, India

Reliance Retail’s strong consumer engagement initiative creates life-long relationships with their customers, driving positive change and delivering superior customer experience

The company connects with Indian consumers directly with its in-house initiative – Student Internship Programme.

The Indian retail landscape has witnessed an unprecedented change in the last few years. The increasing penetration of mobile internet, introduction to e-commerce and rise of digital payments have changed the shopping habits of Indian consumers. Reliance Retail spearheads this retail revolution in India. 

Today, Reliance Retail is the largest, fastest growing, and most profitable retail company in India with its diversified omni-channel presence through integrated store concepts and digital commerce platforms. With the vision to enhance the quality of life of every Indian, Reliance Retail caters to Indian consumers with the presence of 12,711 stores across 7,000+ cities in the country, serving more than 1,00,000 consumers every hour. 

Reliance Retail’s guiding philosophy is to keep consumers at the heart of everything they do. The company’s “Customer First” approach is based on understanding customer needs, delivering superior customer experience, and building life-long customer relationships. With this ethos, Reliance Retail has conducted one of the largest ever consumer outreach initiatives in India - Student Internship Program to understand Indian consumer needs and to enhance their shopping experience, offline and online. The initiative is all about building consumer connect. 

Through this initiative, face-to-face consumer interactions are conducted by management student interns at the Reliance Retail stores. This direct engagement with the consumers, helps the company to learn about their consumers’ at the most granular level, creating a holistic portrayal of the consumer’s retail behaviour. This initiative covers Reliance Retail’s all business formats, across all its product and service offerings and connecting the company with consumers across demographics and geographies. 

This initiative helps build the company’s marketing & customer experience strategies, which have so far increased customer satisfaction and brand trust scores. The initiative has received a digital upgrade during the COVID-19 pandemic, with an in-house developed platform that builds outreach offline and online.

Reliance Retail’s Student Internship Program is an innovative and successful approach to connect with consumers directly and improve their shopping experience, leading to the company’s Marketing Initiative of the Year - India win at the 2021 Retail Asia Awards. 

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