Introduction. The retail sector in India is witnessing a huge revamping exercise as
... The organized retail sector is expected to grow stronger than GDP growth in.
Management Development Programme
CRM in Retail 6-8 February 2012 Venue: BIMTECH Campus, Greater Noida
Introduction
Pedagogy
The retail sector in India is witnessing a huge revamping exercise as traditional markets make way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in metros and second-rung cities alike introducing the Indian consumer to a shopping experience like never before.
The programme would employ a mix of cases, exercises, experiential sharing and lecture-discussions for effective delivery.
The organized retail sector is expected to grow stronger than GDP growth in the next five years driven by changing lifestyles, strong income growth and favorable demographic patterns. But, in the heat of expansion of the retail Industry in India, are we actually keeping the focus on the customer and its needs? In all the ‘excitement’ & ‘slum’, it is very much possible that the most important element – ‘The Customer’ is forgotten. However, without a satisfied customer, the entire retail investments, shopping malls and the grand retailing ideas will fall short of expectations. CRM is a straightforward way of focusing the retailer on the most important aspect of the retailing world – ‘The Customer’. The retailers must tap into their customers’ senses and inveigle them to go on board on a never ending journey, hand-in-hand with them.
Objectives of the Programme 1. 2. 3.
To emphasize on the importance of acquiring customers and retaining them for a life time. To provide a conceptual understanding of CRM, its processes, and structure. To enable participants to develop analytical approaches, methodologies, tools, and techniques for applying CRM.
Outline of the Programme 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
Introduction: Retail and CRM; CRM in Retail Understanding C (Customer) R (Relationship) M (Management) Customer Life-time Value - Multi-partner Loyalty How to Build Lasting Customer Relationships CRM Strategy, Planning, Process, and Structure Complaints Handling - Net Promoter Score Service Quality and Customer Recovery Internal Marketing e-CRM Social CRM
Who will be benefitted Middle-level Retail Executives would benefit greatly from this programme.
Program Directors Dr. Mukesh Chaturvedi, Professor, Marketing Area
[email protected] Dr. A.V. Shukla, Professor, Marketing Area
[email protected]
Fee `15,000/- (Residential); `10,000/- (Non-residential) per participant.
Registration Procedure Please fill the given Registration Form and send it to the MDP Manager, Birla Institute of Management Technology, Plot No. 5, Knowledge Park-II, Greater Noida – 201 306, India; Tel: +91-120-2323001-10, Fax: +91-120-2323022/25, along with an Account Payee Demand Draft in the name of Birla Institute of Management Technology, Greater Noida, for the applicable amount latest by 2 February 2012.
For registration, please contact: Neha Malhotra Arora Manager - Center for MDPs & Events
Birla Institute of Management Technology Plot No. 5, Knowledge Park-II Greater Noida - 201 306 Mob: +91-9650977042; Ph: 0120-2323001-10 (Extn. 412) Fax: 0120-2323022/25 E-mail:
[email protected]
CRM in Retail The retail sector in India is witnessing a huge revamping exercise as traditional markets make way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in metros and second-rung cities alike introducing the Indian consumer to a shopping experience like never before. India’s vast middle class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets. It’s fundamentally about “customers” in this country. What are their needs and how do we serve them? And what are the business models that they require? We can always cut through all the numbers and, at the end of the day, it’s really about people – “customers”. India is a consumption driven economy. Sixty four per cent of India’s GDP is consumption driven and this is really going to drive the GDP in retail growth in this country; unlike China, which is manufacturing driven. Seventy per cent of organized retail is concentrated in the six major cities and, of the 300 million Indian consumers, only 15% of the total population live in these six major cities. There are 255 million un-serviced consumers out there, who are part of these major cities that are getting benefits of organized retail in this country. According to the India Retail Report 2009, released by the New Delhi-based research group Images F&R Research, The organized retail market, which is expected to grow at 45 percent, will be worth Rs.230, 000 cr. (Rs.2.3 trillion) by 2012. However, given the relatively weak financial state of the unorganized retailers and the space constraints on their expansion prospects, this sector alone will not be able to meet the growing demand. Hence, the organized retail that now constitutes a small per cent of the total industry is likely to grow at a much faster pace of 45-50 percent per annum and quadruple its share in total retail trade to 16 percent by 2011-12, as per the report of the Indian Council for Research on International Economic Relations (ICRIER) Dec. 2008. Hence, in all the ‘excitement’ & ‘slum’, however, it is very much possible that the most important element – ‘The Customer’ is forgotten. Without a satisfied customer, the entire retail investments, shopping malls and the grand retailing ideas will fall short of expectations. The retailers’ potential will not be achieved and the stakeholders will be disenchanted. In order to attain loyalty or build a relationship a through plotting of every stage of the customers’ shopping trip from leaving home to returning home needs to be planned. It is a straightforward way of focusing the retailer on the most important aspect of the retailing world – ‘The Customer’. Every retailer these days knows the phrase ‘retail is detail’ but retail must also be desirable and encouraging and yet emotional. The retailers must tap into their customers’ senses and inveigle them to go on board on a never ending journey, hand-inhand with them. The concept of managing relationships with customers is not new. Companies have been interfacing with customers since the beginning of trade. However, the focus has always been to sell the goods or services, as opposed to focusing on Customer Retention.
www.bimtech.ac.in
About BIMTECH The Birla Institute of Management Technology (BIMTECH) was established in 1988 under the aegis of the Birla Academy of Art and Culture. The Institute is supported by the B.K. Birla group of companies. Dr. (Smt.) Sarala Birla, chairperson of Birla Academy and Syt. B K Birla, Chairperson of the B K Birla Group of companies are the founders of our business school. The Institute is governed by an eminent Board of Governors mostly drawn from the top echelons of industry. The fully residential campus of Birla Institute of Management Technology (BIMTECH) is located in the National Capital Region (NCR). Over 60 faculty members with brilliant academic and industry track record engage the students. Their efforts are supplemented by inputs from guest faculty serving the industry in senior positions working in manufacturing, trading, financials, operations etc. BIMTECH offers two year AICTE approved post graduate courses - PGDM, PGDM (International Business), PGDM (Insurance Business Management), PGDM (Retail Management) and PGDM (Sustainable Development).
Birla Institute of Management Technology Plot No. 5, Knowledge Park II, Greater Noida (NCR) Uttar Pradesh 201 306, India Ph. : +91-120-2323001-10 Fax : 0120-2323022 / 25
