[Pick the date]
MBA3- AICTE MEGHA MALVIYA
SHOPPERS
STOP
INDIVIDUAL RETAIL VISIT
REPORT
1
Executive summary 2
Brief introduction 3
Socio economic importance of shoppers stop
in kalayan
5
Identifying the retail ...
2
Executive summary
“To understand the man you must first walk
into his moccasin”
In a same way whether you want to be a r...
3
Shoppers Stop is one of the leading retail stores in India. It began by
operating a chain of department stores under the...
4
such as United Colors of Benetton, Being Human, AND, Austin Reed,
US Polo, Celio among others. In addition to these, Sho...
5
Socio economic importance of
shoppers stop in kalyan
Shoppers stop is one of the largest departmental chains in India an...
6
Attracting initial customers may be difficult
Requires huge cost for promotions and advertisements
Mall tax has to be pa...
7
offered to the customers by other Promotions stores and hence
increasing Customer experience in Shoppers Stop with the
e...
8
Retail type of Shoppers Stop and
its Products & or Service category.
Shoppers stop is a 3rd
largest multi-brand chain of...
9
Essential of a departmental store
Situated in prime location
Offers wide variety of goods
Provides quality goods at comp...
10
11
International
brands
Jack & jones, French connection, CK jeans, GAS, Espirit, Tommy
Hilfiger, mustang & mango in appare...
12
PRIVATE LABELS
 •Stop- Men’s formal/casual/ethnic/women’s western/ethnic, kid’s
casual/ethnic
 •Kashish – Men’s & wom...
13
lee Spyker J’del pozo
levis Life Myrurgia
pepe Allen solly Etienne aiger
killer Provouge Xm
Lee cooper Wills
14
Key strategic drivers of the
industry
Customer Relationship Management
With the increase in retail industry, the compan...
15
who do provide great customer service distinguish themselves from their
competitors, and therefore add significant valu...
16
Advertising & promotions
One of the best way to attract consumers is to make such ads that
could enlighten the customer...
17
Variety of products
Consumers always look for variety of products. They will never go
for the same type of product ever...
18
Marketing Mix strategy applied by shoppers
stop to attain competitive advantage
Identified the need for and created a s...
19
Shoppers stop follows premium pricing strategy that includes selling of high
quality products at high price.
Pricing
Pr...
20
Andheri kalyan bandra chembur juhu mulund Ghatkoper Thane Navi
mumbai
Shivaji
nagar
Korega-
on
Nagar
road
Pacific
mall
...
21
Competitive Advantage
Stores ambience & layout.
Variety of international products and personal brands.
Add on facilitie...
22
Modern technology deployed by
shoppers stop in its operations
S-A-S
It provided the shoppers stop with a business analy...
23
Electronic point of purchase system-
It is one of the most unique systems which are time savvy.
Through this they just ...
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Retail visit report on shoppers stop

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Retail visit report on Shoppers Stop which covers certain aspects namely-
1.Socio-Economic importance of shoppers stop
2.Retail type of shoppers stop
3.Strategic drivers of the industry
4.Marketing mix of the brand shoppers stop
5.Modern technology deployed by shoppers stop
This report is purely based on reality and the research done personally.
Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store 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.

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Retail visit report on shoppers stop

  1. 1. [Pick the date] MBA3- AICTE MEGHA MALVIYA SHOPPERS STOP INDIVIDUAL RETAIL VISIT REPORT
  2. 2. 1 Executive summary 2 Brief introduction 3 Socio economic importance of shoppers stop in kalayan 5 Identifying the retail type and its products 7 Strategic drivers of the industry 13 Marketing mix of the brand shoppers stop 17 Technology deployed by shoppers stop 22 TABLE OF CONTENTS
  3. 3. 2 Executive summary “To understand the man you must first walk into his moccasin” In a same way whether you want to be a retailer or a customer you need to know both aspect of a retail store. Stores are the market leader in the field of Retailing. These stores have been very successful in its strategy .Organized stores have made sure that it makes its consumers move up the product chain by introducing same products to the new customers. Mostly respondents prefer Branded Product, of which some buy products due to their brand name, fewer of them makes purchase once in a month. Retailers era is something which has huge impact on the generation y and have also targeted the generation x effectively.
  4. 4. 3 Shoppers Stop is one of the leading retail stores in India. It began by operating a chain of department stores under the name “Shoppers’ Stop” in India and has 67 stores across the country. Shoppers Stop is an Indian department store chain promoted by the K Raheja Corp Group (Chandru L Raheja Group), started in the year 1991 with its first store 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 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
  5. 5. 4 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. Look at the new store of shoppers stop
  6. 6. 5 Socio economic importance of shoppers stop in kalyan 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: Customers don’t have to travel all the way from kalyan to thane or nearby stations. 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 frugality. 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 As every coin has two sides, similarly there are a few but disadvantages of shoppers stop: Availability of pantaloons in the same mall Reduction in traffic from the nearby stations of kalyan
  7. 7. 6 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 Socio –economic impact of shoppers stop has led to various changes as they have come up with the new concept in the retail industry by setting up trial rooms with day and night light options so that consumers could see how garments would look during the day and in the night. Customer Profile: Shoppers’ Stop’s core customers represent a strong SEC A skew. They fall between the age group of 16 years to 35 years, the majority of them being families and young couples with a monthly household income above Rs. 20000 and an annual spend of Rs.15000. A large number of Non - Resident Indians visit the shop for ethnic clothes in the international environment they are accustomed to. Customer satisfaction index is calculated based on the following parameters: There was a significant increase in Merchandising Range and Quality customer satisfaction from year 2012 Store Environment to year 2014, although there is a small Staff decrease in customer satisfaction in Transaction Efficiency year 2013 from year 2012, Loyalty Program, This may be due to increased choices Schemes
  8. 8. 7 offered to the customers by other Promotions stores and hence increasing Customer experience in Shoppers Stop with the expectations of the customer competitor. Retail sector growth-
  9. 9. 8 Retail type of Shoppers Stop and its Products & or Service category. Shoppers stop is a 3rd largest multi-brand chain of departmental store. A department store is a retail establishment with a building open to the public which offers a wide range of consumer goods such as clothing, housewares, furniture and appliances. It typically offers a choice of multiple merchandise lines, at variable price points, in different product categories known as "departments," hence the name. Department stores usually sell products including: Clothing furniture home appliances toys cosmetics gardening toiletries sporting goods do it yourself paint and hardware Additionally select other lines of products such as food, books, jewelry, electronics, stationery, photographic equipment and baby and pet needs. Certain department stores are further classified as discount stores. Big-box stores and hypermarkets have become a modern equivalent to historical department stores. Department stores have a supermarket-type central customer checkout area near the front of the store, or alternatively, sales counters within each department. Department stores are usually part of a retail chain of many stores situated around a country or several countries. Some may be independent retailers, existing entirely independent or as licensed dealers
  10. 10. 9 Essential of a departmental store Situated in prime location Offers wide variety of goods Provides quality goods at competitive price Single management Facilitates shopping under one roof Fulfills the needs of most families- affluent and upper/middle class Operates by appointing experts Sells goods strictly on cash basis Incurs high operational cost Products and Brands at shoppers stop Menswear Women’s wear Kids wear Home & travel Fragrances/cosmetics/accessorie
  11. 11. 10
  12. 12. 11 International brands Jack & jones, French connection, CK jeans, GAS, Espirit, Tommy Hilfiger, mustang & mango in apparel segment. Loccitane, Lancome, MAC, Clinique & Estee lauder in cosmetics. CK, Armani & Gucci in sunglasses Burberry, Nina, Ricci, Diesel & Boss in watches
  13. 13. 12 PRIVATE LABELS  •Stop- Men’s formal/casual/ethnic/women’s western/ethnic, kid’s casual/ethnic  •Kashish – Men’s & women’s ethnic  •Life- Men’s & women’s Fashion  •Vettorio Fratini- Premium formal& semi-formal men’s wear  •Haute curry- fusion wears for women  •Elliza Donatein- corporate womenswear •Ijeans wear- Men’s denim Brand portfolio Apparels Jewelry Music Fragrance Home decor Sunglasses Arrow Facet Planet m Christian dior yamini Ray-ban Louis phillipe Carbon Music world Ysl Four seasons Watches Park avenue parx Sparkles David off Viva Cassio Van heusen Tanishq Shoes Joop Welspun Espirit Zodiac Swaroski Lee cooper Diesel Borosil Titan Stop Gilli Red tape Lancaster Corning ware Fossil Caliber Oyzsterbay Piccasso Nicos Pedrini Books Blackberry Estelle Stop Jil sander Pyren Crossword Scullers Life Calvein klain Hairstyling givo Apparel Boucheron Habbibs orly Wrangler Police
  14. 14. 13 lee Spyker J’del pozo levis Life Myrurgia pepe Allen solly Etienne aiger killer Provouge Xm Lee cooper Wills
  15. 15. 14 Key strategic drivers of the industry Customer Relationship Management 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
  16. 16. 15 who do provide great customer service distinguish themselves from their competitors, and therefore add significant value to their offering. 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 Navigating the future landscape for retail and town centers Through initiatives to enable localities to have the tools and knowledge they need to develop and deliver their strategies and activities. Retailers must join key players across Government and industry to explore and promote the opportunities and benefits for retail and town centers from advances in multichannel retail and the digital world. 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.
  17. 17. 16 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.
  18. 18. 17 Variety of products Consumers always look for variety of products. They will never go for the same type of product every time they do shopping, and shoppers stop is one among them who have huge variety in their products and brands as well. Rise in income In today’s scenario as the families are growing the incomes are also growing. Indians are big time shoppers; they love spending money on apparels, footwear’s etc. Indian women’s specially now prefer to buy branded clothes for their children and spend money on it. Thus in order to be market leader retailers Need to know their strength, weakness opportunities and threats They need to know their competitors strategy They should also have delighting products in varieties and should also have large number of brands
  19. 19. 18 Marketing Mix strategy applied by shoppers stop to attain competitive advantage 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 such as stop, kashish, life, vettorio fratini, haute curry, elliza donatein, ijeans wear. Product
  20. 20. 19 Shoppers stop follows premium pricing strategy that includes selling of high quality products at high price. Pricing Promotion The communication strategy of Shopper’s Stop has been to reach out to the customers in their own style and language. For eg. First shoppers stop in Lucknow was named “tehzeeb” SS uses print as well as OOH media to promote the brand. The brand uses brand ambassadors like Kareena Kapoor, Soha ali khan to endorse the brand. The private label STOP is promoted in store through logo and proper placement in the store adjoin similar national brands Associates itself with Local festivals and events Organizes major promotional events such as ‘Fly to santa land’, ‘ Gear up for the school’ etc.
  21. 21. 20 Andheri kalyan bandra chembur juhu mulund Ghatkoper Thane Navi mumbai Shivaji nagar Korega- on Nagar road Pacific mall latur aurangabad Alpha.g ahmadabad surat Alembic road- vadodar Brand ambassadors Place Shoppers stop is largest chain of Indian departmental stores with 67 stores in Indian states. Exudes class comfort, convince wherever it is located. It not only concentrates on the location but also the ambience and service excellence. And at many more places throughout India with 67 total outlets
  22. 22. 21 Competitive Advantage Stores ambience & layout. Variety of international products and personal brands. Add on facilities and service. Preference to loyal customers. Shopping experience & ease. 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.
  23. 23. 22 Modern technology deployed by shoppers stop in its operations 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. "The scalability of the solution lets them analyze over three years of customer data, in multiple formats, which is extremely valuable in understanding churn and share-of-wallet. “This is a first-of-a-kind analytical solution for the retail industry in India. Shopper's Stop has one of the largest installed bases of AutoCAD software, because the chain uses CAD technologies to craft, draw and plan its multiple stores as they roll them out. The enterprise is also at an early stage of deploying a solution to optimization store-to-floor space ratio, called Intactix, it's going to help the store managers visualize how to stock shelves using optimal sales and margin expectations. They rolled out replenishment applications for hypermarkets called E3, which helps HyperCITY analyze inventory trends, helping the enterprise refill its shelves faster at lower costs, forecast better, and address the critical element of product availability. iScan - this handheld barcode scanning device lets customers scan their merchandize as they take them off shelves. It is also put to multiple use by bundling it with different apps. The same hardware doubles as stock- taking solution for inventory or a receiving solution at warehouses. Deployed JDA-MMS and JDA-WinDSS, core merchandizing, store PoS application and ERP in 1998, m
  24. 24. 23 Electronic point of purchase system- It is one of the most unique systems which are time savvy. Through this they just scan the item easily. 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. Focused on leveraging investment and upgrading and revamping existing technology. Deploying warehouse automation application along with multipurpose handheld devices to enhance efficiency in supply chain. Deployed Microsoft for reliable communication platform. Setting up a disaster recovery program or plan for recovery systems.

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