BRANDJOURNEY

The evolution of the brand Shoppers Stop began when the baseline of the brand logo changed with

ever-rising customer aspirations. From the 'Ultimate Shopping Experience' in 1992 and 'Feel the

experience while you shop' in 1993, to 'Shopping. And beyond.' in 2005, the brand journey speaks

about a paradigm shift from enjoying the international shopping experience to shopping for

emotional fulfilments: for example, buying a diamond ring for your loved one to express your love or

flaunting your status.

This changed to 'Start Something New' in 2008 as a part of the Brand's Makeover strategy, but still

connecting to the current mindset of customers to constantly upgrade and experiment.

1991 – A beginning: Exclusively Male

BRANDREINVENTION

Annual Report 2010-11 08

1992 – Becoming a family stop

1993 – Grabbing attention

1994 – Infusing excitement

Annual Report 2010-11 09

1996 – Bringing in an International Experience

1998 – Not forgetting our roots

2002 – Emotionally Bonding with the market

Annual Report 2010-11 10

2003 – Outdoing customer expectations

2004 – Presenting the Corporate Entity

2005 – Evolving as a Brand to: Shopping. And beyond.

Annual Report 2010-11 11

2007 – Being simply irresistible

2008 – Thinking ahead and revampingourselves with changing times

2010 – Riding current times

0

5

10

15

20

25

30

35

2010-112009-102008-092007-082006-07

Cust

omer

Ent

ry (i

n m

n.)

Year

Customer Entry(Departmental Store)

19.9

24.922.8

30.9

23.3

0%

5%

10%

15%

20%

25%

30%

2010-112009-102008-092007-082006-07

Conv

ersi

on R

atio

(%)

Year

27%25%

28% 27%

24%

Conversion Ratio (%)(Departmental Store)

0

5

10

15

20

25

2010-112009-102008-092007-082006-07

Sale

s (li

ke-to

-like

gro

wth

%)

Year

Sales (like-to-like growth %)(Departmental Stores)

14

21

4

1

17

Sale

s Pe

r Squ

are

Feet

(in `)

Year

01000

2000

30004000

5000

60007000

8000

9000

2010-112009-102008-092007-082006-07

Sales Per Square Feet (in `)(Departmental Store)

79738671

8218 79558518

Sale

s M

ix (%

)

0%

20%

40%

60%

80%

100%

2010-112009-102008-092007-082006-07

58.9% 61.2% 60.4% 59.5%

41.1% 38.8% 39.6% 40.5%

58.8%

41.2%

Non-Apparels Apparels

Sales Mix (%) (Departmental Stores)

Year

704

759

821856

913

500

600

700

800

900

1000

2010-112009-102008-092007-082006-07

Aver

age

Sellin

g Pr

ice

(`)

Year

Average Selling Price (Like to Like)(Departmental Stores)

0

300

600

900

1200

1500

1800

2100

2400

2010-112009-102008-092007-082006-07

Tran

sact

ion

Size

(`)

Year

15621713

1843

2029

2207

Transaction Size (`)(Departmental Store)

Shrin

kage

(as

a %

of S

ales

)

Year

0.46%

0.36%

0.35%

0.40%

0.45%

0.50%

0.55%

0.60%

0.65%

0.70%

2010-112009-102008-092007-082006-07

Shrinkage(as a % of Sales)

0.40%

0.47%

0.52%

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

2010-112009-102008-092007-082006-07

Year

Operating Profit (without exceptional items) % to Gross Retail Sales

8.9%

5.5%

3.6%

7.3%

EBIDTA

EBID

TA (`

in m

illion

s)

7,874 6,503 4,924

11,351

15,211

8.0%

2.0

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

6.5

2010-112009-102008-092007-082006-07

GMRO

I (`

Inve

ntor

y)

Year

2.75

3.62

3.29

5.50

6.03GM

ROF

(` p

er u

nit o

f ret

ail s

pace

)

Year

1700

1900

2100

2300

2500

2700

2900

2010-112009-102008-092007-082006-07

2520

2735

2471

2608

2771

500,000

700,000

900,000

1,100,000

1,300,000

1,500,000

1,700,000

1,900,000

2010-112009-102008-092007-082006-07

1,032,609

1,198,5931,270,014

1,649,991

1,719,600

GMRO

L (`

per

em

ploy

ee)

Year

150

250

350

450

550

650

750

MarFebJanDecNovOctSeptAugJulyJuneMayApr

Amou

nt (`

)

Sens

ex

Financial Year 2010-11 Shoppers StopSensex

16000

16500

17000

17500

18000

18500

19000

19500

20000

20500

250

350

450

550

650

750

MarFebJanDecNovOctSeptAugJulyJuneMayApr3500

4000

4500

5000

5500

6000

6500

Amou

nt (`

)

Nifty

Financial Year 2010-11 Shoppers StopNifty