Shopper Stop retail plans by mnmgroup

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									               Presentation on
             Retail Management of

        Shoppers Stop
Name:                          Roll No
ABHISHEK                      PGFB0902
DEEPSHIKHA                    PGFB0915
GARIMA                       PGFB0917
NEERAJ                       PGFB0926
PROMOD                       PGFB0956
Retail Overview INDIA

•   Traditionally retailing in India can be traced to
     – The emergence of the neighborhood „Kirana‟ stores catering to
       the convenience of the consumers

•   Era of government support for rural retail
     – Indigenous franchise model of store chains run by Khadi &
        Village Industries Commission

•   Textiles sector with companies like Bombay Dyeing, Raymond's, S
    Kumar's and Grasim first saw the emergence of retail chains

•   Later Titan successfully created an organized retailing concept and
    established a series of showrooms for its premium watches
Cont…
•   The latter half of the 1990s saw a fresh wave of entrants with a shift
    from Manufactures to Pure Retailers.
     – For e.g. Food World, Subhiksha and Nilgiris in food and
        FMCG; Planet M and Music World in music; Crossword and
        Fountainhead in books. Post 1995 onwards saw an
        emergence of shopping centers

• Emergence of hyper and super markets trying to provide
  customer with 3 V‟s - Value, Variety and Volume

• Expanding target consumer segment: The Sachet revolution
  - example of reaching to the bottom of the pyramid.

• At year end of 2000 the size of the Indian organized retail
  industry was estimated at Rs. 13,000 crore
Retail Trend in India




• Retailing in India is witnessing a huge revamping exercise
• Rated 5th most attractive emerging retail market
• Estimated to be US$ 200 billion, of which organized retailing
  makes up 3 percent or US$ 6.4 billion
• Annual growth of department stores is estimated at 24%
• Ranked 2nd in a Global Retail Development Index of 30
  developing countries
Retailing formats in India
• Malls

• Specialty Stores

• Departmental stores

• Multi Brand Stores (MBO)

• Hyper marts / Supermarkets

• Convenient Stores

• Discount Stores
Shoppers Stop: Introduction
• The foundation of Shoppers' Stop was laid on October 27,
  1991 by the K. Raheja group of companies

• 28 retail outlets across the country and is planning to spread
  its wings with futuristic expansion plans to meet the
  challenges of the retail industry

• With a Gross Retail Turnover of Rs. 8996 million, Shopper's
  Stop has become the highest benchmark for the Indian Retail
  Industry.

• Has progressed from a single brand shop to a Fashion &
  Lifestyle store for the families.
Cont….

• It is the country's largest chain of Department Stores.

• International and domestic brands across categories such as
  apparel, accessories, cosmetics, home & kitchenware as also
  its own exclusive brands

• Home Stop is the first-of-its-kind premium home concept
  store at Bengaluru, Mumbai and New Delhi, offering a wide
  range of products
Event of Shoppers Stop

• Shoppers Stop Ltd has been awarded
   – “The Emerging Market Retailer of the Year Award“

       • World Retail Congress at Barcelona, on April 10,
         2008

   – Shoppers Stop is listed on the BSE

   – The only retailer from India to become a member of the
     prestigious Intercontinental Group of Departmental
     Stores (IGDS)
Cont…

 – "Most admired Fashion Retail Destination of the Year“
    • Images Fashion Forum - Jan 2009

 – Most Admired Retailer of the Year (Customer Relations)
   – Shoppers Stop.
     • IRF 2009 - Sep 2009

 – "Best Visual Merchandising"
    • VMRD Retail Design Award – July 2009

 – "Retailer of the Year - Fashion & Lifestyle"
    • Asia Retail Congress - Feb 2009
Shoppers Stop: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
Positioning




              EARLIER
Re-Positioning




          NOW
Cont…
   On April 24, 2008, one of India's oldest retail chains
   Shopper's Stop Ltd unveiled its new logo as a part of its re-
   branding strategy.

• In a bid to reposition itself as a 'bridge to luxury' store as
  opposed to its earlier image of a premium retailer

• Commenting on the change, B.S. Nagesh, Customer Care
  Associate and Managing Director, Shopper's Stop, said,
  "Change is essential. Our consumers are changing, their
  preferences are constantly evolving. They are getting
  younger. Shopper's Stop came up with several initiatives - it
  planned to increase per store area from around 40,000-
  45,000 sq. feet to 75,000-85,000 sq. feet.
S.W.O.T Analysis
•   STRENGTH:
     – Oldest
     – Financial conditions
     – loyal customer base of over 782000* First citizen members *
       2009 data

•   WEEKNESS:
     – Less number of outlets

•   OPPORTUNITY:
     – Changing taste of young generation
     – Preferred partners for foreign player

•   THREAT:
     – Competitors like Globus, Lifestyle, Westside.
Trade area analysis

• Primary – Indirapuram, Ghaziabad,
           sector 62 - 63, Noida

• Secondary - Sector-58 and 55,
              Noida, Vasundhara,
             Vaishali, Abhay Khand

• Tertiary – Sector 22, Anand Vihar, Delhi
    Target Market and Positioning

• Most of the customer fall between the age group of 16 to 40,
  majority of them being families and young couples with a
  monthly household income above Rs 25,000.

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

•    Shoppers‟ Stop is positioned as a family store delivering a
    complete shopping experience.
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.
Shoppers Stop: Product Mix
Shoppers Stop: Product
Men Apparel
• Indian Terrain   •Austin Reed (London)
• Allen Solley     •Louis Philippe
• Dockers          • Giovani
                   • Vettorio Fratini
• Stop
                   •Wills Lifestyle
• Zodiac
• Park Avenue
• Ven Heusen
• Mario Zegoti
• Arrow
Shoppers Stop: Product
Women wear

•   Stop          • Mufti
•   Mix n Match   • United color of Benetton
•   Haute Curry   • Fem – French Collection
•   Kashish
•   Sanaa
•   Biba
Shoppers Stop: Product

• Cosmetics / Skincare
   – CHAMBOR
   – LOREAL
   – Lakme
   – Revlon              –   FERRAGAMO
                         –   NAUTICA
• Fragrance              –   RALPH LAUREN,
   – ADIDAS              –   VERSACE
   – ARAMIS
   – BVLGARI
   – CALVIN KLEIN
   – DAVIDOFF
   – DKNY
Shoppers Stop: Product
Children wear
• Gini N Joni

• Barbie

• Zapp

• Ruff

• Lilliput

• Kanz
Shoppers Stop: Price

• Shoppers Stop follows Premium Pricing Strategy that
  includes selling of High Quality Products at a High Price.

• Shoppers stop caters to different segments of the consumers.

• Men‟s apparel
  – The range of men‟s clothing starts from Rs 500 being the
    lowest to nearly 6ooo highest.

• Women‟s apparel
  – The range of women‟s clothing starts from Rs400 to Rs
    10000
Cont….

• Men‟s accessories like sunglasses, belts, watches, shoes etc
  ranges from Rs 1000 to Rs 20000.

• Women‟s accessories like sunglasses, watches, belts, sandals,
  earrings etc has the price range of Rs 2000 to Rs 40000.

• In the kids section prices of toys and other accessories ranges
  from Rs 100 to Rs 5000

• In the cosmetics section there are products like deodorants,
  skincare cosmetic, make-up stuff. Their price ranges from Rs
  200 to Rs 2000.
BRAND AMBASSDOR
Shoppers Stop: Promotion

• Brand Ambassador “Shahrukh Khan”

• First Citizen Card

• Surprise Sale

• Valentine Sale

• Introduction of events focusing on one category of
  merchandise at a time like Watch Out for Watches.
Cont…

• Change in Logo from the original oval shape to the new
  rectangular shape.

• Introduction of the new Shoppers Stop mnemonic – SS.

• Sales promotion is also done with the help of gift vouchers
  and various festive offers or by giving discounts to the
  customers

• Feature area (inside & outside mall) are used by displaying
  banners.
Print Advertisement
Shoppers Stop: Place

• It is mostly located in posh locality in the center of the city.
  Further the easy availability of transport facilitates makes
  the location really accessible for shopping. Shoppers Stop in
  Shipra mall is located in the centre of the city and it is
  surrounded by residential area Shipra sun city, industrial
  area and it is also convenient to the customers of both Noida
  and Ghaziabad city.


• In Shipra mall Shoppers Stop is on the first floor at the entry
  gate, when a customer enters in the mall they will see
  Shoppers Stop in front of them, so we can say that store
  occupies that location which is easy visible to the customers
  and customers can easily go there
Shoppers Stop: People

• Front-line staff will have a direct impact on perceptions

• Grey black uniform to suit with the Shops interiors

• Good personality to attract the customers inside the shop

• Friendly nature
Shoppers Stop: Productivity and
Quality

• Improving productivity is a requisite in cost management

• Quality as defined by the customer, is essential for a service
  to differentiate itself from other providers

• SS store has all international brands and all well-to-do, high
  quality Indian brands

• It is possible for SS to provide best of the quality
Shoppers Stop: Physical
Evidence
•   Lovely fresh fragrance at entrance

•   Spacious landing strip

•   Wall space utilized for mirror and print ads of the brand or the
    product near

•   Also utilized it by providing self's and constructing trail room
    around it

•   Mirror finish style flooring

•   Escalators

•   No stacking bellow knee level
Shoppers Stop: Physical
Evidence

• Men‟s as well as women Apparel stacked in a unique style.
  – One type and many sizes together in ascending order


                          XS

                           S

                           M

                           L

                          XL

                         XXL
Shoppers Stop: Physical
Evidence
Shoppers Stop: Physical
Evidence
Layout
Shoppers Stop: Process

• Retail-friendly supply network, connects its locations online
  all over India.

• Enables immediate replenishment of stocks at any given
  outlet.

• ERP package - imported from the US-based company J. D.
  Armstrong, and is called the JDA package.
   – ERP package handles
   – Merchandise management
   – Warehouse management
   – Automated replenishment
   – Sales management
Store design - Exterior & Interior

• Shoppers Stop follows a theme based interior, like a corner is
  assigned to every brand and that brand put up its product as
  per its liking.

•   The posters and ads for discounts and offers for them are
    put up there only Exteriors of Shoppers Stop stores are very
    attractive & eye catchy.

•    They put up fresh fashion collections on the dummies on the
    entrance.

• The exterior appearance of a store silently announces what
  customers can expect inside.

• Good exterior visual merchandising attracts attention,
  creates interest and invites the customer into the business
Cont..
• Exterior Store Design         • Interior Store design

• Shopper‟s stop wall are of    • Flooring and Ceiling
  glasses which covered with
  posters which displays the    • Empty space of wall is used
  various brand available in      by displaying posters on
  the store                       them.
• At night the building is      • Graphics and Sign ages
  brightly lit up.

• The focus is largely on the   • Lighting
  name plate at the top.
  There is always someone to    • Music .
  greet the customers
  entering the shop.            • Odor type and density

                                • Store security
Visual Merchandising
• One can come across campaign graphics in the store with
  merchandise places near them.

•    Mannequins are displayed with accessories to generate
    impulse purchases.

• Spot lights are also focused on the visual merchandise so as
  to gain the attention of the customers.

• No rack is kept empty as it may create a negative impression
  in the minds of the customers
Cont…

• Shopper Stop use theatrical effects to sell its merchandise,
  this year, the theme is embroidery from the Mughal and
  Rajput era - clothes and accessories such as bags and shoes
  across Shoppers' Stop's private labels Kashish, Stop and
  Haute Curry will be adorned with forms of embroidery such
  as zardosi, chikankari, kantha, gota, kinari, aari work and
  kashidakari.

• Merchandise is also arranged according to the season if the
  season is winter than they will adopt dark to light strategy
  and if season is summer than they follow light to dark
  strategy
Space Allocation and Utilization

• Furniture and fixtures-

  Goods are effectively displayed on a variety of fixtures such
  as , tables, Detachable fixtures with smooth edges, grid wall,
  clothing store fixture, hangers, display cases, jewelry
  displays, gondola shelves, are there in the store, and
  manufacturer point- of -purchase display. Display area,
  Walk Ways and Entries:- .

  Shoppers Stop stores have very attractive display areas, in
  which they put the dummies, accessories & all. They have a
  broad walkway & doorways. All the merchandise is placed at
  both 360 degree and 180 degrees.
Cont…
Merchandise

• Shoppers Stop have applied the concept of category
  management in its day-to-day merchandising function as
  against the traditional brand management merchandising
  practice followed by most retailers.

•    Category managers look at sales and margins of each brand
    in a category.

• Most of the space is used in organizing the products in the
  store but while organizing the products the convenience of
  the customers are kept into the mind.
Cont…..

•   Empty space is basically divided into Aisles, service areas,
    and other non-selling areas in order to prevent shrinkages.

• Appropriate aisle space is provided in such a way so the
  product can be taken out conveniently and the maximum
  floor space will be use to get maximum per square
  profitability.
Placement of Merchandize

• The space to merchandise is assigned in such a way so that
  the maximum impulse can be created in the outside
  customer.

•    Women‟s apparels and accessories are placed at the initial of
    the store because it has been proven that impulse can be very
    easily created among women.

•   Women westerns are placed after the ethnic apparels then
    men‟s wear and accessories comes.

• One thing which is very interesting about the merchandising
  of brands is that the brand which gives better money to
  shopper‟s stop is got better place in the store.
Packaging

• The Products purchased by the Customers are packed in
  black colored Recyclable Plastic Bags.

•    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. (SS).
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.
                                    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

								
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