Retail Visit

Of

Shopper Stop

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Submitted by:

Deepshikha Gupta

Pgdm2/1512

Submitted to: Prof. Bibhas b.

Dean academics . (Universalbusiness school)

GIVE YOUR REASONS FOR CHOOSING THE RETAILER

Shoppers Stop is one of the leading retail stores in India. It began byoperating 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 KRaheja Corp Group (Chandru L Raheja Group), started in the year 1991with its first store in Andheri, Mumbai Shoppers Stop Ltd has beenawarded "the Hall of Fame" and won "the Emerging Market

Retailerof the Year Award", by World Retail Congress at Barcelona.

Socio economic importance of shoppers stop in vashi

Shoppers stop is one of the largest departmental chains in India andhas newly come up with an outlet at vashi. The most importantaspect 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 ofcustomers had to travel to nearby stations, which was time consumingand hectic for customers. Thus the advantages of shoppers stop atvashi are as follows:

Customers don’t have to travel all the way from vashi to thaneor nearby stations.

Increases the traffic as people near to vashi station will alsovisit 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 butdisadvantages of shoppers stop:

Availability of pantaloons in the same mall Reduction in traffic from the nearby stations of vashi 6 Attracting initial customers may be difficult

Requires huge cost for promotions and advertisementsMall tax has to be paid

Customers will not compromise with the quality as there areother brands available, they may switch any time

Socio –economic impact of shoppers stop has led to various changesas they have come up with the new concept in the retail industry bysetting up trial rooms with day and night light options so thatconsumers could see how garments would look during the day and inthe night.

OBSERVATION OF CONSUMER BEHAVIOURCustomer Profile:

Shoppers’ Stop’s core customers represent a strong SEC A skew. Theyfall between the age group of 16 years to 35 years, the majority ofthem being families and young couples with a monthly householdincome above Rs. 20000 and an annual spend of Rs.15000. A largenumber of Non - Resident Indians visit the shop for ethnic clothes inthe international environment they are accustomed to.

Customer satisfaction index is calculated based on the followingparameters: There was a significant increase in Merchandising Rangeand Quality customer satisfaction from year 2012 Store Environmentto 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 7offered to the customers by other Promotions stores and henceincreasing Customer experience in Shoppers Stop with theexpectations of the customer competitor.

OBSERVATION OF VISUAL MERCHANDISINGArea of Expertise: Product placement, Space planning, Brand Marketing, Maximising sales opportunities, Cross Merchandising, Fashion an Retail merchandising, Fixture layout, Window Execution.  

OBSERVATION OF MARKETING AND OPERATIONAL

On an average stores 30000 pieces of different products.

Merchandise sourced from 250 exporters in Delhi, Mumbai, Bangalore

Centralized buying for all products except cosmetics and perfumes to avoid sales tax

Carries 63 days of stock.

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: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-boxstores and hypermarkets have become a modern equivalent to historicaldepartment stores. Department stores have a supermarket-type centralcustomer checkout area near the front of the store, or alternatively, salescounters 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

Essential of a departmental store

Situated in prime locationOffers wide variety of goodsProvides quality goods at competitive priceSingle managementFacilitates shopping under one roofFulfills the needs of most families- affluent and upper/middle classOperates by appointing expertsSells goods strictly on cash basisIncurs high operational cost

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

RECOMMANDATION Retail stores should use an area that is easily

approachable. Invest in supply chain infrastructure Ease distribution – infrastructure creation They should offer more Catchy & Intelligent schemes. The attitude of sales force must be helping &

communication in formal way. Proper signage‟s should be used in retail store Exchange Policies of retail store should be properly

communicated to customers during Sale