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CRM Abstract

Reliance Retail is the largest organized retail company in India with over 1000 stores. It has recently changed to a value structure and is rapidly expanding. Reliance Retail operates various store formats including neighborhood shops called Reliance Fresh, supermarkets called Reliance Mart, and mini-marts called Reliance Super. The company aims to create growth for farmers, vendors, small shoppers and consumers.

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Sonali Singh
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79 views

CRM Abstract

Reliance Retail is the largest organized retail company in India with over 1000 stores. It has recently changed to a value structure and is rapidly expanding. Reliance Retail operates various store formats including neighborhood shops called Reliance Fresh, supermarkets called Reliance Mart, and mini-marts called Reliance Super. The company aims to create growth for farmers, vendors, small shoppers and consumers.

Uploaded by

Sonali Singh
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Group – 2

Name – SONALI SINGH


Company – Reliance Retail Ltd.

Abstract:

Reliance Retail is the largest organized retail company in India, with


both value format and specialty format, with over 1000 stores. The
company has recently changed management to a value structure and is in
the process of expanding rapidly. There are tremendous growth
opportunities. Reliance Retail Limited (RRL), a subsidiary of RIL, was
set up to lead Reliance Group's foray in order to create comprehensive
growth and prosperity for farmers, vendor partners, small shoppers and
consumers.

Since it started its operation in 2006, RRL has experienced tremendous


growth by serving millions of customers, thousands of farmers and
vendors. RRL has shown an astonishing progress towards building the
value chain from initial level i.e. farmers to the end of value chain i.e.
end customers, based on the core development strategy of backward
integration.

Last year, RRL continued to fulfill its commitment to improve the


shopping experience of Indian consumers and deliver quality
merchandise at an attractive price proposition. For over 3 years, RRL has
now expanded to over 85 cities in 14 states of India. RRL has pushed its
expansion plans and stores nationwide. RRL's footprint now includes a
network of more than 1,000 stores RRL operates several ‘value’ &
‘specialty’ formats. The ‘value’ formats operated by RRL are: a
neibhorhood concept ‘Reliance Fresh’, an all under one roof
supermarket concept ‘Reliance Mart’, & a mini-mart concept ‘Reliance
Super’.

It is not enough for great features, we must be able to manage them. The
same concept can be applied in organization. Eg a company can produce
very high quality products, but it will not succeed if it fails to maintain
or satisfy its customers. Therefore, companies need to adopt the right
strategy so that they can manage their customer and retain them as is
commonly said in marketing, with an exceptionally satisfied customer
six times more likely to buy again. Loyalty increases profits from 25% to
85%.
CRM is a comprehensive strategy and process of acquiring and retaining
customers to create good value for the customer and the company.

There are four major parts in which CRM policy of Reliance Mart can be
divided are as follows :

 Customer loyalty
 Customer retention
 Customer communication
 Customer gratification

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