Retailing Strategies and Customer Relationship Management

MODULE 01: INTRODUCTION AND PERSPECTIVES ON RETAILING

The World of Retailing : Introduction and Historical Perspective, Retail management: Meaning, Characteristics, and Functions, Emergence and Organization of Retailing- Types of Retailers (Retail Formats) - Multichannel Retailing and Customer Buying Behaviour, Role of retailing and Trends in retailing, Foreign Direct Investment (FDI) in Retail- Challenges in Indian Retailing and the Current Scenario.

MODULE 02: RETAILING STRATEGIES

Retail Market Strategy and Financial Planning- Site Selection and Location Strategy (Size and Space Allocation, Factors Affecting Retail Location, Retail Location Research and Techniques Objectives of Good Store Design.) – Human Resource Management in Retail, Information Systems, Supply Chain Management, and Logistics.

MODULE 03: RETAIL PRICING AND E-TAILING

Retail Pricing: Factors Influencing Pricing & Pricing Strategies, Retail Promotion Strategies, E-Tailing Strategies: Business-to-Consumer (B2C) & Business-to-Business (B2B) Retailing, Characteristics, Advantages, and Limitations of E-Tailing, Growth of E-Tailing: Reasons and Trends, Social Shopping: Concept, Benefits, and Shopping Aids (Recommendations, Reviews, Ratings, Marketplaces) Real-Time Online Shopping, Product and Service Customization.

MODULE 04: RELATIONSHIP MARKETING & INTERNATIONAL RETAILING

Retail Relationship Management: Managing & Evaluating Customer Relationships, Retail Research: Importance, Trends, and Key Areas, Brand Management in Retailing, International Retailing: Motives and Evolution of International Retailing International Retail Environment: Socio-Cultural, Economic, Political, Legal, and Technological Factors, Challenges and Issues in International Retailing, Retail Audit & Ethics: Conducting a Retail Audit: Process & Challenges, Ethics in Retailing: Social Responsibility & Consumerism.

MODULE 05: UNDERSTANDING CUSTOMER RELATIONSHIP MANAGEMENT

Introduction to CRM , Definition of CRM, Scope of CRM, Relationship Quality, Customer Life Cycle (CLC) and Customer Lifetime Value (CLV), Core Modules of CRM, Levels of CRM, Strategic CRM, Operational CRM, Analytical CRM, Collaborative CRM, Myths about CRM, Understanding the Key Aspects of CRM, Developing and Building a CRM Strategy, Analyzing and Segmenting Customers, Creating a CRM Culture, Creating Realistic Expectations, Building an Operational Infrastructure. Case Studies: Asian Paints Business Transformation by Implementing CRM & Aviva Uses eCRM to Ensure Success