Branding&CRM in Retailing (1)

8/20/2019 Branding&CRM in Retailing (1)

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Branding & CRM in Retailing

Module DescriptorProgram 2-Year PGPM AreaRetail ManagementCourse Branding & CRM in Retailing CodeCredit No. of sessionsead !acult"#t$er !acult"

Module #%ecti'e

A well diferentiated process helps to decide the ormat or delivering the value.Branding in Retail does not necessarily mean the creation o a Private Label. The task ismore dicult as the Retailer needs to create a strong !tore "dentity # recall $ which isdiferent rom the brands that he sells within the !tore$ but at the same time$ there has tobe a level o consistency among the products available.!tore Layout # %esign helps understand the concept o !tore "mage$ !tore Atmospherics #their signi&cance to the Retailer. !tore layout$ design # visual merchandising are the mostvisible aspects o 'odern Retail. (o longer is the store selling )ust goods$ there is always anidea $ a story that retailers want the consumers drawn into. Customer Relations$ip Management (CRM) (ow* a* days there is a lot o bu++ aboutthe importance o managing customer relationships. ,ompanies are spending millions to

upgrade their "T inrastructure in order to collect$ collate # analyse data about theircustomers. ,R' is a business philosophy and a set o !trategies # programmes thatstresses on building loyalty with the retailer-s most valued customers. !uccessul ,R' helpsbuilt a loyal customer base # increases pro&tability.

Customer *+perience Management ( C*M) is a way or companies to manage the shitto the new customer economy. "t is the practice o continuously closing the gap between anorgani+ation-s customer promise and the delivered customer eperiences in the /uest tocreate a dependable population o customer advocates. ,0' works by transorming thevoice o the customer into actionable business intelligence.

The ,ompetitive landscape o the Retail "ndustry is changing very ast and Retailers are

epanding beyond the local markets and make their presence elt in 1lobal 'arkets.,onsidering the importance o "ndia as a avoured destination among developing ,ountriesor 1lobal Retailers and the act that Retail Revolution has started making its presence eltwith the opening o big shopping malls2 the "ndian consumers are now open to a world onew !hopping 0perience.

earning #%ecti'es

* 3ays # means to create a strong brand identity # recall* 4nderstand the concept o !tore "mage$ !tore Atmospherics # their signi&cance



* 4nderstand the importance o !tore %esign$ !tore %isplay # 5isual 'erchandising* Relationship building # importance o ,R' in Retailing

Curriculum Reer to Anneure 6

,e+t Boo & Added Reading Reer to Anneure 7

Assessment Reer to Anneure 8

Resource Reuirement !taf9 RA$ :aculty members$ 1uest :aculty #,onsultants

Library9 Books # Periodicals$ ;nline <ournals



ANN*/0R* 1

References ,opic Acti'it"tructu

re

!acult"

ManagingRetailing 3in$a & 0ni"al

Branding in Retail 4 at toree'el

6. Retail "mage7. "n*!tore Branding$

!ignages # P;! activities8. Personal !elling

ecture

ManagingRetailing 3

in$a & 0ni"al

Branding in Retail 4 atProduct e'el

6. 'erchandisePresentation

7. 'erchandise 'i

ecture


*lements of tore a"out &Design

6. ;b)ectives o layouts #designs

7. 0lements o !toreLayouts

8. Planning # ,irculation

=. !tore ronts # 0ntrances

ecture


*lements of tore a"out& Design6. 'erchandise %isplay7. Types o %isplay :itures8. 'aterials # :inishes=. Lighting # :itures

ecture


5isual Merc$andising6. Tools used or visual

merchandising7. 'ethods o %isplay8. ,ommon errors in

creating the %isplay

ecture& Casetudies

CustomerRelationManagementB" *d Peelen

6ntroduction to CRM 0mergence o ,R'

Relationship Building #

its importance ,R' ,oncepts # %rivers

ecture



CustomerRelation

ManagementB" *d Peelen

Building Relations$ips Lie Time 5alue o

,ustomers ,ustomer !atisaction #

Loyalty ,ustomer Pro&ling

ecture

CustomerRelationManagementB" *d Peelen

CRM Processes & 6nitiati'es Technology in ,R'

!ocial$ "nternet # 'obile

,R' ,R' "nitiatives #

!trategies

ecture& Casetudies

CustomerRelation

ManagementB" *d Peelen

Customer *+perienceManagement

,oncept$ %e&nition #"mportance

,0' Process

,0' Touch points

ecture

5isits to 7 - 8 ModernRetail !ormats and stud"t$e follo9ing4-

Merc$andise displa"

tore a"out

5isual Merc$andising

!acult"todecidetore5isits

Case studies &

presentations

tudents are reuired: to pre-read t$e Reference Boos & related stud" materials

mentioned a%o'e in order to $a'e a proper and meaningful class.



ANN*/0R* 2

,e+t Boo

• 'anaging Retailing By !inha # 4niyal

• Retailing 'anagement By !wapna Pradhan

Prescri%ed ,e+t%oo;s

• 'anaging Retailing > Piyush !inha and %P 4nniyal

Additional Reading

• Retail 'anagement By %unne # Lusch

• Retailing > An "ntroduction By Roger ,o # Brittain

• ,all o The 'all By Paco 4nderhill

• 3hy we Buy By Paco 4nderhill

• Retailing 'anagement By 'ichael Levy $ 3eit+ # Pandit

Cases to %e decided



ANN*/0R* <

A*M*N,

%4R"(1,;4R!0

';%0 ;:A!!0!!'0(T

:R0?40(,@

:;,4! AR0A!'AR

%"!R"B4T";(

,ase !tudy%iscussion #Presentation

0nd o 0lective *

6

Problem identi&cation$,onceptual

understanding$Application # Problem

solving Peer evaluation 96C

marksD

=C

0ercise E?ui++es E',?s

6 per FEGsessions

Pre* reading # in*classinteraction

6C

D0R6NGC#0R*(6nternal),#,A

7=

0(% T0R'

05AL4AT";(

3ritten 0amination tocomprise o 9*

6. !hort ?uestionsCFD*6F 'arks

7. Long

?uestionsC8D >6F 'arks

8. ,ase !tudyAnalysis C7D Two,ases > 7C 'arks

FC

GRAND ,#,A 1==

Documents

Branding&CRM in Retailing (1)