RETAIL MANAGEMENT PROJECT

REPORT ON:-
SHOPPERS STOP

PREPARED AND COMPILED BY:-

ANCHIT MALHOTRA (74021217054)
VASHITVA KANODIA (74021218085)
ARYAN CHANDRA (74021218035)
 ACKNOWLEDGEMENT

The toughest of endeavours in this world is not possible without the support of a helping
hand which guides and motivates a person to take on any challenge head on. Inputs from
such helping hand are always like very essential because more often or not certain mistakes
which go unnoticed from our eyes.
The success and final outcome of this project required a lot of guidance and assistance from
many people and We are extremely privileged to have got this all along the completion of
our project. All that we have done is only due to such supervision and assistance and not
forget to thank him.

We are indebted to our Prof. Lalit Ojha, NMIMS, Bangalore for giving us such a nice
opportunity to work something related to practical exposure of retail industry & extending
his untiring guidance to us, by constantly discussing the project matter and helping us in
clarifying our thinking in several pertinent issues and providing a meaning full insight into
the subject.
 CONTENTS

 Introduction
 Corporate Profile
 Customer Profile
 Objective of Shopper Stop
 Types of Retail Outlets
 Retail Mix of Shoppers Stop
 Brands Offered
 Retail Strategy
 Competitors Analysis
 Merchandise Assortment
 Store Management
 Marketing Strategies
 Guerrilla Marketing
 Interactive Marketing

 Use of: -
 Customer Relationship Management (CRM),
 Enterprise Resource Planning (ERP)
 Supply Chain Management (SCM)

 Suggestions
 Conclusion
 Bibliography
INTRODUCTION

“The tapestry of history has no point at which you can cut it and leave the design intelligible.”
The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja group of companies, one
of India's biggest hospitality and real estate players. The Group crossed yet another milestone with its
lifestyle venture-Shoppers' Stop. With its immense expertise in the service industry and creditability,
Shoppers' Stop today boasts of 84 retail outlets across the country and is planning to spread its wings with
futuristic expansion plans to meet the challenges of the retail industry. A benchmark for the Indian retail
industry to follow, Shoppers' Stop has progressed from a single brand shop to a Fashion & Lifestyle store for
the families. Shoppers' Stop is a household name, known for its superior quality products, services and
above all, a complete shopping experience.
Shoppers' Stop was the first to redefine shopping experience and creating a niche for itself in the service
industry. As India's first specialty chain with outlets in Mumbai, Bangalore, Delhi, Hyderabad, Jaipur and
Chennai, Shoppers' Stop offers a complete range of garments and accessories for the entire family. More
than 25,000 customers walk into Shoppers Stop every day to feel the experience of shopping. Andheri was
the first store to be opened in India.

CORPORATE PROFILE
Vision:
To be a global retailer in India & maintain no.1 position in Indian market in Department Store Category.
Mission:
“Nothing but the best” To strive & achieve nothing but the best in terms of processes, practices &
deliverables.
Values:
The following values help Shopper ‘s Stop in achieving its mission & vision: We shall not take what is not
ours
 The Obligation to Dissent (against a viewpoint that is not acceptable)
 We shall have an environment conducive to openness
 We shall believe in innovation
 We shall have an environment conducive to development  We shall have the willingness to
apologize and/or forgive
 We shall respect our customer's rights
 We shall be fair.

CUSTOMER PROFILE
Shoppers ‘Stop’s customers fall between the age group of 16 years to 35 years, most of them being families
and young couples with a monthly household income above Rs. 20,000 and an annual spend of Rs.15,000.
Many Non - Resident Indians visit the shop for cultural clothes in the international environment they are
used to which means people from abroad are also interested in shopping in Shopper ‘s stop. Their target
customers are upper middle class and upper class.

OBJECTIVE OF SHOPPERS STOP

Their main objective is to make their customer satisfy and then profit through sales, employee added after all
every organization works to earn money which is possible through good sales and if our customers are not
satisfy then it will be difficult for us. So, we put our effort on retaining our customers because retaining old
customers is more profitable than making new customers. And if we analyse this statement then we come to
know that their 65% of their customers are their first citizen customers. Today people go for variety and
shoppers stop is doing that, they offer total 250 brands to their customers which act as their strength and help
them retaining as well as making new customers. They believe in producing quality, so they offer quality
products basically international brands like Louis Phillip, Black Berry, Police, DKNY, Ferrari, etc. Shoppers
‘Stop aims to position itself as a global retailer. The company intends to bring the world ‘s best retail
technology, retail practices and sales to India. Currently, they are adding 4 to 5 new stores every year.

TYPES OF RETAIL OUTLETS

Shopper ‘s Stop is known as multi-Brand retail outlet because of their verity of Products. They offer various
products like apparels, Accessories, Toys, Fragrances, Beauty Products, Travelling products, Home
Appliances, etc. They offer various products like Apparels, Fragrance & Beauty, Home & Travel, Gift ideas.
Under this they have different Categories, Brands and Styles to offer customers. They have many other
showrooms of Shopper ‘s Stop in Delhi and NCR, so we can say that they have long chain of retail outlets.
They also offer online purchasing which means that they are using new technology to increase their sales.

RETAIL MIX OF SHOPPERS STOP

CUSTOMER SERVICE

 Shoppers stop is providing different ways to transform the retail experience for customers in order to boost
sales. It recently embarked on a digital transformation journey to deliver enhanced, personalized and engaging
in-store experience for customers. it has collaborated with Cisco to implement the Connected Mobile
Experience (CMX) capabilities across 80 stores in India in the next six months. Shoppers Stop is piloting the
CMX capabilities in select stores. This is integrated with Cisco Wireless Solution for enhanced, personalized
experiences for shoppers.

 With over 4.6 million First Citizen loyalty program members and one million Shoppers Stop Mobile app
downloads, the retailer believes it can use anonymized aggregate data to provide mapping, directions and
personalized in-store promotions to customers in the coming months.

 Cisco Mobility Solution is helping shoppers stop enhance customer experience, gather insights into its
customer preferences and optimize resources to offer enhanced personalized experiences to
customers who shop at their stores.
  Cisco is also helping Shoppers Stop to deploy guest Wi-Fi for greater personalization and digital
services to help its customers discover the best shopping possibilities within its stores. The new
platform brings the power of Cisco’s Wi-Fi infrastructure and intelligent network capabilities and
helped Shoppers Stop better serve its customers by analysing individual customer experience,
behaviour and engagement.

 Launched a co-branded credit card loyalty member in association with HSBC

PRICING

 Shoppers Stop sells different international brands and are very competitively priced because there are many
competitors such as Wills Lifestyle, Pantaloons, Future group, Myntra, Jabong, Trendin, Snapdeal and many
more.

 As the market has been flooded with so many competitors, Shoppers Stop has to provide discounts and has to
come up with various sale events all throughout the year to sustain in the market. The discounts are generally
placed on old stocks and new arrivals are generally not discounted.

 The apparels offered by Shoppers Stop can be found from very low prices brands of 300 and goes up to
around Rs. 10000 for designer collections. The prices also vary according to categories also and the items to
be purchased.

 Generally, for the women there is a much wider variety as they shop more frequently and cover a more varied
range of prices and brands. This gives an insight in the Shoppers Stop pricing strategy in its Retail mix.

STORE DESIGN AND DISPLAY

 Store Interior consists of Mannequins, Fixtures, Graphics and Signage this all helps in
visual merchandising.

 Store Exterior Display and Prints consists of various offers and sales that attracts and
manipulates the customers to purchase that product.

 Shoppers stop make use of an angular store layout so that every product can be shelfed
in its optimal style and proper light.

 Shoppers stop puts well-known brands at the back of the store giving the customer a
chance to catch someone’s eye and increase sales also they display clothing from
lightest colour to darkest colour for optimum visual appeal.

 Also, shoppers stop places high margin items at the right side of the store because
customers always turn right when entering.
  Emphasises on Visual Merchandising i.e. the products attracts the customers to itself
which is often referred to as a ‘silent sellers.

COMMUNICATION

Shoppers stop makes use of IMC which refers to a coordinated communication

programme that is customer focused and internally consistent.

 Online marketing - web site, social media, email blasts, etc.

 Sales promotions - seasonal sales like Halloween, Valentine's Day, etc.
 Discount programs - Groupon, Mint Magazine, coupon books.
 Personal selling - the store sales staff can be a powerful tool in boosting marketing objectives.
 Point of Purchase- Items are generally located at the check-out area or other location where
the purchase decision is made
 Public relations - press releases, newspaper stories, etc.
 Advertising - print, billboards, commercials, etc.
 Customer loyalty programs - offer frequent shoppers deals others don't get.

LOCATION

Shopper stop is generally located in malls which gives them a high number of footfalls. Also, these
malls have easier and large parking spaces. The mall should be located inn places with high population
density (like city centre, near airports and Railway stations). They also consider the number of
competitors present in mall who are also selling the same products as them.

MERCHANDISE ASSORTMENT

 Offering expanded to include suiting, boys wear and ladies’ merchandise.

 Added casuals, kids wear and non-apparel section (Jewellery, Fragrances, Cosmetics and
watches) making shoppers stop India’s first ever departmental store
 Launched “STOP” the first in house label
 Creating movie merchandise history with unveiling of the Om Shanti Om Collection.
 Pioneered mascot licensing in the categories through exclusive tie-up for certain products brand
Mascot ‘Zoo Zoo’.

BRANDS OFFERED
Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow,
BIBA, Gini & Joni, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails
merchandise under its own labels, such as STOP, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc.
The company also licensees for Austin Reed (London), an international brand, who ‘s men’s and women’s
outerwear are retailed in India exclusively through the chain.
Different brands offered under each category are given as below:
Apparels
Arrow, Louis Phillipie, Park Avenue Parx, Van Heusen, Zodiac, Stop, Caliber, Blackberries, Scullers, Givo,
Orly, Lee, Levis , Pepe, Killer, Lee Cooper, Wrangler, Spykar, Life, Allen Solly, Provouge and Wills
Jewellery
Facet, Carbon, Sparkles, Tanishq FQ, Swaroski, Gili, Oyzsterbay, Sarvoski and Estelle
Music
Planet M, Music World
Home Décor
Yamini, Four Seasons, Viva, Borosil, Corning Ware, Pedrini, Pyren
Hair Styling
Habbibs
Books
Crossword
Fragrances
Christian Dior, Ysl , Davidoff, Joop, Diesel, Lancaster, Nicos, Jil Sander, Calvin Klein, Boucheron, Police,
J'del Pozo, Myrurgia, Etienne Aiger and Xm
Sunglasses
Ray Ban
Watches
Casio, Esprit, Fossil, Titan
Shoes
Lee Cooper, Stop Life, Red Tape and Picasso

RETAIL STRATEGY
1) Sale’s Promotion -
For sale Promotion strategy Shopper’s stop provides- Gifts vouchers, various festive offers, contests
and Pop Materials.
2) Segmentation, Targeting and Positioning –

Segmentation
Most of the customers fall in the age group between 16-35 years, mainly being families and
young couples and monthly household income above Rs.20,000 and an annual spend if 15,000.
Targeting

They started in 1991 as a Men’s ready to wear store.

Offering expanded to suiting’s boys and ladies’ merchandise in 1992.
 In 1993, they added casuals, kids wear, jewellery , fragrances, cosmetics and watches making
shoppers stops India’s first department store.

Positioning-

The evolutions of the brand shoppers stop began when the baseline of the brand changed with ever
rising customers aspirations
 From the ‘Ultimate Shopping Experience’ in 1992
 ‘Feel the Experience while you shop’ in 1993”
 ‘Shopping and Beyond’ in 2005
 From ‘Enjoying the international shopping experience’ to ‘Shopping for emotional
fulfilments’. 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 apart of brand’s makeover strategy but
still connecting to the current mindset of the customers to constantly upgrade and experiment.

COMPETETORS ANALYSIS
Below are top 3 competitors of Shoppers Stop
1. Vishal Megamart
2. Westside
3. Wills lifestyles

MERCHANDISE ASSORTMENTS
Shoppers Stop mainly distributes its merchandise in 3 basic categories These are:
1. Men’s Apparel- This category mainly consists of clothing line-up for men and boys
2. Ladies Apparel- This category mainly consists of clothing line-up for women and girls.
3. Non-Apparel- This category consists of those merchandises that does not consists of fibre or fabrics.

MARKETING STRATEGIES
Shopper ‘s Stop basically follows 2 marketing strategies:
1. Guerrilla marketing
2. Interactive marketing
1. Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather
than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are
targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even
spread virally.
Guerrilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of
products, stunts, any unconventional marketing intended to get maximum results from minimal resources. More
innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the
consumer and create a memorable brand experience.
Principles of guerrilla marketing Guerrilla Marketing is specifically geared for the small business and entrepreneur

 It should be based on human psychology instead of experience, judgment, and guesswork.

 Instead of money, the primary investments of marketing should be time, energy, and imagination.
  The primary statistic to measure your business is the amount of profits, not sales.
 The marketer should also concentrate on how many new relationships are made each month.
 Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse
products and services.
 Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing
customers, and larger transactions. Forget about the competition and concentrate more on cooperating with
other businesses.
 Guerrilla Marketers should always use a combination of marketing methods for a campaign. Use current
technology as a tool to empower your business.
2. Interactive marketing is a strategy adopted by then retailers where they allow customers to customize the product
as per their preference. This strategy is mainly followed by service industries like hotels but Shopper‘s Stop is able to
carve out this facility in a retail store. The concept that has already made a debut at Shoppers‘ Stop outlets in Mumbai,
allows customers — who are referred to as guests — to go through various stages of activity in creating their own
teddy bear (or other stuffed toy), including choosing a stuffed animal, stuffing it, giving it a heart, stitching, fluffing,
naming and dressing it. And though the toys are priced at a premium level ranging between Rs 595 and Rs 1,295 for a
stuffed animal and add-ons such as sound chips, clothes and accessories coming at extra cost — the interactive
shopping experience also adds on an element of entertainment for young customers and can turn into a family affair as
well.

USE OF CRM, ERP AND SCM IN SHOPPERS STOP

CRM:
Retail chain Shopper ‘s Stop Ltd, is eyeing over 50 per cent sales this year from its customer relationship
management (CRM) initiatives. The company has also lined up an aggressive expansion plan targeting smaller towns
and cities in the country. BS Nagesh, managing director and CEO of Shopper ‘s Stop, told FE that the company has
given a new direction to its CRM initiatives after it acquired a business intelligence software called ‘Business
Solutions’ about eight months ago. The new software helps generate intelligent data from Shopper ‘s Stop customer
base of about 2,30,000. The company then collects this data and touches base with customers via direct mailers
informing them of all new promotions that is currently on and updates them about the upcoming events. Shoppers‘
Stop claims that it has taken its CRM initiatives to a new height and now calls it‘s loyalty programmes Customer
Experience Management.
ERP:
Shoppers ‘Stop was the first few retailers to use scanners and barcodes and completely computerise its operations.
Today it is one of the few stores in India to have retail ERP (Enterprise resource planning) in place, which is the best
retail planning system in the world. With the help of the ERP, they can open new stores faster and get information
about merchandise and customers online, which reduces the time in taking quick decision.
SCM:
Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop
floors has led Shopper ‘s Stop to streamline its supply chain. The company has developed process manuals for each
part of the logistics chain. These modules include vendor management, purchase order management, stock receiving
systems, purchase verification and inventory build-up, fixing of price and store tags, dispatch of stocks to the retail
floor and forwarding of bills for payment. If we talk about various brands, then the answer is that they have a direct tie
ups with different companies and companies deliver all the needed products to their door-step means deliver all the
goods to every shopper ‘s stop showroom. But there are some companies which do not provide them these services so
for those they have their own carrier.
SUGGESTIONS

 They should introduce more schemes, discounts, sales to increase the sales.
 They should introduce Low rate Brands which will attract the middle class customers also or brands for
masses.
 The stores become a bit messy because of a large footfall & small size of stores so they should have
larger outlets
 They offer parking space only for the ―first citizen‖ card holders which acts as a constraint for many
first visitors to visit the malls.
 Shoppers stop competitors used aggressive medium of advertisement like television commercial ads, thus
to gain a competitive advantage over the competitors Shoppers Stop should also use such medium of
marketing.

CONCLUSION

Recommendations were given to improve certain services in which Shoppers stop is

considered not as good as compared to competitors like parking, music and other facilities
like snack parlours. They can go for some innovative ideas as they have always done before.

Overall Shoppers Stop should leverage on all its strong point and let more customers
“ START SOMETHING NEW” Because, after all customers are the heart and soul of
business like any other
BIBLIOGRAPHY

 www.shoppersstop.com
 www.scribd.com
 www.google.com
 www.economictimes.com
 www.quora.com