CRM IN APPAREL RETAIL SECTOR

Abstract

T h e In d i a n r et a il ind us t r y i s n ow b e gin ni n g t o ev ol v e i n t h e l in e w ith t h e transformation that has swept other large economies. The liberalization of the consumer goods industry initiated in the mid-80 and accelerated through the90’s has begun to impact the structure and conduct of the retail industry. The concept retail which includes the shopkeeper to customer interaction, has taken many forms and dimensions, from the traditional retail outlet and street local market shops to upscale multi brand outlets, especially stores or departmental stores. The objective being to assess the various parameters that influences a buyer to visit or shop at departmental store thereby contributing to its turnover (in terms of sales and profits) hence leading to its overall success. T h e ex t ensi v e r es e a r ch b r ou gh t me t o c o n cl ud e th at d e p a rt me nt al s to r es ar e soon emerging on the top priority lists, amongst the shopping spree in Delhi and NCR, as they seem to derive immense pleasure of convenience and exposure to variety under one roof, in their extremely busy lives, when they don’t have time for things. Though some of the customers perceive departmental stores to be expensive and only high income category’s cup of tea, the stores make constant efforts to induce them to at least visit the store at once during the sales period, or discount offers. Hence this document entails me through these aspects in great detail, helping me to understand the concept of retail marketing through departmental stores in Delhi.