This presentation compares the customer relationship management practices of Pantaloons and Shoppers Stop, two leading Indian retailers. Both companies use CRM software tools like SAP and JDA to track customer purchases and implement loyalty programs. Pantaloons utilizes strategies like Fashion Friday discounts and instant rewards to encourage repeat visits. Shoppers Stop focuses on customer convenience and their exclusive First Citizen membership for privileged customers. The presentation evaluates the CRM strategies of both companies and provides suggestions to further enhance customer relationship management.

1. PRESENTATION ON CUSTOMER RELATIONSHIP MANAGEMENT
PRESENTED BY:
GROUP 3
ADIBA SIDDIQUI (PGFA/1606)
ANAMIKA MISHRA (PGFA/1619)
ANSHITA GUPTA (PGFA/1623)
DIVYANSHI DAYALANI (PGFA/1646)
KONGKANA BAYAN (PGFA/1647)
PRIYAL PATHAK (PGFA/1650)
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2. ABOUT PANTALOONS
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• Pantaloons is India’s leading retailers that operates multiple retail formats in both
the value and lifestyle segment of the Indian consumer market.
• Headquarter in Mumbai
• Over 1000 stores across 73 cities
• Pantaloons fresh fashion, with its focus on ‘’fresh look, feel and attitude’

3. ABOUT SHOPPERS STOP
• Shoppers stop Limited is a chain of Retail stores in India owned by Kishore
Biyani
• The company houses a host of many international & domestic brands across
various categories such as apparel, accessories, cosmetics, home and kitchenware
as also its own private brands.
• SS started in 1991 with its first store in Mumbai.
• With a gross Retail turnover of Rs. 8996 million, shoppers stop has become the
highest benchmark for the Indian Retail Industry. 3

4. CRM PRACTICES
• CRM is an important element in maintaining one’s business in the retail marketing
industry.
• To implement this a company needs
• to identify consumer-related issues,
• better understand the customers and meet their needs with the company’s
products and services.
• It improves the overall efficiency of marketing campaigns since it allows retail
companies to specifically target the right group of consumers.
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5. CRM PRACTICES IN PANTALOONS
• Pantaloons uses different strategies to attract customers and to retain customers.
• Pantaloons encourage repeat customer visits through their unique offer and special sales
days.
• Fashion Friday which gives additional 5% discount to each members.
• Instant discounts for every time a customer shops in Pantaloons
• Special invites to the most happening events.
• Tracking of buying behaviour - customers are informed for their presences whenever
there are new stocks of their preferred brand.
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6. CRM PRACTICES IN SHOPPER’S STOP
• The CRM initiative of Shopper’s Stop entirely revolves around the concept that
cost of acquiring new customer is higher than retaining one.
• At Shoppers’ Stop priority is given to customer convenience with
• customer friendly signage,
• alteration desk,
• customer service desk with gift wrapping service and
• most importantly the exclusive First Citizen Members
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7. NEED FOR CRM IMPLEMENTATION
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• To win the customer in the frontline
• Solution that bring business together
• Customer Retention and transaction analysis
• Improves business efficiency
• New product development
• Help manufacturer in making strategic plans

8. IMPLEMENTATION AREAS
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SAP Retail solution
 Complete Data integrity and real time updates
 Successful track record of customers and distributors
The implementation was done by the SAP team with help of Novasoft which is based out of Singapore
Green card & Payback Cards
 Provide various discounts & offers to special customers
 Mail customers different products details and schemes with the help of their past transaction history
 Customer friendly return policy
 Try to analyze their future demand
Customer happiness index machine

9. CUSTOMER SATISFACTION INDEX
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10. IMPLEMENTATION AREAS
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JDA (James Donald Armstrong) software
 Track sales record
 Inventory management
 Categorized specific stores as per consumer demand
First citizen club membership
 Free alteration service
 Reward you points every time you shop
 Exclusive offers for privileged customers
Shoppers Stop tie-up with JDA will enable it to provide a seamless and unified shopping experience to
customers across its multiple channels, that is, physical stores, web, social, TV and marketplaces.
Digital platform

11. MEASUREMENT OF CRM STRATEGY
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 Greater business insights through more accurate and timely financial information
 Lower costs via convergence of financial accounting and controlling
 Enhanced data quality
 Real-time, continuous reconciliation of cost elements and expense accounts, freeing up personnel for
more value added activities
 Ability to close books 15% to 20% faster
 5% to 10% reduction in accounts receivables
In 2011, Pantaloons Retail also won the ‘Best run Business in Mobility Adoption’ from SAP. This
reaffirmed that they had made good use of IT to make information available anytime, anywhere on
any device (SAP, 2011).
http://sdmimd.ac.in/SDMRCMS/cases/CIM2013/4.pdf

12. CRM SOFTWARE TOOLS USED BY COMPANIES
Shoppers stop
• JDA (James Donald Armstrong)
Pantaloons
• SAP’s retail solution
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13. COMPARATIVE ASSESSMENT OF THE PRACTICES
FOLLOWED BY EACH COMPANY
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 JDA suite for retail business and
SharePoint portal for their internal
and external collaboration
 Use of PeopleSoft HRMS, business
intelligence solutions, e-learning
solutions, customer feedback systems
and mobile point-of-sale systems.
 Pantaloons decided to go in for SAP’s
retail solution
 SAP retail solutions - Product
development, which includes
ideation, trend analysis and sourcing
and procurement

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 OmniChannel integration-
Shopping history and preferences,
customer behavior both online or
offline.
 “First Insight” analytics team to
analyze the proprietary First
Citizen data.
 The concept of Magic Mirrors
 Launched a program called
‘Personal Shopper’
 Loyalty Programs - CRM is
practiced through GREEN CARD
program.
 Green Service Desk
 Customers satisfaction survey
 Emailing, messaging to customers
to make them aware about day to
day offers, discount
OTHER CRM PRACTICES

15. GIFT VOUCHERS & LOYALTY PROGRAMS OF
PANTALOONS
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16. GIFT VOUCHERS & LOYALTY PROGRAMS OF
SHOPPERS STOP
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17. SUGGESTIONS TO ENHANCE CRM
• Spot spam
• Celebrating customer’s birthdays
• Have enough staff
• Entertain shoppers during long waiting times
• Social and chat integration
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