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Shoppers Top

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    CRM at Shoppers Stop

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    Objectives

    Understand what customer loyalty is.

    Know the customer data collection techniques

    Discuss the data analysis methodsIdentify the target customer

    Develop CRM programs

    Understand the CRM implementation techniques.

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    Contents

    Slide No.Introduction to Shoppers Stop 4Shoppers Stop Accomplishments 5Customer Relationship Process 8

    Its Not About Customer Loyalty 9Loyalty card Program: The First Citizen 10Project Drishti 12Shoppers Stop: Process 14Developing CRM Programs 15

    Comparision with other Players 18Sales Promotion & CRM 19Future Prospects 20

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    Shoppers Stop: Introduction

    Founded in October 27, 1991 by the K. Raheja group ofcompanies.

    Progressed from a single brand shop to a Fashion & Lifestylestore for the families.

    International and domestic brands across categories such asapparel, accessories, cosmetics, home & kitchenware asalso its own exclusive brands

    Their target customers are upper middle class and upperclass of age group 16-40.

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    Shoppers Stop: Accomplishments

    The Emerging Market Retailer of the YearAward(World Retail Congress at Barcelona,on April 10, 2008)

    Most admired Fashion Retail Destination of the

    Year(Images Fashion Forum - Jan 2009) Most Admired Retailer of the Year (CustomerRelations) Shoppers Stop. (IRF 2009 - Sep2009)

    "Best Visual Merchandising(VMRD Retail

    Design Award July 2009) "Retailer of the Year - Fashion & Lifestyle (Asia

    Retail Congress - Feb 2009 )

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    Re-Positioning

    EARLIER

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    Re-Positioning

    NOW

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    Customer Relationship Process

    Date of PurchaseAmount of merchandise PurchasedCustomer PreferencesDemographic data of the customerCustomer Life styleCustomer response to the promotion programs

    Life time value of the customerCustomer PyramidRFM Analysis

    To retain potential customers.To convert average and good customer into loyal and high life style value cuTo get rid of unprofitable customers

    Monitoring the process through periodic assessments

    Cordiantions among different departmens

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    Its Not About Customer Loyalty

    Dont count on customer loyaltyThey will bolt for a penny

    They will bolt if you dont smile

    They will bolt if you dont deliver what you promise

    Customers are smart

    Customers have lots of choices

    You need your customers more than they need you

    Forget about the lifetime value of a customer to you Whats important is YOUR lifetime value to your

    customer

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    Loyalty card Program: The First Citizen

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    Loyalty cum credit card

    Co-branded credit card tie-up with Citibank Zero annual card Fee.

    First Citizen Citibank Card offers double the reward pointson purchases at Shopper's Stop.

    Earn 1 First citizen point per Rs. 100 spent at all otheroutlets.

    Save upto 20% at more than 600 restaurants in metroCities

    Result:Has generated a database of over 4 lakh members whocontribute to nearly 50% of the total sales of Shoppers Stop

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    Project Drishti

    Sales falling into an 80/20 pattern 70% revenue comes from 15% of its customer base.

    Understanding the consumer behavior

    Why, What & How frequent consumer buys. How to satisfy them and thus increasing the frequency of

    their visitsAnalysis of 1.5 million loyalty customers.

    Project Drishti(2008) Have data warehouse and mining project. Enables micro-segmentation across its multiple retail

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    Contd..

    formats to create offers for its high spenders. Help to analyze customer by demographics. Enables to cannibalize with the customers of different

    stores. Measure merchandise availability in a store

    3% increase in Revenue

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    Shoppers Stop: Process

    Retail-friendly supply network, connects its locations onlineall over India.

    Enables immediate replenishment of stocks at any givenoutlet.

    ERP package - imported from the US-based company J. D.Armstrong, and is called the JDA package.JDA suiteDatabase: IBM AS/400 and DB2 databaseMerchandising: JDA-MMSOracle FinancialsCRM: Business Objects

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    DEVELOPING CRM PROGRAMS

    To retain the best customerTo convert good customer into loyal and high lifetime

    value customer

    To get rid of unprofitable customers

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    Customer Retention

    r Stop offers door delivery services.ffer credit and financing options to card holders.

    o uses their own blog and encourages

    the customers to create a blogo customer write their review and

    information on quality ofmerchandise

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    Converting the good customers into Best:

    Shoppers Stop encourage their customers to purchasemore. They follow 2 strategies to get better realizationfrom them :

    o Cross merchandising

    oAdd on selling

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    Comparision with other Players

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    Sales Promotion & CRM

    Various Festive Offers.First Citizen Card

    Surprise Sale

    Valentine SaleGifts & Vouchers

    101-day Shopping Bonanza to pull in customers intothe stores.

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    Future Prospects

    Avail their Elite customers to have 1-day sale, in ayear.

    Keeping up with the fast changing technology.

    Data Management

    Multichannel Contact

    Social Networking

    Brand Identity and Advocacy

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    Refrences

    http://train-srv.manipalu.com/wpress/?p=58965(21.10.2010)

    http://www.shoppersstop.com/index.jsp.vr(22.10.2010)

    http://www.cio.in/view-top/shoppers-stop%E2%80%(22.10.2010)

    http://www.loyaltysquare.com/shoppers_stop.php

    (22.10.2010)

    http://train-srv.manipalu.com/wpress/?p=58965http://www.shoppersstop.com/index.jsp.vrhttp://www.cio.in/view-top/shoppers-stop%E2%80%99s-footfalls-fortunehttp://www.loyaltysquare.com/shoppers_stop.phphttp://www.loyaltysquare.com/shoppers_stop.phphttp://www.cio.in/view-top/shoppers-stop%E2%80%99s-footfalls-fortunehttp://www.shoppersstop.com/index.jsp.vrhttp://train-srv.manipalu.com/wpress/?p=58965
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