SRM SCHOOL OF MANAGEMENT

SRM UNIVERSITY
KATTANKULATHUR CAMPUS,
KANCHEEPURAM – 603203.
MAY 2012 – JULY 2012

A REPORT ON
“A STUDY ON THE CONSUMER RELATIONSHIP MANAGEMENT
OF PANTALOON RETAIL (INDIA) LIMITED IN CHENNAI”

A Project Report submitted to SRM University

In partial Fulfillment of the requirements for the award of
the degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted By
K. SARAVANAN
(Reg. No. : 3511110749)
Under the Guidance of

Mr. YOGESH Dr. JAYSHREE SURESH

(Company guide) (Faculty guide)
 DECLARATION

I hereby declare that this project report “A STUDY ON THE CONSUMER

RELATIONSHIP MANAGEMENT OF PANTALOON RETAIL (INDIA) LIMITED
IN CHENNAI” is my own work, to the best of my knowledge and belief. It contains no
material previously published or written by another person nor material which to a substantial
extent has been accepted for the award of any other degree or diploma of any other institute ,
except where due acknowledgement has been made in the text.

Place: Chennai Signature of the Candidate

(K.SARAVANAN)
Reg. No. 3511110749
Date:
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the opportunity to do this
project. I would like to thank my college authorities and my Dr. JAYSHREE SURESH,
Dean first for providing me the opportunity to work with one of the most prestigious
organization.

I want to thank the Head of organization Mr. YOGESH, HR of Pantaloon retail

(india) limited for giving me permission to commence this project in the instance, to do the
necessary research work and to use departmental data.

I have furthermore to thank the Company Guides Mr. Inbha Kumaravel –

Customer service desk Manager, who gave this permission and encouraged me to go ahead
with my thesis. I am bound to thank other staffs for their stimulating support.

I am deeply indebted to my Faculty Guide Dr. JAYSHREE SURESH, Dean whose

help, stimulating suggestions and encouragement helped me in all the times research for and
writing of this thesis.

I even Thank My Colleagues & friends who supported me in my project work. I want
to thank them for all their help, support, interest and valuable hints. Especially, I would like
to give my special thanks to my parents, their love and blessing enabled me to complete this
work.
 ABSTRACT

PANTALOONS RETAIL INDIA LIMITED(PRIL) is one of the FUTURE GROUP company

in india.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 and logistics. PANTALOON
Retail is the flagship enterprise of the Future Group, which was started by Mr.KISHORE
BIYANI. Retailing is the major process they undergo. PRIL has expanded his branches in
TamilNadu over Spencer, Nelson Manikam Road, Chandra Mall and in Coimbatore.
Spencer’s store is the first store in TN which was started before 14 years.

The activities in Pantaloons over Customer Relationship Management is to satisfy the

customer and make the customer to be a loyal customer by providing various services and
conducting activities in some occasions on special days like Women’s day, independence day
etc.
The major objective of the project is to analyze the Customer Relationship
Management in PRIL. As a part of Customer Realtionship Management They are providing
various facilities to the membership holders. I involved in issueing the Loyalty Programme
which provides issueing the Pay Back card for existing Members and also for the new
Customers.
I undergone in PRIL involves studying customer‘s behavior with in the store and
interaction with them to understand their needs and satisfaction level with payback green card
(a loyalty program) offered by the company to their existing and new customers.

Based on the observations undergone during this period I have analyzed some problems in
Customer Realtionship management and also gave some suggestions for the same.
 1.INTRODUCTION

INTRODUCTION TO RETAIL INDUSTRY

The word retail is, in fact, derived from the French word retailer, which means – “
to cut off a piece or to break bulk.”A retailer may be defined as a dealer or trader who
repeatedly sells goods in small quantities.
Retailing is the business where an organization directly sells its products and services to an
end consumer and this is for his personal use.
By definition whenever an organization be it a manufacturing or a whole seller sells directly
to the end consumer it is actually operating in the Retail space.
The growth in Indian Retail segment was mostly attributed to factors like increasing
disposable income, favorable demographics, changing lifestyle, growth of the middle class
segment, high potential for penetration into rural markets, and progressive FDI norms
It is an Industry which is heavily dependent on consumer spending. In this ecosystem
consumers play the most important role.
Retail sales are generally driven by people’s ability (disposable income) and willingness
(consumer confidence) to buy goods and services.
"Retailing is one of the oldest business activities in India. But until the liberalization and
deregulation of the Indian economy in the 1990s, it was dominated by small one-man retail
units. How ever since the past five years, it has become more structured and formalized and is
moving towards international standards. Today, the organized retail sector is an industry
Retailing may include subordinated services, such as delivery. Purchasers may be individuals
or businesses. In commerce, a "retailer" buys goods or products in large quantities from
manufacturers or importers, either directly or through a wholesaler ,and then sells smaller
quantities to the end-user . Retail establishments are often called shops or stores. Retailers are
at the end of the supply chain. Manufacturing marketers see the process of retailing as a
necessary part of their overall distribution strategy. The term "retailer" is also applied where a
service provider services the needs of a large number of individuals, such as a public utility,
like electric power .
Shops may be on residential streets, shopping streets with few or no houses or in a shopping
mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a
p a r t i a l o r f u l l roof to protect customers from precipitation. O n l i n e r e t a i l i n g , a
t yp e o f electronic commerce used for business-to-consumer (B2C) transactions and
mail order , a r e forms of non-shop retailing.
Shopping generally refers to the act of buying products. Sometimes this is done to obtain
necessities such as food and clothing; sometimes it is done as a
recreational activity. R e c r e a t i o n a l s h o p p i n g o f t e n i n v o l v e s w i n d o w s h o p p i n g
( j u s t l o o k i n g , n o t b u yi n g ) a n d browsing and does not always result in a purchase.
OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

 To study about the HR DEPARTMENT functions of PANTALOONS

 To know about the organization
 To understand the organizational structure
 To know the functioning of the various departments
 To know the quality standards\
 o observe the activities

SECONDARY OBJECTIVE:

 To study the overall management of PANTALOONS RETAIL IND LTD

 To give valuable suggestion towards PANTALOONS RETAIL IND LTD
 2.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. 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. Future” – the word
which signifies optimism, growth, achievement, strength, beauty, rewards and perfection.
Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new
opportunities and new successes. To strive for a glorious future brings to us our strength,
our ability to learn, unlearn and re-learn, our ability to evolve.
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 like choice, convenience and quality
and Central, a chain of seamless destination malls. Some of its other formats include Brand
Factory, Blue Sky, aLL, Top 10 and Star and Sitara.Future Value Retail Limited is a wholly
owned subsidiary of Pantaloon Retail(India) Limited. This entity has been created keeping in mind
the growth and the current size of the company’s value retail business, led by its format
divisions, Big Bazaar and Food Bazaar. The first Pantaloons was opened in Gariahat in 1997.
Over the years, it has undergone several transitions. When it was first launched, this store
mostly sold external brands. Gradually, it started retailing a mix of external brands while at
the same time introduced its own private brands. Initially positioned as a family store, it
finally becoming a fashion store with an emphasis on 'youth' and clear focus on ‘fresh
fashion’. The company follows basket of Indian customers. In the lifestyle segment, the
group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In
the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the
look, touch and feel of Indian bazaars with the choice and convenience of modern retail.
Pantaloon Retail (India) Limited, is a large Indian retailer, which is part of the Future Group, and
operates multiple retail formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai, the company has over 1,000 stores across 71
cities in India and employs over 30,000 people , and as of 2010, it was the country's largest
listed retailer by market capitalization and revenue .With effect from 1 January 2010 the
company separated its discount store business, which includes the Big Bazaar hypermarket
and the FoodBazaar supermarket businesses, into Future Value Retail Ltd., its wholly owned
subsidiary, so that the company may be listed independently .The company’s brands include
Pantaloons, a chain of fashion outlets, Big Bazaar , a hypermarket chain and Food Bazaar, a
supermarket chain. Some of the company's other regional brands include, Depot, Shoe
Factory, Brand Factory, BlueSky, aLL, Top 10 and Star and Sitara. A subsidiary company,
Home Solutions Retail (India)Limited, operates Home Town, a large-format home solutions
store, Collection i, selling home furniture products and E-Zone focused on catering to the
consumer electronics segment. As a focused entity driving the growth of the group's value
retail business, Future Value Retail Limited will continue to deliver more value to its
customers, supply partners, stakeholders and communities across the country and shape the
growth of modern retail in India. Pantaloons takes its promise of 'fresh fashion' very
seriously making available to its customers the latest in fashion every week!

Today, the fashion store extends to almost all the major cities across the country.
Pantaloons has established its presence with stores not just in the metros, but
also in smaller towns. Pantaloons stores have a wide variety of categories like casual wear,
ethnic wear, formal wear, party wear and sportswear for Men, Women and Kids. 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 and logistics. Headquartered
in Mumbai the company operates over 16 million square feet of retail space, has over 1000
stores across 73 cities in India and employs over 30,000 people. The company operates148
Big Bazaar stores, 169 Food Bazaar stores, among other formats, in over 70 cities across the
country, covering an operational retail space of over 6 million square feet. Pantaloon Retail is the
flagship company of Future Group, a business group catering to the entire Indian consumption space.
Pantaloons retail India limited which I have worked is in Chennai near mount road spencer plaza second floor
2nd phase
All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh
Fashion. The stores offer fresh collections and are visually stimulating thanks to appealing
interiors and attractive product display! The Hon’ble High Court of Judicature at Bombay,
vide
Its Order dated August 24, 2010, has approved the Scheme of Arrangement between
Pantaloon Retail (India) Limited (‘PRIL’ or ‘the Company’) and Future Mall Management
Limited(‘FMML’) and Future Merchandising Limited (‘FML’) and their respective
Shareholders and Creditors (‘the Scheme’) under Sections 391 to 394 read with Sections 78
and 100-103 of the Companies Act, 1956.
The company is present across several lines of business which have various formats (stores)
Plywood, The Dollar Store

•Fashion -Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station,Big
Bazaar, Lee Cooper
•General Merchandise- Big Bazaar, Shoe Factory, Navras, Electronics Bazaar,
FurnitureBazaar, KB'S FAIR PRICE
•Electronics- eZone, Electronic Bazzaar, STAPLES (JV)
•Home Improvement- Home Town
•Furniture - Collection i, Furniture Bazaar, Home Bazaar
•E-tailing (Online Shopping) -www.futurebazaar.com
•Books & Music - Depot
•Leisure & Entertainment - Bowling Co., F123, TGIF (Thank God it's Friday!)
•Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM, Future Axiom, T 24 (in alliance with
TATA Teleservices)
•Consumer Durables - Koryo, Sensei, IPAQ
•Service - E Care, H Care , Design & Service
•Malls - Central (Bangalore, Hyderabad, Pune, Mumbai, Vadodara, Gurgaon, Indore,
Ahmedabad)
•Investment & Savings - Insurance: ULIP, Pension, Endowment etc
FUTURE GROUP PROFILE

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indias
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 and logistics. Pantaloon Retail is the flagship enterprise
of the Future Group, which is positioned to cater to the entire Indian consumption space. The
company follows a multi-format retail strategy that captures almost the entire consumption
basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion
retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand,
Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars
with the choice and convenience of modern retail.
Future Capital Holdings, the group‘ financial arm provides investment advisory to assets
worth over $1 billion that are being invested in consumer brands and companies, real estate,
hotels and logistics. Other group companies include, Future Generali, the groups insurance
venture in partnership with Italy.

Generali Group, Future Brands, a brand development and IPR company, Future Logistics,
providing logistics and distribution solutions to group companies and business partners and
Future Media, a retail media initiative. Future Groups joint venture partners include, US-
based stationery products retailers, Staples and Middle East-based Axiom Communications
The group presence in Leisure & Entertainment segment is led through, Mumbai-based listed
company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and
Bowling Co. and family entertainment centers, F123. Through its partner company, Blue
Foods the group operates around 100 restaurants and food courts through brands like Bombay
Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.

Future Group‘s vision is to, ―deliver Everything, Everywhere, Every time to Every
IndianConsumer in the most profitable manner.‖ The group considers ‗Indianness‘ as a core
value andits corporate credo is - Rewrite rules, Retain values.
The word which signifies optimism, growth, achievement, strength, beauty, rewardsand
 perfection. Future encourages us to explore areas yet unexplored, write rules yet
unwritten;create new opportunities and new successes. To strive for a glorious future brings
to us ourstrength, our ability to learn, unlearn and re-learn, our ability to evolve.We, in Future
Group, will not wait for the Future to unfold itself but create future scenarios inthe consumer
space and facilitate consumption because consumption is development. Thereby,we will
effect socio-economic development for our customers, employees, shareholders,associates
and partners.

GROUP VISION

FUTURE Group shall deliver Everything, Everywhere, Every time, for every Indian
Consumer in the most profitable manner.

GROUP MISSION

 We share the vision and belief that our customers and stake holders shall be served only b y
creating and executing future scenarios in the consumption space
l e a d i n g t o economic development.
 We will be the trendsetters in evolving delivery formats, creating retail reality,
making consumption affordable for all customer segments for classes and for masses.
 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 unsuccessful

TIME LINE

1987 Company incorporated as Men’s Wear Private Limited. Launch of Pantaloons trouser,
India’s first formal trouser brand.
1992 Initial public offer (IPO) was made in the month of May.
1997 Pantaloons – India’s family store launched in Kolkata.
2001 Big Bazaar , ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain
launched.
2002 Food Bazaar, the supermarket chain is launched.
2007 Future Group crosses $1 billion turnover mark.
3. DEPARTMENTS IN PANTALOON INDIA LTD:

1. HUMAN RESOURCE DEPARTMENT

2. ACCOUNTS DEPARTMENT
3. MAINTENANCE DEPARMENT
4. FINANCE DEPARTMENT
5. SYSTEMS DEPARTMENT
6. LOGISTICS DEPARTMENT
7. MARKETING DEPARTMENT

HR DEPARTMENT IN PANTALOONS

1.Recruitment Process

a. Advertisements.
b. Conducting interviews in the job fair
c. Scrutinize and shortlist the applications received.
d. Send interview call letters/mails as required.
e. Conducted Interviews through panels.

2. Joining Formalities:

a. Joining formalities.
b. Preparation of Appointment Advice and intimating the same to other departments.
c . Coordinating to get Employee ID Cards.
d. Handing over the New hire to the concerned HOD/Manager.
3. Employee Personal File Maintenance:

a.They Opening new file and Closing the Resigned employee’s File.
b. Make sure all Employee files are maintained safely .
c. Make sure all personal records are available in the files.

4. Confirmation Formalities:

a. Intimating the concerned HOD/Manager about the due dates for confirmation.
b. Conducted Confirmation Appraisal.
c. Coordinating to set Quality Objectives for each job profile.
 d. Ensuring updation of the existing Job Profiles.
e. Processing the Confirmation.
5. Training And Development:

a. Conducting Induction Training for new hires.

b. Conducting External and Internal Training Programs.
c. Maintaining the Training Records.
d. Training Feedback.
6. Employee Relation:

a. They having formal and Informal counseling with employees.

b. Preparing Calendar of monthly recreation to motivate employees.
c. Handling Corporate Medical Insurance

SYSTEMS DEPARTMENT

 Maintaining the book of accounts.

 Maintenance of SAP.
 Maintenance of COMPUER .

ACCOUNTS DEPARTMENT

 Preparing the final statements.

 Budget paper preparation of statement of wages, salaries etc,
Maintenance of investment records.
Supplying and aiding management with detailsrelating to financial state of affairs of the
company
.LOGISTICS DEPARTMENT
 Shifting the loads
 Loading
 4. Product Profile

 The Company's principal activity is to operate chain retails stores in names of Big
Bazaar, Food Bazaar, Central and Pantaloons. The products include
apparels and non-apparels such as utensils, sports goods and footwear.
The Company also has its presence into gold retailing by launching Gold
Bazaar. The Company's Food Bazaar provides a range of food and grocery
products ranging from fresh fruits and vegetables, staples, FMCG products and ready-
to-cook products. The Central offers a chain of stores including books and music
stores, global brands in fashion, sports and lifestyle accessories, grocery store and
restaurants. Pantaloon to launch its own chocolate brand ‘Tasty Treat’ Pantaloon
Retail (India)Ltd. announced that it plans to launch its own line of chocolate products.
The company that runs Big Bazaar stores plans to 'test-market' its own
chocolate products during Raksha Bandhan. The company also plans to launch male
grooming items, and skincare products targeting women. Pantaloon will launch in the
next six months, skincare products in collaboration with the Canadian firm. Fresh-n-
Pure for dairy based products such as butter and ghee, jams, pickles, snacks and
namkeens, and home care and personal care labels Care Mate and Clean Mate
Apparels Product. Pantaloons’ as a stylish fashion brand:-
 Range of Pantaloons’ popular apparel brands
 John Miller,
 Lombard,
 Urbana,
 Scullers,
 RIG,
 UMM,
 BARE Denim,
 BARE Leisure,
 JM Sport
 Ajile, Annabelle
 Honey,
  Akkriti,

Chalk, BARE 7214, etc will also be available here. Pantaloon launches Replay denim:-It is
the jeans brand name. Under billow is written some brand name.
•Replay
•Wilson
•Speedo Future Brands launches DJ&C, a unisex casual wear brand:-Future Brands
Limited, part of the Future Group, country’s premier retail giant owning popular
retail formats like the Big Bazaar, The Central, Brand Factory and Pantaloons, has launched
DJ&C, a unisex designer denim and casual wear apparel band. DJ&C endorses young India’s
desire to present “themselves”, fashionably and as citizens of the world. Indian youth have a
fashion worldview, follow global grooming codes and want to look like the more famous
brigade. Future to soon launch “Future Learning and Development” programmed at
3centers.Kishore Binyani-led Future group, is launching a residential learning programmed
called “Future Learning and Development,” to provide training to in-house employees of the
group reports PTI. The programmed meant for shop-floor to store management level
employees will initially be launched at three centres from September this year. Ahmedabad ,
Kolkata and Bangalore.

MERCHANDISE MIX
Pantaloon has a wide range of products in its store- Men Casuals, Formals, Sports wear,
Undergarments , Ethnic Wear, Children cloths, Girls and Ladies casual and Formals, Jeans
and sports wear, traditional wear, Toys, Footwear, Cosmetics, Perfumes, Deodorants,
Sunglasses, Wrist Watches, and Jewellery. Some brands are stated above others are:
COSMETICS : Maybelline, L’Oreal.
DEODORANTS : Playboy, Denim, Ferrari etc.
SUNGLASSES : Fast track, DG, and many other.
WRIST WATCHES : fast track, Titan, Espirit, TimeX etc.

VISUAL MERCHANDISING

 Activity of promoting the sale of goods, especially by their presentation in retail

outlets.
 This includes combining product, environment, and space into a stimulating and
 engaging display to encourage the sale of a product or service.
 Visual merchandising is the art of implementing effective design ideasto increase
store traffic and sales volume.
OBJECTIVES OF VISAUL MERCHANDISING
•A desire to attract customers to a place of business in order to sell the merchandise.
• It is offered to the customer through interior and exterior presentation.
• It helps create positive customer image.
• It helps to increase sales.
• It encourages impulse buying
•The exterior appearance of a store silently announces what customerscan expect inside.
•Good exterior visual merchandising attracts attention, creates interest,and invites the
customer into the business.

Marquees: -
• A special type of sign is used to display the name of the store.
•An effective marquee must stand out from the other businesses to attract customers
It can be used to announce a change in season, sale, a special event or a
promotion. Banners:-

•These are used increasingly as an inexpensive but colorful, eye-catching means of

promotion.
•Banners can be hung from flagpoles, projected from the building or hung flat against the
exteriors.
•Where many signs compete for customer’s attention, design and logo become more
important. They should be unique, noticeable and readable. WalkWaysAndEntries:-
•Approximately 75 % of first time customers remember a store’s entrance, which provides
the first and last view of the store’s interior.
•A cluttered entryway causes shopper’s to indefinitely post pone entering a store, while an
attractive, well designed entrance is inviting to the customers.
Store Interiors:-
• Store interior is an important element of a store concept.
•The industry, product selection, price segment, customer groupand company vision form the
foundation of the concept
Furniture and fixtures-Goods can be effectively displayed on a variety of fixtures such as
gondolas,tables, cubes, mannequins, waterfalls and other racks, display cases
and manufacturer point- of -purchase display. Interior Signage:- Signage is a critical part of
interior display and point –of-purchase promotion. Store signage that communicates a sales
message can make up for a lack of sales personnel. A good sign provides the most
information in the fewest possible words. Layout Planning :-Planning of the internal
arrangement of selling and sales supporting departments, and deciding on the amount of
space for each department.

ProductDepth:-
•The number of each item or particular style of a product.
•Under one product how many sub-products company provides or how many varieties
company have for that product.
• Examples: To keep our inventory costs down, we have a shallow product depth. This
means we only stock 3-6 SKUs of each product we carry. Private labels:-
•Pantaloons have their own in house brands in Apparel as well asdifferent sections some of
them are:-

➢Honey

➢Annabelle

➢Bare
 5. CUSTOMER SERVICE
Customer service is the provision of service to customers before, during and after a purchase.
According to Turban et al. (2002) “Customer service is a series of activities designed to
enhance the level of customer satisfaction – that is, the feeling that a product or service has
met the customer expectation."
Its importance varies by product, industry and customer; defective or broken merchandise
can be exchanged, often only with a receipt and within a specified time frame. Retail stores
will often have a desk or counter devoted to dealing with returns, exchanges and complaints,
or will perform related functions at the point of sale.
Customer service may be provided by a person (e.g., sales and service representative), or
by automated means called self-service. Examples of self service are Internet sites. The
experience a customer has of a product also affect the total service experience, but this is
more of a product direct feature than what is included in the definition of customer service.
Customer service is normally an integral part of a company’s customer value proposition.
From the point of view of an overall engineering effort, customer service plays an important
role in an organization's ability to generate income and revenue . From that perspective,
customer service should be included as part of an overall approach to systematic
improvement.
Some have argued that the quality and level of customer service has decreased inrecent years
and that this can be attributed to a lack of support or understanding at the executive and
middle management levels of a corporation and/or a customer service policy. Customer
service is an organization's ability to supply their customers' wants and needs. excellent
customer service (is) the ability of an organization to constantly and consistently exceed the
customer's expectations."
It Consists of all those activities by the retailer that influence
(1) the ease with which a potential customer can shop or learn about the store’s offering.
(2) the ease with which a transaction can be completed once the customer attempts to make a
purchase, and,
(3) the customer’s satisfaction with the transaction.
Activities undertaken by a retailer in conjunction with the basic goods and services it sells.
 Store hours
 Parking
 Shopper-friendliness
 Credit acceptance
 Sales people
 In store announcement
 Gift Wrapping and packaging
 Personal Selling
 Merchandise Availability
 Complaint handling
 Merchandise returns
 Servicing and repair
 Deliveries Alteration

PANTALOON’S GIFT VOUCHER

Gift wisely...Gift a Voucher.

Corporates prefer vouchers over actual gifts because there is no ambiguity over whether an
employee liked or disliked his gift. Choosing gifts is one decision-making area that
companies can pass on to their employees.

Why Pantaloons Gift Vouchers?

Pantaloons Fresh Fashion is the lifestyle departmental store chain of Future Group. Each
Store offers variety of products ranging from Apparels, Jewellery, Cosmetics, Perfumes,
Mobiles, Office Accessories & lot more for the entire family. High quality of service, good
ambience and implicit shopping experience characterise a typical Pantaloons Fresh Fashion
store.

Pantaloons Gift Vouchers are available in convenient denominations of Rs. 100, 250, 500 &
1000. They are redeemable at all Pantaloons Fresh Fashion stores across India. Click here to
locate a Pantaloons store closest to you.
Pantaloons Gift Vouchers are used as an effective medium in a company for building up:

 Effective motivational tool for employees

 Vendor / Client Gifting
 In-house events & celebrations
 Gifting to employees
 Incentives to Sales Force
 Various Consumer Schemes & Promotions

T24:

T24 will provide customers with a dual advantage all 24 hours of the day—‘Shop More, Talk
More’ and ‘Talk More, Shop More’.

Shopping and talking on our mobile phones are among the two favorite activities for all of us
in India. With T24, we have been able to develop a unique customer value proposition that
combines these interests of the aspirational Indian. Customers will get shopping benefits for
talking and talk-time benefits each time they shop.

We believe that with our partners, Tata Teleservices Limited, we have been able to develop a
differentiated offering in the crowded telecom space and also increase the loyalty we enjoy
among the millions of customers who patronize our stores.

T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid
customers on Tata Teleservices Limited’s GSM network. In addition, customers will be
rewarded with free talk-time for every purchase above Rs 500 made at Future Group
shopping outlets. For example, a T24 customer buying products worth Rs 2,501 at Pantaloons
or EZone will stand to gain 50 minutes of free talk-time. Also, a customer spending Rs 1,501
in Big Bazaar will gain 90 minutes of free talk-time for every purchase. Plans will keep
evolving to offer ever-more attractive options to the customer.
 6.THEORETICAL FRAMEWORK

EVOLUTION OF INDIAN RETAIL:

Informal retailing Sector
•Typically large retailers
•Greater enforcement of taxation mechanisms
•High level of labor usage monitoring Formal Retailing Sector
•Typically small retailers.
•Evasion of taxes
•Difficulty in enforcing tax collection mechanisms
•No monitoring of labor laws.

COUSTUMER RELATIONSHIP MANAGEMENT AT PANTALOONS

WHY CRM?

Ø A satisfied customer in 10 years will bring 100 more customers to the company.

Ø It costs 7 time more to attract a new customer than to serve an old one.

Ø 20% of the company’s loyal customers account for 80% of its revenues. (Pareto’s

principle).

Ø The chances of selling to an existing customer are 1 in 2, the chances of selling to a new

customer are 1 in 16.

CRM AT PANTALOONS:
•In Future Group only Pantaloons is following Customer Loyalty Program
•CRM is practiced through the “PAY BACK PAYBACK GREEN CARD” program (PGC)
•pay backPAYBACK GREEN CARD loyalty program contributes approx. 65% in
profitability of Pantaloons across country
• Pantaloons maintains a customer database of 33 lakh across India
•Software used is the ‘Customer Loyalty Program’

ABOUT CRM

The biggest management challenge in the new millennium of liberalization and globalization
for a business is to serve and maintain good relationship with the king – the customer. In the
past producers took their customers for granted, because at that time the customers were not
demanding nor had alternative source of supply or suppliers. But today there is a radical
transformation. The changing business environment is characterized by economic
liberalization, increasing competition, high consumer choice, demanding customer, more
emphasis on quality and value of purchase etc.

All these changes have made today’s producer shift from traditional marketing to modern
marketing. Modern marketing calls for more than developing a product, pricing it, promoting
it and making it accessible to target customer. It demands building trust, a binding force and
value added relationship with the customers.

The process of developing a cooperative and collaborative relationship between the buyer and
seller is called customer relationship management shortly called CRM. According to Ashoka
dutt head of Citi Bank “the idea of CRM is to know the individual customer intimately, so
that the company has a customized product ready for him even before he asks for it.”

A CRM is a collection of people, processes, software, and internet capabilities that helps an
enterprise manage customer relationship effectively and systematically. The goal of CRM is
to understand and anticipate the needs of current and potential customer to increase customer
retention and loyalty while optimizing the way product and services are sold.CRM stands for
Customer Relationship Management. It is a strategy used to learn more about customers'
needs and behaviors in order to develop stronger relationships with them. After all, good
customer relationships are at the heart of business success. There are many technological
components to CRM, but thinking about CRM in primarily technological terms is a mistake.
The more useful way to think about CRM is as a process that will help bring together lots of
pieces of information about customers, sales, marketing effectiveness, responsiveness and
market trends The objective is to capture data about every contact a company a company has
with a customer through every channel and store it in the CRM system to enable the company
to truly understand customer action. CRM software helps an organization build a database
about its customer that management, sales people, customer service provider and even
customer can access information to access customer needs with product and offering.
Marketing Automation
It is the most comprehensive campaign management solution available. It provides
everything needed to turn raw, disparate customer data into profitable marketing campaigns
–all the way through inception, execution and measurement.
Marketing Optimization It applies sophisticated mathematical approaches to optimize
marketing campaign ROI given limited budgets, channel capacities and other organizational
constraints.
The idea of CRM is that it helps businesses use technology and human resources to gain
insight into the behavior of customers and the value of those customers. If it works as hoped,
a business can:
 Provide better customer service
 Make call centers more efficient
 Cross sell products more effectively
 Help sales staff close deals faster
 Simplify marketing and sales processes
 Discover new customers
 Increase customer revenues

ARCHITECTURE OF CRM

There are three parts of application architecture of CRM:

 Operational - automation to the basic business processes (marketing, sales, service)
 Analytical - support to analyze customer behavior, implements business intelligence
alike technology
 Collaborative - ensures the contact with customers (phone, email, fax, web, sms, post,
in person)
 Operational CRM
 Operational CRM means supporting the so-called "front office" business processes,
which include customer contact (sales, marketing and service). Tasks resulting from
these processes are forwarded to employees responsible for them, as well as the
information necessary for carrying out the tasks and interfaces to back-end
applications are being provided and activities with customers are being documented
for further reference. According to Gartner Group, the operational part of CRM
typically involves three general areas of business:

CRM: Sales Force Automation

Sales Force Automation (SFA):

SFA automates some of the company's critical sales and sales force management
functions, for example, lead/account management, contact management, quote
management, forecasting, sales administration, keeping track of customer preferences,
buying habits, and demographics, as well as sales staff performance. SFA tools are
designed to improve field sales productivity. Key infrastructure requirements of SFA
are mobile synchronization and integrated product configuration.

Customer Service and Support (CSS):

CSS automates some service requests, complaints, product returns, and

information requests. Traditional internal help desk and traditional inbound call-center
support for customer inquiries are now evolved in to the "customer interaction center"
(CIC), using multiple channels (Web, phone/fax, face-to-face, kiosk, etc). Key
infrastructure requirements of CSS include computer telephon yintegration (CTI)
which provides high volume processing capability, and reliability.
Enterprise Marketing Automation (EMA):

EMA provides information about the business environment, including competitors,

industry trends, and macro environmental variables. It is the execution side of
campaign and lead management. The intent of EMA applications is to improve
marketing campaign efficiencies. Functions include demographic analysis, variable
segmentation, and predictive modeling occur on the analytical (Business Intelligence)
side.
Analytical CRM

In analytical CRM, data gathered within operational CRM and/or other sources are
 analyzed to segment customers or to identify potential to enhance client relationship.
Analysis of Customer data may relate to one or more of the following analyses:
1.Contact channel optimization
2.Contact Optimization
3.Customer Segmentation
4.Customer Satisfaction Measurement / Increase
5.Sales Coverage Optimization
There is a significant rural population in both countries, which has much lower
purchasing power compared to the urban population. Both countries are
geographically very large and unevenly developed, adding a significant distribution
and logistics dimension to the retail trade.
Consumers in both countries are highly value conscious.
Between 1996 and 2003, the organized retail market in China more than doubled.
W e e s t i m a t e t h a t the Indian retail market is today at the same inflection point as
China was in the mid-1990s. Consequently, considering a similar per capita GDP and
roughly similar rates of economic growth, the Indian organized retail market has the
potential for exponential growth over the next decade.

CONSUMERISM: THE NEW WAVE

Growing consumerism would be a key driver for organized retail in India.
Several demographic indicators show favorable trends for the growth
of organized trade:

Rapid income growth:

 consumers have a greater ability to spend. Increasing urbanization: larger
urban populations that value convenience, coupled with the higher propensity
of the urban consumer to spend
 Two years ago, no one took Kishore Biyani seriously. His company, Pantaloon
Retail, was seen as a one-man show. Biyani himself was regarded as unpredictable,
and not a long-term bet. Today, he is the biggest retailer in India. In two years,
Kishore Biyani has bounced back to become India's largest retailer.
Aims of CRM

The CRM is a new technique in marketing where the marketer tries to develop long term
relationship with the customers to develop them as life time customers. CRM aims to make
the customer climb up the ladder of loyalty.

The company first tries to determine who are likely prospects i.e. the people who have a
strong potential interest in the product and ability to pay for it. The company hopes to convert
many of its qualified prospect into first time customers and then to convert those first time
customers into repeat customers. Then the company tries to convert these repeat customers
into clients – they are those people who buy only from the company in the relevant product
categories. The next challenge for the company is to convert these client into advocates.
Advocates are those clients who praise the company and encourage others to buy from it.

The ultimate challenge is to convert these advocates into partners where the customers and
the clients work actively together to discover ways of getting mutual benefit.

Thus in CRM the key performance figure is not just current market share but share of life
time value by converting customers into partners.

In CRM the company tries to identify that small percentage (20%) of key account holders
who’s contribution to the company revenues is high (80%). So from this point of view, CRM
is also known as KEY ACCOUNT MANAGEMENT.
 CRM in the Textile industry

In textile industry one company sell its product to another company. For example a yarn
manufacturing company sell to fabric manufacturing company. A fabric manufacturing
company sell fabric to apparel company. The main customers of the companies in the textile
industry are the wholesalers. And the final product is sold to the wholesalers and retailers. In
this industry the customers are few and profit margins are high. So CRM is very much
necessary and relevant in this industry. There is a high degree of uncertainty on the part of the
buyers, the likelihood of customers seeking a relationship is increased. If the firm loses its
customer it would be major loss to the firm. The product in the textile industry is complex
and quality is an important factor. One of the major values the customer expects from
vendors is quality. No customer will tolerate average quality. According to GE’s chairman
John “quality is the best assurance of customer allegiance and strongest defense against
competition and the only path to sustained growth and earnings.” If the product is not of good
quality the customer will not be satisfied and the firm may lose its customer. Moreover there
is a scope of customization in the product. The seller has to customize the product according
to the need of the customer. Customization is changing the product according to the need of
the customer in order to satisfy him.
PAY BACK GREEN CARD
PBGC

Future Group has taken the whole concept of customer loyalty to the next level by joining
hands with PAYBACK. PAYBACK is India’s largest and one of Europe’s most successful
multi-partner loyalty programs. With PAYBACK, customers can shop, save and get
rewarded. This program enables consumers to collect millions of points across online and
offline partners – with just a single card. Customers can accumulate points across Future
Group formats , thereby making “shopping rewarding”.

What Is PAYBACK?

PAYBACK is Europe's leading customer loyalty program, headquartered in Germany , with a

total of 25.5 million active cardholders in Germany and Poland. In India, PAYBACK
consolidated its position after taking a major stake in I-Mint. Today, with more than 30
partners with 1,500 outlets and 10 million card members, it’s the only program which works
with market leading pan-India players from the banking, travel, petroleum and online sectors
such as ICICI Bank, HPCL, Univercell, BookMyShow and MakeMyTrip.

Now that Future Group has become a part of this bandwagon, customers are bound to earn
points at every step – from formats like Big Bazaar, Food Bazaar, Pantaloons, Central, Home
Town, eZone, Brand Factory and Future Bazaar.
These points can then be redeemed for air miles, movie tickets, air tickets and vice versa.

With Future Group and PAYBACK “Shopping is Rewarding”.

Benefits Of PAYBACK

Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand
Factory and Future Bazaar are a part of the PAYBACK Loyalty program.

PANTALOONS PAY BACK GREENCARD PROGRAM

“Your Pay back PAYBACK GREEN CARD Is Your Passport To A Whole New World Of
Exclusive Benefits And Privileges.”
•Instant discount* for every time you shop at Pantaloons
•Exclusive shopping days to get hold of latest merchandise
  Regular updates on collections and promos via catalogues, sms and email
 Special invites to the most happening events
 Extended exchange periods and complimentary drops for alterations
 Exclusive billing counters and much more

CATEGORIES VALID FOR PAYBACK GREEN CARD DISCOUNTS

Apparel, perfumes & cosmetics, toys, bluesky, all, depot, planet sports & accessories. valid
on categories within pantaloons only. also valid at standalone bluesky and all stores

SHOP WITH PAYBACK GREEN CARD, GET REWARDEDINSTANTLY

Online purchases are currently not eligible for PAYBACK GREEN CARD discounts or
counted in purchases. This feature would be available in the near future.
1 STAR MEMBERS Gift
3 STAR MEMBERS 3% discount on every purchase.
5 STAR MEMBERS An exclusive 5% discount on every purchase
7 STAR MEMBERS A whopping 7% discount on every purchase Swipe card at the time
of purchase to avail these discounts.

MOST RECENT PURCHASE HELPS TO UPGRADE

PANTALOONS upgrade is not dependent on the date of enrolment or calendar year. They
now upgrade on the basis of purchases immediately based on the preceding 12 months from
current shopping date.
 RELATED ARTICLES

Pantaloons joins India's largest multi-partner loyalty program PAYBACK

Customers will now earn 4 PAYBACK points on every Rs. 100 spent and PAYBACK
members will also get to enjoy exclusive privileges at each of the Pantaloons stores.
Pantaloons, one of the largest fashion retailers in India today, joined PAYBACK as its key
partner in the fashion retail category. Now Pantaloons Green card will become PAYBACK
Green card, rewarding the Pantaloons customers with PAYBACK points as well as discounts.

Customers will now earn 4 PAYBACK points on every Rs. 100 spent and PAYBACK
members will also get to enjoy exclusive privileges at each of the Pantaloons stores. As part of
a special launch offer, customers can get 10% points back on redemption. Further more
customers, who redeem 8000 or more points, are rewarded with a 20% point back.

PAYBACK is India’s first multi-partner loyalty program that presents many advantages over
the traditional, stand-alone customer loyalty schemes restricted to one brand or company only.
The power of PAYBACK stems from pooling loyalty benefits from many attractive partners
and such a program packages customer benefits into a single customer loyalty program. Future
Group and PAYBACK India have been strategically associated since August, 2011 and
Pantaloons is the latest partner to join the PAYBACK Loyalty Program.

Vijay Bobba, Managing Director and CEO, PAYBACK India said, “Pantaloons is India’s
leading Fashion Retailer and it is indeed our pleasure to associate with them in this
environment of increasing organized retail and escalating competition. With changing
consumer dynamics, it has now become imperative to retain loyal customers and attain new
ones. We are excited to come together with Pantaloons and jointly drive value to their strategic
objective.”

“Adding Pantaloons to our partner base will now further reward a consumers everyday
shopping in the fashion apparel category. Members of the loyalty program will enjoy unique
benefits, including special offers, additional discounts, bonus points and customized product
information and this will further enhance their overall shopping experience at Pantaloons
stores. We are excited to come together in order to serve our customers better and we are
looking forward to adding many more categories and players in the future.” added Bobba.

Expressing his delight on the partnership, Pawan Sarda- Chief Marketing Officer, Future
Group said, “Our association with PAYBACK allows us to understand customer behavior in
order to decipher trends, appropriately reward loyalty and influence shopping behavior. Our
customers will enjoy added benefits and privileges as Pantaloons green cards are PAYBACK
cards now”.

“We will surely benefit from PAYBACK’s marketing platform with its proven track record of
boosting customer loyalty and increasing our sales substantially”, added Sarda.

“The addition of Pantaloons adds a unique edge to the PAYBACK program in the area of
lifestyle and fashion retail. With a nationwide presence and a strong base of engaged
customers, it is a significant addition to the existing multi partner base of PAYBACK. We are
excited about the opportunity to increase the value to Pantaloon’s customers and in turn drive
their loyalty, “said Rahul Rana, COO, PAYBACK India.

MEMBERSHIP & 12 MONTH PURCHASE-BASED UPGRADING SYSTEM:

• T H R E E S T A R C A R D - Upgrade to a 3 star status by shopping for Rs. 8000/-

immediately preceding 12 months of current shopping date.
•FIVE STAR CARD - Upgrade to a 5 star status b y shopping for Rs.
2 0 0 0 0 / - immediately preceding 12 months of current shopping date.
•SEVEN STAR - Upgrade to a 7 star status by shopping for Rs. 40000/ -
immediately preceding 12 months of current shopping date. EXCLUSIVE BENEFITS AND
PRIVILEGES:
• FASHION FRIDAY (additional 5% discount to all members)•Instant discounts for every time
you shop at Pantaloons.
•Regular updates on themes, collections and promos (beginning & end) via
catalogues, SmS and email
•Special invites to the most happening events. ADDITIONAL BENEFITS
•Green Add on Cards
- 1 and 3 star member : 1 add-on card
 -5 and 7 star member : 2 add-on cards
•Green Days: End Of Season Sale
•Green Channel: special billing counter during End of Season sale
•Green Offers
•Green Service Desk
•Green Exchange
•Green drop7 STAR PRIVILEGES – A BIG “WOW” Exclusive benefits for PAYBACK
GREEN CARD members

PANTALOONS PAYBACK GREEN CARD PROGRAM:

INITIAL STEPS :

•Informing the Customer about the loyalty program

•To become a payback PAYBACK GREEN CARD member -Filling of KYC form s
compulsory
•While filling the form various customer details like-Name-Address-Date of Birth-Phone
No.-e-mail id-Income-Relationship Status etc. are collected to form the customer database

SPECIAL BENEFITS ON ENROLLMENT:

• Gift Voucher
• Friday 5%
CUSTOMER SATISFACTION
What is customer satisfaction?
We are in the midst of a revolution in business. Some call it a customer revolution, others a
quality revolution, others a service revolution. Organizations are attempting to obtain
increased customer satisfaction by focusing on the quality of their products and the service
provided. This movement toward quality has produced significant benefits but just like other
business fads, joining and adopting the religion does not insure that the real objective
of producing customer satisfaction will be obtained.

Customer satisfaction is a key ingredient to the success of any business. It is the most
important factor that creates repeated customers. Some people know it but do not realize its
importance. If a customer of yours is satisfied with one of your products or services, chances
are this customer will purchase more of your products or services, which will increase your
revenue. Therefore, in order to have your new or existing customers buy more from you, you
will have to follow techniques that work. Customer satisfaction takes a very important place
in Marketing. As much as you think that your marketing strategies should help you generate
sales, think about how the same marketing strategies could help you achieve Customer
satisfaction. There are a lot of elements involved with Customer satisfaction. Know the
problems of your customers and what they are looking for, then offer them the right products.
Products that the customers receive are also an area that was assessed because of a high value
that is placed on satisfaction in the product. Satisfaction of the product is evaluated by
content, display and delivery of the product.

Customers‘ purchasing habits would include such issues as: who do they usually go shopping
with, how often, how long do they spend in a shop, etc. Psychographic portraits of many
customers allow customer segmentation in terms of purchase frequency, respondents‘
experience of various shopping centres or service organizations, as well as benchmarking
against competitors
 7.RESEARCH METHODOLOGY

EVOLUTION OF INDIAN RETAIL:

Informal retailing Sector

•Typically large retailers
•Greater enforcement of taxation mechanisms
•High level of labor usage monitoring Formal Retailing Sector
•Typically small retailers.
•Evasion of taxes
•Difficulty in enforcing tax collection mechanisms
•No monitoring of labor laws.

ISSUES IN RETAILING:
How can we best serve our customers while earning a fair profit?
How can we stand out in a highly competitive environment where consumers have too
many choices?
How can we grow our business, while retaining a core of loyal customers? Retailers can
best address these questions by fully understanding and applying the basic principles of
retailing, as well as the elements in a well-structured, systematic, and focused retail strategy
 8.SUCCESS OF PANTALOONS

Eight ways to keep customers for life

1. Every part of the company’s marketing effort should be geared towards building lifetime

relationships.

2. People want to do business with friendly people. To have effective relations a friendly

attitude must permeate in the organization.

3. Information technology developments should be positively used to serve the customers.

4. The company should always be flexible to bend its rules and procedures in the client’s

favor.

5. The company should communicate with its customers even when it is not trying to sell

something.

6. The company can communicate and develop stronger customer bonding by providing

financial and social benefits.

7. The company should try to know all its customers including their lifestyles, hobbies, likes

and dislikes etc.

8. The company should make it a point to deliver more than what is promised.
 9. FINDINGS

 Old records can be maintained.

 High competition between pantaloons and Lifestyle.
 Creating new strategies to CONTINUE no. 1 in Retail market.
 Good rapport with all the employees.
 Good fun zone.
 Free tea snacks for staff.
 EDC offer card to employees.
 As welfare measure birth day celebration held in the back office.
 All birth day babies all greeted with birth day card and chocolates.
 A training program is conducted to all management and worker staff every
month last week.
 Supply chain efficiency.
 Brand portfolio management.
 Quality of human resource management
 More scraps and materials are wasted
 10.SUGGESTIONS.

This research throws light on various strengths and weaknesses of Pantaloon and can also
help Pantaloon to improve on different fronts in order to have an edge over its
competitors. Based on the analysis and findings of my research I would like to give following
recommendations:
 .Pantaloon needs to improve so that it can accommodate more kinds of products and also
provide space for children coming with their parents to play and have fun so that for them
visiting Pantaloon becomes exciting.
 Pantaloon should incorporate more variety of products in its basket so that it provides
the convenience of availability of all things under one roof to its customers. Variety of
products should specially be increased in traditional wear for women, Footwear,
jewellery, cosmetics and more varieties in watches. More varieties in sizes in jeans, Shirts.
 Sitting area should be there for children and old people, so that they can sit while other family
members doing shopping.
 More computers should be included and number of billing counters should be increased
especially during the festive season and sales, so as to speed up the process of billing and
avoid large queues.
 If possible more attractive discount and offers should be given in order to attract
more customers.
 Staff should be trained properly to assist people and to make them understand the benefits of
green card membership, it will strengthen Customer loyalty.
 Other Recommendations include introduction of a Book corner for the book lovers and making
shopping more joy full.
 To launch a one to one initiative the company must be able to locate and contact a fair number
of customers or at least a substantial portion of its valuable customers. It is crucial to know the
customer details as much as possible, not just their names or address, but their habits,
preferences and so forth.
 Customers are different in two principal ways, they represent different levels of value and have
different needs. Once the company identifies its customers differentiating them will help the
company to focus its efforts to gain the most advantage with the most valuable customers.
 Interaction is also a crucial component of a successful CRM initiative. It is important to
 remember that interaction just not occur through marketing and sales channels, customer
interact in many different ways with many different areas of the organization so to foster
relationship all the areas of the organization must be accessible to the customer.
 Ultimately to lock a customer into a relationship a company must adapt some aspect of its
behavior to meet customer’s individually expressed needs this might mean mass customizing a
manufactured product or it might involve tailoring some aspect of the service surrounding the
product.