By AKHIL AGARWAL

HISTORY AND GROWTH

• Shoppers' Stop Limited is a chain of Retail stores in India owned

by K. Raheja Corp.

• Group - The Company houses a host of many international &

domestic brands across various categories such as apparel,
accessories, cosmetics, home & kitchenware as also its own
private brands.

• SS started in 1991 with its first store in Andheri, Mumbai.

• With a Gross Retail Turnover of Rs. 8996 million, Shopper's Stop
has become the highest benchmark for the Indian Retail Industry.
VISION AND MISSION
STATEMENT
• " To be a global retailer in India and
maintain its No. 1 position in the Indian
market in the Department Store category."

• “No thing but the best"

ORGANIZATION STRUCTURE
MD CEO

HR Operation B&M Finance Business

Initiative
PRODUCT MIX
• Identified the need for and created a suite of
brands that reflect Styles, International Class and
Fashion

• Private Brands have been introduced and

developed after a careful analysis of Customer
Requirement.
PACKAGING
The previous packets of Shoppers
Stop had the previous logo while the
new packets which are being widely
distributed have the company
symbol on it.

The company has also

brought out collectible
shopping bags for
selective distribution with
different themes and
launched the first in the
series based on the theme
'Fashion through Ages'.
PRICE
• Shoppers Stop follows Premium Pricing
Strategy that includes selling of High Quality
Products at a High Price.
LOCATIONS
PROMOTION
• Communication Strategy-Reaching out to the
customers in their own style and language
E.g.- The first Shoppers Stop store in Lucknow
was named “Tehzeeb”.

• Organizes major Promotional Events from time to

time e.g. “Fly to Santa Land”, “Gear up for the
school” and “Salwar Kameez Dupatta Exchange”
etc.

• Organizes Local Festivals like Durga Puja in

Kolkata, Onam in South and Dhanteras in North.
PRINT ADVERTISMENTS
OUTDOOR HOARDING
SALES PROMOTION

• GIFT VOUCHERS
• VARIOUS FESTIVE OFFERS
GIFT VOUCHERS

Shoppers Stop offer Gift Vouchers

of denomination
ranging from Rs 250 to Rs 5000.
FESTIVE OFFERS
TECHNOLOGY
• Focused on leveraging investment and upgrading and
revamping existing technology.

• Deploying Warehouse Automation application along with

the multi-purpose handheld devices to enhance
efficiency in supply chain.

• Deployed Microsoft Technologies for reliable

communication platform.

• Setting up a Disaster Recovery Plan for critical

application systems.
POSITIONING
• Shopper Stop positions itself as a Global premium
Retailer outlet.

• Shoppers’ Stop is positioned as a family store

delivering a complete shopping experience.
PRIVATE LABELS
STRATEGY MIX
TARGET AUDIENCE: Males and Females,Age-15-
44yrs, High ownership of cars and consumer durables.
Evolved Indian who is open to new experiences.

CREATIVE STRATEGY: Bringing alive the

international experience by communicating that
Shopper's Stop is their Passport for seeing the Seven
Wonders of the World.

MEDIA STRATEGY: Taking the strategy of

'enveloping the consumer' with communication on TV,
Press, Hoardings and Radio. Also Point of sale and
Direct marketing & PR to complete the 360 degree
effect.
LOYALTY PROGRAM
The name "First Citizen" reflects their
commitment to offering their customers
the ultimate shopping experience

As a First Citizen, customers

shopping experience becomes even
more enjoyable with:
•Reward Points for every time you
shop at Shoppers Stop.
•Exclusive benefits & privileges
•Exclusive offers ever so often
•Updates on what you can look
forward to shop for at Shoppers Stop
•Exclusive cash counters at Shoppers
Stop so you can spend more time
shopping than waiting in a line
PHYSICAL EVIDENDE
STORE ATMOSPHERICS
• Shoppers Stop Ltd. Stresses on Class, Comfort,
Convenience where ever it is located.

• Shoppers Stop Ltd. not only concentrates on the

location of the stores but also emphasizes on the
ambience and service excellence.

• Shoppers Stop is Indian largest chain of Super

Stores with an aggregate acquired area of 11
lakh sq. feet.
PEOPLE
FUTURE PLANS
• Increasing the Geographical Reach
• Partner with Foreign Players so as to expand
globally.