Retail Marketing of Shopper stop

Retail Marketing of Shopper stop

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  Retail Visit Of Submitted by: DeepshikhaGupta Pgdm2/1512 Submitted to: Prof. Bibhas b. Dean academics . (Universalbusiness school)
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  Shoppers Stop isone of the leading retail stores in India. It began by operating a chain of department stores under the name “Shoppers’ Stop” in India and has 67 stores across the country. Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991
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  with its firststore in Andheri, Mumbai Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by World Retail Congress at Barcelona. Shoppers stop is one of the largest departmentalchains in India and has newly come up with an outlet at vashi.The most important aspect is, it is bought there due to emergence of demand of the brand. As earlier there were no outlet in that particulararea,the traffic of customers had to travel to nearby stations,which was time consuming and hectic for customers. Thus the advantages ofshoppers stop at vashi are as follows:  Customers don’t haveto travel all the way from vashi to thane or nearbystations.  Increases the traffic as people near to vashi station will also visit shoppers stop  Does not have any other niche market targeting brand.  Customers saveenergy as well as maintains there frugality.  Greater qualityproducts than the other brands available there.  As shoppers stop is located in metro mall, it is the largest mall of that area so moreoverit will attract traffic.  Easy parkingof vehicles in the mall
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  As every coinhas two sides,similarlythere are a few but disadvantages ofshoppers stop: Availabilityofpantaloons in the same mall Reduction in traffic from the nearbystations ofvashi 6 Attractinginitial customers maybe difficult Requires huge cost for promotions and advertisements Mall tax has to be paid Customers will not compromise with the qualityas there are other brands available, theymayswitch any time Socio –economicimpact of shoppers stop has led to various changes as they havecome up with the new concept in the retail industryby settingup trial rooms with dayand night light options so that consumers could see howgarments would lookduringthe day and in the night. Shoppers’ Stop’s core customers represent a strong SEC A skew. They fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for ethnic
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  clothes in the internationalenvironment they are accustomed to. : There was a significant increase in Merchandising Range and Quality customer satisfaction from year 2012 Store Environment to year 2014, although there is a small Staff decrease in customer satisfaction in Transaction Efficiency year 2013 from year 2012, Loyalty Program, This may be due to increased choices Schemes 7 offered to the customers by other Promotions stores and hence increasing Customer experience in Shoppers Stop with the expectations of the customer competitor. Area of Expertise: Product placement, Space planning, Brand Marketing, Maximising sales opportunities, Cross Merchandising, Fashion an Retail merchandising, Fixture layout, Window Execution.
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   On anaverage stores 30000 pieces of different products.  Merchandise sourced from 250 exporters in Delhi, Mumbai, Bangalore
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   Centralized buyingfor all products except cosmetics and perfumes to avoid sales tax  Carries 63 days of stock. Shoppers stop is a 3rd largest multi-brand chain of departmental
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  store. A department storeis a retail establishment with a building open to the public which offers a wide range of consumer goods such as clothing, housewares, furniture and appliances. It typically offers a choice of multiple merchandise lines, at variable price points,in different product categories known as "departments," hence the name. Department stores usually sell products including: Additionally select other lines of products such as food, books, jewelry, electronics, stationery, photographic equipment and baby and pet needs. Certain department stores are further classified as discount stores. Big-box stores and hypermarkets have become a modern equivalent to historical department stores. Department stores have a supermarket-type central customer checkout area near the front of the store, or alternatively, sales counters within each department. Department stores are usually part of a retail chain of many stores situated around a country or several countries. Some may be independent retailers, existing entirely independent or as licensed dealers
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  Situated in primelocation Offers wide variety of goods Provides quality goods at competitive price Single management Facilitates shopping under one roof Fulfills the needs of most families- affluent and upper/middle class Operates by appointing experts Sells goods strictly on cash basis Incurs high operational cost • Stop- Men’s formal/casual/ethnic/women’s western/ethnic, kid’s casual/ethnic •Kashish – Men’s & women’s ethnic •Life- Men’s & women’s Fashion •Vettorio Fratini- Premium formal& semi-formalmen’s wear •Haute curry- fusion wears for women •Elliza Donatein- corporatewomenswear •Ijeans wear- Men’s denim
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   Retail storesshould use an area that is easily approachable.  Invest in supply chain infrastructure  Ease distribution – infrastructure creation  They should offer more Catchy & Intelligent schemes.  The attitude of sales force must be helping & communication in formal way.  Proper signage‟s should be used in retail store  Exchange Policies of retail store should be properly communicated to customers during Sale