rural or urban, old or young, white or black, malls or kirana shops, so on, people fro m 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-implemente d strategy for managing and nurturing a company's interactions with customers, c lients and sales prospects. goals are to find, attract, and win new clients, nur ture and retain those the company

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 alread y has in excess of 560 reliance fresh outlets across the country. These stores s ell 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 23 km.

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 discou nt to its customers. The warm and friendly staffs make sure you are satisfied wh ile shopping at reliance fresh outlets and always look forward for a continues s hopping experience at Reliance fresh Reliance

order to create loyalty among customers reliance fresh team works hard to provid e their Best in products and services to their fullest In

CRM policy of reliance fresh can be divided into four major parts, namely; 1) Cu stomer loyalty 2) Customer retention 3) Customer communication 4) Customer grati fication

There exists a blanket customer relationship programme called the reliance one m embership program me for the purpose of maintaining customer loyalty. The member ship 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 m ade permanent after six months. On each purchase of rs. 100 the customer gets on e redeemable point on the production of card at billing counter. The collected p oints 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 kind s of insurance on the payment of a nominal fee. For example a customer can get a n accidental death insurance of rs six lakhs on the payment of rs. 400 only. Oth er 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 s tate is regarded as a zone and the offers and discounts in a zone are not availa ble 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 ar e constantly announced in the store making the regular customers aware about the m. Maintaining a good store ambiance is also a part of customer retention policy of reliance retail. Clean and hygienic environment with properly and well space d products along with a uniform color theme attracts the existing customers to t he store again and again. A fast billing system and good and easy grievance hand ling system which can be accessed thru customer service desk and company website , ensures that customers feel satisfied with the store management. Less harassme nt 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 als o information and latest news about their nearest stores and the company in gene ral. Another source of customer database is the information collected during the organizing of special events in the stores. Customers participating in such eve nts provide their contact information which are also used in form of database fo r communication purposes. Thank you and festive cards on special occasions are a n innovative way of communicating with the customers. Trained salespersons make customer gratification very easy. A simple thank you with a smile goes a long wa y 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 t he customers and give them the feel that the store cares about them and their mo ney. 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 yo ur Reliance One Points when you shop at participating Reliance Retail Stores any where in India. You earn 1 Reliance One point for every Rs 100 that you spend.

Reliance One points on all your purchases at Reliance Retail stores Bonus Relian ce One points even on everyday essentials Special Offers customized for your req uirement Discount Vouchers Exclusive Reliance One Members only preview for promo tions Invites to exclusive events Earn

During season and festival time they have lucky draws and lucky dip Lucky dip of Relian ce 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 bott les of Pepsi co.

Gift vouchers of 100, 200, 500 given to customers who may purchase Items more than 10 00,2000,3000. vouchers given during festivals to customers who make bulk purchas e. Special

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

Con.. In starting customer will get temporary card, which is valid for 180 days. Withi n 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 Memb ership 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 month s 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 wo uld be brought forward to the Gondola offering 50% discount on the same. Vegetab les more than t+1 would be packed together and offered at half its price Similarly

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 pr oducts may be offered to encourage at least minimal price reduction to the Produ ct and more foot fall.

new products that come to the of the customers so that they offers are introduced. When , it came up with this one to Many

market may need to be well projected to the minds can intend buying the product, so one to one free Reliance came up with its own brand of Wheat noodles one Offer.

special discounts on Saturdays and Sundays so that foot falls would increase. th ey started focusing individually at different outlets having different days. Lik e Reliance Fresh Kadvanthra Branch normally offers discounts on Wednesdays Later

Fresh also gave away scratch cards on purchase more than 2000 during Christmas t ime. Scratch cards may include 100- 500 Rs cash discount, Bumper car worth 5lakh s, gold coin 1gram etc. Reliance

Grocery Items Product Basmati 1kg Shakti atta 10kg Nutra soya oil Bourn vita 500gm Amul butter 500gm 3Set Wet Dairy ghee 1kg old 50 180 90 124 92 455 210 offer price 37 155 69 114 86 400 175

The present reliance shop which we visited is adopting the best strategies to improv e 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 eff iciently.

. Sales person are provided in each section so as to assist the customers. All items lik e 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 can be adopted Change of policy of both stores. More new technology