CUSTOMER RELATIONSHIP MANAGEMENT

PRESENTED BY

Garima Thakker 13 Mitali Baxi 23 Palash Jain 25 Thomas Joseph 44 Vatsalya Jalan 48

CONTENTS
Introduction STPR ERP SCM Brand Building & Brand Equity Data Warehousing Data Mining Conclusion

ABOUT WESTSIDE
Established in 1998 part of the Tata Group, operated by Trent Ltd.

First of its kind, introducing the idea of having a retail outlet chain in India

Current position - has established 49 stores (measuring 15,000 - 30,000 square feet each) in Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Gurgaon and many other cities of the country.

SEGMENTING, TARGETING, POSITIONING & RETAINING

SEGMENTING
Demographic Segmentation based on age group and gender of customers. Geographic Segmentation based on geographic locations of customers. Behavioral Segmentation on the basis of buying behaviour of customers.

TARGETING

Core target group is 18-25 years old boys and girls Also 25-35 years old men and women are extended target as they are also a part of the youth segment

Mass Targeting Strategy

POSITIONING

Youth Fashion Brand.

Strive to provide trends from across the world to match the lifestyle and global inspirations of the youth at affordable prices. Stylish, trendy and affordable

RETAINING
Loyalty Programs New Weekly Collection Customization in different regions Exchange Policy

BRAND BUILDING
Advertising & Brand Ambassadors
Affordable Style Designer Labels In-house Brand Building

BRAND EQUITY
Leveraging Brand Name TATA Style Reasonable and Flexible Pricing

ENTERPRISE RESOURCE PLANNING

Components
Merchandise management Retail planning Store operations Corporate administration

Business Implications
optimum utilization of the resources Reduction in the overhead and Inventory Timely responsiveness Integrated work environment

SUPPLY CHAIN MANAGEMENT

Vendor Management

Purchase Order Management

Stock Receiving Systems Purchase Verification and Inventory build up

Dispatch of stocks to the retail floor and forwarding of bills for payment.

LOYALTY PROGRAMS
1) Club west card program

LOYALTY PROGRAMS (CONTD.)

2) Loyalty and company image go hand-in-hand 3) Revamping company image They do not want to keep current positioning but have an upward image revamp. 4) Khadi, handloom and handicraft products

LOYALTY PROGRAMS (CONTD.)

5) Indias first multi-brand loyalty program:

Higher empowerment points

One currency empowerment points

Instant redemption of empowerment points at participating outlets

DATA WAREHOUSING

Excellent usage of Data warehousing done by the TATA Group of Industries. Empowerment Program the Tata empowerment card

DATA WAREHOUSING
Access to Customer Info in real-time
Ability to update and renew changes to Customer Gift Cards and Rewards

Improved operational efficiency

DATA MINING

CONCLUSION
Achieve Customer Delight
The Westside Caf and loyalty programs.

Satisfy Unstated Needs

Good ambience, friendly sales staff, good store layout.

Meet Basic Customer Requirements

Apparel of all types for all market segments and home accessories.