Shoppers

Stop
Team 6
Arnab (M009-15)
Chinthu (M017-15)
Pankaj (M037-15)
Pravin (M041-15)
Shruti (M051-15)
Shubhangi (M05215)
Sumeet (M056-15)
Vedant (M013-15)

Index
1.0 Introduction and Overview:
2.0 Problem statement:
3.0 Study 1: Retail Market Analysis
3.1 Household consumption
3.2 Share of organized retail
3.3 STP
4.0 Survey Results
4.1 Availability of selection choices
4.2 Usage of coupons by customers
4.3 Perception about competitiveness in prices
4.4 Return Policy
5.0 Contributions:
6.0 Implications:
8.0Conclusion

SHOPPER STOP: AN OVERVIEW

HEADQUATERS

INDUSTRY
TYPE
STATUS
COMPANY SIZE
NUMBERS OF STORES
2011 REVENUES
NET PROFIT
TOTAL RETAIL AREA
FOUNDED

Eureka Towers,9th Floor, B Wing, Mindspace,

Link Road,
Mumbai, Maharashtra-400064
Retail
Public Company
Operating
8000 employees
49
Rs.439.2 crore
Rs.11.7 crore
3.93 million sq. ft.
1991

Problem Statement
To conduct a comprehensive research into the global retail
landscape focusing on:
Analysis of Retail Market
Threat and/or opportunities for Shoppers Stop from
these disruptions
To focus on:
a. BRAND DEVELOPMENT
b. HUMAN RESOURCES
c. DISRUPTION
d. DIGITAL

The Retail Market

The Retail Market

Segmentation Targeting and Positioning

Availability of selection choices

7%

11%

27%

55%

Very broad

Moderately broad

Slightly broad

Not at all broad

Usage of Coupons by Customers

30

1 - extremely often
2 somewhat often
3 - neither satisfied nor dissatisfied
4 once in a while
5 - Not at all often

25

20

15

10

Perception about competitiveness in Prices

Sales
7%
26%

16%

26%
25%

very dissatisfied
somewhat satisfied

somewhat dissatisfied
very satisfied

neutral

Return Policy of the Store

40
35
30
25
20
15
10
5
0

Extremely fair

Very Fair

Moderately fair

Not at all fair

Likeliness of customer recommending it to others

40
35

1
2
3
4
5

30
25

- extremely likely
somewhat likely
- neither satisfied nor dissatisfied
once in a while
- Not at all likely

20
15
10
5
0

SWOT Analysis
Strengths

Weaknesses

Variety

High priced

Range

Less schemes

Brands

Less discounts

Opportunities

Threats

Brand Awareness

Government policies

Youths Choice

E-retailers

Quality

Service Triangle

Broaden the Integrated Marketing Network

Increase volume advertisements on online channels
Push for clarity in loyalty programs and make cash
coupons available
Promotional schemes in the form of shopping bags should
be given
In store radio
Think Green Campaign should be linked with discount
coupons

5 considerations in building a Retail Brand

HOW DO YOU WANT THE WORLD TO VIEW YOUR STORE(S)?Is there something

unique about your store(s) that causes the public to remember you in a certain way? It
might not a bad idea to make a list of what you think makes you unique and take a
customer survey to validate those perceptions.
WHO ARE YOUR CUSTOMERS?Do you know the average profile of your most loyal
customers? Why do they shop in your store(s)? How can you be sure you are buying
the right merchandise if you dont understand and know your target customers?
IS YOUR MESSAGE CONSISTENT?There are many ways to message your brand. You
can do print advertising, television, e-marketing, social-cause marketing, and event
marketing to name but a few.
DOES YOUR BRICK-AND-MORTAR STORE HAVE A CONSISTENT AND CUSTOMERCENTRIC ATMOSPHERE?Is the store designed and merchandised with your loyal
customer profile in mind? People spend money in places where they feel most
comfortable.
DOES YOUR WEBSITE DELIVER A MESSAGE THAT IS CONSISTENT WITH YOUR
STORE IMAGE?Successful branding demands consistency throughout the enterprise.

Contribution
Using technology to boost sales and CRM
Create an end to end service delivery system
Enhancing customer experience and servicescape

Implication
Reduced Cost in operation
Cost effective budgeting in revamping
Training employees to enhance service delivery

Conclusion

Company should focus on expanding its footprint in the urban markets

primarily Tier 1 and Tier 2 cities

There is an urgent need to bolster the e-commerce segment and

become a major fashion and accessories retailer on the lines of Jabong
and Myntra

There is an immediate need to broaden the Integrated Marketing

Network and increase volume advertisements on online channels

The already established Think Green Campaign should gain more

mileage and be linked with discount coupons and tap the urban niche
customers demand of being eco-friendly

The company should promote high quality low cost brands to bolster
its customer base and volume sales

Unique innovations such as bringing food counters and kids play area
inside its store will attract the newer demographics such as DINKs
(Double Income, No Kids) and DISKs (Double Income, Single Kid)

Ensure that servicescape is inspiring and classy at the same time

Thank You