Shopper's Stop - Building A Retail Brand: Prepared by

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Shopper’s stop –

Building A Retail
Brand
Prepared By-
Retail Overview India
• Traditionally retailing in India can be traced
to
– The emergence of the neighborhood ‘Kirana’
stores catering to the convenience of the
consumers
• Era of government support for rural retail
– Indigenous franchise model of store chains
run by Khadi & Village Industries Commission
• Textiles sector with companies like Bombay
Dyeing, Raymond's, S Kumar's and Grasim
first saw the emergence of retail chains
Retail Overview India
• Later Titan successfully created an
organized retailing concept and established
a series of showrooms for its premium
watches

• The latter half of the 1990s saw a fresh


wave of entrants with a shift from
Manufactures to Pure Retailers.
– For e.g. Food World, Subhiksha and Nilgiris in
food and FMCG; Planet M and Music World in
music; Crossword and Fountainhead in books.
Retail Overview India
• Post 1995 onwards saw an emergence of
shopping centers
• Emergence of hyper and super markets
trying to provide customer with 3 V’s - Value,
Variety and Volume
• Expanding target consumer segment: The
Sachet revolution - example of reaching to
the bottom of the pyramid.
• At year end of 2000 the size of the Indian
organized retail industry was estimated at
Rs. 13,000 crore
Retail Overview India

• Retailing in India is witnessing a huge revamping exercise


• Rated 5th most attractive emerging retail market
• Estimated to be US$ 200 billion, of which organized retailing makes up 3
percent or US$ 6.4 billion
• Annual growth of department stores is estimated at 24%
• Ranked 2nd in a Global Retail Development Index of 30 developing countries
Retail Overview India
• Malls
• Specialty Stores
• Departmental stores
• Multi Brand Stores (MBO)
• Hyper marts / Supermarkets
• Convenient Stores
• Discount Stores
Shoppers Stop: Introduction
• The foundation of Shoppers' Stop was laid on
October 27, 1991 by the K. Raheja group of
companies
• 28 retail outlets across the country and is planning to
spread its wings with futuristic expansion plans to
meet the challenges of the retail industry
• With a Gross Retail Turnover of Rs. 8996 million,
Shopper's Stop has become the highest benchmark
for the Indian Retail Industry.
• Has progressed from a single brand shop to a
Fashion & Lifestyle store for the families.
Shoppers Stop: Introduction
• Is the country's largest chain of Department
Stores.
• International and domestic brands across
categories such as apparel, accessories,
cosmetics, home & kitchenware as also its own
exclusive brands
• HomeStop is the first-of-its-kind premium
home concept store at Bengaluru, Mumbai
and New Delhi, offering a wide range of
products
Shoppers Stop: Accomplishment
• Shoppers Stop Ltd has been awarded
– “The Emerging Market Retailer of the Year
Award“
• World Retail Congress at Barcelona, on April 10,
2008
– Shoppers Stop is listed on the BSE
– The only retailer from India to become a
member of the prestigious Intercontinental
Group of Departmental Stores (IGDS)
– "Most admired Fashion Retail Destination of
the Year“
• Images Fashion Forum - Jan 2009
Shoppers Stop: Accomplishment
– Most Admired Retailer of the Year
(Customer Relations) – Shoppers Stop.
• IRF 2009 - Sep 2009

– "Best Visual Merchandising"


• VMRD Retail Design Award – July 2009

– "Retailer of the Year - Fashion & Lifestyle"


• Asia Retail Congress - Feb 2009
Shoppers Stop: Corporate Profile
• Vision:
– To be a global retailer in India & maintain
no.1 position in Indian market in
Department Store Category
• Mission:
– “Nothing but the best”
– To strive & achieve nothing but the best in
terms of processes, practices & deliverables
Re-Positioning

EARLIER NOW
Re-positioning
On April 24, 2008, one of India's oldest
retail chains Shopper's Stop Ltd unveiled
its new logo as a part of its re-branding
strategy.

• In a bid to reposition itself as a 'bridge to


luxury' store as opposed to its earlier
image of a premium retailer
Shopper’s stop
• Store Size: 1,17,000 sq feet
• Retail Presentation Area: 56% – 64% of
total store size
• Sales per square foot: Rs. 2,600/-
• Gross margin per square foot: Rs. 340/-
• No. of Employees: 480
• Approximate Rentals: Rs. 75 per square
foot
Shopper’s stop
• Investments (furniture, fixture and
fittings): Rs. 2,800/- per square foot.
• Average Ticket Size: Rs. 2,400
• Conversion ratio: 32%
• Private Labels:17% of Merchandise Mix
and 21% of total sales
SWOT Analysis
• STRENGTH:
– Oldest
– Financial conditions
– loyal customer base of over 782000* First
citizen members * 2009 data

• WEEKNESS:
– Less number of outlets
SWOT Analysis
• OPPORTUNITY:
– Changing taste of young generation
– Preferred partners for foreign player

• THREAT:
– Competitors like Globus, Lifestyle, Westside.
Major Retailors
7 P’s of Shopper’s stop
Shopper’s stop : place
Shoppers Stop: Place
• North
– Delhi-Ansal Plaza • East
– Ghaziabad - Indirapuram – Kolkata - Forum Mall
– Gurgaon - Metropolitian – Kolkata - Salt Lake City
Mall
– Jaipur - Malviya Nagar • West
– Lucknow - Gomti Nagar – Mumbai - Andheri
– Mumbai - Bandra
• South – Mumbai - Chembur
– Bangalore - Bannerghatta – Mumbai - Juhu
Road – Mumbai - Kandivili
– Banglore - Garuda Mall – Mumbai - Malad
– Chennai - Chetpet – Mumbai - Mulund
– Hyderabad - Begumpet – Pune - Shivaji Nagar
– Pune - Camp
Shoppers Stop: Product Mix
Shoppers Stop: Product
Men Apparel
• Indian Terrain • Austin Reed
• Allen Solley (London)
• Dockers • Louis Philippe
• Stop • Giovani
• Zodiac • Vettorio Fratini
• Park Avenue • Wills Lifestyle
• Ven Heusen
• Mario Zegoti
• Arrow
Shoppers Stop: Product
Women wear
• I’shvarah • Mufti
• Stop • United color of
• Mix n Match Benetton
• Haute Curry • Fem – French
• Kashish Collection
• Sanaa
• Biba
Shoppers Stop: Product
• Cosmetics /
Skincare
– CHAMBOR
– LOREAL

• Fragrance
– ADIDAS
– ARAMIS

– FERRAGAMO
BVLGARI
– CALVIN KLEIN – NAUTICA
– DAVIDOFF – RALPH LAUREN,
– DKNY – VERSACE
Shoppers Stop: Product
Children wear
• Gini N Joni
• Barbie
• Zapp
• Ruff
• Lilliput
• Kanz
Shoppers Stop: Price
• Shoppers Stop follows Premium Pricing
Strategy.
• Shoppers stop caters to different
segments of the consumers.
• Men’s apparel
– The range of men’s clothing starts from Rs
500 being the lowest to nearly 6ooo
highest.
Shoppers Stop: Price
• Women’s apparel
– The range of women’s clothing starts from
Rs400 to Rs 10000
• Men’s accessories like sunglasses, belts,
watches, shoes etc ranges from Rs 1000
to Rs 20000.
• Women’s accessories like sunglasses,
watches, belts, sandals, earrings etc has
the price range of Rs 2000 to Rs 40000.
Shoppers Stop: Price
• In the kids section prices of toys and
other accessories ranges from Rs 100 to
Rs 5000
• In the cosmetics section there are
products like deodorants, skincare
cosmetic, make-up stuff. Their price
ranges from Rs 200 to Rs 2000.
Shoppers Stop: Promotion
• Denim festival
• Customer Care association
• Surprise Sale
• Valentine Sale
Shoppers Stop: People
• Front-line staff will have a direct impact
on perceptions
• Grey black uniform to suit with the Shops
interiors
• Good personality to attract the
customers inside the shop
• Friendly nature
Shoppers Stop: Productivity and Quality

• Improving productivity is a requisite in cost


management
• Quality as defined by the customer, is
essential for a service to differentiate itself
from other providers
• SS store has all international brands and all
well-to-do, high quality Indian brands
• It is possible for SS to provide best of the
quality
Shoppers Stop: Physical Evidence
• Lovely fresh fragrance at entrance
• Spacious landing strip
• Wall space utilized for mirror and print
ads of the brand or the product
• Also utilized it by providing self's and
constructing trial room around it
• Mirror finish style flooring
• Escalators
Shoppers Stop: Physical Evidence

• Men’s Apparel stacked in a unique style.


– One type and many sizes together in
ascending order
39

40

41

42

44
Shoppers Stop: Physical Evidence
Shoppers Stop: Physical Evidence
Shoppers Stop: Physical Evidence
Shoppers Stop: Process
• Retail-friendly supply network, connects its locations
online all over India.
• Enables immediate replenishment of stocks at any
given outlet.
• ERP package - imported from the US-based company J.
D. Armstrong, and is called the JDA package.
– ERP package handles
– Merchandise management
– Warehouse management
– Automated replenishment
– Sales management
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