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Final CRM

Landmark is the largest book and music retail chain in India, founded in 1987. It has over 200 crores in annual turnover and pioneered family-centric stores that cater to all family members' needs. The company has over 5 physical stores across India and plans to grow its revenue to 250 crores in the next 3 years. Landmark aims to provide customers with everything they could want through various CRM programs like loyalty programs, seminars, co-branding partnerships, and personalized services.

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Shernaaz Marfatia
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175 views20 pages

Final CRM

Landmark is the largest book and music retail chain in India, founded in 1987. It has over 200 crores in annual turnover and pioneered family-centric stores that cater to all family members' needs. The company has over 5 physical stores across India and plans to grow its revenue to 250 crores in the next 3 years. Landmark aims to provide customers with everything they could want through various CRM programs like loyalty programs, seminars, co-branding partnerships, and personalized services.

Uploaded by

Shernaaz Marfatia
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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OUR COMPANY

THE LANDMARK STORE

COMPANY PROFILE
y FORMATION

Landmark commenced its operations in 1987 with its first store in Chennai
y CLIENTILE

Landmark is the largest book and music retail chain in India with turnover in excess of Rs 200 crores and is arguably the only longtail range based book and music retailer in India.
y EMPLOYMENT

The cornerstone of our success is enviable pool of high caliber, talented people from a diverse range of backgrounds and nationalities. Our aim is to make the MAX a satisfying work place with inspired leadership, people oriented policies and fun filled atmosphere

y FRANCHISE INFORMATION

Books and music retailer Landmark pioneered the concept of familycentric multi-product leisure stores that cater to the needs of all the members of the family. Landmark presently, has five physical stores. Each store is distinct in appearance and architecture and is designed to complement its local surroundings while utilizing certain standardized specifications to increase the speed and lower the cost of new stores. The company estimates to grow from the current revenue levels of approximately Rs 80 crore to 250 crore during the next three years.
y HEAD OFFICE

The head office is situated in Delhi.

y BOOKS y MUSIC y MOVIES&GAMING y STATIONARY y MAGAZINES

GIFTS

TECHZONE TOYS INTERNATIONAL CHOCOLATES

COMPANY OBJECTIVE
Our CRM program focuses on making our customers more then happy with the services. Our aim is to provide them with every thing they can possibly imagine. We want to create more awareness about our products and outlets. The main aim is to increase the customer base while retaining our original customers.

OUR CRM PROGRAMMES


LOYALTY PROGRAMMES
y Gift cards

we provide gift cards to customers who have purchased items the value of which is Rs5000 or more
This card will be available for use at any of the landmark stores and also for shopping online i.e. on our very own website

LOYALTY PROGRAMME

Item of the day

Discount on special selected books, usually bestsellers.

Sidney Sheldon s After The Darkness by Tilly Bagshawe List Price Rs. 250/Spl Price Rs.173/-

LOYALTY PROGRAMME TOY FESTS


In this program we have a toy fest for about 10 days every year wherein we offer special discounts in the toy section of our store. We have a few games that they can play and win the toys. We also decorate the section to create that needed atmosphere. Our aim is to make the kids come again and again and increase the sales.

SEMINARS AND WORKSHOPS


We hold seminars and workshops in educational institutions and business organizations. Where we give all the students a brochure, tell them about the books we sell and also have special discounted prices which are not offered if they come and buy from the store.

REGISTRATION AND MEMBERSHIP


Landmark has its very own website (landmarkonthenet.com) the customers interested can sign up online and become a member where they can buy the books they want by clicking on the selected book. Our website consists of everything that our store sells and all the information is provided there. We also advertise the new and upcoming books , toys, gaming softwares ..etc

CO-BRANDING
In our Co-branding program we not only advertise landmark but also citi bank by having a tie up with them. If a customer is an account holder in citi bank and has its debit/credit card then we give them a discount on all our items in any of the landmark stores all over India.

We have our outlets at local and international airports also in hotels and complexs of big companies .

BOOK READINGS
y At landmark we hold book reading session for

the upcoming new books launched y Here the author of the book will narrate the story and launch his book y We send personalized invitations to our loyal customers who are extremely fond of books

We also have story telling sessions from famous authors, Lord Jeffery Archer will be coming for a story telling tour to India in our Mumbai, Bengaluru, Chennai store

MUSIC LAUNCHES
We have the music launching events of bollywood movies, Indian and international singers We provide our loyal customers with guest passes for such events at no cost at all

QUIZZES
There are open trivia quizzes held by the Landmark stores We give the winners prizes Example :- if it is a trivia quiz on the Friends series then the prize will be the dvd of the Friends season

PERSONALIZATION
y As we have our customer information we make sure that

we personally call our customers on their birthday to wish them and also offer them with a 35% discount coupon which they can use for 3 days from the date of their birthday customers we can personally print the selected storybooks and change the names of the characters in the story and printing the desired names and requested by the customer . It is good idea for gift item for children. This service is chargeable accordingly

y There is a service in which on the request of our

Landmark sells products of various different companies under one roof. Eg. In the toy section we sell toys of Fisher Price, Disney, Funschool, Hotwheels, Barbie etc.. Same is the case in the gaming section in our tech zone. Eg. We sells cameras of Sony, Nikkon, Olyumpus etc.

CRM PROGRAMS ADOPTED BY US


CONTINUITY MARKETING FOR MASS MARKETS
-AFTER MARKETING
-CROSS SELLING -PERSONALIZATION -LOYALTY PROGRAMS - UP SELLING

ONE TO ONE MARKETING

PARTNERING AND CO-MARKETING


-AFFINITY PARTNERING AND JOINT -CO BRANDING

MARKETING

CONCLUSION
y We will always strive to grow with our consumers. In the process we will provide products and services that are : y Great value for money y Fashionable & contemporary y On par with global standards y In order to ensure consistent customer satisfaction, we will ensure that the brand and shop level experience across all its brands and outlets, in all the markets it operates in, is not only living but offers the highest degree of customer satisfaction

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