Description
The project gives a brief overview about how new age retailers are using different strategies to attract the customers and trying to maintain a long term relationship with the customers.
NEW AGE RETAILING
By Amit Chakraborty M.COM,SEM-III, ROLL NO.- 68. (MARKETING MANAGEMENT)
INTRODUCTION
? The retail industry is becoming one of the most competitive in India, with supermarket chains and malls mushrooming all over. ? Retailing is not restricted to tangible products. It covers services also. In other words, retailing is the sale of goods and services to the ultimate consumer for personal, family or household use.
? Retailing involves more than selling tangible products. It includes every sale of goods and services to the final consumer.
? According to India Retail Report 2009 by Images, "India's rural markets offer a sea of opportunity for the retail sector. Rural India accounting for 55% of private retail consumption.“ ? With most of the retail markets getting saturated in Tier I and Tier II cities, the next phase of growth is likely to be seen in the rural markets. ? ? ? ? ? ? ITC (e-Choupal) & HUL (Shakti) DCM (Hariyali Kissan Bazaar) Godrej Agrovet (Aadhar) Reliance Retail (Fresh and Fresh Plus) Tata (Kisan Sansar) M&M (Shublabh)
? Modern retailing has entered India in form of malls and huge complexes offering shopping, entertainment, leisure to the consumer as the retailers experiment with a variety of formats, from discount stores to supermarkets to hypermarkets to specialty chains. ? Small towns in Maharashtra are emerging as retail hubs for large chain stores like Pantaloon Retail because many small cities like Nagpur have a student population, lower real estate costs, fewer power cuts and lower levels of attrition.
SHOP TILL YOU DROP : OPEN EARLY,CLOSE LATE--BOOST SALES ? Opening stores at 7 in the morning to shutting down well after midnight, overtime to increase their sales -- joggers and night owls. ? Reliance Retail, for instance, has advanced opening timing for some of its supermarkets in Maharashtra by two hours to 8 am to attract joggers and office goers, while Future Group's KB Fair Price stores open even earlier at 7.
? Good sales in the live bakery section as many consumers have started having daily breakfast in stores after their morning walk. ? It's not just joggers who shop in the morning. Consumers prefer fresh stock especially for fruits and vegetables segment. ? Damodar Mall, director for food strategy at Future Group , says KB Fair Price sells almost 40% of fresh produce by 10 am, its earlier opening time.
? Industry watchers say the change in store timings shows that retailers now recognize the heterogeneity among consumers.
? Indian retailers seem to be taking a cue from global counterparts. World's largest retailer Wal-Mart Stores Inc. opens its outlets in the US as early as 6 am. In fact, several shops in the West remain open 24 hours a day.
? In India too, global retailers open their stores early albeit they sell their wares to resellers and not end consumers. Bharti-Walmart's Best Price Modern Wholesale stores and France's Carrefour SA open their stores at 7.00 am while some Metro Cash and Carry stores open at 6 in the morning.
? Some retailers open stores for longer hours only on days when higher sales are almost guaranteed. In February, Korum Mall at Thane near Mumbai kept its mall open until mid-night for two nights in a bid to cash-in on Valentine Day celebrations. Other days, it closes at 9:30 pm. ? Buoyed by the response, the mall again kept it open until 12:00 am on the eve of the Independence Day as retailers chipped in with flat 50% off between 10:00 p.m. and mid-night, dubbed as happy hours. Gaurav Kumawat, retail manager at Korum Mall, said sales that night was 350% more than normal weekdays.
COST – EXTRA HOURS
? But extended shop timing means higher Manpower and Electricity. Profit we could earn during the extra hours will not offset the costs ? In Delhi, Select Citywalk mall at Saket has requested cafes, restaurants and the food court operators to open at 8 am in the morning to serve breakfast for people visiting the gym in the mall and other office goers. Coffee shops will open early for joggers to have snacks and breakfast.
RETAIL SHELF SPACE
? Changes are happening in retail India. The local bania has gradually transformed himself into a small super market. ? The person driving the change is the Indian consumer. In the not so distant past, manufacturers created a product, advertised it and sold it through their distribution channels. ? The manufacturing companies enjoyed economic power. They determined prices of the product that the retailers could stock and also the dealer and distributor margins.
? In case of dispute with the distributor or retailer, it would not be rare for the manufacturer to discontinue supplies. ? Today retail has emerged as a separate function by itself .Retailers now decide on the products & brands they want to stock.
Retail shelf space is now is of prime importance.
HUL PERFECT STORES
? HUL’s Perfect Stores initiative, launched in May 2010, ? Under this scheme, HUL upgraded conventional retail outlets to perfect stores, by setting up a standardized look, with set plans for fixtures and products display. ? Project 'perfect stores' is the world's biggest consumer connect initiative in Unilever family ? Transform nearly 20,000 mom-n-pop stores and chemists selling its brands in 72 cities into one resembling an organized retail store such as Spencer's & Big Bazaar, though small in size. "
? Helped to improve availability and visibility of its products in retail stores.
? These “perfect stores'' are standardized ones with set plans for fixtures and products and display. HUL's experience shows a neat segmented arranging of similar products helps boost sales 30% of a store since 70% of purchase decisions are made on the spot.
? Hindustan Unilever Ltd (HUL) has doubled its Perfect Stores network in the 2011-2012 fiscal, taking the count of retail stores covered under this scheme, to 11 lakhs. Resulted in consistent growth in sales for HUL, and a higher market share in growth for HUL’s overall portfolio, accounting for more than 90% of the Company’s turnover.
? The objective of the programme is to help the customer better navigate the store. ? Additionally, HUL has used technology, such as analytics Project iQ, to reach out to these stores. ? The company’s salesmen have been provided with a hand held terminal called iQ, which gives customized recommendations for each store, once the device is synced. ? These initiatives have helped HUL to become more efficient, deliver stocks faster and reduce inventory on product shelves.
PRIVATE BRANDS
? A Shoppers Trend Study by Nielsen found awareness about private labels has gone up from 64 per cent in 2009 to 78 per cent in 2010 across 11 cities in India.
? Bharti Wal-Mart's private brand 'Great Value' tops the floor cleaner segment with 50 per cent share ? Bharti Wal-Mart’s top three selling spot in terms of market share in categories such as tea, wheat flour, rice and branded snacks according to Nielsen latest retail index service during JulySeptember 2011 period for the India FMCG
? Saving is key to the Indian middle class consumer and based on this concept the big bazaar was created.
? The Big Bazaar stores which started selling own brands few years ago. Brands such as tasty treat and Clean Mate are now established.
? Knighthood (much lower that branded products) – an exclusive wear in trouser and shirts. ? DJ & C – a line of denim wear and cool casual wear. ? Pink & Blue – casual wear for kids. ? Studio NYX – party and lounge wear. ? C T ee – cotton t – shirts with funky prints.
Easyday stores drives health camps
? With the aim of serving its customers beyond the stores and working for the community, Easyday stores, the Bharti Retail subsidiary organized 'store of the community. ? This theme enabled the stores to take initiatives for different health related campaigns such as blood donation, eye donation, dental and eye check up and health awareness camps. ? These camps had an awesome response with associates and customers of Easyday stores coming forward to donate 31747 units of blood in less than a month.
? The health awareness camp in Jaipur resulted in participation of 135 associates and customers of Jaipur Easyday. This camp gave free consultation of Blood Pressure, Blood Sugar, BMI, ECG, etc. ? In addition to this 809 people received free eye check ups and dental check ups in Ambala, Haryana where they were given reports without any charges by doctors.
Shoppers Stop : First Citizen Programme
? Shoppers Stop First Citizen loyalty programme was the first loyalty programme in the retail category in India that was launched in the year 1994.
? The Shoppers Stop First Citizen loyalty programme has emerged as the largest and most successful programme in the Retail sector with 2.5 million loyalty members’ base, and growing. ? With this program customers become part of the First Citizen club where they have to submit an application form along with the application fee of Rs. 150(now it is Rs.300). ? Membership to regular customers is provided in three stages – Classic Moments, Silver Age and Golden Glow.
Benefits come hand in hand with First Citizen program:
? Customers gain reward points each time they shop at Shoppers’ Stop stores or shoppersstop.com ? Exclusive benefits & privileges ? Exclusive offers on purchase ? Updates on various products at Shoppers’ Stop ? Exclusive cash counters which help customers to spend more time shopping than waiting in a queue
First Citizen Program contributes nearly over 50% of Shoppers’ Stop sales annually.
? At Shoppers’ Stop priority is given to customer convenience with customer friendly signage, alteration desk, customer service desk with gift wrapping service and off course most importantly the exclusive First Citizen Members’ lounge to name a few.
? The rapidly growing First Citizen Program clearly proves the fact that Shoppers’ Stop has been able to successfully connect with their customers through their service and special promotional offers which has converted many of them into loyal customers.
PROMOTION TECHNIQUES
Big Bazaar - Isse sasta aur accha kahin nahi :
Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly low price for a high – quality offering.
Wednesday Bazaar – Hafte ka sabse sasta din:
In January 2007, BigBazaar introduced Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with the aim to give homemakers the power to save the most on this day of the week
Sabse Saste Teen Din (Big days) :In 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din on 24, 25 and 26th of January. Big bazaar throwed up to 65% of on each & every products in the store for three days.
The Great Exchange Offer
“Bring anything old and take anything new” concept which started from the 16th of Feb 2008 at the Landmark store.
CONSUMER CONTESTS
? CHALA CHANGE KA CHAKKAR
? LAYS –GIVE US YOUR DELICIOUS FLAVOUR CONTEST(GUYDFC) ? “LAYS FLAVOUR CUP-KAUN JEETEGA WORLD CUP” (January 2011) ? AMUL BUTTER BASH CONTEST (ON FACEBOOK) 2011
CHALA CHANGE KA CHAKKAR (FEBRUARY 2008) PROMOTION LED BY BRAND ENDORSERS JUHI CHAWLA,SAIF ALI KHAN & NEW AMBASSADOR M.S.DHONI. ? ODE TO THE EMPOWERED INDIAN CONSUMER
? CORE PROPOSITION“ZINDAGI BADAL LO”
? NOT AN UNUSUAL CELEBRITY MEET & GREET IT’S A CHANCE TO LIVE HIS LIFE FOR A DAY,AS HE LIVES YOURS.
Irresistible flavours are at the heart of Lay’s universe… (JUNE 2009)
EACH MOMENT IS LIKE “A GAME BETWEEN HEART AND HEAD”. Most times HEAD RULES OVER HEART. What happens if you listen to your heart and let it win over your head for a change? Make things that matter to the heart happen!
What do you truly appreciate - a few potato chips, carefully made with natural and healthier ingredients for that irresistible multi-sensorial journey / loaded experience
OR Plenty of not so great tasting potato chips in the bag? Be a little DilLogical – Make things that matter to the heart happen!
GIVE US YOUR DELICIOUS FLAVOUR
LAUNCHED IN OCTOBER 2009
THREE STAGES :--
STAGE ONE :-1.3 MILLION ENTRIES STAGE TWO :-? FOUR FLAVOURS SHORTLISTED (5 LAKH EACH) ? FLAVOURS WERE PILOTED FOR TWO MONTHS. ? THEME: BACHEGA SIRF TASTIEST(SURVIVAL OF THE TASTIEST). STAGE THREE :-Winner—MASTANA MANGO (SAGAR DEHRUKAR) (FIFTY LAKH &ONE PERCENT SALES REVENUE)
FOUR NEW FLAVOURS IN CONTEST (Give Us Your Delicious Flavour Contest (GUYDFC) :-1) HIP HOP HONEY AND CHILI (Shouvik Mukherjee) 2) CHEESY MEXICANA (Mansi Jain) 3) MASTANA MANGO (Sagar Dehrukar) 4) TANGY TWIST. (Dr.Shipra Samanta)
LAYS FLAVOUR CUP— KAUN JEETEGA WORLD CUP(JAN’11):
? ? ? ? ? ? Australia’s Herb ‘n’ Lime South Africa’s Peri Peri Sauce Sri Lanka’s Sweet Onion Sauce England’s Grilled Cheese West Indies’ Hot & Sweet Chilli India’s Magic Masala
Amul Butter Bash (http://on.fb.me/amulbutter)
A Unique Voting App, that engages users to like their favorite Amul Butter Topical, share it & Invite others to win an autographed coffee table book with their favorite Topical
Amul Butter Bash
Like To Play The Application
Amul Butter Bash
Users Have To Follow The Instructions
Amul Butter Bash
Vote For The Topical You Like
Amul Butter Bash Users Can View The Most Liked Topical
FUTURE GROUP
? PAYBACK is India's largest loyalty program that brings together leading national and regional brands on a single loyalty platform. ? Future Group has taken the whole concept of customer loyalty to the next level by joining hands with PAYBACK ? With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners – with just a single card. thereby making “shopping rewarding”.
T-24
? Shop More, Talk More’ and ‘Talk More, Shop More’. ? Shopping and talking on our mobile phones are among the two favorite activities for all of us in India. ? Free talk-time for every purchase above Rs 500 made at Future Group shopping outlets. ? For example, a T24 customer buying products worth Rs 2,501 at Pantaloons or E Zone will stand to gain 50 minutes of free talk-time. Also, a customer spending Rs 1,501 in Big Bazaar will gain 90 minutes of free talktime for every purchase.
Tesco - Every Little Helps
? Tesco is one of the success stories of the retailing world and the reason for its success can be attributed in large part to the CRM initiatives and implementation of the learning from these initiatives.
Comment Cards: Tesco holds Customer Question Time sessions each year – where 12,000 customers participate. This is a forum where Tesco can get customer's views on products, price, quality, services. Customer Comment Cards are available in all the stores. Qualitative and Quantitative Research Techniques: Tesco engages in a range of research activities like focus groups, accompanied shops, home visits, etc. on-line questionnaires are also used to talk to a larger number of customers.
Research Trackers:
On-going research trackers ask the same key questions regularly to track performance over time. In response to the feedback from customers from the various initiatives, Tesco came up with the ‘Every Little Helps’ initiative: ? Prices are good ? I can get what I want ? The aisles are clear ? I don’t queue ? The staff are great
The Clubcard Scheme
? The Clubcard scheme was launched in 1995 and now has more than 12 million households in its database.
? Tesco's Clubcard membership allows customers to save money on shopping by giving price-off vouchers. ? On accumulating 150 points, these can be converted to Clubcard vouchers.
? The Clubcard acts as a tool for Tesco for collecting useful marketing data related to the buying habits of individual customers. Tesco used this customer data to:
? Shape product offerings ,create ranges thereby gain a better understanding of consumer segments and shopping profiles
? Helped marketing team to build loyalty and develop promotion offerings that suit target groups
Product Offerings and Ranges
Using the data from the Clubcard, Tesco created a variety of product ranges to suit different target groups:
? Healthy Living: The Healthy Living range, originally launched in 1985, now contains over 400 products which are low in fat and sodium. ? Free From: These products are designed to make life easier for people with food allergies. ? Special Healthy Kids Snacks: Kids range of food products has fibre , wholegrain and five-a-day fruit and vegetables. ? Organic Product Lines: Tesco has over 1200 products in this range.
STORE FORMATS
? Tesco's UK stores are divided into six formats, differentiated by size and the range of products sold. ? Designed as learnt from research and data gathered. The flexibility that these different formats provide has helped Tesco meet :-A) The changing demands. B) Keeping with their overall customer-centric policy
? Tesco Extra are larger, out-of-town hypermarkets that stock nearly all of Tesco's product ranges. ? Tesco Superstores are standard large supermarkets, stocking groceries and a much smaller range of non-food goods than Extra stores ? Tesco Express are neighborhood convenience shops, stocking mainly food and everyday essentials.
? Tesco Metro Stores are between Tesco Superstores and Tesco Express Stores and are mainly located in city centers, the inner city and on the high streets of small towns. ? One Stop Stores are small food stores. ? Homeplus Stores are only non-food ventures.
ZANE CYCLE STORES
“In the business, where bicycles and accessories are pretty much the same, it's people and policy of company that make a difference. We know that it's your satisfaction with us that keeps us in business. That is why we, without reservation, guarantee that if for any reason, at any time, you are not completely satisfied with any item you purchased from us, we will gladly repair, replace, or refund your money.” At your service, Chris Zane
Guaranteed for Life:
Every bicycle purchased from Zane's Cycles comes with our exclusive "Zane's Cycles Lifetime Free Service and Lifetime Parts Warranty." Anytime your bicycle needs service, a full tune-up or just a quick adjustment, we will make those necessary adjustments for free as long as you own your bicycle.
90-Day Price Protection :
We guarantee you will never overpay at Zane's Cycles. If you find any item you purchased in stock for less anywhere within 90 days, we'll gladly refund you the difference plus 10%
30 Day Test Ride:
To guarantee you have purchased the correct bicycle, ride it for 30 days. If during that time you are not completely satisfied, please return the bicycle for an exchange. We will gladly give you a full credit toward your new selection.
Serious Fun Guaranteed:
Twenty Five years ago we started with the belief, "the only difference between us and our competition is the service that we offer." If you don't feel that we are living up to our mission, let us know and we'll fix it immediately. If you have a concern and would like to discuss it with me directly, please e-mail me. I will personally respond to you.
Really know your customers
? Know your customers. Sure, everyone says that. But Zane goes a step further. He captures all the data about his customers from the point of sale terminal -- cash registers to most of us. So when he gets a special deal for discounted merchandise from a manufacturer, he knows just who might be interested. ? Treat the customer like a long-term resource. Zane says one customer came in and wanted to buy a "Trail-a-bike," a device that would allow him to connect his daughter's bike to his own. The customer mentioned that he had purchased a $350 bike trailer three years ago but never used it, because his daughter didn't like riding in it.
? Zane immediately took back the trailer, giving him credit for the original price. The profit on the new sale would make up for the loss on the trailer, which he sold used. ? "Because I know my customers, I also know he has three daughters all under the age of 7. Since the initial trailer transaction, he has made four purchases.“
? Give back to the community--He sells bikes and other merchandise at his cost to community groups for fund-raisers. For minimal labor costs, Zane gets great publicity.
? Realize that employees make it happen. "I pay them well, thank them a lot ... and, most importantly, let them have fun." ? Once a year, Zane closes his store and takes employees on a one-day trip. A sign tells customers if they are inconvenienced, just mention it and they get 10 percent off their next purchase.
? "The result: No loss of employees and the greatest increase in morale and profit we have seen to date." And the customers, happy with the discount, never complain.
E-TAILING
? DIGITAL CART & DIGITAL WALLET ? CASH ON DELIVERY (COD) – 60% CUSTOMERS ? RFID AND GPS – LOGISTICS & TRANSPORTATION (a) Improves the level of customer service (b) Increases customers loyalty (c) Better Inventory Management (d) Item level tracking ?CONSIGNMENT MODEL WAREHOUSE MODEL
Tablets are Transforming the Retail World
? Over the past decade, we have seen digital and online shopping enter our lives and become a widely accepted norm. ? 12 % of Internet users own a tablet today, and that number is expected to increase to 33 percent by 2015. ? Google's Catalogs app., for example, provides a rich, interactive shopping experience by aggregating the catalogs of major brands into one app, where you can explore product views, videos, details, pricing, and more.
? South Korean supermarket, Tesco, created a virtual grocery store in a subway station by using product images and QR codes.
? Many retailers in the U.S. for instance, have launched what they call mobile “shopping walls.” The walls feature a selection of the brand's most popular toys (QR codes and all) and can be found at airports, malls, and bus stations across the nation.
CONCLUSION
doc_977730849.pptx
The project gives a brief overview about how new age retailers are using different strategies to attract the customers and trying to maintain a long term relationship with the customers.
NEW AGE RETAILING
By Amit Chakraborty M.COM,SEM-III, ROLL NO.- 68. (MARKETING MANAGEMENT)
INTRODUCTION
? The retail industry is becoming one of the most competitive in India, with supermarket chains and malls mushrooming all over. ? Retailing is not restricted to tangible products. It covers services also. In other words, retailing is the sale of goods and services to the ultimate consumer for personal, family or household use.
? Retailing involves more than selling tangible products. It includes every sale of goods and services to the final consumer.
? According to India Retail Report 2009 by Images, "India's rural markets offer a sea of opportunity for the retail sector. Rural India accounting for 55% of private retail consumption.“ ? With most of the retail markets getting saturated in Tier I and Tier II cities, the next phase of growth is likely to be seen in the rural markets. ? ? ? ? ? ? ITC (e-Choupal) & HUL (Shakti) DCM (Hariyali Kissan Bazaar) Godrej Agrovet (Aadhar) Reliance Retail (Fresh and Fresh Plus) Tata (Kisan Sansar) M&M (Shublabh)
? Modern retailing has entered India in form of malls and huge complexes offering shopping, entertainment, leisure to the consumer as the retailers experiment with a variety of formats, from discount stores to supermarkets to hypermarkets to specialty chains. ? Small towns in Maharashtra are emerging as retail hubs for large chain stores like Pantaloon Retail because many small cities like Nagpur have a student population, lower real estate costs, fewer power cuts and lower levels of attrition.
SHOP TILL YOU DROP : OPEN EARLY,CLOSE LATE--BOOST SALES ? Opening stores at 7 in the morning to shutting down well after midnight, overtime to increase their sales -- joggers and night owls. ? Reliance Retail, for instance, has advanced opening timing for some of its supermarkets in Maharashtra by two hours to 8 am to attract joggers and office goers, while Future Group's KB Fair Price stores open even earlier at 7.
? Good sales in the live bakery section as many consumers have started having daily breakfast in stores after their morning walk. ? It's not just joggers who shop in the morning. Consumers prefer fresh stock especially for fruits and vegetables segment. ? Damodar Mall, director for food strategy at Future Group , says KB Fair Price sells almost 40% of fresh produce by 10 am, its earlier opening time.
? Industry watchers say the change in store timings shows that retailers now recognize the heterogeneity among consumers.
? Indian retailers seem to be taking a cue from global counterparts. World's largest retailer Wal-Mart Stores Inc. opens its outlets in the US as early as 6 am. In fact, several shops in the West remain open 24 hours a day.
? In India too, global retailers open their stores early albeit they sell their wares to resellers and not end consumers. Bharti-Walmart's Best Price Modern Wholesale stores and France's Carrefour SA open their stores at 7.00 am while some Metro Cash and Carry stores open at 6 in the morning.
? Some retailers open stores for longer hours only on days when higher sales are almost guaranteed. In February, Korum Mall at Thane near Mumbai kept its mall open until mid-night for two nights in a bid to cash-in on Valentine Day celebrations. Other days, it closes at 9:30 pm. ? Buoyed by the response, the mall again kept it open until 12:00 am on the eve of the Independence Day as retailers chipped in with flat 50% off between 10:00 p.m. and mid-night, dubbed as happy hours. Gaurav Kumawat, retail manager at Korum Mall, said sales that night was 350% more than normal weekdays.
COST – EXTRA HOURS
? But extended shop timing means higher Manpower and Electricity. Profit we could earn during the extra hours will not offset the costs ? In Delhi, Select Citywalk mall at Saket has requested cafes, restaurants and the food court operators to open at 8 am in the morning to serve breakfast for people visiting the gym in the mall and other office goers. Coffee shops will open early for joggers to have snacks and breakfast.
RETAIL SHELF SPACE
? Changes are happening in retail India. The local bania has gradually transformed himself into a small super market. ? The person driving the change is the Indian consumer. In the not so distant past, manufacturers created a product, advertised it and sold it through their distribution channels. ? The manufacturing companies enjoyed economic power. They determined prices of the product that the retailers could stock and also the dealer and distributor margins.
? In case of dispute with the distributor or retailer, it would not be rare for the manufacturer to discontinue supplies. ? Today retail has emerged as a separate function by itself .Retailers now decide on the products & brands they want to stock.
Retail shelf space is now is of prime importance.
HUL PERFECT STORES
? HUL’s Perfect Stores initiative, launched in May 2010, ? Under this scheme, HUL upgraded conventional retail outlets to perfect stores, by setting up a standardized look, with set plans for fixtures and products display. ? Project 'perfect stores' is the world's biggest consumer connect initiative in Unilever family ? Transform nearly 20,000 mom-n-pop stores and chemists selling its brands in 72 cities into one resembling an organized retail store such as Spencer's & Big Bazaar, though small in size. "
? Helped to improve availability and visibility of its products in retail stores.
? These “perfect stores'' are standardized ones with set plans for fixtures and products and display. HUL's experience shows a neat segmented arranging of similar products helps boost sales 30% of a store since 70% of purchase decisions are made on the spot.
? Hindustan Unilever Ltd (HUL) has doubled its Perfect Stores network in the 2011-2012 fiscal, taking the count of retail stores covered under this scheme, to 11 lakhs. Resulted in consistent growth in sales for HUL, and a higher market share in growth for HUL’s overall portfolio, accounting for more than 90% of the Company’s turnover.
? The objective of the programme is to help the customer better navigate the store. ? Additionally, HUL has used technology, such as analytics Project iQ, to reach out to these stores. ? The company’s salesmen have been provided with a hand held terminal called iQ, which gives customized recommendations for each store, once the device is synced. ? These initiatives have helped HUL to become more efficient, deliver stocks faster and reduce inventory on product shelves.
PRIVATE BRANDS
? A Shoppers Trend Study by Nielsen found awareness about private labels has gone up from 64 per cent in 2009 to 78 per cent in 2010 across 11 cities in India.
? Bharti Wal-Mart's private brand 'Great Value' tops the floor cleaner segment with 50 per cent share ? Bharti Wal-Mart’s top three selling spot in terms of market share in categories such as tea, wheat flour, rice and branded snacks according to Nielsen latest retail index service during JulySeptember 2011 period for the India FMCG
? Saving is key to the Indian middle class consumer and based on this concept the big bazaar was created.
? The Big Bazaar stores which started selling own brands few years ago. Brands such as tasty treat and Clean Mate are now established.
? Knighthood (much lower that branded products) – an exclusive wear in trouser and shirts. ? DJ & C – a line of denim wear and cool casual wear. ? Pink & Blue – casual wear for kids. ? Studio NYX – party and lounge wear. ? C T ee – cotton t – shirts with funky prints.
Easyday stores drives health camps
? With the aim of serving its customers beyond the stores and working for the community, Easyday stores, the Bharti Retail subsidiary organized 'store of the community. ? This theme enabled the stores to take initiatives for different health related campaigns such as blood donation, eye donation, dental and eye check up and health awareness camps. ? These camps had an awesome response with associates and customers of Easyday stores coming forward to donate 31747 units of blood in less than a month.
? The health awareness camp in Jaipur resulted in participation of 135 associates and customers of Jaipur Easyday. This camp gave free consultation of Blood Pressure, Blood Sugar, BMI, ECG, etc. ? In addition to this 809 people received free eye check ups and dental check ups in Ambala, Haryana where they were given reports without any charges by doctors.
Shoppers Stop : First Citizen Programme
? Shoppers Stop First Citizen loyalty programme was the first loyalty programme in the retail category in India that was launched in the year 1994.
? The Shoppers Stop First Citizen loyalty programme has emerged as the largest and most successful programme in the Retail sector with 2.5 million loyalty members’ base, and growing. ? With this program customers become part of the First Citizen club where they have to submit an application form along with the application fee of Rs. 150(now it is Rs.300). ? Membership to regular customers is provided in three stages – Classic Moments, Silver Age and Golden Glow.
Benefits come hand in hand with First Citizen program:
? Customers gain reward points each time they shop at Shoppers’ Stop stores or shoppersstop.com ? Exclusive benefits & privileges ? Exclusive offers on purchase ? Updates on various products at Shoppers’ Stop ? Exclusive cash counters which help customers to spend more time shopping than waiting in a queue
First Citizen Program contributes nearly over 50% of Shoppers’ Stop sales annually.
? At Shoppers’ Stop priority is given to customer convenience with customer friendly signage, alteration desk, customer service desk with gift wrapping service and off course most importantly the exclusive First Citizen Members’ lounge to name a few.
? The rapidly growing First Citizen Program clearly proves the fact that Shoppers’ Stop has been able to successfully connect with their customers through their service and special promotional offers which has converted many of them into loyal customers.
PROMOTION TECHNIQUES
Big Bazaar - Isse sasta aur accha kahin nahi :
Big Bazaar has adopted value pricing in which they win loyal customers by charging a fairly low price for a high – quality offering.
Wednesday Bazaar – Hafte ka sabse sasta din:
In January 2007, BigBazaar introduced Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with the aim to give homemakers the power to save the most on this day of the week
Sabse Saste Teen Din (Big days) :In 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din on 24, 25 and 26th of January. Big bazaar throwed up to 65% of on each & every products in the store for three days.
The Great Exchange Offer
“Bring anything old and take anything new” concept which started from the 16th of Feb 2008 at the Landmark store.
CONSUMER CONTESTS
? CHALA CHANGE KA CHAKKAR
? LAYS –GIVE US YOUR DELICIOUS FLAVOUR CONTEST(GUYDFC) ? “LAYS FLAVOUR CUP-KAUN JEETEGA WORLD CUP” (January 2011) ? AMUL BUTTER BASH CONTEST (ON FACEBOOK) 2011
CHALA CHANGE KA CHAKKAR (FEBRUARY 2008) PROMOTION LED BY BRAND ENDORSERS JUHI CHAWLA,SAIF ALI KHAN & NEW AMBASSADOR M.S.DHONI. ? ODE TO THE EMPOWERED INDIAN CONSUMER
? CORE PROPOSITION“ZINDAGI BADAL LO”
? NOT AN UNUSUAL CELEBRITY MEET & GREET IT’S A CHANCE TO LIVE HIS LIFE FOR A DAY,AS HE LIVES YOURS.
Irresistible flavours are at the heart of Lay’s universe… (JUNE 2009)
EACH MOMENT IS LIKE “A GAME BETWEEN HEART AND HEAD”. Most times HEAD RULES OVER HEART. What happens if you listen to your heart and let it win over your head for a change? Make things that matter to the heart happen!
What do you truly appreciate - a few potato chips, carefully made with natural and healthier ingredients for that irresistible multi-sensorial journey / loaded experience
OR Plenty of not so great tasting potato chips in the bag? Be a little DilLogical – Make things that matter to the heart happen!
GIVE US YOUR DELICIOUS FLAVOUR
LAUNCHED IN OCTOBER 2009
THREE STAGES :--
STAGE ONE :-1.3 MILLION ENTRIES STAGE TWO :-? FOUR FLAVOURS SHORTLISTED (5 LAKH EACH) ? FLAVOURS WERE PILOTED FOR TWO MONTHS. ? THEME: BACHEGA SIRF TASTIEST(SURVIVAL OF THE TASTIEST). STAGE THREE :-Winner—MASTANA MANGO (SAGAR DEHRUKAR) (FIFTY LAKH &ONE PERCENT SALES REVENUE)
FOUR NEW FLAVOURS IN CONTEST (Give Us Your Delicious Flavour Contest (GUYDFC) :-1) HIP HOP HONEY AND CHILI (Shouvik Mukherjee) 2) CHEESY MEXICANA (Mansi Jain) 3) MASTANA MANGO (Sagar Dehrukar) 4) TANGY TWIST. (Dr.Shipra Samanta)
LAYS FLAVOUR CUP— KAUN JEETEGA WORLD CUP(JAN’11):
? ? ? ? ? ? Australia’s Herb ‘n’ Lime South Africa’s Peri Peri Sauce Sri Lanka’s Sweet Onion Sauce England’s Grilled Cheese West Indies’ Hot & Sweet Chilli India’s Magic Masala
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FUTURE GROUP
? PAYBACK is India's largest loyalty program that brings together leading national and regional brands on a single loyalty platform. ? Future Group has taken the whole concept of customer loyalty to the next level by joining hands with PAYBACK ? With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners – with just a single card. thereby making “shopping rewarding”.
T-24
? Shop More, Talk More’ and ‘Talk More, Shop More’. ? Shopping and talking on our mobile phones are among the two favorite activities for all of us in India. ? Free talk-time for every purchase above Rs 500 made at Future Group shopping outlets. ? For example, a T24 customer buying products worth Rs 2,501 at Pantaloons or E Zone will stand to gain 50 minutes of free talk-time. Also, a customer spending Rs 1,501 in Big Bazaar will gain 90 minutes of free talktime for every purchase.
Tesco - Every Little Helps
? Tesco is one of the success stories of the retailing world and the reason for its success can be attributed in large part to the CRM initiatives and implementation of the learning from these initiatives.
Comment Cards: Tesco holds Customer Question Time sessions each year – where 12,000 customers participate. This is a forum where Tesco can get customer's views on products, price, quality, services. Customer Comment Cards are available in all the stores. Qualitative and Quantitative Research Techniques: Tesco engages in a range of research activities like focus groups, accompanied shops, home visits, etc. on-line questionnaires are also used to talk to a larger number of customers.
Research Trackers:
On-going research trackers ask the same key questions regularly to track performance over time. In response to the feedback from customers from the various initiatives, Tesco came up with the ‘Every Little Helps’ initiative: ? Prices are good ? I can get what I want ? The aisles are clear ? I don’t queue ? The staff are great
The Clubcard Scheme
? The Clubcard scheme was launched in 1995 and now has more than 12 million households in its database.
? Tesco's Clubcard membership allows customers to save money on shopping by giving price-off vouchers. ? On accumulating 150 points, these can be converted to Clubcard vouchers.
? The Clubcard acts as a tool for Tesco for collecting useful marketing data related to the buying habits of individual customers. Tesco used this customer data to:
? Shape product offerings ,create ranges thereby gain a better understanding of consumer segments and shopping profiles
? Helped marketing team to build loyalty and develop promotion offerings that suit target groups
Product Offerings and Ranges
Using the data from the Clubcard, Tesco created a variety of product ranges to suit different target groups:
? Healthy Living: The Healthy Living range, originally launched in 1985, now contains over 400 products which are low in fat and sodium. ? Free From: These products are designed to make life easier for people with food allergies. ? Special Healthy Kids Snacks: Kids range of food products has fibre , wholegrain and five-a-day fruit and vegetables. ? Organic Product Lines: Tesco has over 1200 products in this range.
STORE FORMATS
? Tesco's UK stores are divided into six formats, differentiated by size and the range of products sold. ? Designed as learnt from research and data gathered. The flexibility that these different formats provide has helped Tesco meet :-A) The changing demands. B) Keeping with their overall customer-centric policy
? Tesco Extra are larger, out-of-town hypermarkets that stock nearly all of Tesco's product ranges. ? Tesco Superstores are standard large supermarkets, stocking groceries and a much smaller range of non-food goods than Extra stores ? Tesco Express are neighborhood convenience shops, stocking mainly food and everyday essentials.
? Tesco Metro Stores are between Tesco Superstores and Tesco Express Stores and are mainly located in city centers, the inner city and on the high streets of small towns. ? One Stop Stores are small food stores. ? Homeplus Stores are only non-food ventures.
ZANE CYCLE STORES
“In the business, where bicycles and accessories are pretty much the same, it's people and policy of company that make a difference. We know that it's your satisfaction with us that keeps us in business. That is why we, without reservation, guarantee that if for any reason, at any time, you are not completely satisfied with any item you purchased from us, we will gladly repair, replace, or refund your money.” At your service, Chris Zane
Guaranteed for Life:
Every bicycle purchased from Zane's Cycles comes with our exclusive "Zane's Cycles Lifetime Free Service and Lifetime Parts Warranty." Anytime your bicycle needs service, a full tune-up or just a quick adjustment, we will make those necessary adjustments for free as long as you own your bicycle.
90-Day Price Protection :
We guarantee you will never overpay at Zane's Cycles. If you find any item you purchased in stock for less anywhere within 90 days, we'll gladly refund you the difference plus 10%
30 Day Test Ride:
To guarantee you have purchased the correct bicycle, ride it for 30 days. If during that time you are not completely satisfied, please return the bicycle for an exchange. We will gladly give you a full credit toward your new selection.
Serious Fun Guaranteed:
Twenty Five years ago we started with the belief, "the only difference between us and our competition is the service that we offer." If you don't feel that we are living up to our mission, let us know and we'll fix it immediately. If you have a concern and would like to discuss it with me directly, please e-mail me. I will personally respond to you.
Really know your customers
? Know your customers. Sure, everyone says that. But Zane goes a step further. He captures all the data about his customers from the point of sale terminal -- cash registers to most of us. So when he gets a special deal for discounted merchandise from a manufacturer, he knows just who might be interested. ? Treat the customer like a long-term resource. Zane says one customer came in and wanted to buy a "Trail-a-bike," a device that would allow him to connect his daughter's bike to his own. The customer mentioned that he had purchased a $350 bike trailer three years ago but never used it, because his daughter didn't like riding in it.
? Zane immediately took back the trailer, giving him credit for the original price. The profit on the new sale would make up for the loss on the trailer, which he sold used. ? "Because I know my customers, I also know he has three daughters all under the age of 7. Since the initial trailer transaction, he has made four purchases.“
? Give back to the community--He sells bikes and other merchandise at his cost to community groups for fund-raisers. For minimal labor costs, Zane gets great publicity.
? Realize that employees make it happen. "I pay them well, thank them a lot ... and, most importantly, let them have fun." ? Once a year, Zane closes his store and takes employees on a one-day trip. A sign tells customers if they are inconvenienced, just mention it and they get 10 percent off their next purchase.
? "The result: No loss of employees and the greatest increase in morale and profit we have seen to date." And the customers, happy with the discount, never complain.
E-TAILING
? DIGITAL CART & DIGITAL WALLET ? CASH ON DELIVERY (COD) – 60% CUSTOMERS ? RFID AND GPS – LOGISTICS & TRANSPORTATION (a) Improves the level of customer service (b) Increases customers loyalty (c) Better Inventory Management (d) Item level tracking ?CONSIGNMENT MODEL WAREHOUSE MODEL
Tablets are Transforming the Retail World
? Over the past decade, we have seen digital and online shopping enter our lives and become a widely accepted norm. ? 12 % of Internet users own a tablet today, and that number is expected to increase to 33 percent by 2015. ? Google's Catalogs app., for example, provides a rich, interactive shopping experience by aggregating the catalogs of major brands into one app, where you can explore product views, videos, details, pricing, and more.
? South Korean supermarket, Tesco, created a virtual grocery store in a subway station by using product images and QR codes.
? Many retailers in the U.S. for instance, have launched what they call mobile “shopping walls.” The walls feature a selection of the brand's most popular toys (QR codes and all) and can be found at airports, malls, and bus stations across the nation.
CONCLUSION
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