Crocodile Products Moves In With New Retail CRM Initiatives

Mumbai: | Updated: Jan 28 2003, 05:30am hrs
As part of its new customer relationship management (CRM) initiatives, Crocodile Products Private Ltd (CPPL)a 66:34 joint venture between Shivrams Associates of Coimbatore and Singapore-based Crocodile International Pte Ltdis now planning to launch new customer-friendly initiatives in its 44 galleries. It includes setting up of a manual teller machine (MTM), value-added services in association with banks and dial-up networking for video-conferencing facilities across the country soon.

In addition, CPPL will introduce a new customer privilege crocodile swipe card entitling more benefits to customers. The card will have a connectivity to the hub in Coimbatore, an information care wherein the shopper can browse through an electronic product catalogue, aided by an easy touch-screen machine, informs Crocodile International Pte Ltd. founder and chairman Hian-Tsin Tan.

Says CCPL managing director Venkatesh Sivaraman: We aim to attract more consumer traffic and trigger more purchases. Currently, we distribute our regular newsletter Crocodialogue to all our customers in order to inform them of developments at the galleries wherein we have a monthly lucky draw and one is selected the lucky winner of the month.

Besides, the company aims to tap around half SEC A & B population residing in the top 40 cities. With the move, it plans to increase its number of distributors from 24 to 40, product wholesalers from 36 to 100, galleries from 43 to 150 and multi-brand outlets from 2,500 to 3,000 within a year, adds Mr Sivaraman.

As part of its new brand extension, CPPL is also planning to foray into the bed and bath linen segment by August-September 2003. With the move, the company is in the process of finalising new marketing initiatives to promote the new range, informs Mr Sivaraman.

Adds Mr Sivaraman: We are also planning to increase the marketing of our product lines by the end of 2003. Expansion will cater to all the segments of the ready-to-wear apparel market both at the top-end and the middle segments in the next six months.

As for the rationale behind extending the product line, Mr Tan explains that the emerging trends in the ready-to-wear apparel segment indicate that younger customers are more fashion-conscious and are aggressive as spend levels are increasingly becoming higher. Till about a year ago, customers in India would ask for the fashion product of Europe or US after six months, but now they expect the same in 30 days, he adds.