CRM in Grocery Retail

By: Ravi Shankar Azad

Indian Retail Market Segmentation

114

743.9

60.2

38

48.1196

Indian Retail Value( Rs. thousand Crore)

Clothing

food & Grocery

Jewellery

Entertainment

Home Appliances

Others

Process Flow in Retail Industry

Customer Touch Points

Methods to Improve Customer

Experience Access data of nearby store of same chain to be used to fulfill

shortage in emergency.

Use mobile no. of customers to store their data about purchasing.

Option of preorder by mobile app/online before coming to store so that their package can be made ready.

Option of just message/miss call to pack customers monthly grocery by using past buying behavior.

Loyalty cards and special discounts.

Ability to earn loyalty points anywhere and burn it anywhere.

Automatic billing trolley

Category Management

Demand Forecasting for Retail

Merchandise Assortment Planning for Category Management

Promotion Optimization

Regular Price Optimization

Space Planning

General Areas of Operational

CRM

Sales Force Automation

Customer Service and Support

Enterprise Marketing Automation

Sales Automation

Tracking Customer Preferences

Sales Administration

Sales Forecasting

Account Management

Performance Management

Customer Service and Support

Automation and Coordination (service requests, product returns,

customer complaints, and enquiries).

Services and support (contact center, call center, web portal, or

face-to-face interaction at a remote location in the field).

Enterprise Marketing Automation

Application of technology to marketing processes.

Information pertaining to industry trends, macro-environmental

factors and competitors.

campaign management, event-based marketing, cluster customer

segmentation, individual customer segmentation.

Increasing marketing efficiency.

Analytical CRM

Analyses customer data.

Design and execution of targeted marketing & specific customer

campaigns.

Optimize marketing effectiveness.

Analysis of customer behavior to aid product and service decision

making.

Prediction of the probability of customer defection.

Applications of Analytical CRM

Campaign management and analysis.

Customer segmentation.

Customer satisfaction measurement.

Price Optimization.

Risk Management.

Contact Optimization.

Security and Privacy-Issues

Customer data being lost.

Hacking.

Misuse of data.

Security and Privacy-Solutions

Encryption of sensitive data.

Providing the security foundation for critical data and applications.

Protects critical data from both internal and external threats.

References

International Journal of Emerging Technology and Advanced Engineering

(Volume 2, Issue 3, March 2012) “Smart Trolley in Mega Mall” by J.S.Awati &

S.B.Awati

http://www.academia.edu/4287442/CRM_IN_RETAIL_INDUSTRY

http://www.cybage.com/pages/retail/retail-crm.aspx

http://www.crmnext.com/industries/retail/

Thank You