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Vision of Shoppers stop is : To be a global retailer in India and maintain its No.

1 position in the Indian market in the Department Store category. To achieve it they try to provide extraordinary environment to their customers.Shoppers stop is recognised by the Indian retail industry as pioneer in the use of technology.Organised retailing ; supported by world class systems and practices and a talented group of people with a shared passion for making every shopper visit a memorable one.Their working environment is as below.They mainly focus on below values.
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We will not take what is not ours. The obligation to dissent (against a viewpoint that is not acceptable). We will have an environment conducive to openness. We will believe in innovation. We will have an environment conducive to development. We will have the willingness to apologise and forgive. We will respect our customers' rights. We will create an environment of trust. We shall be fair. We will be socially responsible. Our Values guide us in everyday actions. Imagine working for a company that is constantly aspiring to realize this mission and values. Chances are, it's like no place you have worked for. Our transparency in practices and freedom of expression exudes an overall feeling of boundary-less organization. Our leadership is committed to create an organization where exceptional careers are built. (*Some Data is collected from its website corporate.shoppersstop.com to understand organisation culture) I visited shoppers stop at Alpha Mall to observe employees interaction with different customers.I analysed how they are following their values.Shoppers stop has mixture of many international and national brands in clothing for men,women and kids ; accessories,fragrances,cosmetics,footwear ; home furnishing and dcor products.Employees said that they try to provide international shopping experience to their customers.Shoppers stops customers fall between the age of 16 to 35 years.Youngsters are more attracted to this shop.Employees are self motivated and team player.They generally help each other to give customers more priority in shop.They firmly believe that their ability to accomplish what they want to achieve depends on their employees associates and the people they hire.Employees have good communication skills to interact with customers.They are humble and more interested to answer customers choices.They are commited to the growth and development of their associates in their constant reinvention of Shoppers stop.Their culture is more reserved kind of culture.Employees speak softly and interrupt less.Eye contact are also indirect sometimes and less physical contacts.I noticed that Employees are more creative and they have clear knowledge about different brands.Their interior design and product segmentation are showing creativeness. Shoppers stop is informal organisation because working hours are flexible for employees and here they have easy approach to work.Their annual sports day event is much awaited.They encourage to their employees to work hard and also play harder.They believe that all employees are part of the shoppers stop family.They celebrate their

employeesfamilies by sharing their success with them.Every year a glitzy fashion show and professionally put together entertainment programs which show creativeness and awareness of fashion of their employees.so their environment is more friendly and motivational. They also provide employee development program.They train employees at international destinations organised by IGDS of which they are Indias only member company and fast tracks for their top performers.Their assessment process is also transparent and fair according to employees reviews.Shoppers stop also started retail management course with the help of IIM-A to develop trained employees and to satisfy need of retail market. It is good initiative. Shoppers Stop has supported many social concerns through various initiatives taken at Company level by deploying measures and technology, at Associate level by motivating staff to support the cause, and as a Catalyst by creating awareness amongst Customers and encouraging them to support the cause. Some of the causes are eco friendly practices,energy conservation,water conservation,auction of diwali gifts for donation purpose,E waste recycling.blood donate, time teaching to educate etc.So their employees are more active in CSR activities also. There were 8 employees present at the noon time.Employees shift their work according to flexibility. So it is informal organisation.They directly interact with customers. One more employee was at billing counter and one manager/store in charge who keeps check on overall work distribution. Employees were quite friendly with each other.It has more horizontal work allocation.Employee behaviour was not competitive.They encourage each other to increase overall productivity. Every employee has to handle different departments. Work allocation is based on the department and fashion sense of that segment. There are mainly 4 different departments in the store : (1) Men (2) Women (3) Kids and (4) Accessories , fragrances, cosmetics.

Manager

Men Department

Women Department

Kids Department

Accessories,fragrances etc

Customers come to store and employees do valuation of each brand to make them aware about products. Employees give idea about different ranges and brand.The role of every employee seems clear.The oraganisation is informal and organic structure.Because in noon time employees transfer their work by saying verbally.One of the reasons is less crowd in noon. People tend to buy more on weekend or festival season.Evry employee give brief idea about product to satisfy customers.Some customers come to store to just for fun or to get idea about price tags but employees show good attitude towards them.They behave gentally to them and answer all the queries of customers.Store in charge keeps check on overall sale of the day.He motivates every employee to increase sales. Customers are also satisfied with the employees.Shoppers stop stores details of customer and treat them well even after buying,They also send msgs/emails to customers when sale arrives.They have more loyal customer base.So people who purchased earlier come again and again to the shop.Here customers get more brands and varieties of products.There are mainly two customer oriented services available.first citizen and gift voucher. The name "First Citizen" reflects their commitment to offering customer the ultimate shopping experience. As a First Citizen,customer shopping experience becomes even more enjoyable. They have started reward point system for regular customers.They have made quite a few exclusive associations by which customer can reap the benefits and privileges of being a First citizen at restaurants,gyms,beauty salons and more.I met one lady who did shopping from shoppers stop most of the time.She had good experience of it. She was satisfied with the reward point system.This system helps to make loyal customer base as these customers will always come to buy again.After some points they give cash discount and other exciting offers.Customers expect good discount offers.They also want employees to be lively with good facial expressions.Employees have to deal directly with customers here and so after some time employees lose intrest.It is store in charge/ managers duty to motivate employees throughout the day.He shoud keep break or more alternate option availability after sometimes.Another customer oriented service is gift vouchers.They give personal gifts as well as corporate gifts.I met one 28 years old person who regularly buy casual clothes from shoppers stop.He said that he receives birthday card and diwali card every year. Shoppers stop also gives rewards to employees, distributor and dealers. It provides allowances to encourage.

Above data is collected from its financial report. It is showing that customer satisfaction is increasing with time.Shoppers stop is also increasing its sales through First Citizen strategy to provide customer value added services. So customers are more satisfied with this kind of innovations.

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