PROFESSIONAL SKILLS DEVELOPMENT ACTIVITY

SUBJECT: CUSTOMER RELATIONSHIP

MANAGEMENT
TOPIC: CRM PRACTICES IN SHOPPERS STOP

SUBMITTED BY: SUBMITTED TO:

DRISHTY SHARMA DR.ANURUPA B. SINGH
MBA(M&S)
A0102218112
ROLL NO: A60
 ABSTRACT

This project focuses on the customer satisfaction level towards complete clothing and accessories
range and the CRM Techniques used by Shoppers Stop to enhance customer value and
experience. The project will also discuss the verticals Shoppers Stop deals in to provide complete
bathroom solutions to its customers. Today there are many competitions of Shoppers Stop
inlcuding Pantaloons, Lifestyle, Zara etc.
The study focuses on CRM practices because it is one of the major concerns with the companies
especially with the retail sector that how can they do more for customers to retain them in their
companies. Through this study we will be able to identify the dominant factors that affect the
consumers end choice and satisfaction level towards purchasing products from Shoppers Stop.
The study is undertaken in Delhi/NCR region and was segments into Delhi, Noida, Haryana.
India is a growing market touching world class standards in the fashion market in which
competitions for new entrants is very tough. Today the market for designer wear is rowing at the
rate of 9% in India. The total market in India is calculated to be about Rs.20,000 crore.
 CHAPTER-1:INTRODUCTION

Customer Relationship Management (CRM) is a technology for managing all your company’s
relationships and interactions with customers and potential customers. The goal of CRM is
simple: to improve business relationships. A CRM system helps companies stay connected to
customers, streamline processes and improve profitability.
CRM is basically the combination of relationship marketing and information technology.
Relationship marketing is the new era of marketing where companies create a relationship with
the customers in order to create customer loyalty.

STRATEGY

INFORMATION IMPLEMENTATION
TECHNOLOGY STAGE

A CRM System gives everyone- from sales, customer service, business development, recruiting,
marketing or any other line of business- a better way to manage the external interactions and
relationships that drive success. A CRM tool lets you store customer and prospect contact
information, identify sales opportunities, record service issues and manage marketing campaigns,
all in one central location- and make information about every customer interaction available to
anyone at your company who might need it.
With visibility and easy access to data, its easier to collaborate and increase productivity.
Everyone in the company can see how customers have been communicated with, what they’ve
bought, when they last purchased, what they paid etc. CRM can also help the companies of all
sizes drive business growth and it can be especially beneficial to a small business, where teams
often need to find ways to do more with less.

 WHY CRM MATTERS TO THE BUSINESS

CRM will be a single largest revenue area of spending in enterprise software. If the
business is going to last, one must know the strategy that is needed for the future. There
 are targets for sales, business objectives and profitability. But getting up-to-date, reliable
information, one must have the date in CRM Software accordingly.
A CRM can give a clear overview of the customers. One can see everything in one place,
the computer, that can tell you a customer’s previous history, their status of orders, any
outstanding customer service issues and more. Information with their public social media
activity can also be carried out, their likes/dislikes, what they are saying and sharing
about the company or the competitors, all with the help of Artificial Intelligence.
Marketers can use a CRM solution to better understand the pipeline of sales or prospects
coming in, making forecasting simpler and accurate. Clear visibility of every opportunity
or lead, showing a clear path from enquiries to sales will be there.
A CRM platform lets you manage the enquiry across channels without losing track, and
gives sales, services and marketing a single view of the customer.

 WHAT DOES A CRM SYSTEM DO?

A Customer Relationship Management (CRM) system helps to find out new customers,
win their business and keep them happy by organizing customer and prospect information
in a way that helps you build stronger relationships with them and grow your business
faster. CRM systems start by collecting a customer’s website, email, telephone, social
media data and more, across multiple sources and channels. It may also automatically
pull in other information, such as recent news about the company’s activity, and it can
store personal details such as a client’s personal preference on communications. The
CRM tool organizes this information to give you a complete record of individuals and
companies overall, so one can better understand their relationship over time.

A CRM platform can also connect to other business applications that help to
develop customer relationships.

 HOW CRM SYSTEM CAN HELP THE BUSINESS TODAY

 Make improvements to the bottom line
 Identify and categorize leads
 Increase referrals from existing customers
 Offer better customer support
 Improve products and services
 THE ORIGINS OF CUSTOMER RELATIONSHIP MANAGEMENT
STRATEGY
The need for customer relationship management grew out of changes to the buyer-
seller model. This shift away from transactional sales and marketing behaviours, and
toward a customer-centred model started in the 1970s. Relationship marketers refined
the model in the 80s, and in the 90s, technology accelerated changes even further. In
the 2000s, the complexities of the internet, advances in social media technology, and
empowered customer behaviour changed the model forever. The result was a shift in
perspective regarding how to address customers as the primary business asset.
Customer relationship management strategy needed to achieve the following:
1. Govern how to satisfy customers beyond developing good products and
services
2. Help retain existing customers to maximize efficiencies and reduce the cost of
acquisition
3. Ensure customer satisfaction and a memorable brand experience
4. Improve the overall relationship between the business entity and specific
audiences
Concentrating on the individual needs of a specific customer segment required a
different set of customer relationship values. Customer satisfaction and loyalty were
now the important business metrics — delivering products and services were now
secondary to the customer experience. This experience was happening largely in a
technological vacuum where advanced software reduced the cost of doing business,
but increased the expectations of quality and service. Economic instability throughout
the late 20th and early 21st centuries challenged existing sales and marketing trends
tailored to gaining as many new customers and transactions as possible. Maximizing
the value of existing customers and reaping the bottom-line benefits of this strategy
helped stem the economic hardships of those decades.
 CHAPTER -2: LITERATURE REVIEW

Darshan Desai, Sabrat Sahu and Piyush Kumar Sinha (2007) on the basis of analytical and
empirical or case research conducted a random sample study of 334 executives was selected
from 29 firms in the following industries: retail (n=60), telecom (n=80) and banking (n=183) in
India. They also concluded that. Impact of market orientation on dynamic capability of CRM and
competitive CRM performance may be the result and shaping the organizational resources that
no longer match the environment. These include processes like analysis customers, developing
and delivering tailored offering, providing customer service, orchestrating linkages, assigning
accountability and evaluating performance.

Dr. N.K. Sehgal (2007) classified customer relationship management as abbreviation about
consumers, marketing effectiveness, sales and market trends. He advocated the result of a
business is a satisfied customer “in present era of cutthroat competition, it is no longer enough to
satisfy the customers. The reason for this is pretty simple”. If you would not take care of your
customers, your competitors definitely would”. So the firm should keep pleasing customers and
they will keep coming back.

Vandana Ahuja (2008) analyzed CRM build long terms profitable relationships with chosen
customers and getting closer to those customers with every point of contact with them. The
author noted that a good CRM strategy aims at providing a win-win platform for both the
organization and the customer by paying adequate information to the process of adoption by
focusing on options available to customers’ adequate promotion campaigns and concentration on
existing customer.

C. Bhattacharjee (2006) in his book “Services marketing concepts planning & Implementation”
Classified customer Relationship Management (CRM) have been undertaken to give all possible
information to the current and potential customer. He says to achieve CRM, a company-wide set
of tools, technologies, and procedures promote the relationship with the customer to increase
sales those CRM is primarily a strategic business and process issue, rather than a technical issue.
The author concludes CRM is very hard to be implemented throughout a company. The IT
department needs extensive infrastructure and resources to implement customer relationship
management (CRM) databases successfully.

Joseph. Nunes and Xavier Dreze (2006) in their article “Your loyalty program is betraying you”
highlighted creating a successful loyalty program starts with defining what should be gained
from the effort. In some cases, loyalty programs create what marketers call barriers to exit. They
say that a benefit of loyalty programs that has gained prominence in the past decade is their
ability to provide useful data about customers.
Sunjay Kumarkar and Alok kumar Sahoo (2007) in his article define “Shopping mall: Driving
Force in organized Retailing”. Advocated mall is the latest format in the organized retailing, a
significant development has occurred in last couple of year due to change in consumer profile
and spending behavior, increasing youth population with more purchasing power and less time is
looking for shopping a long with entertainment as one stop option.

Roulac (1994) concluded from his study that in shopping malls, consumers can shop without the
problems of any traffic congestions or parking problems, or security concerns.

Balamurugan (2011) - The retail sector in India can expect to witness a second big revolution in
the not too distant future, in spite of setback faced due to the current economic slowdown. New
market equilibrium will be achieved where both organized and unorganized retailers will be able
to thrive. The market size too is expanding, giving enough scope for all. At the same time,
organized retailing is expected to generate a large number of employment opportunities across its
entire supply chain activities like procurement, logistics, preservation, repacking, merchandising,
front-end sales, security, according, advertising and marketing. Specific advantages offered by
the organized retail together with changing consumer behaviour and supporting environmental
factors are likely to make a strong positive impact on the organized retail sector. Retailers need
to analyze the forces that are affecting retail transformations. The success of new retail formats
will depend heavily on customer's acceptance.

GEBERT(2003) – crm means developing a comprehensive picture of customer needs,

expectations, behavior and managing those factors to affect business performance. CRM is also
defined as a system that focuses on managing the relationship between a company and its
current and prospective customer base as a key to success.

Lo (2012) – CRM activates help in building long lasting relaationships and these relationships
give company joy of retained customers. Relationship marketing is a way to obtain trust and
satisfaction, which in turn ensures sustainable success of organization.

Hoots (2005) – it is also regarded as part of sales function, as sales department studying buying
habits and trends of customers and try to match service level. The purpose is to minimize
number of sales and to design a system to retain customers, the whole process is aided through
computer programs.

Zineldin, (2000)- The modern customer relationship management concept was shaped and
influenced by the theories of total quality management and by new technological paradigms.
There is however, a perceived lack of clarity in the definition of customer relationship
management, although all accepted definitions are sharing approximately the same basic
concepts: customer relationships, customer management, marketing strategy, customer retention,
personalization.
Bacuvier et al. (2001)- while academics debate the subtitles of various definitions, the
practitioners have developed a wealth of applicative papers analyzing the concrete challenges
and opportunities of implementing the systems. CRM in some firms is considered as a
technology solution, considering of individual databases and sales force automation tools and
sales and marketing functions so as to improve targeting effort.

Frow and Payne (2004)- CRM stresses two-way communication from the customer to the
supplier to build the customer over time. The two-way communication has been enhanced
greatly by advances in technology particularly the Internet. In term of information technology
(IT), CRM means an enterprise –wide integration of technologies working together such as data
warehouse, web site, and intranet/extranet, phone support system, accounting, sales, marketing
and production.

Goldenberg (2000)- believes that CRM is not merely technology applications for marketing,
sales and services but rather when it is successfully implemented ; it enables firms to have
crossfunctional , customer-driven , technology-integrated business process management strategy
that maximses relationships.

Picton and Broderick (2005), CRM is a view that emphasizes the importance of the
relationships developed between an organization and its customers. It involves the strategic and
tactical management tasks to achieve positive communications and long-term customer
relationships. Berkowitz (2006) also defines customer relationship management (CRM) as “the
organization’s attempt to develop a long-term, cost-effective link with the customer for the
benefit of both the customer and the organization.”

Peel (2002), CEO of Quadriga Consulting, defines CRM as understanding the nature of the
exchange between customer and supplier and managing it appropriately. The exchange contains
monetary considerations between supplier and customer – but also communication. The
challenge to all supplier organisations is to optimize communications between parties to ensure
profitable long-term relationships. CRM is a key focus for many organisations now as a shift
away from customer acquisition toward customer-retention and churn reduction strategies
dictates a need for best practice CRM processes. Customer Relationship Management is also a
concept of identifying customer needs; understanding and influencing customer behaviour
through ongoing communications strategies and an effort to acquire, retain and satisfy the
customer.

Kenney (2006) asserts in her research that eCRM is “the proverbial double-edged sword,
presenting both opportunities and challenges for companies considering its adoption and
implementation” (p. 58). Kennedy (2006) furthermore notes that the internet can provide a
platform for e-CRM initiatives that will help companies to develop and better manage
customer relationships and improve and facilitate customer supplier relationships, as well.
Along with the internet’s ability to facilitate an increase in
customer loyalty, some companies who go above and beyond institute a specific customer
loyalty program
According to Littman (2005), “in the late 1990s Harrah's made Total Rewards just one part,
of a far-reaching initiative that rewards employees for pleasing guests, ties pay to customer
satisfaction and most important for the stockholders of the publicly traded company-boosts
revenues” (p. 71).
This CRM solution keeps all of a customer’s personal information, preferences, and purchases
in one spot for easy marketing and research attainment. The company has attached rewards
benefits to levels such as “gold” and “platinum”, and rewards grow more generous by the level
increase (Krell, 2006).

D Ghosh Roy (2000) in his article titled “Relationship Marketing: Branch Level Perspective” has
pointed out that the three levels of relationship marketing, i.e. Retention, Relationship and
Bonding when practiced, helps a branch banker the utmost benefit from the existing customers in
his branch. The article brings forth the fact that the higher the level in which relationship
marketing is practiced, the greater the opportunity to create loyal customers and the most
profitable of all customers. Further, the author highlights at level one relationship marketing the
emphasis are on financial incentives, and it is the most easily imitated by competitors. At level
two it adds the personal dimension to the relationship between the branch banker and his clients,
and this is not so easily copied by the competitors. And at level three it adds structural solutions
to customers' banking-related problems and will have the competitive edge. The author is of the
opinion that those branch bankers who provide all the three types of bonds the financial, social
and structural and who generally deliver a high level of service will create more and more loyal
customers.

Koushiki Choudhury, Avinandan Mukherjee and Ashish Banerjee (2001) in their research paper
titled “Relationship Marketing Strategies and Customer Perceived Service Quality-A Study of
Indian Banks” have observed that relationship marketing implies attracting, maintaining and
enhancing customer relationships. It is beneficial because acquiring new customers is more
costly than retaining existing ones, long-time customers tend to be less price-sensitive and
provide free word-of-mouth advertising. The authors highlight that one of the determinants of the
success of the relationship marketing strategies of a firm is how the customers perceive the
resulting service quality. In India, with the onset of financial deregulation, banks are functioning
increasingly under competitive pressures. In this era, in order to prosper, it will be imperative for
banks to focus on developing long-term relationships with their customers. The paper explores as
to what kind of relationship marketing strategies Indian banks are pursuing in today's highly
competitive environment, and what is the effect of these strategies on service quality as
perceived by the customer. The authors have developed a conceptual model of the impact of
relationship marketing on customer perceived service quality.

Vinod Dumblekar (2001) in his research paper “Building Customer Relationships through Call
Centers in Banking and Financial Services” is of the opinion that CRM is a philosophy that
directs the organization to build its processes around its customer's needs. The Call Center is a
CRM-embedded automation that builds long-term, strategic relationships with its customers. It
assures high volume performance for organizations, and fast, consistent services for their
customers. Banks and other financial services providers can benefit more than other industries
because they deal in information and funds that are electronically transacted. The Call Center is a
strategic investment, and therefore must be driven by top management. However, process
changes, technology integration and absorption and regular cultural training are vital for the
success of the investment4.

Anjana Grewal (2001), in her research paper titled “Winning Strategies and Processes for
Effective CRM in Banking and Financial Services” has presented a case study on relationship
management practices developed in a leading foreign bank in India in the early nineties. It is a
practical paper providing insights on what makes it happen. A model has been developed
thereafter. The model outlines ten stages of effective customer relationship practices in financial
services. These stages span across defining the customer relationship, understanding transaction
behaviour and business volumes for different customers, developing a customer profitability
model, creating the organizational structure to support relationship management practices,
developing training programmes, relationship pricing and continuously evaluating the role of
relationship managers.

[Chen and Popovich 2003; Ryals and Knox 2001; Payne and Frown 2005].
CRM requires the integration of activities and an integrated view across the whole organisation.
This is a second major topic in the articles. Processes across the enterprise require to be
integrated, and information must be shared, in order to better align managerial processes and
align business with IT. In the Strategic CRM approach, this also includes the fact that it is not
merely a strategy confined to marketing, but it is based upon the integration of all resources and
capabilities of an enterprise. This integration should also be carried out with the overarching goal
being that of generating customer value.

[Berg 2001; Bull 2003; Cleary 2003; Osarenkhoe and Bennani 2007; Thompson and
Eisenfeld 2000].

The CRM approach was greeted with great optimism when it was first launched in the 1990s.
The approach was assumed to be able to generate substantial competitiveness for an organisation
(cf. [Sin et al. 2005]). The implementation of a CRM strategy was also considered relatively
unproblematic – if it was considered at all. However, bit by bit, the image of implementation has
changed. Empirical observations point to a large percentage of implementation failures when
attempts have been made to implement CRM strategies
 CHAPTER-3: ABOUT COMPANY

MISSION:
 Nothing but the best
 To strive and achieve nothing but the best in terms of processes, practices and deliverable

VISION:
 To be a global retailer in India and maintain No.1 position in Indian Market in
Departmental Store Category

VALUES
The following values helps Shoppers Stop in achieving its mission and vision:
 We shall not take what is not ours
 The obligations to dissent (against a view point that is not acceptable)
 We shall have an environment conducive to openness
 We shall believe in innovation
 We shall have an environment conducive to development
 We shall have the willingness to apologise and/or forgive
 We shall respect our customer’s rights
 We shall be fair

SHOPPERS STOP: SHOP ANYTIME, ANYWHERE!

 Shoppers Stop is an Indian department store chain, owned by the K Raheja Corp Group.
 K Raheja Corp Group: The company houses a host of many International and Domestic
brands across various categories such as apparels, accessories, cosmetics, home and
kitchenware.
 Shoppers Stop was started in 1991 with its first store in Andheri, Mumbai.
 There are 83 stores across 38 cities in India with clothing, accessories, handbags, shoes,
jewelry, fragrances, cosmetics, health and beauty products, home furnishing and decor
products
Online shopping is taking over the market faster than once can comprehend. No one understands
the retail market better than Shoppers Stop. Being one of India’s largest retail market for more
than 20 years, they are focused on retail development. Shoppers Stop aims at ensuring best for
customer’s closet. From W and Biba, or salwar & churidar sets from exclusive brands like Haute
Curry and Global Desi, Shoppers stop makes sure that their customer needs are fulfilled and they
don’t have to go anywhere else but by everything from Shoppers Stop.
CRM OF SHOPPERS STOP
 BENEFITS
 GIFT VOUCHERS
 DISCOUNTS
 PAYBACK
 UPDATES
 OFFER
 CONTEST
 PROMOTIONS

I. BENEFITS

 Customers gain reward points each time they shop at Shopper’s Stop stores or its
website www.shoppersstop.com
 Exclusive benefits and privileges
 Exclusive offers on purchase
 Updates on various products at Shopper’s Stop
 Exclusive cash counters which help customers to spend more time shopping than
waiting in a queue.

II. GIFT VOUCHERS

 Shoppers Stop offer Gift Vouchers of denomination ranging from Rs.250 to
Rs.5000
III. DISCOUNTS

IV. PAYBACKS
 Points collected from first citizen cards
 Tie ups with various banks
 Gifts
 Discounts

V. UPDATES
 SMS
 Emails
 Mails
 Coupons

VI. OFFERS
Offers along with discounts given to the customers
VII. CONTESTS

Shoppers Stop celebrating unity in diversity of India’s festivals with its

#ShareMyNewYearCampaign

VIII. PROMOTIONS
COMPANY ANALYSIS
I. MARKETING MIX OF SHOPPERS STOP
1. Product
The product strategy and mix in Shoppers Stop marketing strategy can be explained
as follows:
- Shoppers Stop is one of the leading fashion retail brands in India. The product
portfolio offered by Shoppers Stop is huge as it is a retailer for fashion. The various
segments of products Shoppers Stop offers are women, men, kids, gifts and home
furnishings and décor. All these help in understand the marketing mix product
strategy. The men segment is further divided into clothing, accessories, shoes,
jewellery and grooming products. Similarly in the women segment we have clothing,
accessories, shoes, jewellery and beauty care products. In the kids segment we have
boys and girls clothing, shoes, clothing for infants, toys section and kids accessories.
The gifts offers sweets and chocolates, premium gifting section, instant gifting as well
as gifting for special occasions. In the home furnishings and décor segment it has
kitchen and dining section, furniture, bath ware, home décor, living room section,
electronic appliances and a bedding section.
- Shoppers Stop provides various international brands, domestic brands as well as some
in-house brands. Shoppers Stop has sister brands such as Crossword which sells
books, Home Stop which sells home solutions, Brio and Desi Café selling
Amalgamated Bean Coffee, Hypercity which offers like a supermarket, M.A.C.
which sells cosmetics range, MotherCare which sells product from mothers and
babies and Time zone which looks after the entertainment division.
-
2. Price
Shoppers Stop sells different international brands and are very competitively priced
because there are many competitors such as Wills Lifestyle, Pantaloons, Future
group, Myntra, Jabong, Trendin, Snapdeal and many more. As the market has been
flooded with so many competitors, Shoppers Stop has to provide discounts and has to
come up with various sale events all throughout the year to sustain in the market. The
discounts are generally placed on old stocks and new arrivals are generally not
discounted. The apparels offered by Shoppers Stop can be found from very low prices
brands of 300 and goes up to around Rs. 10000 for designer collections. The prices
also vary according to categories also and the items to be purchased. Generally for the
women there is a much wider variety as they shop more frequently and cover a more
varied range of prices and brands. This gives an insight in the Shoppers Stop pricing
strategy in its marketing mix.

3. Place:
Shoppers Stop has presence in 35+ cities in India with 80+ stores in total which are
present strategically all over the country. Hypercity, Home Stop, Crossword,
MotherCare stores are also spread across India. Shoppers Stop also has presence in e-
tailing where we can access the product through online and mobile apps which has
access to over 1200 towns and cities. Shoppers Stop has 4 regional distribution
 centres which work 24X7 to provide timely movements of products to various stores
all over the country.
4. Promotion
Shoppers Stop uses print and online media as effective tools to advertise. Promotions
of Shoppers Stop are mostly focused on advertisements of various kinds. It has print
advertisements, outdoor advertisements such as billboards and other major places
across cities. Shoppers Stop also ties up with many other companies to produce
specialised apparels. Print advertisements has been used to showcases latest fashion
and trends available at its stores. Shoppers Stop has First Citizen loyalty programs
which has tied up Citibank credit cards to provide members with extra benefits. It is
also using the online platform to make a dominance over various social networking
sites such as Facebook and Twitter and opening YouTube channel named ‘Style
Hub’. Shoppers Stop also has various sales promotion which its customers wait for
such as the ‘End of Season Sale’ and other regular sales promotion. Shoppers Stop
also conduct various social responsibility activities such as partnering with NGOs,
providing vocational trainings for youth and training the handicapped for livelihood.

II. SWOT ANALYSIS

1. STRENGTHS
 Good Financial Positions
 Loyal Customer Base
 Presence Across Various Segments
 Strong focus on systems and processes
 Extensive use of IT systems
 Strong distribution and supply chain

2. WEAKNESS
 Operating cost is very high
 Employee retention
 Inadequate promotional strategies
 Investing too much revenue on IT

3. OPPORTUNITIES
 Entry into Tier 2 & 3 cities
 Geographical Reach
 Collaboration with Foreign Players
 Youngsters
 Enter new consumer goods segments
4. Threats
 Competitors like Globus, Lifestyle, Pantaloons etc.
 New Entrants
 Governmental policies
 Increased Brand Awareness among consumers

CRM SOFTWARES USED BY SHOPPERS STOP

1. For customers
 Shoppers stop has its own mobile applications where customer can easily
browse through the product line
 Product layout design is also available which makes it easier for anyone to
install the product
2. For company

 The K Raheja Corp Group, is aiming to accelerate the digitization of its

stores in-line with its omni-channel strategy through which the company
looks at garnering 20 percent digitally-influenced sales by 2020. As a
result, it has collaborated with Cisco to implement the Connected Mobile
Experience (CMX) capabilities across 80 stores in India in the next six
months.

 Shoppers Stop has gained a single view dashboard of connected customers

in the store, insights into customer behavior analytics, location based
services and analytics for effective in-store marketing and in-store
tracking, among others.

 With over 4.6 million First Citizen loyalty program members and 1M
Shoppers Stop Mobile app downloads, the retailer believes it can use
anonymized aggregate data to provide mapping, directions and
personalized in-store promotions to customers in the coming months.

 Cisco has helped Shoppers Stop to deploy guest Wi-Fi for greater
personalization and digital services to help its customers discover the best
shopping possibilities within its stores. Shankar informed that the new
platform brings the power of Cisco’s Wi-Fi infrastructure and intelligent
network capabilities and helped Shoppers Stop better serve its customers
by analyzing individual customer experience, behavior and engagement.

FIGURE: CMX SOFTWARE

 CHAPTER-4:RESEARCH METHODOLOGY

3.1 TITLE

Study on CRM practices of ShoppersStop

3.2 TITLE JUSTIFICATION

The role of the CRM is to stay connected to the customers streamline the process and improve
the profitability of the organization. Shoppersstop is known one of the best Indian companies to
do on of the best CRM practices for the customer creation and retention also, they well known
how to keep and attract the customers with them. They provide additional benefits to the
customers just like member ship cards they take phone numbers of the customers to keep their
records and that’s where CRM comes as a vital role (DBMS) is done where for the customer data
filling.

3.3 OBJECTIVE OF STUDY

There exists a need to study on CRM practices of the shoppers stop which has been one of the
India’s largest retail market for more that the certain years who has focused not only on the retail
and organization profits but also on how to retain customers to the company So, there is a need
to do a study on CRM practices of the shoppers stop. It also extend what is the impact the
customer buying behavior where customers are offered with the coupons and membership points
and explains why should other companies focus more on retention rather than the creation.
Thus, it is very important to know in depth about the CRM practices of shoppers stop.

 What CRM software does the shoppers stop uses?

 To understand what CRM practices do the shoppers stop uses.
 How do they manage to retain the customers with them?

3.4.1 RESEARCH DESIGN – EXPLORATORY/ DESCRIPTIVE/

EXPERIMENTAL

This research design is comprised of the descriptive research studies. Descriptive

research studies are those studies which are concerned with describing the characteristics
 of an individual, or of a group. Most of the social research comes under this category. In
descriptive studies, the researcher must be able to define clearly, what he wants to
measure and must find adequate methods for measuring it along with a clear cut
definition of ‘the related topic’. Since my aim was to obtain complete and accurate
information in the said studies.

This research design has focused attention on

 Objective of the study on which we were completely focused on to know everything
about the CRM practices because it is one of major concern with the companies
especially with the retail sector that how can they do more for customers to retain them in
their companies. The objective was simple that all of the different companies worldwide
are focusing on the new ways of the CRM practices to go from traditional marketing to
the relationship marketing for building the customers for the company, the question
doesn’t ends here the main objective was to study to know how the shoppers stop
manages the service triangle and create value for the customers and this was the main
reason we choose this company to know how they create loyalty program for their
customer which first converts them from prospects to clients.

 Method of the sample collection which we will be using is the primary sampling
technique in addition to it we will use exploratory sampling technique to collect data for
my research, which will help us to collect the data genuinely and easily which is more
reliable than the secondary data.

3.4.2 SAMPLING
 Sampling Unit
The first step in developing any sample design is to clearly define the set of objectives to
find out the CRM practices of shoppers stop

 Sample Size

This refers to the organizations survey. As large sample size are more reliable and our
area of research will be the end user of the shopper stop, therefore:

Sample Size : 200

Type of Question : Close-ended

 Instrument Used : Questionnaire

Area covered : Indrapuram, Noida, Gurgaon

 Sampling Technique
Non-probability Sampling
Convenience Sampling

 Scope of Study

The fundamental to the success of any formal research is a good research design.
Descriptive Research Design is used in my research. The scope of the research is to
CRM practices. The universe of my study includes the users of shopper stop.

 Area of Study
Area of our research is indrapuram, noida
 CHAPTER 5: DATA ANALYSIS

DATA ANALYSIS OF THE SHOPPERS STOP

1. What CRM software do you use?

When we went to the shoppers stop we got to know that shoppers stop has their own
in house built CRM software which they don’t like to share with anyone but to record
the customer data they uses RIVERSAND CRM software which helps to record and
manage the data. Riversand is basically a CRM software which help is (PIM) product
information management and (MDM) mater data management which gives the
information about the given product and the customer information.

2. Why did you adopt this software?

Shoppers stop tailored their CRM software according to their need which focuses on
the online and offline relationship in customer buying behavior where consumers can
focuses on the product availability online and in store also, on the other hand
riversand helps to manage the customers transacted data records it and send them
each and every new promotional schemes.

3. How did you adopt this software?

Shoppers stop needed to focus on their strategy again to improve the customer touch
point so what they did they made new crm software which will focuses on the
customer value, because everyone now was focusing on the customer retention rather
than the customer creation.

4. What are the advantages of this software?

Now customers are very much satisfied because of the new crm practices and due to
the omni channel retail strategy where customers can directly interface with the
online and offline store.

5. How do you manage the relationship with the customers?

I got to know that shoppers stop focuses on their customer relationship management
most for which they uses beamex CMX mobile interface by which they first record
 the customer data then they send new promotional schemes to the customers for their
retention.

6. What value do you provide to your customers?

We provide them new promotional schemes and the offers value cash back, in the
time of festive offers we provide them additional cash back or the vouchers which
help them in customer retention and customer attraction simultaneously.

DATA ANALYSIS OF THE CUSTOMERS PERSPRCTIVE

5.1: AGE GROUP

OPTIONS 200 RESPONDENTS

10-20 6
20-30 127
30-40 45
40 and above 22

INTERPRETATION: AGE GROUP 20-30 VISITS MORE TO SHOPPERS STOP, SORUCE-

PRIMARY DATE COLLECTION
5.2: EVER USED SHOPPERS STOP
OPTIONS 200 RESPONDENTS
YES 156
NO 44

5.3: FROM HOW MAY YEARS YOU ARE USING SERVICES OFFERED BY
SHOPPERS STOP?
OPTIONS 200 RESPONDENTS
0-2 YEARS 28
2-4 YEARS 141
MORE THAN 4 YEARS 31

INTERPRETATION: MOST PEOPLE KNOW ABOUT SHOPPERS STOP AND ARE A

REGULAR USER
5.4: ARE YOU SATISFIED WITH THE QUALITY OF PRODUCTS SHOPPERS STOP
IS OFFERING?
OPTIONS 200 RESPONDENTS
YES 126
NO 42
MAYBE 32

INTERPRETATION: People often visit Shoppers stop and are satisfied by the products offered
by the company
5.5: DO THEY ENTERTAIN QUERIES IN A PROPER MANNER?
OPTIONS 200 RESPONDENTS
YES 153
NO 47
5.6: ARE YOU SATISFIED WITH THE RANGE OF SERVICES?
OPTIONS 200 RESPONDENTS
YES 134
NO 66

5.7: DO YOU FIND THEIR CHARGES NOMINAL AS COMAPRED TO OTHER

COMPETITORS?
OPTIONS 200 RESPONDENTS
YES 81
NO 51
MAYBE 68

INTERPRETATION: Some people think that Shoppers Stop is expensive than its competitors
5.8: DO THEY PROVDE DISCOUNTS ON BULK SHOPPING?
OPTIONS 200 RESPONDENTS
YES 30
NO 170

INTERPRETATION: Most of the people said that after a heavy purchase, they don’t get
additional benefits

5.9: DO THEY GIVE ATTRACTIVE OFFERS?

OPTIONS 200 RESPONDENTS
YES 144
NO 56

INTERPRETATION: The company gives attractive offers for people to come and shop
5.10: DOES SHOPPERS STOP INFORM YOU ABOUT THEIR NEW OFFERS AND
SERVICES?
OPTIONS 200 RESPONDENTS
YES 158
NO 42

INTERPRETATION: People often get regular pop-up messages and emails regarding new offers
5.11: DO YOU THINK SHOPPERS STOP IDENTIFY AND RESOLVE YOUR
PROBLEMS?
OPTIONS 200 RESPONDENTS
YES 103
NO 48
MAYBE 49

INTERPRETATION: Some people think that Shoppers stop does not resolve issues

5.12: DO YOU THINK SHOPPERS STOP IS MAINTAINING GOOD CUSTOMER

RELATIONS THROUGH ITS SERVICES?
OPTIONS 200 RESPONDENTS
YES 158
NO 42
5.12: WHY DO YOU VISIT SHOPPERS STOP?
OPTIONS 200 RESPONDENTS
Promotions 11
Product 163
Price 14
Store Ambience 12

INTERPRETATION: Most of the respondents buy products from shoppers stop because of the
availability and variants of products offered.

5.13: WHAT DRIVES YOU TO SHOPPERS STOP?

OPTIONS 200 RESPONDENTS
DISCOUNTS 41
OFFERS 45
QUALITY 80
BRAND 33
INTERPRETATION: People come and buy products from shoppers stop because of good quality
products and discounts and offers given from time to time. Availability of various brands is also
a factor.
 CHAPTER 6: FINDINGS
 New software of the riversand has helped Shoppers Stop in managing the customer data
which has ultimately made an ease for them in sending customers the new promotional
offers. We can say that Shoppers Stop has really focused on customer touch point.

 Beamex CMX software which has been used by Shoppers Stop has helped them in
sending promotional offers to their mobile and send it to their mail ids as well.

 Good Quality products are offered by Shoppers Stop with proper discounts and offers
that people get on their mail ids and phones from time to time

 it has been found that shoppers top does handles the query of the customers properly and
try to resolve their problem in the meantime.

 Customers conveyed that they do get the offers more often through the mail and
messages.

 Shoppers stop do offer wide variety with good quality of products.

 CHAPTER 7: CONCLUSION
The era of revolution has come now where companies are now focusing on the customer
retention rather than the customer attraction, because now every company is offering new
promotion, offer, sales to attract new customers and customers are now switching from one
brand to another. The companies have decided to focus on the retention because attraction incurs
more cost than retention and shoppers stop has done it properly.
Shoppers stop has tailored their CRM program for their own preference which would focus on
IDIC method of CRM and will send offers to the profitable customers in addition they have
opted riversand and CMX software for data warehousing and sending offers to the customers
where one software will focus on the data management of the customers and other will focuses
on the retention of the customers. Shoppers stop is multi brand outlet which offers a wide variety
of the products to the customers with a better quality of the products also, they have specially
focused on the problem related to the products which they offers in the store if the product is
faulty then shopper stop do not hesitate in exchanging that product for the customer which is
another great aspect to increase the customer retention for the company’s profitability.
Shoppers stop has also focused on the query solving of the customers where they try to solve the
problem of the every customer in mean time and most of the customers also agrees to that while
working on this project we got to know that shoppers stop is making a lot of efforts in the
customer retention with the same effort of the customer attraction and giving customers an
experience of the omni-channel strategy where they can experience the online retail and the
offline retail at the same time.
We can say that shoppers stop has built new and a good CRM software which has really focused
on the customer retention.
 QUESTIONNAIRE

Q1. Name
Q2. Age group
1. 10-20
2. 20-30
3. 40 and above
Q3. Profession
Q4. Have you ever used Shoppers Stop?
1. Yes
2. No
Q5. From how many years you are using services offered by Shoppers Stop?
1. 0-2 years
2. 2-4 years
3. More than 4 years
Q6. Are you satisfied with the quality of products Shoppers Stop is offering?
1. Yes
2. No
3. Maybe
Q7. Do they entertain queries in a proper manner?
1. Yes
2. No
Q8. Are you satisfied with the range of services?
1. Yes
2. No
Q9. Do you find their charges nominal as compares to other competitors?
1. Yes
2. No
3. Maybe
Q10. Do they provide discounts on bulk shopping?
1. Yes
2. No
Q11. Do they give certain attractive offers?
1. Yes
2. No
Q12. Does Shoppers Stop inform you about their new offers and services?
1. Yes
2. No
Q13. Do you think Shoppers Stop identify and resolve your problems?
1. Yes
2. No
3. Maybe
Q14. Do you think Shoppers Stop is maintaining good customer relations through
its services?
1. Yes
2. No
Q15. Why do you visit Shoppers Stop?
1. Promotions
2. Product
3. Price
4. Store Ambience
Q16. What drives you to Shoppers Stop?
1. Discounts
2. Offers
3. Quality
4. Brand