NIFT

MFM - II
Subject: Fashion Retail & Mall Management
Report on Shoppers Stop Ltd
Date : 03/02/2015

Submitted to : Ms. Krithika G.K

Submitted By :
Aanu Varghese
Sagrika Padha
Mohommad E Shafi
Srishti Raut
Marguerite Vincent

Table Of Contents
1. Introduction

2. History Of Shoppers stop & Evolution

3. Organisation Structure

4. Understanding Shoppers Stop

4.1 Store Format:

4.2 Product Mix

4.3 Target Market & Customers

12

5. Company Size

13

6. Mission

15

7. Vision

15

8. Positioning

16

9. Objectives

16

10. Store Locations

17

11. Company Policy

18

12. Brand Status

19

13. Expansion Plans

20

14. Competitors of Shoppers Stop

21

15. Shoppers Stop CSR activities (Corporate Social Responsibility)

22

16. Financial Highlights

24

17. Conclusion

26

18. Bibliography

27

2 of 27

1. Introduction
Retail is the process of selling consumer goods and/or services to customers through multiple
channels of distribution to earn a profit. Demand is created through diverse target markets and
promotional tactics, satisfying consumers' wants and needs through a lean supply chain.
Retail management can be very usefulpromotinggreatersalesandcustomer satisfactionby gaining
a better understanding of the consumers of goods and services produced by a company.
Atypicalretailmanagement strategy for amanufacturingbusinessmightresearchthe retail process
that distributes the finishedproductscreated by thebusiness to consumersto determine and satisfy
whatbuyerswantand require.RetailinginIndiais one of the pillars of its economy and accounts for
14 to 15 percent of its GDP. The Indianretail marketis estimated to beUS$500billionand one of
the top five retail markets in the world by economic value. India is one of the fastest growing retail
markets in the world, with 1.2 billion people.
Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the geographic
zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita
at 2sqft (0.19m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the
world.1.8 million households in India have an annual income of over4.5 million(US$70,650.00).
While India presents a large market opportunity given the number and increasing purchasing power
of consumers, there are significant challenges as well given that over 90% of trade is conducted
through independent local stores. Challenges include: Geographically dispersed population, small
ticket sizes, complex distribution network, little use of IT systems, limitations of mass media and
existence of counterfeit goods.A 2012 PWC report states that modern retailing has a 5% market
share in India with about $27 billion in sales, and is growing at 15 to 20% per year. As a part of this
project we focused on Shoppers Stop Ltd.

3 of 27

2. History Of Shoppers Stop & Evolution

A part of the K. Raheja Corp Group, Shoppers Stop Ltd (SSL) began its journey in the retail
industry in 1991. Later in 1997, the company was incorporated. The company started from a single
brand shop to becoming a fashion and lifestyle store for the family and has been a pioneer in the
field of Loyalty programs in the Retail industry with its First Citizens Club.
Shopper's Stop has signed a nonexclusive retail agreement with cosmetic major Estee Lauder to
open MAC Cosmetics stores in India with 4 MAC stores operating in Bengaluru, Delhi and 2 in
Mumbai. Airport retailing is also now a part of it illustrious portfolio after entering into joint
venture with The Nuance Group AG of Switzerland and currently it has outlets at international
airports at Bengaluru and Hyderabad.
The commendable fact is that the largest department store in the country is the Shopper's Stop store
located at Rajouri in New Delhi .The company owns subsidiaries namely Crossword Bookstores,
Upasna Trading, Shopper's Stop.Com (India), Shopper's Stop Services (India) and Gateway
Multichannel Retail (India).
2.1 Milestones
Year

Event

1991

Ivory Properties & Hotels Limited (IPHL) opened its first Shoppers' Stop store selling
men's wear at Andheri (Mumbai)

1992 - 1993

Expanded merchandise portfolio with introducing Ladies wear, Casuals,

Kidswear and Non-apparel section(Jewellery, Fragnances, Cosmetics and
Watches) making Shoppers Stop Indias first ever departmental store

1994

Introduced the first In-house brand of STOP & began the First Citizens Loyalty
program

1995

Beginning of the expansion of Shoppers stop , second store in Bengaluru

1997

- Launched a co- branded credit card for its loyalty members in association
with HSBC.

- Shoppers Stop incorporated as a body corporate

4 of 27

Year

Event

1998

- Sole retailer to be awarded the Intercontinental Group of Department

Stores (IGDS) membership

- Opened third store in Hyderabad

1999

- Implemented JDA Retail Enterprise Resource Planning(ERP). First

retailer to adopt ERP.

- Retail revolution began in North India with the launch of stores in Ansal
Plaza(Delhi) and Jaipur (4th & 5th store)
2000

- Acquired Crossword-Indias leading retail book chain

- Opened stores at Chennai and Chembur (Mumbai ) (6th & 7th store)

2001

Opened stores in Pune and Bandra (8th and 9th store)

2002

Opened store in Kandivli (Mumbai) (10th store)

2003

Stepped into East with the launch of store in Kolkata. Also opened stores in
Mulund(Mumbai) and Gurgaon (11th, 12th & 13th )

2004

- Opened stores in Malad (Mumbai), Kolkata and Bangalore(14th, 15th

&16th)

- Voted as Indias most favoured retail destination of the year by Images

Retail Reward
2005

- Opened stores in Pune, Juhu (Mumbai), Bangalore and Ghaziabad (17th ,

18th, 19th and 20th )

- Brand positioning changed from Feel the experience to Shopping. And

beyond

2006

HomeStop- Home need specialist store launched in Bengaluru .

Opened stores in Mumbai and Lucknow (21st and 22nd )

Launched MAC.
Crossword became a wholly owned subsidiary
IPO oversubscribed overall by 17.25 times.

Launched Mothercare in India and F&B outlets Brio and Desi Caf.
Bought 45% of Timezone India
Declared Retailer of the Year at Images Fashion Forum

5 of 27

Year

Event

2007

- Created movie merchandise history with unveiling of the Om Shanti Om

collection

- Signed a 50:50 JV with the Nuance Group for Airport Retailing

- Signed an MOU with Home Retail Group of UK to enter into a franchise
arrangement for the Agro formats of catalogue & internet retailing
2008

- Shoppers stop repositioned and reinvented as a Bridge to luxury brand

with unveiling of the new logo and tagline, START SOMETHING NEW

- Awarded the Emerging market retailer of the Year at the World Retail
congress in April 2008
2009

Pioneered mascot licensing in the categories through exclusive tie-up for

certain products with Vodafone for their product brand mascot Zoozoo

2010

Increased stake in Hypercity Retail (India) Limited to 51%

2011

- Expanded to 49 stores across 22 cities

- Recognized as Most Respected Company in Retail Sector by Business
World

2012

- Shoppers Stop - Rohini store has received VMRD Retail Design Awards.
- The Company has opened one Clinique store at 1 M. G. Road Mall,
Bengaluru.

- The Company began retailing M.A.C at "Inorbit Malls Hyderabad.

- National Education & Human Resource Development Organization has
awarded "Top Class Brand Award 2012 - 2013" to the Company. Mr.
Govind Shrikhande - Managing Director of the Company has been
awarded with "Rashtriya Udyog Ratna Award".
2013

Shoppers Stop operations expanded to 65 stores in 28 cities

2014

Shoppers Stop operations expanded to 73 stores in 35 cities

6 of 27

3. Organisation Structure
Shoppers Stop Ltd (SSL) functions under the Diversified Retail organisation structure, wherein
SSL operates in multiple markets on a national level , engaging the consumer and dressing every
need of the consumer. Due to this the scale of operations that SSL works under is a mammoth and
hence efficient allocation of resources becomes of prime importance. SSL follows a decision
making strategy which strikes a balance between decentralised & centralised decision making.
The process designs are decided centrally whereas the rolling out of day to day processes are
tackled at individual store levels.
Below is the centralised level of the Retail Organisation :

Board of Directors
Mr. Chandru L. Raheja (Chairman), Mr. Ravi C. Raheja (Non-Executive Director), Mr. Neel Raheja,
Mr. B. S. Nagesh (Customer Care Associate, Vice Chairman) , Prof. Nitin J. Sanghavi, Mr. Deepak
Ghaisas, Mr. Nirvik Singh , Mr. Avnish Bajaj , Ms. Abanti Sankaranarayanan , Mr. Manish Chokhani ,
Mr. Gareth Thomas, Mr. Govind Shrikhande (Customer Care Associate & Managing Director)

Executive Team
Mr.Govind Shrikhande (Customer Care Associate & Managing Director ) ,
Mr. Salil Nair (Customer Care Associate & Chief Executive Officer ) ,
Mr. Sanjay Chakravarti ( Customer Care Associate & Chief Financial Officer)

7 of 27

4. Understanding Shoppers Stop

4.1 Store Format:
Shopper Stop (SS) has progressed from being a single brand shop to a family oriented fashion and
lifestyle store. Shopper stop operates under the lifestyle departmental store format, and is one of the
pioneers of the large format stores in India. The commendable fact is that the largest department
store in the country is the Shopper's Stop store located at Rajouri in New Delhi. The store
recognises itself to be a premium lifestyle department.
When it comes to their store format SS focuses on the following 3 elements that are integral to its
growth:
1. Delivering higher level of sensory experience by offering fashionable merchandise, great store
layout & ambience, educated staff & events for complete shopping experience
2. Contemporising the product basket to offer premium value
3. Sustaining leadership in the department store format through the optimal enforcement of the
above 2 factors & through pan India presence, efficient processes & excellent service quality.
Other formats introduced :
Shoppers Stop Ltd

Department Stores
Shoppers Stop

Homeproducts
Retailing
Homestop

Speciality Retailing

Beauty, Cosmetics
RetailingMAC, Estee Lauder
Clinique
8 of 27

Crossword

Hypermarket
Hypercity

Parenting ProductsMothercare

4.2 Product Mix

4.2.A Merchandise Mix

Mens

Womens

Kids

Home & Travel

Cosmetics &
Fragrances

Mens Apparel

Womens Apparel

Kids Apparel

Home Linen

Perfumes

Shirts

Shirts

Shirts

Home Furnishings

Deodorants

Trousers

Bottom wear

Bottom wear

Travel

Cosmetics

Jeans

Jeans

Jeans

Accessories

T-shirt & Polos

Co-ordinated Set

Skirts

Kurta,

Ready to Stitch

Dresses

Skirts

Night wear

Ties

Dresses

Winter wear

Innerwear

Lingerie

Kidss Accessories

Winter wear

Night wear

Bags

Mens accessories

Winter wear

F a s h i o n

Wallets

Womens Accessories

Belts

Handbags

Watches

W r i t i n g

Fashion Jewellery

Sunglasses

Watches

Footwear

Watches

Sunglasses

Socks

Sunglasses

Instruments

Toys

Cufflinks

Socks

Socks &

Footwear

Pyjamas

& Stoles

Instruments.

Jewellery

Footwear

9 of 27

Cases

&

&

4.2.B Brand Portfolio

Premium Brands



















These are just some of the premium brands that they retail versus their competitors
Private Labels














The above brands are all the private labels of Shoppers Stop that are exclusively retail
 of 27
10

Other than the above mentioned brands they also house the following :
Apparels : Arrow, Louis Phillipie, Park Avenue , Parx, Van Heusen, Zodiac , Blackberries, Killer,
Lee Cooper, Wrangler, Allen Solly, Provouge, Wills & many more
Jewellery : Facet , Carbon , Sparkles , Tanishq FQ , Swaroski , Gili , Oyzsterbay , Swarovski,
Estelle & many more
Shoes : Lee Cooper, Red Tape , Picasso & many more
Home Dcor : Yamini , Four Seasons, Viva, Welspun, Borosil & many more
Fragrances : Christian Dior, YSL , Davidoff , Joop , Diesel , Lancaster , Nicos & many more
Watches : Casio , Esprit , Fossil , Titan & many more
Diversified Portfolio (2011) :

Non Apparels

Apparels

41%
59%

 of 27
11


4.3 Target Market & Customers

I.

Demographics :

1. Age - 16 years to 40 years

2. Gender - Majority of the target market is Women (55%) & Men (45%)
3. Education - Graduate & above
4. Type of Family - Mostly Nuclear, modern families who are well educated
5. Socio-Economic Classification - Sec AI & AII
6. Martial Status - Majority is married, yet a certain segment is single (20%)
II. Geographic Location : Tier I & Tier II
III. Behavioural :
These individuals like to keep themselves updated with the latest brands & convenience to shop is
of utmost importance to them. They like to have the latest first & are fashion conscious & brands
matter. Affordability is not much of an aspect while shopping but value of money is a definite
purchase driver. They prefer shopping at Malls as it helps them do other actives too & is a source of
entertainment.
According to a survey done by Customer Satisfaction Management & Measurement affiliated with
IMRB , the customers of Shoppers Stop are segment as follows :
Premium -Conscious

Value - Conscious

Time-Conscious

Percentage of
Shoppers

26

46

28

Socio Economic
Class

AI

AII

AI

Age Group
( Years)

15-40

15-35

15-40

Shopping
Habits
Spend

Visits with Family & Visits with Family & Friends. Visits with Friends &
Friends.
Are most likely to be walk-ins families. Almost 70%
80% are First Citizens
are first citizens
High

Average
 of 27
12

Average

5. Company Size
Highlights:
Gross Retail Turnover touches Rs. 675.5 crores; a jump of 13.6% over Q1FY14
Like-to-like growth at 3.7%.
EBIDTA at Rs. 30.8 crore a growth of 32% over Q1FY14
1 Lakh plus members added to First Citizen Loyalty Programme
Crossed 5.68 million fans on Facebook
Total stores added in the quarter: 2 Shoppers Stop store, 5 Crossword stores, 3 M.A.C, 1 Bobbi
Brown and 2 Clinique
Total Retail area 40.13 lacs sq.ft
Total First Citizens members 34.06 lacs

Market Share: Shoppers Stop (SS) is the leading department store company in India. It is the
second largest retail Group in India after Pantaloons. It has built robust management systems to
capitalize on the growth potential in the organized retail space, particularly the department store
segment. However, the stock has priced in the bulk of its upside potential leaving little room for
positive surprise, in our view. SS enjoys a unique advantage of having a strong presence in the
niche department store segment, which is likely to face limited competition from both foreign and
domestic players. In our view, income elasticity in this business segment is high, and as India per
capita incomes grows, SS should capitalize on its growth potential. The company has a strong, loyal
customer base, relatively high earnings visibility and low business risk.

Turnover: The company reported a gross retail turnover of Rs.675.5 crores for the quarter ended
June 30th, 2014 as against Rs. 594.8 crore in the corresponding period last year; up 13.6%..

Employees: 1400+
 of 27
13

Retail Strategy :
On an average stores 30000 pieces of different products.
Merchandise sourced from 250 exporters in Delhi, Mumbai, Bangalore
Centralised buying for all products except cosmetics and perfumes to avoid sales tax
Carries 63 days of stock.

International Affiliations:
Shoppers Stop is the only retailer from India to become a member of the prestigious
Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced
retailers from all over the world, which include established stores like Selfridges (England),
Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K
Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to
one member organization per country/region.

Acquisitions:
The Organisation, in the year 2000, along with ICICI ventures also acquired the reputed bookstore,
Crossword, which offers the widest range of books along with CD-ROM, music, stationery and
toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their
homes. Crossword currently has 18 Stores.
Acquisition of Hypercity- A hypermarket retail chain in 2010.

 of 27
14

6. Mission
Its Magical, Its Comfortable, Its My Store.
They offer their customers a shopping experience, comprising a vast range of lifestyle merchandise,
various services and aspirational products made available to them in a globally benchmarked
shopping environment and complemented by superior customer service. They benchmark with
global retailers, and strive to enhance their service offering in line with the emerging global trends.

7. Vision
To be a global retailer in India and maintain its No.1 position in the Indian market in the
Department Store category.
They are clearly focusing on the Indian market, which they believe offers tremendous opportunities
to department stores. At the same time, they benchmark themselves with leading retailers in the
segment worldwide. It is the constant endeavour to bring in global best practices into the business
and consistently upgrade themselves to offer to the customers an international shopping experience.

 of 27
15

8. Positioning
The Bridge to luxury position of the brand is supported by the fact that Shoppers Stop today
presents the widest range of international premium brands like French Connection, Tommy
Hilfiger, Esprit, CK Jeans, Gas, Lancome, MAC, Chanel to name a few. It has also taken fashion to
the next level through some of its exclusive brands like Insense, Haute Curry as well as Push and
Shove which bring the absolute latest in trends and fashion to the Indian consumer
Keeping in mind the entire 'bridge to luxury' positioning & the fact that luxury brands have a flaunt
value that symbolises Having arrived,' there is a new symbol that has been created for Shoppers
Stop. The symbol, which is created out of the initials 'SS' provides a cue of infinity and delivers the
message of the infinite possibilities that the brand promises.

9. Objectives
Their main objective is to satisfy the consumers all needs under one roof top. The idea is to provide
the complete set of options that would be a part of the Consumers consideration set.

 of 27
16

10. Store Locations

Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain
of department stores under the name Shoppers Stop in India. Shoppers Stop has 74 stores across
35 cities in India. Shoppers Stop has reached out to customers across India, and also to NRIs,
through its e-commerce website, www.shoppersstop.com, which delivers to more than 500 cities
and towns across the country. The online shopping website offers the ease and convenience to shop
for leading lifestyle brands, from anywhere with secure payment options.

City

SS Dept.

Amritsar

Bangalore

Chennai

Delhi

Gurgaon

Hyderabad

Jaipur

Kolkatta

Lucknow

Mumbai

Noida

Pune

Ghaziabad

Siliguri

Durgapur

Bhopal

Aurangabad

Indore

Vijayawada

Total

43

 of 27
17

11. Company Policy

Privacy Policy
Shoppers Stop is committed to protecting privacy.It is important to them that their customers
retain their privacy while taking advantage of the services that they have to offer. They adhere to the
following basic principles:
1. They employ the highest levels of securityto keep personal information strictly confidential.
2. They will not disclose or sell any of your personal information.
3.Although we use cookie technology to help users navigate our site efficientlythey never use
cookies to store personal information.

Shipping Policy
They currently offer FREE DELIVERY on all orders. You do not pay any shipping charges on ANY
orders placed on shoppersstop.com.
The large majority of their orders are shipped within 3 working days of the order, and delivered in
2-3 days from shipping. They ship through leading courier services, and one can track his/her order
online after it is shipped. In the unlikely event when they are unable to deliver any items customers
will not be charged for that item, or shall be refunded the full amount charged for the item.

Exchange And Return Policy

Their exchange policy is lenient as they state :
They are responsible for what we sell. If you are not completely satisfied with your purchase, you
can return most items to us within14 days of deliveryto get a100% refund.

 of 27
18

12. Brand Status

The brand by nature is a national brand with its presence pan India.
The evolution of the brand Shoppers Stop began when the baseline of the brand logo changed with
ever-rising customer aspirations. From the 'Ultimate Shopping Experience' in 1992 and 'Feel the
experience while you shop' in 1993, to 'Shopping. And beyond.' in 2005, the brand journey speaks
about a paradigm shift from enjoying the international shopping experience to shopping for
emotional fulfilment: for example, buying a diamond ring for your loved one to express your love
or flaunting your status. This changed to 'Start Something New' in 2008 as a part of the Brand's
Makeover strategy, but still connecting to the current mindset of customers to constantly upgrade
and experiment. Shoppers Stop has upgraded its positioning to a 'bridge to luxury' store and
continues to reinforce its position as a leader in the fashion retail industry.The companys new
logo's look and appeal is a reflection of Shoppers Stop brand's character of being a trusted and
inspiring guide' in the world of fashion, and a progressive and dynamic brand.
The new baseline of the brand, 'Start Something New', encourages customers to take a step ahead to
upgrade themselves to the next level in life. It encourages customers to step out of the box and do
things that they've always wanted to but never had the time for.The new brand philosophy promises
to help customers move up to what the world is advancing to; even bringing them experiences that
they may not have yet imagined..

 of 27
19

13. Expansion Plans

Shoppers Stop's expansion plans for this financial year (2014/15) are very much on track. The
lifestyle retailer opened eight new stores in this fiscal (2014/15), but in the following fiscal
(2015/16), the plan is to open only around three-to-four stores.
The company, however, will reduce its focus on several of its not so well-performing categories,
such as fine jewellery and electronics. Instead of jewellery, Shoppers Stop will focus on the beauty
and personal accessories divisions.
The company has taken the share of its fashion business to 13 per cent, and plans to take it to 15 per
cent in the coming year, as that would directly impact the profitability of the business.
There will also be a move towards smaller format stores; along with rightsizing some of the larger
format HyperCity stores. The company believes that small format stores can turn around or start
making money within 12 to 18 months versus 36 to 48 months required for a big format store.
They have already reduced its store sizes in cities such as Amritsar and Ahmedabad, and will now
resize its store in Hyderabad and the ones at Vashi and Malad in Mumbai.

 of 27
20

14. Competitors Of Shoppers Stop

The main competitors of Shoppers Stop on a national level are as follows :
Lifestyle
Future Retail Group
Pantaloons( Aditya Birla Retail group)
Westside
E-commerce :
KOOVS
Jabong
Myntra
S.W.O.T Analysis
Strength

A strong presence across India

First - movers advantage
Brand awareness is high & is favoured amongst its target market
Varied brand portfolio, that also offers premium brands & also pocket
friendly brands that attract all kinds of customers

- Caters to wide audience

- Constantly innovating itself with respect to its merchandise
Weakness

- It has lesser promotional strategies on both ATL and BTL level compared
to global leaders

- It always follows low risk strategy in business or entering into new

segment\
Opportunites

- Big opportunity to enter into new geographies nationally

- Foreign players see it as preferred partner for making investment in India

Threats

- Growing competition with the retail industry , has made the market grow
but created high competition

- E commerce is also a fast growing platform for retailing

- Price points are the biggest game changers
- International brands entering market by opening exclusive stores could
also be a threat as SS caters with premium brands too
 of 27
21

15. Shoppers Stop Csr Activities (Corporate Social Responsibility)

In 2014, Shoppers Stop launched Green initiatives in order to be more eco-friendly. These ecofriendly practices started back in 2007 when Shoppers Stop began its Energy Management Policy
to conserve energy.

Shoppers Stop, in its Green initiatives, started by following the 3Rs rules: Reuse, Reduce,
Recycle. Each R is important as we can for instance reuse old clothes or solar-renewable energy;
reduce power consumption, wastage in packaging or paper consumption; and also recycle rain
water, shopping bags etc

1. Shoppers Stop installed solar panels on the rooftop of the

Mumbai store, providing continuous energy throughout the
shop until sunset.

2. Further in the Mumbai store, Shoppers Stop installed a

solar pipe system aiming to add more natural light in the store
during sunny days and bad weather days. Solar Pipe system
installed at Mumbai Store maximizes the concept of
Renewable Energy by reflecting, intensifying sunlight & even
normal daylight, down through a pure silver base mirrorfinish aluminum tube. 50% of the store lighting is eliminated.

3. So as to reduce its unit power consumption, Shoppers Stop

has changed its air conditioning system by adding a less
consuming one; it also has replaced all their light tubes by
LEDs, making its stores greener in the whole.
 of 27
22

4.Shoppers Stop has introduced a Back To Earth range of products

in Home products made of eco-friendly materials.In addition to
these Green initiatives, Shoppers Stop supports NGOs such as
Child Rights and You (CRY) and Concern India Foundation.

 of 27
23

16. Financial Highlights

Shoppers Stop Ltd will add 8 departmental and 2 Hypercity stores in FY15. FY14 saw one of the
largest store additions in the last 23 years for SSL. 50% of SSLs stores have opened in past three
years. In FY15, the summer sales season will remain for 6 weeks. All the stores, which were
renovated in Q1FY15, are mature and currently contribute more than 15% to overall sales of
Shoppers Stops departmental stores. 15-18 stores were renovated in past 5 years and after
renovation, sales growth has improved by 15-20% from earlier level.

Annual Report 2013 - 2014:

The company has continued to ramp up its store presence, across the country, in all its formats, in
keeping with its vision of being a leader and pioneer in Indian modern retail. During the year, SSL
has launched 5 Shoppers Stop department stores, 2 Homestop stores, 8 MAC stores, 4 Clinique
stores and 1 Estee Store. For the year 201314, SSL has achieved revenues of Rs.2560 crores , up
by 17%. The Company's loyalty programme, The First Citizens Club and the membership of the
programme crossed the 34.06 lacs.

 of 27
24

Average Selling Price (INR)

1100

1,081
825

759

821

856

913

977

550

275

FY08

FY09

FY10

FY11

FY12

FY13

Average Transaction Size (INR)

2500

2,311

2,321

FY11

FY12

2,443

2,029

1875

1,720

1,843

1250

625

FY08

FY09

FY10

 of 27
25

FY13

17. Conclusion
Shoppers Stop chapter in India is the one that is ever growing and expanding. The company has
managed to place itself in category of Premium retailing that has a multi brand offering which its
competitors are yet to achieve. Along with this their Loyalty program is one that has written the
ever successful chapter in the Indian Retailing. From the research that we understood the landscape
of the Indian retail industry & how Shoppers Stop has managed to capture a sizeable market

 of 27
26

18. Bibliography
Cases in Marketing Managementedited by Kenneth E. Clow, Donald Baack
Retail ManagementBy S.C. Bhatia
http://corporate.shoppersstop.com/investors/annual-report.aspx
http://www.moneycontrol.com/competition/shoppersstop/comparison/SS51#SS51
IBEF.org

 of 27
27