“rural or urban, old or young, white or black, malls or kirana shops, so on, people from every nook and corner needs everything which is available @ retail store. But what matters is crm.

‡Customer relationship management (CRM)is a broadly recognized, widely-implemented strategy for managing and nurturing a company's interactions with customers, clients and sales prospects. ‡goals are to find, attract, and win new clients, nurture and retain those thecompany

Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India.

it is headed by Mukesh Ambani. The company already has in excess of 560

reliance fresh outlets across the country. These stores sell fresh fruits and

vegetables, staples, groceries, fresh juice bars and dairy products.

A typical Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment area of 2–3 km.

Reliance fresh strongly believes in retaining and creating new customers.

Reliance itself is a very strong brand and has always proved itself in various occasions and in various industries.

The same continues with Reliance Fresh it provides all its items at not only competitive prices but also gives variety of offers and discount to its customers.

The warm and friendly staffs make sure you are satisfied while shopping at reliance fresh outlets and always look forward for a continues shopping experience at Reliance fresh

‡

In order to create loyalty among customers

reliance fresh team works hard to provide their

Best in products and services to their fullest

CRM policy of reliance fresh can be divided into four major parts, namely;1) Customer loyalty2) Customer retention3) Customer communication4) Customer gratification

There exists a blanket customer relationship programme called the reliance one membership

program me for the purpose of maintaining customer loyalty. The membership programme is

a very simple one where a willing customer is required to fill a form giving personal

information and he gets a temporary card which will be made permanent after six months.

On each purchase of rs. 100 the customer gets one redeemable point on the production of

card at billing counter. The collected points can be redeemed in form of discounts on future

purchases on demand of the customer. The customers also get the opportunity of availing four different kinds of

insurance on the payment of a nominal fee. For example a customer can get an accidental

death insurance of rs six lakhs on the payment of rs. 400 only. Other forms of insurances are disability, hospitalization and home

insurances. The members of relianceone get the opportunity of taking part and winning

prizes by the way of lucky draws on regular intervals.

Customer retention policy implementation is at the zonal level. Generally each state is

regarded as a zone and the offers and discounts in a zone are not available in other zones.

Such policy helps reliance retail to understand and capture the local markets better. The products which show improvement due to offers and discounts on them are

repeated with these offers again so as to retain the sales of the customers who bought it the last

time. Also such the days best offers are constantly announced in the store making the regular customers aware about them. Maintaining a good store ambiance is also a part of customer retention policy of reliance retail. Clean and hygienic environment with properly and well spaced products along

with a uniform color theme attracts the existing customers to the store again and again. A fast billing system and good and easy grievance handling system which can be

accessed thru customer service desk and company website, ensures that customers feel satisfied

with the store management. Less harassment to customers means better customer

retention.

Communication to existing customers takes the form of sms and e-mails, generally sent to

reliance one members. They get information about ongoing offers and also information and latest news about their nearest stores and the company in general. Another source of customer database is the information collected during the organizing of special events in the stores. Customers participating in such events provide their contact information which are also used in form of database for communication purposes. Thank you and festive cards on special occasions are an innovative way of communicating with the customers. Trained salespersons make customer gratification very easy. A simple thank you with a

smile goes a long way for the store to keep the customers happy. The special events organized by the stores across india are also a way to gratify the customers by allowing them to play and win prizes. Gift vouchers and discount coupons are an attraction for the customers and give them the

feel that the store cares about them and their money. Local customers many a times make limited personal contacts with the store staff just like that made at a kirana store and help the store to some extent to maintain a relationship

with the customers.

• relationship marketing program introduced by Reliance Retail.

• You can collect your Reliance One Points when you shop at participating Reliance Retail Stores anywhere in India.

• You earn 1 Reliance One point for every Rs 100 that you

spend.

Earn Reliance One points on all your purchases at Reliance Retail stores

Bonus Reliance One points even on everyday essentials

Special Offers customized for your requirement

Discount Vouchers Exclusive Reliance One Members only preview for promotions

Invites to exclusive events

During season and festival time they have lucky draws and lucky dip

Lucky dip of Reliance Fresh may include 1 gram gold coin for 1lucky customer every day for few days during onam, Diwali, EID.

They also include prices like 1lucky winner could win ani20 Car by filling up a simple form with the purchase of more than 2 pet bottles of Pepsi co.

Gift vouchers of 100, 200, 500given to customers whomay purchase Items more than 1000,2000,3000.

Special vouchers given during festivals tocustomers who make bulk purchase.

This is a card which was given to the customer at free of cost. This card helps to increase the loyalty sales percentage of the store. Benefits ofthis card are:Customer will get 1% point of his purchasing amount added to his\her membership card.When these points will become 25, it means that 25 points isa discount of 25/-equivalent to 25/-. He\she will be able to redeem his\her points & get With this card customer will get “Accidental Death Insurance” of 50000/- by default.If customer will recharge their Hutch, Reliance, Airtel & Idea mobile from CSD then also 15 point of the amount he recharge will be added to his card.

Con….. In starting customer will get temporary card, which is valid for

180 days. Within 180 days customer will get permanent card,

which is look like plastic card at postal address given by the customer in the form for

issuing of RelianceOne Membership Card. Conditions for eligibility of

permanent card are as follows: Customers have to do a purchasing of 1500/- with the help of

card within 3 months from the issuing date OR he have to scan his

card at least 10 times. If above criteria is not fulfill then in next 2 months customers

have to do a purchasing of 600/- with the help of card OR he have to

scan his card at least 6 times.

Those products which may be lying in the rack for more than a month unattended they would be brought forward to the Gondola offering 50% discount on the same.

Similarly Vegetables more than t+1 would be packed together and offered at half its price

Other discount may be varying from 5%- 50 % on the basis of nature of the product and the reason for discount

Normally during peak seasons various discount on each products may be offered to encourage at least minimal price reduction to the Product and more foot fall.

Many new products that come to the marketmay need to be well projected to the minds of the customers so that they can intend buying the product, so one to one free offers are introduced.

When Reliance came up with its own brand of Wheat noodles, it came up with this one to one Offer.

‡special discounts on Saturdays and Sundays so that foot falls would increase.

Later they started focusing individually atdifferent outlets having different days. LikeReliance Fresh Kadvanthra Branch normallyoffers discounts on Wednesdays

Reliance Fresh also gave away scratch cards on purchase more than 2000 during Christmas time.

Scratch cards may include 100- 500 Rs cashdiscount, Bumper car worth 5lakhs, gold coin 1gram etc.

Grocery Items Product old offer price

Basmati 1kg 50 37

Shakti atta 10kg 180 155

Nutra soya oil 90 69

Bourn vita 500gm 124 114

Amul butter 500gm 92 86

3Set Wet 455 400

Dairy ghee 1kg 210 175

The present reliance shop which we visited is adopting the best strategies to improve sales and good reputation in market.

They have implemented the fixing of price on all items on kg basis and purchased item are changed accordingly.

The price of all items in the store are maintained at price lower than outside market.

The items are arranged in a systematic manner thus enabling the customer to buy efficiently.

. Sales person are provided in each

section so as to assist the customers. All items like food cloth vegetables

kitchen items under one roof make it convenient for the customer to buy

Personal contact no Policy less followed in small towns Common policy for reliance fresh and

reliance mart. Delay in processing of membership

cards Long queues @billing counter

Timing to call No of billing counters increased. Inform through sms More new technology can be adopted Change of policy of both stores.