Description
Customer relationship management (CRM) is a system for managing a company's interactions with current and future customers. It often involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support.
CRM in Grocery Retail
By: Ravi Shankar
Azad
Indian Retail Market
Segmentation
114
743.9
60.2
38
48.1
196
Indian Retail Value( Rs. thousand Crore)
Clothing
food & Grocery
Jewellery
Entertainment
Home Appliances
Others
Process Flow in Retail
Industry
Customer Touch Points
Methods to Improve Customer
Experience
? Access data of nearby store of same chain to be used to fulfill
shortage in emergency.
? Use mobile no. of customers to store their data about
purchasing.
? Option of preorder by mobile app/online before coming to
store so that their package can be made ready.
? Option of just message/miss call to pack customers monthly
grocery by using past buying behavior.
? Loyalty cards and special discounts.
? Ability to earn loyalty points anywhere and burn it anywhere.
Automatic billing trolley
Category Management
? Demand Forecasting for Retail
? Merchandise Assortment Planning for Category Management
? Promotion Optimization
? Regular Price Optimization
? Space Planning
General Areas of Operational
CRM
? Sales Force Automation
? Customer Service and Support
? Enterprise Marketing Automation
Sales Automation
? Tracking Customer Preferences
? Sales Administration
? Sales Forecasting
? Account Management
? Performance Management
Customer Service and Support
? Automation and Coordination (service requests, product
returns, customer complaints, and enquiries).
? Services and support (contact center, call center, web portal,
or face-to-face interaction at a remote location in the field).
Enterprise Marketing Automation
? Application of technology to marketing processes.
? Information pertaining to industry trends, macro-environmental
factors and competitors.
? campaign management, event-based marketing, cluster
customer segmentation, individual customer segmentation.
? Increasing marketing efficiency.
Analytical CRM
? Analyses customer data.
? Design and execution of targeted marketing & specific customer
campaigns.
? Optimize marketing effectiveness.
? Analysis of customer behavior to aid product and service decision
making.
? Prediction of the probability of customer defection.
Applications of Analytical CRM
? Campaign management and analysis.
? Customer segmentation.
? Customer satisfaction measurement.
? Price Optimization.
? Risk Management.
? Contact Optimization.
Security and Privacy-Issues
? Customer data being lost.
? Hacking.
? Misuse of data.
Security and Privacy-Solutions
? Encryption of sensitive data.
? Providing the security foundation for critical data and
applications.
? Protects critical data from both internal and external threats.
References
? International Journal of Emerging Technology and Advanced
Engineering (Volume 2, Issue 3, March 2012) “Smart Trolley in Mega
Mall” by J.S.Awati & S.B.Awati
? http://www.academia.edu/4287442/CRM_IN_RETAIL_INDUSTRY
? http://www.cybage.com/pages/retail/retail-crm.aspx
? http://www.crmnext.com/industries/retail/
Thank You
?
doc_210542903.pptx
Customer relationship management (CRM) is a system for managing a company's interactions with current and future customers. It often involves using technology to organize, automate and synchronize sales, marketing, customer service, and technical support.
CRM in Grocery Retail
By: Ravi Shankar
Azad
Indian Retail Market
Segmentation
114
743.9
60.2
38
48.1
196
Indian Retail Value( Rs. thousand Crore)
Clothing
food & Grocery
Jewellery
Entertainment
Home Appliances
Others
Process Flow in Retail
Industry
Customer Touch Points
Methods to Improve Customer
Experience
? Access data of nearby store of same chain to be used to fulfill
shortage in emergency.
? Use mobile no. of customers to store their data about
purchasing.
? Option of preorder by mobile app/online before coming to
store so that their package can be made ready.
? Option of just message/miss call to pack customers monthly
grocery by using past buying behavior.
? Loyalty cards and special discounts.
? Ability to earn loyalty points anywhere and burn it anywhere.
Automatic billing trolley
Category Management
? Demand Forecasting for Retail
? Merchandise Assortment Planning for Category Management
? Promotion Optimization
? Regular Price Optimization
? Space Planning
General Areas of Operational
CRM
? Sales Force Automation
? Customer Service and Support
? Enterprise Marketing Automation
Sales Automation
? Tracking Customer Preferences
? Sales Administration
? Sales Forecasting
? Account Management
? Performance Management
Customer Service and Support
? Automation and Coordination (service requests, product
returns, customer complaints, and enquiries).
? Services and support (contact center, call center, web portal,
or face-to-face interaction at a remote location in the field).
Enterprise Marketing Automation
? Application of technology to marketing processes.
? Information pertaining to industry trends, macro-environmental
factors and competitors.
? campaign management, event-based marketing, cluster
customer segmentation, individual customer segmentation.
? Increasing marketing efficiency.
Analytical CRM
? Analyses customer data.
? Design and execution of targeted marketing & specific customer
campaigns.
? Optimize marketing effectiveness.
? Analysis of customer behavior to aid product and service decision
making.
? Prediction of the probability of customer defection.
Applications of Analytical CRM
? Campaign management and analysis.
? Customer segmentation.
? Customer satisfaction measurement.
? Price Optimization.
? Risk Management.
? Contact Optimization.
Security and Privacy-Issues
? Customer data being lost.
? Hacking.
? Misuse of data.
Security and Privacy-Solutions
? Encryption of sensitive data.
? Providing the security foundation for critical data and
applications.
? Protects critical data from both internal and external threats.
References
? International Journal of Emerging Technology and Advanced
Engineering (Volume 2, Issue 3, March 2012) “Smart Trolley in Mega
Mall” by J.S.Awati & S.B.Awati
? http://www.academia.edu/4287442/CRM_IN_RETAIL_INDUSTRY
? http://www.cybage.com/pages/retail/retail-crm.aspx
? http://www.crmnext.com/industries/retail/
Thank You
?
doc_210542903.pptx