Customer Relationship Management

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CRM Strategies
Wal-Mart

Submitted To: Ms. A. RAJYALAKSHMI
Submitted by: SHREYANKA PARMAR
Masters in Fashion Management
III Semester

TABLE OF CONTENTS

S.NO| CONTENT| PAGE NO.|
1.| Introduction| 02|
2.| Background| 02|
3.| Operations| 03-04|
4.| Connecting with the Customer base| 04-05|
5.| CRM Strategies| 06-11|
6.| Customer Policies| 12|
7.| Conclusion| 13|
8. | Bibliography | 14|

Let them know you appreciate them. Make good on all your mistakes, and don't make excuses - apologize. Stand behind everything you do. 'Satisfaction guaranteed' will make all the difference." -Sam Walton, Founder Wal-Mart

Introduction
By definition, Customer Relationship Management is a ‘company wide business strategy designed to optimize profitability, revenue and customer satisfaction by focussing on highly defined and precise customer groups.’ ‘An enterprise approach to understanding and influencing communications in order to improve customer acquisition, customer retention, customer loyalty and customer profitability.’ The goals of CRM are:

a) To provide better customer service
b) Cross-sell products more effectively
c) Help sales staff
d) Simplify marketing and sales processes
e) Discover new customers and customer needs
f) Increase customer revenue

Background
Wal-Mart is an American multinational Retailer corporation that runs chains of large discounts department stores and warehouse stores. The company is the world's third largest public corporation, according to the Fortune Global 500 list in 2012. It is also the biggest private employer in the world with over two million employees, and is the largest retailer in the world. Wal-Mart remains a family-owned business, as the company is controlled by the Walton family who own a 48% stake in Wal-Mart. The company was founded in 1962 when Sam Walton opened the first store in Arkansas. Today Wal-Mart has 8,500 stores in 15 countries, under 55 different names. The company operates under the Wal-Mart name in the United States, including the 50 states and Puerto Rico. It operates in Mexico as Walmex, in the United Kingdom as Asda, in Japan as Seiyu, and in India as Best Price.

Operations
Wal-Mart’s operations are organized into three major divisions: Wal-Mart Stores U.S., Sam's Club, and Wal-Mart International. Wal-Mart Stores U.S.
Wal-Mart Stores U.S. is the company's largest division, accounting for approximately 63.8% of total sales for financial year 2010.It consists of three retail formats that have become commonplace in the United States: Discount Stores, Supercenters, and Wal-Mart Markets. The retail department stores sell a variety of mostly non-grocery products, though emphasis has now shifted towards supercenters, which include more grocery items. This division also includes Wal-Mart’s online retailer, walmart.com.

Wal-Mart Discount Stores
Wal-Mart discount stores are large retail units covering 10, 2000 square feet approximately. The stores carry general merchandise and a selection of groceries. Many of these stores also have a garden centre, a pharmacy, Tire & Lube Express, optical centre, one-hour photo processing lab, portrait studio, a bank branch, a cell phone store and a fast food outlet. Some also have gasoline stations. Wal-Mart Super Centre

Wal-Mart Supercenters are hypermarkets with an average size of about 197,000 square feet The supermarkets stock everything a Wal-Mart discount store does, and also include a full-service supermarket ,including meat and poultry, baked goods, delicatessen, frozen foods, dairy products, garden produce, and fresh seafood. Many Wal-Mart Supercenters also have a garden centre, pet shop, pharmacy, Tire & Lube Express, optical centre, one-hour photo processing lab, portrait studio, and...
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