CRM

Project
report on
Globus

Prince Arora 072

Rahul Sharma 078
Varun Mishra 112
Tarun Kumar 121
Launched in January 1998, Globus is a part of the Rajan Raheja group. The company opened
its first store in 1999 at Indore. The flagship store in Mumbai was opened on 1st November
2001. Currently Globus has 24 stores across India.

Mission Statement:

Achieve customer delight by offering quality products and services through a process of
continuous innovation and adaptation.

It’s quite evident from the mission statement of the company that it is highly customer
oriented company and do every possible thing for customer delight.

In fact Globus is having Best in Class CRM practices and is highly praised for its return and
exchange policies.

CRM Model:

Globus has divided it’s CRM practices mainly into two parts:

1. Customer Loyalty Program(CLP)

2. Customer Service Desk(CSD)

Customer data base is maintained centrally by their CRM software (JDA & WinDi). The
head quarters in mumbai has the database of all the 24 stores whereas individual store has the
database of the customers who have purchased from the store only.

• Customer Loyalty Program(CLP)

– Under this program Globus issues Privelage cards to its customers depending
upon the purchase. More the amount spends more the benefits a customer gets
from these cards.

– Specific format is given to the privileged customers for their details which is
maintained in CRM Software.

• Customer Service Desk(CSD)

– Every store has a service desk for complaints and feedback. Customer can do
it either in person or by a phone call to the service desk number. Globus has
displayed the email id of its CEO for all kind of complaints and feedback via
internet.
PRIVILEGE CLUB:

The Globus Privilege Club card is a 1st of its kind in India. Members are immediately
rewarded for purchases at any of their stores, in addition to a host of other privileges such as
exclusive tie ups, promotion and special shopping hours.

Globus offers 3 different card categories, each with its own benefits designed to suit
Customers’ needs, namely:

– Temporary Card

– Silver Card

– Gold Card

Temporary Card

A temporary card is issued on a minimum Purchase of Rs. 500 in single visit. If customer
insists previous purchase can also be considered if previous bill of purchase is produced. It is
valid for 3months. Temporary card is the first step towards obtaining a permanent privilege
card of Globus. This card can be upgraded to a Globus Silver Card on completion of
purchases worth Rs. 2000.

Silver Card

It is valid for 2yrs. It is obtained by converting a temporary card into silver by a cumulative
purchase of Rs. 2000 in 3 months or by a down payment of Rs. 150 at any Globus store.
Some of the benefits given to the Silver card holder are:

1. Birthday discount of 20% is given to every card holder which can be redeemed 15
days before or after the birthday.

2. The card holder is informed by call/sms about all the upcoming offers.

3. First 3 days of season ending sale are exclusively for the card holders only.

4. Card holders are invited to all of the new product launches.

5. Exclusive shopping hours are reserved for the card holders in which they are given
special discounts and offers.
 6. Exclusive offers on national / multinational brands are given to the card holders.

7. Automatic Membership Renewal at the end of the validity period subject to

purchasing the qualifying amount for renewal.

Gold Card

Silver card is upgraded to a Globus Gold Card on completion of purchases worth Rs. 15000
in a period of 2 years. It is valid for 3 years. It cannot be obtained by any down payment.
Gold Card holders are given all the benefits given to the silver card holders. Along with these
benefits some additional benefits given to Gold Card holders are:

1. Free home delivery of altered merchandise is given to all gold card holders.

2. Free car parking for gold card holders.

3. Special billing counters gold card holders so that they don’t have to wait in a queue.

4. Birthday greetings and Cake along with it to all gold card holders of every store.

5. Complimentary soft drinks at arrival to the store.

6. Exclusive previews of seasonal collections for gold card holders

7. Discounts at various outlets and youth hangouts in many cities

8. Automatic Membership Renewal at the end of the validity period subject to

purchasing the qualifying amount for renewal.

Customer Awareness about Trends:

Globus doing their business by making their customers aware about fashion and latest trends.

• Dedicated globus videos featuring their brand ambassador Kareena Kapoor about the
latest arrivals and fashion in every store.

• Brand Ambassador’s dress displayed in each section of apparel is akin to the type of
apparels(eg: Ethnic, Western etc.).

Big billboards are placed at strategically beneficial places as a part of their promotion
campaign.

Exchange Policy:
Glosbus exchange policy is valid in all 24 stores across India. Written document of exchange
policy is displayed in every store. This document is made and approved by Top Management.

As per their exchange policy while exchanging the merchandise one need to carry bills along
with but if you are a privilege card holder then you are exempted from it.

There is no exchange on accessories of private label brands, like goggles, belts, purses etc.

If you are returning something then there is no cash back but they will issue you a credit note
of the same worth which is valid for six months.

Customer Delight:
Every store is given a budget of Rs. 6000 every month under the name of Customer Delight
Budget. This is specially meant to appease and delight the customer by giving some gifts/toys
to their kids and serving them cold drink or hot beverage.

Extending this courtesy is at the discretion of the sales person and depends upon the potential
and worth of the customer.

Handling Customers Frauds:

If the customer comes to the store asking for exchange of the merchandise on behalf of any
defect then the defect is tested in a lab for weather the defect is a manufacturing defect or
caused by mishandling by the customer.

The product is sent to the Lab and result comes within 14 days. If the defect is manufacturing
defect then it is exchanged immediately else not.

Internal CRM:
On joining every employee is given a one moth induction, making him/her aware about the
company policies and business overall.

There is a special weekly bonus scheme which is given to the employees in each store
depending upon their designation and target

– Sales officer: Rs. 300/Week

– Sr. Sales Officer: Rs 600/Week

If an employee wants to leave the organization then he/she has to give 15 days notice to
company so that

– His PF can be settled

 – Incentives and bonus can be settled

– Charge can be handed over to the other person joining in his place.

Resignation follows with exit interview to understand why the person is leaving and
improvement areas.

Shopping Mall

• Popular

Great India Place is a very popular mall not only in Noida but across Delhi-NCR.
People like to come to this mall for shopping and entertainment purpose. It is a hugemall as
compared to other malls in the area. It has got many branded outlets like BlackBerry, Louis
Philippe etc. The Food Court is one of the biggest and most popular.

• Strategically located

This mall is situated just opposite to the most popular and most crowded shopping
avenues of noida i.e. Atta Market & Sector-18 market. People from all over the area come
here for all kinds of shopping in these markets. These markets cater to all strata and age
groups. Availability of customers is not a problem at these markets.

• Well maintained parking

This mall has very well arranged parking areas. Two wheelers and four wheelers have
different parking areas. One finds a parking area even on the busiest days. Well uniformed
and behaved guards make the process easier.

• Multiple entry/exit gates and Sound Security

This mall has multiple entry/exit gates located in different locations. One can
enter/exit according to his/her convenience. Also, there is a sound security system in place
on all the doors. Ladies and Gentlemen are being frisked appropriately every time they enter
the mall.

• Great Ambience

As soon as the person enters into the mall, he comes across a great ambience of the
mall. Great brands all around the places and clean and tidy surroundings with well lighted
areas are a great experience in itself. Huge open area of the mall and multiple stories are great
to look at.

Globus Store

• Easily Locatable
 If the person enters from the main entry of the mall, the store is located at the left
hand with a huge entry. A big Globus board with attractive pictures of kareena Kapoor and
other models is displaced. Even if one enters the mall from other door, the directions
mentioning the location of the store are well placed.

• Very Spacious

The store is very spacious with a huge area on two floors. Ground floor is completely
dedicated to ladies apparels and 2nd floor to men and children. Both the floors are very open
with high ceilings.

• Beautiful Lightening and great music

The lightening in the mall is very nicely done. Not only it is well lighted, the music
plays in the store is fantastic. Also, there are screens hung in the store displaying new fashion
clothes with models etc.

• Elaborative display

The apparels are displayed very nicely in the mall. Mannequins are placed in the
middle of the mall showing men, women and children clothes. Proper lightening to highlight
the dresses is being used.

Staff/Billing

• Less customer – staff ratio

The staff to help customers is quite less. The ratio of customer to staff is low. As the
store is huge and there are multiple options for clothes available, the staff to assist customers
is less.

• In-discriminated uniform

The staff wears a well discriminated uniform of green and white in summers.
However, in winters, they wear black pullovers without any globus name mentioned on the
pullovers which are difficult to discriminate. Customers have to wait and find out the staff for
assistance.

• Non working cash counters and credit card machines

On Saturday, which is considered to be busy day in the mall, one billing counter on
the second floor was not working. People who were shopping on the second floor had to
come down the floor to pay. There was a huge rush in the only working counter and
customers had to wait for long for their turn. Also, on the payment counter, one of the three
credit card machines was not working. People had to face quite inconvenience due to this.

• Well behaved and educated staff.

 The staff working in the mall is well educated and has good knowledge of the stuff
available there. They are well spoken with good language skills.

Post Billing

• Well informed about the exchange policy

The store manager as well as the person on the counter was well informed
about the exchange policy of the store. There are stringent guidelines to exchange the clothes
to save customer and the store from any inconvenience and conflicts. When asked from them
separately, they explain the same policy in a good way.

• Helpful and friendly

The merchandise manager, Mr. Aman Sharma was very helpful. When asked for help
for this report, he was being very helpful and provided lot of information on the subject. It
was a great interaction with him. He clarified many confusions and provided lot of details
which helped us to gain good knowledge on the topic. Also, if a customer comes to return the
stuff, staff will take extra care and will help in the process.

• Flexible

If a customer wants to return stuff and is not able to find any similar stiff, store
will provide coupon of the same value valid for 6 months. Customer can buy any stuff of that
value and also pay extra to buy costlier stuff. This flexibility of Globus is very well known
and is highly appreciated.

Customer Follow up

• Occasional e-mail and SMS updates

When customer purchases some material, he is requested to fill up a form with details
like name, e-mail, contact no. Whenever the store comes up with a festival bonanza or any
other scheme, they send e-mails or messages to them. People are being well informed about
the schemes in the store and also not being bothered with unnecessary follow-ups.

• B’day/ Anniversary greetings/schemes

Whereas a silver card holder receives a card on his birthday and anniversary, gold
card holders receive cake as well on these occasion along with a bouquet. One of the highly
appreciated effort from Globus.

• Customer satisfaction survey.

After shopping as well as in the mail, customers are being sent surveys which
help them to serve the customer better in future. They are occasional and also very brief
which customer does not uncomfortable to fill.