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Customer Retention and Ways to Improve Loyalty Program in Pantaloons, Sahara Ganj Lucknow
By:Somnath GuptaPGDM 2nd Year
BM-014259
OBJECTIVE
• Study the different process critical to customer service and satisfaction.
• Analyze the awareness level about the Payback Green card loyalty program among the customers.
• Analyze the PBGC card benefits satisfaction level among different age groups.
• Analyze the impact of satisfaction from PBGC benefits on customer’s buying behavior.
About Pantaloons Sahara Ganj Lucknow
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics.
The first Pantaloons store was launched amidst much fanfare in Gariahat, Kolkata in 1997.
Pantaloons, the newly acquired business by The Aditya Birla Group. One of India’s leading multinational conglomerates, is a powerhouse of fresh fashion and innovation. While weaving its magic across lifestyle segments. Pantaloons caters to the discerning and trendy consumer.
Pantaloons Sahara Ganj is a stand alone departmental store covering about 18000 sq.feet (approx) situated in one of busiest road of Lucknow catering the needs of people from nearby resedential areas like Hazrat Ganj, Alambagh etc.
Contd …
Pantaloons, previously controlled by the Future Group, has been recently taken over by Aditya Birla Nuvo Limited.
Pantaloons offer multiple accessories and clothing brands across a spectrum of categories for men, women and kids.
Currently we are a chain of 100+ fashion stores across 43 cities.
ABNL is a part of the prestigious Aditya Birla Group, a $40 billion Indian multinational, operating in 36 countries across the globe with over 120,000 employees.
Pantaloons, Headquartered in Mumbai (Bombay), the company operates over 2.2 million square feet of retail space.
It is one of the few Pantaloons store in Lucknow where people can avail apparels, groceries, cosmetics and consumer durable under one roof.
Recently Pantaloons launches Store
Pantaloons launch its hundred stores in Karol Bagh, Delhi.
Pantaloons launch its third store in Hazratganj, Lucknow.
Pantaloons launch its first store in Muzaffarpur.
Pantaloons Recently plans to open first store in Agra.
Pantaloons brands
NON Pantaloons Brands
Customer Retaintion & Loyalty Program
“Loyalty is one of the great engines of business success”. The word loyalty has different explanation and it all refer to way of Services.
Companies typically have several goals when launching loyalty programs.
Improving knowledge of the customer.
Leveraging that knowledge to increase the sales of undersold and/or highly profitable products/services.
Loyalty program enables a company to gain detailed knowledge about its customer.
Customer Relationship Management at Pantaloons
Want to focus both on acquisition & Retention.
To convert daily footfalls into loyal customers.
Extraordinary service and customer satisfaction.
Increase customer share.
Pantaloons are following Customer Loyalty Program.
CRM is practiced through the “GREEN CARD” program (GC).
Green Card loyalty program contributes approx. 75% in profitability of Pantaloons across country.
Pantaloons maintain a customer database of 41 lac. across India.
Software used is the ‘Capillary’.
Special Benifits on Enrollment
Parking fee is less on your bill.
Free home drop Facility.
90 days exchange policy.
Instant discount* for every time you shop at Pantaloons
Exclusive shopping days to get hold of latest merchandise
Regular updates on collections and promos via catalogues, sms and email
Special invites to the most happening events
Extended exchange periods and complimentary drops for alterations
Exclusive billing counters and much more.
BENIFITS 3 STAR 5 STAR 7 STARINSTANT DISCOUNT 5% 8% 10%
GREEN OFFERS AND PROMOTION YES YES YES
GREEN SERVICE DESK YES YES YES
GREEN EXCHANGE 60 days 60 days 90 days
COMPLEMENTARY HOME DELIVERY YES YES YES
COMPLEMENTARY HOME DROP NO YES (EXCEPT SALES PREVIEW)
YES
(AROUND THE YEAR)
FREE PARKING YES YES YES
EXCLUSIVE BILLING COUNTER YES YES YES
Today’s consumers are more savvy and sophisticated than ever. They expect loyalty programs to offer :
Easy Participation
Instant rewards
Flexible rewards
Fast accumulation of rewards
Rewards claimed at any participating establishment
Special offers
Instant win opportunities
What customers expect
Contd …
Membership Cards
Greetings on Special Occasion
Gifts
My Works at Pantaloons Fashion & Retail Ltd.
I did try to convince around five hundred customers to achieve the target for green card in weekly basis.
I did the updating of green card of existing customers
I maintained all the registers on customer service desk
I worked as a visual merchandiser
I kept trying to satisfy customer needs.
Making strategies to increase customer entry and as well as store sale.
INTERIOR STORE DESIGN:
Floor, ceiling- Area which attracts more visual attention were reserved for private labels Brands were placed on ‘pay per space scheme’ Use of white & cream color in the ceiling Use of spot light & decorative lighting
Lighting - For interiors and lighting latest technology were used.
Store security - Security were strictly maintained inside the store both with the employees and even with the technology
Graphics and signages - Signage and graphic were used inside the store
Visual Marchandiser works
PROMOTIONAL STANDY
STORE LAYOUT AND DESIGN
STANDY SHOWING FESTIVE OFFER
FLOOR DESCRIPTION WITH MERCHANDISE MIX
GROUND FLOOR Ladies Ethnic, Fashion Jewellery, Fashion Accessories, Sunglasses, Watches, Ladies Night wear, Kids Fashion.
FIRST FLOOR Men's Casual, Men’s Formal Sunglasses, Watches, Men's Accessories, Leather Bag, Ladies Casual, Ladies Formal.
FIXTURES Fixtures are the important part for a retail store to display the merchandise. Many types of fixtures are used in a retail store to maximize the target area, the daily sale rate, and minimize disruptions in merchandise operations.
The fixtures that were used in Pantaloons :
Four way racks
Straight racks
T-stands
Waterfall arm stands
Nested tables
Gondola
THEME BASED, TRADITIONAL, PARALLEL TO SIDE WALK, CLOSED BACK WINDOW USE OF MANNEQUINS, SIGNAGE, PROPS
WINDOW DISPLAY POLICY
WINDOW DISPLAY POLICY
Research MethodologyResearch design - Descriptive study
Data collection - Primary Data/Secondary Data
Sample area - Lucknow
Sample size - 80 customers
Sampling design - Random & Convenience
Research instrument - Questionnaire
Analytical tool - SPSS
SAMPLING SIZE
Sampling size is the number of items to be selected from the universe to constitute the sample. In this study, a sample study of 80 has been chosen.
SAMPLING AREA
This study was undertaken at pantaloons Sahara Ganj Lucknow.
PERIOD OF STUDY
The study was undertaken between May 2015 and June2015.
DATA COLLECTION DESIGN
A marketing researcher has to make a plan for collecting data which may be primary data, secondary data or both.
What comes to your mind when you think Pantaloons?
Interpretation:
From the above graph we come to know that 30.37% of the customers think of collection 30.38% of the customers are saying Discount and offers and rest customers are saying come for Product and quality.
8; 10%
30; 38%
30; 38%
12; 15%
ProductCollectionsDiscount & OffersQuality
How would you rate customer loyalty program?
Interpretation:
From the above table we conclude that 30.37% of the customers are rate very good, 16.16% of the customers are rate Excellent and 7.9% are rate average about customer loyalty program provided by pantaloons.
14. 18%
30. 38%
27. 34%
7. 9%2. 3%
ExcellentVery GoodGoodAveragePoor
How would you rate our store location?
Interpretation:
From the above table we conclude that 29.36% of the customers are rate Excellent, 28.35% customers are rate Very good and 18.22% are rate good about Pantaloons Store location.
29. 36%
28. 35%
18. 23%
3. 4%2. 3%
ExcellentVery GoodGoodAveragePoor
Finding & Analysis
Check how we rate the loyalty of the customer?Therefore, H1- µ=1
µ≠1
Non Parametric TestCrosstab between gender and availability
Interpretation
Out of total 80 respondents who responded, 50 were males and 30 were females. Out of 50 males 13 rated the availability as Excellent, 21 as Very Good, 12 as Good, 2 as Average, and 2 as Poor.
Out of 30 females 6 rated the availability as Excellent, 15 as Very Good, 7 as Good, and 2 as Average.
Chi-Square Tests
Finding & Recommendation
Sitting area should be there for children and old people.
Provide Complimentary drinks for customers.
Provide out store offers to green card customers.
Billing counter should be placed on two sides at every floor for convenience.
Entertainment game’s should be conducted in store.
A trained employees has to be at each floor to satisfy need of customer.
More Advertisement has to be done to increase the foot fall.
At least one more system require on Customer service desk.
Exclusive billing counter.
CONCLUSION
I conclude by telling that today many retailers are selling apparels so retaining customer is very difficult and it’s not very easy we have to pull customers for repeated purchase. The loyalty program plays a vital role in pulling customers to purchase apparel. If we talk about fashion retail sector it is very common to see shortage of cash counter over there which directly or indirectly increases the shopping time of the customers. Even some time customers even leave without purchasing anything from the store because of it.