CRM Project report on Globus

Prince Arora 072Rahul Sharma 078Varun Mishra 112Tarun Kumar 121

Launched in January 1998, Globus is a part of the Rajan Raheja group. The company opened its first store in 1999 at Indore. The flagship store in Mumbai was opened on 1st November 2001. Currently Globus has 24 stores across India.

Mission Statement:

Achieve customer delight by offering quality products and services through a process of continuous innovation and adaptation.

It’s quite evident from the mission statement of the company that it is highly customer oriented company and do every possible thing for customer delight.

In fact Globus is having Best in Class CRM practices and is highly praised for its return and exchange policies.

CRM Model:

Globus has divided it’s CRM practices mainly into two parts:

1. Customer Loyalty Program(CLP)

2. Customer Service Desk(CSD)

Customer data base is maintained centrally by their CRM software (JDA & WinDi). The head quarters in mumbai has the database of all the 24 stores whereas individual store has the database of the customers who have purchased from the store only.

• Customer Loyalty Program(CLP)

– Under this program Globus issues Privelage cards to its customers depending upon the purchase. More the amount spends more the benefits a customer gets from these cards.

– Specific format is given to the privileged customers for their details which is maintained in CRM Software.

• Customer Service Desk(CSD)

– Every store has a service desk for complaints and feedback. Customer can do it either in person or by a phone call to the service desk number. Globus has displayed the email id of its CEO for all kind of complaints and feedback via internet.

PRIVILEGE CLUB:

The Globus Privilege Club card is a 1st of its kind in India. Members are immediately rewarded for purchases at any of their stores, in addition to a host of other privileges such as exclusive tie ups, promotion and special shopping hours.

Globus offers 3 different card categories, each with its own benefits designed to suit Customers’ needs, namely:

– Temporary Card

– Silver Card

– Gold Card

Temporary Card

A temporary card is issued on a minimum Purchase of Rs. 500 in single visit. If customer insists previous purchase can also be considered if previous bill of purchase is produced. It is valid for 3months. Temporary card is the first step towards obtaining a permanent privilege card of Globus. This card can be upgraded to a Globus Silver Card on completion of purchases worth Rs. 2000.

Silver Card

It is valid for 2yrs. It is obtained by converting a temporary card into silver by a cumulative purchase of Rs. 2000 in 3 months or by a down payment of Rs. 150 at any Globus store. Some of the benefits given to the Silver card holder are:

1. Birthday discount of 20% is given to every card holder which can be redeemed 15 days before or after the birthday.

2. The card holder is informed by call/sms about all the upcoming offers.

3. First 3 days of season ending sale are exclusively for the card holders only.

4. Card holders are invited to all of the new product launches.

5. Exclusive shopping hours are reserved for the card holders in which they are given special discounts and offers.

6. Exclusive offers on national / multinational brands are given to the card holders.

7. Automatic Membership Renewal at the end of the validity period subject to purchasing the qualifying amount for renewal.

Gold Card

Silver card is upgraded to a Globus Gold Card on completion of purchases worth Rs. 15000 in a period of 2 years. It is valid for 3 years. It cannot be obtained by any down payment. Gold Card holders are given all the benefits given to the silver card holders. Along with these benefits some additional benefits given to Gold Card holders are:

1. Free home delivery of altered merchandise is given to all gold card holders.

2. Free car parking for gold card holders.

3. Special billing counters gold card holders so that they don’t have to wait in a queue.

4. Birthday greetings and Cake along with it to all gold card holders of every store.

5. Complimentary soft drinks at arrival to the store.

6. Exclusive previews of seasonal collections for gold card holders

7. Discounts at various outlets and youth hangouts in many cities

8. Automatic Membership Renewal at the end of the validity period subject to purchasing the qualifying amount for renewal.

Customer Awareness about Trends:

Globus doing their business by making their customers aware about fashion and latest trends.

• Dedicated globus videos featuring their brand ambassador Kareena Kapoor about the latest arrivals and fashion in every store.

• Brand Ambassador’s dress displayed in each section of apparel is akin to the type of apparels(eg: Ethnic, Western etc.).

Big billboards are placed at strategically beneficial places as a part of their promotion campaign.

Exchange Policy:

Glosbus exchange policy is valid in all 24 stores across India. Written document of exchange policy is displayed in every store. This document is made and approved by Top Management.

As per their exchange policy while exchanging the merchandise one need to carry bills along with but if you are a privilege card holder then you are exempted from it.

There is no exchange on accessories of private label brands, like goggles, belts, purses etc.

If you are returning something then there is no cash back but they will issue you a credit note of the same worth which is valid for six months.

Customer Delight:

Every store is given a budget of Rs. 6000 every month under the name of Customer Delight Budget. This is specially meant to appease and delight the customer by giving some gifts/toys to their kids and serving them cold drink or hot beverage.

Extending this courtesy is at the discretion of the sales person and depends upon the potential and worth of the customer.

Handling Customers Frauds:

If the customer comes to the store asking for exchange of the merchandise on behalf of any defect then the defect is tested in a lab for weather the defect is a manufacturing defect or caused by mishandling by the customer.

The product is sent to the Lab and result comes within 14 days. If the defect is manufacturing defect then it is exchanged immediately else not.

Internal CRM:

On joining every employee is given a one moth induction, making him/her aware about the company policies and business overall.

There is a special weekly bonus scheme which is given to the employees in each store depending upon their designation and target

– Sales officer: Rs. 300/Week

– Sr. Sales Officer: Rs 600/Week

If an employee wants to leave the organization then he/she has to give 15 days notice to company so that

– His PF can be settled– Incentives and bonus can be settled

– Charge can be handed over to the other person joining in his place.

Resignation follows with exit interview to understand why the person is leaving and improvement areas.

Shopping Mall

• Popular

Great India Place is a very popular mall not only in Noida but across Delhi-NCR. People like to come to this mall for shopping and entertainment purpose. It is a hugemall as compared to other malls in the area. It has got many branded outlets like BlackBerry, Louis Philippe etc. The Food Court is one of the biggest and most popular.

• Strategically located

This mall is situated just opposite to the most popular and most crowded shopping avenues of noida i.e. Atta Market & Sector-18 market. People from all over the area come here for all kinds of shopping in these markets. These markets cater to all strata and age groups. Availability of customers is not a problem at these markets.

• Well maintained parking

This mall has very well arranged parking areas. Two wheelers and four wheelers have different parking areas. One finds a parking area even on the busiest days. Well uniformed and behaved guards make the process easier.

• Multiple entry/exit gates and Sound Security

This mall has multiple entry/exit gates located in different locations. One can enter/exit according to his/her convenience. Also, there is a sound security system in place on all the doors. Ladies and Gentlemen are being frisked appropriately every time they enter the mall.

• Great Ambience

As soon as the person enters into the mall, he comes across a great ambience of the mall. Great brands all around the places and clean and tidy surroundings with well lighted areas are a great experience in itself. Huge open area of the mall and multiple stories are great to look at.

Globus Store

• Easily Locatable

If the person enters from the main entry of the mall, the store is located at the left hand with a huge entry. A big Globus board with attractive pictures of kareena Kapoor and other models is displaced. Even if one enters the mall from other door, the directions mentioning the location of the store are well placed.

• Very Spacious

The store is very spacious with a huge area on two floors. Ground floor is completely dedicated to ladies apparels and 2nd floor to men and children. Both the floors are very open with high ceilings.

• Beautiful Lightening and great music

The lightening in the mall is very nicely done. Not only it is well lighted, the music plays in the store is fantastic. Also, there are screens hung in the store displaying new fashion clothes with models etc.

• Elaborative display

The apparels are displayed very nicely in the mall. Mannequins are placed in the middle of the mall showing men, women and children clothes. Proper lightening to highlight the dresses is being used.

Staff/Billing

• Less customer – staff ratio

The staff to help customers is quite less. The ratio of customer to staff is low. As the store is huge and there are multiple options for clothes available, the staff to assist customers is less.

• In-discriminated uniform

The staff wears a well discriminated uniform of green and white in summers. However, in winters, they wear black pullovers without any globus name mentioned on the pullovers which are difficult to discriminate. Customers have to wait and find out the staff for assistance.

• Non working cash counters and credit card machines

On Saturday, which is considered to be busy day in the mall, one billing counter on the second floor was not working. People who were shopping on the second floor had to come down the floor to pay. There was a huge rush in the only working counter and customers had to wait for long for their turn. Also, on the payment counter, one of the three credit card machines was not working. People had to face quite inconvenience due to this.

• Well behaved and educated staff.

The staff working in the mall is well educated and has good knowledge of the stuff available there. They are well spoken with good language skills.

Post Billing

• Well informed about the exchange policy

The store manager as well as the person on the counter was well informed about the exchange policy of the store. There are stringent guidelines to exchange the clothes to save customer and the store from any inconvenience and conflicts. When asked from them separately, they explain the same policy in a good way.

• Helpful and friendly

The merchandise manager, Mr. Aman Sharma was very helpful. When asked for help for this report, he was being very helpful and provided lot of information on the subject. It was a great interaction with him. He clarified many confusions and provided lot of details which helped us to gain good knowledge on the topic. Also, if a customer comes to return the stuff, staff will take extra care and will help in the process.

• Flexible

If a customer wants to return stuff and is not able to find any similar stiff, store will provide coupon of the same value valid for 6 months. Customer can buy any stuff of that value and also pay extra to buy costlier stuff. This flexibility of Globus is very well known and is highly appreciated.

Customer Follow up

• Occasional e-mail and SMS updates

When customer purchases some material, he is requested to fill up a form with details like name, e-mail, contact no. Whenever the store comes up with a festival bonanza or any other scheme, they send e-mails or messages to them. People are being well informed about the schemes in the store and also not being bothered with unnecessary follow-ups.

• B’day/ Anniversary greetings/schemes

Whereas a silver card holder receives a card on his birthday and anniversary, gold card holders receive cake as well on these occasion along with a bouquet. One of the highly appreciated effort from Globus.

• Customer satisfaction survey.

After shopping as well as in the mail, customers are being sent surveys which help them to serve the customer better in future. They are occasional and also very brief which customer does not uncomfortable to fill.