SHOPPERS STOP
Shoppers Stop is one of the first retail chains started in india in 1991 by the Raheja Group. It now boasts of 27 retail outlets across the country and is one of India's largest retail chains, having expanded from apparel and accessories to home furnishings and books under the Home Stop and Crossword Brands. Other Brands under the Shoppers Stop umbrella are MotherCare, Desi Cafe, Brio, Nuance, Arcelia, Timezone and Hypercity.
COMPANY DETAILS
Name of the Organisation : Head of the Organisation : Shoppers Stop Ltd.
Mr. B. S. Nagesh Customer Care Associate, Managing Director & CEO
Address: Corporate Office: Eureka Towers, 9th Floor, Link Road, Malad West, Mumbai 400064 Tel: 28809898 / 28447337 Fax: 28808877
The Challenge
Executives at the Shoppers Stop Group noticed their sales falling into the 80:20 pattern with loyalty card customers despite being only 15% of the base contributing over 70% of the revenues of Shoppers Stop.
The Group realized that since they have data on loyalty card holders, if they could understand who the customer really is, what she buys, when she buys and why, they may be able to fine tune their offerings to provide the customer a better experience and increase their share of wallet.
The solution
Shoppers Stop conceptualized 'Project Drishti', a data warehouse and mining project in 2007 and launched it in 2008 way ahead of competition. The objective of the project was to streamline data obtained from customers across all its stores and loyalty programs and convert it into analytics that could be used for decision making. Project Drishti led to the Group being able to identify and understand their target segments across various stores and programs and create meaningful targeted campaigns for their bigger spenders. It also enabled the company to identify cases where multiple stores in the same city were losing business to each other instead of external competitors. While the sales increase and customer base expansion achieved by Shoppers Stop till date is important, what is most important is the fact that Shoppers Stop has equipped itself with the weapon for the future- "Customer Intelligence." Ad this weapon will keep it ahead of competition till competitors do a catch up and build smarter intelligence.
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Vision:
To be a Global Retailer in India and Maintain No.1 position in the Indian Market in the Department Store Category.
Positioning
Shoppers Stop is positioned as a family store delivering a complete shopping experience defined by its mission, vision and values.
1991: Shoppers' Stop launches at Andheri
Setting up shop in 1991 with its flagship store in Andheri, Mumbai, Shoppers Stop is a member of the K. Raheja Corp. of Companies. Shoppers Stop is the first retail venture by the K. Raheja Corp. Promoted by Mr. Chandru L. Raheja, Mr. Ravi C. Raheja and Mr. Neel C. Raheja, the K. Raheja Corp. have been leaders in theconstruction business for over 48 years. With its wide range of merchandise, exclusive shop-in-shop counters of international brands and world-class customer service, Shoppers Stop brought international standards of shopping to the Indian consumer providing them with a world class shopping experience.
India 2000 & Beyond
Expanding its operations to Bangalore, Hyderabad, Jaipur, Delhi, Chennai, Mumbai (Andheri, Bandra, Chembur, Kandivli, Mulund), Pune, Gurgaon and Kolkata, Shoppers Stop is today recognised as Indias premier shopping destination. With a customer entry of about 50,000
customers a day, a national presence with over 6,00,000 square feet of retail space and stocking over 250 brands of garments and accessories, Shoppers Stop has clearly become a one stop shop for all customers.
Customer Profile
Shoppers Stops 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.
Range of merchandise
The stores offer a complete range of apparel and lifestyle accessories for the entire family. From apparel brands like Provogue, Color Plus, Arrow, Levis, Scullers, Zodiac to cosmetic brands like Lakme, Chambor, Le Teint Ricci etc., Shoppers Stop caters to every lifestyle need. Shoppers' Stop retails its own line of clothing namely Stop, Life , Kashish, Vettorio Fratini and DIY. The merchandise at Shoppers Stop is sold at a quality and price assurance backed by its guarantee stamp on every bill.
Their motto: We are responsible for the goods we sell.
Customer Rewards The First Citizen
Shoppers Stops customer loyalty program is called The First Citizen. The program offers its members an opportunity to collect points and avail of innumerable special benefits. Currently, Shoppers Stop has a database of over 2.5 lakh members who contribute to nearly 50% of the total sales of Shoppers Stop.
International Affiliations
Shoppers Stop is the only retailer from India to become a member of the prestigious Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced retailers from all over the world, which include established stores like Selfridges (England), Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to one member organization per country/region.
Acquisitions
The Organisation, in 2000, along with ICICI ventures also acquired the reputed bookstore, Crossword, which offers the widest range of books along with CD-ROM, music, stationery and toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their homes. Crossword currently has 18 Stores.
The IT Backbone
Realising the role of IT way back in 1991, Shoppers Stop was among the first few retailers to use scanners and barcodes and completely computerise its operations. Today it is one of the few stores in India to have retail ERP in place, which is now being integrated with Oracle Financials and the Arthur Planning System, the best retail planning system in the world. With the help of the ERP, they are able to replicate stores, open new stores faster and get information about merchandise and customers online, which reduces the turnaround time in taking quick decision.
Supply Chain Management
Understanding the importance of distribution and logistics in ensuring that merchandise is available on the shop floors, has led Shoppers Stop to streamline its supply chain. The company has developed process manuals for each part of the logistics chain. These modules include vendor management, purchase order management, stock receiving systems, purchase verification and inventory build up, generation and fixing of price and store tags, despatch of stocks to the retail floor and forwarding of bills for payment.
Future Plans
Shoppers Stop aims to position itself as a global retailer. The company intends to bring the worlds best retail technology, retail practices and sales to India. Currently, they are adding 4 to 5 new stores every year
