TOPIC: SHOPPERS STOP

GROUP NO: 5
Raunak varma 134
Harsh Singhvi 131
Durgesh Thukrul 133
Krishna vishwakarma 135
Ayush singh 130
Abhishek Taur 132
Gaurav Singh 129

INDEX:
1 INTRODUCTION
2 HISTORY
3 CSR ACTIVITY
4 MARKETING MIX
5 STRATEGY
6 LAYOUT
7 SUPPLY CHAIN MANAGEMENT
8 CRM INITIATIVES
9 SWOT ANALYSIS
SHOPPERS STOP

INTRODUCTION

With an unparalleled assortment of the leading international and national brands in clothing
for men, women, and kids; accessories, fragrances, cosmetics, footwear; home furnishing and
decor products, our stores aim to provide shoppers a truly international shopping destination.

Experienced, professional management; supported by world-class systems and practices; and

a talented pool of associates with a shared passion for making every shopper visit a
memorable one, has helped Shoppers Stop to grow from a single store in 1991 to the largest
chain of Department

Our unending pursuit to benchmark ourselves with the best in the world is testified by the fact
that Shoppers Stop is the only Indian member of the "Intercontinental Group of Departmental
Stores", which has the likes of Selfridges (United Kingdom), Karstadt (Germany), Marks &
Spencer (UK), Matahari (Indonesia), Myers Grace Bros. (Australia) and Rustan's
(Philippines)

At Shoppers Stop we believe in a world of limitless possibilities. We always

set benchmarks, cross limits, achieve the impossible and celebrate our successes. Innovation
being our key driver, we have adopted a new philosophy of "Start Something New" to give
retail a new dimension. We endeavour to Start Something New in performance. Start
Something New in products. Start Something New in customer service. Start Something New
in Life.
History
THE MILESTONES OF OUR JOURNEY....
 
THE FOUNDATION OF SHOPPERS STOP was laid on October 27, 1991, by the K. Raheja
Corp. group of companies. Being amongst India's biggest hospitality and real estate players,
the Group crossed yet another milestone with its lifestyle venture
 
FROM INCEPTION, SHOPPERS STOP has progressed from being a single brand shop to
becoming a Fashion & Lifestyle store for the family. Today, Shoppers stop is a household
name, known for its superior quality products, services and above all, for providing a
complete shopping experience.
 
WITH AN IMMENSE AMOUNT OF EXPERTISE and credibility, Shoppers stop has
become the highest benchmark for the Indian retail industry. In fact, the company's
continuing expansion plans aim to help Shoppers Stop meet the challenges of the retail
industry in an even better manner than it does today.
 
 
2019
  
Shoppers Stop operations expanded to 89 stores in 40 cities viz. Ahmedabad (1),
Aurangabad, Nashik, Amritsar, Bengaluru (10 stores), Mangalore(1), Bhopal, Chennai (3
stores), Coimbatore, Agra, Delhi (6 stores), Chandigarh, Guwahati, Durgapur, Gurgaon (2),
Gurugram- Haryana, Ghaziabad (2), Hyderabad (6 stores), Indore, Jaipur (3 stores),
Jalandhar, Ludhiana, Kolkata (6 stores), Kolhapur, Goa, Latur, Lucknow (2), Bhubaneshwar
Thane (2), Mumbai (10 stores), Nashik, Panvel, Meerut, Mysore, Noida (3), Pune (5 stores),
Surat, Siliguri, Vadodara, Vijayawada, Raipur, and Visakhapatnam.
 
  
 
2018
  
Shoppers Stop operations expanded to 83 stores in 38 cities viz. Ahmedabad (2),
Aurangabad, Amritsar, Bengaluru (11 stores), Mangalore(2), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (6 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2),
Hyderabad (6 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana, Kolkata (5 stores),
Kolhapur, Goa, Latur, Lucknow, Thane (2), Mumbai (9 stores), Panvel, Meerut, Mysore,
Noida (3), Pune (4 stores), Surat, Siliguri, Vadodara, Vijayawada, Raipur, and
Visakhapatnam.
 
 
2017
  
Shoppers Stop operations expanded to 83 stores in 38 cities viz. Ahmedabad (1),
Aurangabad, Amritsar, Bengaluru (11 stores), Mangalore(12), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (6 stores), Guwahati, Chandigarh, Durgapur, Gurgaon (2),
Ghaziabad (2), Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana, Kolkata
(5 stores), Kolhapur, Goa, Latur, Lucknow, Thane (2), Mumbai (9 stores), Panvel, Meerut,
Mysore, Noida (2), Pune (4 stores), Surat, Siliguri, Vadodara, Vijayawada, Raipur, Raipur
Airport and Visakhapatnam.
 
 
 
2016
  
Shoppers Stop operations expanded to 83 stores in 38 cities viz. Ahmedabad (2),
Aurangabad, Amritsar, Bengaluru (11 stores), Mangalore(2), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (6 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2),
Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana, Kolkata (5 stores),
Kolhapur, Goa, Latur, Lucknow, Thane, Mumbai (9 stores), Panvel, Meerut, Mysore, Noida
(2), Pune (6 stores), Surat, Siliguri, Vadodara, Vijayawada, Raipur, Raipur Airport and
Visakhapatnam.
 
2015
 
Shoppers Stop operations expanded to 76 stores in 36 cities viz.  Ahmedabad (2),
Aurangabad, Amritsar, Bengaluru (9 stores), Mangalore(2), Bhopal, Chennai (3 stores),
Coimbatore, Agra, Delhi (5 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2),
Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana,  Kolkata (5 stores),
Kolhapur, Latur, Lucknow, Thane, Mumbai (9 stores), Meerut, Mysore, Noida, Pune (5
stores), Surat, Siliguri, Vadodara, Vijayawada, Raipur, Raipur Airport and Visakhapatnam.
  
2014

Shoppers Stop operations expanded to 73 stores in 33 cities viz.  Ahmedabad (2),

Aurangabad, Amritsar, Bangalore (8 stores), Mangalore, Bhopal, Chennai (4 stores),
Coimbatore, Agra, Delhi (6 stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad (2),
Hyderabad (5 stores), Indore, Jaipur (3 stores), Jalandhar, Ludhiana,  Kolkata (4 stores),
Latur, Lucknow, Thane, Mumbai (9 stores), Mysore, Noida, Pune (5 stores), Surat, Siliguri,
Vijayawada, Raipur, Raipur Airport.
 
2013
Shoppers Stop operations expanded to 65 stores in 29 cities viz.  Ahmedabad, Aurangabad,
Amritsar, Bangalore (8 stores),  Bhopal, Chennai (4 stores), Coimbatore, Agra, Delhi (6
stores), Chandigarh, Durgapur, Gurgaon (2), Ghaziabad, Hyderabad (5 stores), Indore, Jaipur
(3 stores), Jalandhar,  Kolkata (3 stores), Latur, Lucknow, Thane, Mumbai (9 stores),
Mysore, Noida, Pune (4 stores), Surat, Siliguri, Vijayawada and Raipur.
 
2012

Shoppers Stop operations expanded to 55 stores in 24 cities viz.  Ahmedabad, Aurangabad,

Amritsar, Bangalore (8 stores),  Bhopal, Chennai (3 stores), Coimbatore, Delhi (5 stores),
Durgapur, Gurgaon (2), Ghaziabad, Hyderabad (4 stores), Indore, Jaipur (2 stores),
Jalandhar,  Kolkata (3 stores), Latur, Lucknow, Mumbai (8 stores), Mysore, Noida, Pune (5
stores), Siliguri and Vijayawada.
 
2011

Shoppers Stop operations expanded to 49 stores in 22 cities viz.  Ahmedabad, Aurangabad,

Amritsar, Bangalore (5 stores), Mysore, Bhopal, Chennai (3 stores), Delhi (5 stores),
Durgapur, Gurgaon, Ghaziabad, Hyderabad (4 stores), Indore, Jaipur (2 stores), Kolkata (3
stores), Latur, Lucknow, Mumbai (9 stores), Noida, Pune (4 stores), Siliguri and
Vijayawada ."
 
2010

Expanded footprints to new cities like Bhopal, Amritsar and Aurangabad. Shoppers Stop also
added stores in existing cities like Bengaluru, Mumbai and Hyderabad taking store tally to 36
stores. The Company upped its stake in Hyper city Retail (India) Limited to 51%.
 
2009

Pioneered mascot licensing in the categories through our exclusive tie-up for certain products
with Vodafone for their popular brand mascot Zoo zoo.

2008

Shoppers Stop repositioned and reinvented as a bridge to luxury brand with the unveiling of
the new logo and tagline, "START SOMETHING NEW".
Shoppers Stop was awarded the “Emerging market retailer of the Year” at the World Retail
congress in April 2008 .Mr. B.S Nagesh inducted into the World Retail Hall of Fame at the
World Retail Congress in Barcelona.
 
2007

Gold Shield Award for excellence in Financial reporting for the year 2006 in the category of
"Manufacturing & trading Enterprises" by ICAI. Acquired 19% stake in Hyper city Retail
(India)
Signed a 50:50 Joint Venture with the Nuance Group for Airport Retailing .Signed an MOU
with the Home Retail Group of UK to enter into a franchise arrangement for the Argos
formats.

2006

Opened out twenty first (Mumbai) and twenty second store in Lucknow .Launched
Mothercare in India and our F & B outlets Brio & Desi Café. Bought 45% of Time zone India

2005

Company's Initial Public Offering (IPO) oversubscribed overall by 17.25 times. Crossword
becomes a wholly owned subsidiary of the Company.

Opened our seventeenth, eighteenth, nineteenth & twentieth stores in Pune, Juhu – Mumbai,
Bangalore & Ghaziabad .Launched M.A.C & Home stop – our home store.

2004

Opened our fourteenth, fifteenth & sixteenth stores in Malad – Mumbai, Kolkata &
Bangalore

2003

Opened the eleventh, twelfth & thirteenth stores in Mulund – Mumbai, Gurgaon & Kolkata

2002

Opened the tenth store in Kandivli – Mumbai In the Year 2002 we have launched co-branded
credit card with Citibank named as First Citizen Citibank Credit Card

2001

Opened our eight & ninth stores in Pune & Bandra

2000

Opened our sixth & seventh stores at Chennai & Chembur – Mumbai. Acquired Crossword –
India's leading retail book chain.

1999
Implemented JDA Retail ERP (a global leader in retail ERP packages).Opened our fourth &
fifth stores in Jaipur & Delhi.

1998

Opened our third store in Hyderabad.

1997

Launched our co-branded credit card for our loyalty members in association with HSBC.
Shoppers Stop incorporated as a body corporate.

1995

Opened our second store in Bangalore.

1994

Loyalty Program titled First Citizen was launched.

1993

Added Children's & Non-apparel sections.

1992

Ladies wear was introduced.

1991

Opened our first store at Andheri, a suburb in Mumbai, selling only Men’s wear.
Corporate Social Responsibility

Stoppers Stop is committed to conduct its business in an environmentally responsible manner

and launch initiatives that aim to equip diverse sets of people with relevant skills and/or
opportunities to make self-reliant and to live with dignity

Skilled differently Abled

Is an initiative started with the aim of supporting Social inclusiveness, aiding to help them
live life with dignity and self-reliance and absorbing potential into workforce.

Go Green
Being the initiative run with an objective of being environmentally responsible and
contributing to a cleaner society, reduced Energy Consumption as a corporate entity by
Saving 1700 tons of carbon emission per annum, created sustainable energy sourcing- save 9
tons of carbon emission per annum.
Fashion Development & Re-cycling
Is an initiative which pertains to an objective of helping the needy live life of dignity, keeping
up to the CSR Spirits with the stakeholders and an activity which has low cost but high
impact.
Shoppers Stop bags awards conducted by World CSR Congress On 21 February
2014Shoppers Stop announced that the company has won Best Green Energy Efficiency
Initiative Award at Global Green Leadership Awards - 2014, conducted by World CSR
Congress. The company's two major SCM Initiatives have been recognized as the Best
Supply Chain Initiatives for the year 2013 by Asia Manufacturing Supply Chain Summit.
ASN initiative with Madura Garments: The project has been jointly awarded as the best
Manufacturing / Supply Chain Leadership and Strategy Award for both Madura Garments
and Shoppers Stop. GS1 Initiative: Best Supply Chain Initiative of the Year award for the
company.

Our Culture
At Shoppers Stop, we believe in a world of limitless possibilities. We have always set
benchmarks, crossed limits, achieved the impossible and celebrated our successes. Innovation
being the key driver, Shoppers Stop has adopted a new philosophy of 'Start Something New'
to give retail a new dimension. We endeavour to Start Something New in performance. Start
Something New in products. Start Something New in customer service. Start Something New
in life.
This philosophy is embraced & practiced by our Customer Care Associates every day. All
employees across the organization are designated as Customer Care Associates, implying that
we are first and foremost dedicated to serving our customers. This creates a service
orientation within our employees as well as reinforces the feeling of being partners working
towards a common goal.
Our company anthem – ‘Hadh Se Aage’ is played across the organization – from our head
office to regional offices, stores to distribution centers at 10:45 a.m. every morning, with
associates singing the lyrics which encourage & inspire them to make a wholehearted and
meaningful contribution to society.
Marketing Mix Of Shoppers Stop – Shoppers Stop Marketing Mix
Shoppers Stop is a publicly traded company of Indian origins. It is associated with retail and
lifestyle industry as it deals in numerous related products. Shoppers Stop was founded in the
year 1991 and are a subsidiary of its parent company K Raheja Corp Group. It faces
competition from following companies

 Wills Lifestyle
 Westside
 Vishal Mega mart
 Ebony
 Pantaloons
 Globus
 Central

Product in the Marketing Mix of Shoppers Stop:

Shoppers Stop has become one of the most happening retail outlets in India with a diversified
product portfolio. Its online website also offers each of its products that are available in its
retail outlets. Shoppers Stop offers products for men, children and women of every age group
and it includes

 Apparel – Shirts, skirts, dresses, jumpsuits, jackets, bottom wear, baby suits,
winterwear, pants, sportswear, swimwear, lingerie, nightwear, sarees, churidar suits, t-
shirts, jeans, cargos, trousers, blazers, shorts and kurta pyjama
 Accessories – Umbrella, reading glasses, diaries, pen, travel essentials, sunglasses,
scarves, clutch, wallet, handbags, watches, belt and cufflinks
 Footwear – Flip-Flops, bellies, wedges, platforms, heels, flats, boots, slippers,
sandals, casuals and formal
 Jewellery – Fine jewellery, fashion jewellery, artificial jewellery and gold coins
 Toys – Dolls, infant toys, soft toys, musical instruments, board games, educational
games, cars, toy trains and blocks
 Beauty products – nail polish, shampoos, make-up, moisturiser, scrubs, masks, hair
colours, perfumes, deodorants, shaving products, make-up tools, soaps, serums and
toners
 Homeware – Bedsheets, bedcovers, pillow covers, dinner set, tableware, kitchen tools,
bath towels, bathrobes, laundry baskets, curtains, rugs, doormats, dustbins, furniture,
clocks, candles, lamp shades and wall décor
 Gifts – Chocolates, sweets, charms, e-gift vouchers, gift cards, corporate gifting and
premium gifting
Place in the Marketing Mix of Shoppers Stop:

Shoppers Stop has a Pan-India presence as it has spread its network to most parts of the
country. It has its headquarters base at Mumbai in Maharashtra. Shoppers Stop started its
operations by opening its first outlet at Andheri in Mumbai and since then has spread its
presence to include seventy-four stores in thirty-five cities like Kolkata, Chennai, Jaipur,
Noida, New Delhi, Bangalore, Bhopal, Amritsar and Aurangabad.

Shoppers Stop has joined the e-commerce industry in the year 2008 with delivery options at
important Indian cities. As part of its omnichannel strategy it in the year 2016, February
launched its mobile application to garner a larger customer base. Shoppers Stop has a strong
distribution channel that includes services of an established management team and skilled
workforce for both direct and indirect dealings with its customers.

Price in the Marketing Mix of Shoppers Stop:

Shoppers Stop has targeted upper-middle-class section of society as its target customer that
puts its onus on quality and style. It has set a high benchmark in the retail industry as its
policies have resulted in an increase in footfalls. Shoppers Stop has adopted a premium
pricing policy as it has been able to project itself as a high-end brand that deals in only
qualitative products.

Its customers are willing to spend premium prices for premium products. Shoppers Stop has
also adopted a promotional pricing policy and offers incentives like summer and winter sale
to increase its customer base as well as sales volumes in order to garner larger revenue
figures.
Promotion in the Marketing Mix of Shoppers Stop:

Shoppers Stop has adopted both ATL and BTL marketing strategies to promote its brand in
the consumer market. It has also implemented Interactive as well as Guerrilla marketing to
increase brand awareness. Shoppers Stop has launched several ad campaigns and promotional
policies with help of electronic, digital, print and social media platforms.

Advertisements are shown on popular television channels, newspapers, magazines, and

hoardings, Twitter, Facebook and YouTube to garner maximum exposure. Shoppers Stop
also offers periodic discounts and gift vouchers to attract further sales at regular intervals. It
has been awarded several accolades and awards including The Emerging Market Retailer of
the Year Award and The Hall of Fame. It has launched a loyalty program titled First Citizen
for its regular customers as well as Shoppers Stop Gift Card after a tie-up with Quicksilver
Solutions

People:
Shoppers Stop also focuses on enhancing the skill sets of its employees by continuously
coaching them. Also, various workshops are conducted for the employees to maintain quality
of the employees. Fair evaluations and timely assessments are done for building leadership
qualities among its employees. The frontline staff of Shoppers Stop are timely updated with
the help of various training modules. Also. To enhance knowledge, they are also updated
with various technologies for enhancing efficiency in various processes. Shoppers Stop also
enhances skills of its customer care representatives by career planning and trainings. It
conducts satisfaction surveys of the representatives which helps in redefining the various
policies to employee loyalty. Shoppers Stop has an employee base of around 7400+ and
timely recruitment of qualified staff is done to cater to the needs of the customers and
handling various functions. Shoppers Stop also has venues for training the executives such as
the F.L.E.X. program which trained 176 department managers in 2016 to enhance the
capabilities of various stores. Other learning systems are in place through the online platform
to provide timely updates and rectify flaws in the processes
Process:
Shoppers Stop has got various processes and frameworks. The layout of the Shoppers Stop
stores are quite standardized and has ground floor having cosmetics, watches, perfumes and
other accessories. The 1st floor has clothing accessories and the 2nd floor has shoes, formal
apparels. The customers are provided with facilities of keeping baggage at a counter and
entry through all the floors. To enhance customer experience, they are provided with physical
trial rooms by Shoppers Stop as well as virtual trial rooms which are online systems which
provide real feel of wearing the garment. The checkout counters are placed on all the floors
with multiple counters for speedier checkouts. During checkouts loyalty program members
are given benefits of reimbursing points or gathering them as well as getting new customers.
To provide the best merchandise on the Shoppers Stop stores on the right places, specialized
teams are in place. These teams fix the clothing line ups starting from colour to style and
latest trends. Shoppers Stop also has a wide base of suppliers which are chosen after stringent
evaluations and other alternate venues are in place to mitigate the adverse situations. Various
IT systems are there to manage the backend processes as well as enhance the online shopping
experiences. Customers are also asked for feedback through online channels for gauging
there shopping experiences
Physical Evidence:
Shoppers Stop stores have more than 300 brands of apparels arranged in various places in the
store and properly sorted according to the various segments so as to enhance the customer
experience. The frontline staff of Shoppers Stop provides assistance to these customers in
terms of consultation about latest trends and sizes and help in trials. They also guide them to
various segment of the stores. Customers are also provided with trial rooms to try their outfits
and choose according to their tastes. Customers are also provided with trolley bags to carry
multiple items. They are also helped with the billing and packing process at the checkout
counters. In the online format customers are provided with speedier deliveries and customer
buyer guide to follow them through with purchase and make choices. This gives a summary
of the Shoppers Stop marketing mix
Shoppers Stop bets on omni-channel strategy to grow business
The company said it believes that more consumers across the country will discover Shoppers
Stop through its digital shopping channels.
Brick and mortar retailer Shoppers StopNSE 0.84 % are betting big on an omni-channel retail
strategy -- a combination of physical stores and online site -- to grow its business and aims to
debt-free.

The company, which exited non-core businesses last year by selling its stakes in Hyper city
Retail, Time zone Entertainment Pvt Ltd and Nuance Group (India) Pvt Ltd -- its duty-free
airport retailing joint venture -- said it will make focused and substantial investments for the
omni-channel.

"We believe that these exits (divestment) will serve in giving us the eagle eye focus required
to significantly scale-up our core-businesses while also dramatically change our balance sheet
and thereby increase shareholder value. We aim to be completely debt-free by financial year
2018-19," Shopper Stop said in annual report for 2017-18.
"This alliance with Amazon.in will give a significant fillip to the growth of our omni-channel
business, helping us to achieve our target of 10 per cent of overall sales from digital touch-
points.

Elaborating on its offline expansion plans, Shoppers Stop said: "We plan to open 4-6
department stores and 8-10 beauty stores each year for the next 3 years to reach a wider and
broader footprint. Where our physical stores are not present, our online shop.
 STORE VISITING

After visiting the shoppers stop store at rat mall, we had come to know about the number of
the brands prevailing in that store

What are the Shoppers Stop Brands?

1. Haute Curry
2. IVY
3. Stop
4. Life
5. Vittorio Fratini
6. Rocky Star
7. Desigual
8. Femina Flaunt
9. Louis Phillipe
10. Back to Earth
11. Flying machine
12. Zodiac
13. Puma
14. Levi’s
15. Lee cooper
16. mufti

Along with this we had got some worthy information about that retail store which
include their sales, no. of the employees, their break hours, their shift timing etc

There sales per day is 8- 10 lakh and on weekends their sales crosses 10 lakh. During
offers their sales goes up to 15-20 lakh. At rct mall they have three stores which
include employees around 450 every brand sends their 2 employees but management
is being done by shoppers stop. It includes two shift 10.30 to 8 and 12.00 to 10.30
and they get a break of two hours.
LAYOUT OF SHOPPERS STOP

1. GENTS SECTION

2. LADIES AND KIDS SECTION

SHOPPERS STOP SUPPLY CHAIN MANAGEMENT

Leading Indian fashion retailer Shoppers Stop has successfully implemented JDA®
Warehouse Management across four warehouses in order to help it achieve its omni-
channel vision. With warehouses in Mumbai, Bangalore, Kolkata and Delhi, Shoppers
Stop now has a powerful warehousing solution that meets the current and future
demands of the competitive and varied distribution environment in which it operates.

India’s leading fashion retailer with 80 stores across India as well as an online
shopping store, Shoppers Stop is a one-stop shop for fashionable products across
multiple categories such as apparel, beauty, fragrances, footwear, personal
accessories such as watches, sunglasses, handbags, wallets and belts, kids wear, toys,
home decor and much more. The company’s vision is to be an inspirational and
trusted brand, transforming customers’ lives through fashion and a delightful
shopping experience every time.

Shoppers Stop sought an integrated, optimized and feature-rich warehouse

management system (WMS) to help it achieve its omni-channel vision through which
it aims to achieve 20 percent digitally-influenced sales by 2020. They selected JDA
Warehouse Management given its scalability, efficient processing and flow-through
distribution capabilities it needed to meet the demands of the highly competitive
retail environment. Working with JDA Consulting Services on the deployment,
Shoppers Stop now has an integrated solution with already-deployed JDA
Merchandise Management as well as its own order management system. This allows
Shoppers Stop to leverage automatic allocation for faster outbound processing and
delivery.  
“JDA has been a long-standing partner in our retail journey. We believe that the new
JDA Warehouse Management solution will play a pivotal role in increasing our
operational efficiency in line with our aggressive business growth and omni-channel
vision,” said Mr. Govind Shrikhande, Customer Care Associate & Managing Director,
Shoppers Stop Ltd. “With a one-view of inventory, we will be able to further enhance
our customers’ shopping experience.”
Since deploying JDA Warehouse Management in January, Shoppers Stop has already
realized a number of benefits, including:
Enhanced system reliability with minimal impact to daily operations Reduced
warehouse operating costs, and enhanced system functionality along with a common
business process to roll out to future warehouses
24x7 warehousing operations with the aim of reducing the store replenishment cycle
time by half 100% systemized put away has ensured a 30% increase in order picking
accuracy while also leading to an overall inventory accuracy.
Enabled two different fulfilment strategies (for online customer and store orders)
from the same warehouse and solution
“We are pleased with the successful deployment of JDA Warehouse Management at
Shoppers Stop to support its omni-channel vision, and enable them to not only
improve productivity and inventory levels, but also adapt to supply chain changes,
with the flexibility and visibility into warehouse operations it needs to succeed,” said
Vishal Dhawan, VP – Sales, ASEAN & India, JDA. “Shoppers Stop has already
achieved impressive results at the outset of its deployment, and will continue to see
reductions in its fulfilment costs and inventory levels while gaining improved
inventory accuracy, all contributing to its profitability and customer satisfaction
levels.”

SHOPPERS STOP CRM INITIATIVES

After launching a number of consumer loyalty programmes in 2002, Shoppers Stop Ltd is in
the process of implementing new customer relationship management (CRM) initiatives.
The objective behind the move is to enhance customer retention, create clear differentiation
in terms of benefits and rewards across each of the tiers (Classic, Silver and Gold cards) and
set up exclusive first citizens cash counters for express check-out at Shoppers Stop outlets
across the country.
With the move, the company hopes its overall sales turnover to grow at an additional rate of
25 to 30 per cent next year, informs Shoppers Stop senior manager marketing and services
(customer care associates) Ajay Kelkar.
According to Mr Kelkar: We are initially planning to expand the number of Shoppers Stop
outlets in major metros where they already exist. This will enable us to increase our
contribution through differentiation in terms of relevant offering of each of the tiers.
Close on the heels of entering into a co-branded credit card tie-up with Citibank to provide
its customers with exclusive benefits for shopping, the company has achieved track record of
3,000 consumers in just one month who are currently using this credit card, informs Mr
Kelkar. We expect Citibank credit card users for shopping to reach 1-1.5 lakh mark next year,
he adds.
The company plans to launch a new consumer promotion called Make Your Own Sale Day
soon. In addition, the company aims to position itself as a global retailer by bringing in the
world’s leading retail technology, retail practices and sales to India.
For the purpose, we are currently hosting India Shopping Festival on the lines of the Dubai
shopping festival till January 26, 2003, across nine stores in Mumbai, Delhi, Jaipur, Pune,
Hyderabad and Bangalore, he informs.
To create an effective promotional campaign, the company is using the recency, frequency
and monetary value model to identify each member frequenting the store and the spend per
visit.

Along with the new look and feel, the retail chain has also introduced various initiatives in
tune with the brand’s new philosophy. Some of the initiatives include trial rooms with day
and night lighting options, which is a first in retail in India and was conceptualised based on a
consumer insight that most women wished to evaluate a garment both in day light as well as
to see if it looks good for an evening do. Another initiative is Shoppers’ Stop radio format,
which has been created specifically keeping in mind the brand’s positioning and the
ambience that it presents to its customers.

The retail chain has now also taken an extra step in terms of social values and being
environment friendly with ‘Think Green’. The first initiative under ‘Think Green’ is coming
to the aid of Neem trees, wherein Shoppers’ Stop is distributing 1.5 lakh Neem seed sachets
along with Life merchandise. A print ad has been brought out to encourage customers to
become more aware of environmental concerns.

Keeping in mind the entire ‘bridge to luxury’ positioning and the fact that luxury brands have
a flaunt value that symbolises ‘having arrived’, a new symbol has been created for Shoppers’
Stop. The symbol, which has been created out of the initial’s ‘SS’, gives one a cue of infinity
and delivers the message of the infinite possibilities that the brand promises.
“The change in the identity is just the beginning of a wave of strategic movements that are
being made in people, people practices, introduction of new ways of shopping, technology
investment in CRM and analytics. We introduced Indians to a modern way of shopping as
early as in 1991, and now we will invest in taking our Indian consumers towards the ‘bridge
to luxury’ retailing in India and meeting their new found aspirations and global ambitions.”
Shoppers Stop SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats

(SWOT) Analysis of Shoppers Stop. Strengths are:
1. It has strong domestic presence with 50+ stores in India
2. Shoppers stop has become highest benchmark for retail
industry
Strengths
3. Loyal customer base with more than 750,000 first citizen
members
4.Increasing footfalls and conversion rates
5. Management team is strongly established as well as skilled
labour force

Here are the weaknesses in the Shoppers Stop SWOT Analysis:

1. It has lesser promotional strategies on both ATL and BTL
Weaknesses level compared to global leaders
2. It always follows low risk strategy in business or entering
into new segment

Following are the Opportunities in Shoppers Stop SWOT

Analysis:
1. Big opportunity to enter into new geographies nationally
Opportunities
2.Foreign players see it as preferred partner for making
investment in India
4.It could enter into Hyper city -high retail value category

Threats The threats in the SWOT Analysis of Shoppers Stop are as

mentioned:
1. Due to global slowdown consumers’ purchase power has
reduced for top high value brands
 2.Increasing brand awareness among consumers across all
socio-economic classes

Shoppers Stop Competition

Below are the top 3 Shoppers Stop competitors:

Competitors 1.Vishal Mega mart
2.Westside
3.Wills Lifestyle