The comparative study betweenShoppers Stop and Westside
Indian Retail Sector• The Indian Retail Sector has undergone rapid transformation by setting scalable and profitable retail models across various categories and formats.• Traditional markets are making way for departmental stores, hypermarkets, supermarkets and specialty stores.• The modern malls cater to shopping, entertainment and food, all under one roof.• The growth in mall space has been over ten fold in four years: from• About 6 million square feet in 2007 to 48 million square feet in 2011.• The Indian Retail market is estimated to be worth around Rs. 12, 00,000 cr.
Shopper’s Stop• Shopper’s Stop Ltd., has redefined retail in India, taking it to the next level.• From being just the sale of goods to consumers, the company has created a unique aura around retail and turned it into an experience, an indulgence.• The pioneer of organized retail in India, Shopper’s Stop Ltd., has been instrumental in bringing about a retail revolution in the country and has become the highest benchmark for the industry.• With its growth plans firmly in place and undeniable leadership in the field, Shopper’s Stop Ltd., is well on its way to raise the bar of performance even higher.• Shopper’s Stop Ltd. has made this purchase of goods extremely pleasurable.• The stores have redefined shopping by making it more than just a transaction. The entire shopping process is the coming together of an amazing array of offerings, warm but unobtrusive service and special privileges and benefits that translate every visit into customer delight.
• Since its inception in 1991, Shopper’s Stop Ltd., which was founded by the K Raheja Corp. Group (Chandru L Raheja Group), one of the leading players in the country in the business of real estate development and hotels, has been offering premium and luxury value for the entire family. Its first store was in Andheri, Mumbai.• Shoppers Stop Ltd has been awarded "the Hall of Fame" and won "the Emerging Market Retailer of the Year Award", by World Retail Congress at Barcelona. Shoppers Stop is listed on the BSE. With the launch of the Navi Mumbai departmental store.• Shoppers Stop has 27 stores in 12 cities in India.• Shopper’s Stop Ltd. has metamorphosed from being a chain of retail stores to emerging as a Fashion & Lifestyle destination, which now includes retail concepts such as bookstores, cafés and high-end lifestyle merchandise for the growing affluent middle class in India. Today, its name is synonymous with superior quality product, services and above all, an international shopping experience.
Store• 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.• Currently Shoppers Stop has twenty seven (27) stores across the country and three stores under the name Home Stop.• Shoppers Stop has also begun operating a number of speciality stores, namely Crossword Bookstores, Mothercare, Brio, Desi Café, Arcelia.• Shoppers Stop retails a range of branded apparel and private label under the following categories of apparel, footwear, fashion jewellery, leather products, accessories and home products.• These are complemented by cafe, food, entertainment, personal care and various beauty related services.• Shoppers Stop launched its e-store with delivery across major cities in India.• The website retails all the products available at Shoppers Stop stores, including apparel, cosmetics and accessories.
Products Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, LEGO, and Mattel. Shoppers Stop retails merchandise under its own labels, such as STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein, Acropolis etc. The company also licensees for Austin Reed (London), an international brand, who’s mens and womens outerwear are retailed in India exclusively through the chain.
SWOT AnalysisStrengths• Variety• Range• Different Brands• Low risk• Good financial position• Presence across various segmentsWeakness• Very high prices• Less Schemes• Less Discounts• Competition from standalone stores
Threats• Government Policies• Entrance of New Players• High attrition• Lesser consumer spending• Entry of foreign players• Unorganized sector Opportunities• Awareness about the brands• Quality• Youngsters• Collaborate• Private levels• Enter new consumer goods segments
• Style, affordable prices, quality these are the factors that have shaped Westsides success story in the retail fashion stores business.• Launched in 1998 in Bangalore, the Westside chain has, ever since, been setting the standards for other fashion retailers to follow.• Established in 1998 as part of the Tata Group, Trent Ltd. operates Westside, one of Indias largest and fastest growing chains of retail stores.• The Westside stores have numerous departments to meet the varied shopping needs of customers. These include Menswear, Women’s wear, Kid’s wear, Footwear, Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gifts.• The company has already established 36 Westside departmental stores (measuring 15,000-30,000 square feet each) in Ahmedabad, Bangalore, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be considered as 1 city), Hyderabad, Indore, Jaipur, Kolkata, Ludhiana, Lucknow, Mumbai, Mysore, Nagp ur, Pune, Rajkot, Surat, Vadodara and Jammu.• The company hopes to expand rapidly with similar format stores that offer a fine balance between style and price retailing.
In a rapidly evolving retail scenario, Westside has carved a niche for its brand ofmerchandise creating a loyal following.Currently, the company has 36 Westside stores measuring 15,000-30,000 square feeteach across 20 cities.With a variety of designs and styles, everything at Westside is exclusively designed andthe merchandise ranges from stylized clothes, footwear and accessories for men, womenand children to well-coordinated table linens, artifacts, home accessories and furnishings.Well designed interiors, sprawling space, prime locations and coffee shops enhance thecustomers’ shopping experience.
SWOT Analysis of Westside Strengths• Growing at the faster pace• Brand name of TATA’s.• Good customer base.• Apparels are cheaper• Attractive promotional schemes and heavy discounts• Location advantage Weakness• Not much product range for middle class• Need some concessions from labor laws• Lack of differentiation• Poor inventory turns and stock availability
Opportunities• Huge untapped market• Urbanization Threats• Competition from organized retail players• Competition from local retailers.
The comparative study has been done between Shoppers Stop Ansal Plaza, south extension and Westside Lajpat Nagar.
Parking Facility:Shoppers Stop has good parking facility in comparison to Westside and also through our visit it can be concluded that customers are happier with the parking facility of Shoppers Stop than Westside.Outside appeal:In terms of outside appeal that is facades windows etc. definitely Westside scores higher than Shoppers Stop.
Sales Personnel:Sales personnel of Shoppers Stop seemed more attentive and friendly to us than Westside.Moving Space and arrangements:There is lots of space for moving in Westside in compare to Shoppers Stop. Moving space in Shoppers Stop seemed little congested. But the arrangements seemed more organized in Shoppers Stop than Westside. Different brands had different section for customers convenience whereas in Westside it was not so.
Billing counters and trial rooms:There is equal number of billing counters and trial rooms in both the retail shops but the billing system is fast in Shoppers Stop in comparison to Westside. In Westside you have to wait more for payment of bill than in Shoppers Stop.Range of garment and accessories:Range of garments and accessories are much more in Shoppers Stop than Westside. In Shoppers Stop you can find wide varieties of brands and accessories but Westside
In Store advertisements: In Shoppers Stop frequently you can hear ads and offers through speakers. But this was less in case of Westside.Kids toys: There is more variety of toys in Shoppers Stop than in Westside.Restroom: Each floor of Shoppers Stop contains at least one rest room but that could not spot in Westside, though Westside had sitting arrangements for their customers in each floor which was not there in case of Shoppers Stop.Service Desk: Both Shoppers Stop and Westside have at least one service desk in their retail shops.
Products:As mentioned before the product quality in shoppers stop is higher than Westside. The variety and assortment is pretty good in shoppers stop. The range of products available is too good be it apparel or home furnishing or accessories and that’s customers drive in especially to shoppers stop and hence it has been able to succeed in standalone stores whereas Westside usually is in a mall.
ConclusionFrom the above analysis we can conclude that in spite of high prices in Shoppers Stop customers find Shoppers Stop ahead in terms of services than Westside. Westside needs to work more in their services to be ahead in the competition market.