one.

Provide engaging and unbeatable user experience through hyper-personalisation:

In order to really personalise the customer experience, Shoppers Stop got to make

sure that each interaction is defined by the customer themselves. Millennials are
happy to share personal data that results in a more personalised shopping
experience, and it’s this cohort that's embracing the advantages of hyper-
personalisation.

Hyper-personalisation can ask actually customising products; offering particular

products especially locations supported what’s trending; leveraging omnichannel
data to personalise communications; or real-time engagement. Customers believe
being treated sort of a person, not variety , is extremely important to them. The
meaningful engagement offered by hyper-personalisation can cause an improved
customer experience, coupling user satisfaction with improved sales.