Online edition of India's National Newspaper
Tuesday, Nov 06, 2007
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Online edition of India's National Newspaper Tuesday, Nov 06, 2007 ePaper |
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Tamil Nadu
Marketing in the times of competition has its own virtues – mostly favouring the buyer 
Building Relations: A privilege card swiped at one of the Classic Polo outlets in Coimbatore.— COIMBATORE: Some of the textile brands here that have made strong inroads into the Indian market are now focussing more on customer relationship management. They are exploring and coming up with new programmes to help them know their customers better, and provide a bonding. Sanjay Chandrashekar, Vice-President (Retail) S.P. Apparels, says these programmes help retain customers and build a loyalty to the brand. S.P. Apparels has 10 company-owned stores for its Crocodile products. “We have a complete database of the customers who walk into any of these stores. We have personal data such as their birthday, likes and dislikes. Even the comments that the customers write on the visitors’ book come to the headquarters and get evaluated,” he says. For instance, if a customer wants a shirt of a particular size and it is not available in the stores, then it is ensured that it is delivered to the customer. The store managers and sales personnel are trained on these lines and encouraged to provide better service. The company is planning to launch a loyalty card programme that will encourage customers to buy their products. “It should not be just another card in their wallet,” he says. The card will have certain innovative features and can probably be used by the customer at a later date for online purchases too, he adds. R. Shivram, Executive Director of the Royal Classic Group, says they have come out with “Classic Polo Privilege Card”, as part of customer relationship management activities. All the 45 company-owned Classic Polo outlets are interconnected and linked to the main office too. The blue, green and purple cards have magnetic tape. When swiped at the point of sale it captures details about the purchase made by the customer at any of the 45 outlets. The customers earn reward points and also get to know about the products to be launched. “The aim of the Rs. 75-lakh project is to understand the customer better, to know more about their buying patterns and to improve the services based on their feedback,” says Mr. Shivram. When customers have a range of medium to know about different products entering the market, these programmes help in strengthening a particular brand, concludes Mr. Chandrashekar.
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