CRM at Pantaloons

A RFP0RT 0t
CRH AT
PAtTAl00tS
Submitted by -
Smriti Madan 997
Prerna Chaudhary 994
NiIesh Jain 995
Aditi Sharma 992
Surabhi Jain 993
Himanshu Gupta 996
NTRODUCTON
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is
one of ndia's leading business houses with multiple businesses
spanning across the consumption space. Future Group was established
in 1981 and over the past decades has evolved from a regional concern
to a truly global entity.
Headquartered in Dubai with offices in London and New York and
business hubs worldwide, Future Group today is a holding company that
oversees 30 privately held companies across four core sectors spanning
five continents. Under the Group's leadership those companies now
employ over 5000 people and had a collective turnover of nearly USD$1
billion in 2009.
Since its inception Future Group has realized its vision through
greenfield ventures and acquisitions as well as vertical and horizontal
integration. The Group's network of subsidiary businesses now
embraces a wide variety of sectors entrepreneurially serving multiple
communities.
Future Group has three core segments; Operating Businesses, The
nvestment Group and The Family Office. The corporate leadership team
at Future Group has direct responsibility for the supervision, governance
and strategic support across all three. The team's fundamental ethos is
to lead through others. This philosophy has been translated into a
unique structure and process of cross-functional expertise. t has
evolved into the leveraging of a multitude of talent across the divisions to
better achieve collective goals and implement strategies.
We believe that our people are our greatest asset. We pride ourselves
on attracting and retaining world class leaders to help realize our Vision
and continue to build upon our success. Selecting those who share our
vision and represent the best of breed in management and workforce,
has catapulted us into a highly dynamic enterprise with both global reach
and impact. Within Future Group we strive to secure not just the leaders
of today, but to invest in those who will lead us tomorrow.

Retail forms the core business activity of Future Group
The company's leading formats include
O Pantaloons, a chain of fashion outlets,
O Big Bazaar, a uniquely ndian hypermarket chain,
O Food Bazaar, a supermarket chain
The company also operates an online portal, www.futurebazaar.com

ABOUT PANTALOONS

"Fashion is all about the now. Why, then should people not see a
fresh look every time they walk into a Pantaloons store? That is the
thought behind 'Fresh Fashion'. An idea that has captured the
imagination of young India. With a focus on the youth of today,
Pantaloons offers trends and fashion that defines the hopes and
aspirations of this demography.

Flagship enterprise, Pantaloon Retail (ndia) Limited, is ndia's
leading retailer that operates multiple retail formats in both the
value and lifestyle segment of the ndian consumer market
Pantaloons, a part of Pantaloon Retail () Ltd., is among ndia's

largest chains of fashion stores, with 45 stores across over 24
cities
n north zone there are total 12 stores and they wish to make it 100
by the end of 2010 all over ndia
Pantaloons Fresh Fashion stands out as a fashion trendsetter, on

the lines of how fashion is followed internationally
t is the most profitable and revenue generating company of future

group

WHY CRM ?????????

Want to focus both on acquisition & Retention
To convert daily footfalls into loyal customers
Extraordinary service and customer satisfaction
ncrease customer share

CRM at PantaIoons !!!!!

n Future Group,only Pantaloons is following Customer Loyalty
Program
CRM is practiced through the "GREEN CARD program
Green Card loyalty program contributes approx. 55% in profitability

of Pantaloons across country
Pantaloons maintains a customer database of 21 lakhs across

ndia
The Software used is the 'Customer Loyalty Program'
PantaIoons Green Card Program

The Green Card is kind of a passport to a whoIe new worId of

excIusive benefits and priviIeges.

O nstant discount* for every time you shop at Pantaloons
O Exclusive shopping days to get hold of latest merchandise
O Regular updates on collections and promos via catalogues, sms and
email
O Special invites to the most happening events
O Extended exchange periods and complimentary drops for alterations
O Exclusive billing counters and much more.
The program involves the following steps

nforming the Customer about the loyalty program
To become a green card member
Filling of form
Enrollment payment of Rs. 100
While filling the form various customer details like
-Name
-Address
-Date of Birth
-Phone No.
-e-mail id
-ncome and relationship status
Are collected to form customer database.

SpeciaI Benefits On EnroIIment

200 Gift Voucher
Friday 5%
Pizza Hut 20%
Pind Baluchi 15%
YO China 20%
VlCC 30%

Shop and Get Rewards

Membership & 12 month Purchase-based Upgrading
System

Three Star Card - Upgrade to a 3 star status by shopping for Rs.
8000/- immediately preceding 12 months of current shopping date.

ive Star card - Upgrade to a 5 star status by shopping for Rs.
20000/- immediately preceding 12 months of current shopping
date.
Seven Star - Upgrade to a 7 star status by shopping for Rs.
40000/- immediately preceding 12 months of current shopping
date

WORKNG O THE CRM SOTWARE
Customer LoyaIty Program)

CRM @ PantaIoons Takes You To a New WorId
of ExcIusive Benefits and PriviIeges
FASHON FRDAY (additional 5% discount to all members)
nstant discounts for every time you shop at Pantaloons.
Regular updates on themes, collections and promos (beginning &

end) via catalogues, sms and email.
Special invites to the most happening events

Tracking of buying behavior-Customers are informed for their
preferences (whenever there are new stocks of their preferred
brands).
"One card, any store"
ntegration of data base across all stores of Pantaloons.
Customer feedback through drop box & share with us program

([email protected]).Catalogues are couriered to
customers.

Birthday @ PantaIoons

Birthday Call to all Green card members

Birthday Celebration of 7-Star Members :
- Give a call , Send Greeting Card, Cake & Bouquet
-Birthday is either celebrated in store or the store
manager personally visit their home with cake, card & a
bouquet.

AdditionaI Benefits @ Green Card

Green Add on Cards
- 1 and 3 star member : 1 add-on card
- 5 and 7 star member : 2 add-on cards
Green Days: End Of Season Sale
Green ChanneI: special billing counter during End of
Season sale
Green Offers
Green Service Desk
Green Exchange
GreenDrop
ree parking space
ree gifts
Stock manager personaIIy deaI them
Promotion is communicated first.

Data AnaIysis & nterpretation

The following charts shows that 40% of the customers prefer
pantaloons,whereas 27% prefer lifestyle over Globus and Shoppers
stop.

40% of the customers are the Greencard holders in Pantaloons
whereas 60% are not.

Store Preferred By Customers
27%
40%
20%
13%
Lifestyle
Pantaloons
Globus
Shoppers Stop
% of Green Card Members
40%
60%
yes
no
Benefits of CRM to PantaIoons

Customer profiling
Direct Marketing
Personally recognizing customers
ntegration of processes at the back end to identify
customer buying habits
Offering appropriate value and great service to
encourage repeat business
Ensuring that customer satisfaction continues to improve
Cross selling and better service to customer
Beating the competition by offering a better product,
competing on the service experience rather than price
alone.
Effective tool for retaining customer.
Promotion gets focused & thus cost reduction
Frequency of Green Card members doing repeat
purchases

CRM at Pantaloons

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A RFP0RT 0t

Pantaloons, a part of Pantaloon Retail () Ltd., is among ndia's

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on

t is the most profitable and revenue generating company of future

To convert daily footfalls into loyal customers

Extraordinary service and customer satisfaction

ncrease customer share

CRM is practiced through the "GREEN CARD program

Green Card loyalty program contributes approx. 55% in profitability

Pantaloons maintains a customer database of 21 lakhs across

The Software used is the 'Customer Loyalty Program'

PantaIoons Green Card Program

The Green Card is kind of a passport to a whoIe new worId of

Shop and Get Rewards

nstant discounts for every time you shop at Pantaloons.

Regular updates on themes, collections and promos (beginning &

Special invites to the most happening events

"One card, any store"

ntegration of data base across all stores of Pantaloons.

Customer feedback through drop box & share with us program

Benefits of CRM to PantaIoons

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