By AKHIL AGARWAL

• Shoppers' Stop Limited is a chain of Retail stores in India owned by K. Raheja Corp.

• Group - The Company houses a host of many international & domestic brands across various categories such as apparel, accessories, cosmetics, home & kitchenware as also its own private brands.

• SS started in 1991 with its first store in Andheri, Mumbai.

• With a Gross Retail Turnover of Rs. 8996 million, Shopper's Stop has become the highest benchmark for the Indian Retail Industry.

HISTORY AND GROWTH

VISION AND MISSION STATEMENT• " To be a global retailer in India and

maintain its No. 1 position in the Indian market in the Department Store category."

• “No thing but the best"

ORGANIZATION STRUCTURE

MD CEO

HR Operation B&M Finance Business Initiative

PRODUCT MIX

• Identified the need for and created a suite of brands that reflect Styles, International Class and Fashion

• Private Brands have been introduced and developed after a careful analysis of Customer Requirement.

PACKAGINGThe previous packets of Shoppers Stop had the previous logo while the new packets which are being widely distributed have the company symbol on it.

The company has also brought out collectible shopping bags for selective distribution with different themes and launched the first in the series based on the theme 'Fashion through Ages'.

PRICE

• Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price.

LOCATIONS

PROMOTION

• Communication Strategy-Reaching out to the customers in their own style and language

E.g.- The first Shoppers Stop store in Lucknow was named “Tehzeeb”.

• Organizes major Promotional Events from time to time e.g. “Fly to Santa Land”, “Gear up for the school” and “Salwar Kameez Dupatta Exchange” etc.

• Organizes Local Festivals like Durga Puja in Kolkata, Onam in South and Dhanteras in North.

PRINT ADVERTISMENTS

OUTDOOR HOARDING

SALES PROMOTION

• GIFT VOUCHERS• VARIOUS FESTIVE OFFERS

GIFT VOUCHERS

Shoppers Stop offer Gift Vouchers of denominationranging from Rs 250 to Rs 5000.

FESTIVE OFFERS

TECHNOLOGY

• Focused on leveraging investment and upgrading and revamping existing technology.

• Deploying Warehouse Automation application along with the multi-purpose handheld devices to enhance efficiency in supply chain.

• Deployed Microsoft Technologies for reliable communication platform.

• Setting up a Disaster Recovery Plan for critical application systems.

POSITIONING

• Shopper Stop positions itself as a Global premium Retailer outlet.

• Shoppers’ Stop is positioned as a family store

delivering a complete shopping experience.

PRIVATE LABELS

STRATEGY MIX TARGET AUDIENCE: Males and Females,Age-15-

44yrs, High ownership of cars and consumer durables. Evolved Indian who is open to new experiences.

CREATIVE STRATEGY: Bringing alive the international experience by communicating that Shopper's Stop is their Passport for seeing the Seven Wonders of the World.

MEDIA STRATEGY: Taking the strategy of 'enveloping the consumer' with communication on TV, Press, Hoardings and Radio. Also Point of sale and Direct marketing & PR to complete the 360 degree effect.

LOYALTY PROGRAMThe name "First Citizen" reflects their commitment to offering their customers the ultimate shopping experience

As a First Citizen, customers shopping experience becomes even more enjoyable with: •Reward Points for every time you shop at Shoppers Stop. •Exclusive benefits & privileges •Exclusive offers ever so often •Updates on what you can look forward to shop for at Shoppers Stop •Exclusive cash counters at Shoppers Stop so you can spend more time shopping than waiting in a line

 

PHYSICAL EVIDENDE

STORE ATMOSPHERICS

• Shoppers Stop Ltd. Stresses on Class, Comfort, Convenience where ever it is located.

• Shoppers Stop Ltd. not only concentrates on the location of the stores but also emphasizes on the ambience and service excellence.

• Shoppers Stop is Indian largest chain of Super Stores with an aggregate acquired area of 11 lakh sq. feet.

PEOPLE

FUTURE PLANS

• Increasing the Geographical Reach

• Partner with Foreign Players so as to expand

globally.