Branding & CRM in Retailing

Module Descriptor
Program
2-Year PGPM
Retail Management
Course
Branding & CRM in Retailing
Credit
Lead Faculty
Other Faculty

Area
Code
No. of sessions

Module Objective
A well differentiated process helps to decide the format for delivering the value.
Branding in Retail does not necessarily mean the creation of a Private Label. The task is
more difficult as the Retailer needs to create a strong Store Identity & recall , which is
different from the brands that he sells within the Store, but at the same time, there has to
be a level of consistency among the products available.
Store Layout & Design helps understand the concept of Store Image, Store Atmospherics &
their significance to the Retailer. Store layout, design & visual merchandising are the most
visible aspects of Modern Retail. No longer is the store selling just goods, there is always an
idea , a story that retailers want the consumers drawn into.
Customer Relationship Management (CRM) Now- a- days there is a lot of buzz about
the importance of managing customer relationships. Companies are spending millions to
upgrade their IT infrastructure in order to collect, collate & analyse data about their
customers. CRM is a business philosophy and a set of Strategies & programmes that
stresses on building loyalty with the retailers most valued customers. Successful CRM helps
built a loyal customer base & increases profitability.
Customer Experience Management ( CEM) is a way for companies to manage the shift
to the new customer economy. It is the practice of continuously closing the gap between an
organizations customer promise and the delivered customer experiences in the quest to
create a dependable population of customer advocates. CEM works by transforming the
voice of the customer into actionable business intelligence.
The Competitive landscape of the Retail Industry is changing very fast and Retailers are
expanding beyond the local markets and make their presence felt in Global Markets.
Considering the importance of India as a favoured destination among developing Countries
for Global Retailers and the fact that Retail Revolution has started making its presence felt
with the opening of big shopping malls; the Indian consumers are now open to a world of
new Shopping Experience.

Learning Objectives
-

Ways & means to create a strong brand identity & recall

Understand the concept of Store Image, Store Atmospherics & their significance

Understand the importance of Store Design, Store Display & Visual Merchandising
Relationship building & importance of CRM in Retailing

Curriculum
Text Book & Added Reading
Assessment
Resource Requirement
Consultants

Refer to Annexure 1
Refer to Annexure 2
Refer to Annexure 3
Staff: RA, Faculty members, Guest Faculty &
Library: Books & Periodicals, Online Journals

ANNEXURE 1
References

Topic

Managing
Retailing
Sinha & Uniyal

Branding in Retail : at Store

Level
1. Retail Image
2. In-Store Branding,
Signages & POS activities
3. Personal Selling
Branding in Retail : at
Product Level

Managing
Retailing
Sinha & Uniyal

Managing
Retailing
Sinha & Uniyal

Managing
Retailing
Sinha & Uniyal

Managing
Retailing
Sinha & Uniyal

Customer
Relation
Management
By Ed Peelen

1. Merchandise
Presentation
2. Merchandise Mix
Elements of Store Layout &
Design
1. Objectives of layouts &
designs
2. Elements of Store
Layouts
3. Planning & Circulation
4. Store fronts & Entrances
Elements of Store Layout
& Design
1. Merchandise Display
2. Types of Display Fixtures
3. Materials & Finishes
4. Lighting & Fixtures
Visual Merchandising
1. Tools used for visual
merchandising
2. Methods of Display
3. Common errors in
creating the Display
Introduction to CRM
Emergence of CRM
Relationship Building &
its importance
CRM Concepts & Drivers

Activity
Structu
re
Lecture

Lecture

Lecture

Lecture

Lecture
& Case
Studies

Lecture

Facult
y

Customer
Relation
Management
By Ed Peelen

Customer
Relation
Management
By Ed Peelen

Customer
Relation
Management
By Ed Peelen

Building Relationships
Life Time Value of
Customers
Customer Satisfaction &
Loyalty
Customer Profiling
CRM Processes & Initiatives
Technology in CRM
Social, Internet & Mobile
CRM
CRM Initiatives &
Strategies
Customer Experience
Management
Concept, Definition &
Importance
CEM Process
CEM Touch points
Visits to 5 - 6 Modern
Retail Formats and study
the following: Merchandise display
Store Layout
Visual Merchandising
Case studies &
presentations

Lecture

Lecture
& Case
Studies

Lecture

Faculty
to
decide
Store
Visits

Students are required, to pre-read the Reference Books & related study materials
mentioned above in order to have a proper and meaningful class.

ANNEXURE 2
Text Book

Managing Retailing By Sinha & Uniyal

Retailing Management By Swapna Pradhan

Prescribed Textbook/s

Managing Retailing Piyush Sinha and DP Unniyal

Additional Reading

Cases to be decided

Retail Management By Dunne & Lusch

Retailing An Introduction By Roger Cox & Brittain

Call of The Mall By Paco Underhill

Why we Buy By Paco Underhill

Retailing Management By Michael Levy , Weitz & Pandit

ANNEXURE 3
ASSESSMENT
MODE OF
ASSESSMENT

DURING
COURSE

FREQUEN
CY

Case Study
Discussion &
Presentation

End of
Elective 1

Exercise /Quizzes /
MCQs

1 per 5/6
sessions

FOCUS AREAS
Problem identification,
Conceptual
understanding,
Application & Problem
solving
( Peer evaluation :10
marks)
Pre- reading & in-class
interaction

DURING
COURSE
(Internal)
TOTAL

MARK
DISRIBUTIO
N

40

10
50

Written Examination to
comprise of :1. Short Questions
(05)-15 Marks
2. Long
Questions(03)
15 Marks
3. Case Study
Analysis (02) Two
Cases 20 Marks

END TERM
EVALUATION

GRAND TOTAL

50

100