CRM OF Shoppers Stop

Submitted to Ms. Garima Malik Submitted by Divesh Kumar(308D57) Jausline George (308D29)

Shopper Stop:
The K .Raheja Group of companies set up the departmental store called shoppers stop in 1991. Previously the group had been involved in hospitality and real estate businesses and shoppers stop marked the entry of the group in the lifestyle market. The objective was to use the brand to create the fashion and the lifestyle store for the entire family. In the mid 90s Shoppers Stop became a rage by offering an innovative and enhancing shopping experience to Indians who had been used to ill maintained shops surely sales people and poor choice of merchandize. Shoppers stop became the new bench mark in Indian retailing.

Store
Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain of department stores under the name Shoppers Stop in India. Currently Shoppers Stop has twenty seven (27) stores across the country and three stores under the name HomeStop. Shoppers Stop has also begun operating a number of speciality stores, namelyCrossword Bookstores, Mothercare, Brio, Desi Caf, Arcelia. Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products. These are complemented by cafe, food, entertainment, personal care and various beauty related services. Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories. In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something New".

Products
Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and

Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, whos men's and women's outerwear are retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought the license for merchandising Zoozoo the brand mascot for Vodafone India.

CRM Activities of CRM:

Retail chain Shoppers Stop Ltd, is eyeing over 50 per cent sales this year from its customer relationship management (CRM) initiatives. The company has also lined up an aggressive expansion plan targeting smaller towns and cities in the country. BS Nagesh, managing director and CEO of Shoppers Stop, says that the company has given a new direction to its CRM initiatives after it acquired a business intelligence software called Business Solutions about eight months ago. The new software helps generate intelligent data from Shoppers Stop customer base of about 2,30,000. The company then collects this data and touches base with customers via direct mailers informing them of all new promotions that is currently on and also updates them about the upcoming events. Shoppers Stop claims that it has taken its CRM initiatives to a new height and now calls its loyalty programmes Customer Experience Management. If we find from the data that a customer had bought a pair of trousers, we tell him about a new range of shirts that we have just brought into our store, says Mr Nagesh. They are are planning to open 35 outlets within the next three years. They have identified 21 new locations including Kanpur, Amritsar, Jalandhar, Ahmedabad and Indore, among others to set up these outlets, Mr Nagesh said.

CRM Activites by the company: 1. The loyal customers and the CRM initiatives were planned based on
the business intelligence software used by Shoppers stop to assimilate and analyze the transaction across the stores. The transactions undertaken by the customer base of over 230000 are fed into the system and after tracking the preferences of the various customers keeping them informed on the new launches and updated information about the products of their choice. The forthcoming events at shoppers stop are also communicated to the customer well in advance so that they can plan their trips for these events. The objective of the It initiative was to create tailors made promotion and scheme that suited the requirements of the customers. According

to Unnikrishnan Tm (customer care associate and CTO, solutions and Technology, Shoppers stop), for this, we needed to understand how, when, where and in what combination, the customer buys merchandize. Shoppers Stop had to choose software tools for facilitating the analysis of the customer data. Unnikrishnan remarks, We use a combination of business objective and the SAS solution for trend analysis, promotion management and customer behavior, segmentation, buying basket analysis, profitability and lifecycle analysis. We also use it to understand the effectiveness of marketing efforts.

2. The website www.shoppersstop.com gives the benefits for first

citizen club members: As a first Citizen, your shopping experience becomes even more enjoyable with: Reward points for each time you shop at shoppers stop Exclusive benefits and privileges Exclusive offers ever so often Updates on what you can look forward to shop for at shoppers stop Exclusive cash counters at Shoppers stop so you can spend more time on shopping than waiting in a line

And a host of other benefits, all of which are provided to you by the first citizen programme. Under the first Citizen Club, there were three categories which helped to segment the loyal customers based on the profitability offered by them(i.e. by taking into the value of purchases made by them). The categories were (in ascending order): Classic moments Silver edge
Golden glow

The benefits offered included various value added services (such as valet parking, home delivery of alteration, etc.)But most importantly the loyalty programme was a means to enable the loyal customers to get rewards based on the total value of transactions undertaken by them with Shoppers stop.

To further enhance the benefits of the first citizen club to the loyal customers, shoppers stop entered into a strategic alliance with Citibank to offer a co branded credit card called the First citizen credit card which offered the combined power of the benefits of a Citibank credit card along with the benefits of the loyalty programme. Using this card, customers could enjoy double the reward points, a 0% EMI Scheme for purchases, and the card could be used as an ATM/debit card as well.

Future Plans: 1. The company plans to launch a new consumer promotion called
Make Your Own Sale Day soon. In addition, the company aims to position itself as a global retailer by bringing in the worlds leading retail technology, retail practices and sales to India. 2. Close on the heels of entering into a co-branded credit card tieup with Citibank to provide its customers with exclusive benefits for shopping, the company has achieved track record of 3,000 consumers in just one month who are currently using this credit card, informs Mr Kelkar.