1. Customer Retention and Ways to Improve
LoyaltyPrograminPantaloons,Sahara Ganj
Lucknow
By:
Somnath Gupta
PGDM 2nd Year
BM-014259
2. OBJECTIVE
• Study the different process critical to customer service and satisfaction.
• Analyze the awareness level about the Payback Green card loyalty program among
the customers.
• Analyze the PBGC card benefits satisfaction level among different age groups.
• Analyze the impact of satisfaction from PBGC benefits on customer’s buying behavior.
3. About Pantaloons SaharaGanj Lucknow
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption
space. While retail forms the core business activity of Future Group, group
subsidiaries are present in consumer finance, capital, insurance, leisure and
entertainment, brand development, retail real estate development, retail media and
logistics.
The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in
1997.
Pantaloons, the newly acquired business by The Aditya Birla Group. One of India’s
leading multinational conglomerates, is a powerhouse of fresh fashion and
innovation. While weaving its magic across lifestyle segments. Pantaloons caters to
the discerning and trendy consumer.
Pantaloons Sahara Ganj is a stand alone departmental store covering about 18000
sq.feet (approx) situated in one of busiest road of Lucknow catering the needs of
people from nearby resedential areas like Hazrat Ganj, Alambagh etc.
4. Contd…
Pantaloons, previously controlled by the Future Group, has been recently taken over
by Aditya Birla Nuvo Limited.
Pantaloons offer multiple accessories and clothing brands across a spectrum of
categories for men, women and kids.
Currently we are a chain of 100+ fashion stores across 43 cities.
ABNL is a part of the prestigious Aditya Birla Group, a $40 billion Indian multinational,
operating in 36 countries across the globe with over 120,000 employees.
Pantaloons, Headquartered in Mumbai (Bombay), the company operates over 2.2
million square feet of retail space.
It is one of the few Pantaloons store in Lucknow where people can avail apparels,
groceries, cosmetics and consumer durable under one roof.
5. Recently Pantaloons launches Store
Pantaloons launch its hundred stores in Karol Bagh, Delhi.
Pantaloons launch its third store in Hazratganj, Lucknow.
Pantaloons launch its first store in Muzaffarpur.
Pantaloons Recently plans to open first store in Agra.
8. CustomerRetaintion &LoyaltyProgram
“Loyalty is one of the great engines of business
success”.
The word loyalty has different explanation and it all refer to way of Services.
Companies typically have several goals when launching loyalty programs.
Improving knowledge of the customer.
Leveraging that knowledge to increase the sales of undersold and/or highly
profitable products/services.
Loyalty program enables a company to gain detailed knowledge about its
customer.
9. CustomerRelationshipManagementat Pantaloons
Want to focus both on acquisition & Retention.
To convert daily footfalls into loyal customers.
Extraordinary service and customer satisfaction.
Increase customer share.
Pantaloons are following Customer Loyalty Program.
CRM is practiced through the “GREEN CARD” program (GC).
Green Card loyalty program contributes approx. 75% in profitability of Pantaloons
across country.
Pantaloons maintain a customer database of 41 lac. across India.
Software used is the ‘Capillary’.
10. SpecialBenifitsonEnrollment
Parking fee is less on your bill.
Free home drop Facility.
90 days exchange policy.
Instant discount* for every time you shop at Pantaloons
Exclusive shopping days to get hold of latest merchandise
Regular updates on collections and promos via catalogues, sms and email
Special invites to the most happening events
Extended exchange periods and complimentary drops for alterations
Exclusive billing counters and much more.
11. BENIFITS 3 STAR 5 STAR 7 STAR
INSTANT DISCOUNT 5% 8% 10%
GREEN OFFERS AND PROMOTION YES YES YES
GREEN SERVICE DESK YES YES YES
GREEN EXCHANGE 60 days 60 days 90 days
COMPLEMENTARY HOME DELIVERY YES YES YES
COMPLEMENTARY HOME DROP NO YES (EXCEPT
SALES
PREVIEW)
YES
(AROUND THE YEAR)
FREE PARKING YES YES YES
EXCLUSIVE BILLING COUNTER YES YES YES
12. Today’s consumers are more savvy and sophisticated than ever. They expect loyalty
programs to offer :
Easy Participation
Instant rewards
Flexible rewards
Fast accumulation of rewards
Rewards claimed at any participating establishment
Special offers
Instant win opportunities
What customers expect
14. MyWorks atPantaloonsFashion&RetailLtd.
I did try to convince around five hundred customers to achieve the target
for green card in weekly basis.
I did the updating of green card of existing customers
I maintained all the registers on customer service desk
I worked as a visual merchandiser
I kept trying to satisfy customer needs.
Making strategies to increase customer entry and as well as store sale.
15. INTERIOR STORE DESIGN:
Floor, ceiling-
Area which attracts more visual attention were reserved for private labels
Brands were placed on ‘pay per space scheme’
Use of white & cream color in the ceiling
Use of spot light & decorative lighting
Lighting - For interiors and lighting latest technology were used.
Store security - Security were strictly maintained inside the store both with the
employees and even with the technology
Graphics and signages - Signage and graphic were used inside the store
VisualMarchandiserworks
18. FIXTURES
Fixtures are the important part for a retail store to display the merchandise. Many types
of fixtures are used in a retail store to maximize the target area, the daily sale rate, and
minimize disruptions in merchandise operations.
The fixtures that were used in Pantaloons :
Four way racks
Straight racks
T-stands
Waterfall arm stands
Nested tables
Gondola
19. THEME BASED, TRADITIONAL, PARALLEL TO SIDE WALK, CLOSED BACK
WINDOW USE OF MANNEQUINS, SIGNAGE, PROPS
WINDOWDISPLAYPOLICY
21. Research Methodology
Research design - Descriptive study
Data collection - Primary Data/Secondary Data
Sample area - Lucknow
Sample size - 80 customers
Sampling design - Random & Convenience
Research instrument - Questionnaire
Analytical tool - SPSS
22. SAMPLING SIZE
Sampling size is the number of items to be selected from the universe to
constitute the sample. In this study, a sample study of 80 has been chosen.
SAMPLING AREA
This study was undertaken at pantaloons Sahara Ganj Lucknow.
PERIOD OF STUDY
The study was undertaken between May 2015 and June2015.
DATA COLLECTION DESIGN
A marketing researcher has to make a plan for collecting data which may be
primary data, secondary data or both.
23. What comes to your mind when you think Pantaloons?
Interpretation:
From the above graph we come to know that 30.37% of the customers think of
collection 30.38% of the customers are saying Discount and offers and rest customers
are saying come for Product and quality.
8, 10%
30, 37%
30, 38%
12, 15%
Product
Collections
Discount & Offers
Quality
24. How would you rate customer loyalty program?
Interpretation:
From the above table we conclude that 30.37% of the customers are rate
very good, 16.16% of the customers are rate Excellent and 7.9% are rate
average about customer loyalty program provided by pantaloons.
14. 17%
30. 37%
27. 34%
7. 9%
2. 3%
Excellent
Very Good
Good
Average
Poor
25. How would you rate our store location?
Interpretation:
From the above table we conclude that 29.36% of the customers are rate Excellent,
28.35% customers are rate Very good and 18.22% are rate good about Pantaloons
Store location.
29. 36%
28. 35%
18. 22%
3. 4% 2. 3%
Excellent
Very Good
Good
Average
Poor
28. Interpretation
Out of total 80 respondents who responded, 50 were males and 30 were
females. Out of 50 males 13 rated the availability as Excellent, 21 as Very
Good, 12 as Good, 2 as Average, and 2 as Poor.
Out of 30 females 6 rated the availability as Excellent, 15 as Very Good, 7 as
Good, and 2 as Average.
30. Finding & Recommendation
Sitting area should be there for children and old people.
Provide Complimentary drinks for customers.
Provide out store offers to green card customers.
Billing counter should be placed on two sides at every floor for convenience.
Entertainment game’s should be conducted in store.
A trained employees has to be at each floor to satisfy need of customer.
More Advertisement has to be done to increase the foot fall.
At least one more system require on Customer service desk.
Exclusive billing counter.
31. CONCLUSION
I conclude by telling that today many retailers are selling apparels so retaining customer is
very difficult and it’s not very easy we have to pull customers for repeated purchase. The
loyalty program plays a vital role in pulling customers to purchase apparel. If we talk about
fashion retail sector it is very common to see shortage of cash counter over there which
directly or indirectly increases the shopping time of the customers. Even some time
customers even leave without purchasing anything from the store because of it.
