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INDEX
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I would like to thank, my project mentor and guide, Mr. Aditya Shastri CEO, Entertainment
Division, Gitanjali for his support and guidance during the summer internship program. His
inputs and suggestions for the project completion were invaluable. His style of management of
providing freedom and independence during the course of project really helped in successfully
completing the project in novel and independent ways.
I am also thankful to Mr. Dhanajay Kumar, Head Ecommerce, Gitanjali for valuable suggestions
throughout this study. His recommendations and support was quite helpful for a smooth
transition during the project.
Rahul Bhole
Jamnalal Bajaj Institute of Management Studies
Summer Intern, 2010 – Gitanjali Lifestyle Ltd.
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Gitanjali Group is one of India’s largest integrated diamond and jewellery companies
established in 1986. Approximately 1,246 retail outlets, covers 500,000 Sq. ft of retail space in
India and 143 outlets in the U.S.
Gitanjali Lifestyle Ltd. is the retail arm of Gitanjali group which includes:
It is a specialized off shoot of the Maya retail chain from Gitanjali Lifestyle.It is a chain of high
end fashion stores showcasing multiple designer labels and more, all under aone roof. It
includes occasion wear and stylized accessories for those special days that call for a special
signature style.
3. Lolita
Lu by Lolita is a global retailer, selling an exclusive range of women's clothing and fashionable
accessories. Lolita entered India thorough franchising route which is grabbed by Gitanjali
Lifestyle.
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4. Santa Barbara Polo & Racquet Club (SBPRC)
Santa Barbara Polo & Racquet Club is men’s wear brand launched in India by Gitanjali Lifestyle.
5. Hoop
It is a one-stop shop for jewellery and fashion accessories for the youth with a focus on Tier 2
and 3 cities. It offers a range of unique and differentiated merchandise including fashion
jewellery, watches, and eyewear and the latest as well as trendiest mobile phones and
accessories at affordable prices.
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As retail stores of Gitanjali are in very nascent stage, company has not yet established any
sophisticated system for Customer Relationship Management and Customer Loyalty. Customers
are unaware of Gitanjali’s different type of format stores, so cross selling within the group is
not possible. Stores do not maintain databases of customers so profiling of customers on the
basis of different parameters, contacting customers for various schemes and maintaining good
relationship, also other long term marketing activity for retail stores is not possible.
1. Develop a single Customer Relationship Management system for the four retail chains of
Gitanjali Lifestyle Ltd. which includes
1. Maya Salasar
3. Lolita
2. Acquire new customers and retain existing customers through new CRM system.
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What is CRM?
CRM is a better understanding of customer behavior and needs and develop and implement
business strategies and support Technologies that bridge the gap between current
performance and potential of a company in customer acquisition, growth and customer
loyalty.
The focus is to increase management and optimize the customer life cycle and the creation of
proper relationship between business functions, sales force and customers, which in turn helps
a company's productivity.
Sales Forecasting: helps in analyzing and forecasting future sales objectives and targets
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Product eCatalog: Necessary for the exact specifications and prices
2. Customer Service
Features, schedules and dispatches people, parts and materials added time, cost and
time associated with service contracts
A CRM solution can provide real-time access to data stored to a client and related topics. Sales
force by the analysis of data can create sales forecasts, manage the interaction with customers
to develop more efficient and to manage sales pipeline. Support team thanks to the
information available at the touch will able to give personalized customer service. According to
the Pareto principle, 20 percent of customers account for 80 percent of the profits of a
company. It 'absolutely must do everything possible to retain the loyalty of these customers.
Other significant advantages of a CMR solution include the ability to:
1. Give better customer service
2. Increase revenue per customer
3. Efficiently manage sales
4. The products sell better
5. Help sales staff accounts fastest
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6. Make call centers more efficient
7. Streamline marketing and sales processes
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Issues that need to tackle:
1. Single CRM system for four retail chains
2. CRM backed by customer loyalty programs
3. Profiles of customers at four stores is different
4. Cross selling at all four stores
5. Maintaining and using databases for marketing purposes
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5.1 Understanding Customer Profiles for Four Stores
1. Maya Salasar:
Average purchase by single customer in single purchase: Approx. 15000 (3-4 pieces)
These stores are newly opened so authentic data for these stores is not available.
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5.2 Designing Reward System for Customers
Earning points at Different Stores
Reward Point earning at Maya Weddings and Occasions, SBPRC and Lolita:
2 Points/ Rs.100
Club Life Silver Club Life Gold Club Life Platinum Club Life Lolita
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5.3 Enrollment for Reward Program
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5.4 Card Design
Your Photo
Name: X Y Z
Your Photo
Name: X Y Z
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5.5 Membership Benefits
Benefits Club Life Silver Club Life Gold Club Life Platinum
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5.6 Other benefits of Club Life
Option 1:
Tie-Up with one theatre chain (Cinemax/PVR/Big Cinemas) and one hotel chain (Pizza
hut/Domino’s etc.) to give 5% discounts when customer shows his/her Club Life card (Gold,
Platinum, Lolita)
Advantage:
Option 2:
Give customer an option of redemption of his/her reward points against Gift Vouchers which
will be made available at cash counters of the store
B. Non Gitanjali:
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Option 3:
Quarterly lucky draws for Club Life members across 4 stores as follow:
Because of the constraints like location of these stores and different target customers for
some time this scheme can be run in 2 groups.
- Purchase for at least 20000 in 3 months at any of the three stores and get eligible for
lucky draw
- Prizes: 1st: worth 3500
2nd: worth 2000
- Offer different prizes on different Quarterly lucky draws like
o Gift Vouchers of Gitanjali Group stores like Gitanjali Jewels, Nakshatra,
D’damas etc.
o Bonus Reward Points for club life members ( i.e. 5000 reward points and 2000
reward points)
o Gift Vouchers of hotel chains, theatre chains etc.
- Purchase for at least 15000 in 3 months at Maya Salasar and get eligible for lucky draw
- Prizes: 1st : worth 2500
2nd: worth 1000
- Offer different prizes on different Quarterly lucky draws like
o Gift Vouchers of Gitanjali Group stores like Gitanjali Jewels, Nakshatra,
D’damas etc.
o Bonus Reward Points for club life members ( i.e. 4000 reward points and 1000
reward points)
o Gift Vouchers of hotel chains, theatre chains etc.
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Option 4:
1. When customer of Club Life Silver/Gold/Platinum purchase at Lolita stores he/she will earn
double points. (Half of these points he/she has to spend at Lolita only)
E.g.
If customer is Club life Silver card holder and his purchases at Lolita stores is Rs.10000/-
2. When customer of Club Life Lolita purchase at Maya Salasar/Maya Weddings/SBPRC stores
he/she will earn double points. (Half of these points he/she has to spend at Maya
Salasar/Maya Weddings/SBPRC Only)
E.g.
If customer is Club life Lolita card holder and his purchases at Maya Weddings stores is
Rs.10000/-
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Option 5:
My Club Life:
Give double points if customer (Club Life Member) purchases some specific item/products.
Option 6:
Give 5-8% discount for club life members at various stores of these brands.
For this we will print booklet of these brands which will include store locations of these brands,
information on these brands and discounts offered for club members at these stores.
Option 7:
We can give option to customer to burn points online with our E-commerce enabled websites.
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5.7 General Rules
1. Club Life Membership Program will run across four stores Maya Salasar, Maya Weddings
and Occasions, SBPRC and Lolita
2. Customer can buy at any of these stores and earn points that will get added to his account
immediately. Points can be earned only on cash amount.
5. Customer will get advantage of different club memberships through these points. (Refer
Membership Benefits)
Customer needs to purchase minimum of Rs. 1000 from his/her date of membership to the
Expiry date of membership or else membership will be nullified (This needs to be
communicated with customer through statements)
7. Reward points accrued under the Club Life Membership Program by one person cannot be
transferred to other person in the same program/different program
8. Any dispute should be referred to the company and decision of company shall be final
1. Value of the reward points is calculated according to customer’s membership status at the
time of redemption.
4. Customer can redeem reward points subject to minimum reward points in the account
should be 100
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6.1 Customer Enrolls for the Program
e.g. 1. @ Lolita emphasis should be on advantages and points earnings at Lolita stores,
Maya Weddings and Occasions, SBPRC. Less emphasis on Maya Salasar should be
given.
- DOB and Anniversary date (If married) (This is required for special birthday
and anniversary discounts under membership benefits)
- Welcome Kit will involve personalized thanks giving letter with respective
Club Life card (With printed name, Customer ID and Expiry date).
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6.2 Earning/Redemption of reward points
Staff asks NO
customer “Are Staff will brief on Club Life
you a Club Life Membership (Check flowchart no. 1)
card holder?”
YES
- Staff at the counter after calculating bill amount redeems the points from
customer’s account
- Staff needs to ask customer how much point he/she wishes to redeem
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1. After enrolling to the program enrollment form needs to be send to the CRM team. CRM
Team will open customer’s account with details and send welcome kit to the customer’s
address within 7 days.
2. Monthly Statements of reward points with exclusive schemes at any of the Gitanjali’s
stores can be sent to the customer. Exclusive offers from Maya Salasar, Maya Weddings and
Occasions, SBPRC and Lolita, Other stores from Gitanjali Group like Gitanjali Jewels etc.
3. New arrivals at the store, new store openings need to send to customer.
Option 2: Send statements quarterly and new arrivals as and when comes (Restricts to
3 letters quarterly including statements)
Option 3: Make option 2 default but ask customer at the time of enrollment whether
he/she want to receive monthly updates
4. Personal Invitations to the events at four stores (Maya Salasar, Maya Weddings and
Occasions, SBPRC and Lolita) as promised in the benefits to memberships
7. Send SMS to wish club member on his/her birthday and invite him to the store to get
Birthday Discount.
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7.1 Club Life Membership Form
Personal Details
1 Full Name*:
First Name Middle Name Surname
(Name will appear on your Club Life Card)
2 Gender* :
3 Date of Birth* :
(DD/MM/YYYY)
4 Marital Status*:
(Single/Married)
5 If Married, Date of Anniversary:*
(DD/MM/YYYY)
Contact Details
1 Occupation
(Service/Businessman/Student/Housewife etc.)
2 I'm Interested in :
Apparels Fashion Accessories
Jewellery Other, Please specify
Watches
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Date-
* Mandatory fields
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7.2 Cost Centers
Sr. Break-up of Cost
No Cost Centre centre Activities
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7.3 Functionality
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7.4 Fields to Capture
From From
System Customer Customer From Customer
Generated From Customer Form From Customer Form Form Form Form
Age Email Id Mobile No. Residential phone Address Line 1 Address Line 2
From From
Customer Customer From Customer From Customer
From DOB Form Form Form Form From Customer Form
From
From Customer From Customer From Customer From Customer Customer
Form Form From Customer Form Form Form Form
From From
Customer Customer
Form Form
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Value of
Store where points
Club Life Membership Date of joining customer joined Points accumulated
(Silver/Gold/Platinum) the program Club Life Location Accumulated in Rs.
From
From Customer From Customer Customer System System
System Generated Form Form Form Generated Generated
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Other Fields:
Customer
ID User Id Password
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7.5 Short Messaging Service
Sr No Activity Message
Dear "First name of customer", Welcome to
Club Life program of Gitanjali Lifestyle. Now
you can earn points at Maya Salasar, Maya
1 Customer enrolls to the program Weddings and Occasions, SBPRC and Lolita
Dear "First name of customer", Welcome Kit
for Club Life program has been sent to your
2 Welcome Kit address
Dear "First name of customer", your Club Life
membership is changed to "Membership
name”. Please visit our site to view the
3 Customer membership changes changes which we will update soon
Dear "First name of customer" we wish you a
very happy" birthday/anniversary". Avail our
special Club Life offers at nearest store only
4 Birthday / Anniversary for you. Offer valid for 7 days.
Dear "First name of customer" avail our
5 New offers/ arrivals special offers only for you
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7.6 Website
About Gitanjali
Link to Gitanjali
group website
Contact
Sitemap Disclaimer Us
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1. Special sitting rooms for 5-6 persons at some locations to relax from shopping can be
arrange Exclusively for Platinum and Lolita card holder
2. We can go for Gitanjali Lifestyle’s own “Gift Vouchers” which will be valid across four stores
Advantage:
This will provide customer better option as more and more retail stores are opting for gift
vouchers
3. If there are any sales schemes in the store and it is opening on some specific date, open the
scheme for members one day in advance and communicate this to the members
4. Website
3. Customer can create login here and track and modify his details (Reward points)
5. Use of existing call center to solve customer queries regarding reward points, use of card,
membership benefits
6. Exclusive discounts for preferred brands for members: Some private label brands can be
identified for this discount.
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7. CRM teams should be responsible for handling all the backend activities
CRM for Maya CRM for Maya CRM for SBPRC CRM for Lolita
Salasar Weddings and
Occasions
8. Communication at retail:
4. Through display boards showing some in store discount offers exclusively for Gold
and Platinum card holder.
9. Feedback?
Take regular feedback to measure effectiveness and perception of the whole program.
A. New software.
11. Call center and floor staff need to train for CRM handling.
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1. Gitanjali Group Annual Reports
Thank You…!!!
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