Retail Dissertation

Topics: Retailing, Department store, Customer relationship management Pages: 32 (9005 words) Published: March 31, 2012


CRM in Apparel Retail Sector

S.No. Chapter Name Page No.

1. Introduction
1. Industry Insight – Indian Retail Industry
1.1 Introduction
1.1.1 Growth in organized retail
1.1.2 Drivers for retail transformation in India
1.1.3 Challenges for organized retail
1.2 Evolution of Retail
1.3 Retailing Formats in India
1.4 Some Facts
1.5 Marketing segmentation of retail industry

2. Apparel Retail in India
2.1 Overview
2.2 Characteristics of Apparel retail sector
2.2.1 New Retail Entrepreneurs
2.2.2 Changing Consumer Behavior
2.2.3 From Franchise to Company Owned
2.3 Some Facts about Indian Apparel Industry
2.3 Major Players
2.3.1 Pantaloon Retail (India) Limited
2.3.2 Globus
2.3.3 Shopper’s Stop Limited
2.3.4 Trent Limited
2.3.5 Lifestyle International (Pvt) Limited
2.3.6 comparison between different players
2.4 Managerial Challenges
2.5 Future Outlook
2.6 Retail Touch points

3. Customer Relationship Management
3.1 Introduction
3.2 Dimensions of CRM
3.3 Customer Retention Profile
3.4 CRM & IT

2. Literature Review

3. Problem Statement

4. Methodology

5. Results & Discussions

6. Suggestions & Conclusion



Industry Insight – Indian Retail Industry:
The retail sector in India is witnessing a huge revamping exercise as traditional markets make way for new formats such as departmental stores, hypermarkets, supermarkets and specialty stores. Western-style malls have begun appearing in metros and second-rung cities alike introducing the Indian consumer to a shopping experience like never before.

The Indian Retail Sector
The Indian Retail Sector is at an inflexion point, with changing demographics driving growth of organized retailing and driving growth in consumption. With an expanding economy, the country’s overall retail sector will become a $450 billion (Rs20.85 trillion) business by 2015. At present India’s modern retail business accounts for only about 5% of the country’s annual retail business. Along the way, the modern retail business will create about 1.6 million jobs in the next five years acc. to McKinsey. Modern retailers will not only create employment opportunities but also would help raise India’s overall economic productivity and could also result in lowering prices of goods. With changing demographic and economic profile of the Indian population, it is believed that India is expected to experience accelerated consumption over the next few years. Further, it is also believed that increase in consumer spending would be driven by nuclearisation of families, increasing population of working women and new job opportunities in emerging service sectors such as IT Enabled Services. With declining interest rates an average Indian is not averse to taking loans. Not only are the demographic factors becoming more favorable but also the growing media penetration is leading to a convergence of aspirations of various classes of consumers. Food and beverages, apparel and consumer durables are the top three categories of consumer spend and form 87% of the total retail sales in India.

Source: 1)

Growth in organized retail
In sharp contrast to the global retail sector, retailing in India – though large in terms of size – is highly fragmented and unorganized. With close to 12 million retail outlets India has the largest retail density in the world. However, most of these retail outlets belong to the unorganized sector. The inability of the unorganized sector to offer a wide range of products...
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