PROJECT REPORT ON

“Analysing Retail Sector with Social Media Listening Process

Framework”

Submitted By: TEAM -6

S. No. REG. NO. NAME OF THE STUDENT COURSE

1 MBA(IB)
121724601013 DubbalaVashyanth
2 MBA(IB)
121724602002 Alapati saritha

3 121724601034 M.Manoj kumar MBA(IB)

In Partial Fulfilment of Requirement for the Award of the Marks towards PROJECT as
part of -Social media analytics-
Course in Master of Business Administration (IB/IBF/GSCM)

Under the Guidance of

Dr. YLP Thorani

Assistant Professor
GITAM School of International Business, GITAM University, Visakhapatnam
Andhra Pradesh, India-530045

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Declaration

We hereby declare that the Project work entitled “Analysing Retail Sector with Social
Media Listening Process Framework”” submitted to Gitam School of International
Business Visakhapatnam, is a record of an original work done by me under the guidance of
Dr. YLP Thorani Assistant Professor, PG Dept. of MBA International Business, GSIB and
this project work is submitted in the partial fulfilment of the requirement for the award of the
degree of Master of Business Administration in International business. The results embodied
in this project have not been submitted to any other University or Institute for the award of
any degree or diploma.

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S.No Content Page No.

1 Abstract 4

2 Retail timeline in analytics 5

3 Introduction to our company (About e-shack) 6

4 Social media listening setup 7

5 Setting objectives 7

6 Defining the universe 7

7 Workflow in organization 8

8 Upfront noise reduction 10

9 Monitoring 11

10 Data cleaning 14

11 Reporting and analysis 14

12 Conclusion 14

13 Our website 14

14 References 14

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Abstract:

The Indian retail sector is witnessing tremendous growth with the changing demographics
and an improvement in the quality of life of urban people. The growing affluence of
India’s consuming class, the emergence of retail entrepreneurs and a variety of imported
products particularly in the food and grocery segment, has been one of the main drivers
for the current retail boom in the domestic market.

Retail is amongst the fastest growing sectors in the country. India ranks 1st, ahead of
Russia, in terms of emerging markets potential in retail and is deemed a 'Priority 1'
market for international retail

Retail is India’s largest industry, accounting for over 10% of the country’s GDP and
around eight per cent of the employment. The scenario has changed after the LPG
revolution. In late 90’s, government of India tried to create the bubble by allowing the
Global players in the Retail Arena. The Government allows 100 per cent foreign direct
investment (FDI) in cash and carry through the automatic route and 51 per cent in single
brand

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Retail timeline in analytics:

The evolution of retail has changed over the past years in the stone age when the era
began with the concept of spread sheets it has changed with the concept of Decision
support system later on we are equipped with the concept of optimization in the iron
age and in the modern page the concept of bigdata has came into existence and it has
been ruling the world

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 About e-shack:

At e-shack.com, we strive to provide exactly what our customers are looking for. A huge
part of our brainstorming process is looking at our client feedback to make sure you're
well taken care of.

In the catalog section we will be displaying the products with price tags and you can share
the product either in Facebook, WhatsApp, twitter, Instagram etc.

Key members

Vashyanth-Founder &CEO

Saritha-COO

Manoj-CMO

Our Services

These are the services we are going to offer at our retail store

Grocery and fmcg: We deal with all fresh goods at the concept of everyday low pricing and
ensure that the bills fit your pocket size.

Apparels: Now shop at the lowest prices with best style and quality and look at your level
best

Consumer durables and furniture services are what we look at the future perspective

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Setting objectives:
1. Understand Your Customer: Just as how business need customers, customers needs
business too it is very vital to study the needs of customer and prepare a strategy
accordingly.
2. Make Connections: Be nice and offer them a valid product accordingly to their needs
3. Improve Direct Marketing: Increasing the concept leads to customer interaction
more directly
4. Increase Customer Loyalty: Trust is the utmost concern for any business
5. Make the Product Known: promoting innovatively.

Define the universe:

1. Segmenting customers
2. Target market - INDIA
3. Positioning products – FMCG,DURABLES

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Workflow in our organization:

Production team:
Without this team, it'd be pretty hard to function. This team is responsible for putting up skus,
making sure all skus are ready to go, product descriptions are accurate, etc. This team works
super hard to ensure that everything within the CMS system works well, and with the
millions of SKUs there are, this is a very key part of the e-commerce organization.
Product team:
The role of this head of e-commerce was to ensure that all components of the site worked
together and encompassed the vision of the entire unit. It was then comprised of several
product managers that were assigned to various parts of the site. For instance, I was in charge
of interactive media and before that loyalty, which covered taking care of features for Beauty
Insider and Sephora reviews. Each product manager takes charge of each area, and is fully
responsible for it. Within this team, you sometimes have UX people too.

Content team:
This was an editorial team dedicated solely to all content online. This would comprise of blog
posts, product descriptions, email marketing, on-site content (billboards, buttons, etc) and
social media posts.

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Project Management/IT Team:
For this team which was quite large, this included project managers who were in charge of
various projects, the execution of said projects, coordination with all business stakeholders,
engineers who built and maintained the site, and also any other staff members who were
supporting the e-commerce teams on their daily IT needs. This was led by the CTO of the
company, and a technical lead on the e-commerce side.

Analytics:
A team or person dedicated to business analytics really helps to support all business units on
their goals, and to see what is working. A/B testing platforms, user conversions, LTV, CLV
calculations, these are the guys working hard to see that tracking and user behavior is
working. Most times, they'll also use great tools like RJ Metrics, Omniture etc to help you,
the business user, understand what you're doing as well.

Business Teams
With several teams in place, there are many key marketing components:

 Merchandising Analytics: Retailers can use merchandising analytics to stock the

right product at the right place at the right time. Merchandising analytics enable
planners to align their merchandising decisions with customer expectations. The key
areas of merchandising analytics are assortment planning, product adjacency and
space allocation. Analytics holds the key to optimizing assortment. For each stock
keeping unit (SKU), retailers can identify a few attributes, such as brand, package size
or flavor, that are meaningful to customers. They can then use the sales of existing

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 SKUs to estimate the future demand at attribute level and further use these estimates
to forecast the demand for any combination of attributes, including those that
correspond to new products the retailer is considering to add to its assortment.
Analytics lets retailers discover new products that have high chances of selling well,
the
 Marketing Analytics: To keep up with changing customer demands and ensure
loyalty, retailers need marketing analytics for deeper customer insight, targeted
interactions and improved customer service. Marketing analytics quickly combine all
relevant customer data -from point of sale (POS) systems, customer relationship
management (CRM) system, loyalty cards, etc.,with social media data - perform
sophisticated analytics, and share insights to help optimize marketing decisions. It can
also help to optimize multichannel performance, improve marketing effectiveness and
enhance social media presence.
 Supply Chain Analytics: Retail profitability is directly impacted by the logistics
efficiency to maximize demand fulfilment and avoid any back orders or stock-outs.
These include interventions in logistics, inventory and supplier performance.
Advanced analytics solutions using a global positioning system (GPS) can help in
tracking the movement of the fleet, understanding the behaviors of the drivers,
identifying hazard points on the routes, etc. This can help in reducing the overall
costs, make logistics safer and efficient.
 Store Operation Analytics: More and more retailers are adding sensors to people,
places, processes and products in order to gather and analyze information for better
decision-making and greater transparency. Predictive analytics applications process
this data, optimize the supply chain and decrease inventory shrink. Retail stores are
increasingly adopting sensors to determine inventory levels and restock shelves
automatically. Location analytics can map how customers move through a store.
Using a combination of IoT (Internet of Things) - enabled product and shelf sensors,
cameras and RFID (Radio Frequency Identification) devices, one can track which
sections of the store receive the most traffic in general over different hours of the day
and week. Going forward, retailers can view IoT as a tool that enables them to help
their customers through innovations such as smart price tags that can change prices in
real time,

Reducing upfront noise reduction:

1.Optimize your social media posts
2.discover what drives your audience
3.creat your own space
4.invest in the right channels
5.optimize for search

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Social Media Monitoring
A social media monitoring and engagement platform, allows you to view relevant
conversations happening around your brand and products in real time.
This aggregation of data ensures you are using the most relevant information from your
online conversations, and have the ability to share important reports with those who need
them most.

Stages of monitoring
A strong social strategy starts with listening and extends through engagement.
Listening - Get tuned in to all of the important conversations surrounding your brand, the
retail industry and your competitors.
Engaging - This could be reaching out to your customers or using their feedback to enhance
your services. Either way, you’re part of the conversation.
Measuring, analyzing & reporting - Tracking discussions will help enhance your social
media strategy, and help you get to the bottom of what’s being said.

Developing Leads Generation Strategy

• Prioritize Email Collection.
• Promote Your Toll free Number.
• Encourage Customers to “Tell a Friend”.
• Use Pop-Ups to Gather Information and Establish Contact.
• Use Behavioral Targeting.
• Using the concept of chat-bots

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Performance per dimension

 Media types: what are the medias to measure our customer engagement
 Country: here we choose to launch only in India
 Language: English is the language we are providing on our website
 Sentiment: these the emotions of customers which should be fulfilled through our
products

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Performance per dimension
• Social listening: continuously engage with customers

• Social Media as a Whole

This is an example of amazon listening to their customers.

• Be-humorous: keep some catchy tag lines and advertise by generating some fun

• Re-marketing: continuously market the product

• Know the platform : clearly know the platforms where you want to campaign the
products

• Taking necessary suggestions and feedbacks from customers.

• Staying in touch with their Customers.

• Marketing campaigns and offers.

• Understanding pros and cons of Competitors.

• Win Win situation for both

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Cleaning the data
 To get a better sense of their audience, retailers must first understand how to bring
together external data sources, such as demographics, location and market data, with
internally held customer data, such as transaction histories and loyalty status.
 Once these sources have been identified—and the data has been checked for
accuracy—retailers can begin creating a detailed understanding of their customers,
ideally on the way to establishing a trusted single view.

Reporting and analysis:

• Each organization has their own set of metrics and their own kpi indicators assessing
them on a equal platform would be a tedious task
• Its up to the organization which set of kpi they choose and perform an appropriate
analysis
• A typical grading system would assess the performance of your attributes

.Conclusion:
As retail market becomes extensively competitive, the ability to optimize on serving business
processes while satisfying customer expectations has been more important. Therefore,
managing and channelizing data to work towards customer delight as well as generate healthy
profits is crucial to survive prosperously. As big players are leading the retail industry in
healthy manner an immense opportunity can be witnessed maintaining the inventory and
managing customer insights can be really a tedious task for any new emerging player in the
market.

Our website:

https://e-shackk.myshopify.com/
https://e-shackk.myshopify.com/admin/dashboards

References
 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1750794
 https://www.quora.com/What-do-typical-e-commerce-teams-in-retail-companies-
look-like-Im-interested-how-the-e-commerce-teams-are-built-what-type-of-
employees-SEO-PPC-UX-UI-Trade-Marketing-etc-there-are-and-how-large-the-
teams-are
 TIJResearchJournalofSocialScienceandManagement.pdf

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