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SRS E-Retail Limited
SRS E-Retail Limited : Ad-joining Life and Technology
ABOUT: • Formed in September 2014• Objective: To make SRS an Omni Channel and an E-commerce business player. • Co-Founder:
• Mr. Sunil Jindal - Chairman• Mr. Pratik Jindal – Managing Director• Mr. Abhishek Goyal – Managing Director• Mr. Ankush Goyal – Executive Director
• Projects (Launched): SRSGrocery.com (First Chapter of SRS E-Retail Ltd)• Projects (In Development):
• SRSBellejewell.com – An online jewelry ecommerce website , • SRSGoodHealth.com – An online pharmacy to order medicine, • SRSmakaan.com • SRSeWorld.com – Covering F&B, Entertainment and many more.
• Expected Turnover This Year: 45 Cr. • Cities of Operation: Delhi NCR. • Expansion Plan: Mumbai, Pune, Bangalore, Hyderabad, Chennai, Kolkata, Ahmedabad,
Chandigarh & Lucknow
SRSGROCERY.COM IN A NUTSHELL
• SRSGrocery.com is one of the largest Indian Grocery Stores with over 500 brands and 7000 products in its extensive repertoire.
• The SRS Online Supermarket is currently serving in Gurgaon, Faridabad, Noida, Indira Puram & South Delhi with concrete plans to spread across the entire northern region soon [Entire Delhi in coming months], ultimately treading towards a PAN India presence to focus on Global business objective.
• We are laden with a wide array of products spread over numerous categories like Fruits & Vegetables, Imported & Gourmet, Household, Personal Care, Grocery & Staples, Dairy Products, and much more with a contribution of major 14 main categories.
SRSGrocery.com Highlights
•One-stop-shop Online Supermarket
•Integrated Supply Chain Model
•No Minimum Order + No Delivery Charges
•Same Day Delivery Available
•Slot Selection Availability
•Regular Promotions, Combos, Offers & Discounts
•PAY on Delivery Convenience – Cash , Card, Vouchers, etc.
SRSGrocery.com: What have we done?
With the inception of this Ecommerce business model, that is the first Ecommerce business for SRSGroup, we have laid some initial benchmarks of- FIRST TIME IN SRS:
• The first E-commerce website selling groceries.
• First contact center handling customer queries, keeping a track of the queries and complaints with management.
• First movers in E-commerce industry to Deliver Groceries with No Minimum Order.
• Delhi’s NCR’s first Award Achiever in E-retailing as “Debutant eRetailer of the year 2015.” from grocery business.
• Most important – Brainstorming session between different department towards a common goal. As SRS means “Together We Achieve”.
•UID Module: Unique Identifier module for SRS customers.
SRSGrocery.com: Journey So Far
The Foundation: September 2014 (Inception of SRS E-Retail Limited)
First Cut: November 2014 (The Setup)
First Challenge: December 2014 (Pre-Launch Phase)
First Customer Deck : December 2014
First Benchmark: January 2015 (The Launch Day)
First Marketing Plan: February 2015 (Phases of Marketing and Growth)
First Achievement: April 2015 “ Debutant E-Retailer of Year 2015”
First Revolution: April 2015 (Website Revamp)
First Evolution: July 2015 (Business tie-ups and Growth Initiatives)
First Risk: August & October 2015 (Migration and Re-Launch)
First Expansion Plan: September 2015 Onwards (National & International)
SRSGrocery.com: The Foundation• SRS Group’s new venture registered as SRS E-Retail Limited in September 2014. • Decision of working on business model :
• Infibeam.com• Pocklist.in• Aggregator or vendor model for E-commerce Giants Flipkart, Amazon etc
• Identify the new business model for SRS Group.• Hiccup's : Industry identification, Technology challenge, Team formation, Business Plan
Understanding, structure and implementation. • Research Phase & Business Decision. • Why Grocery first? – Most difficult question to answer.• Collective Efforts of the Entire Group to form a collaboration:
Collective Efforts
•Top Management•Operations•Technology •Marketing•Procurement
Collaboration
SRSGrocery.com
The first chapter
SRSGrocery.com: First Cut
Domain identified
and finalized
Logo iterations performed
Punch line Created
Life Banao Easy!
Team Formed
and initiated analysis phase
• The first cut for the website is identified and business model initiated.• Website design and User interface is almost created to move with User Experience.• Website Aesthetics corrections were initiated i.e Images, User flow, Order flow, Notifications etc.• Problems identified in the business model i.e
• Customer Deck – Formation and understanding challenge. • Challenge in Business Flow and User roles identification. • Training and Technology challenge.• Operational flow and service flow issues
SRSGrocery.com: First Challenge
• Formulation of a structured ecosystem • Contact Center – The role player for the Industry
• Identified basics for the business i.e Technology• Researched, identified and implemented needs.
• Touch points i.e Email, Telephony and chat• Management of complaints/S.R• Recording of conversation. • IVR Setup• Team & Escalation matrix.
• Defining Procedure and Use Cases for each department: • Order Cycle – E-commerce, Operations and CC• Fulfillment Cycle – Operations and CC• Payment Cycle. – Ecommerce and Operations• Refund Cycle. – Ecommerce and Operations• Complaint Cycle etc. – All Departments• Promotion and marketing cycle – E-comm & Marketing
• Situation of Ad-joining departments working together • Especially while handling other businesses.• Especially while curating new departments – C.C
Website Team
Procurement
MarketingContact Center
Operations
Pre-Launch
SRSGrocery.com: The First Customer Deck
WELCOME MSG_eng.wav
Why not outsourced contact center?
Identified Platform needed for contact center : Key skills need • Telephony – Calling platform to keep record of each call with center
management. • CRM - Customer Relation Management• CHAT- Managing customer through live chats and managing complaints
from the same panel.
Challenges : • Roles and rights distribution to the agents. • Setting up Hardware and backup for the database. • Product Knowledge and training for agents. • Role planning and screen sharing sessions. • Managing coordination within departments. • Creating CRM panel and managing customers.• Identifying T.A.T for each query. • Defining Shift system and workforce management.• Need to work on public holidays and Sunday
STATUS QUOAverage Monthly Revenue: 60 Lacs
Average Monthly Users – 30000
Average Monthly Sessions – 50000
Average Basket Size – 850 INR
Average Monthly Transactions – 9000
SRSGrocery.com: The First Benchmark9th January 2015 – SRS Launched its first E-commerce website SRSGrocery.com for Noida , Gurgaon and Faridabad.
With reference to the status quo, we strongly believe that we can easily meet much higher number targets in the near future, thanks to the amalgamation of our internal team efforts, both online and offline.Our continuous marketing efforts with: • Newspapers Adverts: Noida, Gurgaon &
Faridabad in HT City & DT• RWA Events & other BTL activities• Digital Marketing• Social Media Marketing• Team coordination.
We bagged the highly reputed ‘Debutant e-Retailer of the year award 2015’ organized by the Indian e-Retail Awards committee.
SRSGrocery.com: The First Achievement
SRSGrocery.com: The First Marketing Plan
Business Conversions
RWA Activat
ions
Digital Marke
ting
Print Advert
s
Due to our operational presence in only Noida , Gurgaon and Faridabad we were unable to use 360 degree marketing campaign to push the traffic on the website.Considering the business need and technology challenge we identified the following marketing channels: 7%(Feb) - 12 %(July)
• Print Advertisement – HT & TOI • Magazine adverts – Entrepreneur India. • Radio – NOT Feasible• Social Media Marketing – Initiated pages on Google+, Facebook, Twitter,
Instagram, (Paid and Organic)• Search Engine Optimization: Initiated 60 Keywords for Delhi NCR and as
a result we are on first two pages for more than 50% Keywords.• Search Engine Marketing – Google
SRSGrocery.com : Media and Recognition
Newspaper advert in zoning: • HT City• DT
Coverage in Retailer Magazine:• Cover Story for Debutant e-retailer of the
year in retailer magazine.
SOCIAL MEDIA PRESENCE : June V/s July
• Page Likes: 19,436
• Fan Growth: 14.56%
• Followers: 373
• Following: 103
• Impressions: 13 ,000Twitter
• Followers: 6
• Profile Views: 10,879
Google+
• Subscribers: 7
• Total Video Views: 10,718
Youtube
• Page Likes: 20,820
• Fan Growth over : 5.88%
• Followers: 423
• Following: 281
• Impressions: 14,000Twitter
• Followers: 6
• Profile Views: 15,090
Google+
• Subscribers: 10
• Total Video Views: 74311
YouTube
Challenge : • Slow and time taking process. • Difference in Paid and Organic Fans, Traffic and conversions. • The Social Media budget and its challenges – Test, Try, Analyze and Run.• Search Engine and Its rule. • The Google Space. Remedies: Slow and steady approach to win a large goal. Understand, plan, analyze , implement and results.
RWA EVENTSFew eye catching events to aware the local public about our services and USP’s: • Noida and• Gurgaon
Some fun engagement activities were performed in the societies with gratifications:
• Spin the wheel- with special winning discount on groceries.
• Tambola Game – Exciting restricted and non –restricted discounts to the winners
• Lucky DIP – Free Grocery to the winner
SRSGrocery.com: The First Revolution
Business Constraints Identified: 1) Expansion hiccup’s with the current technology.
1) Hard to control orders placement per store basis.
2) Non-supportive architecture for growth.3) Impossible to have two way integration with
any other technology i.e. payment gateways, various extension needed for business.
4) Promotions management need for retail business etc.
2) Refinement need in fulfillment cycle: 1) Dedicated Inventory2) Separate delivery 3) Delivery challenges – F&V, Frozen products4) Delivery route planning and reducing
delivery cost5) Managing inventory from warehouses6) Dedicated warehouse 7) Specialized delivery vehicles with thermal
refrigeration and blast freezing technique.
Expansion plan and market competition: 1) Impossible to expand with current technology.2) Data threat due to technology host on third party.3) Rising competition and flexible approach by
competitors. 4) Market share division : Bigbasket, Local Baniya,
Grofers, Pepper Tap, MeraGrocer and Grocer Max.5) Holding up the marketing plan and stabilizing
business with competitors aggressive marketing.
SRSGrocery.com: The First Evolution
What is new? 1) Better User Experience. 2) Better Business expansion
architecture. 3) Better fulfillment approach. 4) Promotions and discounts
handling. 5) Refund and cashback Mgt.6) Fulfillment cycle handling.7) Mobile APP friendly8) Possibility to expand at fast
pace
MAJOR TIE-UPS: 9) Delhivery– Fullment cycle.10) Pepper TAP – Additional
business11) FareyeWhat was the need?
1) Mobile APP need.2) Marketing and brand Icon.3) New Business Approach.
SRSGrocery.com: First SRS E-commerce Mobile App
Why Mobile App? 1) Market Need – 50% traffic
from mobile.2) All Major competition has
mobile App.3) Opportunity of Smartphone
user and business.4) Ease for user.
Why late with mobile app: 5) Currently not with out own
technology.6) Major iterations in business
cycle and research phase.7) Important to clearly define
business model first.
SRSGrocery.com: SWOT Analysis
- First Market Mover in Delhi NCR- No Minimum Order No Delivery
Charges- Retail business understanding
- Group’s Support to fund the venture- Team of different skill set
- Tested Market
- Unstructured & non-technical team- Unknown Business domain
- Unknown technology challenges- Coordination between departments
- Fulfillment cycle challenge- Knowledge of skills needed for the
business.- Understanding key business approach
- Opportunity of 2 Lac Order /Month- Opportunity of acquiring customer.
- Opportunity to become the strongest Retail Player.
- To have global presence through this business
- Opportunity of Initial 200 Cr turnover.
- Unknown business and unknown returns- Data Privacy and strategic planning. - Using Research and Implementation
together.- Competitors and technology advancement.- Testing new markets with new approach
and flexibility of technology. - Business with Low Margins and High
customer acquisition cost.
SWOT Analysis
SRSGrocery.com: Porter Analysis
Porter’s Five Forces
substitutes
Bargaining power of suppliers
Bargaining power of buyers
New entrants
Rivalry / competitio
n
SRSGrocery.com: The First Risk
CHANGE MANAGEMENT RISK:
Risk of DATA: • Migrating all business from one server to
another. • Managing business orders. • Managing complaints.
Risk Management: We will be managing the entire data, orders and test the data migration. Will be keeping the previous data along at each order management cycle.
Risk of Loosing customers: • New customer experience.• Re-Register challenge.
Risk Management: We will be sending auto generated password to the customers
Risk of Technology Shift: • New website bugs and order cycle . • New website server optimization.• Adaptation to the Running business.• User Adaptation.
Risk Management: Test and Quality Checks, Usability Test, Business rules management, Using Cloud server.
Risk of Managing Entire Website: • Preparing to manage the entire website
inhouse. Risk Management: Using maintenance model
SRSGrocery.com: The First Expansion
Why Expansion so late with new entrants? • Technology Restrictions – Speed, aesthetics, management, integration and business
architecture. • Business Model Restriction - Fulfillment from our offline stores and restrictions. • Converting Business phase to Research Phase - Moving slowly and steady.
How & where are we planning to expand? • Initially we are entering in entire Delhi next month. • We have tied-up with Delivry for our fulfillment to manage the last mile delivery. • Mumbai, Pune, Bangalore, Hyderabad, Chennai, Kolkata, Ahmedabad, Chandigarh &
Lucknow.• Including our offline store to reduce delivery area. • Include other brands for last mile delivery through franchise, business tie-up etc.
SRS E-Retail Limited: Mission SRS E-World
SRS e-World Single Sign on:
• UID Concept• Single Sign on• Multiple business domain • Business through sites and micro sites.
SRS Grocery.com• Selling Groceries • No Minimum Order no Delivery Charges• Same Day Delivery • SRS Wallet• Earn When you Refer. • Loyalty points • Membership subscription• Corporate business module
SRS BelleJewell.com • Selling Gold and diamond jewelry online• Home Try On• Shopping Assistance.
SRS GoodHealth.com• Digital Locker
SRSCinemas.net• Vista API Wrapper
SRS eWorld: UID
• Unique functionality across Group web properties that will give backend unparalleled single sign on facility.
• Unique functionality across Group web properties that will give backend unparalleled Business Intelligence insights for targeted decision making
SRSBellejewell.com
• HOME Try On
• Shopping Assistance
• A typical research approach to understand the business and act accordingly.• Identified core or doing online jewelry business . • Collected data, required tools to run the business successfully.
SRSGoodhealth.com
Customer value proposition to make our Portal the one-stop-shop for his/her personal medical records, that is searchable and handy as a utility tool.
SRSGoodhealth.com
SRSCinemas.net
Customer value proposition to make our Portal the one-stop-shop for his/her personal medical records, that is searchable and handy as a utility tool.
THANK YOU
