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CHAPTER 1- INTRODUCTION
I. Introduction to the study
On a weekday, the DLF Mega Mall -- located in the IT and ITES hub of Gurgaon
on the outskirts of Delhi -- bears a deserted look. Of the few operating shops in this
large mall, most have nary a customer. The same goes for several other retail
outlets and many of the other malls in the vicinity.
True, a retail chain like Future Group's Big Bazaar may be
clocking heady sales (growing at 100% year-on-year), but the dozen-odd shops
operating in its proximity wear a deserted look, giving a somewhat hollow ring to
the much-talked-about retail boom in the country. In what seems like a quirk of
circumstance, malls have sprung up all over urban India in anticipation of a
consumption boom that may itself prove to be eventually truant. Move to Mulund
(West), a suburban locality of India's financial nerve, Mumbai. Rajesh Parashar, a
resident of the area has the option of shopping at Big Bazaar, Apna Bazaar,
Subhiksha, Spinach, Shoprite, Foodland or at the local Sai Supermarket, all of
which are within a two-kilometre radius of his residence. This is paralleled by the
developments happening in the Delhi suburb of Ghaziabad, where the upcoming
Shipra Mall at Indirapuram already has Big Bazaar operating out of its lower-
ground floor, while Reliance is slated to open shop on the third floor. Customer
footfalls, however, are more in the projections of the occupiers of the mall than
real. All this retail activity, and more, and the sheer gargantuan size of the
investments planned, beg the question -- does the consumer's wallet have enough
money in it for everyone? "Only time will tell," is KPMG's executive director,
Deepankar Sanwalka's laconic answer. To a great extent the success or the failure
of malls will hinge on the consumer population of the area. "If the spending power
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of consumers is high in a locality, it could sustain two-to-three large players." Not
so, elsewhere, he adds poignantly. The significance of these remarks sinks in
gradually. With planned investments of $22 billion over the next five years --
excluding what might be brought in by new global and large local players
henceforth -- the retail sector is expected to grow 40% to $427 billion by 2011.
II. Background to the study
The major study of this project is to provide an in-depth & details Analysis
of Shoppers Stop Strategy in Retail World’. Retails industry has many
organizations viz. Pantaloons, Big Bazar, Globus, Westside catering to the variety
of customer with various needs & wants. Our primary concern is to establish
Shopper’s Stop marketing strategy to cater all these customers. We want to prove
that Shopper’s Stop strategy regarding Location, Marketing Tactical, Promotional,
Advertising, Service Impact, Top-of-Mind Call is much advanced than other
retailers. We have used various data-analysis techniques to prove the above points.
We tried to identify various sectors of improvements for Shopper’s Stop &
provided invaluable suggestions in rectifying the areas of weakness in different
sectors e.g. merchandizing, appeal to customer.
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CHAPTER 2: INTRODUCTION TO THE PROBLEM
I. Title of the study:
“Analysis of shopper’s Stop in Retail World”
II. Statement of the problem:
To study the title of “Overall service analysis of shoppers stop in retail
world” taken by me at shoppers stop ltd. Bannerghata, Bangalore. In the today’s
unpredictable market scenario and fluctuating inflation values the world over it
tough to find the appropriate specialty store for customer. Though listening to the
voice of the customer quality function deployment(QFD) is a systematic
methodology for quality improvement and service improvement. The quality of a
product or service is ultimately judged in terms of customer satisfaction.
Customer satisfaction benchmarking can help decision makers identity areas for
improvement, make strategic decision and set targets on desired satisfaction
performance.
In fashion oriented trends especially stores face big problem to fulfill
customer’s desires with the help of service technique to satisfying the customer.
III. Objectives of the study:
Retail is India’s largest industry, accounting for over 10 percent of the
country’s GDP and around eight percent of employment. Retail in India is at the
crossroads. It has emerged as one of the most dynamic and fast paced industries
with several players entering the market. That said, the heavy initial investments
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required make break even hard to achieve and many players have not tasted
success to date. However, the future is promising; the market is growing,
government policies are becoming more favourable and emerging technologies are
facilitating operations.
Primary Objective
To study the benchmarking service standards of shoppers stop with similar formats store.
Overall analyses of retail mix in shoppers stop.
Secondary Objective
To identify top of the mind recall of format stores.
To suggest mean of improving ‘shopping experience by enhancing the deliverable the parameter.
Study of target market
Understand the store format strength
Study of the customer relationship management(including customer loyalty and service)
Percentage analysis of survey
Study of merchandise mix
Study of store design and visual merchandising.
Pricing strategy
Depth view of marketing strategy of shoppers stop.
IMC strategy of shoppers stop.
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Study of Human Resources Study of competitive advantage.
SWOT Analysis
Recommendation and suggestion
.IV. Scope of the study
In Bangalore, the past decade have seen a lot of new entrants in the lifestyle
fashion segment like Pantaloons, Brand Factory, Globus, Westside, Life style etc.
with such heavy competition, it becomes necessary for any company to maintain
customer delight and ensure that service standards are maintained vis-à-vis
competition.
V. Limitations of the study
The survey was restricted to some store only Sample size for the study is too low compared to the total number of people
who visits those stores, Hence it is not possible to arrive at accurate result. Respondent bias towards certain stores. Since the questionnaire involves mostly ranking questions, there are chances
of inaccurate ranking being provided for the various factors. Lack of time and financial constraints. Volatility Aspect of coverage.
CHAPTER 3: COMPANY PROFILE
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I. History of the company
The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja
group of companies, one of India's biggest hospitality and real estate players. The
Group crossed yet another milestone with its lifestyle venture-Shoppers' Stop. With
its immense expertise in the service industry and creditability, Shoppers' Stop
today boasts of 27 retail outlets across the country and is planning to spread its
wings with futuristic expansion plans to meet the challenges of the retail industry.
A benchmark for the Indian retail industry to follow, Shoppers' Stop has
progressed from a single brand shop to a Fashion & Lifestyle store for the families.
Shoppers' Stop is a household name, known for its superior quality products,
services and above all, a complete shopping experience. Shoppers' Stop was the
first to redefine shopping experience and creating a niche for itself in the service
industry. As India's first specialty chain with outlets in Mumbai, Bangalore, Delhi,
Hyderabad, Jaipur and Chennai, Shoppers' Stop offers a complete range of
garments and accessories for the entire family. More than 25,000 customers walk
into Shoppers Stop everyday to feel the experience of shopping. Andheri was the
first store to be opened in India. The initiative of this store was taken by
B.S.Nagesh at a time when the concept of retail industry was just coming into the
market. As on today, the current investors in Shoppers Stop are ICICI, IL&FS
Investments and Zodiac clothing. Their combined shareholding in Shoppers Stop is
19% while 79% is held by Raheja Group & balance 2% is held by its employees.
Vision
To be a global retailer in India & maintain number one position in Indian market in
Department Store Category.
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Mission
“Nothing but the best” To strive & achieve nothing but the best in terms of
processes, practices & deliverables.
Values
The following values help Shopper’s Stop in achieving its mission & vision:
We shall not take what is not ours
The Obligation to Dissent (against a viewpoint that is not acceptable)
We shall have an environment conducive to openness
We shall believe in innovation
We shall have an environment conducive to development
We shall have the willingness to apologize and/or forgive
We shall respect our customer's rights
We shall be fair.
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II. Organizational chart and departments
ORGANISATION CHART:-
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Department ManagerCustomer care Associates
Service managerCashier
First Citizen/
Customer service Desk
Receiving Bay In chargeRETAIL OPERATION MANAGER
Unit/ Co-ordinator
Unit HR HEAD
Unit HR HEAD
UNIT HEAD/RETAIL MANAGER
Unit Admin/Maint. /Sec. Head
Receptionist &Telephone
OperatorUnit Marketing Head
Unit visual Merchandiser
Executive – IB Sales
Unit Accounts Head
Executive- Accounts
Cash Assistant
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1. Unit Head/Retail Manager: Topmost authority in the unit, responsibility for
the topline growth, store process and audit, improving service standards leading
people, improving profitability and resource management strategies for increasing
sales, budgeting and control and is responsible for overall store image. He/she
reports to the Area/Regional Controller.
2. Retail Operation Manager (ROM): report to the Unit Head and is responsible
for customer analysis, competition mapping, and manpower availability and
shrinkage control.\
3. Department Manager (DM): reports to ROM and is responsible for setting the
floor, manpower planning, and inventory management, achieving sales objectives,
team management and shrinkage control.
4.Unit HR Head: reports to the Unit Head and is responsible manpower planning,
recruitment selection and induction, training and development, performance
management, handling employee grievances, employee communication and policy
implementation, welfare activities and ensuring all statutory compliances are
adhered to.
5.Unit Admin and Security Head: reports to the Unit Head and is responsible for
smooth functioning of the housekeeping activities, security, and reception, for
purchase of non-trading items, maintaining fixed assets and sale scrap and fixed
assets as and when the need arises and to housekeeping, security and
administration departments are met.
6. Unit Maintenance Head: reports to the Unit Head and is responsible for
equipment, fixture, building, preventive maintenance, snag analysis and
rectification planning, vendor development and energy conversation.
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7. Unit Visual Merchandising Head: reports to the Unit Head and is responsible
for visual presentation of store, focal points and windows, events, and cost and
vendor management.
8. Unit Marketing Head: reports to the Unit Head and is responsible for
execution of all events, promotions and schemes, getting tie ups for store
promotions and catchments area study.
9. Unit Co-Ordinate: reports to the Unit Head and is responsible for maintenance
of office reports, documents creation, updation of Infozone reports and collation of
sales data.
10. Executive Institutional Businesses: reports to the Unit Head and is
responsible for achievement of corporate sale target in the region allocate for the
sale of gift vouchers and corporate merchandise within budgeted discount.
11.Units Account Head: reports to the Unit Head and is responsible for all
monetary transactions in the store, proper counting for scheme recovery, revenue
control, proper accounting of concessionaire dues, sales tax payment, statuary
compliance, PICS controls and documentation, interbranch reconciliation with
services office, control functions and coordinating internal audits.
12. Executive Accounts: reports to the Unit Accounts Head and assessed him/her
in all the activities related to the accounts functions in the unit.
13. Cash assistance: reports to the Unit Accounts Head and is responsible for
monetary transaction in the store.
14. Receiving Bay In charge: reports to the service manager/ROM and is
responsible for entire movement of stocks in and out of the system and raising inter
branch transfer.
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15. Customer Care Associates: reports to the DM and is responsible for section
maintenance, sacking, merchandise arrangements, attending customer, sales
presentations, sales, stock take, and global count.
16. First Citizen Desk: This desk performs the following functions at the shop
floor:
a. Timely issue of First Citizen cards to members.
b. Redemptions of First Citizen promotions.
c. Managing activities relating to First Citizen promotions.
d. Solving queries and complaints of First Citizen customers.
17. Customer Service Desk (CSD): This desk performs the following functions at
the shop floor:
a. Exchange of merchandise (provide the exchange policy is satisfied) brought
in by the customers and delivery of the same.
b. Alteration of garments with the help of tailoring staff and delivery of the
same.
c. Gift-wrapping of merchandise.
d. Solving queries and complaints of the customers if any.
DEPARTMENTS:
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BUYING AND MERCHANDISING: is an important function, in which the team
plans procures product offering for our customers. They are responsible for
ensuring product availability for the customers in the styles and designs desired by
the customers on time.
The B&M functions works on 2 seasons (spring- summer and autumn winter).
Each season is broken down into 6 periods with 26 weeks with planning and
monitoring done at the weekly level.Based on market research /information, past
performance, analysis and forecasts for fashions and trends in the ensuring season,
the B&M teams plans the product range for all our stores.
There are 5 teams who are responsible for delivering all merchandise needs of our
customers. The teams are:
1. Men’s
2. Ladies and kids
3. Youth fashion and denims
4. non apparels
5. Private brands
Financial planning – The B&M team converts the corporate financial plan into
divisional and departmental plans covering sales, margin, markdown and
inventory.
Range planning – Range planning is where our teams decide how much to buy of
each option, and when to put it on the shelves for the customer to pick up . This is
derived from the financial plans formulated for each season, for each division and
department. Our B&M team with the help of the software can fine tune the range
for each store.
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Product developing and ordering – Each brand makes the brand offering for the
season. The merchandiser based on trends and past data selects the range and
places the order. For private label on the trends and fashion forecasts. The design
brief converted into samples by our partner vendors, based on which we place
orders.
In season management- We monitor actual performance of our merchandise
against the plan ona weekly basis during the season , and accordingly decide on
the short term strategy to be adopted. These include additional markdowns and
special propmotions , in excess of what had been initially budgeted. This may
also requires us to revise our plans ,and also our purchase orders with our
vendors , wherever possible.
BUYING- The team is responsible for scanning the market for trends, fashion and
customer buying behaviour on the basis of which they decide on the merchandise
to be bought for a particular season, they are also development of private brands.
As a part of the function they coordinated with the design teams for samples,
range plan , with the strore planning department for space allocation in the store
and with the marketing department for the promotional activities of the various
BRANDS. They also corordinate with the visual merchandising department to
create a visual ppt norm for their category in the store.
MERCHADISING- they take care of merchandising planning , ananlysis and
availability of merchandise to each and every store. The department negotiates
with the vendors for better margins and support on promotional activites for
various products. They mamnage the inventory upto budgeted levels. They work
in close conjunction with the buyers for markdown management
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Our private brands- We have a strong focus on our in-store brands, whch
are also called private labels. These help us the complement product range that we
receive from national and international brands and allow us to offer the customers
the enhanced range across price points. Design , Quality, Fits, Fabrics etc has
always been the top priority for the brands.
Our gift vouchers- We also sell gift vouchers, which are purchased by our
customers for gifting purpose. These gift vouchers can be used in any of our store
for purchase of any merchandise or service.
Design- The core of entire private label business, this team is for
conceptualization to the designing of apparels of all SSL brands. The team ensures
the right balance of fashion & customer need while designing the looks. The team
is subdivided into categories like Menswear (classic /fashion/ ethnic), Ladies
(classic/ ethnic/ fashion) and kids wear. Fashion forecast and the collection are
presented for every spring summer & autumn winter season. The design team also
takes care of the visual imagery of each SSL private brands by creating the story
boards for the seasonal photo shoot.
Quality Assurance- ensures the quality of the products and set the quality
standards and process for the merchandise. They are involved in vendor evaluation,
selection and monitoring. They audit the vendor in different stages of
manufacturing and finished goods to assure the compliance to standards. They are
also responsible for defining Quality assurance procedure with respect testing,
inspection, tolerance, sampling plan and communication formats is the part of the
responsibility for the quality assurance. As an ongoing mechanism they are also
involved in the analysis of customer complaint to prevent recurrence.
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Distribution and Logistics- A function without which chaos and confusion with
prevail as this department ensure the each and every store receives merchandise
tagged, is in a salable condition, is made available on time, and as soon as the
requisition is placed be it any season of the year. The responsibility of this
department doesn’t end at that. They also manage the reverse logistic process that
is to monitor the movement of goods against the invoiced quantity return the
excess, defective and consignment stock back to the vendor while telling the same
with the vendors and the accounts departments. D&L team ensures that right goods
are available at the right place at the right time, in the right quantities at the lowest
possible cost. We have Regional Distribution Centers, one each in Mumbai, Delhi,
Bangalore, and Kolkata and logistics, people, space, finance and vision.
D&L Department also handles the imports in totality.
Central merchandising- The central merchandising team plays the integral role in
the delivery of the company’s buying and merchandising process. It tracks the
performance across product categories through information available , analysis and
control. They are specifically responsible for managing the store planning process
taking in the inputs from retail operations and buying and merchandising. This
department is also responsible for seasonal budgeting and mark down activity. This
department has implemented phase 1- of Arthur planning based merchandise
strategic planning system called FM WSSI (Financial management weekly sales
stock and intake) The system supports merchandise planning i.e. projecting and
fixing plans at chain, sub department, stock id and week level.
Corporate planning- The corporate planning department works with the group
management on various aspects of strategic development for the group across all
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retail formats and brands, include planning, implementation and performance
management. Corporate planning also drives the development of alliance with
international retailers and brands , which can potentially accelerate the group’s
entry and the growth into new business formats. Shopper’s stop partnership with
Mother care (U.K), The NUANCE GRUP (Switzerland) and Argos (U.K.) have
been supported by the corporate planning team in the recent past. This department
also manages customer service quality, measurements for group formats including
customer satisfaction surveys and mystery shoppers programs.
Marketing and communication- they are responsible for building the brand-
shopper’s stop and keeping it ‘top of the mind’ in the minds of customer. They
build the preference for the brand in the competitive environment by designing and
executing differentiated promotion, brand advertising, as well as creating
credibility for the company through effective public relations. They are also
responsible for cresting an emotional connects with the consumer through local
level and regional events. This team also works closely with the visual
merchandising team to ensure that there are complete synergies between what is
communicated to the consumer outside the store id the same within. They along
with the operation team works towards for creating moments of magic for the
customer.
Loyalty- The first citizen is one of the oldest loyalty programs is the country
today. It is the largest retail loyalty program in the country. A loyalty program
which has swelled the number of our loyal customers , day after day , month after
month and year after year.
The management of the loyalty program is a complex task. The primary objectives
are as follows:-
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1. Retaining satisfied, happy and high potential customers.
Loyal customers are a source of competitive advantage in the face of increased
competition. The primary task of program is to identify, engage, retain and
grow our loyal vase year on year. To do this , each segment manager must
needs look at the complex data analysis to identify customer slucters and devise
different customers engagement programs depending on the needs of the
particular cluster.
2. The first citizen desk manages the interaction of members at the front end.
They are the face of loyalty program and they along with the other associates
On the floor deliver the moment of the truth. A key function of the loyalty team is
to ensure that these associates are provided with adequate information and support
to help the serve member better. Support ranges from providing the right kind of
literature to them to generate acquisitions, providing inputs for resolution of
customer issues as well as adequate training to keep them motivated and fully
geared up to understand customer requirements.
3. Knowledge is power- Loyalty program is supported by a strong database which
helps us map customer buying behavior and preferences and extrapolate that to try
and predict future customer behavior. Managing this database is a key function in
the loyalty program management at the Services Office along with support from
the Sol-tech team.
INSTITUTIONAL BUSINESS- Department focuses on future guaranteed sales
for SSL. This is done through gift vouchers sold to individuals and corporate and
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also includes redemption partners. Who contribute to the business. On retail level
customers buy Gift vouchers for personal gifting like birthdays, marriages etc.
On a corporate level Gift vouchers are bought for incentives programs , Rewards
& Recognition programs and during festive periods like Diwali & New year as this
the time most corporate gift their clients and business partners. The business has
been growing at a pace of 40% year on year in terms of achievement. Apart for
assuring future sales, Gift vouchers aids walks in to the units and also help in an
increased cash memo size over the value of the Gift Vouchers thus contributing to
the Units sales.
The IB team is represented by IB sales Officers at the units who make
presentations to corporate in their regions and achieve bulk bookings for Gift
Vouchers or Corporate Merchandise. Major contributors to the business are
Financial Institutions, IT & ITES, Call centers & BPO’S, Insurance and FMCG
organizations.
VISUAL MERCHANDISING- is the way we want our products and services to
look and feel to maximize sales. The team creates, organizes, and sustains the vital
communication between brand & consumer, from events to window displays and
in-store focal points. As a ‘silent salesperson’ and ‘vanguard of standards’, the
members of team collaborate closely with the buyers, merchandisers, designers,
store planners, and operations team.
BUSINESS DEVELOPMENT- This department has first sighted all the new
stores that Shopper’s Stop Ltd, is now. The main role of this department is to spear
head the expansions of shopper’s stop Ltd. It identifies new markets and taps
potential of these markets after doing thorough analysis of the city/locations They
assess the acquisition plan of the opportunity after evaluating finer parameters that
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will give Shopper’s stop Ltd. The cutting edge vis-a vis customer satisfaction and
competition e.g. ideal location in particular city/ location. They do a complete
financial feasibility of a project and negotiate with the property owner. They are
the one point contact with the property developer and all other departments of
Shopper’s Stop ltd. Its is the responsibility of this department to ensure and
safeguard the interest of shopper’s stop ltd. By ensuring delivery of the project and
complete legal documentation and compliance through the associate departments
including
STORE PLANNING: The Store Planning team design new stores in term of look
and feel overall ambience as well as plan renovation In the existing stores as per
the requirement s from B&M and operation. They design the visible elements in
the stores, such as flooring, wall covering, ceiling, lighting, store fixtures, wall
display panels, and branding, signage and visual spaces. They also design invisible
elements in the stores such as, air conditioning, electrical, fire fighting, prevention
system and security system. It plans and plots different categories brands with their
respective adjacencies in a floor layout. They coordinates with the brands, designs
teams for brand’s fixtures and fit outs, and help the projects team to setup the
stores at the time of handover. They along with B&M Develop new design concept
for new models.
FINANCE AND ACCOUNTS: They ensures their adequate cash flow and
monitor the funding needs of the organization besides ensuring profits and Loss
Accounts and the Balance Sheet Reflect the true and fair picture of the
organization. This team is responsible for all Statutory and internal audits of the
company .Bedside’s management of the company’s assets, they are responsible for
capital and asset accounting , revenue generation and accounting, expenses
incurred , ensuring compliance with the various statutory requirements relating to
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corporate entities and are in charge of the overall financial control of the company.
Budgetary control of the company’s incomes and expenses is also key areas for
this team. That’s apart, They Also Scrutinize the financing of new projects /units.
LEGAL AND SECRETARIAL: this dept. provides support for drafting and
vetting of various agreements and other doc in respect of smooth operation of
stores, and take adequate steeps for protecting the intellectual property of
company. They were closely with all fn for compliance of various formalities
required in company. The dept. also handles the secretarial work in respect of
board of directors , share holders meeting , ESOPS and compliance of various of
laws and corporate governance requirement.
HUMAN RESOURCES: The people of Org. are its source of sustain competitive
adv. The HR function of Shoppers Stop is responsible for this most responsible and
dynamic asset of org.-people. This team is responsible for individual throughout its
journey within the org. The function seeks to maximize organizational productivity
through optimal management of people resources. Through effective and
innovative practices in associate recruitment and selection, learning and dev.,
reward and recognition, compensation and associate engagement, the function
seeks to create a work environment which is truly “nothing but the best” and seeks
to make shoppers stop truly a great place to work’s
SOLUTION AND TECHNOLOGIES TEAM: To provide the Group companies
technologies solution aligns to business requirements, STT endeavors to contribute
to strategic direction of the enterprise. The world class solution offered delivered
business values by dressing the transaction lead and operational needs. We will
provide enterprise\wise competitive advantage with new and merging technologies
while partnering with vendors to outsourcers non core activities. We will
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collaborate with business to serve our customer better and create an experience that
sets benchmark for the industry.
III. Products/Services Profile
PRODUCT PROFILE:
Brands Offered: Shoppers Stop retails products of domestic and international brands such as Louis
Philippe, Pepe, Arrow, BIBA, Gini & Jony, Carbon, Corelle, Magppie, Nike,
Reebok, 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, who‘s mens‘ and womens‘ outerwear are retailed in India
exclusively through the chain.
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Different brands offered under each category are given as below
APPARELS
Arrow Louis Phillipie Park Avenue Parx
Van Heusen Zodiac Stop
Caliber Blackberries Scullers
Givo Wills Lee Levi’s Pepe Killer
Lee Cooper Wrangler Spykar
Life Allen Solly Provouge
Jewellery
Facet Carbon Sparkles Tanishq FQ Swaroski Gili Oyzsterbay Sarvoski Estelle
Music
Planet M
Music world
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Home Decor Watchesyamini four seasons viva casio
welspun borosil corning ware Esprit
pedrini pyren possil
Titan
Hair Styling
Habbibs
Books Fragrances
Crossword Christian Dior
Sunglasses Ysl
Ray Ban joop
diesel
Shoes lancaster
Lee Cooper nicos
Red Tape jil sander
Picasso calvin klein
Shop Boucheron
Life police
J’del pozo
Myrurgia
Etienne Aiger
Xm
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SERVICE PROFILE:
Customer service can be a source of competitive advantage. Though every
supermarket in Bangalore are trying every possibility to serve the customer better.
So that the customer will visit every time to shop on that supermarket. The only
thing that can increase the sales for a retail store is frequent visit of customers.
The services should be customized because the approach should be changed
every time. The Shoppers Stop of Bannerghatta road was launched in 2004. Since
then they had done many changes in their service strategies.
There were 35 salespeople in the store. They had dressed in a very neat white shirt
and a black trouser. Though in the store no salesperson was found who greets
customers. If the customer asks any query, they will just guide them to the way and
the level of participation from their side in the customer’s buying decision is very
minimal.
Salespeople are knowledgeable until and unless a customer asks any query. In the
store it was found that there is a huge gap in communication between the customer
and the salespeople. Otherwise they are hardly involved in any of the buyer’s
decision.
Customer Rewards:
Shoppers Stop‘s customer loyalty program is called The First Citizen. The program
offers its members an opportunity to collect points and avail of special benefits.
Currently, Shoppers‘Stop has a database of over 2.5 lakh members who contribute
to nearly 65% of the total sales of Shoppers‘Stop. They also offer a co-branded
credit card with Citibank for their members.
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Customer Profile
Shoppers‘ Stop‘s customers 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 cultural clothes in the international
environment they are used to which means people from abroad are also interested
in shopping in Shopper‘s stop. Their target customers are upper middle class and
upper class.
International Affiliations
Shopper’s 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.
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CHAPTER 4: REVIEW OF LITERATURE
I. Operational definitions:
Shoppers’ Stop undertakes image makeover; revamps looks, logo, uniforms, among others
“Change is essential. Our consumers are changing, their preferences are
constantly evolving. They are getting younger. And so, we have to change along
with them.” - B S Nagesh, Customer Care Associate & Managing Director,
fig.4.I.(i)
“The simple but classic new logo without the old elliptic ring, which has an
international look and a timeless appeal, carrying the new baseline ‘Start
something new’ prods customers into taking a step ahead to upgrade themselves to
the next level in life.
BRAND LOGO :-
Retains the current core value of the brand Trust, Comfort & Warmth.
Is a reflection of our brand’s new character Inspiring guide, Progressive &
Dynamic, Imaginative & Thought leader.
fig.4.I.(ii)
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BRAND SYMBOL :- fig.4.I.(iii)
A strong visual element
Reflects the ‘Bridge to luxury’ position of
Brand.
Fig.4.I.(iv)
UNIFORMS :-
Smart , Sophisticated & classic
Comfortable and fills you with confidence.
SHOPPING BAGS :-
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Fashionable, classy bags designed.
New look , gives a brand new image
Fig.4.I.(v)
IN
STORE COMMUNICATION :-
Signature campaigns in store through a Pledge Book
Inspire customers to Pledge to ‘Start something new’
In-Store contest on the new logo.
Fig.4.I.(vi)
ADVERTISING :-
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In this store, they adapted very different types of strategy in promotion and
advertisement is the “Blu Fi” technology where the customers had to turn on the
Bluetooth of their mobile so that they get various information about their offers.
Advertising and promotion in this can give an edge over their competitors by
communicating their messages about their quality brands and pricing. Other than
“Blu Fi” they offer several catalogues and templates in which they promote all the
brands under their belt.
Within the store they started lottery system where customers had to fill their name
and email address to get exciting prizes. And using the chits of the customers, they
start sending them mails in which they are giving update about their latest offers.
They do the email communication to their customers with the help of their lottery
system.
For their frequent customers, the store requests them to purchase a First Citizen
Card for Rs 200/- in which they get services like loyalty points, separate queue for
billing, lounge etc.
Fig.4.1.(vii)
Fig.4.I.(viii)
II. Literature review:
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The overall things is to make their customer satisfy and then profit
through sales, employee added after all every organization works to earn
money which is possible through good sales and if our customers are not
satisfy then it will be difficult for us. So we put our effort on retaining
our customers because retaining old customers is more profitable than
making new customers. And if we analyze this statement then we come
to know that their 65% of their customers are their first citizen customers.
Today people goes for variety and shoppers stop is doing that, they offer
total 250 brands to their customers which act as their strength and help
them retaining as well as making new customers. They believe in
producing quality so they offer quality products basically international
brands like Louis Phillip, Black Berry, Police, DKNY, Ferrari, etc.
Shoppers‘ Stop aims to position itself as a global retailer. The company
intends to bring the world‘s best retail technology, retail practices and
sales to India. Currently, they are adding 4 to 5 new stores every year.
III. Theories applicable to the study:
Target markets
Geographic - Shoppers stop has its presence in almost every metro city in
India. They are situated in one of the major areas in Bangalore. They are
located at Commerce@Mantri in Bannerghatta Road. And the major factor
which goes to their location is that it is behind the bus stop.
Demographic – income, age, sex, family
Psychosocial – Value, attitude, opinion, lifestyle, feelings
Behavioral – user status, usage rate, usage occasion, brand loyalty and
benefit
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Merchandise mix
The breadth and depth of the products in Shoppers Stop is huge. They
have varieties of brands for the men, women, kids etc. The assortment of available
products has lots of variations. Brands like Allen Solly, Tommy Hilfiger, Spykar,
Pepe etc has varieties and various price range. But still by searching the brands one
can easily know that this store has improper collection of brands. The competitive
advantage for Shoppers Stop in this area is they have deep assortment of all brands
which are available in different price range. They also have varieties in accessories
like watches, cosmetics, pens, etc in their entrance. They also added a separate
shoe section in their store but the brands availability in the shoes is very less. The
store also has good displays of cutleries to bed sheets and pillows. Also they had
tried to cover all the accessories from mobiles to jewelleries. Inside they have
Mobile Store which normally will not be found in any of their competitors.
Store Design and Visual Merchandising
Although the collections were sufficient as per the size of the store but the
set back of the store design is they have only one floor that is ground floor which is
very compact and very less spacious for the customers. If we look at the overall
store there are lots of things that need to be improvised.
The entrance and the exit are on the same side. So when a customer goes
further for shopping in the store, he has to again come back to exit door
crossing the whole way.
There are 3 billing counters placed in different corners of the store. If
customers finally go for billing, they have to search a lot for the payment of
the goods.
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The store is deeply spread in the ground floor which causes mobile network
problems.
The trial rooms in the store are less than 15. And the daily visitors in the
store are more than 2000. As a result outside the trial rooms one can find
long queues of the customers.
Even in the brands like Allen Solly, Wrangler, Levis, etc, some individual
brands in the store carry more space some carry very less.
In the ladies section there is a very less walking space for the customers.
The store rooms are in front of the trial rooms which make that place more
congested.
There are certain good things about the store design:
The store includes a separate playpen for the kids that are designed very
carefully inside the store.
The store is divided into different sections from accessories to apparels
which are designed according to the preference of the customers. Example-
In the entrance a customer gets all the accessories like watches, cosmetics,
jewelleries etc and as they go more inside one can find the ladies section
and then man’s section.
There is a separate lounge for the first citizen members within the store.
The store has Café Coffee Day nearby the Crossword. Lots of crowd can be
seen in that area. The customers go there in between the shopping or after
the shopping.
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In visual merchandising, the store didn’t put many efforts. In many parts of the
store, the clothes are just kept in the shelf or they are just hanged in the hangers.
They focused on the jewelleries in the entrance. In that the jewelleries are kept in
different shapes of glasses with proper lightening and colored clothes which attract
the customers more towards the designs. But in the apparels section the visuals are
not that much attractive. Some brands like arrow, they had focused their brand very
well by keeping a mirror in the center of their section with proper lightening and
the display of their new arrivals is pretty well. But all the corner side sections of
brands are under covered by the crowd and major brand displays. Also the
improper arrangement in the ladies section looks very odd as the clothes are
everywhere in the section and no salespeople are found who is arranging the
clothes. At the time of sales period the visuals are worst when the clothes are just
everywhere in the store.
The store design can never beat competitors in this category because the major
setback of the Shoppers Stop Bangalore is they have a very compact area and
because of that they can’t offer all the brands properly. And the design of the store
lacks planning as customers find difficulty in walking around the store. If they
need to be competitive they have to expand their area of selling so that they can
offer all the brands and the customer don’t bother about the congestion.
In terms of visual merchandising, they can offer a lot to attract the customers. They
are very much successful in showing good visuals in accessories but in apparels
section they need to improve a lot. In terms of sale, crowd can be seen near the
entrance where visuals are very attractive and visual merchandising enforces sale
of any shop. The store does not maintain specific standards in terms of visual
merchandising. Sometimes it is appealing and sometimes it is not up to the mark.
They could have been much better if the size of the store is big.
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Pricing:
If we compare the prices of Shopper Stop with their other competitors the price
range lays almost the same. Though the competitors of Shopper Stop can be any
retail format but their major competitors are Pantaloons, Lifestyle and Westside in
terms high priced branded apparels. The Shoppers Stop has low prices offer for
365 days in a year in several brands. But they get more revenues twice in a year
when they offer the season’s sale. This sale period happens twice in a year
February and August where they give discount up to 51 % on their major brands to
the customers. Lower cost in such type of stores can only be achieved when they
purchase goods in bulk and sell it properly and that can only happen when they
offer the right price in the right time like festivals. Prices are relatively stable for
all time except in the discount periods. In Shoppers Stop they hardly do any sales
promotion except in the time of sales. In the same period of February and August
they distribute catalogues in the entrance in which different brands are mentioned
with attractive discount rates.
Marketing Strategies followed by Shoppers’ Stop
Discounts and brand promotion
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Shoppers’ stop through internet
Shopper’s Stop basically follows 2 marketing strategies:
1. Guerrilla marketing is an unconventional system of promotions that relies on
time, energy and imagination rather than a big marketing budget. Typically,
guerrilla marketing tactics are unexpected and unconventional; consumers are
targeted in unexpected places, which can make the idea that's being marketed
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memorable, generate buzz, and even spread virally. Guerilla Marketing involves
unusual approaches such as intercept encounters in public places, street giveaways
of products, pr stunts, any unconventional marketing intended to get maximum
results from minimal resources. More innovative approaches to Guerilla marketing
now utilize cutting edge mobile digital technologies to really engage the consumer
and create a memorable brand experience.
Principles of guerrilla marketing
Guerrilla Marketing is specifically geared for the small business and
entrepreneur.
It should be based on human psychology instead of experience, judgment,
and guesswork.
Instead of money, the primary investments of marketing should be time,
energy, and imagination.
The primary statistic to measure your business is the amount of profits, not
sales.
The marketer should also concentrate on how many new relationships are
made each month.
Create a standard of excellence with an acute focus instead of trying to
diversify by offering too many diverse products and services.
Instead of concentrating on getting new customers, aim for more referrals,
more transactions with existing customers, and larger transactions.
Forget about the competition and concentrate more on cooperating with
other businesses.
Guerrilla Marketers should always use a combination of marketing methods
for a campaign.
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Use current technology as a tool to empower your business.
2. Interactive marketing is a strategies adopted by then retailers where they allow
customers to customize the product as per their preference. This strategy is mainly
followed by service industries like hotels but Shoppers‘Stop is able to carve out
this facility in a retail store.
The concept that has already made a debut at Shoppers‘ Stop outlets in Mumbai,
allows customers — who are referred to as guests — to go through various stages
of activity in creating their own teddy bear (or other stuffed toy), including
choosing a stuffed animal, stuffing it, giving it a heart, stitching, fluffing, naming
and dressing it. And though the toys are priced at a premium level ranging between
Rs 595 and Rs 1,295 for a stuffed animal and add-ons such as sound chips, clothes
and accessories coming at extra cost
the interactive shopping experience also adds on an element of entertainment for
young customers and can turn into a family affair as well.
Location Strategy
The total area of Shoppers’ Stop is 14000 square feet. And the rate of per square
feet area is Rs.1500/-. Selecting the location for the store is in the hands of
retailers because before selecting the location they have to check many factors like
walking traffic, competitor, parking, infrastructure, etc. They also have to decide
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that they want to buy the site or they will take it on rent. So after deciding all these
things they reach to the final decision
The store is in front of the bus stop which helps the store in visiting of mass
customers. Also it is located nearby Jaideva Circle which is considered as one of
the major areas of Bangalore.
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CHAPTER 5: RESEARCH METHODOLOGY
I Quantitative /Qualitative Analysis:
RESEARCH DESIGN
A research design is purely and simply the framework of plan from a study that
guides the collection and analysis of data. Application and specification are the
main characteristics in a research design. Marketing research designs can be
classified on the basis of the fundamental objectives of the research. There are
mainly two types of research design that are as follows –
1. Exploratory Research Design
2. Conclusive Research Design
Descriptive Research Design
Casual Research Design
RESEARCH DESIGN IN CASE OF DESCRIPTIVE RESEARCH
These designs are used for some definite purpose. A number of marketing research
studies are based on such designs. It is focused on the accurate description of the
variables present in the problem. These designs try to find a complete and accurate
description of problem situation by providing specified methods for selecting the
sources for information and the procedure for collecting the data from these
sources. The data is collected in such a manner that the ambiguous nature of cause
and effect relationship in the phenomenon is reduced to maximum extent.
II. Conceptual, Empirical Study:
The followings are the outcomes of the conceptual, empirical study are
given below:
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Outside appeal- In this aspect, it is observed that shopper’s stop stands a
bit behind with compare to the competitors.
Parking facility- It is observed that, parking facility is also not very much
satisfactory.
Music – The standard of the music is also not up to the mark.
Sales personnel friendliness- The interaction of the sales personnel is
very much friendly with the customer.
Moving space- It is found that shopper’s stop is not the best in terms of
moving space. Merchandising could be arranged.
Ease of location of desired category- It is observed that shopper’s stop is
on the top of the list.
Range of garments and accessories- It is found that, shopper’s stop have
a huge range of all these.
Ease of alteration/exchange-Shopper’s stop stands top on this aspect.
Store membership scheme- It is observed that shopper’s stop has an edge
over its competitors in this aspect.
Kid play area- This aspect also hasn’t well enough.
In store advertisement- It is observed that shopper’s stop doesn’t work lot
on this aspect.
III. Hypothesis:
Are able to describe the characteristics of certain groups.
Specified predictions are possible.
Can study relationship between two or more variables.
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IV. Sampling:
I have taken a sample size of 150 randomly and went through the various
attributes considered while purchasing the product at store.
V. Tools for data collection:
Data collection method of two types:
1) PRIMARY DATA
2) SECONDARY DATA
PRIMARY DATA:
The primary data are those which are collected as a fresh and for the first time and
thus happen to be original in character. The primary data is collected in the process
of questionnaire and interviews of the outlets.
The various methods of primary data collection are:
Observation Method
Interview method
Questionnaire Method
SECONDARY DATA:
The secondary data are those which have already been collected by someone else
and which have been already been passed through the statistical process.
The various sources of secondary data are:
Company Records and Information
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Business Magazines
Various website analysis
Methodology adopted for survey was questionnaire. It was a structural
questionnaire.
VI. Field work:
First of all , I would like to say thanks to Human resource manager Miss Ameena
Kulsum and Department Manager-Mr.Ayon Mukherji , who guided me It was a
nice experience in Shopper Stop stores. I observed lots of practical things :-
Interaction with customer,
How to Greet them with smile , that helped to develop a positive attitude and
maintain a cordial relation with customers
Serve the customer- after greeting them, listening them patiently,
understanding their needs, addressing to them in such a way to ensure customer
delight.
Sometimes while serving customers, they became so delighted by service , that
they ask for sales person help in buying other products , except apparels , for
that purpose. These all things helped to get a understanding regarding every
product.
Saturdays and Sundays are the peak days in retail which gives us the highest
sales, therefore that day from morning till night , there is huge rush of
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customers , no. of footfalls increases as both days being holidays for the
customers. It gives me lot of chance to interact with the customer.
All other days apart from weekends, are not so hectic, customer entry is less ,
as being week days. At times I noticed that regular customer prefer shopping in
the weekdays only , as they think that they can shop comfortably and relaxingly
avoiding all rushes and busy trial rooms.
Every day , they used to do global counting of merchandise kept in the counter
which they handle, it helps them to keep track of sales , achievement of targets,
whether fulfilling it or not . It helps me to understand the convincing ability of
sales men whether it’s good enough or have some short comings. What steps
they should take to improve it , that will increase their sales and confidence
also.
VII. Methods of Data Analysis:
Research design - Descriptive
Secondary Data - Internet
Population - customer of the lifestyle/fashion segment of retail stores in Bangalore.
Sample size - 150
Sampling Area - Bangalore
Sampling technique - Non-probability judgmental sampling.
Sampling tools - Structured questionnaire
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Software used for data analysis - Microsoft office
Analytical tools - cross tabulation
CHAPTER 6: DATA ANALYSIS
I did a survey of 150 people who were present in the store. According to
their choice, preference and buying behavior, I have depicted the statistics in a pie
diagram.
6.1 Percentage Analysis of the Survey: -
Percentage Analysis of Age group of respondents
Age Group Frequency Percentage
16-24 108 72
25-32 39 26
33-40 1 0.7
41-48 2 1.3
Total 150 100
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Analysis and Interpretation:
The above chart depicts the age group of the respondents and their No of
respondents. It is observed that 72% of the respondents fall in the age group of 16-
24 years and 26% fall in the age group of 25-32 years.
6.2 Percentage analysis of No. of Respondents.
Shopping Frequency No. of Respondents Percentage
Once in a month 100 66
Once in 2 month 31 21
Once in 4 month 19 13
Total 150 100
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Analysis and Interpretation:
The above charts depicts in the shopping frequency of the respondents and their No
of respondents. It is observed that 66% of the respondents shop once in a month.
21% shop once in 2 months and 13% once in 4 months.
6.3 Percentage Analysis of Top of the mind stores and Respondents
Top of the Mind Store No. of Respondents Percentage
Shoppers’ Stop 54 36
Lifestyle 53 35.3
Globus 6 4
Westside 11 7.3
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Big Bazaar 3 2
Pantaloons 23 15.4
Total 150 100
Analysis and Interpretation:
The above chart depicts the Top of the mind store and their No of respondents. It is
observed that 36% of the respondents say Shoppers’ Stop comes to their mind first
when they think of shopping for their family. A close 35.3% of respondents say
Lifestyle comes to their mind first.
6.4 Percentage Analysis of Favorite stores.
Favorite stores No. of Respondents Percentage
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Shoppers’ Stop 35 23
Lifestyle 50 34
Globus 9 6
Westside 18 12
Big Bazaar 18 12
Pantaloons 20 13
Total 150 100
Analysis and Interpretation:
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The above chart depicts the Favorite store of the respondents and their No of
respondents. It is observed that 34.3% of the respondents say Lifestyle is their
favorite a store followed by Pantaloons, with 25.3% respondents in favor of it.
Shoppers’ Stop stands third in the list of Favorite Store.
CHAPTER 7: SWOT ANALYSIS, SUGGESTIONS & RECOMMENDATION
SWOT Analysis
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Situational Analysis includes current organizational mission, current ownership
and management alternatives, and current goods/services category. As we have
explained above about the mission management alternatives, current products, so
now here we have done the SWOT analysis of Shopper‘s Stop.
Strengths
Variety
Range
Different Brands
Pioneer
Loyal customer
Low risk
Good financial position
Presence across various segments
Parikrama the festival
Weakness
Very high prices: They provide international Brands due to which their prices are
very high.
Fewer Schemes: They do not offer so much schemes, they offer schemes only on
special occasions like Diwali, Independence Day, etc.
Fewer Discounts: They offer less discount in their schemes, they basically offer
10% to 20% discount
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Competition from standalone stores
Late entry into value retailing
Store makeover expenditure
Threats
Government Policies
Entrance of New Players
High attrition
Lesser consumer spending
Entry of foreign players
Unorganized sector
Independent stores
Opportunities
Awareness about the brands
Quality
Youngsters
Higher disposable income
Collaborate
Private levels
Tier 2 & tier 3 cities
Enter new consumer goods segments.
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RECOMMENDATIONS & SUGGESTIONS
Given below are some of the Recommendations/Suggestions to improve or modify
service Standards and increase customer delight.
Outside appeal of Shoppers’ Stop could be improved by adding more
attractive facades and windows. Also the entire store on the outside could be
repainted and make more attractive than at present because looks matter
always.
Parking facility could be improved by having a permanent parking lot that
should be more spacious because during weekends when it is heavily
crowded, customer face lots of the problem with regards to parking. To
overcome this problem appoint more guards and implement coupon system
and categorised parking like two wheelers as well as four wheelers parking.
Sales personnel could be offered with some incentives from time to time on
the basis of their performance and motivation programme organised so that
they do not switch over to competitors, which are found in increasing
number at present as most of them are part-timers.
It is found that Shoppers’ Stop is not the best in terms of arrangement and
moving space. Merchandise could be arranged in a way that the space is
utilized more efficiently, thus creating enough moving space.
A separate portion in the store could be allocated for keeping old
merchandise that were not sold out and discount may be offered for the
same, as applicable.
A snack parlour like pop corn corner, chip etc. a small area for Music i.e.
World space radio station could be added to the store. The store essentially
talks about shopping as an experience. Adding these would increase the time
a customer spends at the store and also add to additional revenue. Most of
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the other Shoppers’ Stop outlets have these facilities at present. With
competitors having these facilities and malls opening up all around the city,
this becomes a necessity
Accessories like inexpensive fashion jewellery, watches etc., could be
placed in more attractive cases and kept in some centre point so that the
customer find it easy to check them out and this might induce a purchase.
The footwear collection for the both men and women could be enhanced by
bringing in more variety like sports, formal as well as casual wear. There is
very little choice in this case at present.
Interaction with customer could be increased by having various activities in
the store frequently and making customer part of these. First citizen could be
invited so that their relationship with the store is strengthened and thus they
could be retained and repeat purchase could be induced.
Shoppers’ Stop has been first mover in this category in many services
offered. Some innovative ideas, which are not similar to what is already
being done by competitors, could be introduced to attract more customers
and retain existing customers.
Shoppers’ Stop can be spending a little more on promotion. At present, there
is virtually no advertisement of the store continuously. It can go for ads in
magazines and also hoarding around the city, just to serve as a reminder to
customers. Pantaloons and Big Bazaar do more sale promotion activity to
create a familiar position in young generation customers mind.
Cleanliness of rest area should be taken care of as frequently as required.
Even these have an influence on the customer.
Items like fashion accessories, magazines could be kept near billing
counters. These are items of impulse purchase and hence should be kept at
these places.
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They should introduce more schemes, discounts, sales to increase the sales.
They should introduce Low rate Brands which will attract the middle class
customers also or brands for masses.
The stores becomes a bit messy because of a large footfall & small size of
stores so they should have larger outlets
They offer parking space only for the ―first citizen‖ card holders which acts
as a constraint for many first visitors to visit the malls.
Shoppers stop‘s competitors used aggressive medium of advertisement like
television commercial ads, thus to gain a competitive advantage over the
competitors Shoppers Stop should also use such medium of marketing
CHAPTER 8: CONCLUSION
I found that shopper’s Stop is standing first in many parameters like sales
personnel friendliness, sales personnel uniform, arrangements, top of mind recall,
billing counters etc.
Shoppers’ Stop, a pioneer in the lifestyle segment of retail store has heavy
competition to put up with. In this process, it is getting off the top spot, which is
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used to occupy for years but certainly not losing way. With a few innovative ideas
and slight modifications to the existing system, it can surely regain the top spot. It
is interesting to note that Shoppers’ Stop is still the first choice in the customer
mind when it comes to shopping. It should leverage on its strong position and let
more customers “START SOMETHING NEW”.
REFERENCES & BIBLIOGRAPHY
Manuals and Reports:
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Company manuals, company brochures and publications of retail outlets,
magazines.
Books:
Retail management-Chetan Bajaj
Consumer behaviour- Leon Schiffman, Lesile Lazar Kaunk
Research methodology- Naresh Malhotra
Software:
Microsoft office
Web-sites:
www.google .co. in
www.retailbiz.com
www.marketingnpv.com
www.eu.levi.com
www.shoppers stop.com
ANNEXURE
Questionnaire:
QUESTIONNAIRE
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A STUDY ON Analysis of shoppers stop strategy in retail world
I the students of IFIM B-School are conducting a survey on Analysis of shoppers stop strategy in retail world as part of my IIP project.
This information will be strictly confidential and shall be used for the purpose of the project only. Thank you for your cooperation
Personal Information
Name: _______________________
Age: - 16-24 25-32 33-40 4-48 Above 48
Gender: - Male Female
Marital status: - Single Married
1. When you think shopping for your family, which store comes to your mind first?
Shoppers’ stop Lifestyle Globus Westside
Big bazaar Pantaloons
2. How frequently do you shop?
Once in month Once in 2 months Once in 6 months
3. Based on the Outside appeal ( name boards, posters etc…) and parking facilities, rank these stores (note: Rank from 1 to 6; 1- Best to 6- Worst)
Stores Parking Facility Outside appeal (facades windows etc.)
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(space)
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
4. Rank the Sales Personnel of these stores based on the following Attributes
Stores Attentive Friendliness
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
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5. Based on the following, In-Store Attributes rank the stores
Stores Music Moving Space Arrangements
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
6. Based on the location and frequency of the following, rank these stores
Stores Billing Counters Trial Rooms
Shoppers’ Stop
Lifestyle
Globus
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Westside
Big bazaar
Pantaloons
7. Based on the restrooms and drinking facilities, rank these stores
Stores Rest Room Drinking Facility
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
8. Based on the following attributes, rank these stores
Stores Ease of location of desired category
Range of garment Range of acc.
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Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
9. Based on the following factors, rank these stores
Stores Membership Kids Play Area
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
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10. Based on the following, rank these stores
Stores Ease of Alter/exchange
In store Other facility
advertisement
Shoppers’ Stop
Lifestyle
Globus
Westside
Big bazaar
Pantaloons
11. Among the given stores, which do you think is the best? Why?
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