Customer Relationship Management in Woodland India
By: anubhav aron • Essay • 776 Words • September 22, 2014 • 1,093 Views
Customer Relationship Management in Woodland India
Customer Relationship Management Loyalty Cards & Schemes [pic 1][pic 2] |
Submitted by: Anubhav Aron |
Introduction
Indian is the second largest producer of footwear in the world after China. It accounts for about 13% of global footwear production i.e. approximately 2065 million pairs. Out of this, only 5% is exported whereas the rest goes to meeting the domestic demand.
The total size of Indian Footwear Industry is estimated to be nearly Rs. 11, 000 crores. Unorganized players dominate this industry that makes entry and exit barriers high and also make the market unattractive and volatile. In the organized sector, Bata is the largest player with 35-40% share.
Woodland
Aero Shoe Company was started in Delhi around 1950s. They had a small manufacturing unit and were the first ones to export shoes to USSR. The company grew and launched the Woodland brand in 1992. It was an immediate success amongst the outdoor enthusiasts. The Woodland Tree logo became synonymous with adventure. The company has seen a tremendous growth in the last two decades. At present, it has 484 stores in the country with the plan to open 60 more stores this year.
In FY 2014, the company reported revenue of Rs. 1,000 crores and are eyeing to nearly 30% growth this year based on new product lines and stores.
Woodland has positioned itself as an everlasting shoe even in extreme conditions and yet it will be as comfortable as new thus adding reliability with sophistication and ruggedness aspect.
Woodland has been successful in the shop span is due to its inherent focus on environment-friendly, quality products which was backed by a strong R&D and fashion team. The brand’s CSR initiative is named Proplanet and is aimed at keeping our environment safe.
Woodland Off-Roaders Club
Off-Roaders Club is the loyalty benefit program of the company started in 2012. This unique program is hassle free and does not require cards or remembering codes, everything is synced with the individual’s mobile number.
As per the program, the members are divided into 4 different tiers depending on the Lifetime purchases made by the member. The Reward points varies as shown below:
Lifetime Purchases | Tier Name | Points |
0 - 5,000 | Traveler | 3% |
5,000 - 25,000 | Explorer | 4% |
25,000 - 50,000 | Adventure | 5% |
50,000 & above | Globe Trotter | 7% |
Once a member is registered, points will be calculated on every future purchase made by the member. The points are calculated based on the current tier and are updated. Each point is equivalent to Re. 1, which can be redeemed on subsequent purchases.
The points are valid till 1 year from the date of registration to the program. After the end of year, Loyalty points are converted into Gift voucher and the voucher is sent to the member’s mobile number that can be redeemed in the next three months.
Apart from the Points accrued; a member will also be eligible for First information about all stock launches, special sales preview and discounts. Special rewards are given to members on their Birthdays and Anniversaries.
Woodland Adventure Club
The company has tied up with some of the extreme adventure tour companies and is organizing adventure sports at these locations. Some of these clubs are located at Rishikesh, Haridwar, Orchha, Pauri Garhwal, etc.