CRM Strategies used in Pantaloons

1. Customer acquisition -Customer acquisition is the process of attracting more

customers or getting individuals to purchase your items. It is a technique used by the
companies to convert customer from brand recognition to purchase decision and
afterward they focus on customer retention.
Pantaloons used different strategies to acquire customers some of them are as follows: -

a) Display Advertising- where they use hoarding and pamphlet to attract different
customer.
b) Social Media Marketing- After this pandemic people use more social media to
connect with each other and pantaloon use this platform to acquire customer by
showing they different offers and attraction deals over their social media.
c) Affiliate Marketing- Affiliate marketing is a type of advertising which is used by the
company where they use third party to generate lead for their product and services
in exchange of that they receive commission and other benefits by the company.
Pantaloons uses INR-Deals ad network as one of their partners in affiliate marketing.
Pantaloons pays ₹275/ per sale for every lead converted.

2. Customer retention- Pantaloon being one of the largest fashion retailers of the
country have now tied up with payback as a part of loyalty program. To maintain
better relationship with the customer so that they can retain the customer because
cost of retaining an old customer is much less than acquiring a new one so, to be
more economical they use Green cards program.
The customer falling under this green card enjoy more privileges than other customer.
a) Green- add-on Card -This card benefit can be shared with the family member. Family
of green card holder don.t need a new card they can take all the benefit of offers. A-
1 and 3 Star member gets 1 Add on cards with green card and member with 5 and 7
stars get 2 add on cards to avail offers.

Rhythem Bedi (PGFA2041)

b) Green days- These green days are like prime membership in which you get early
access to lates merchandise over other customer. These benefits are only given to
green card holders so that they can enjoy the benefits of early access.
c) Green Channels: - Green channel is like a service lane parallel to main counter
where, the green card holder can avoid the rush of main billing counter and use
green channel for faster billing and checkout.
d) Green offer promotion- The offers are sent to green card holder before other
customer ton regular basis. All these are the special offers and benefits which are
further enhanced to all customer but only when green card holders have completed
their shopping.
e) Green Exchange: - Under this program the green card holder gets extra days for
exchange with respect to regular customer. 60days for 2- and 3-star customer and
90days for 7-star customer.

3. Customer service- customer service is referring as how a company deals with

customer on their query and other grievances company can provide or dedicate a
team specially designed for seamless service of customer query. It could be through
one-on-one interaction of chat bot etc. Pantaloons have quick chat as one of the
customer service modes where we can put out details and query and one o f the
customer service will contact you. With this they have phone number and email
address where we can connect to their customer service department between 11:00
am to 9:30 pm.
4. Customer satisfaction- Generally customer satisfaction depends upon quality,
ambience, face value, differentiation, and access. The better these factors will be the
more satisfied the customers will be.
a) Quality- The better the quality of cloths and other product the more
customer it will attract. Pantaloons have huge merchandising mix which
includes men’s formal, sportswear, Ethnic wear, children wear, ladies’ casual,
cosmetics, jewellery, deodorant etc. Customer can get everything under one
roof which somehow help in customer satisfaction.
b) Store interiors and ambience- Store ambience plays important role in life of
customer because it helps them to retain the ambience in their memory
which bring them again and again. Ambience includes lights, music, colours,
fragrance, complete environment inside the store.
c) Product Dept- The items in each type of product helps customer to give more
options while shopping which Is the most important part when we go for
shopping. The more options with you means more customer with you.

5. Service recovery – In simple word service recovery is like the solution for a particular
issue in specific. Many companies do this mistake by providing generalise solution
for every problem which hurts the customer and result in losing them which any
company can’t afford. Same is the case with pantaloons. What pantaloons does is If
any customer have any issue they provide specific solution for that as they have
respective service team for seamless flow of customer service.

Rhythem Bedi (PGFA2041)

 CRM Strategies used in Starbucks
1. Customer Acquisition
a) Excellent Quality- Starbucks has its multiple stores all over the world which not
only serve you with good coffee and food but also with high quality coffee
accessories.
b) Word-of-mouth- Being a premium coffee brand it doesn’t involve it selves in
much social media marketing. So, its brand awareness is generally created by
customers word of mouth.
c) Wi-Fi technology- As a welcoming gesture, it gives free Wi-Fi facility to its
customers to connect to others and to continue their work while enjoying their
meal.
d) Campaign system- Here, CRM software is used to keep track of campaign
information, customer reactions in the stores, and campaign analysis.

2. Customer Retention
a) Reward system- Customers get automatic loyalty benefits in the form of rewards
like being a gold member of Starbucks or getting a free drink on any day of your
birthday month or may be getting a privilege of two customized beverages and
even after purchasing raw coffee you can get one free drink. And being a
consistent gold member of Starbucks helps in availing many benefits.
b) Mobile Payment Method- Starbucks has enabled its payment through an
application which be downloaded on android, iPhone & iPad users which will
save the customers ordering and waiting time. Hence, Customers can relax and
enjoy their coffees for a longer duration.
c) Customer convenience- With the help of app customers can cut the wait time
and order their food and beverages.

3. Social Responsibility & Relationship

a) Supporting farmers- Starbucks being a responsible company makes continuous
efforts to buy, sell and serve high quality coffee to its customers by supporting the
coffee farmers in the world and ensuring responsible and ethical growing practices.
It promises to purchase only ethically sourced coffee as part of its (Coffee and
Farmer Equity) C.A.F.E. Program.
b) Green Construction- Even the cups used in Starbucks are not only recyclable but also
leads to water conservation. Basically, its future goal is to have healthier retail,
coffee conservation and community involvement.
c) Consistency- Despite of the cultural differences, Starbucks manages to serve same
quality of coffee in any part of the world. Even the coffee aroma in Starbucks store is
so mesmerizing that it soothes the customer’s mind. Therefore, dealing with
customer, its services, stores infrastructure and its benefits are all same at any
Starbuck’s store.

Rhythem Bedi (PGFA2041)