Individual retail visit report

1. INDIVIDUAL RETAIL VISIT REPORT
OBSERVATIONS AND ANALYSIS OF SHOPPERS STOP ,KALYAN,MUMBAI
Submitted by: Tarun Bhatt
PGDM/1544
Universal business school
Submitted to :PROF. BIBHAS B.
DEAN ACADEMIC
UNIVERSAL BUSINESS SCHOOL

2. 2
Shopper's Stop Limited retail group's flagship business of department stores is manifest in Shoppers Stop. A pioneer of Modern
Retail in India, Shoppers Stop today, is the country's biggest chain of large format Department Stores. It offers customers an
international shopping environment and a world-class shopping experience through its 69 stores in 29 cities.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, on April 10, 2008. Specifically, Shoppers Stop stores retails clothing, accessories, handbags, shoes, jewelry,
fragrances, cosmetics, health and beauty products, home furnishing and decor products
Type :Public
Traded as :(BSE: 532638)
Industry :Retail
Founded :1991
Headquarters :Mumbai, India
Area served :India
Key people :Govind S. Shrikhande (CEO & MD)
Products:Discount department store, hypermarket, supercenter, superstore
Revenue :₹19.30 billion (US$290 million) FY 11-12[1]
Number of employees 14,000+
Website www.shoppersstop.com
Shoppers Stop launched its e-store with delivery across major cities in India in 2008. The website retails all the products
available at Shoppers Stop stores, including apparel, cosmetics and accessories. Shoppers Stop opened stores in Amritsar,
Bhopal and Aurangabad.
INTRODUCTION

3. Shoppers stop in metro mall (kalyan)
Shoppers Stop brings to Kalyan an unprecedented bridge-to-luxury
shopping experience spread over 38,000 sq. ft. across two distinct levels -Being a house of premium national and international
brands, the store is a one-stop shop for the most chic and desirable brands
Metro Junction Mall is a shopping mall located in Kalyan, Mumbai, India. The mall was inaugurated in April 2008 and has an
area of 750,000 square feet (70,000 m2)
such as United Colors of Benetton, Being Human, AND, Austin
Reed, US Polo, Celio among others. In addition to these, Shoppers
Stop
offers a wide variety of merchandise across categories under its
exclusive brands Stop, Kashish, Life, Haute Curry, Elliza Donatein,
inSense’, iJeanswear, Mario Zegnoti, and Vettorio Fratini.
The Shoppers Stop store at the Metro Junction Mall, Kalyan. Buy
Bags, bags, Belts, Fashion Accessories, Footwear, Kids and Infants
clothing, Men's Apparel and Accessories, Women's Apparel and
Accessories.
Shopper Stop Metro Junction Mall Kalyan Store Timings : Weekdays:
11 am to 9:30 pm, Weekends: 11 am to 9:30 pm

4. Chief minister Devendra Fadnavis on 31st july 2015 announced that Mumbai, Thane and Kalyan-Dombivali are among the ten
cities from Maharashtra selected for development as smart cities.
Shoppers stop is one of the largest departmental chains in India and has newly come up with an outlet at kalyan. The most important aspect
is, it is bought there due to emergence of demand of the brand. As earlier there were no outlet in that particular area, the traffic of customers
had to travel to nearby stations, which was time consuming and hectic for customers. Thus the advantages of shoppers stop at kalyan are as
follows:
 Shoppers Stop brings to Kalyan an unprecedented bridge-to-luxury shopping experience
 Customers don’t have to travel all the way from kalyan to thane or nearby stations.
 latest in Spring Summer fashion trends available
 Increases the traffic as people near to kalyan station will also visit shoppers stop
 Does not have any other niche market targeting brand.
 Customers save energy as well as maintains there thriftiness.
 Greater quality products than the other brands available there.
 As shoppers stop is located in metro mall, it is the largest mall of that area so moreover it will attract traffic.
 Easy parking of vehicles in the mall
disadvantages of shoppers stop:
 Availability of pantaloons, Big Bazaar, Fashion Yatra in the same mall
 Attracting initial customers may be difficult
 Requires huge cost for promotions and advertisements Mall tax has to be paid
 Customers will not compromise with the quality as there are other brands available, they may switch any time
SOCIAL-ECONOMIC IMPORTANCE OF SHOPPERS STOP

5. Retail type of Shoppers Stop and its Products & or Service category.
Shopper’s Stop (SSL) is one of the leading players in retail segment. Shopper's Stop is largest chain of department stores at
present in India. The company has a 19% stake in Hyper city Retail (India). The company’s subsidiary Gateway Multichannel
Retail (India) has introduced the concept of catalogue stores, call and collects store, internet retail website and telephone
orders.
Type Public
Products Discount Department Store, hypermarket, supercenter,
superstore
Shopper's Stop has signed a non–exclusive retail agreement with cosmetic major Estee Lauder to open MAC Cosmetics stores
in India. Currently there are 4 MAC stores operating in Bengaluru, Delhi and Mumbai. It has also entered into airport retailing
by entering into joint venture with The Nuance Group AG of Switzerland. Currently it has outlets at international airports at
Bengaluru and Hyderabad
The retail chain major has also forayed into the entertainment segment by purchasing 45% stake in Timezone Entertainment,
which has 5 outlets located at Ahmedabad, Hyderabad, Kolkata and Mumbai.

6. Business units
Shopper’s Stop– This is flagship business division of the company, which offers international and domestic brands
across categories such as apparel, accessories, cosmetics, home and kitchenware as also its own exclusive brands.
In India there are total 24 stores of Shopper’s Stop spread across in 12 cities
Home Stop– This is a unique concept that caters to all home needs ranging from home decor to furniture, bath
accessories to bedroom furnishings, mattresses to draperies, carpets to modular kitchens and health equipment,
all under one roof. Currently the stores have presence at Bengaluru, Mumbai and New Delhi
Mothercare– Mothercare PLC of UK is a leading specialist retailer for infant and toddler care. Overseas it operates
over 300 stores in 40 countries through franchise route. In India it has presence in 19 stores that includes 10
shop–in–shops at Shopper's Stop.
Products
Shoppers Stop retails products of domestic and international brands such as Louis Philippe, Pepe, Arrow, Biba
Apparels, Gini & Jony, Carbon, Corelle, Magppie, Nike, Reebok, Soulflower, 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, whose men's and women's
outerwear are retailed in India exclusively through the chain. In October 2009, Shoppers Stop has bought the
license for merchandising Zoozoo the brand mascot for Vodafone India.

7. Loyalty program and Co-branded Credit Card
Shoppers Stop’s has a loyalty program called First Citizen. They also offer a co-branded credit card with Citibank called the First
Citizen Citibank Titanium Credit Card for their members.

8. With an unparalleled assortment of the leading international and national brands in clothing for men, women, and kids;
accessories, fragrances, cosmetics, footwear; home furnishing and decor products, our stores aim to provide shoppers a
truly international shopping destination.
Experienced, professional management; supported by world-class systems and practices; and a talented pool of associates
with a shared passion for making every shopper visit a memorable one, has helped Shoppers Stop to grow from a single
store in 1991 to the largest chain of Department Stores in India today
Products and Brands at shoppers stop
 Menswear
 Women’s wear
 Kids wear
 Home & travel
 Fragrances/cosmetics/accessorie

9. Jewellery
home
appliances
FragrancesWatches
Sunglasses
Apparels
Apparels Jewelry Fragrance Watches Sunglasses
Arrow
Louis Phillippe
Park Avenue
Van Heusen
Zodiac
Blackberry
Carbon
Sparkles
Estelle
Joop
Diesel
Nico’s
Jill Sander
Titan
Fossil
Ray-ban
Brand Portfolio

10. With the increase in retail industry, the companies should have the ability to have constant accurate access of every individual customer to enable predictable
buying behavior, even before you sell your product it is very important to build relationship, or we can say in today’s world relationship with customer is more
important than product or service thus customer satisfaction will cement competitive capability.
Strategic talent management
How can retailers stay on the path to high performance as they battle the two- headed beast of economic decline and a shortage of top talent? In the midst of a
recession and a decline in consumer wealth and spending, retailers are focused on the short term: getting customers into stores and online to drive sales while
looking to cut costs. Companies need a holistic approach—a way to translate business strategy into the specific talent programs needed to optimize execution of
that strategy.
Service factor
Given the time and effort that is invested by retailers to attract customers into their stores, it is amazing how so many retailers pay little attention to customer
service. It is common to visit a retail store and see half-filled shopping carts abandoned by shoppers who were tired of waiting for their turn at the check- out, or to
see shoppers looking for a particular item they wanted to purchase but could not find a service provider to assist them in locating the item or provide the
information they need to ensure it is right item. But those retailers who do provide great customer service distinguish themselves from their competitors, and
therefore add significant value to their offering.
Customer Relationship Management
Key strategic drivers of the Industry

11. Being Innovative
Retailers are more and more experimenting with their store formats. Additionally, they are effectively designing and
managing the various strategic levels to enhance the overall customer shopping experience. The problem with being known
as innovative retailer is that it can only remain innovative as long as customer feels the innovation is fresh and exciting.
Retail stores were once thought of as being an innovative retail format. Thus, innovative retailers must continuously
implement new ideas or else their customer will began to view them as “old hat”
Price sensitivity
Estimating the effect of price changes on demand is an essential task for retailers. Consumer behavior with respect to price
should be checked taking into considerations threshold asymmetry, incorporates consumer heterogeneity and weekly
aggregated brand-level data. Consumers are price sensitive if they don’t find the product worth they may switch any time to
other brands
Festive flavor
India is a country of festival, where people respect their festivals and prefer wearing new clothes and spend moreover to
decorate their places. Thus it is greatest growth factor for fashion retail specially and the ones involved in home décor items
to.

12. Advertising & promotions
One of the best way to attract
consumers is to make such ads that
could enlighten the customers,
advertising and promotions are among
the key drivers if consumer likes your
product they will definitely come to the
purchase point and shoppers stop have a
great hold on ads, promotions-
hoardings etc.
12

13. Identifytechnology, manpower & process of the Retail store operations.
Shoppers Stop using analytics and new technology to boost footfalls
Several technologies they are using like:
 S-A-S; - It provided the shoppers stop with a business analytics framework for reporting and analytics using SAS Enterprise BI Server and SAS
Enterprise Miner. SAS Business Intelligence is helping Shoppers Stop Limited craft focused campaigns and offer incentives to its high-value
customers, study the demographics of target markets and position appropriate merchandise in its retail stores. The solution offering helps
Shoppers Stop in the areas of:
I. Buying
ii. Loyalty Study
iii. Distribution and Logistics analysis
iv. Operations
v. Loss prevention
vi. Finance
 iScan - With the iScan Garment Control System, shopper stop set out to fix the flaws and loopholes present in all existing
fitting room security procedures, while at the same time delivering a system that is affordable, easy for staff to use and
actively improves the customer experience.
 Ora Pro by CASOS :- Billing department

14.  JDA MMS :- JDA MMS (Merchandise Management System) quickly enable retailers to drive sales, margins and
cash flow by getting the right products to the right place at the right time. Merchandise management is the heart
of a retailer’s enterprise software. JDA Merchandise Management System / JDA MMS is recognized as one of the
most predominant retail systems addressing purchasing, basic allocations, receiving, transfers, physical
inventory, price and cost management, replenishment and sales processing.
 Oracle :- Accounting purpose
Oracle offers the most complete and integrated financial management solutions for finance operations;
governance, risk, and compliance; and performance management.
 Time-to-intelligence has been significantly reduced in areas such as customer segmentation, inventory and vendor
management, market basket analysis, store and sales performance analysis and assortment planning.

15. Promotional mix strategy applied by shopper stop
Communication strategy :-reaching out to the customers in their own style and
language E.g,The first shopper stop store in Lucknow was named as “Tehzeeb”
Festive promotion campaign “PARIKRAMA” customer getting opportunity to
interact with the local artisans
Organize major promotional event from time to time e.g, ”Fly to Santa land”,
“gear up for the school "and “Salwar kameez dupatta exchange” etc.
Organize local festival like Druga puja in Kolkata, onam in south, dhanteras in
north .
Seasonal promotion: 1st citizen fiesta –only for member ,in sep choose your
own gift,etc.
Loyalty program