Understand the growth of Shoppers Stop

Submitted to : Ms. Krithika G.K

Submitted By :

Aanu Varghese

Sagrika Padha

Mohommad E Shafi

Srishti Raut

Marguerite Vincent

NIFT

MFM - II

Subject: Fashion Retail & Mall Management

Report on Shoppers Stop Ltd

Date : 03/02/2015

Table Of Contents

1. Introduction 3

2. History Of Shoppers stop & Evolution 4

3. Organisation Structure 7

4. Understanding Shoppers Stop 8

4.1 Store Format: 8

4.2 Product Mix 9

4.3 Target Market & Customers 12

5. Company Size 13

6. Mission 15

7. Vision 15

8. Positioning 16

9. Objectives 16

10. Store Locations 17

11. Company Policy 18

12. Brand Status 19

13. Expansion Plans 20

14. Competitors of Shoppers Stop 21

15. Shoppers Stop CSR activities (Corporate Social Responsibility) 22

16. Financial Highlights 24

17. Conclusion 26

18. Bibliography 27

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1. Introduction

Retail   is the process of selling consumer goods and/or services to customers through multiple

channels of distribution to earn a profit. Demand is created through diverse target markets and

promotional tactics, satisfying consumers' wants and needs through a lean supply chain.

Retail management can be very useful promoting greater sales and customer satisfaction by gaining

a better understanding of the   consumers   of   goods and services   produced   by a   company.

A typical retail management strategy for a manufacturing business might research the retail process

that distributes the finished products created by the business to consumers to determine and satisfy

what buyers want and require.Retailing in India is one of the pillars of its economy and accounts for

14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 500 billion and one of

the top five retail markets in the world by economic value. India is one of the fastest growing retail

markets in the world, with 1.2 billion people.

Indian market has high complexities in terms of a wide geographic spread and distinct consumer

preferences varying by each region necessitating a need for localization even within the geographic

zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita

at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the

world.1.8 million households in India have an annual income of over 4.5 million (US$70,650.00).

While India presents a large market opportunity given the number and increasing purchasing power

of consumers, there are significant challenges as well given that over 90% of trade is conducted

through independent local stores. Challenges include: Geographically dispersed population, small

ticket sizes, complex distribution network, little use of IT systems, limitations of mass media and

existence of counterfeit goods.A 2012 PWC report states that modern retailing has a 5% market

share in India with about $27 billion in sales, and is growing at 15 to 20% per year. As a part of this

project we focused on Shoppers Stop Ltd.

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2. History Of Shoppers Stop & Evolution

A part of the K. Raheja Corp Group, Shoppers Stop Ltd (SSL) began its journey in the retail

industry in 1991. Later in 1997, the company was incorporated. The company started from a single

brand shop to becoming a fashion and lifestyle store for the family and has been a pioneer in the

field of Loyalty programs in the Retail industry with its ‘First Citizens Club’.

Shopper's Stop has signed a non–exclusive retail agreement with cosmetic major Estee Lauder to

open MAC Cosmetics stores in India with 4 MAC stores operating in Bengaluru, Delhi and 2 in

Mumbai. Airport retailing is also now a part of it illustrious portfolio after entering into joint

venture with The Nuance Group AG of Switzerland and currently it has outlets at international

airports at Bengaluru and Hyderabad.

The commendable fact is that the largest department store in the country is the Shopper's Stop store

located at Rajouri in New Delhi .The company owns subsidiaries namely Crossword Bookstores,

Upasna Trading, Shopper's Stop.Com (India), Shopper's Stop Services (India) and Gateway

Multichannel Retail (India).

2.1 Milestones

Year Event

1991 Ivory Properties & Hotels Limited (IPHL) opened its first Shoppers' Stop store selling

men's wear at Andheri (Mumbai)

1992 - 1993 Expanded merchandise portfolio with introducing Ladies wear, Casuals,

Kidswear and Non-apparel section(Jewellery, Fragnances, Cosmetics and

Watches) making Shoppers Stop India’s first ever departmental store

1994 Introduced the first In-house brand of ‘STOP’ & began the ‘First Citizens Loyalty

program’

1995 Beginning of the expansion of Shoppers stop , second store in Bengaluru

1997 - Launched a co- branded credit card for its loyalty members in association

with HSBC.

- Shoppers Stop incorporated as a body corporate 

Year

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1998 - Sole retailer to be awarded the Intercontinental Group of Department

Stores (IGDS) membership 

- Opened third store in Hyderabad

1999 -   Implemented JDA Retail Enterprise Resource Planning(ERP). First

retailer to adopt ERP.

- Retail revolution began in North India with the launch of stores in Ansal

Plaza(Delhi) and Jaipur (4th & 5th store)

2000 - Acquired Crossword-India’s leading retail book chain 

- Opened stores at Chennai and Chembur (Mumbai ) (6th & 7th store)

2001 Opened stores in Pune and Bandra (8th and 9th store)

2002 Opened store in Kandivli (Mumbai) (10th store)

2003 Stepped into East with the launch of store in Kolkata. Also opened stores in

Mulund(Mumbai) and Gurgaon (11th, 12th & 13th )

2004 - Opened stores in Malad (Mumbai), Kolkata and Bangalore(14th, 15th

&16th)

- Voted as India’s most favoured retail destination of the year by Images

Retail Reward

2005 - Opened stores in Pune, Juhu (Mumbai), Bangalore and Ghaziabad (17th ,

18th, 19th and 20th )

- Brand positioning changed from “Feel the experience to Shopping. And

beyond”

- HomeStop- Home need specialist store launched in Bengaluru .

- Launched MAC.

- Crossword became a wholly owned subsidiary

- IPO oversubscribed overall by 17.25 times.

2006 - Opened stores in Mumbai and Lucknow (21st and 22nd )

- Launched Mothercare in India and F&B outlets Brio and Desi Caf.

- Bought 45% of Timezone India

- Declared “Retailer of the Year” at Images Fashion Forum

EventYear

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2007 - Created movie merchandise history with unveiling of the Om Shanti Om

collection

- Signed a 50:50 JV with the Nuance Group for Airport Retailing

- Signed an MOU with Home Retail Group of UK to enter into a franchise

arrangement for the Agro formats of catalogue & internet retailing

2008 - Shoppers stop repositioned and reinvented as a “Bridge to luxury” brand

with unveiling of the new logo and tagline, “START SOMETHING NEW”

- Awarded the “Emerging market retailer of the Year” at the World Retail

congress in April 2008

2009 Pioneered mascot licensing in the categories through exclusive tie-up for

certain products with Vodafone for their product brand mascot Zoozoo

2010 Increased stake in Hypercity Retail (India) Limited to 51%

2011 - Expanded to 49 stores across 22 cities

- Recognized as ‘Most Respected Company in Retail Sector’ by Business

World

2012 - Shoppers Stop - Rohini store has received VMRD Retail Design Awards.

- The Company has opened one Clinique store at 1 M. G. Road Mall,

Bengaluru.

- The Company began retailing M.A.C at "Inorbit Malls” Hyderabad.

- National Education & Human Resource Development Organization has

awarded "Top Class Brand Award 2012 - 2013" to the Company. Mr.

Govind Shrikhande - Managing Director of the Company has been

awarded with "Rashtriya Udyog Ratna Award".

2013 Shoppers Stop operations expanded to 65 stores in 28 cities

2014 Shoppers Stop operations expanded to 73 stores in 35 cities

EventYear

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3. Organisation Structure

Shoppers Stop Ltd (SSL) functions under the Diversified Retail organisation structure, wherein

SSL operates in multiple markets on a national level , engaging the consumer and dressing every

need of the consumer. Due to this the scale of operations that SSL works under is a mammoth and

hence efficient allocation of resources becomes of prime importance. SSL follows a decision

making strategy which strikes a balance between decentralised & centralised decision making.

The process designs are decided centrally whereas the rolling out of day to day processes are

tackled at individual store levels.

Below is the centralised level of the Retail Organisation :

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Executive Team

Mr.Govind Shrikhande (Customer Care Associate & Managing Director ) ,

Mr. Salil Nair (Customer Care Associate & Chief Executive Officer ) ,

Mr. Sanjay Chakravarti ( Customer Care Associate & Chief Financial Officer)

Board of Directors

Mr. Chandru L. Raheja (Chairman), Mr. Ravi C. Raheja (Non-Executive Director), Mr. Neel Raheja,

Mr. B. S. Nagesh (Customer Care Associate, Vice Chairman) , Prof. Nitin J. Sanghavi, Mr. Deepak

Ghaisas, Mr. Nirvik Singh , Mr. Avnish Bajaj , Ms. Abanti Sankaranarayanan , Mr. Manish Chokhani ,

Mr. Gareth Thomas, Mr. Govind Shrikhande (Customer Care Associate & Managing Director)

4. Understanding Shoppers Stop

4.1 Store Format:

Shopper Stop (SS) has progressed from being a single brand shop to a family oriented fashion and

lifestyle store. Shopper stop operates under the lifestyle departmental store format, and is one of the

pioneers of the large format stores in India. The commendable fact is that the largest department

store in the country is the Shopper's Stop store located at Rajouri in New Delhi. The store

recognises itself to be a premium lifestyle department.

When it comes to their store format SS focuses on the following 3 elements that are integral to its

growth:

1. Delivering higher level of sensory experience by offering fashionable merchandise, great store

layout & ambience, educated staff & events for complete shopping experience 

2. Contemporising  the product basket to offer premium value

3. Sustaining leadership in the department store format through the optimal enforcement of the

above 2 factors & through pan India presence, efficient processes & excellent service quality.

Other formats introduced :

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Department Stores Shoppers Stop Speciality Retailing

HypermarketHypercity

Homeproducts RetailingHomestop

Beauty, Cosmetics Retailing-

MAC, Estee Lauder Clinique

CrosswordParenting Products-

Mothercare

Shoppers Stop Ltd

4.2 Product Mix

4.2.A Merchandise Mix

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Mens Womens Kids Home & Travel Cosmetics & Fragrances

Men’s Apparel 

• Shirts

• Trousers

• Jeans

• T-shirt & Polo’s

• Kurta, Pyjamas

& Stoles

• Ties

• Innerwear

• Winter wear

Men’s accessories 

• Wallets

• Belts

• W r i t i n g

Instruments.

• Watches

• Sunglasses

• Cufflinks

• Socks &

• Footwear

Women’s Apparel

• Shirts

• Bottom wear

• Jeans

• Co-ordinated Set

• Ready to Stitch

• Skirts

• Dresses

• Lingerie

• Night wear

• Winter wear

Women’s Accessories

• Handbags

• Fashion Jewellery

• Watches

• Sunglasses

• Instruments

• Socks

• Footwear

Kids Apparel

• Shirts

• Bottom wear

• Jeans

• Skirts

• Dresses

• Night wear

• Winter wear

Kids’s Accessories

• Bags

• F a s h i o n

Jewellery

• Watches

• Sunglasses

• Footwear

• Socks

• Toys

Home Linen

Home Furnishings

Travel Cases &

Accessories

Perfumes &

Deodorants

Cosmetics

4.2.B Brand Portfolio

Premium Brands

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These are just some of the premium brands that they retail versus their competitors

Private Labels

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The above brands are all the private labels of Shoppers Stop that are exclusively retail

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Other than the above mentioned brands they also house the following :

Apparels : Arrow, Louis Phillipie, Park Avenue , Parx, Van Heusen, Zodiac , Blackberries, Killer,

Lee Cooper, Wrangler, Allen Solly, Provouge, Wills & many more

Jewellery : Facet , Carbon , Sparkles , Tanishq FQ , Swaroski , Gili , Oyzsterbay , Swarovski,

Estelle & many more

Shoes : Lee Cooper, Red Tape , Picasso & many more

Home Décor : Yamini , Four Seasons, Viva, Welspun, Borosil & many more

Fragrances : Christian Dior, YSL , Davidoff , Joop , Diesel , Lancaster , Nicos & many more

Watches : Casio , Esprit , Fossil , Titan & many more

Diversified Portfolio (2011) :

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59%

41%

Non Apparels Apparels

4.3 Target Market & Customers

I. Demographics :

1. Age - 16 years to 40 years

2. Gender - Majority of the target market is Women (55%) & Men (45%)

3. Education - Graduate & above

4. Type of Family - Mostly Nuclear, modern families who are well educated

5. Socio-Economic Classification - Sec AI & AII

6. Martial Status - Majority is married, yet a certain segment is single (20%)

II. Geographic Location : Tier I & Tier II

III. Behavioural :

These individuals like to keep themselves updated with the latest brands & convenience to shop is

of utmost importance to them. They like to have the latest first & are fashion conscious & brands

matter. Affordability is not much of an aspect while shopping but value of money is a definite

purchase driver. They prefer shopping at Malls as it helps them do other actives too & is a source of

entertainment.

According to a survey done by Customer Satisfaction Management & Measurement affiliated with

IMRB , the customers of Shoppers Stop are segment as follows :

Premium -Conscious Value - Conscious Time-Conscious

Percentage of Shoppers

26 46 28

Socio - Economic

Class

AI AII AI

Age Group ( Years)

15-40 15-35 15-40

Shopping Habits

Visits with Family & Friends.

80% are First Citizens

Visits with Family & Friends.Are most likely to be walk-ins

Visits with Friends & families. Almost 70%

are first citizens

Spend High Average Average

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5. Company Size

Highlights:

• Gross Retail Turnover touches Rs. 675.5 crores; a jump of 13.6% over Q1FY14

• Like-to-like growth at 3.7%.

• EBIDTA at Rs. 30.8 crore a growth of 32% over Q1FY14

• 1 Lakh plus members added to First Citizen Loyalty Programme

• Crossed 5.68 million fans on Facebook

• Total stores added in the quarter: 2 Shoppers Stop store, 5 Crossword stores, 3 M.A.C, 1 Bobbi

Brown and 2 Clinique

• Total Retail area –40.13 lacs sq.ft

• Total First Citizens members – 34.06 lacs

Market Share:  Shoppers’ Stop (SS) is the leading department store company in India. It is the

second largest retail Group in India after Pantaloons. It has built robust management systems to

capitalize on the growth potential in the organized retail space, particularly the department store

segment. However, the stock has priced in the bulk of its upside potential leaving little room for

positive surprise, in our view. SS enjoys a unique advantage of having a strong presence in the

niche department store segment, which is likely to face limited competition from both foreign and

domestic players. In our view, income elasticity in this business segment is high, and as India per

capita incomes grows, SS should capitalize on its growth potential. The company has a strong, loyal

customer base, relatively high earnings visibility and low business risk.

Turnover: The company reported a gross retail turnover of Rs.675.5 crores for the quarter ended

June 30th, 2014 as against Rs. 594.8 crore in the corresponding period last year; up 13.6%..

Employees: 1400+

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Retail Strategy :

• On an average stores 30000 pieces of different products.

• Merchandise sourced from 250 exporters in Delhi, Mumbai, Bangalore

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

• Carries 63 days of stock.

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 the year 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.

Acquisition of Hypercity- A hypermarket retail chain in 2010.

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6. Mission

‘It’s Magical, It’s Comfortable, It’s My Store’.

They offer their customers a shopping experience, comprising a vast range of lifestyle merchandise,

various services and aspirational products made available to them in a globally benchmarked

shopping environment and complemented by superior customer service. They benchmark with

global retailers, and strive to enhance their service offering in line with the emerging global trends.

7. Vision

To be a global retailer in India and maintain its No.1 position in the Indian market in the

Department Store category. 

They are clearly focusing on the Indian market, which they believe offers tremendous opportunities

to department stores. At the same time, they benchmark themselves with leading retailers in the

segment worldwide. It is the constant endeavour to bring in global best practices into the business

and consistently upgrade themselves to offer to the customers an international shopping experience.

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8. Positioning

The ‘Bridge to luxury’ position of the brand is supported by the fact that Shoppers Stop today

presents the widest range of international premium brands like   French Connection, Tommy

Hilfiger, Esprit, CK Jeans, Gas,  Lancome, MAC, Chanel to name a few. It has also taken fashion to

the next level through some of its exclusive brands like Insense, Haute Curry as well as Push and

Shove which bring the absolute latest in trends and fashion to the Indian consumer

Keeping in mind the entire 'bridge to luxury' positioning & the fact that luxury brands have a flaunt

value that symbolises ‘Having arrived,' there is a new symbol that has been created for Shoppers

Stop. The symbol, which is created out of the initials 'SS' provides a cue of infinity and delivers the

message of the infinite possibilities that the brand promises.

9. Objectives

Their main objective is to satisfy the consumers all needs under one roof top. The idea is to provide

the complete set of options that would be a part of the Consumers consideration set.

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10. Store Locations

Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain

of department stores under the name “Shoppers’ Stop” in India. Shoppers Stop has 74 stores across

35 cities in India. Shoppers Stop has reached out to customers across India, and also to NRIs,

through its e-commerce website, www.shoppersstop.com, which delivers to more than 500 cities

and towns across the country. The online shopping website offers the ease and convenience to shop

for leading lifestyle brands, from anywhere with secure payment options.

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City SS Dept.

Amritsar 1

Bangalore 5

Chennai 2

Delhi 5

Gurgaon 1

Hyderabad 4

Jaipur 2

Kolkatta 3

Lucknow 1

Mumbai 8

Noida 1

Pune 3

Ghaziabad 1

Siliguri 1

Durgapur 1

Bhopal 1

Aurangabad 1

Indore 1

Vijayawada 1

Total 43

11. Company Policy

Privacy Policy

Shoppers Stop is committed to protecting privacy. It is important to them that their customers

retain their privacy while taking advantage of the services that they have to offer. They adhere to the

following basic principles:   

1. They employ the highest levels of security to keep personal information strictly confidential. 

2. They will not disclose or sell any of your personal information.  

3. Although we use cookie technology to help users navigate our site efficiently they never use

cookies to store personal information.  

Shipping Policy

They currently offer FREE DELIVERY on all orders. You do not pay any shipping charges on ANY

orders placed on shoppersstop.com.

The large majority of their orders are shipped within 3 working days of the order, and delivered in

2-3 days from shipping. They ship through leading courier services, and one can track his/her order

online after it is shipped. In the unlikely event when they are unable to deliver any items customers

will not be charged for that item, or shall be refunded the full amount charged for the item.

Exchange And Return Policy

Their exchange policy is lenient as they state :

They are responsible for what we sell. If you are not completely satisfied with your purchase, you

can return most items to us within 14 days of delivery to get a 100% refund.

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12. Brand Status

The brand by nature is a national brand with its presence pan India.

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 fulfilment: 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. Shoppers Stop has upgraded its positioning to a 'bridge to luxury' store and

continues to reinforce its position as a leader in the fashion retail industry.The company’s new

logo's look and appeal is a reflection of Shoppers Stop brand's character of being a trusted and

inspiring guide' in the world of fashion, and a progressive and dynamic brand.

The new baseline of the brand, 'Start Something New', encourages customers to take a step ahead to

upgrade themselves to the next level in life. It encourages customers to step out of the box and do

things that they've always wanted to but never had the time for.The new brand philosophy promises

to help customers move up to what the world is advancing to; even bringing them experiences that

they may not have yet imagined..

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13. Expansion Plans

Shoppers Stop's expansion plans for this financial year (2014/15) are very much on track. The

lifestyle retailer opened eight new stores in this fiscal (2014/15), but in the following fiscal

(2015/16), the plan is to open only around three-to-four stores. 

The company, however, will reduce its focus on several of its not so well-performing categories,

such as fine jewellery and electronics. Instead of jewellery, Shoppers Stop will focus on the beauty

and personal accessories divisions.

The company has taken the share of its fashion business to 13 per cent, and plans to take it to 15 per

cent in the coming year, as that would directly impact the profitability of the business.

There will also be a move towards smaller format stores; along with rightsizing some of the larger

format HyperCity stores. The company believes that small format stores can turn around or start

making money within 12 to 18 months versus 36 to 48 months required for a big format store.

They have already reduced its store sizes in cities such as Amritsar and Ahmedabad, and will now

resize its store in Hyderabad and the ones at Vashi and Malad in Mumbai.

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14. Competitors Of Shoppers Stop

The main competitors of Shoppers Stop on a national level are as follows :

• Lifestyle

• Future Retail Group

• Pantaloons( Aditya Birla Retail group)

• Westside

E-commerce :

• KOOVS

• Jabong

• Myntra

S.W.O.T Analysis

Strength - A strong presence across India

- First - movers advantage

- Brand awareness is high & is favoured amongst its target market

- Varied brand portfolio, that also offers premium brands & also pocket

friendly brands that attract all kinds of customers

- Caters to wide audience

- Constantly innovating itself with respect to its merchandise

Weakness - It has lesser promotional strategies on both ATL and BTL level compared

to global leaders

- It always follows low risk strategy in business or entering into new

segment\

Opportunites - Big opportunity to enter into new geographies nationally

- Foreign players see it as preferred partner for making investment in India

Threats - Growing competition with the retail industry , has made the market grow

but created high competition

- E commerce is also a fast growing platform for retailing

- Price points are the biggest game changers

- International brands entering market by opening exclusive stores could

also be a threat as SS caters with premium brands too

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15. Shoppers Stop Csr Activities (Corporate Social Responsibility)

In 2014, Shoppers Stop launched Green initiatives in order to be more eco-friendly. These eco-

friendly practices started back in 2007 when Shoppers Stop began its “Energy Management Policy”

to conserve energy.

Shoppers Stop, in its Green initiatives, started by following the 3Rs rules: Reuse, Reduce,

Recycle. Each R is important as we can for instance reuse old clothes or solar-renewable energy;

reduce power consumption, wastage in packaging or paper consumption; and also recycle rain

water, shopping bags etc…

1. Shoppers Stop installed solar panels on the rooftop of the

Mumbai store, providing continuous energy throughout the

shop until sunset.

2. Further in the Mumbai store, Shoppers Stop installed a

solar pipe system aiming to add more natural light in the store

during sunny days and bad weather days. Solar Pipe system

installed at Mumbai Store maximizes the concept of

Renewable Energy by reflecting, intensifying sunlight & even

normal daylight, down through a pure silver base mirror-

finish aluminum tube. 50% of the store lighting is eliminated.

3. So as to reduce its unit power consumption, Shoppers Stop

has changed its air conditioning system by adding a less

consuming one; it also has replaced all their light tubes by

LEDs, making its stores greener in the whole.

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4.Shoppers Stop has introduced a “Back To Earth” range of products

in Home products made of eco-friendly materials.In addition to

these Green initiatives, Shoppers Stop supports NGOs such as

Child Rights and You (CRY) and Concern India Foundation.

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16. Financial Highlights

Shoppers Stop Ltd will add 8 departmental and 2 Hypercity stores in FY15.  FY14 saw one of the

largest store additions in the last 23 years for SSL. 50% of SSL’s stores have opened in past three

years. In FY15, the summer sales season will remain for 6 weeks. All the stores, which were

renovated in Q1FY15, are mature and currently contribute more than 15% to overall sales of

Shoppers Stop’s departmental stores. 15-18 stores were renovated in past 5 years and after

renovation, sales growth has improved by 15-20% from earlier level.  

Annual Report 2013 - 2014:

The company has continued to ramp up its store presence, across the country, in all its formats, in

keeping with its vision of being a leader and pioneer in Indian modern retail. During the year, SSL

has launched 5 Shoppers Stop department stores, 2 Homestop stores, 8 MAC stores, 4 Clinique

stores and 1 Estee Store. For the year 2013–14, SSL has achieved revenues of Rs.2560 crores , up

by 17%. The Company's loyalty programme, The First Citizens Club and the membership of the

programme crossed the 34.06 lacs.

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Average Selling Price (INR)

0

275

550

825

1100

FY08 FY09 FY10 FY11 FY12 FY13

1,081977

913856821

759

Average Transaction Size (INR)

0

625

1250

1875

2500

FY08 FY09 FY10 FY11 FY12 FY13

2,4432,3212,311

2,0291,843

1,720

17. Conclusion

Shoppers Stop chapter in India is the one that is ever growing and expanding. The company has

managed to place itself in category of Premium retailing that has a multi brand offering which its

competitors are yet to achieve. Along with this their Loyalty program is one that has written the

ever successful chapter in the Indian Retailing. From the research that we understood the landscape

of the Indian retail industry & how Shoppers Stop has managed to capture a sizeable market

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18. Bibliography

• Cases in Marketing Management edited by Kenneth E. Clow, Donald Baack

• Retail Management By S.C. Bhatia

• http://corporate.shoppersstop.com/investors/annual-report.aspx

• http://www.moneycontrol.com/competition/shoppersstop/comparison/SS51#SS51

• IBEF.org

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