shoppers top
TRANSCRIPT
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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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