JAYOTI VIDYAPEETH WOMEN’S UNIVERSITY

BBA IN RETAIL MANAGEMENT

SUBMITTED TO-PROF. MINI SUBMITTED BY-PAYAL JYOTI

ARRAWATIA I
ENROLLMENT NO-JV-U/19/3176
• Mission:

To become India's largest retailer delivering superior value to its customers, suppliers and
shareholders

• Vision:

Deep insight into India's economic, cultural and consumption diversity.

 TYPES OF CUSTOMERS

5 types of customers

 Angry customers
 Impulse customers
 Insistent customers
 Loyal customers
 New customers
1. New customers
Newcomers are always going to have a few questions about how things work but might not
always know how to ask.

If they’re in your help-center already, they clearly liked something about your product and
probably aren’t looking for you to upsell them.

New customer needs most likely involve looking for guidance through an issue that agents
might find simplistic. However,
just because these tickets aren’t always the most challenging, it is still important to serve them
to the best of your ability.

2. Impulse customers

This customer is quick to buy when something catches their eye, but aren’t always the best at
reading the fine print.

So in situations where these types of customers get a product that isn’t exactly what they
thought it was, they might be impulsive in calling customer support as well.
3. Angry customers

Whether they are just having a bad day or have encountered the same issue one too
many times, you will have to deal with some customers that aren’t being very friendly.

As difficult as this category can be to handle, it is important to remember that they are
frustrated for a reason.

Having a strategy in place for angry customers can have a huge impact, so you never
want to seem unsure of the situation as this could frustrate the customer even more.

4. Insistent customers

Here we have a case of the highly informed customer types.

These shoppers usually do quite a bit of research before finalizing any sales and so have
probably tried a number of solutions before they contacted customer service.

When dealing with an insistent customer, it is important to provide proof that you have a
more effective way of solving their issue. Easy access to a knowledge base
or other informational content can greatly improve this process.
5. Loyal customers

This should be one of your favorite types of customers, but they may also be expecting an
even higher standard of service.

Having been a part of your customer base for years, the loyal customer is the joy of the
sales department. Yet there is added pressure for the support team to be aware of
and able to handle any specific needs this customer might have.

Since they already have a preference for your company, loyal customers can be a way to
foster organic marketing if you can get them to share their story on social media.
Our Values & Behaviours
1. Customer Value:

We believe the customer is the reason for our existence and the only guarantee
to our future.

Everything that we do must delight our customer, each time and always.

2. Ownership Mindset:

We believe the success and reputation of the company is paramount.

Having an ownership mindset is fundamental to our existence.
It creates a sense of inspiration and purpose. It enables accountability and
accomplishment.

It ensures our strong commitment to the highest standards of safety and

environment.
3. Respect:

We believe that without respecting all our stakeholders there can be no reliance.

We acknowledge that there may be a difference of perspectives but there must always
be respect.

4. Integrity:

Upholding our reputation is paramount as we are judged by how we act. We

are committed to be truthful in all our actions.

We strive to be honest and forthright with one another and with all our stakeholders. It
begins with compliance with laws and regulations.

We hold ourselves to the highest ethical standards and behave in ways that earn the
trust of others.
5.Excellence:

We are committed to excellence, in spirit and action. We believe everything

that we do and everything we think can always get better.

We see all of our activities in terms of our higher purpose and ideals, which
drives our quest for excellence, always.

6. One Team:

Whatever the strength of the individual, we will accomplish more together. We

put the team ahead of our personal success and commit to building its
capability. We trust each other to deliver on our respective obligations.
 CUSTOMER TOUCHPOINTS

The on-premise experience is an important part of your marketing efforts.

Quality in-store marketing starts with the various customer touchpoints visitors hit. These are the
various interactions that a customer has with your store, staff, and inventory.

Let’s look at a few in-store marketing touchpoints to see how they affect the customer experience.

1. Your Storefront

The first touchpoint customers have with your physical location is the visual cues that come from
your storefront. Is your location easy to get to and easy to find? Do you present a clean and
welcoming exterior, or do your customers see a dirty and run down shopping area?

Roughly 95% of shoppers say the exterior of a store influences where they decide to shop.
2. Your Showroom

If customers make it inside your store, they will judge your products based on how they are presented. Is your
showroom clean and organized?
Are your products placed with care? Store owners need to decide how they want to engage with customers,
down to minor details like whether customers will turn right or left when they step inside.

Many stores implement grid systems or a loop to guide their purchase process. These layouts are intentional
and meant to help customers see all of the products.

3. Your Employees

Your employees are one of the most conscious touchpoints that customers interact with. Customers notice
bad customers service and will remember their interactions with staff. It’s crucial for business owners to train
their staff and make sure their team members are treating customers with respect and care.

To get an idea for how shoppers see your customers, the Retail Doc shared a list of 50 pet peeves that
customers have with your staff.
4. Your Trial Room

All customers will use your trial room, in fact, the vast majority probably will.
However, it is still one of the most important in-store marketing touchpoints that you have control over.

Almost half of all customers (45%) said they would avoid a retail location if they encountered a dirty trialroom.

5. Your billing counter

Billing Counter serves multiple purposes. It guides customers to various parts of the store (like checkout) and
also provides information about your business, sales, and products.

For example, more modern companies are opting for digital signage to communicate with customers. This
helps brands reach younger or more tech-savvy audiences while conveying professionalism and care.
6. Your Checkout Lines

The checkout line is actually an important aspect of your in-store customer touchpoints. You can use
your checkout line to increase the average ticket and gently push customers to add a few additional
items to their carts.

When your customer is standing in line, you already have a commitment from them to buy
something. They have already said yes once, which makes it easy to say yes again.
THANK YOU!