Summer Training Report ON "What Makes Customer Driver in To The Store (Customer Loyalty) "

SUMMER TRAINING REPORT
ON
"WHAT MAKES CUSTOMER DRIVER IN TO
THE STORE (CUSTOMER LOYALTY)"
Towards partial fulfillment of

Bachelor of Business Administration (BBA)
Submitted To : Submitted By:

Mr. Ashutosh Srivastava Sir Rakesh Kumar Jaiswal
BBA 3rd Year
Roll No.: 1707985071006
Batch: 2017-2020
IISE GROUP OF INSTITUTIONS, LUCKNOW
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CERTIFICATE
This is to certify that the Summer Training Report entitled "WHAT MAKES
CUSTOMER DRIVER IN TO THE STORE (CUSTOMER LOYALTY)" in partial
fulfillment of the requirements for the award of the Degree Bachelor of Business
Administration (BBA) is a record of original training undergone by Rakesh Kumar
Jaiswal (1707985071006) during the year 2017-20 of his study in the Department of
Management Studies, IISE GROUP OF INSTITUTIONS, LUCKNOW, under my
supervision and the report has not formed the basis for the award of any
Degree/Fellowship or other similar title to any candidate of any University.
Place: Lucknow Signature of Guide
Date: Mr. Ashutosh Srivastava Sir
Submitted to the Department of Management Studies, IISE GROUP OF
INSTITUTIONS, LUCKNOW
INTERNAL EXAMINER
EXTERNAL EXAMINER
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DECLARATION
This is to declare that I Rakesh Kumar Jaiswal of BBA have personally worked on the
project entitled "WHAT MAKES CUSTOMER DRIVER IN TO THE STORE
(CUSTOMER LOYALTY)" The data mentioned in this report were obtained during
genuine work done and collected by me. The data obtained from other sources have been
duly acknowledged. The result embodied in this project has not been submitted to any
other University or Institute for the award of any degree.
Date: Rakesh Kumar Jaiswal
Place: BBA 3rd Year
Roll No.: 1707985071006
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ACKNOWLEDGMENT
First of all I thank God for giving me this wonderful opportunity to undertake this
research which is a part of my BBA program.
I would like to sincerely thank Ms. Stuti Gupta (HR) & Mr. Ashutosh Srivastava Sir
for giving me the wonderful opportunity to work under her able guidance and
support throughout my research.
I also thank persons working at Fun mall office for giving me their valuable time and
vital information which forms a part of this report.
I would also like to thank my colleagues for rendering their help to me in this research.
Last but not the least; I thank my parents for their prayers, help and advice which helped
me a lot to complete this project report.
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TABLE OF CONTENT
 CERTIFICATE
 DECLARATION
 ACKNOWLEDGMENT
1. INTRODUCTION
2. NEED & IMPORTANCE
3. OBJECTIVES
4. RESEARCH METHODOLOGY
5. SCOPE AND PERIOD OF STUDY
6. LIMITATIONS
7. INDUSTRY PROFILE
8. COMPANY PROFILE
9. DATA ANALYSIS & INTERPRETATION
10. FINDING
11. CONCLUSION
12. SUGGESTION
13. BIBLIOGRAPHY
14. ANNEXURE
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INTRODUCTION
What is Customer Loyalty?
In its simplest sense, Customer Loyalty is the inclination for an individual to favour a
particular product, brand or service. I bet you already knew that.
Till a few years ago, getting people loyal to a brand was fairly straightforward - you create
a great product, market it well, offer stellar customer support and voila! You’ve got
yourself a loyal customer base.
However, the digital explosion has made it harder than ever before for brands to engage
and retain a loyal customer base. Today, a customer is boBBArded with hundreds of
communications from multiple brands with few differentiators.
Customer Loyalty Program
Gaining customer loyalty cannot be a one-off thing. A brand needs a focused and
integrated plan to retain its best customers - put simply, it needs a customer loyalty
program.
A loyalty program typically involves giving customers free merchandise, early access to
sales, products and coupons. Loyalty programs have been proven to be extremely
successful in driving repeat sales for brands. The "Get With The Program" report states
that all other things being equal, 72% of consumers will buy from retailer with a loyalty
program over one without.
Timeline
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1793 - Copper Tokens
The origin of Loyalty Programs can be traced to 1793 when supermarkets and gas stations
started offering their customers 'copper tokens' which could be redeemed for in-store
merchandise
1872 - Tickets
In 1872, the Grand Union Tea Company started distributing tickets which could be
exchanged for merchandise from the Grand Union store catalogs.
1886 - Certificates
The Larkin Company, a hybrid soap manufacturer and premium mail-order business,
founded in Buffalo, New York, started distributing certificates with its soap sets. The
company encourages its customers to redeem these certificates for items from the
company's catalog.
Late 19th To Early 20th Century - Stamps
A department store in Milwaukee was the first to use trading stamps to boost customer
loyalty. The premise was simple: customers were given trading stamps for every purchase
which they pasted into booklets issued by the company. When a customer collects a
certain number of filled booklets, they can exchange it for toys, tools, jewellery or other
household items.
1929 - Boxtops
Betty Crocker started the issuing coupons which could be redeemed for flatware. Soon
after, they started printing the coupons on the outside of packages and the term 'box tops'
was born.
1980s - Frequent Flier & Cashback Programs
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In the early 1980s, American Airlines kick started the concept of Frequent Flier Program
with the famed Advantage program. A few years later, Discover started the concept of
offering cash backs to customers based on the no. of purchases in that year.
1995 - Card-Based Programs
Tesco (a UK supermarket) was the first brand to use technology to track customer
behavior when it implemented the world's first card-based loyalty program.
2000s - Mobile App Loyalty Programs
It was sometime in late 2002 that mobile loyalty programs started gaining
prominence. Capillary played a major part in this revolutionary shift by being one of the
first tech companies to introduce a mobile-based loyalty program for retailers. The mobile
loyalty programs had multiple advantages that resulted in their wider adoption. Retailers
could now combine real time communication and point of purchase analytics to transform
loyalty program into a potent marketing channel.
Current Landscape Of Customer Loyalty Programs
Over the years, Loyalty Programs have steadily evolved from being a passive 'reward &
retain' instrument to becoming a major component of the customer experience and
engagement cycle.
The other big trend in Loyalty Programs is the advent of Omni channel Loyalty Programs.
As a brand, you would want to be present wherever your customers are, right? That's
where Omni channel Loyalty Programs come into play. While traditional Loyalty
Programs restricted the redemption of points to a single channel, omnichannel loyalty
programs encourage your customers to earn and burn points across multiple channels
(app, web, in-store etc.) where your brand has a presence.
Brands are also leveraging the vast amount of customer data to drive personalization
through their loyalty programs. Research says that a personalized Loyalty Program has a
major impact on the overall customer satisfaction levels.
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Benefits Of Customer Loyalty Programs
The primary objective of a loyalty program is to retain existing customers and encourage
repeat purchases. An Accenture Report found that 66% of US consumers spent more on
brands that they were emotionally connected or loyal to.
Here are some interesting insights about the power of Loyalty Programs:
check_circle70% of members consider Loyalty Programs to be part of their relationship

with a company
check_circleAn effective loyalty program can increase a brand's market share by 20%
check_circle84% of consumers said they are more likely to visit an online website with a
loyalty program
Are you in the midst of developing a Loyalty Program? Maybe you're worried how the
cost vs. benefit will play out? Read on to find out why it's imperative for businesses to
invest in a Loyalty Program.
Increase In Repeat Sales
This is the primary metric on which the success of a loyalty program is measured. If your
existing loyalty program is not driving repeat sales, it's highly recommended to do an in-
depth analysis of the program to fix the underlying issue. When implemented correctly, an
effective loyalty program is even capable of contributing 30% of your total revenue.
Builds A Healthy Relationship With Your Customers
Over the years, loyalty programs have steadily transformed from a mere transaction
system to an emotional and personal connection between a brand and its customers. This
is evident in the way more brands are incorporating higher personalization and
experiential rewards into their loyalty program. Consumers are also increasingly expecting
early access and VIP benefits in return for their loyalty to a specific brand. Several brands
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have overlaid their loyalty program into their Customer Relationship Management (CRM)
system to offer highly personalized rewards for their customers.
Leads To An Increase AOV (Average Order Value)
The Average Order Value (AOV) is a simple but vital metric that reveals how much a
customer typically spends every time they shop with you. It's critical because you are
increasing your overall revenue with zero acquisition costs. It's also much easier to
convince an existing customer to tack in a couple of more bucks to their order rather than
convince a new visitor to go through the entire sales funnel. Reports say the majority of
brands see an average of 13% increase in Average Order Value from reward program
purchasers. This is of course a conservative estimate and there have instances where the
loyalty program resulted in 25% to 35% higher Average Order Value. This clearly
indicates that a successful loyalty program not only retains your valuable customers but
also entices them to spend more on every purchase.
Improves Brand Perception
A Loyalty Program offers far greater insights about a customer (demographic, purchase
patterns, product preferences etc.) compared to an invoice. The data collected through a
loyalty program is extremely valuable as it reveals the true preference of a customer (as
opposed to one gathered from a survey). Though Loyalty Programs started off as a
transactional platform, over the years, brand have realized its potential as a data goldmine.
Several leading brands now use Loyalty Program data to predict customer's purchase
intent and receptiveness to marketing campaigns. Moreover, the ability to integrate
Loyalty Programs with CRM platforms allows brands to combine data from multiple
sources like social media, in-store and mobile applications to create a rich persona for
every customer.
How Customer Loyalty Program Boosts Sales?
Over the last few years, online and offline businesses around the world have accepted a
fundamental reality about customer loyalty.
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You cannot generate superior long-term profits unless you achieve superior customer
loyalty.
Did you know that increasing customer retention rates by 5% increases profits by 25% to
95%? Loyal customers contribute to your bottom-line in a multitude of ways - they bring
in new customers through recommendation, they are more likely to make higher repeat
purchases and higher Average Order Value (AOV).
The last one is especially important; it’s estimated that loyal customers will spend
approximately 67% more than other customers.
1). By Increasing Customer Retention
By know you would have heard the familiar adage - 'It costs 7 times more to acquire a
new customer than it takes to retain one'.
However, you will be surprised to know that 44% of companies focus heavily on
acquisition compared to only 18% of businesses that focus on retention. The reason for
this against the grain behaviour by marketers is beyond the scope of this article. However,
for any businesses to succeed in this hyper competitive market, it will need a mix of good
retention and acquisition strategy.
Without a good customer retention rate, the cost of doing business will skyrocket as you
will end up spending a fortune on acquisition costs. Besides, if you simply focus on
acquiring new customers, you will be left with a whole of customers who does smaller
AOVs (new customers typically test the waters of a new brand with small value
purchases).
On the other hands, retention is a much simpler and far easier ball game - you already
have valuable data about customer affinities, purchase journeys and demographics; all of
which can be used to offer personalized rewards and offers to nudge the customer towards
opening up the wallet.
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2). By Increasing Customer Lifetime Value
Customer Lifetime Value (CLV) and Customer Loyalty are two different entities that are
closely related to each other. Customer Lifetime Value (CLV) is simply the total revenue a
customer will generate over the course of their lifetime. It is a critical metric that needs to
be taken into account while making important decisions in sales, marketing, product
launches and customer support.
 There are few ways a company can increase clv

 Arrow upward increase the customer base
 Arrow upward increase the no. Of repeat purchases per customer
 Arrow upward increase the retention age of customer
 Arrow upward increase profits per sale
Now, this is where CLV and Customer Loyalty come together. Each of these 5 points fall
into a customer loyalty segment namely: Retention Loyalty, Advocacy Loyalty &
Purchasing Loyalty. And by boosting retention, advocacy and purchase loyalty you can
automatically boost the CLV of your business.
3). By Increasing Brand Awareness & Brand Recall
In a competitive market with little product differentiation, brands awareness can be a key
factor in driving sales and conversions. The reason is tied to a basic human trait - we
prefer to interact with people/things that are familiar to us. In fact, research suggests that
when given a choice of multiple brands, customers are 60% more likely to purchase from
a brand whose name they have at least heard once before.
Now, how is brand recall and a positive brand image related to customer loyalty? It
basically works in a two way loop - a great customer reward program can spread positive
mind share about you brand and a good brand can entice more people to be loyal to your
brand.
To sum it up, good brand recall and a great reward program can work together to increase
sales and conversion.
Best Loyalty Programs
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Whether you're planning to implement a loyalty program or in the process of restructuring
your current reward program, it's always a good idea to take notes from other loyalty
programs that have had critical successes. So here goes:
A Winning Loyalty Program
A good customer loyalty program can generate significant gains in recurring revenue for
your business through higher AOV and repeat sales. While there are several ways to go
about creating an effective customer loyalty program, here are our tips based on what has
worked well in the past:
Types Of Loyalty Programs
Choosing the right type of loyalty program is a critical factor that will decide whether it
becomes successful or failure. And which program you choose should depend on your
customer base, your business model and your brand positioning. So make sure you factor
all of these before choosing the model for your loyalty program.
Point-Based Loyalty Program
This is the simplest and most common loyalty program model where customers earn a
specific amount of points for every transaction or specific action. These points can then be
redeemed for discounts, products or services. The Point-based loyalty program works
great for frequent and short term purchases.
5 Ways To Add Value To Your Customer Loyalty Program
If your loyalty program doesn't add value to your customers, it won't be long before your
customer jumps ship to a competitor. Here are some ways to increase the value of your
loyalty program.
1Communicate With Your Customers
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Get constant feedbacks from customers regarding the benefits of your loyalty program
through in store and online surveys. Another way to figure this out is to compare what
your customers are choosing vs. what you are offering. After a thorough analysis, you
should be able to come up with insights regarding what your customers are actually
looking for from your loyalty program and what type of rewards attract them the most.
2Reward For Initial Engagement
Once a new customer engages with your brand, make sure you reward them. While most
brand do this, they often miss out on finding unobtrusive ways to remind them about these
points. A great way to do this is to reward customers for social following or email opt-ins.
This gives you a chance to push special offers and reward redemption options to these
new customers.
3Reward Your Customers Creatively
Most customers expect to be rewarded when they make a purchase. However, the best
loyalty programs reward customers when they are not expecting it; so go ahead and offer
your customer a special bonus points along with a personalized birthday mail. Even better,
try sending a certain segment of customers a simple "You're Awesome!" mail along with
free points. It would cheer them up and create a positive reinforcement with your brand.
These are just simple examples, try to think of creatively engaging your customers while
incorporating your brand persona and business model.
4Support A Charity
According to research, 83% of Americans want brands and retailers to support charitable
causes. This is a great opportunity for you to leverage your loyalty program to allow
customers to donate points to charitable trusts and organizations. For example, Canadian
Red Cross allows members to donate using AIR MILES and Aeroplan miles. You can
implement a similar loyalty program strategy where your customers can donate to a
charitable cause that is related to your products and services.
5Offer Innovative Rewards
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For your loyalty program to stand out, it needs to go beyond discounts and promotions
based rewards. When you provide loyal customers with a unique, personalized experience,
it makes a long lasting and valuable impression compared to gifting them something they
would have ability to purchase anyway. And if you are able to connect that connect that
incredible experience with your brand persona, you have hit the loyalty marketing
jackpot! A great example is Theory11, an online seller of magic tricks and other party trick
accessories. As part of its loyalty program, the brand offers customers various training
sessions over Skype. Customers who are higher up the loyalty tier get access to private
training sessions and a handful of top tier customers get the opportunity of a lifetime - a
one-on-one session with David Blaine.
The Metrics You Need To Measure Your Loyalty Program
How do I measure the success of my loyalty program? As more and more businesses are
focusing on tying marketing efforts to their revenue; it has become critical for marketers
to show effective ROI on loyalty programs.
Here are the key metrics you should be tracking to measure the effectiveness of your
customer loyalty program:
Customer Lifetime Value (CLV) is simply the overall revenue contribution you can expect
from a customer during his/her engagement with your brand. To calculate CLV, you need
to first calculate the Customer Value
Once you get the Customer Value; finding the Customer Lifetime Value is simply
multiplying it with the average lifespan of the customer. The trouble is getting the exact
lifespan of a customer is not easy; especially if you're a relatively new brand. A good
thumb rule to take is 3 years.
Redemption Rate is a percentage which indicates at what rate are your customers are
redeeming their loyalty points. A high redemption rate indicates that your customers are
highly engaged with your loyalty program. A healthy benchmark is a 25% redemption
rate; anything less than that and it indicates an issue with the redemption process of your
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loyalty program, i.e., your customers are earning loyalty points and are not spending them.
Here's how you calculate the redemption rate of your loyalty program.
This ties in with Redemption Rate in that it measures the number of customers who are
actively engaged with your loyalty program (through points earned and redeemed).
While CLV is a great way to measure the long term impact of your loyalty program, the
Repeat Purchase Rate (RPR) gives you an overview of the short-midterm impact. The
Repeat Purchase Rate (RPR) basically gives you the percentage of customers who have
made more than one purchase for a period of 1 year. One of the primary objective of a
loyalty program is to increase repeat purchases and thus measuring the RPR is critical for
gauging the effectiveness of a reward program. Also, remember that the RPR has a major
impact in increasing the Customer Lifetime Value (CLV)
Why Loyalty Programs Fail
stop Cryptic Communication This is the most common suspect in ruining an otherwise
great loyalty program. If a customer doesn't understand the tiers, earn/burn policies and
rewards associated with your loyalty program at the first glance, you have a problem that
needs immediate fixing stop Impossible Reward Structure If you have setup a very steep
reward structure, your customers are going to get disenchanted and ignore your loyalty
program stop Trying to Accomplish Everything at Once Layering your loyalty programs
with too many things (social media, referral bonus, coupons, and discounts)
overcomplicates it stop Staff/Employee Ignorance When a store employee is unable to
explain the program to a customer, it creates a bad customer experience stop Build &
Forget Approach You created a loyalty program and never bothered to promote it on your
website or social media.
Fixing Ineffective Customer Loyalty Programs build Step back and go through your
loyalty program rules with an objective mindset and see if you are able to comprehend the
tiers and earn/burn rules. Even better, ask your friend/family read about the program and
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ask them what they understood. This is a great way to fix unclear communications. build
Evaluate the average spend of your customers and the frequency of visits to arrive on a
reward structure that is financially viable to you as well as be valuable to your customers.
Build While all your marketing efforts can be layered into your loyalty program, it should
be done carefully. The best way to do this is to treat the loyalty program as a central
platform and connect other channels in a modular form. e.g.:- your social followers can
receive bonus points for sharing/liking your page, your customers earn 2X points for
referring their friend and so on.
Artificial Intelligence & Machine Learning Powered Loyalty Programs
AI and Machine Learning have the potential to fundamentally revolutionize the retail and
loyalty industry. The reason? Loyalty is closely linked to customer experience and AI is
becoming impressively accurate in predicting human behaviour and purchase patterns.
Here's how AI will impact Loyalty Programs:
Historically, customer data collected through loyalty programs have been used to target
customers with relevant messages. However, with the help of AI and Machine Learning;
brands can take this several notches up to predict customer behaviour and influence
purchase patterns. Imagine getting real-time information of every customer who walks in
to your store along with insights on what they are most likely to purchase. Advanced AI
algorithms is capable of predicting human actions long before the thought even starts
taking shape in the subject's mind.
Memory Prescriptive Analytics
AI-powered insights can instantly give you a segment of customers who are more likely to
spend more once they move into the next tier of your reward program. Now all you have
to do is offer them 3X points on their next purchase as a special gift. Prescriptive analytics
can be applied to a wide range of retail scenarios to reduce churn, increase conversion
rates and improve overall customer experience.
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Memory Fraud Preventions
Loyalty point accounts are frequent targets for fraudsters, mostly due to their low-level,
rule-based security. They typically work like this - if this specific anomaly happens, then
raise an alert. The trouble is that once a fraudster identifies a rule, he/she can easily bypass
it. AI works a little differently; it monitors millions of transactions and creates a flexible
protection layer capable of identifying and stopping an attack in real-time.
Memory Intelligent Interfaces
AI-powered voice assistants like Alexa and Siri have so far been mostly confined to their
virtual avatars. As consumers become more comfortable with these technologies, they are
likely to show up in the physical realm as shopping assistants and other customer service
roles. In the near future, it won't be farfetched to imagine that a customer makes a
purchase in a retail store without ever interacting with a human. Over the years, retailers
have faced a major dilemma when it comes to loyalty programs - how to increase
revenues without negatively impacting the customer experience. AI and Machine Learning
can help retailers with intelligent insights that can increase the overall sales, conversion;
while ensuring a great customer experience.
Last year, a dozen companies like Singapore Airlines, Rakuten & Chanticleer (parent of
Little Big Burger, American Burger Co., Hooters, Just Fresh, and BGR) have announced
their intent to launch block chain-based loyalty programs to encourage customer
engagement.
Customer Service & Loyalty

But this definition leaves out the transactional nature of customer service, and it’s this
transactional aspect that drives customer loyalty. "Customer loyalty exists when a
customer chooses to do business with a company even when a less expensive, more
convenient, or higher quality alternative is available somewhere else," according to
the National Business Research Institute.
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You can say, for instance, that a warehouse model business — where goods are laid
out, customers choose items themselves, and carry them to a self-serve checkout —
supplies a customer’s need for a product or products (assuming the customer finds what
he wants). But from the customer’s point of view, there’s no customer service involved in
such a business model.
Customers assume that customer service involves an interaction with another human
being, whether that person helps them find something, choose something or buy
something. (How to Help a Customer takes a closer look at the basic customer service
transaction.)
And that’s the core of good customer service — bringing old customers back, and
attracting new ones through the “good news” that current customers are spreading about
your business.
A Better Definition of Customer Service
For businesses, then, a more useful definition is that customer service is a business’s
ability to satisfy its customers. Because only satisfied customers have the potential to
become loyal customers.
Companies can have all the elements of customer service in place, from wait-staff
through return policies, but if customers are not satisfied with the way their transaction
was handled or its results, they won’t be back.
Customers and business managers alike like to talk about what good customer service is
(and isn't), but this definition by ACA Group sums up what excellent customer service is
beautifully: "Excellent customer service (is) the ability of an organization to constantly
and consistently exceed the customer's expectations."
Accepting this definition means expanding our thinking about customer service; if we're
going to consistently exceed customers' expectations, we have to recognize that every
aspect of our business has an impact on customer service, not just those aspects of our
business that involve face-to-face customer contact.
Why Good Customer Service Is Critical to Small Businesses
For small businesses, committing to continually strive to provide the best customer
service possible is especially important because:
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1. Customer loyalty is crucial to most small business’s bottom line. Good customer
service is the prime driver of customer loyalty. On average, loyal customers are worth up
to 10 times as much as their first purchase according to the White House Office of
Consumer Affairs.
2. Good customer service saves small business’s money. Depending on which study you
believe, and what industry you’re in, acquiring a new customer is anywhere from five to
25 times more expensive than retaining an existing one (Harvard Business Review).
3. Businesses (especially small businesses) can’t survive long-term bad press. Customers
judge the customer service of every business they deal with — and they’re much more
likely to share bad ratings with other people than good.
What happens after poor customer experience?
 78 percent of customers cancelled a transaction or intended purchase after poor

customer service (American Express Survey)
 96 percent of customers don't bother to complain to the business, and 91 percent

never come back ("Understanding Customers" by Ruby Newell-Legner)
Dissatisfied customers will tell between nine to 15 people about their experience — and
about 13 percent of dissatisfied customers tell more than 20 people about their poor
experience, according to the White House Office of Consumer Affairs. On the other hand,
happy customers who have their issues resolved tell between four to six people about
their experience.
The stakes are even higher given that complaints about customer service are easily
disseminated on social media platforms such as Facebook and Twitter and reflected in
online reviews (such as Google reviews).
4. Providing top-notch customer service is one of the few ways small businesses can
compete with larger retailers.
In fact, as Daniel Butler, vice president of Retail Operations for the National Retail
Federation, points out, this “buyer experience” is where owners of small stores have a big
advantage over their chain-store counterparts.
“They can actually be in touch with their customers and make a personal connection.”
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How You Can Use Good Customer Service to Build Customer Loyalty
1. Set Customer Service Standards
Employees and customers alike need to know what the expectations are. Customers
need to know what your business is willing to do for them and employees need to know
how you expect them to provide your products and/or services to the customer. Just
telling them is not enough; you need to create a document that lays out what you consider
to be acceptable customer service standards.
2. Put the Right Staff and Processes in Place
As Liz Tahir says, there is no way that the quality of customer service can exceed the
quality of the people who provide it (10 Tips for Effective Customer Service). So your
small business needs to have the resources in place to provide the kind of customer
service that will meet or exceed customers’ expectations — whether those resources are
front-line counter staff or efficient product distribution systems that will get your product
delivered to the customer on time.
Customer service software that provides a help-desk solution or customer relationship
management (CRM) can simplify and streamline many of your customer service
interactions. You can also provide your employees with apps that will enhance customer
service. Retailer Lowe's, for instance, gives its customer-facing employees six apps
designed to help them serve customers, including an app that helps employees determine
dimensions for customer home improvement projects.
3. Train Your Staff

Employees who are dealing with customers need to do more than just be friendly if they
are to deliver good customer service. Get over the idea that enthusiasm and a smile are
enough (although they are a great start); effective customer service training must be
reinforced and taught on a recurring basis.
4. Treat Your Employees as Your First Customer
No one enjoys being served by a grumpy disgruntled person. Unhappy employees will
never create happy customers. So keep your employees happy. When your employees are
happy they will look forward to work, because they are valued and appreciated, says
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Laura Lake — the kind of employees who are ready and willing to value and appreciate
your customers.
5. Solve Customers’ Problems Quickly and Easily
Customer problems are the best opportunities to create loyal customers. Research by the
Customer Contact Council found that exceeding customers’ expectations had surprisingly
little effect on customer loyalty; it was the amount of effort a customer had to make to
resolve problems that correlated strongly with customer loyalty. In fact, 94 percent of
customers who were able to resolve issues painlessly said they would purchase again
from that company. Learn how best to deal with customer complaints.
6. Create a Customer Loyalty Program
Customer loyalty programs can not only help create loyal customers but help you gain
new customers. For instance, studies have found that recipients of restaurant loyalty
rewards are twice as likely to refer a new customer immediately following a reward
redemption (Thanx). Successful loyalty programs can also boost your small business’s
bottom line as they provide motivation for loyal repeat customers to buy more — always
a more cost-effective and easier way to increase sales than attracting new customers.
7. Assess Your Customer Service Regularly
Customer feedback is a great tool for improving customer service and customer loyalty.
Your customers are literally telling you what they like or don’t like about your products
or services regularly in person, through email, by phone or through social media. Use
these interactions to identify consistent issues and act upon them.
You should make sure that you also seek the opinions of your less vocal customers,
by conducting customer assessments and/or using customer surveys.
For small businesses, the watchwords for customer service should be assessment and
improvement. Upgrade Your Customer Service in 3 Steps will show you how you can
improve the basic elements of the customer service your small business provides.
Best Practices: How to Provide Good Customer Service
Remember the golden rule, treat customers the way you would like to be treated? That’s
no longer good enough in a world where customers have so many different choices as
Matthew Hudson points out in How to Build Customer Loyalty. Instead, treat customers
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the way they would like to be treated. These articles, that cover best practices in customer
service, will show you how:
Customer Loyalty In Today's Modern Retail World
Customer loyalty isn't what it used to be. In fact, research company Access Development
reported that 79% of customers would take their business to a competitor within a week of
experiencing poor customer service, while the estimated cost of customers switching their
choice of businesses due to poor service is $1.6 trillion. Keeping this in mind, how can
businesses strengthen their customer loyalty in a world where customer sentiment is
constantly shifting and consumers have more options than ever before of where to spend
their money?
Chris Luo, VP of Marketing of loyalty technology company FiveStars, believes that "from
our experience, almost all retailers who generate some kind of repeat business have the
opportunity to boost their ROI and profitability by increasing the retention of their
customers. For fast casual restaurants, as an example, oftentimes 60% of customers never
come back after their first visit."
Customer loyalty is proven to strengthen when reward programs are incorporated

into business models. Among the latest companies looking to do this? McDonald's, who
recently discussed they plan to incorporate a loyalty program into their app that was
released in 2015. Existing retailers that already have loyalty programs include Starbucks
and Ulta Cosmetics. (Photo credit: GIANLUIGI GUERCIA/AFP/Getty Images)
Retention - as Luo points out - is essential in maintaining customer loyalty. But many
questions remain as to why customers aren't being loyal. Are customers not returning due
to bad customer service alone? Or are customers not returning because there are other
options? Or possibly, however, are customers not returning because they have been given
another reason to dismiss a specific business, including the possibility of preferring a
competitor? Whatever the reasons are, one thing is for certain... customer retention is vital
in sustaining a healthy business.
23
Customer Loyalty Realities
Today In: Business
As a consumer myself - which of course, you can relate to - I know I make purchase
decisions everyday based on a variety of factors. Among them include their proximity to
my immediate location, as well their customer care and overall in-store experience. If all
of these are positive, I lean towards their effort in keeping me loyal... because after all, I
know there are a tremendous amount of other places I could spend my money nowadays.
Preferring to shop local, I also consider this... and almost always end up somewhere that
provides a loyalty program, as well.
Loyalty programs are proven to increase customer lifetime value by up to 30% or more by
increasing visit frequency, increasing spend per visit, and winning back lost customers,"
explains Luo.
8 Principles To Build A Strong Foundation For STEM Pathways
Winning back lost customers, keeping customers loyal and helping to impact future
spending decisions are all strong factors in why loyalty programs are influential to
customers... and important for businesses to have. Starbucks, Ulta, Caribou Coffee and
Sephora are among those merchants who already have loyalty programs in place, but
interestingly some of the biggest brands out there do not. Among them? McDonald's.
News recently emerged that McDonald’s is developing a loyalty program in the U.S.,
which will be built upon the chain’s smartphone app released in 2015. As Nation's
Restaurant News first reported, "McDonald’s USA president Mike Andres said that the
program could be a big sales driver for the Oak Brook, Ill.-based burger giant."
Based on what Andres shared at a UBS Global Consumer Conference in early March, it
sounds as if this loyalty program will be strongly based on past consumer purchases, as
well as designed to offer loyalty during a specific time-frame to help drive more
immediate sales. But this model doesn't work for everyone. Various loyalty programs
exist nowadays, with many small businesses still leaning on punch cards for their
frequent visitors while more and more businesses depend on technology to help them
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manage customer loyalty. Either way, the goal is the same... to capture more customer
attention, and specifically, more consumer dollars. As for some favorite programs that
currently exist? Luo shares his thoughts on a few that others may be able to learn from.
The term market organized from the Latin word "macaques" to trade. There are
different perspectives on which a market is explained. It may be a place, an assembly an
area an organization, an act or an assembly of commercial activities. All these converge
on accept that markets perpetuate process exchange leading to satisfaction of needs.
Markets may be viewed from economic, managerial of societal point of view.
The growth from self-sufficient stage through barter to exchange-oriented stage

witnessed creating of market at central prices. This offered a number of benefits to sellers
and buyers.
Human wants are unlimited and repetitive in nature. Business activities aim at
acquiring of wealth, converting in into desired form and making the final product
available for exchange for the satisfaction of human wants. These activities fall under
industry, commerce and trade. These three branches have on common function-the
marketing here means exchange of goods for money or money's worth.
Today there is feeling that marketing activity is concerned only with the flow of
goods from the producer to the consumer. This concept however has changed also to
include flowing of information from the consumer to producer.
In the other words to achieve maximum efficiency in marketing, there must also
be a flow information vis-a-vis is the flow of goods. This information for practical
purposes has to be collected even before a product is planned. Sub sequent information
would also enable the manufacturer to assess periodical changes that are required. That is
why it is very often remarked that marketing starts and ends with the consumer with
information flowing from the consumer to the producer and goods flowing back to the
consumer to the producer and goods flowing back to the consumer from the producer.
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High level of marketing activity is a prerequisite for high level of economic
activity. It has been apply remarked. "Nothing happens until some body sells something".
At present the urgency is for increased marketing and no merely for increased population.
This alone shows the importance of marketing as a potential force that commands
high significance for society as a whole.
“it is not enough to have great qualities, we should also have the abilities to manage
them”. The same concept can also be applied in an organization. For e.g. a company may
produce a very high quality products but it won’t be able to succeed if it fails to manage
or satisfy their customers.
According to Harward Business Review “an exceptionally satisfied customer is 6 times

more likely to buy again as one who is merely satisfied & only 5% increase in customer
loyalty can boost profit from 25% to 85%”.
Thus all these quotes & experts opinion highlights the importance of Customer
Relationship Management. Customers are considered to be king of every business
enterprise and loyal customers are the backbone of their business. So customer
satisfaction is the primary motive of every business which can be attained through
effective CRM (Customer Relationship Management) policy.
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NEED AND IMPORTANCE OF THE STUDY
CRM (Customer Relationship Management) is one of the newest innovations in customer

service today. CRM stands for customer relationship management and helps the
management and customer service staffs cope with customer concerns and issues. CRM
involves gathering a lot of data about the customer. The data is then used to facilitate
customer service transactions by making the information needed to resolve the issue or
concern readily available to those dealing with the customers. This results in more
satisfied customers, a more profitable business and more resources available to the
support staff. Furthermore, CRM Customer Relationship Management systems are a great
help to the management in deciding on the future course of the company.
As mentioned, there is much data needed for the CRM system to work. These fields
include the customer name, address, date of transactions, pending and finished
transactions, issues and complaints, status of order, shipping and fulfillment dates,
account information, demographic data and many more. This information is important in
providing the customer the answer that he or she needs to resolve the issue without
having to wait for a long time and without going to several departments. With just a few
mouse clicks, a customer support representative for example can track the location of the
customer's package or order. This is infinitely better than the cumbersome process of
tracking shipments previously. Furthermore, the customer service representative will also
be able to see the previous concerns of the customer. This is a great help especially if the
customer is calling about the same issue since he or she will not have to repeat the story
all over again. This results in less time in resolving the issue, thus, higher productivity of
the support staff.
CRM Customer Relationship Management systems are also important to the top
management because it provides crucial data like customer satisfaction and efficiency of
service by the frontline crews. A piece of customer relationship management software
will also be able to generate the needed reports for product development or new concepts.
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Furthermore, this system will also be a great help for the top management in deciding the
company's future course of action, whether it involves phasing out one of the products on
the shelves or making adjustments to one of the products sold.
The reports generated by CRM systems are also invaluable to your advertising and
marketing planners, as they will be able to pinpoint which ideas works and which do not.
Because of CRM systems, you will be able to release advertisements or plan marketing
campaigns more in tune with your target market. This will also lead to more responses to
your advertisement and a more effective marketing campaign.
Successful integration of a CRM Customer Relationship Management system in your

company, however, might not be as easy as it seems. The following might give you an
insight why CRM systems fail in some companies... Most companies fail to prepare for
CRM systems. By this, I mean that most companies fail to integrate all the departments
that need to share the information for it to be effective. Furthermore, CRM units scattered
all over the company's departments is often more effective than just making one big CRM
department. This will ensure that each department will get the information and data that
they need.
A CRM system will also help you a lot in expanding your business. As CRM systems are
capable of handling enormous amounts of data, CRM systems will help you a lot in
coping with the increased numbers of customers and data. With a CRM Customer
Relationship Management system installed and properly utilized, you can be sure that all
data is maximized and used to ensure that your business will be successful and your
customers a lot more satisfied than before.
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OBJECTIVES OF THE STUDY
Objectives of Customer Relationship Management:

 Understand customer needs better
 Maintain long term customer relationships
 Be able to pursue a strategy of Relationship Marketing
 Identify individual customers’ needs
 Develop relationships that stretch over several transactions

 Manage that relationship to the benefit of the customer and the company
 To enable the sales team to promote sales effectively through maintaining
customer relation.
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RESEARCH METHODOLOGY
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of social

sciences define research as "the manipulation of things, concepts or symbols for the
purpose of generalizing to extend, correct or verify knowledge, whether that knowledge
aids in construction of theory or in the practice of an art."
TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research
Exploratory Research:
Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more
precise investigation or of developing the working hypothesis forms an
operational point of view.
Descriptive Research:
Diagnostic Research studies determine the frequency with something

occurs or its association with something else.
In this project, information pertaining to customer needs satisfaction and

their demographic profile was collected; hence it is a descriptive research.
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MARKETING RESEARCH:
It is a systematic process of gathering, recording, analyzing and interpreting the
data related to any problem in the field of marketing. This marketing research consists of
various steps. They are as follows
1) Problem formulation.
2) Development of research design.
3) Determine the source of data.
4) Planning and designing data collection forms.
5) Determine sampling plan.
6) Organizing and conducting field survey.
7) Data analyses and interpretation.
8) Report preparation and arrangement to decision makers.
SOURCES OF DATA:
Once the research design has been decided upon the next stage is that of selecting
the source of data. They are primary data, secondary data.
Primary data:
Are those, which are collected fresh and for the first time, and thus happened to be in
original character? The data is gathered through administering the questionnaire.
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Secondary data:
Are those which are already been collected by some one else and which have already
been passed through the statistical process. And source of secondary data organization
report, journal, etc.
Sampling:
The selected respondents constitute which is technically called as sample and the
selection process is called as sampling technique.
Random sampling:
The research study employed random sampling technique which randomly selects the
respondents.
TARGET POPULATION:
Sample unit : customers of Big Bazaar shopping mall, Bhootnath, Lucknow.
Sample size : 100
Sampling method : Simple Random sampling
Research tool : Structured Disguised Questionnaire.
Contact method : Personal Interview
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STUDY AREA :
100 samples were collected for the study, and the respondents are from Lucknow in Uttar
Pradesh
QUESTIONNAIRE DESIGN :
The questionnaire is of structured type, which consists of Closed ended, Open

ended, multiple Choice, and Ranking type of questionnaire to suit the study.
SAMPLING PROCEDURE:
Selections of participants are 100 customers. All the sample units selected at
random. Care is taken to ensure that sample units represent the characteristics near to total
base / units.
RESEARCH METHODS AND TOOLS FOR DATA COLLECTION
The Researcher formulated a structured questionnaire, which were administered

to customer's opinion. The questions are scheduled as predetermined and the order of
questions made for accuracy and compatibility.
The questions are open ended. The questionnaire divided as part-A and part-B.
Part-A is concerned to organization name, address and contact number. Remaining part
has 12 questions.
33
SCOPE AND PERIOD OF THE STUDY
The scope of the study is to identify the customer relationship management
towards Big Bazaar Pvt. Ltd. Primary data was collected from customers. Secondary data
was collected from company manuals, magazines and websites. It is aimed at
enlightening the company about different steps to be taken up to increase the value of
Big Bazaar Pvt. Ltd. with regard other competitors and also make the company to provide
better customer services.
The study was restricted to twin cities. The sample size for this study is 100. The
methodology used for analysis and interpretation is simple percentage method, the period
of the study is 45 days.
LIMITATIONS OF THE STUDY
1) The data collected and findings shown in the project in not full fledged and
therefore cannot be used straight away used in decision making.
2) The sample taken was very small and compared to the total population. The
response received may not be free from bias.
3) The study was limited to the capabilities and willingness of the respondents in
approximately answering the questions.
4) The study was limited to Lucknow city only.
34
INDUSTRY PROFILE
Retail industry largest industry, accounting for are 10% of the country’s GDP and around
8% of the employment retail industry in India is at the cross roads. It has emerged as one
of the most dynamic and fast paced industry with several players entering the market, but
because of the heavy initial investment required break even is difficult to achieve and
many of these players have not tasted success so far.
However the future is promising; the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating operations. Retailing
in India is gradually inching its way towards becoming the next boom industry. The
whole concept of shopping has altered interms of format and consumer buying behavior
ushering in a revolution in shopping in India.
Modern retail has entered India as seen in sprawling shopping centers, multi
strayed malls and huge complexes after shopping, entertainment and food all under one
roof. The Indian retailing sector is at an inflexion point where the growth of organized
retailing and growth in the consumption by the Indian population is going to take higher
growth trajectory. The Indian population is witnessing a significant change in its
demographics.
A large young working population with average age of 24 years, nuclear families
in urban areas, along with increasing working women population and emerging
opportunities in the services sector are going to be the key growth drivers of the
organized retail sector in India.
SOME KEY FACTS
 Retail is India’s largest industry accounting for over 10% of the country’s
GDP and around 8% of the employment.
 The market size of the Indian retail industry is about US $312 billion.
 Retailing in India is gradually inching its way towards becoming the next
boom industry.
 A large young working population with average age of 24 years
35
INDIA’S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key driver of
economic growth in India.
Growth
domestic
product
$973billio
n
Capital
Governmen Formation
t $273 billion
Spending Private final (29%)
$108billion Consumptio
(11%) n
Expenditure
$592billion
(60%)
Utility payments
Consumption
Fuel transportation
Spending
Electricity, water
$350 billion
Communication
Expenditure on
medical &
education
$242 billion
36
The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into same key categories led by food, fashion and
home products.
Fashion
Accessories Consumer
5.5% Durable
Fashion $225b 4%
9.5% $14b
$33.2b
Furniture
3.4%
$12b
Food
62%
Consumption
$217b
Spending
$350 billion
Health,
beauty
&pharmacy
Book & 3.8%
Music $13.3b
1.1%
$3.9b
Leisure&
Telecom
entertainme
1.8%
nt
$6.3b
7.9%
$28b
37
COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates
multiple retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in MuBBAi (BoBBAy), the company operates over 12 million
square feet of retail, has over 1000 stores across 71 cities in India and employs over
30,000 people.
The company’s leading formats include pantaloons, a chain of fashion outlets,
Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar , a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail choice,
convenience and quality and central, a chain of seamless destination malls. Some of its
formats include brand factory, blue sky, all top 10 stars and sitara. The company also
operates an online portal, futurebazaar.com
A subsidiary company, Home solutions Retail (India)limited, operate
Home Town, a large – format home solutions store, collection I , selling home furniture
products and ezone focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the international retailer of the year 2008
by the US – based National Retail Federation (NRF) and the Emerging market retailer of
the year 2008 at the world retail congress held in Barcelona. Pantaloon Retail is the
flagship company of Future Group, a business group Catering to the entire Indian
consumption space .
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THE FUTURE GROUP
FutureBazaar.com is owned and operated by Future Bazaar India Ltd. (FBIL). FBIL is a
part of the Future Group, India’s largest retail conglomerate. FBIL is the e-commerce arm
of the Future Group. The company was incorporated in 2007 and began business in 2008.
As part of India’s largest retail chain, we enjoy the benefits of buying in bulk for the
entire group. Our aim is to get you a great range of products at great prices.
Core Competency of the business…what makes us different from others.!!
 A choice of more than 20,000 products
 Delivery across more than 1500 cities and towns in India covering around 16,000
pin codes
 Fast deliveries – tie ups with world leaders in logistics & transportation services
 A dedicated Customer Care helpline for any queries
 Always offering Manufacturer’s guarantee as opposed to Seller’s guarantee,
which most of the other online shopping sites offer
 Aggressive Prices –FutureBazaar.com has the benefit of leveraging the sourcing
network of the Future Group’s retail chains. This sourcing network straddles a
wide range of product requirements, thus being able to offer us economies of
scale thereby - unbelievable prices to it’s customer.
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 Unmatched Selection of Products and Brands – We have more than 20,000
products which creates the flexibility to offer a large range of choices to
customers. We also have partnerships with most of the brands available in the
country, which allows us to get the latest in the range to our customers. We have
been able to create some major popularity ripples with our corporate clients with
products like mobiles, electronics, laptops, MP3 players, T-shirts, Gift Vouchers
and so on.
 Seamless end-to-end Logistics Solution – We pride ourselves in having built an
end-to-end logistics solution; right from stocking, dispatching, and delivery
confirmation upto post-sales support. Our back-end infrastructure enables us to
service around 15000 pin codes across India.
 Dedicated Customer Care for online customers as well as corporate clients -
We have a dedicated team straddling client servicing, sourcing, logistics and
customer service for all our customers.
 "Our Brand Association" - Most importantly out parentage & association with
humungous retail brands like Big Bazaar, Pantaloons, Central and many more,
lends tremendous amount of trust & credibility to our end consumers.
40
About the Future Group
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
andlogistics .
Led by its flagship enterprise, Pantaloon Retail, the group operates
over 11 million square feet of retail space in over 63 cities and towns and 65 rural
locations across India. Pantaloon Retail was awarded the International Retailer of the
Year - 2008, by the US-based National Retail Federation, the largest retail trade
association and the the Emerging Market Retailer of the Year 2008 at the World Retail
Congress in Barcelona.
Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas, as espoused in the
group’s core value of 'Indian ness'. The group's corporate credo is, 'Rewrite rules,
Retain values'. More about Future Group.
41
The FutureBazaar.com Promise:
Manufacturer’s warranties on all products
Future Bazaar sells only original products from authorized dealers; so all applicable
products carry the original manufacturer’s warranty. Customers can visit any of the
authorized service centers of the manufacturer if required. The invoice accompanying the
product is your warranty document, so please preserve it.
Guaranteed Delivery
Future Bazaar guarantees to deliver the exact product you selected, without defects. In
case you have received a different product, or if the product was damaged in transit,
please let us know and and we will ensure that we replace the product or ensure that your
money is refunded
Please note that delivery times vary according to products. 95% of our deliveries take
place within the committed time period. For the occasional delays, we will contact you
and update you about the status.
Secure Payments
We are committed to ensuring that no payment misuse happens, so we work with banks
and payment gateways to ensure that your information is protected. Payments are
protected both by us and by the policies of your bank, and the chances of fraud in these
channels are actually very low.
42
We also have a Risk Management team that scrutinizes all payments to ensure that
there are no fraudulent transactions. Our office address is also available for any one who
wishes to contact us in person. Moreover, being part of India’s largest retail company
with a presence all over India, we are omnipresent!
Our Simple 15-Day Return Policy - No questions asked!
If you have purchased something at FutureBazaar.com and the product did not meet your
expectations or does not fit your needs, then you can return the product to us, no
questions asked, as long as it is in its original packaging and accompanied by its invoice.
Just contact our Customer Care and we’ll arrange to pick up the product from your home
- simple.
Prompt Customer Support
Our Customer Care is manned by dedicated personnel, who can take decisions and
resolve your problems. They are empowered to solve your problems and are aware of the
processes and means to handle them. In case they cannot solve the problem at their end,
they will trigger the required action on your behalf or advise you the best possible
method to a successful fulfillment of all your queries/issues. Be assured that when you
call us, your call is being taken seriously.
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Values:
o Indian ness: confidence in ourselves.
o Leadership: to be a leader, both in thought and business.
o Respect & Humility: to respect every individual and be humble in our
conduct.
o Introspection: leading to purposeful thinking.
o Openness: to be open and receptive to new ideas, knowledge and
information.
o Valuing and Nurturing Relationships: to build long term relationships.
o Simplicity & Positivity: Simplicity and positivity in our thought, business
and action.
o Adaptability: to be flexible and adaptable, to meet challenges.
o Flow: to respect and understand the universal laws of nature.
Mission:
We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating retail
realty, making consumption affordable for all customer segments – for classes and for
masses.
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We shall infuse Indian brands with confidence and renewed ambition.
We shall be efficient, cost- conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.
Sone Ki Chidiya
When the Mughals first came to India they were drawn by the lure of her fabulous wealth
- India was known as the "Sone Ki Chidiya," literally - "The Golden Bird".
According to economic historian Angus Maddison in his book The World
Economy: A Millennial Perspective, India had the world's largest economy in the 1st
century and 11th century, with a 33% share of world GDP in the 1st century and 29% in
1000 CE. During 1700 AD, Mughal era, India’s share was 24%, more than the whole of
Western Europe. It came down to 3.8% in 1950s. Paul Kennedy, in his highly regarded
book, The Rise and Fall of the Great Powers: Economic Change and Military Conflict
from 1500 to 2001 estimates that in 1750 India's share of the world trade was nearly 25
percent. It came down to 0.5% in the 1960s and now stands at around 1.5%.
The Indian economy is once again at the centre of the global attention. As domestic
consumption drives economic growth in India, Future Group hopes to play a pivotal role
in bringing back the Sone Ki Chidiya.
45
Awards:
Images Fashion Forum 2011
 Most Admired Fashion Group Of The Year - Future Group
 Most Admired Private Label - Pantaloons, the lifestyle format
 Critics Choice For Pioneering Effort In Retail Concept
Creation - Central
Coca-Cola Golden Spoon Awards 2010
 Most Admired Food & Grocery Retailer Of The Year
 Most Admired Food Court
 Most Admired Food Professional
Indian Retail Forum Awards 2009
 Most Admired Retail Company of the year - Future Group
 Retail Face of the Year - Kishore Biyani
 Best Retailer Of The Year ( Hypermarket) - Big Bazaar
Future Group was awarded the Most Admired Retail Company of the year
by the Indian Retail Forum at a glittering ceremony organized in MuBBAi. Mr. Kishore
Biyani also won Retail Face of the Year.
46
India Retail Forum (IRF) is a platform for intellectual insights and
information exchange for the retail business in the Indian subcontinent. The forum
presents the business of retail in the region to a global audience, with the express aim of
facilitating understanding about and encouraging investment in this massive marketplace.
Big Bazaar, the value format of Future Group bagged the Best Retailer of the Year
( Hypermarket).
The INDIASTAR Award 2009
 Food Bazaar: Best Packaging Innovation
Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for
its private label brand Fresh And Pure Chakki Atta.
INDIASTAR Award is a biennial event which aims to promote and encourage excellence
in packaging design, innovation and technology. The contest was established in 1972 and
is considered as the most popular and premier event for India’s packaging fraternity. This
year there were around 357 entries and the participants had to submit a sample of their
designs for selection.
With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to win
the prestigious INDIASTAR Award.
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Retail Asia Pacific 500 Top Awards 2009
 Gold Winner -Top Retailer 2009 Asia Pacific
Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that
appraise, raises and recognizes the development and growth of retailing throughout the
Asia Pacific region.
Coca-Cola Golden Spoon Awards 2009
 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.
 Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar.
 Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.
 Most Admired Retailer of the Year - Dynamic Growth in Network Expansion
across Food, Beverages & Grocery: Future Group.
 Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big
Bazaar.
 The Coca-Cola Golden Spoon Awards 2009, were given away for the first time as
a culmination of the ‘Food Forum India 2009’ - a two day convention which saw
the participation of leading brands, retailers & retail support organizations from
across the globe. The awards were presented to honour enterprise, innovation and
achievement in the food retailing business as a benchmark of excellence.
Future Ventures:
48
Future Ventures, seeks to promote and participate in innovative and emerging business
ventures in India. The company intends to play a role in powering entrepreneurship, by
promoting or participating in diverse business activities, primarily in “consumption-led”
sectors in the country, which it defines as sectors whose growth and development will be
determined primarily by the growing purchasing power of Indian consumers and their
changing tastes, lifestyle and spending habits.
The company will also participate in businesses where it exercises control or influence,
and can add value as active shareholders, by utilizing the experience and knowledge of
the Future Group, and specifically its parent, Pantaloon Retail
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Meet India's King of Retail
Pantaloon's Kishore Biyani has become India's largest retailer, but still has several aces
up his John Miller shirtsleeves.
In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He has the
knack of catching rivals off-guard and striking where it hurts most.
And now that he's set himself the task of retaining control of the largest retail space in the
country, he won't let anyone - suppliers or international promoters included - catch him
slacking.
The latest to face the wrath of the 43-year-old is South African hypermarket Shoprite,
which opened shop in MuBBAi [ Images ] last month through a franchise agreement with
local company Normal Lifestyle.
The hypermarket began retailing products from big boys Nestle [ Get Quote ], Unilever
and Procter & Gamble at consumer discounts of 20-30 per cent, lower than even Biyani's
purchase prices in his Big Bazaar and Food Bazaar stores.
Instead of chewing his nails, Biyani turned confrontationist, asking why the
multinationals were offering Shoprite better prices, even withdrawing Nestle products
from his stores when the company did not respond.
Two days later the Nestle products were back, but not before the company had clarified
its stance. Says Biyani, "Shoprite is involved in predatory pricing. There are rules against
this in every part of the world."
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But as a result of his tough stance, the three MNCs have asked Shoprite to roll back the
offers or face withdrawal of supplies, he says.
And he was proved right when the Kolkata Pantaloon store became a raging success and
Biyani stepped on to the turf as a super retailer.
Other professionals have wondered where Biyani picked up the tricks of the retailing
trade. Some he learned from his own mistakes, he admits. Others he picked up from the
big boys of international retail.
"I read every book on Sam Walton, Macy's, Marks & Spencer and management gurus like
Tom Peters whose book 'Reimagine' impressed me." Even now he reads a management
book every fortnight - Stephen Covey, Robert Kaplan or James Collins.
But unusual as it might seem, he also made it a point to stay away from these stores. The
reason: "By going to a Wal-Mart or a Macy's, you could get overwhelmed into thinking
that was the best model and stop learning," he says.
51
Mr.Gopikishan Biyani, whole time Director
Gopikishan Biyani is a commerce graduate and has more than twenty years of experience
in the textile business.
Mr.Rakesh Biyani, Whole time Director
Rakesh Biyani is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. Vijay kumer chopra, Independent Director
V.K Chopra is a fellow member of The Institute of chartered Accountants of India (ICAI)
by profession and is a certified Associate of Indian Institute of Bankers (CAIIB). His
banking career spans over 31 years and he has served senior management position in
Central Bank of India, oriental Bank of commerce, SIDBI , Corporation Bank and SEBI.
52
Major Milestones
1987 Company incorporated as man wear private Limited. Launch of pantaloons

trouser,
India’s first trouser brand.
1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer(IPO)was made in the month of may.
1994 The Pantaloon Shoppe – exclusive menswear Store in franchisee format launched
across the nation. The company starts the Distribution.
1995 John miller – formal shirt brand launched.
1997 Company enters modern retail with the launch of the first 8000 square feet store,
pantaloons in Lucknow.
2002 Three Big Bazaar stores launched within a span of 22 days in kolkata, Bangalore
and Lucknow.
2003 Food Bazaar, the supermarket chain launched.
2005 Central- India’s first seamless mall is launched in Bangalore.
2006 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus
League clothing and-Planet-Retail. Sets up India’s first Real Estate investment
fund kshitijti build a chain of shopping malls.
53
2007 Future Capital Holdings, the company’s financial is formed to manage over $ 1.5
Billion in real estate, private equity and retail infrastructure funds.
Plans forays into retailing of consumer finance products. Home Town, a home
building and improvement Products retail chain is launched along with Consumer
durables format, Ezone and furniture Bazaar.
Future Group enters into joint venture Agreements to launch insurance products
with ltalian insurance, major,Generali,Forms joint ventures with US office
stationery Retailer, staples.
2008 Future Group crosses $1 billion turnover mark Specialized companies in retail
media, Logistic, IPR and brand Development and Retail – led technology services
become Operational. Pantaloon retail wins the International retailer of the year at
US Based national retail federation convention in New York and Emerging
retailer of the year Award at the world retail congress held in
Barcelona.futurebazaar.com becomes India’s most popular shopping portal.
2009 Future capital Holdings becomes the second Group Company to make a
successful initial Public offering in the Indian capital markers. Big Bazaar crosses
the 100 – store mark, Marking one of the fastest ever expansion of A hypermarket
format anywhere in the world. Total operational retail space crosses 10million
Square feet mark. Future group acquires rural retail chain, Uttar present in 65
rural locations.
54
STORE STRUCTURE
STORE
MANAGER
ASSISTANT
STORE
MANAGER
DEPARTMENT
MANAGER
ASSISTANT
DEPT
MANAGER
TEAM
MEMBERS
55
DEPARTMENTS
DEPARTMENTS SUBDEPARTMENT
 CLOTHING Children
Ladies wear
Men’s wear
 HOME FASHION Bath linen

Kitchen linen
Table linen
Homes accessories
 FASHION ACCESSORIES Jewelry

Hand bags
Sunglasses & watches
 FOOT WEAR Nike

Reebok
LUGGEAGE Bags
Trolley and suitcase
 PLACTICS,UTENCILS Crockery
& CROCERY Plastics
Utensils
 BLUE SKY Fashion accessories
56
 COMMUNICATIONS Accessories
Carrier
Hard ware
 CURE & CARE Non prescription
 DEPOT Books
Multimedia
Stationary
 ELECTRONICS Consumer durables

Computer accessories
Personal electronics
 FOOD BAZAAR Fruits and Vegetables

Chef zone
Chill zone
 LEE COPPER Lc ladies

Lc men
 LOOT MART Kids Accessories

Ladies Accessories
Men’s Accessories
 NAVRAS Precious jewelry
 STAR & SITARA Personal Grooming
57
DATA ANALYSIS AND INTERPRETATION
TABLE: 1
1) How do you know about this Big Bazaar?
TOTAL NO OF PERSONS PERCENTAGE

Advertisement 55 55%
Friends& Relatives 45 45%
Interpretation:
The analysis of the above table show that 55% of respondents know by Advertisement
and 45% of Respondents know by Friends & Relatives.
58
TABLE:2
2) What products do you like to purchase in our mall?

Electronic Goods 26 26%
Cloths 21 21%
Toys 17 17%
Food items 36 36%
Interpretation:
The analysis of the above table show that 26% of respondents electronic goods, 21% of
respondents cloths, 17% of respondents toys and 36% of respondents are food items
purchasing in the mall .
59
TABLE: 3
3) Do you feel that our products are lesser price by comparing other
mall ?

Mostly Agree 63 63%
Strongly Agree 22 22%
Mostly Disagree 10 10%
Strongly Disagree 5 5%
Interpretation:
The analysis of the above table show that 63% of respondents mostly agree, 22% of
respondents strongly agree, 10% of respondents mostly disagree and 5% of respondents
strongly disagree about product prices in the mall.
60
TABLE: 4
4) Do you satisfied with the Big bazaar offers?

Mostly Agree 62 62%
Strongly Agree 23 23%
Mostly Disagree 11 11%
Strongly Disagree 4 4%
Interpretation:
The analysis of the above table show that 62% of respondents mostly agree, 23% of
respondents strongly agree, 11% of respondents mostly disagree and 4% of respondents
strongly disagree about offers in the mall.
61
TABLE: 5
5) Do you feel that our associates are given good service to you?

Good 22 22%
Satisfactory 56 56%
Average 18 18%
Poor 4 4%
Interpretation:
The analysis of the above table show that 22% of respondents good, 56% of respondents
satisfactory, 18% of respondents average and 4% of respondents are feel poor services
giving in the mall.
62
TABLE: 6
6)How do you feel about the time taken by the customer service department
Of this mall in meeting your needs?

Very quick 32 32%
Delayed 15 15%
Responsive 53 53%
Interpretation:
The analysis of the above table show that 53% of respondents very quick, 32% of
respondents delayed and 15% of respondents responsive about customer service
department.
63
TABLE: 7
7) Are you feeling comfortable by shopping in this mall?

Good 32 32%
Satisfactory 43 43%
Average 23 23%
Poor 2 2%
Interpretation:
The analysis of the above table show that 32% of respondents good, 43% of respondents
satisfactory, 23% of respondents average and 2% of respondents are feel poor
comfortable by shopping in this mall .
64
TABLE: 8
8) What is the reason select Big Bazaar for shopping?

Lesser Price 33 33%
Good Service 19 19%
Convince 22 22%
Availability of products 26 26%
Interpretation:
The analysis of the above table show that 33% of respondents lesser price, 19% of
respondents good service, 22% of respondents convenience and 26% of respondents are
availability of products their select the Big bazaar for shopping.
65
TABLE: 9
9) In a month how many times you visited this mall?

One time 34 34%
Two times 32 32%
Three times 23 23%
More than three 11 11%
Interpretation:
The analysis of the above table show that 34% of respondents one time, 32% of
respondents two times, 23% of respondents three times and 11% of respondents are more
than three times visiting the mall.
66
TABLE: 10
10) How do you find the ability of this mall compared to other city?

Excelent 13 13%
Satisfactory 38 38%
Good 42 42%
Poor 7 7%
Interpretation:
The analysis of the above table show that 13% of respondents excelent, 38% of
respondents satisfactory, 11% of respondents good and 7% of respondents are feel poor
about ability of this mall.
67
TABLE: 11
11) Will you suggest this mall to your friends/relatives?

Yes 82 82%
No 18 18%
Interpretation:
The analysis of the above table show that 82% of respondents yes and 18% of
respondents no.
68
TABLE: 12
12) How do you rate the overall experience with this mall?

Excelent 18 18%
Satisfactory 41 41%
Good 36 36%
Poor 5 5%
Interpretation:
The analysis of the above table show that 18% of respondents excelent, 41% of
respondents satisfactory, 36% of respondents good and 5% of respondents are feel poor
about their overall experience in the mall.
69
FINDINGS
On the basis of information on survey of customer relationship management and data

gathered by administering schedules to customers which is analyzed, the following
observations are made.
 From the data analysis it is found that more number of respondents know the big
bazaar through advertisement.
 From the data analysis it is found that maximum respondents are purchasing food
items in the mall .
 From the data analysis it is found that when compare to other malls, more number
of respondents mostly agree about product prices are lesser in this mall.
 From the data analysis it is found that maximum of respondents mostly agree
about offers in the mall.
 From the data analysis it is found that maximum of respondents satisfying from
the associates services in the mall.
 From the data analysis it is found that more number of respondents are respond
the very quick service is giving customer service department.
 From the data analysis it is found that more number of respondents satisfy by
shopping in the mall.
70
 From the data analysis it is found that more number of respondents like to shop in
Big bazaar because of lesser price.
 From the data analysis it is found that more number of respondents are visiting
only one time in a month.
 From the data analysis it is found that most of the respondents satisfying the
ability of this mall when compare to other city.
.
 From the data analysis it is found that most of the respondents are suggest to their
friends/relatives about the mall.
 From the data analysis it is found that more number of respondents satisfy about
their overall experience in the mall.
71
CONCLUSION
• Growth of CRM facilitated by growth of IT.
In this age of Information Technology an effective IT planning on the CRM can help the
organization earn a lot of repute.
• New database solutions.
This will help to filter and clean the raw data received from feedbacks more efficiently.
• Mutual benefit through CRM.
The stores and their customers can mutually benefit through the application of CRM. So
at this “era of customers”, the companies should project themselves as customer oriented
as possible to help them benefit in a long term survival plan.
• Effective segmentation of customers.
With more and better quality of data, this can be done very easily.
• Enhancing the shopping solutions.
This is the age of innovation. Especially in Indian markets, low cost innovation is the
ultimate tool to win the battle for the companies. Thus, the companies need to be
innovative with their ideas and always try to deliver the customer with some added value
for their purchase.
72
SUGGESTIONS
1. Big bazaar management should concentrate on electronic goods and cloths for
Improving the sales of those products.
2. Big bazaar management has to give more offers to their products for generating sales.
3. Big bazaar sales persons should improve their skills to give good service to the
customers.
4. Customer service department should increase their response time to the customer
needs.
5. Big bazaar management has to maintain proper sequence while arranging the
products then only all products are visible to the customers.
6. Big bazaar should increase the availability of all brands.
7. Big bazaar management should improve the home delivery service.
8. Big bazaar management should increase volume of toys in the mall to attracting the
children’s to buy those products.
73
BIBLOGRAPHY
Authors Name Title Publication/Edition
Phillip Kotler Principles of marketing 12th Edition, 1980
Rjan Saxena Marketing management 3rd Edition, Tata McGraw Hill Education (2005)
Jagdish.Seth Customer relationship mgt 3 Edition, Springer; (15 May 2018)
Web sites :-
 www.bigbazaar.in
 www.bigbazaar.com
 www.bigshoppingmall.com.
 www.pantaloons.com
74
ANNEXURE
Q1) How do you know about this Big Bazaar? [ ]
a) By advertisement b) Friends & Relatives
Q2) What products do you like to purchase in this mall? [ ]
a) Electronic Goods b) Cloths

c) Toys d) Food items
Q3) Do you feel that big bazaar products are lesser price by comparing other malls? [ ]
a) Mostly Agree b) Strongly Agree

c) Mostly Disagree d) Strongly Disagree
Q4) Do you satisfied with big bazaar offers? [ ]
a) Mostly Agree b) Strongly Agree

c) Mostly Disagree d) Strongly Disagree
Q5) Do you feel that our associates are given good service to you? [ ]
a) Good b) Satisfactory
c) Average d) Poor
Q6) How do you feel about the time taken by the customer service department
Of this mall in meeting your needs? [ ]
a) Very quick
b) Delayed
c) Responsive
Q7) Are you feeling comfortable by shopping in our mall? [ ]
a) Good b) Satisfactory
c) Average d) Poor
Q8) What is the reason select Big Bazaar for shopping? [ ]
75
a) Lesser Price b) Good Service
c) Convince d) Availability of products
Q9) In a month how many times you visited this mall? [ ]
a) One time b) Two times

c) Three times d) More than three
Q10) How do you find the ability of this mall compared to other city? [ ]
a) Excellent b) Good
b) Satisfactory d) Poor
Q11) Will you suggest this mall to your friends/relatives? [ ]
a) Yes b) No
Q12) How do you rate the overall experience with this mall? [ ]
a) Excellent b) Satisfactory
c) Good d) Poor
76

Summer Training Report ON "What Makes Customer Driver in To The Store (Customer Loyalty) "

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SUMMER TRAINING REPORT

Towards partial fulfillment of

Submitted To : Submitted By:

IISE GROUP OF INSTITUTIONS, LUCKNOW

CUSTOMER DRIVER IN TO THE STORE (CUSTOMER LOYALTY)" in partial

Administration (BBA) is a record of original training undergone by Rakesh Kumar

Management Studies, IISE GROUP OF INSTITUTIONS, LUCKNOW, under my

Degree/Fellowship or other similar title to any candidate of any University.

Place: Lucknow Signature of Guide

Date: Mr. Ashutosh Srivastava Sir

Submitted to the Department of Management Studies, IISE GROUP OF

project entitled "WHAT MAKES CUSTOMER DRIVER IN TO THE STORE

other University or Institute for the award of any degree.

Date: Rakesh Kumar Jaiswal

Place: BBA 3rd Year

Roll No.: 1707985071006

research which is a part of my BBA program.

support throughout my research.

vital information which forms a part of this report.

me a lot to complete this project report.

2. NEED & IMPORTANCE

5. SCOPE AND PERIOD OF STUDY

9. DATA ANALYSIS & INTERPRETATION

What is Customer Loyalty?

Customer Loyalty Program

Late 19th To Early 20th Century - Stamps

1980s - Frequent Flier & Cashback Programs

1995 - Card-Based Programs

2000s - Mobile App Loyalty Programs

Current Landscape Of Customer Loyalty Programs

check_circle70% of members consider Loyalty Programs to be part of their relationship

Increase In Repeat Sales

Builds A Healthy Relationship With Your Customers

Leads To An Increase AOV (Average Order Value)

Improves Brand Perception

How Customer Loyalty Program Boosts Sales?

1). By Increasing Customer Retention

 There are few ways a company can increase clv

3). By Increasing Brand Awareness & Brand Recall

Best Loyalty Programs

A Winning Loyalty Program

Types Of Loyalty Programs

Point-Based Loyalty Program

5 Ways To Add Value To Your Customer Loyalty Program

1Communicate With Your Customers

2Reward For Initial Engagement

3Reward Your Customers Creatively

5Offer Innovative Rewards

The Metrics You Need To Measure Your Loyalty Program

Why Loyalty Programs Fail

Artificial Intelligence & Machine Learning Powered Loyalty Programs

Here's how AI will impact Loyalty Programs:

Memory Prescriptive Analytics

Memory Intelligent Interfaces

Customer Service & Loyalty

 78 percent of customers cancelled a transaction or intended purchase after poor

 96 percent of customers don't bother to complain to the business, and 91 percent

3. Train Your Staff