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Table of Contents: -

Sr. No. Contents Pg.no.

1 About CRM 2

2 Evolution of CRM 2

3 About H&M 5

4 Company Profile 6

5 6

6 Brands & collaborations 8

7 Services Offered at digital 9

8 Services offered at Store(online & offline) 12

9 POP & POD 14

10 Loyalty Programs 14

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About CRM:-

While the phrase customer relationship management is most commonly used to describe a business-customer relationship, CRM systems are used in the same way to manage business contacts, clients, contract wins and sales leads. Customer relationship management solutions provide you with the customer business data to help you provide services or products that your customers want, provide better customer service, cross-sell and up sell more effectively, close deals, retain current customers and understand who the customer is. Technology and the Web has changed the way companies approach CRM strategies because advances in technology have also changed consumer buying behavior and offers new ways for companies to communicate with customers and collect data about them. With each new advance in technology -- especially the proliferation of self-service channels like the Web and smart phones -- customer relationships is being managed electronically. Many aspects of CRM relies heavily on technology; however the strategies and processes of a good CRM system will collect, manage and link information about the customer with the goal of letting you market and sell services effectively. Organizations frequently looking for ways to personalize online experiences (a process also referred to as mass customization) through tools such as help-desk software, email organizers and different types of enterprise applications.

The Evolution Of Relationship Management

CRM must start with a business strategy, which drives changes in the organization and work processes, which are in turn enabled by Information Technology. The reverse does not work. Have you ever seen a company automate its way to a new business strategy?

The seeds of modern-day CRM were sown in the 1960s. Academic researchers found that the "4 Ps" marketing framework--product, price, place and promotion was less valuable for industrial or service-centric businesses where ongoing relationships were critical. By the 1980s, "Relationship Marketing" was used to describe this new focus on understanding customer segments, delivering ongoing quality service, and achieving high customer satisfaction.

Relationship marketing was about "putting the customer in the middle of the business circle," in the words of Dick Lee, principal of St. Paul-based Hi-Yield Marketing. "As part of that early relationship marketing movement, we had untold frustration because we didn't have the technology to support what we were doing," Lee says. "It really wasn't until mid-90s that we had the technology we needed."

In the 1990s, computer systems were deployed to support sales and service processes. Sales Force Automation systems quickly evolved from simple contact managers, while Customer Service and Support systems became the backbone of automated call centers.

By the mid-1990s, "CRM" became the umbrella term as it became clear that sales and service systems should share information. More recently, Enterprise Marketing Automation (EMA)

http://www.webopedia.com/TERM/W/World_Wide_Web.htmlhttp://www.webopedia.com/TERM/H/help_desk.htmlhttp://www.webopedia.com/TERM/H/help_desk.htmlhttp://www.webopedia.com/TERM/E/enterprise_application.html

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applications joined the CRM fold, including systems for customer analysis and marketing campaign management.

By the late-1990s, the real action was outside the corporate firewall. Explosive growth in Internet usage spawned a proliferation of e-business applications to manage online customer and partner relationships, often called "e-CRM" and "Partner Relationship Management," respectively. Now, "multi-channel CRM" systems were available to, theoretically, support direct, Internet, and partner channels, while allowing users to use whatever mode of communication they pleased.

Paul Greenberg, a leader in Social CRM defines it as such:

is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. the response to the ownership of the

Source: - Article - The Evolution of CRM

September 12 , 2011 Mitch Lieberman

http://mjayliebs.files.wordpress.com/2011/09/evolution-of-crm1.jpg

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Front line Employees and their Managers were the only ones to have access to the technological components of CRM. Looking forward, giving access to information and insights to as many people as reasonable needs to be considered. Depending upon where you on along the journey, the type of industry you are in and other factors will determine the specifics of who needs access to the system and data.

-to-end process End-to-end processes, specifically in the modern ear, have traditionally been linear and inflexible. The lack of flexibility in process leads to inefficiencies. What CRM needs to do, in order to keep up is to help organizations adapt to the needs of the customer and coordinate internally and across channels of communication

It is time to increase the duration and durability of your relationship with your customers. We need to move beyond short term, tvalue and long term engagement are considered, the CRM will have really progressed.

Customers can and will communicate with you any which way they can. Customers were taught to use the phone, instructed on the finer points of an IVR and coerced into using email and web forms. Now it is their turn! They not only want to add more channels to the mix, they expect you to be aware of all the other channels and are quite tired of typing in their 14 digit code on a touch tone phone, only to repeat to the agent!

Because (sorry, could not resist)! This should be the easiest to make clear. In one version of the diagram I simply left the past blank, because people were never clear why CRM was implemented and in the future I simply put

people and roles inside the organization to delivering value to people outside the organization. Is this customer centric? It can be, but that buzzword compliant phrase comes with its own baggage.

The hardest part is the how. There is no secret sauce; it takes hard work and planning. There is no infomercial, which promises nirvana for no effort expended. The fundamental do start with how and when you communicate outside of your organization. Communications need to move beyond broadcast, fractured and reactive. It is time to focus on listening, learning, engaging, and talking with your customers being collaborative with a specific end-point. This is not easy, and requires the largest mind shift of the whole lot!

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About H&M:-

Hennes & Mauritz AB (H&M) is a multinational company based in Sweden. It went public on the

Stockholm Stock Exchange in 1974. Founded by Erling Persson in 1947, it was initially called

renamed to Hennes & Mauritz and, since then, has diversified over the years and expanded its

product portfolio to include wear, menswear, children wear, footwear, accessories,

cosmetics and home furnishings.

With years of development and acquisitions, the company is now comprised of five independent

brands: H&M, COS, Monki, Cheap Monday, and Weekday (Hennes & Mauritz AB, n.d.). In the

1950s, H&M began global expansion by entering neighboring countries throughout Europe. During

the 1980s, while continuing their European expansion, H&M bought Rowells, a mail order company

to begin catalogue sales. Their first U.S. store was opened in 2000 on Fifth Avenue in New York

marking the start of their expansion outside Europe. In 2006, a major expansion of online and

catalogue sales began. However online sales were limited to European countries. In 2007, H&M

entered the Asian market by opening its first stores in Hong Kong and Shanghai (Hennes & Mauritz

AB, n.d.).

In 1998, H&M started to use famous models in their advertising campaigns. In 2004, H&M

launched its first designer collaboration, partnering with Karl Lagerfeld, creative director for Chanel.

The success of the Lagerfeld collection lead H&M to collaborate with other designers and celebrities

including Stella McCartney, Madonna, Jimmy Choo, Versace and David Beckham among others to

create collections that go on sale in a limited number of stores and with a limited number of

(Hennes & Mauritz AB, n.d.).

As of 2011, H&M has around 2,500 stores in over 40 countries and employed around 94,000 people.

Its sales including VAT totaled 129 billion (SEK) for the fiscal year 2011. In 2012, H&M was ranked

as

measured by retail sales. Production is outsourced to around 700 independent manufacturers

through its local production offices in Asia and Europe. H&M plans to continue its expansion by

opening stores in Bulgaria, Latvia, Malaysia, Mexico and franchising in Thailand. It also plans to

introduce e-

launched to target the luxury high end market (Hennes & Mauritz AB, 2011). On November 15th,

2002, the highly-

ue in that it

features solely re- -selling pieces. These items cover more

2012).

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Company Profile:-

Industry: Apparel/Foo twear Retail

Founded: 1947

Country: Sweden

CEO: Karl - Johan Persson

Website: www.hm.com

Employees: 72,276

Sales: $18.13 B

Powerful Brand: #42

Competitors: - Zara, Primark , Bear & pull etc.

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Product H&M AB (originally known as Hennes & Mauritz) is a Swedish clothing company, known for retail of low-cost designer clothings. It was established in Vsters in Sweden in 1947 by Erling Persson,

Swedish. Persson acquired the premises and inventory of a Stockholm hunting equipment store named Mauritz Widforss in 1968. Persson expanded into menswear and renamed the store to Hennes & Mauritz, later abbreviated to H&M (www.hm.com).

avourite and preferred designer of apparels and clothing for man and women. In addition, H & M is also known not only for their fashion cosmetic but because of the quality of the clothes designed durability and the funkiness of its clothes. Through the online stores, H&M provides the regional, continental and European Market an exclusive clothing designs. The main goal of H&M is to provide innovative designs of apparels and clothes for different types of people in different countries all over the world. The company is known because of its strategy of providing

Pricing H & M is believed to have advantages when it comes to its pricing tactic. In order to be known into the market place and as a new entrant, the company will provide its target market with an affordable cost while providing them a high quality products and services. The company will be given the customer and client a price that is lesser than its competitors so that the consumer will be enhanced to buy and patronize the H & M clothes and cosmetics.

http://www.hm.com/

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Placement/Distribution

in the market place. In 2003, H&M announced its entry into the traditionally exclusive Milan fashion scene. It remains to be seen if H&M and other low-end retailers will be able to find a market there. In February 2004, The Gap, another prominent international retailer, sold off all of its German outlets to its competitor, H&M. H&M launched its first American outlet on March 31, 2000 on New York's famous Fifth Avenue. The first two H&M stores to appear on the West Coast of the US opened in San Francisco, California on November 19th, 2005. H&M opened its first Canadian store in Fairview Mall in Toronto and soon after, its store in Toronto's Eaton Centre was opened in March 2004. Following great financial success, H&M opened ten other stores within the Greater Toronto Area. Stores were also opened in Montreal in Spring 2006. H&M continued its expansion in the Canadian market and doubled the number of stores in 2006. It planned new markets include Barrie, Hamilton, London, Kitchener/Cambridge/Waterloo, St. Catharines and Windsor and Ontario market, Fairview (Pointe Claire) shopping centre, Rockland Centre, the Galeries d'Anjou and the Carrefour Laval. (www.hm.com) Promotion/Communication H&M use video advertisements, print advertisements and the concept of e-marketing to promote its products. These promotion and communication strategy will tend to meet the consumers form different places everywhere, especially those target markets or the consumers in the working place. The use of the Internet is changing technologically advanced marketing overnight while different industries have been trying to use it as part of their marketing strategy. It does not only reconfigured the way different firms do business and the way the consumers buy goods and services but it also become instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel. E-marketing is a powerful tool used that can be used by H&M. E-marketing is defined as the process of achieving marketing objectives through the use of electronic communications technology (ICT). E-marketing or online marketing strategy can be used by H&M to market its products. Thus, the H&M has created its own website (www.hm.com). H&M use the e-marketing strategy is to keep in touch to different internet users and to be able to attract more clients and consumers. H&M use e-marketing to accelerate its business portfolio whether the user of the website is a customer, employee, stockholders, vendors, retailers or end customers.

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H&M Brands:-

H&M Collaborations:- Teaming up with famous guest designers (and the Sims)

brings international hype to H&M.

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H&M services to connect with the consumers:-

The target customers of H&M belong to the group of fashionable and trendy consumers

who see shopping as a social activity providing pleasure in their daily life. They acquire the

most fashionable clothes each season and want to follow the trends without investing a lot

of money.

H&M belongs to a group of retailers, which learned how to drive the market by driving the

It adopts EDLP (everyday low pricing) strategy, H&M teaches fashion buyers to not wait for

department-store sales but rather buy H&M low-price brand-name products.

in addition

experience, The company renews its store inventory daily; therefore, even the customers

who come to the store every day can expect to discover new deals on each shopping trip.

Thus, H&M manages to keep their stores intriguing for its customers and to make them

return more often than they would otherwise.

In addition, they invited the top fashion designers in the industry such as Karl Lagerfeld or

many to be their partners for designing the new collection. As a result, we believe H&M is

successful in making the combination of the best design under the name of an inexpensive

clothing label.

H&M Social Media Presence

Objective: to make our fans recall about us and know we are always active.

Facebook/Google+

Twitter

YouTube

Blog

LookBook.nu

H&M Online Marketing Strategy

Objective: to achieve Search Engine Optimization.

Search Engine Marketing on Google, Yahoo, Bing

Google Ad Words Campaign

H&M Mobile Marketing Strategy

Objective: Smartphone App development and get subscribers

Fashion studio Smartphone app

H&M news app

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Online Website:-

Facebook Fan Page:-

Twitter Fan Following Page:-

Fashion Blogs H&M LIFE:-