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CRM in Grocery Retail By: Ravi Shankar Azad
Indian Retail Market Segmentation
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 ?