CRM at PANTALOONS

Presented by:
Group 7
Fresh Look, Fresh Feel & Fresh Attitude at Pantaloons
Fresh Fashion !

Customer Relationship Magic at

PANTALOONS
 Our Special Thanks To….
• We express our sincere gratitude to our
mentor Prof. S.K MUKHERJEE for his
valuable guidance for successful completion
of the project.
• We are also thankful to Mr. Sunny Yadav
( Store Manager of Pantaloons, Shipra Mall)
& Mr. Devesh Gupta( Department Manager)
for devoting their previous time in giving us
the required information on CRM .
 Introduction
• Future Group, led by its founder and Group CEO, Mr. Kishore
Biyani, is one of India’s leading business houses with multiple
businesses spanning across the consumption space.

• Retail forms the core business activity of Future Group

• The company’s leading formats include –

-Pantaloons, a chain of fashion outlets, 
-Big Bazaar, a uniquely Indian hypermarket chain,
-Food Bazaar, a supermarket chain

• The company also operates an online portal, futurebazaar.com

 Pantaloons…..
“Fashion is all about the now. Why, then should people
not see a fresh look every time they walk into a
Pantaloons store? That is the thought behind 'Fresh
Fashion'. An idea that has captured the imagination of
young India. With a focus on the youth of today,
Pantaloons offers trends and fashion that defines the
hopes and aspirations of this demography”
 About Pantaloons
• Flagship enterprise, Pantaloon Retail (India) Limited, is
India’s 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
India’s 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
 Why CRM?
• Want to focus both on acquisition &
Retention
• To convert daily footfalls into loyal
customers
• Extraordinary service and customer
satisfaction
• Increase customer share
 CRM at Pantaloons
• 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

 Special Benefits On
Enrollment
• 200 Gift Voucher
• Friday 5%
• Pizza Hut 20%
• Pind Baluchi 15%
• YO China 20%
• VlCC 30%
Shop and Get Rewards
 Membership & 12 month
Purchase-based Upgrading
System

• Three Star Card - Upgrade to a 3

star status by shopping for Rs.
8000/- immediately preceding 12
months of current shopping date.
• Five Star card - Upgrade to a 5 star
status by shopping for Rs. 20000/-
immediately preceding 12 months of
current shopping date.
• Seven Star - Upgrade to a 7 star
status by shopping for Rs. 40000/-
immediately preceding 12 months of
current shopping date.
WORKING OF THE CRM SOFTWARE
(Customer Loyalty Program)
CRM @ Pantaloons Takes You To a New
World of Exclusive Benefits and Privileges

• FASHION FRIDAY (additional

5% discount to all members)
• Instant discounts for every
time you shop at Pantaloons.
• Regular updates on themes,
collections and promos
(beginning & end) via
catalogues, sms and email.
• Special invites to the most
happening events.
 Contd….
• Tracking of buying behavior-Customers
are informed for their preferences
(whenever there are new stocks of their
preferred brands).
• “One card, any store”
Integration of data base across all stores
of Pantaloons.
• Customer feedback through drop box &
share with us program (
sharewithus@pantaloons.com)
• Catalogues are couriered to customers
Birthday @ Pantaloons
• Birthday Call to all Green
card members
• Birthday Celebration of 7-
Star Members :
-Give a call , Send Greeting
Card, Cake & Bouquet
- Birthday is either
celebrated in store or the
store manager personally
visit their home with cake,
card & a bouquet
Additional Benefits @ Green
Card
• Green Add on Cards
- 1 and 3 star member : 1 add-
on card
- 5 and 7 star member : 2 add-
on cards
• Green Days: End Of Season
Sale
• Green Channel: special billing
counter during End of Season
sale
• Green Offers
• Green Service Desk
• Green Exchange
• GreenDrop
7 Star Privileges – A Big “WOW”
 Some More Benefits To 7-Star
Members
• Free parking space
• Free gifts
• Stock manager personally deal them
• Promotion is communicated first
Data Analysis & Interpretation

Store Preferred By Customers

13%
27%
Lifestyle
20% Pantaloons
Globus
Shoppers Stop

40%
 Contd….
% of Green Card Members

40%
yes

no
60%
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
 Contd….
• 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
Thank You….