GRADUATION RESEARCH PROJECT

RESTRUCTURING THE EXISTING

CUSTOMER LOYALTY PROGRAM OF THE
COLLECTIVE (ADITYA BIRLA FASHION AND
RETAIL LIMITED)

Submitted by

Vanshika Hirodiya

IN PARTIAL FULFILLMENT OF THE POST

GRADUATE DEGREE "MASTER OF FASHION
MANAGEMENT (MFM)"

Submitted to

Department of Fashion Management Studies

(FMS) National Institute of Fashion
Technology (NIFT)
Gh-0 Road, Behind Info City, Near DAIICT,
Gandhinagar-382007 Gujarat
Tel: 7923240832, 23240834
Fax: 079 23240772
Web: www.nift.ac.in

pg. 1
 GRADUATION RESEARCH PROJECT

TO RESTRUCTURE THE EXISTING CUSTOMER

LOYALTY PROGRAM OF THE COLLECTIVE
(ADITYA BIRLA FASHION AND RETAIL LIMITED)

Submitted by

Vanshika Hirodiya

Under the
Supervision of

Mrs. Priti
Gadhavi
Centre
Coordinator

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE

"MASTER OF FASHION MANAGEMENT (MFM)"

Submitted to

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
Gh-0 Road, Behind Info City, Near DAIICT,
Gandhinagar-382007 Gujarat
Tel: 7923240832, 23240834
Fax: 079 23240772
Web: www.nift.ac.in

pg. 2
 DECLARATION

I Ms. Vanshika Hirodiya hereby declare that Graduation

Research Project (GRP) entitled “TO RESTRUCTURE THE
EXISTING CUSTOMER LOYALTY PROGRAM OF THE
COLLECTIVE (ADITYA BIRLA FASHION AND RETAIL
LIMITED)”, is the result of my own research work carried out
by me during the period from 10 January 2022 to 10 May 2022
except as cited in the references. This report has not been
submitted to any other University or Institution for award of
any degree/diploma etc.

Signature:

Name of the Student:

Vanshika Hirodiya
Date:

pg. 3
 CERTIFICATE

This is to certify that Ms. Vanshika Hirodiya of National

Institute of Fashion Technology (NIFT), Gandhinagar has
successfully completed his GRP work titled “TO
RESTRUCTURE THE EXISTING CUSTOMER LOYALTY
PROGRAM OF THE COLLECTIVE (ADITYA BIRLA
FASHION AND RETAIL LIMITED)”, in partial fulfilment of
requirement for the completion of 2 Years Post Graduate
Programme "Master of Fashion Management (MFM)" as
prescribed by the Department of Fashion Management Studies
(FMS), National Institute of Fashion Technology.

This 'Graduation Research Project' report is the record of

authentic work carried out by her during the period from 01
January 2022 to 10 May 2022 under my mentorship.

Signature:

Name of the Faculty Mentor: Mrs.

Priti Gadhavi
Designation: Centre Coordinator

pg. 4
CERTIFICATE OF COMPLETION

pg. 5
 ACKNOWLEDGEMENT

I would like to use this opportunity to express my heartfelt gratitude

towards everyone who supported me throughout the course of this
internship. My thanks to my Industry Mentor, Mr. Manu Gupta for
being a guide to me throughout the tenure of the internship and
beyond. His support and patience while answering all the questions
born out of curiosity is invaluable. His supervision has helped me
learn in the organization and know about it in great details.

I would deeply acknowledge my Faculty Mentor, Mrs.

Priti Gadhavi for constantly providing me the support and guidance.

Their aspiring guidance, invaluably constructive criticism has
helped me grow and learn throughout the tenure of this internship. I
am sincerely grateful to them for sharing their truthful and
illuminating views with me.

Next, I need to thank all the people in the organization who helped
create a learning environment for me in the organisation; Mrs.
Priyanka Jayaraman. She had always been supportive and helped me
adapt to the organizational culture and learn the ethics of the place.

Any task taken up in life is never accomplished without the support

of parents and hence I would like to thank my parents for constantly
standing by me for guiding me and helping me realize my potential.

Last but not the least, I would like to thank my friends for their
constant support throughout the internship project.

Name: Vanshika
Hirodiya (Master of
Fashion Management)

pg. 6
 ANNEXURE - VI

NIFT: GANDHINAGAR

Proceedings of the MFM GRP External Jury Examination of

Ms. Vanshika Hirodiya held at am/pm on
at NIFT, Gandhinagar

The GRP Internal Jury Examination of Mrs. Vanshika Hirodiya

on her MFM GRP report entitled “RESTRUCTURING THE
EXISTING CUSTOMER LOYALTY PROGRAM OF THE
COLLECTIVE (ADITYA BIRLA FASHION AND RETAIL
LIMITED)”
conducted the at am/pm on .

The following members of the External Jury were present:

1.

2.

3.

4.

pg. 7
 RECOMMENDATION

The Research scholar Ms. Vanshika Hirodiya presented the

salient features of her GRP work. This was followed by
questions from the External Jury members. The questions
raised by the Jury Examiners were also put to the scholar. The
scholar answered the questions to the full satisfaction of the jury
members.

Based on the scholar’s research work, his/her presentation and

also the clarifications and answers by the scholar to the
questions, the board recommends that Ms. Vanshika Hirodiya,
be awarded the Master’s Degree in "Master of Fashion
Management (MFM)"

1.

2.

3.

4.

pg. 8
Table of Contents

Table of Contents .......................................................................................... 9

EXECUTIVE SUMMMARY...................................................................................................... 11
1.1 INTRODUCTION ....................................................................................... 13
1.2 PURPOSE OF RESEARCH PROJECT........................................................ 13
1.3 INTRODUCTION-ADITYA BIRLA FASHION AND RETAIL LIMITED .......................... 13
1.3.1ABFRL MISSION &VISION .......................................................................................... 15
1.3.2 ABFRL VALUES .......................................................................................................... 16
1.3.3 ABFRL MILESTONES.................................................................................................. 16
1.4 INTRODUCTION- THE COLLECTIVE .............................................................................. 18
1.4.1 BRANDS UNDER THE COLLECTIVE ........................................................................ 20
1.4.2 TC SEGMENTATION, TARGETING & POSITIONING .............................................. 21
1.4.3 TC MARKETING MIX ................................................................................................. 23
1.4.4 HIERARCHY ................................................................................................................ 31
1.4.5 DEPARTMENTS IN THE COLLECTIVE ..................................................................... 31
1.4.6 CUSTOMER SERVICES BY THE COLLECTIVE ........................................................ 35
1.4.7 THE COLLECTIVE GIFT CARD .................................................................................. 37
1.5 PROBLEM DEFINITION ..................................................................................................... 38
1.6 LITERATURE REVIEW ...................................................................................................... 38
1.7 OBJECTIVE ......................................................................................................................... 41
1.8 METHODOLOGY................................................................................................................ 41
1.9 SCOPE ................................................................................................................................. 42
2.1 STUDYING CONSUMER BEHAVIOUR ............................................................................ 44
2.1.1 ATTENDING CUSTOMER CALLS .............................................................................. 44
2.1.2 ATTENDING CUSTOMER MAILS .............................................................................. 45
2.1.3 NPS SCORES OF TC AND MONOBRANDS ............................................................... 48
2.2 FLOWCHART REPRESENTATION OF CUSTOMER ISSUES .......................................... 55
2.3 INSTAGRAM MARKETING ............................................................................................... 57
3.1 COMPETITORS OF THE COLLECTIVE ............................................................................ 60
3.2 LOYALTY PROGRAM ....................................................................................................... 66
3.3 COMPETITOR’S BRAND LOYALTY PROGRAMS .......................................................... 67
3.3.1 WHITE CROW LOYALTY PROGRAM ....................................................................... 67
3.3.2 TATA CLIQ LUXURY LOYALTY PROGRAM ........................................................... 69
3.3.3 AJIO LUXE LOYALTY PROGRAM ............................................................................ 70
3.3.4 NYKAA FASHION LUXE LOYALTY PROGRAM .................................................... 71
3.3.5 DARVEYS LOYALTY PROGRAM .............................................................................. 71
3.3.6 LUXEPOLIS LOYALTY PROGRAM ........................................................................... 71
4.1 CURRENT LOYALTY PROGRAM OF THE COLLECTIVE .............................................. 73
4.2 RESTRUCTURING THE CURRENT LOYALTY PROGRAM ............................................ 77

pg. 9
 4.2.1 INITIAL RESEARCH FOR LEAD GENERATION ....................................................... 77
4.2.2 SENDING EMAILS FOR COLLABORATION ............................................................. 82
4.2.3 LUXURY RESTAURANTS WHO REVERTED FOR COLLABORATION.................. 83
4.2.3.a) E- MAIL REVERTS FROM LUXURY RESTAURANTS ............. 87
4.2.3.b) RESTAURANTS WHO OFFERED DEAL FOR NEGOTIATION 91
............................................................................................................................................... 93
4.2.4 LUXURY SALONS WHO REVERTED FOR COLLABORATION .............................. 94
4.2.4. a) E- MAIL REVERTS FROM LUXURY SALONS ......................... 96
4.3 THE COLLECTIVE’S WHATSAPP LIVE FEATURE ......................................................... 97
4.3.1 DATA ANALYSIS OF FEEDBACK BY CUSTOMERS ............................................... 97
5.1 LIMITATIONS OF THE STUDY ....................................................................................... 102
5.2 CONCLUSION................................................................................................................... 103
5.3 KEY LEARNING ............................................................................................................... 104
ANNEXURES .......................................................................................................................... 105
IN-STORE SURVEY TC FOR NPS SCORE ........................................................................ 105
THE COLLECTIVE WHATSAPP LIVE SURVEY QUESTIONNAIRE .............................. 107
Bibliography ............................................................................................................................. 109

pg. 10
 EXECUTIVE SUMMMARY

"Luxury" started from the Latin word luxuria, and that implies richness, abundance,
overflow. Luxury is exceptionally extraordinary solace, particularly among excellent and
costly environmental elements. A luxury brand is a brand that is described by an undeniable
degree of value, eliteness and high sticker prices.
ABFRL is a piece of the Aditya Birla Group, a worldwide combination, in the class of
Fortune 500 is formed by - Pantaloons Fashion and Retail (PFRL) and Madura Fashion and
Lifestyle (MFL).
The Collective is a one of its types, super-premium retail idea, known for its broadness of
restrictive design. With north of 100 of the world's best design brands under one rooftop,
this extraordinary way of life store offers all specialists an interesting perspective on every
individual's very own style.
Customer relationship management (CRM) is the mix of practices, techniques and
advancements that organizations use to oversee and investigate client connections and
information all through the client lifecycle. The objective is to further develop customer
support connections and aid client maintenance and drive deals development.
In this research, an effort has been made to study the customer behaviour and their pain
points and to suggest solution for same and also to analyse the internal working of brands in
The Collective. Also, a comparative study of brands is done to understand loyalty program
in depth. Efforts were made for restructuring the the current loyalty program of The
Collective by various means like collaboration with luxury restaurants/ salons and
introducing new shopping experience like featuring The Collective on whatsapp.

pg. 11
 Chapter: 1

This chapter includes the base of the research with background and
purpose of the research project, problem definition, company
profile, objectives, research methodology, Scope of the study &
literature review forming the foundation of the research.

pg. 12
 1.1 INTRODUCTION

As a part of the course curriculum, 14 weeks graduation project is undertaken. The company
interned is The Collective (Aditya Birla Fashion and Retail Ltd.) This project covers various
aspects of the graduation project. The first one is learning about the functions and working
procedures of different departments of The Collective (Aditya Birla Fashion and Retail Ltd.)
and to know the organizational structure there. The other aspect is to show the working done
in the organization. Majorly the work was done to study consumer behavior, to analyse
various brand performance and studying the existing loyalty program of the brand, later
helping the brand collaborate with luxury salons, luxury restaurants, thus helping it
restructure the existing loyalty program. Graduation project provided a perspective through
exposure and invaluable knowledge from the industry.

1.2 PURPOSE OF RESEARCH PROJECT

The purpose of the internship was to understand functions and procedures of various
departments at The Collective (Aditya Birla Fashion and Retail Ltd.). Also, to study the
consumer behavior of The Collective, to evaluate the pain points and suggest solutions. Also,
to analyse brand performance of the major brands under The Collective. Concentrating on
the current loyalty program of the brand, later assisting the brand with teaming up with
luxury salons, luxury restaurants, accordingly assisting it with rebuilding the current loyalty
program. Also, to study competitor’s brand loyalty programs

1.3 INTRODUCTION-ADITYA BIRLA FASHION AND

RETAIL LIMITED

ABFRL is a piece of the Aditya Birla Group, a worldwide combination, in the class of
Fortune 500. Secured by an uncommon power of more than 140,000 workers, having a place
with 100 identities, the Group is based on a solid underpinning of partner esteem creation.
Today, more than half of Group incomes stream from abroad activities that range 36 nations
in North and South America, Africa and Asia.

pg. 13
With income of Rs. 5,249 cr. also crossing a retail space of 8.4 million sq.ft. (as on March
31, 2021), Aditya Birla Fashion and Retail Limited (ABFRL) is India's initial billion-dollar
unadulterated play style force to be reckoned with an exquisite bundle of driving design
brands and retail arranges.

ABFRL arose after the solidification of the marked clothing organizations of Aditya Birla
Group including ABNL's Madura Fashion division and ABNL's auxiliaries - Pantaloons
Fashion and Retail (PFRL) and Madura Fashion and Lifestyle (MFL) in May 2015. Post the
solidification, PFRL was renamed Aditya Birla Fashion and Retail Ltd.

ABFRL unites the learnings and organizations of two famous Indian design symbols,
Madura Fashion and Lifestyle and Pantaloons making a synergistic center that will go about
as the core of things to come style organizations of the Aditya Birla Group.

As a style combination, ABFRL has a solid organization of 3,212 brand stores the nation
over. It is available across 31,000+ multi-brand outlets and 6,800+ retail location in retail
chains across India.

It has a collection of driving brands, for example, Louis Philippe, Van Heusen, Allen Solly
and Peter England laid out for more than 25 years. Pantaloons is one of India's biggest quick
style store brand.

The Company additionally holds selective on the web and disconnected privileges to the

pg. 14
India organization of California-based quick style brand Forever 21. The International
Brands portfolio incorporates - The Collective, India's biggest multi-brand retailer of
worldwide brands, Simon Carter and select mono-brands like American Eagle, Ralph
Lauren, Hackett London, Ted Baker and Fred Perry.

Van Heusen Innerwear, Athleisure and Active wear is laying down a good foundation for
itself as India's most imaginative and chic brand. The Company's introduction to marked
ethnic wear business incorporates Jaypore and vital organizations with Designers 'Shantanu
and Nikhil', 'Tarun Tahiliani' and 'Sabyasachi' (ABFRL 2022).

1.3.1ABFRL MISSION &VISION

To energetically fulfill Indian buyer needs in design, style and worth, across wearing events
in Apparel and Accessories through solid brands and excellent purchaser experience with a
definitive motivation behind conveying better worth than every one of our partners (ABFRL
2022).

pg. 15
 1.3.2 ABFRL VALUES

1.3.3 ABFRL MILESTONES

2021
ABFRL reports vital association with Authentic Brands Group for Reebok in India.
Grasim Industries reports introduction to paints with an underlying venture of Rs.5000 Cr.
ABFRL secures 51% stake in Sabyasachi Couture.

2018
Novelis Inc. goes into a consent to get Aleris Corporation for an undertaking worth of USD
2.58 billion. Consolidation of Idea Cellular and Vodafone India finished to make India's
biggest telecom specialist organization - Vodafone Idea Ltd.

2014
Birla Sun Life Asset Management, joint endeavor between Aditya Birla Group and Sun Life
Financial Inc., obtains common asset resources of ING Investment. Aditya Birla Chemicals
(India) Ltd. obtains the chlor-salt division of Jayshree Chemicals Ltd. in September.

2006
Aditya Birla Science and Technology Private Ltd. is set up, with elite innovative work
abilities. Hindalco Industries goes into a joint endeavor with Almex USA Inc. TransWorks
Information Services, an auxiliary of Aditya Birla Nuvo secures Minacs

pg. 16
2002
Grasim board endorses an open proposal to buy up to 20% of L&T's value as per SEBI rules.
Aditya Birla Group embraces corporate rebuilding of Hindalco Industries and Indo Gulf.
The compost business of Indo Gulf is demerged into a different organization called Indo
Gulf Fertilizers. Indo Gulf's copper business is converged with Hindalco, making a non-
ferrous metals force to be reckoned with.

2000
The Group solidifies its materials and clothes business. Birla AT&T and Tata Cellular union.
Hindalco Industries procures Indal. Gyanodaya, the Group's Institute of Management
Learning is initiated. The Group introductions to e-business.

1996
Aditya Birla Group dispatches another corporate logo - Aditya, the rising sun - to respect
the memory of the late Mr. Aditya Vikram Birla. All Group organizations are combined
under the umbrella of the Aditya Birla Group, drove by Mr. Kumar Mangalam Birla.

1990
Mr Kumar Mangalam Birla gets effectively associated with the Group's tasks. Van Heusen
is sent off in India to change workwear. The brand gives another importance to the term
'Power Dressing'

1977
Container Century Edible Oils is fused in Malaysia. Harihar Polyfibres is laid out in Harihar,
Karnataka.

1972
VSF and mash plants are set up in Harihar, Karnataka. Grasim Industries sets up new
organizations - Chemicals, Fertilizers, Insulators (CFI) in Nagda, Madhya Pradesh.

1964
Grasim Industries secures Bhiwani Textile Mill in Bhiwani, Haryana. Grasim Industries

pg. 17
secures 30,000 hectares of land in Nilambur, Kerala. Mr Aditya Vikram Birla assumes
responsibility at Hindustan Gas.
1947
Grasim Industries Ltd. is joined on 25 August 1947 to produce cotton and man-made
material strands in Gwalior, Madhya Pradesh.

1943
Joined Commercial Bank and Texmaco is established by Mr. GD Birla in Gwalior, Madhya
Pradesh.

1920
Birla Cotton Spinning and Weaving Mill Ltd. is established in Delhi.

1857
Mr. Shiv Narayan Birla begins exchanging cotton, Pilani, Rajasthan (ABFRL 2022).

1.4 INTRODUCTION- THE COLLECTIVE

The Collective is a one of its types, super-premium retail idea, known for its broadness of
restrictive design. With north of 100 of the world's best design brands under one rooftop,
this extraordinary way of life store offers all specialists an interesting perspective on every
individual's very own style.

The clothing contributions cover all closet needs from Formal to Semi Formal, to Casual
and Denim to Active from notable brands like Armani Jeans, Armani Collezioni, Versace
Collection, Versace Jeans, Hugo Boss, True Religion, Vivienne Westwood, Lagerfeld and
McQ Alexander McQueen and that's only the tip of the iceberg.

The broad assortment of adornments incorporates style watches, sleeve buttons, shoes, ties,

pg. 18
belts, cowhide items, gems and shades to make an ideal gathering. The adornment brands
collection incorporates praised names like Love Moschino, Tateossian, Michael Kors and
Lulu Guinness and that's just the beginning.

Madura Fashion and Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of India's quickest
developing marked clothing organizations and a top-notch way of life player in the retail
area. Subsequent to solidifying its market authority with its own brands, it presented chief
worldwide names, empowering Indian purchasers to purchase the most renowned worldwide
fashionwear and extras inside the country.

Fig: The Collective, UB City Mall, Bengaluru

The organization's image portfolio incorporates product offerings that reach from reasonable
and mass-market to sumptuous, top of the line style and take special care of each age bunch,
from youngsters and youth to people. Madura Fashion and Lifestyle is characterized by its
brands - Louis Philippe, Van Heusen, Allen Solly, Peter England and People - that represent
style, disposition, extravagance and solace.

Madura Fashion and Lifestyle arrives at its insightful clients through a selective organization
containing in excess of 1,300 stores, covering 1.9 million sq ft of retail space, and is available
in excess of 1,300 premium multi-brand stores and 300+ departmental stores (The Collective
2022).

pg. 19
 1.4.1 BRANDS UNDER THE COLLECTIVE

Being the international luxury retail Collective almost covers all luxury brands that cater
men category. The brands under The Collective in the Men category are as follows:

Fig: The Collective website men brands

pg. 20
Being the international luxury retail The Collective almost covers all luxury brands that cater
women category. The brands under The Collective in the Women category are as follows:

Fig: The Collective website women brands

1.4.2 TC SEGMENTATION, TARGETING & POSITIONING

The STP promoting model (Segmentation, Targeting, Positioning) is a natural key

methodology in current advertising. It is one of the most ordinarily applied showcasing
models by and by, with promoting pioneers crediting it for effective, smoothed out
correspondences practice.

STP showcasing centers around business viability, choosing the most significant sections
for a business and afterward fostering an advertising blend and item situating technique for
each portion.

pg. 21
The Collective has its market segmented as the aristocrats. The segment of society which
can afford luxury.

The Collective targets youth who earns extraordinarily and belongs to the upper class of the
society whose age range from 23 years of age till 60 years of age.

Fig: The Collective, UB City Mall, Bengaluru

pg. 22
The Collective is positioned as a luxury brand which caters the upper strata of society which
basically is the aristocracy

1.4.3 TC MARKETING MIX

The marketing mix alludes to the arrangement of activities, or strategies, that an organization
uses to advance its image or item on the lookout. The 4Ps make up an ordinary showcasing
blend - Price, Product, Promotion and Place.

PRODUCT:

Product alludes to a decent or administration that an organization offers to consumers. In a

perfect world, an item ought to satisfy a current purchaser interest. Or on the other hand an
item might be convincing to such an extent that shoppers accept they need to have it and it
provokes another interest.

pg. 23
 Fig: The Collective, UB City Mall, Bengaluru

The Collective have a wide range of products for customers to choose from woman as well
as men clothing, bags and accessories. Women have dresses, tops, jeans, trousers, jackets,
shorts, skirts, sports, knitwear, Sunglasses, belt, bags, watches, jewellery, fragrance, gifts,
hats & gloves & scarves, head gear, innerwear, phone Cases, etc.

pg. 24
 Fig: The Collective, UB City Mall, Bengaluru

Men have bags,belts and buckle, casual shirts, cufflinks, formal shirts, fragrances, gifts, hats
& gloves & scarves, innerwear, jackets and coats, jeans, jewellery, keyrings, knitwear,
pocket squares, polos, shoes, shorts, socks, sports, suits and blazers, sunglasses, t-shirts, ties,
trousers, wallets, watches.

pg. 25
 Fig: The Collective, UB City Mall, Bengaluru

PRICE:

Price is the expense buyers pay for an item. Advertisers should interface the cost to the item's
genuine and seen esteem, however they additionally should consider supply costs,
occasional limits, and contenders' costs.
The Collective have its price of product range start from Rs. 5000 and the upper limit of a
product cost is Rs. 1,75,000.

pg. 26
 Fig: The Collective, UB City Mall, Bengaluru

PLACE:

Whenever an organization settles on choices in regard to place, they are attempting to figure
out where they should offer an item and how to convey the item to the market. The objective
of business chiefs is dependably to get their items before the shoppers that are the probably
going to get them.

pg. 27
 Fig: The Collective, UB City Mall, Bengaluru

The Collective have brick & mortar stores in Kolkata, Chandigarh, Bangalore, Mumbai,
Delhi etc & have an online presence in this digital world on the Online website-
https://www.thecollective.in/.

Fig: The Collective website

pg. 28
PROMOTION:

Promotion incorporates publicizing, advertising, and special system. The objective of

promoting an item is to uncover to customers why they need it and why they should follow
through on a specific cost for it.
The Collective does its marketing through social media like Instagram, facebook where there
are different types of marketing like celebrity spotting videos, influencer’s post and videos,
brand campaign videos, Public Relations etc.
Also, The Collective have partnership with brand like Masaba, Sabyasachi, Myntra luxe etc.

Fig: Glimpse of The Collective Instagram page

pg. 29
 Fig: Glimpse of The Collective facebook page

Fig: Social media influencer promoting The Collective

pg. 30
 1.4.4 HIERARCHY

1.4.5 DEPARTMENTS IN THE COLLECTIVE

To run businesses efficiently, different departments are responsible for various tasks, goals,
and outcomes. The department of the company are as follows:

BUYING:

Buying is an important process of Retailing. The Retail buying/merchandising & product

department of Collective looks after the buying process of every season. While buying it
needs to be concentrated on the present market conditions—the speed with which deliveries
will be made, the certainty of obtaining good selections from the entire range, the direction
in which prices will move etc. The buying has to be done perfectly in order to satisfy all the
customer needs so that the Brand could improve its growth and sales. The buying should be
performed according to the Customer needs - Store wise, Location wise, Price band wise,

pg. 31
Fit wise, Size wise, Color wise, design wise etc. These phenomena’s could be identified by
the analysis of the sales of the previous season- store wise and Location wise and also
through the Customers centric Forecasting. Ultimately, thus the Buying plays an important
role in the Brand’s growth ratio and it should also have a perfect check with the competitor
brands in order to run in the same Fashion Track. A retail purchaser is liable for arranging
and choosing a scope of items to sell in retail outlets.

E- COMMERCE:

Electronic commerce is the action of electronically trading of items on web-based

administrations or over the Web. Web based business draws on advancements, for example,
portable trade, electronic assets move, store network the board, Web advertising, online
exchange handling, electronic data interchange (EDI), stock administration frameworks, and
computerized information assortment frameworks. Web based business is thus determined
by the mechanical advances of the semiconductor business, and is the biggest area of the
hardware business.

MARKETING:

Marketing serves as a general function that manages advertising, promotions, public

relations, and sales. Marketing functions include research and development, pricing, sales,
customer service, sales, and communications. In its most limited form, a sales department
advises the marketing department based on its feedback with customers and focuses on
customer contact to drive sales. The marketing department tells sales department what to
highlight and what sales tools to use.

CONSUMER RELATIONSHIP MANAGEMENT:

Customer relationship management (CRM) is the mix of practices, techniques and

advancements that organizations use to oversee and investigate client connections and
information all through the client lifecycle. The objective is to further develop customer
support connections and aid client maintenance and drive deals development. CRM
framework is an instrument that assists with contact the board, deals the executives,

pg. 32
efficiency, and that's just the beginning.

A CRM arrangement assists to center around association's associations with unique

individuals — including clients, administration clients, partners, or providers — all through
your lifecycle with them, including tracking down new clients, winning their business, and
offering help and extra administrations all through the relationship.

CRM frameworks order client information across various stations, or resources, between the
client and the organization, which could incorporate the organization's site, phone, live visit,
post office based mail, advertising materials and interpersonal organizations. CRM
frameworks can likewise give client confronting staff individuals definite data on clients'
very own data, buy history, purchasing inclinations and concerns.

HUMAN RESOURCE:

Human Resources (HR) is the department of a company responsible for the search, selection,
recruitment and training of job applicants and the administration of employee benefit
programs. Human resource responsibilities include compensation and benefits, hiring,
firing, and compliance with any law that may affect the company and its employees. The
presence of a human resources department is an essential part of any company, regardless
of the size of the company. The job of a human resources department is to maximize
employee productivity and protect the company from problems that may arise within the
workforce. Human Resources responsibilities include compensation and benefits, hiring,
firing, and compliance with any laws that may affect the company and its employees.

CUSTOMER CARE:

The primary job of a customer service representative is to address customer problems and
resolve them in a timely and efficient manner. Support representatives interact with
customers through a variety of channels, including phone, email, and social media, ensuring
that any legitimate customer concerns are resolved immediately.

pg. 33
PLANNING:

The business planning department is likewise generally alluded to as essential preparation.

This capacity investigates the drawn out objectives of the organization which, thusly, advises
the improvement regarding authoritative assets and key drives. For instance, an organization
might be developing in light of consolidations and acquisitions. To help this, the
organization might conclude it necessities to put resources into innovation to stay serious. It
would be the obligation of the business arranging office to investigate the examination, cost
and ramifications of such a speculation.

COMMERCIALS AND ACCOUNTS:

Individual accounting includes the concept that transaction amounts processed by each
individual, including each check handling and depositing processes. Several campus units
have two people who share cashiering duties and use the same cash drawer. In this situation,
individual accountability does not exist. Therefore, the unit manager needs to track the daily
deposit reconciliation so if shortages occur frequently, additional controls are put in place.
When cash, checks and other negotiable instruments are transferred from one person to
another, there should always be a document signed by both individuals that identifies each
amount transferred by category, i.e. currency, coin check or any other negotiable instrument.
The two signatures on the transfer form indicate that each person has counted and totalled
the amounts and both parties agree that the amount listed on the form is the amount actually
transferred at every step in the process.

pg. 34
 1.4.6 CUSTOMER SERVICES BY THE COLLECTIVE

NOT ALL MADE TO MEASURE ARE MADE EQUAL

Most People assume Made-To-Measure denotes complete customization. While it is

true that Made-To-Measure is well, made to measure, every brand has its own
signature.
Whether it's the flair of an Italian brand or the formality of British tailoring you are
looking for, The Collective has brand to suit you.
Make a wise selection of your Made-To-Measure brand. After all, on your special
day, you want to make a statement that is your own.

IN-HOUSE EUROPEAN TAILORING

Created from all the experience The Collective has gained working with world-class
brands, The European Tailoring service flatters your unique personality and body
characteristics.
Acquire a European Made-to-Measure wardrobe made with fabrics from the world’s
finest mills in consultation with our in-house experts trained at Saville Row. Choose
more personalisation with hand-crafted shirts, a monogrammed wardrobe or special
printed details.
The complete wardrobe is crafted in Europe and delivered to you in just under four
weeks, at delightful price, starting at Rs. 13,000.

ETON SHIRTS

The first Eton shirt was crafted in 1928. And since then, the brand has always been
known for its fine detailing, quality and attention to every facet of making a world-
class shirt. The Eton Shirt also became known for innovation and technological

pg. 35
leadership, creating the first 100% wrinkle free shirt for Harrod's.
When it debuted in the USA, it became a favourite with CEO's and Hollywood
superstars alike - and it has been chosen for red carpet events regularly, preferred by
stylish stars like Leonardo Di Caprio and Tom Hanks for Oscar Award ceremonies.

SANTONI SHOES

Since its creation in 1975 Santoni pursued its vision refining the heritage of
craftsmanship and Italian excellence.
Santoni handmade in Italy shoes are not for everyone. These are created for
gentleman who appreciate refined luxury in every sphere of their being. From the
fine leathers chosen, to the buckles and laces, to the special soles, Santoni shoes
reflect understated, limited edition luxury in every single step.

TURNBULL & ASSER

Master shirtmakers for 130 years from Jermyn street London, Turnbull & Asser have
dressed silver screen heroes, world leaders, entertainers and royalty including HRH
The Prince of Wales.
Clients will receive a bespoke and a one-of-a-kind shirt unique to the them, from the
range of over 1000 fabrics, and a wide variety of collar and cuff options. The beauty
of true bespoke lies in the fact that the client designs the shirt, so it can reflect their
mood or environment.

pg. 36
 1.4.7 THE COLLECTIVE GIFT CARD

A gift card is a small card that can be exchanged for a specified cash value of goods or
services from a particular business, given as a gift. The Collective also provides its customer
with gift card

Fig: The Collective gift card

WORKING OF THE COLLECTIVE GIFT CARD

Fig: The Collective gift card working

pg. 37
 1.5 PROBLEM DEFINITION

The Collective is a Luxury International Retail of ABFRL which have a wide base of luxury
customers as its target. Also, the company have various loyalty schemes to keep customers
entact. Like any other brand, The Collective also faces certain problems. To study the customer pain points,
in depth study was done for the same. Also, The Collective wants to build a better customer
relation. For that purpose, there is a need to restructure the current loyalty program, so that
the top customer of the collective feels extra special by the brand’s gestures. In order to
attain that comparative study was done on the competitor’s loyalty program. The Collective
plans to launch itself on Whatsapp, so as to provide customer with easy access to shopping.
Additionally, The Collective aims to tie up with luxury restaurants where the customer can
experience dining experience for free of cost in their anniversary or birthday month. Thus,
making the top 200 customers extra special.

1.6 LITERATURE REVIEW

"Luxury" started from the Latin word luxuria, and that implies richness,
abundance,overflow. Luxury is exceptionally extraordinary solace, particularly
among excellent and costly environmental elements. Luxury products have big
league salary versatility of interest: as individuals become richer, they will
purchase proportionately more extravagance products. This likewise implies,
notwithstanding, that should there be a decrease in pay, its interest will drop more
than proportionately. Pay flexibility of request isn't steady as for money, and may
change sign at various degrees of pay. A luxury decent may turn into a need decent
or even a sub-par great at various pay levels. Initially, luxury products were
accessible just to the extremely well off and "highborn universe of old cash" that
offered them a background marked by custom, predominant quality, alongside a
spoiled purchasing experience. Luxury merchandise have been changed by a shift
from uniquely designed (tailor made) works with selective dispersion rehearses by
particular, quality-disapproved family-run and independent ventures to a large
scale manufacturing of specialty marked products by benefit zeroed in huge
partnerships and advertisers. The worldwide extravagance merchandise industry,

pg. 38
which incorporates drinks, design, beauty care products, scents, watches, gems,
gear and purses, has been on a vertical move for a long time. Albeit the specialized
term 'Luxury merchandise's is free of the products' quality, they arefor the most
part viewed as products at the most elevated finish of the market as far as quality
and cost. Luxury products makers fulfill purchaser need by zeroing in on brand,
style, quality materials, better craftsmanship and evaluating than change ordinary
articles into status images. The business rises and falls with the (GDP), seeing
interest move in the midst of financial steadiness and diving in horrible monetary
environments. The US has for quite some time been the biggest territorial market
for extravagance products and it was assessed to keep on being the main individual
extravagance products market in 2020, with a worth of 55 billion euros. The
biggest ten business sectors for extravagance merchandise represent 83% of
generally speaking deals, and incorporate Japan, China, United States, Russia,
Germany, Italy, France, United Kingdom, Brazil,Spain, and Switzerland (Luxury
2022).

Fig: Elite Class owning private jet

LUXURY BRANDS

A luxury brand is a brand that is described by an undeniable degree of value,

eliteness and high sticker prices. Luxury brands are available in various areas,

pg. 39
particularly retail, accommodation also auto. Luxury brands don't look to serve the
majority, nor do they need their items to be promptly accessible, even at excessive
costs. Shortage is key with regards to luxury showcasing, and this is what makes
it optimistic in any case. It's not the rich that fuel the extravagance area, it is as a
matter of fact individuals who try to have a place with this fragment. Thus a brand
that needs to prevail in being an luxury brand, requirements to keep an undeniable
degree of eliteness and shortage, notwithstanding other premium qualities.

Fig: The luxury brands

Different Characteristics of Luxury Brands Include:

● Craftsmanship
● Legacy
● Refinement
● Inventiveness
● Prevalent Performance

The pattern in present day luxury is basically an item or administration that is

promoted, bundled, and sold by worldwide partnerships that are engaged "on
development, perceivability, brand mindfulness, promoting, and, most
importantly, benefits."
Worldwide shopper organizations, like Procter and Gamble, are additionally
drawn to the business, due to the trouble of creating a gain in the mass customer
merchandise market. The client base for different extravagance products keeps on

pg. 40
being all the more socially broadened, and this presents more inconspicuous
provokes and new chances to organizations in this industry.

The three prevailing patterns in the worldwide luxury merchandise market are:
● Globalization
● Combination: Consolidation includes the development of large organizations
and responsibility for across many sections of luxury items. Models incorporate
Kering, LVMH and Richemont, which overwhelm the market in regions going
from extravagance beverages to design and beauty care products.
● Enhancement (Luxury 2022)

1.7 OBJECTIVE

The objectives of this graduation project were as follows:

• To study the customer behavior and understand there pain points by personally
attending calls, reverting emails and analysing NPS score of The Collective & Mono
brands. And then providing suggestive measures for same.
• To study competitors of The Collective and there existing loyalty programs
• To restructure the customer loyalty program of The Collective (Aditya Birla Fashion
And Retail Limited) by launching whatsapp live feature and collaborating with the
top luxury restaurants and salons.

1.8 METHODOLOGY

In this research paper, to restructure the existing loyalty program of The Collective. There
was secondary research done through web, whereby top luxurious restaurants & luxurious
salons were selected for Delhi and Mumbai and cities where The Collective have its stores.
The contact numbers, email id, address and their price for the same.

After the secondary research, a mail is proposed and sent to the restaurants. Then the phone
calls were made for same and to have a in depth discussion on terms and condition for the

pg. 41
deal. Thus, including itself in the primary research.
Also, a questionnaire was designed for the whatsapp live feature which is about to be
launched by The Collective. The questionnaire was filled by the customers of The
Collective. Thus it being primary data.

1.9 SCOPE

The scope and nature of this project is that it would be beneficial for the company as well as
for personnel. As it will give a better understanding about The Collective relationship with
its customers and various services that it provides to its customers. This would also help the
company to know and understand its customers better so that the company is aware what
improvements needs to be done to retain its loyal customers and acquire more customers. It
also helps in knowing the satisfaction level of the customers with the services provided by

The Collective will additionally retain more customers by making them feel extra especial
on their birthday months/ anniversary months by letting them experience luxury dining or
salon treatment cost free. Just as a sweet gesture of brand towards its loyal customers (The
Prive customers). Also, for other customers, The Collective is planning to launch The
Collective Whatsapp live feature. As everyone nowadays is very much comfortable in using
whatsapp.

pg. 42
 Chapter 2

This chapter discusses about the consumer behavior and

understanding their pain points by personally attending calls,
reverting emails and analysing NPS score of The Collective & Mono
brands. And then providing suggestive measures for same.

pg. 43
 2.1 STUDYING CONSUMER BEHAVIOUR

Consumer Behaviour is the investigation of people, gatherings, or associations and every

one of the exercises related with the buy, use and removal of labor and products. Buyer
conduct comprises of how the purchaser's feelings, mentalities and inclinations influence
purchasing conduct (Consumer Behavior 2022).

2.1.1 ATTENDING CUSTOMER CALLS

The manner in which client answer client support call can decide if the client's experience
is positive or negative. Before one even get the client's justification behind calling, one
should lay out an association with beginning hello. The hello gave to the client can establish
the vibe for the whole call and decide if the client stays steadfast or decides not to return.

In The Collective, after picking the call, customer was greeted and then his/ her query was
listened and then the immediate solution for the same was trying to be provided. The
customer provides the purchase id which is typed in the Flyte BO software The main
concerns of customers were the delivery date, return, wrong size, wrong product, refunds
etc. For keeping an eye on the customer order and answer the customer complaint, the
software named Flyte BO was used. In this software, the order number of customer is pasted,
in order to get further details regarding the order as per what is order, which brand and
quantity ordered, date etc.
For tracking the order, Bluedart is used, whereby the tracking number is paste of the order
and estimated delivery date is conveyed to customer.

pg. 44
 Fig: Image of Flyte BO Software

2.1.2 ATTENDING CUSTOMER MAILS

The fundamental issue with further developing client assistance email the board is that many
organizations battle to deal with the sheer measure of messages they get from their clients.
Considering what clients anticipate from companies concerning email client care
communications, those companies which don't give email support that fulfills the needs of
their clients are possible losing a ton of clients that they may not realize they have lost. This
places a ton of organizations in an off-kilter position, where they need to further develop
their email emotionally supportive network, yet don't have the labor or assets to do as such.

pg. 45
 Fig: An interface from Dynamics 365

The Collective answered the mails through a software named Microsoft Dynamics 365.
Whereby the executive answers the mail by seeing the active cases. Date wise and
downloading the excel for same.

Fig: Sample of excel list of the customer’s complaints

pg. 46
 Fig: The active cases which need to be answered

The Collective had standard replies which were supposed to be given for common problems
faced by the customers.

Fig: An example of customer email reply regarding return request

pg. 47
After the mail is being reverted by The Collective, the executive closes the case according
to the query or complain and whether it is solved or not and closed the case accordingly,
later the status is updated on the downloaded excel sheet.

Fig: Closing the case after reverting the e mail.

2.1.3 NPS SCORES OF TC AND MONOBRANDS

Net advertiser score is a generally utilized statistical surveying metric that regularly appears
as a solitary study question requesting that respondents rate the probability that they would
suggest an organization, item, or a support of a companion or partner.
TC stands for the Collective and mono brands comprises of four main brands that are
Hackett London, Polo Ralph Lauren, Fred Perry and Ted Baker respectively.
There is a confidential website namely LimeSurvey.co where the response to this
questionnaire is filled by the consumers. The excel is downloaded from there and then the
NPS is updated according to dates and months and stores. And is uploaded to another excel
than in case id brand incur increase in detractors than the officer of that particular store calls
the respective customer, in order to give personal attention to the problem. (Questionnaire
in the annexure)

After logging in the Lime survey, there were links for various mono brands of The Collective which
had feedback by the customers on the questions which are asked by the customers of The Collective

pg. 48
which help mono brands and The Collective to know the functioning of brands. Also, which
customer has what problem with the brand which is later solved by the store manager calling them
personally to solve the issue & apologize on the behalf of the brand for dissatisfactory experience of
the customer.

Fig: Glimpse of Limesurvey

After clicking on a particular link, an excel was downloaded which had feedback and data
of the customers. Later which was sorted by the score that customer gave the brand.
Customers who gave 9 or above are the promoters and the customers who gave 6 or lower
marks were the detractors.

pg. 49
 Fig: Excel data of brand after customer’s feedback

The detractors and promoters are put in the formula to get the NPS of mono brands and TC
(since it was confidential, the figures are different than the originals)
Steps to calculate NPS:
Step1: Get the number of promoters, passives, and detractors.
Step 2: Collect the total number of responses you have received.
Step 3: Compute the percentage of promoters and detractors with respect to this total.
Step 4: Compute your NPS by subtracting the percentage of detractors from promoters.

Formula:
NPS = % of Promoters – % of Detractors

1
HKT Stores
Date (As on ) 07-Mar Date from 22-Sep

Total No of
Feedbacks Promoters Detractors %Promoters %Detractors
53 46 4 87% 8%

NPS 79%
NPS of HKT stores

pg. 50
PRL Stores
Date (As on ) 07-Mar

Total No of
Feedbacks Promoters Detractors %Promoters %Detractors
52 39 5 75% 10%

NPS 65%

NPS of PRL stores

Fred Perry Store

Date (As on ) 07-Mar

Total No of
Feedbacks Promoters Detractors %Promoters %Detractors
15 10 3 67% 20%

NPS 47%

NPS of Fred Perry stores

Ted Baker Stores

Date (As on ) 07-Mar

Total No of
Feedbacks Promoters Detractors %Promoters %Detractors
47 38 4 81% 9%

NPS 72%

NPS of Ted Baker stores

pg. 51
These are daily updates of NPS, likewise NPS is maintained on monthly basis and storewise
also.

This is the NPS for the month of January 2022, along with different The Collective stores
and their store ratings by customers

NPS
8
%
11
14

74

Detractor Passive Promoter

Fig: Above are the NPS, for the month of January

pg. 52
 7.00
Star Rating of Store
7.00
6.38
6.50
6.00 6.00 5.89 5.86 5.80 5.67
6.00
5.50
5.50
4.88
5.00
4.50
4.50

4.00
TC Lucknow
TC Pune

TC Chennai

TC D

TC VK

TC Banglore
TC GGN

TC Chandigarh
TC Hyderabad

TC Mumbai

TC Kolkata
Fig: Above are the store wise star rating for the month of January

Fig: Above are the store wise NPS for the month of January

pg. 53
120%
100%
100% 88% 86%

80% 67% 67%

63% 63%
60% 50% 50%
46%

40%

20%
0%
0%

NPS by Store

Fig: Above are the store wise NPS for the month of January

Fig: the questions asked and graphical representation of data

Fig: the questions asked and graphical representation of data

pg. 54
 2.2 FLOWCHART REPRESENTATION OF CUSTOMER
ISSUES

After attending the customer calls, reverting the e mails and also maintain the NPS for The
Collective and mono brands. There is observation of certain major problems that the
customers face. The problems include product related defects, information, CRM related,
technical or request. In the flowchart there is step by step representation of how the
customers problem will be solved. Below is the flowchart representation of the main
consumer issue’s and how they are to be solved (next page):

pg. 55
pg. 56
 2.3 INSTAGRAM MARKETING

Instagram advertising is a kind of web-based media showcasing, which includes advancing

a brand on Instagram. This online media stage assists brands with interfacing with a gigantic
crowd, increment brand mindfulness, and lift deals.
The Collective have its page on Instagram by the name collectiveindia.

Fig: Glimpse of The Collective Instagram page

The page post stories, highlights regarding their brands and stores.

pg. 57
 Fig: The Collective Instagram Glimpse

The page is basically promoted by the Instagram influencers posts and videos, celebrity
spotting posts and videos, and brand campaign videos and posts.

An excel was created for assortment of Instagram posts on the basis of celeb spotting posts,
brand campaigning videos, influencers post and influencers videos. According to the brands
of The Collective which are Fred Perry, Ted Baker, Polo Ralph Lauren, Hackett London,
Lagerfeld, Seven for All mankind, Michael Kors, Versace Jeans, True Religion, Farrah,
Taramarossa, Hugo, Moschino, Shantanunikhil etc. Later the list was forwarded to
advertising company which would share the customers with their favorite brand posts.

pg. 58
 Chapter-3

This chapter focuses on competitors of The Collective and there

existing loyalty programs

pg. 59
 3.1 COMPETITORS OF THE COLLECTIVE

A competitor’s brand is a rival brand that offers comparative items or administrations for
similar individuals as a current brand and try to acquire a higher piece of the market,
expanded income, benefits, perceivability, crowd, and grow out of the opponent brand by
taking their clients with better promoting procedures. The Collective ABFRL is an
international luxury retail brand and there are various competitors of The Collective
ABFRL. Some of them are:

Reliance Brands has revealed another retail drive 'The White Crow'. gives a multi-tactile
encounter to clients searching for a superior contribution. A portion of the brands are:
Superdry, Salvatore Ferragamo, Scotch and Pop, Adidas Firsts, Creeks Siblings, Steve
Incense, Armani Trade, Mentor, Diesel, Replay, Rise, DC Shoes, Canali and Kate Spade.

The store is an illustration of a contemporary retail design worked from a nearby

comprehension of what the customer likes and how they act - - right from the store plan to
the brand determination and the customer experience. One of the most fascinating parts of
TWC is the idea of blended promoting, as against the standard shop-in-shop design and the
categorisation in view of items as opposed to brands. The store consequently presents an
exceptionally organized style assortment from north of 44 premium brands. The actual items
are separated under design and way of life classes - easygoing wear, formal wear,
customisation area, scent library, purses and shoes, collectibles, gear and flatware. The
blended promoting design is client amicable, assisting customers with picking from a plenty
of decisions across every one of the classifications presented in the store. New brands are
added consistently. Reliance Brands Ltd (RBL) is essential for Reliance Businesses Ltd, that
started activities in 2007 to foster the premium to extravagance section. RBL today works
784 entryways, split into 438 mono-brand stores and 346 shop-in-shops in India (White

pg. 60
Crow 2022).

Tata CLiQ is Hand-picked and 100 percent Authentic - obtained directly from the
best brands and their approved affiliates from India and across the world, only for
customer.

Start the excursion online with one of the quickest developing, internet business
brands in the nation and have a consistent web based shopping experience. Drench
in the delight of perusing the best Indian and worldwide brands in style, extravagance,
hardware and adornments.

Then, at that point, go disconnected with us. Taking advantage of solid image
accomplice brand, adaptable Phygital experience consolidates the simplicity of
shopping on the web with the consolation of purchasing from a physical store. Utilize
our 'CLiQ and PiQ' and 'QUiQ Exchange' administrations to get or return what one've
purchased, in-store across a container India organization of in excess of 1,600 stores
and more than 100 accomplice brands.

Likewise Stay Qued with powerhouses on the Que Magazine, which is the spot for
genuine exhortation from genuine individuals. Get their interpretation of what's going
on in design, tech and life.

Join the Luxury CLiQue

Entertain oneself with the easy street with the country's biggest web-based
extravagance objective. Company bring to you clothing, adornments - including

pg. 61
shoes, packs, belts and watches, and home style from the best worldwide
extravagance marks. The restrictive assortment offers liberal giving choices,
regardless the event.

Perfect Everyday

At IndiLuxe, company uncover wonderful accounts of Indian craftsmanship and

culture that support a promise to our foundations. Company features a shop of Indian
extravagance brands for our clients who look for quality, manageability and
significance. With motivating assortment of design, excellence, home stylistic theme
and that's only the tip of the iceberg, add that bit of flawlessness to customer’s
ordinary (Tata Cliq Luxury 2022).

AJIO, a design and way of life brand, is Dependence Retail's advanced business drive
and is a definitive design objective for styles that are handpicked, on pattern and at
costs that are the best you'll find anyplace.

Commending dauntlessness and uniqueness, Ajio is continually hoping to bring a

new, current and available viewpoint to individual style.

At the core, all things considered, Ajio's way of thinking and drives highlight one
straightforward truth - inclusivity and acknowledgment as the best way to make our
general public somewhat more accommodating. Furthermore, en route, somewhat
more snappy, whether through making case assortments make assembling
extraordinary looks simple, making elite worldwide brands accessible in one spot,
restoring India's rich material legacy through the Non mainstream assortment or

pg. 62
making incredible style a simple buy through the in-house brand AJIO Own.

With the high level web framework worked by JIO and a vigorous actual retail
business worked by Dependence Retail, we're making a separated internet business
model for India through AJIO. This model involves consistent reconciliation of on
the web and disconnected models while developing across unrivaled client
experience, conveyance administrations and installment biological system.
Reliance’s e-commerce platform Ajio Luxe is the one which caters the elite class of
the population. It nearly consists of every brand that serves the luxury.

Nykaa Style was sent off in 2018, as an arranged and oversaw commercial center with an
undertaking to motivate shoppers to settle on design and way of life decisions that best suit
them. they have a wide arrangement of contributions, across price tags, to take special care
of ladies, men and offspring of assorted socioeconomics. As of Walk 31, 2021, Nykaa
Design housed 1,350 brands and over 1.8 million SKUs with style items across four shopper
portions: ladies, men, youngsters and home. Inside these buyer sections, we stock across a
few classes including western wear, Indian wear, undergarments, footwear, packs, gems,
adornments, athleisure, home style, shower, bed and kitchen to take special care of the

pg. 63
assorted shoppers' excursions across our foundation. They offer a blend of brands across laid
out public brands, worldwide brands, extravagance marks, and arising names and
originators.
The Nykaa Luxe caters the elite class by offering the apparel and accessories designed by
well renouned designers

The excursion of Darveys.com started back in the year 2014 with the expect to change
extravagance design shopping in India. Sending off a never heard before stage for Indian
clients to have the option to purchase Authentic Luxury Brands at limits or costs that one
gets abroad and the capacity to be a piece of the Christmas deals abroad came up in the
psyche of our originator Mr. Nakul Bajaj during a visit from his mom while he was learning
at Emory University, Atlanta, Georgia USA. A Prada satchel that his mom bought would
have cost close to a large portion of the cost in a Multi Brand Authorized Boutique in New
York and that is the manner by which the possibility of Darveys.com appeared, with right
now offering its administrations just inside India. This basic episode gave method for
working with the Indian clients with purchasing their cherished Luxury Brands at limits
from across the globe while sitting at the solace of their homes. In addition to that, in any
event, when somebody is making a trip to Italy they can't go to 50 distinct stores/shops in
Milan/Rome/Florence to observe the most minimal cost for the item they are hoping to buy.
That is actually where Darveys comes in! It works with 500+ Authorized stores/shops across
USA and Europe and allows the client to purchase the things, comprehensive of obligation
and duties, with simply the snap of a button.

pg. 64
Established in late 2014, Luxepolis is today perceived as a distinct advantage in the Indian
extravagance industry and assuming a huge part in forming the fate of India's upscale way
of life products industry. Luxepolis is trusted by a great many high spenders in India and
timekeepers higher normal deals per request. Alexa, an Amazon advanced traffic observing
organization, reliably positions Luxepolis at the highest point of the traffic diagrams among
all upscale design stages in India. Luxepolis give clients a wide choice of valid upscale items
surpassing 47,000 new and affirmed used marked items, covering more than 500 Indian and
worldwide extravagance brands like Rolex, Louis Vuitton, Gucci, Dior, Chanel, Omega,
Patek Philippe, Audemars Piguet, Michael Kors, Coach, Sabyasachi and so on - the biggest
stage in India in its class. Fresh out of the box new items are obtained from Luxepolis' trusted
worldwide obtaining and store network organization of driving extravagance design shops
across the world. Upheld by exclusive data set of upscale marked items, verification systems
and 200+ individual years experienced worldwide validation group, guarantees the
genuineness and nature of each item presented on our foundation. Luxepolis is the main
organization that gives Authenticity Certificate since the beginning and has 100 percent
history of transportation just real items.They additionally cooperated with major NBFCs and
practically all significant bank Visa organizations to broaden long term residency EMIs on
our item buys. We collaborated with basic shipment strategic organizations to guarantee our
clients experience the best of the items and administrations.

pg. 65
 3.2 LOYALTY PROGRAM

Loyalty programs, supported by retailers and different brands, offer prizes, limits, and other
exceptional impetuses as a method for drawing in and hold clients. They are intended to
empower rehash business, offering individuals a compensation for store/brand reliability
(consequently the name). Regularly, the more frequently a client belittles the shipper and
the more they spend-the more prominent their prizes.

KEY TAKEAWAYS

• Loyalty programs are presented by retailers and different companies as a method for
drawing in and hold clients.

• Loyalty programs offer prizes, limits, or other unique motivating forces and are
planned as a compensation for a client's recurrent business.

• Loyalty programs benefit organizations by creating client unwaveringness as well as

by giving essential data on how clients are spending and what items or kinds of offers
are generally engaging.

pg. 66
 • While brands like Starbucks utilize faithfulness programs, a few retailers, for
example, Costco and Amazon depend rather on yearly enrollments.

Motivation behind a Loyalty Program

Faithfulness programs give two key capacities: They reward clients for their rehashed
support, and they give the responsible organization an abundance of purchaser data and
information. While organizations can assess unknown buys, the utilization of an
unwaveringness program offers extra subtleties on the kind of items that might be bought
together, and regardless of whether certain impetuses are more compelling than others.
Loyalty programs especially apply to high-volume organizations that blossom with bring
clients back. What's more since it's more costly to obtain another client than to offer to a
current one, the possibility of making a steadfast after is principal to adding esteem. When
fittingly executed, rehash clients will assist with enrolling new ones for a portion of the
expense of conventional advertising techniques.

At the point when these projects are incorporated into the client's regular everyday practice,
they can develop genuine brand devotion. Frequently, clients get put resources into the
program-and they will adhere to a lodging, store, café, Visa, or aircraft in light of focuses or
compensates they've gathered in its faithfulness program, more than whatever else.

3.3 COMPETITOR’S BRAND LOYALTY PROGRAMS

Studying brand loyalty program of competitor’s is important as it helps in knowing where

the home brand stands in market.

3.3.1 WHITE CROW LOYALTY PROGRAM

Since White Crow is a retail outlet of Reliance Brand Limited. Like any other retail outlet
of Reliance. This also have one Reliance one card

pg. 67
RelianceOne, the most rewarding and transparent Loyalty program

• Widest range of products and outlets: Earn & redeem points across 1200 stores on
various products like Grocery, Apparels, Footwear, Luggage, Sunglasses, Spectacles
and Contact lens.

• Lifetime validity of Points:Earn Points for your spends at participating Reliance

Retail stores. RelianceOne points do not expire & can be redeemed at any partner
store at 70 paise per point. For details on the points earn structure

• One large Family: Be a part of the ever growing RelianceOne family. Keep using
your card while shopping to enjoy its benefits (Reliance One 2022).

pg. 68
 fig: advantages of Reliance One card

3.3.2 TATA CLIQ LUXURY LOYALTY PROGRAM

The Tata Cliq luxury does not have a loyalty program at the moment. Although it offers
various coupons to its customer to redeem from on various products and payment modes.

pg. 69
 3.3.3 AJIO LUXE LOYALTY PROGRAM

Since the Ajio Luxe is available on the the Ajio app. Therefore the loyalty program stays the
same. Irrespective of different target customers. The loyalty program includes:

1. Offer: Acceptance of Loyalty reward points on Ajio online website (i.e. Loylty Rewardz
points of Credit Card and Debit Cards) at www.ajio.com(“Ajio”).

2. This Offer is run and managed by Loyalty Rewardz Management Private Limited
(“Loyalty”).

3.Offer is applicable only for valid unexpired Loyalty rewards points received under debit
card/credit Card, issued by various banks to the customer as per the terms and conditions of
the customer’s respective Banks.

4. Customer can make use of their Loyalty rewardz points for purchasing various products
from Ajio website online.

5. Customer purchasing from Ajio by way of redeeming the Loyalty rewards points are
required to select on redeeming the value under Loyalty points before making the final
payment. Balance amount, if any for the purchase of product post redemption to be paid by
the customer over and above the redemption value.

6. Loyalty rewardz Points earned by the Customer cannot be encashed from Ajio. Customer
shall also earn additional two points on each purchase value of ₹100/- through the Credit /
Debit card from Ajio through Loylty Rewardz under the customer Credit/debit cards rewards
point as per the terms and conditions of Loyalty and more particularly mentioned
under www.maxgetmore.com.

7. Participation to this offer is purely voluntary.

8. No communications about the offer will be entertained by Ajio, all communications

pertaining to the offer shall be provided by Loylty to its customers.

pg. 70
9. Terms and Conditions of Banks and Loyalty will be applicable on Loylty Rewardz Points
and its redemption.

10. Terms and conditions of Loylty are available at www.maxgetmore.com.

11. Ajio do not assume any liability whatsoever arising out of this Offer. Maximum Liability
of Ajio is limited to the value of the points redeemed by the customer under the offer.

12. All disputes are subject to the laws of India and Courts at Mumbai only shall have
exclusive jurisdiction (Ajio Luxe 2022)

3.3.4 NYKAA FASHION LUXE LOYALTY PROGRAM

Nykaa Fashion Luxe doesn’t have a loyalty program. Though Nykaa beauty app do have a
loyalty program for its customers. As Nykaa beauty luxe is pre-established but Nykaa
Fashion luxe is new in the market.

3.3.5 DARVEYS LOYALTY PROGRAM

The Darveys does not have a loyalty program at the moment. Although it offers various
other offers like selling branded products on discounted price.

3.3.6 LUXEPOLIS LOYALTY PROGRAM

The Luxepolis does not have a loyalty program at the moment. Although it offers various
other facilities to its customers like authentic products and for the order amounts equal to or
under Rs.30,000, shipping & handling fee is Rs. 200. For the order amounts above
Rs.30,000, shipping & handling fee is Rs. 470. Offres on door delivery and easy return
policies.
.

pg. 71
 Chapter-4

This Chapter discusses about how The Collective restructure the

existing customer loyalty program

pg. 72
 4.1 CURRENT LOYALTY PROGRAM OF THE
COLLECTIVE

The Collective also have a loyalty program.The Collective Loyalty Program accompanies a
large group of elite benefits. It have two levels in this program - Friends of The Collective
and welcome just Prive enrollment. Each one of the participations are for lifetime.

To turn into a Friend of The Collective customers necessities to spend over INR 3000 at
store or online on www.thecollective.in in an exchange and become a piece of The
Collective dependability program.

The Collective Prive clients appreciate elite advantages, saved distinctly for our most
esteemed clients and clients. To turn into a Prive part, a program for the limited handful; one
need to spend a specific sum throughout a year prior getting a greeting.

As a Prive part, one become qualified to following advantages -

Devoted Personal Shopper – one would be doled out a committed relationship supervisor
who is a pro at conveying a heavenly encounter and design styling. They will be in
immediate contact for every one’s questions, from straightforward size and fit inquiry to
styling proposal for your unique day

Elite Prive preview - As a Prive part, one would be get the main right to say "No" to the
most recent assortment organized by our purchasers in our store and on the web.

Early Sale access – one will get extraordinary welcome for deal occasion, to shop before the
overall population, close by select limits and review and some more…

pg. 73
 Fig: The Collective Candle as a part of gesture to its customers

Fig: The Collective Candle as a part of gesture to its customers

After client becomes prive member. It is for lifetime. There is no minimization once client
become a part.

To procure The Collective loyalty points each time client make a buy at store or on our web-
based entry (thecollective.in). He/She will get 2% of the worth of merchandise as

pg. 74
dependability focuses.

Points will be credited to your record in 24 hours in the event that the buy was made at store
Points will be credited post return window for example 15 days from the day of conveyance
of item, in the event that the buy was made on the web.

To change over these loyalty points one should realize that every steadfastness point merits
a Rupee. So if he/she have 10,000 loyalty points, can reclaim it against your request for INR
10,000.

The legitimacy of the reliability focuses are that they lapse 180 days from the day of credit
to your record.
Loyalty points resemble your cash that you can join with any deal/advancement/rebate.

Assuming clients return or drop the request made utilizing steadfastness focuses. It will be
discounted in his/her record inside 48 hours post return get or crossing out demand date.

To recover "The Collective loyalty points", one should give following-

• Select the sum you need to reclaim

• Versatile number if there should arise an occurrence of store or sign into your web-
based represent web based business exchange
• Give OTP that is shipped off your enlisted versatile number

The Collective loyalty points and participation are not transferrable. The offices and
advantages of the enrollment can be profited exclusively by the part.

pg. 75
 Fig: The Prive Card

Additionally, The Collective sends birthday cake and anniversary cake on customers special
day. The customer gets birthday coupons which can be used on the day of birthday to get
discount on the favorite luxury brand. It serves as a gift from The Collective on customer’s
birthday (The Collective 2022).

Fig: The Prive Card

pg. 76
 4.2 RESTRUCTURING THE CURRENT LOYALTY
PROGRAM

There is a need to restructure the current loyalty program, so that the top customer of The
Collective feels extra special by the brand’s gestures. In order to restructure the existing
loyalty program of The Collective aims to tie up with luxury restaurants where the customer
can experience dining experience for free of cost in their anniversary or birthday month.
Thus, making the top 200 customers extra special

4.2.1 INITIAL RESEARCH FOR LEAD GENERATION

The initial research included the name of various luxury restaurants which are in the cities
where The Collective is located. Below is the list of Luxury restaurants of Delhi:

COST FOR
RESTAURANTS OF CONTACT TWO
DELHI CUISINE NO. ADDRESS (APPROX)
The Leela Palace, 10th
Floor, Diplomatic
Enclave, New Delhi, Delhi
Le Cirque ITALIAN 011 3933 1390 110023 ₹ 5,000
The Claridges, 12, Dr APJ
Abdul Kalam Rd, Tees
January Road Area,
Motilal Nehru Marg Area,
Sevilla MEDITERRANEAN 011 3955 5000 New Delhi, Delhi 110011 ₹ 4,500
Le Meridien Gurgaon,
Gurgaon-Delhi Border,
Sector 26, MG Road,
Bella Cucina ITALIAN 0124 4992007 Gurgaon Rs. 4,000
Hyatt Regency, Bhikaji
La Piazza ITALIAN 011 26791234 Cama Place, New Delhi Rs. 4,500

pg. 77
 The Imperial, Janpath,
San Gimignano ITALIAN 011 41116608 New Delhi Rs. 5,500
The Westin Hotel, Sector
Prego ITALIAN 011 71564619 29, Gurgaon Rs. 4,000
Hyatt Regency Delhi,
+91 11 4760 Bhikaji Cama Place, Ring
The China Kitchen CHINESE 0559 Road Rs 4,500
House Of Ming - The Taj
House Of Ming - The +91 11 2302 Mahal Hotel - Mansingh
Taj Mahal Hotel CHINESE 6162 Road Rs 5,500
Shang Palace - +91 9599 787 Shang Palace - Shangri-
Shangri-La's - Eros 833 & +91 11 La's - Eros Hotel - 19,
Hotel CHINESE 4119 1040 Ashoka Road, Janpath Rs 3,500
The Claridges, 12, Near
Lodhi Road, Lodhi Road,
Dhaba By Claridges NORTH INDIAN 9.11133E+11 New Delhi INR 4350
Itc Maurya, Chanakyapuri,
Sardar Patel Marg, New
Bukhara NORTH INDIAN 9.11146E+11 Delhi INR 6550
Sheraton Hotel, District
Dakshin SOUTH INDIAN 9.11143E+11 Centre, Saket, New Delhi Rs.3050
SOUTHEAST The Imperial, Janpath
The Spice Route - The ASIAN Lane, Connaught Place,
Imperial RESTAURANT 011 4111 6605 New Delhi, Delhi 110001 ₹ 6,000
The Taj Mahal Hotel,
No.1, Mansingh Road,,
Near Khan Market, India
Gate, New Delhi, Delhi
The Grill Room EUROPEAN 011 6656 6162 110011 ₹ 4,500

pg. 78
 Below is the list of Luxury restaurants of Mumbai:

COST FOR
RESTAURANTS OF CONTACT TWO
MUMBAI CUISINE NO. ADDRESS (APPROX)
Grand Hyatt Mumbai
Hotel and Residences
Bandra Kurla Complex
Vicinity, Off, Western
Express Hwy, Santacruz
East, Mumbai,
Celini ITALIAN 022 6676 1673 Maharashtra 400055 ₹ 5,000
The Leela, Andheri-Kurla
Road Vijay Nagar Colony
West, Marol, Andheri
East, Andheri(E,
Le Cirque Signature ITALIAN 022 6691 1344 Maharashtra 400059 ₹ 6,000
C 56, Trident Road, G
Block BKC, Bandra
Kurla Complex, Bandra
East, Mumbai,
Botticino ITALIAN 022 6672 7777 Maharashtra 400098 ₹ 4,000
Chhatrapati Shivaji
International Airport
Area, Vile Parle,
Mumbai, Maharashtra
Romano's ITALIAN 022 6882 8661 400099 ₹3,000
The Oberoi, Mumbai,
Nariman Point, Mumbai,
Vetro and Enoteca ITALIAN 022 6632 6215 Maharashtra 400021 ₹ 4,500
Raheja Tower, Bandra
Yauatcha, BKC CHINESE 092222 22800 Kurla Complex, Bandra INR 2,800

pg. 79
 East, Mumbai,
Maharashtra 400052
Byramji Jeejeebhoy
Road, Bandstand
Promenade, Bandra
West, Mumbai,
Ming Yang, Bandra CHINESE 022 6668 1234 Maharashtra 400050 INR 5000
The Taj Mahal Palace &
Tower, Apollo Bunder,
Golden Dragon CHINESE 9.12267E+11 Colaba, Mumbai INR 5000
Level 37, 462, Senapati
Bapat Marg, Lower Parel,
Mumbai, Maharashtra
By the Mekong, St Regis CHINESE 086575 22956 400013 INR 4,000
Chhatrapati Shivaji
International, Western
Express Hwy, Navpada,
Manuhaar (The Airport Area, Vile Parle,
Vegetarian Thali Mumbai, Maharashtra
Restaurant) MARWADI 400099 INR 3,500
Ground Floor Inspire
BKC E, G Block BKC,
Bandra Kurla Complex,
Bandra East, Mumbai,
Trèsind INDIAN 089280 00057 Maharashtra 400051 ₹ 4,000
The Oberoi, Nariman
+91 22 6632 Point, Mumbai 400021,
Ziya INDIAN 6210 India ₹4,500
The Taj Mahal Palace,
Mumbai, Apollo Bandar,
+91-22-6665- Colaba, Mumbai,
Wasabi By Morimoto JAPANESE 3202 Maharashtra 400001 ₹ 12,000

pg. 80
 Kalapesi Trust Building,
Near Hotel Suba Palace,
CS Maharishi Marg,
The Table CONTINENTAL 912222825000, Colaba, Mumbai ₹ 4,000

Similar to Delhi & Mumbai, the excel have details of all the top luxury restaurants and salons
wherever TC stores are located, namely Pune, Chandigarh, Bangalore, Kolkata etc. Out of
the top luxury restaurants/ salons, the yellow highlighted ones are the restaurants/ salons
who replied to the offer.

The excel have details of all the top luxury restaurants and salons wherever TC stores are
located, namely Mumbai, Pune, Delhi, Chandigarh, Bangalore, Kolkata etc. Out of the top
luxury restaurants/ salons, the yellow highlighted ones are the restaurants/ salons who
replied to the offer.

pg. 81
After the secondary research, a mail is proposed and sent to the restaurants. Then the phone
calls were made for same and to have a in depth discussion on terms and condition for the
deal. Thus, including itself in than primary research.

4.2.2 SENDING EMAILS FOR COLLABORATION

A formal mail was sent to the top luxury restaurants in whichever city The Collective have
its stores for collaboration from office email id.

pg. 82
 4.2.3 LUXURY RESTAURANTS WHO REVERTED FOR
COLLABORATION

NAME CITY ADDR CONT E MAIL ADDRESS RESTAU OUR

OF THE ESS ACT RANT'S RESP
RESTA NO. RESPON ONSE
URANT SE
Trident, The +91 Natassia.Balsara@ob wants to 28
Nariman Mumba Oberoi, 983317 eroihotels.com fix a meet April
Point, i Mumbai 3471 call at 5
The , pm
Oberoi Narima
(Enotica n Point,
&Vetro, Mumbai
Ziya) ,
Mahara
shtra

pg. 83
 400021

Sheraton New Sherato +91 Siddhant.Sharma@it going to yet to

(Dakshin) Delhi n Hotel, 999 90 chotels.in share no. receive
District 13 220 of
Centre, concerned
Saket, person for
New collaborati
Delhi on
Grand Chenna Grand 959708 johnson@grtgrand.c mail sent Mr.
By GRT i by GRT 5520 om, Johnso
Hotels Hotels, www.grthotels.com ns-
(J.Hind ) 120, Sir chenna
Thyagar i F&B
aya
Road, T.
Nagar,
Chennai
Yauatcha Raheja +91 harsha.tikyani@kaho wanted to wants
Mumba Tower, 98204 spitality.com fix a meet to
i Bandra 08696 on connec
Kurla (08/4/22) t on 14
Comple April
x, 2022
Bandra
East,
Mumbai
,
Mahara
shtra
400052

pg. 84
MKT – Delhi The 958258 zaidi-qismat@dlf.in Wanted to asked
The Chanak 8575 have a call for
Chanakya ya Mall, on resched
Tikendr 06/04/22 ule
ajit
Marg,
Chanak
yapuri,
New
Delhi,
Delhi
110022
ITC Kolkata JBS 987149 anurag.leekha@itcho wants Details
Royal Haldane 2425 tels.in details for yet to
Bengal Avenue, how be sent
(Grand EM "collaborat (monet
Market Bypass, ion to be ary)
Pavilion) Science mutually
City beneficial
Area, for our
Kolkata brands"
Taj Falak Hydera Engine 938191 Tfpcs.hyd@tajhotels. Detailed asked
Numa bad Bowli, 9006 com mail reply them
Palace Falaknu whereby for a
ma, Taj meet
Hydera FalakNum
bad, a listed
Telanga various
na restaurants
500053 in it.
Also,the
offers that
it is ready

pg. 85
 to provide
with each
of its
restaurant

Park Hydera Road + 91 rahat.khan@hyatt.co to call on call to

Hyatt bad No. 2, 770220 m 770220259 be done
Hyderaba Sri 2599 9 / for
d Nagar 837495357 monetr
Colony, 0 y
Kamala discuss
puri ion
Colony,
Banjara
Hills,
Hydera
bad,
Telanga
na
500034
Le Delhi Le 9.1844 Dhinender.kandpal@ to call on call to
Meridien Meridie 7E+11 lemeridien.com 844742700 be done
(Bella n 8 for
Cucina) Gurgao monetr
n, y
Gurgao discuss
n-Delhi ion
Border,
Sector
26, MG
Road,
Gurgao
n

pg. 86
 The Mumba Lane 7, Narima marketing@goenkav Wanted Forwar
Chocolot i/Pune Sanskrit n Point- entures.com CRM lead ded her
e Spoon i 992000 no. to CRM
Company Lifestyl 3500, connect lead
e Powai- contact
Comple 981954 no.
x, 4195,
Korega Pune-
on Park, 766622
Pune 2111

Above, is the excel sheet of the potential TC Collaborations, The luxury restaurants who
reverted and showed interest in closing the deal. The excel comprises of the restaurant name,
the city, address, contact no., email address, what the restaurants responded and what was
the take of TC on it. The list includes giant names such as Oberoi Hotels, ITC hotels, Taj
hotels, Park Hyatt etc.

4.2.3.a) E- MAIL REVERTS FROM LUXURY RESTAURANTS

Hereby, is the glimpse of the luxury restaurant email reverts:

Email revert from The Oberoi (Mumbai)

pg. 87
Email revert from the ITC HOTELS (Delhi)

Revert by Le Meridian (Delhi)

pg. 88
Revert by GRT Grand (Hyderabad)

Revert by ITC Royal (Kolkata)

pg. 89
 Revert by MKT Chanakya (Delhi)

Revert by Chocolate Spoon (Mumbai/Pune)

pg. 90
4.2.3.b) RESTAURANTS WHO OFFERED DEAL FOR NEGOTIATION

Hotel Taj Falaknuma offered deals to negotiate from:

pg. 91
pg. 92
pg. 93
 4.2.4 LUXURY SALONS WHO REVERTED FOR COLLABORATION

NAM CITY ADDR CONTA E MAIL ADDRESS SALON OUR

E OF ESS CT NO. 'S RESPO
THE RESPO NSE
SALO NSE
N
Jean- Mumb Eden 075066 ramin@biguineindia.co Wants to Yet to
Claud ai Square 61083 m fix meet give
e (Former with them
Biguin HSBC CRM time for
e Bldg lead this the meet
Salon 3rd week
& Spa, Floor, (11/04/2
Juhu 10th Rd, 2-
Juhu, 17/04/22
Mumbai )
,
Mahara
shtra
400049
Orion Pune Sr. no. 98233943 businessdevelopment@ wants to Yet to
Spa & 3/4 19 orionspa.in have a call
Salon Daulat call with them
Unise Comple CRM
x x, 2nd lead
Salon Floor,
Above
Sarsawa
t Bank,
Baner
Rd, near

pg. 94
 Vijay
Sales,
Baner,
Pune,
Mahara
shtra
411005
Lumin Bengal 49/158, 98801100 services@luminousstud wants to Yet to
ous uru 9th 01 io.co.in have a call
Studio Main call with them
Salon Rd, 17th CRM
& Spa Cross lead
Rd,
opposite
Prima
Diagnos
tics,
near yes
bank,
Jayanag
ar 3rd
Block,
Bengalu
ru,
Karnata
ka
560011

Above, is the excel sheet of the potential TC Collaborations, The luxury salons who reverted
and showed interest in closing the deal. The excel comprises of the salon name, the city,
address, contact no., email address, what the salons responded and what was the take of TC
on it. The list includes giant names such as Jean- Claude Biguine Salon & Spa and The Orion
Spa & Salon Unisex Salon, Luminous Studio Salon & Spa.

pg. 95
4.2.4. a) E- MAIL REVERTS FROM LUXURY SALONS

Hereby, is the glimpse of the luxury salons email reverts:

Revert by Luminous

Revert by Orion Spa

pg. 96
 Revert by JCB Salon

4.3 THE COLLECTIVE’S WHATSAPP LIVE FEATURE

The Collective is trying to connect with customers on possibly every platform in order to
strengthen their connection which includes whatsapp also. Therefore the brand is planning
to go live on whatsapp, so that each and every one would have access to The Collective and
could buy stuff from there.

4.3.1 DATA ANALYSIS OF FEEDBACK BY CUSTOMERS

Data analysis is the process of investigating, cleaning, transforming, and modeling data with
the goal of discovering useful information, drawing conclusions, and assisting decision
making.
In The Collective, total 40 respondents agreed to respond to the questionnaire and share their
valuable feedback.

pg. 97
`Out of total 40 respondents, more than half of the respondent found the experience at store
great, while 8 responded that they found experience to be good. 5 respondents found it
neutral and the remaining 2 wants it to be improved.

Out of the whole 40 respondents, 33 agreed that they would prefer whats app live feature of
The Collective. While the rest were okay with traditional set up of The Collective.

pg. 98
Above are the listed words that came to respondent’s mind when they were asked to give
suggestion for The Collective Whatsapp live feature.

pg. 99
For the above question, the response in red suggests yes, maybe is in grey colour and no in
blue colour. More than 50 percent of respondents wants the option of view product, place
order, order tracking, connecting with customer care, chatting and videocall with stylist and
loyalty point information about The Collective on their whatsapp live feature, while few
respondents are unsure and negligible people said no to the options.

The brands which responded are in loop with The Collective. The CRM lead will further
have discussions with them in order to discuss the terms and condition for the collaboration
and have monetory discussion with them for the same.

pg. 100
 Chapter-5

This chapter discusses about the recommendations, limitations of

the study along with the conclusion. Followed by annexure and
bibliography.

pg. 101
 5.1 LIMITATIONS OF THE STUDY

There were many limitations faced during the graduation project, some of them are listed
below:

• The online mode in initial stage of graduation project

• There is only 1 store of The Collective in Bangalore
• The restaurants/ salons usually don’t tend to reply.
• Problem in time fixation between the restaurants/ salons and The Collective.
• Since it is a luxury store, the customer range is narrow for sample size.
• The elite class, usually don’t have time to fill a questionnaire or share feedback

pg. 102
 5.2 CONCLUSION

After observing The Collectively closely by studying the departmental working,

organisational workflow, customer behavior and existing loyalty program. It can be said that
The Collective is doing good and customers are happy with it.

After studying the consumer behaviour closely, by attending the consumer calls and
reverting their complaint emails. And by the rate of response and solution providing idea of
the brand, it can be said that The Collective is leaving no stone unturned to keep their
customers happy, not only before and during the purchase but also after the purchase.

By analysing the NPS of The Collective and mono brands, it can be concluded that the
internal functioning of brands is good, any dissatisfied customer receives a call by the store
manager after the purchase and he/she tries to solve the customer’s problem personally.

After understanding the competitor’s loyalty programs. It can be said that The Collective is
the one which majorly faces the competition by Reliance Brand Limited- the e-com platform
which is the Ajio Luxe and the retail luxury format which is The White Crow. They offer
customer loyalty cards and rewards points to keep the customers loyal. While on other hand,
brands like Nykaa Luxe Fashion are new in market, although it have a separate app and store
and loyalty programs for beauty product users, it fails to provide its Fashion (apparel and
accessories) customers with any loyalty points, cards or rewards. Same is the case with Tata
Cliq Luxury, which though provides its customer with various coupons and discounts but
doesn’t have a solid loyalty program plan as such. Darveys and Luxepolis do facilitates there
customers with easy cancelation and on door delivery services but fails when it comes to
keeping customer satisfied by providing them something extra other than there purchase.
So, it can be said that The Collective is doing good in the market as most of its contendors
don’t even have a loyalty program to maintain homely connections with there customers.

The customers are eagerly waiting to connect with The Collective on whats app live, as
whatsapp is easily operational and ready available these days. Also under the existing
loyalty program, loyal customers already get gifts and cakes on their birthday/anniversary.
The customer gets extra discount coupon on their birthdays.

pg. 103
The new loyalty program is the advanced level of customer experience as it allows the
customer to experience dining and pamper themselves in the luxury restaurants and luxury
salons of their city (the ones where The Collective stores exist). The big fat names have
already reverted to the brand. Brand names like- The Taj, The Oberoi, The ITC Royal, GRT
Grand, Le Meridian etc for the restaurants. In all, eleven such names have replied. And for
the salons, brand names like Jean- Claude Biguine Salon & Spa and The Orion Spa & Salon
Unisex Salon, Luminous Studio Salon & Spa etc are interested. The brands are in loop with
The Collective. The CRM lead will further have discussions with them in order to discuss
the terms and condition for the collaboration and have monetory discussion with them for
the same.

5.3 KEY LEARNING

This internship was a great learning opportunity to execute the subjects learned in class
to the real environment. Working with big brands like THE COLLECTIVE gave
insights that is only gained at work. The hands-on training provided in the
internship made me ready to work in a fast-paced business like the fashion industry.

pg. 104
 ANNEXURES

IN-STORE SURVEY TC FOR NPS SCORE

Q1 Based on your shopping experience, how likely are you to recommend The
Collective to a friend?

Q2. Did we do the following when you entered our store?

(each sub-point to have Yes No option)
• Make you feel welcome
• Said a genuine Hello within a minute of your arrival-
• Let you browse at your own pace
• Were around you when you needed us
• Shared some interesting information

Q3. Did we do the following when you were making the choice?
(each sub-point to have Yes No option)
• Focus on your needs and likes
• Display robust knowledge of our products & brands
• Carry right sizes
• Carry right products
• Carry enough range
• Carry the right brands

Q4. Did we make you feel confident on making the right

choice?

pg. 105
 • Yes
• No

Q5. Did we do the following while billing?

• Make billing quick and efficient

• Make the alteration process smooth and quick

Q6. Did we do the following after you billed?

(each sub-point to have Yes No option)
• Make you feel valued as a person
• Show genuine interest in your purchase's performance
• Advise on how to take care of your products
• Show genuine interest in seeing you again

Q7. Based on your overall experience, if we were a hotel, how would you rate us
7 star
5 star
4 star
Q8. Any additional comments you want to add to your shopping experience with us?
(Not compulsory to Fill)

Last screen:

pg. 106
 THE COLLECTIVE WHATSAPP LIVE SURVEY QUESTIONNAIRE

FINDINGS

CONCLUSION

pg. 107
pg. 108
 Bibliography

2022. ABFRL. 05 21. https://www.abfrl.com/about/.

2022. Ajio Luxe. 05 21. https://www.trends.ajio.com/info-loyalty-rewardz.

2022. Consumer Behavior. 05 21. https://www.omniconvert.com/blog/consumer-behavior-in-

marketing-patterns-types-segmentation/.

2022. Luxury. 05 21. https://www.dictionary.com/browse/luxury.

2022. Reliance One. 05 21. https://relianceone.net/Login/AboutUs.

2022. Tata Cliq Luxury. 05 21. https://luxury.tatacliq.com/.

2022. The Collective. 05 21.

https://www.thecollective.in/?utm_source=google&utm_medium=cpc&utm_campaign=br
and_search&gclid=Cj0KCQjwm6KUBhC3ARIsACIwxBhpPb-

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