2. INTRODUCTION
Retailing is the set of activities that markets products or services to final consumers for their
own personal or house hold use .It does this by organizing their availability on a relatively
large scale and supplying them to customers on a relatively small scale. Retailer is a person
or agent or Company or Organization who is instrumental in reaching the Goods or
Merchandise or Services to the end user or Ultimate consumers. The word “retail” originates
from French –Italian word .Retailer- Someone who cuts off or shed small pieces from
something.
Retailing is one of the pillars of the economy in India and account for 35% of GDP. The retail
industry is divided into organized and unorganized sectors. Over 12 million outlets operate in
the country and only 4% of them being larger than 500 SQ ft (46m2) in size. Organized
retailing refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etcThese included the corporate-backed hypermarkets
and retail chain and also the privately owned large retail businesses.
Unorganized retailing ,on the other hand ,refer to the traditional format of low-cost
retailing for example, the local kirana shops ,owner manned general stores, paan/beedi shop,
convenience store, hand cart and pavement vendor etc.Most Indian shopping takes place in
open markets and million of independent grocery shop called kirana. Organized retail such
supermarkets account for just 4% of the market as 2008.regulation prevent most foreign
investment in retailing. Moreover ,over 30 regulation such as “signboard licenses” and “anti-
hoarding measures” may have to be complied before a store can open doors. There are
taxes for moving good to states from states, and even within states.
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3. NEED FOR STUDY
The need of the study is to analysis the customer reletationship management
in retailing(BIG BAZAAR) from the stage of controlling, collecting, customers
information to the implantation .
To know the customer perception level on retail services .
To improve the physical appearance of the store to attract customers by
introducing new schemes to increase the customers base as well as motive
the employees to improve their efficiency for development in sale .
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4. OBJECTIVES
To study the current practice of CRM.
To find the impact of CRM on profitability of BIG BAZAAR.
To study the factor affecting the CRM practices.
To study the method and tool for implementing CRM in retail sector.
To study the necessity of CRM in retail sector as well as suggesting them the
way for successfully implementing it.
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5. CUSTOMER RELATIONSHIP MANAGEMENT
Customer relationship management (CRM) is a term that refers to practices,
strategies and technologies that companies use to manage and analyze
customer interactions and data throughout the customer lifecycle, with the
goal of improving customer service relationships and assisting in customer
retention and driving sales growth
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6. METHODOLOGY
Research methodology is the way to systematically solve the research
problem .
The study on CUSTOMER RELATIONSHIP MANAGEMENT(CRM) is a descriptive
study .
The study of research is partially conceptual and partially empirical.
PRIMARY DATA:-
The primary data was collected by conducting a customers survey in BIG
BAZAAR VISAKHAPTNAM .
Questionnaire was prepared and administered by taking a sample of
customers which contain the walk- in- customers of BIG BAZAAR
VISAKHAPATNAM.
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7. SECONDARY DATA
Secondary data is that is which is collected for the purpose of references and
already exist some where .
From various book, journals, periodicals, and magazine, print media, web
side(www.google.com),(www.futureretail.com),(www.rpgtetail.com) and
company record.
SAMPLING TECHNIQUE:-
The technique for sampling used from various sources are tabulated
,analyzed, interpreted and supported with relevant chart, tables graph.
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9. CRM PROCESS
CRM process is defined as any group of action that is instrumental in the
achievement of the output of an operation system, in accordance with a
specified measure of effectiveness
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10. Benefits of a CRM Process:
Ability to retain loyal & profitable customers.
Rapid growth of business project.
Acqu CRM process is defined as any group of action that is instrumental in the
achievement of the output of an operation system, in accordance with a
specified measure of effectiveness iring the right customers, hence drives
growth & increased profit margins.
Increased individual customer margins, while offering the right products at
the right time.
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11. A Closed-loop CRM Process:
Gathering information:gather information about customer.
Perform data aggregation:data is merged & compressed into a
complete view of the customer.
Create exploration warehouses:are extracts of customer data
needed to support specific analysis(like customer profitability etc.). These
are engines for analytical applications that support identification of
opportunities & developing strategies.
Execution of strategies:execute these strategies by developing &
launching marketing campaigns across targeted customer segment.
CUSTOMER INTERACTION
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12. Four C’s(elements) of CRM Process:
Correlate: series of transaction & interaction that make up a dialogue
between customer/channel/end user/ org. I.e. data is collected from all
contact points.
Combine: mapping & management of interaction points between a
customer customer/channel/end user/ org.
Cognize(to know): insight gained through capture & analysis of detailed
information is to create continuous learning from data warehouse.
Connect: application of insight to create relevant interaction with
consumers, customers,channels, suppliers, partners that build value
relationships.
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13. FINDING
Most of the who visited big bazaar had no exact time frame.
Nearly half of the respondent believes that the overall store display at big bazaar
was good, and over 20% respondent feels that there was further need for the
improvement.
Majority of the respondent said the store design and display is good while few said
it require furthers treatment
Most of the respondent given good rating to the store’s color and lighting
Majority of the respondent faces no problem in reaching for the items in the rack,
while very few faces the problem
Most of the respondents feel that singes of the store are informative.
Most of the respondents feels that store ambience like music odor is good.
Most of the respondent feels that arrangement of product is good
Most of the respondent opined that ranges of product are good
Most of the respondent said those prices are clearly informed in the shelf.
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14. SUGGESTION
It has been found that there is the faster replenishment of shelf during peak.
So in this regard we can make the shelf more innovative and attractive
Lightening near the grocery department must be bright to enable the
customers carefully select the grocery.
The flooring should be made innovative. So that customer would be more
attractive towards the product.
It would be suggested that window display should be changed weekly or
fortnightly to ensure freshness of the store.
We can use symbol as direction and also we can use signage for auto selling.
So that customer will feel easy to reach the product.
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15. CONCLUSION
From this study it can be concluded that the customer relationship management
in Company is satisfactory.
The company is using various CRM practices like customization of the product,
maintaining interaction with the customers regularly and providing good quality
product etc.
Customer relationship management has a certain impact on the profitability of
the company.
Average sale per customer has increased 15% over the last two years. Customer
response rate towards MARKETING activities is also improving.
There are various factors affecting the customer relationship management like
working environment of the company, support from top management and
coordination among the departments of the company. Information technology is
not used as much as it should be.
The company is using traditional tools of CRM like quantitative research, personal
interviews. The company should modern tools like data mining, contact center, e-
CRM and web based survey tools.
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