CRM in retailing

The Indian retail business has shown tremendous phase of dramatic growth and is one of the most promising industry today. Retail industry in India has become modern which can be seen from the fact that there are multi storey malls, huge shopping centers and sprawling complexes which offer food, shopping and entertainment, and all under the same roof. Shopping in India has witnessed a revolution with respect to the changing consumer buying behavior. Customer has become a smart shoppers. They don't want to pay more for identical brands, especially when service differences have diminished. In today's scenario where customer has become king there customer relation management has become an essential element of retail industry to secure the loyalty of customers. The purpose of this study is to analyze the several components of Customer Relationship Management used by retailer of South Delhi to attract the customers and to gain their loyalty. The scope for the study are various retail factory outlets like Big Bazaar, Marks & Spencer, Reliance, Value Mart, Pantaloons, Shopper Stop, Reebok & Adidas factory retail outlet of South Delhi. The research is based on primary data as well as secondary data. The questionnaire is made, that is filled up by the customer relationship managers. Eventually, it was found that mass is attracted more towards discount rather than other services. Beyond discount, Customers prefer variety and quality.