Description
Contains branding, achievements, brand values related to Shoppers Stop.
Its growth plans include seventeen new stores by 2011 dotted in cities like Amritsar, Ludhiana, Coimbatore, Durgapur and Ahmedabad, amongst several others. With greater economic freedom and scores of choices in the market, India is, today, on the threshold of a huge retail uprising. The country is already the fifth largest retail market in the world. Estimates have pegged the volume of trade in 2007 at Rs. 1,320,000 crore (US$ 330 billion), projected to grow to Rs. 1,708,000 crore (US$ 427 billion) by 2011 and to Rs. 2,548,000 crore (US$ 637 billion) by 2015. At the same time it is expected that organised retailing, currently languishing at 4% of total retail off take, will leap frog to 22% by 2010 (Source: A T Kearney Annual Global Retail Development
It won the Intelligent Enterprise Award for IT at the Technology Senate 2006. The company has been awarded the best window presentation at the VMRD retail design awards for 2007 and 2008. In the same year, Shoppers Stop put India on the international retail map by winning the Emerging Market Retailer of the Year at the World Retail Congress. B S Nagesh, Customer Care Associate and Managing Director, became the only Indian to be inducted into its Hall of Fame. The Intercontinental Group of Departmental Stores – IGDS, which as a policy selects only one member per country has awarded Shoppers Stop membership continuously since 1998.
History
The first Shoppers Stop outlet opened in an area of 2800 square feet in 1991. In the early days Shoppers Stop was a ready-to-wear men’s store. It added ladies wear in 1992 and in the following year unveiled the kids’ section and accessories which included jewellery, cosmetics and watches. Shoppers Stop was now a complete department store. In August 1993, institutional sales were introduced for corporate clients; 1994 saw the launch of STOP – the first in-house brand of merchandise. Shoppers Stop has since achieved unparalleled growth to emerge as a competent, strong and dependable brand. It has exploited its equity and leveraged its experience across a gamut of retail formats. This collective has created a basket of strengths drawn from each business. In turn this has allowed the company to become an iconic establishment. With success and experience to support it, Shoppers Stop expanded operations outside Mumbai. Bangalore opened in 1995, Hyderabad in 1998 and Jaipur and New Delhi in 1999. Expansion was part of Shoppers Stop’s original strategy. By 2001, it had entered Chennai and Pune; and in Mumbai it had opened stores in Chembur and Bandra. In 2002/03, it added four new stores including those in Kandivli and Mulund in Mumbai and in Gurgaon and Kolkata. 2004/05 was a year when Shoppers Stop opened its second stores in Kolkata, Bangalore and Pune. It also opened its seventh store in Mumbai in Juhu and made its entry into Ghaziabad – a Delhi suburb in the state of Uttar Pradesh. In 2006, Shoppers Stop entered Lucknow. In 2007, the company launched three new stores: Noida in April; in July came its 135,000
Market
It is no exaggeration to suggest that the evolution of Indian retail began in 1991, in Andheri, a suburb of Mumbai, when the K. Raheja Corp (C L Raheja Group) began executing its vision of providing the Indian consumer their first experience of shopping in the way the developed world does. Today, seventeen years later, the markets have begun to evolve as both consumers and retailers come to grips with the metamorphosis. During these years of churn Shoppers Stop has maintained its leadership status and by continuing to be relevant to changing consumer needs has strengthened its position in the department store category. From a modest 50,000 square feet in its earliest days, the brand today has a commanding presence across India with 24 stores in twelve cities – Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Jaipur, Lucknow, Gurgaon, Ghaziabad and Noida – covering an area of more than 1.5 million square feet.
Index, 2007). Clearly, in initiating a new retail experience, Shoppers Stop has created the platform for the coming retail revolution.
Achievements
If awards are a measure of success, then Shoppers Stop has many reasons to be proud. It received the Most Favoured Retail Destination for 2004; the Retail Destination of the Year at the India Retail Forum in 2005; the Advertising Campaign of the Year at the CMAI apex awards, three years in a row, from 2004; the Gold Shield for Excellence in Financial Reporting in January 2007 given by ICAI. The brand also won the ICICI Bank’s Loyalty Programme of the Year Award in 2005. In 2006 it was recognised as the Most Respected Company in the Retail Sector by Business World – for the second year in a row.
square feet outlet – the country’s largest – at Rajouri Gardens in Delhi followed by one in Saket in December. A year earlier, the company had launched a new format HomeStop in Bangalore. Spread across a massive 30,000 square feet, HomeStop had everything that a consumer might need for a home: furniture, soft furnishings, bed and bath linen, kitchen and dining accessories as well as decorative items. This was a first-of-its-kind offering in the home category. Today there are three Homestops in the country. In 2007/08 the brand launched the all new format, Arcelia, in two cities Pune and Delhi. Arcelia caters to the needs of those consumers seeking high-end cosmetics, perfumes accessories, jewellery, handbags etc. This new retail concept places a strong emphasis on experience and indulgence.
Product
Shoppers Stop which in the early 1990s had defined what organised retailing would deliver to the consumer continues to define the space even today. The company retails a range of branded apparel, footwear, fragrances, cosmetics, jewellery, leather products, home products, books, music and toys. These are complemented by café’s and other related services. At Shoppers Stop stores, more than 200 Indian and international brands – FCUK, Calvin Klein, Esprit, Louis Philippe, Pepe, Arrow, Biba and several other favourites, are all on display. These are complemented by the company’s own exclusive brands like Stop, Life, Insense, Haute Curry, Vettorio Fratini to name a few.
Recent Developments
One of the most significant features of Shoppers Stop is the investment
they have made in joint ventures, licenses and franchise agreements and the addition of new formats. Part of the company’s offerings are: Crossword, a leisure bookstore; HomeStop, a format which retails hard and soft furnishings and home accessories. Currently, HomeStop operate three stores – one each in Mumbai, Bangalore and Delhi; Brio – the café bistro and Desi Café, which offer fine Western and Indian casual foods and beverages. Today, twenty Brio cafés and restaurants and three Desi Café’s are functional across the country; Hypercity, a huge, cavernous food, grocery, general merchandise and apparel outlet. The one Hypercity store in operation today, Hypercity-Argos, covers 124,000 square feet of shopping pleasure. It represents new formats of retailing: catalogue stores, call and collect stores, internet retail website and telephone orders. M.A.C., stores function under a supply and license agreement with the international cosmetics major, Estee Lauder; Arcelia, is a new retail concept offering cosmetics, fragrances, fine jewellery, handbags etc and targeting the premium segment; Mothercare, the famous UK brand has been brought to India under an exclusive franchisee agreement. Eighteen Mothercare stores are operational selling products for expectant mothers, babies, toddlers and children. Shoppers Stop has also forayed into airport retailing through a joint venture with the Nuance Group of Switzerland. The company has already bagged contracts to operate outlets at the international airports at Bangalore and Hyderabad. Timezone, with centres in Mumbai, Ahmedabad, Kolkata and Hyderabad marks Shoppers Stop’s entry into family entertainment centres.
analysing consumer needs and then working towards fulfilling them. Amongst the many unique initiatives, typical to Shoppers Stop, is a trial room with day and night lighting options, borne from the finding that many women wish to see how a garment will look at both times of the day. Shoppers Stop in-store radio is another initiative; it’s been created keeping in mind that the customers’ choice of music influences their shopping behaviour even as it upgrades the store’s ambience The fact that the customer always comes first has been demonstrated by Shoppers Stop developing the concept of the Customer Care Associate designation for all its employees. The intent was merely to create a focus and move from simple customer service to customer delight. In attempting to build value from neglected touch points – and in line with its upgraded fashion retailer position – Shoppers Stop has launched a series of collectable thematic shopping bags. The first in the series is ‘fashion through the ages.’ Shoppers Stop has always been alive to its social responsibilities. In its latest initiative, Shoppers Stop has planted more than 150,000 neem saplings. To encourage its clients to participate in this Greening of India campaign seed sachets are attached to all ‘Life’ merchandise at the stores.
Brand Values
Based on consumer feedback and market research Shoppers Stop has revamped its entire product and brand strategy. The rebranding exercise, therefore, reflects a philosophy change; from being just a shopping experience, Shoppers Stop has now repositioned itself as the ‘Bridge to Luxury’ store. The new logo has an international look and a timeless appeal. It is a reflection of Shoppers Stop’s character of being a trusted and inspiring guide in the world of fashion, a progressive and dynamic brand, which is both imaginative and a thought leader. Its core values of trust, comfort and warmth, however, remain unchanged and undiminished. Keeping in mind the entire ‘Bridge to Luxury’ platform and the fact that luxury brands project a flaunt value which signifies ‘having arrived’ a new symbol has been created for Shoppers Stop. The symbol, created out of the initials ‘SS’ expresses the infinite possibilities that the brand promises. The new baseline – Start Something New – encourages audiences to upgrade to the next level – and experience the future.
www.shoppersstop.com
THINGS YOU DIDN’T KNOW ABOUT
Shoppers Stop
In 1999, Shoppers Stop became the first retailer in India to adopt and practice Enterprise Resource Planning Shoppers Stop hosted a carnival with four Disney characters – Mickey, Minnie, Donald and Goofy – in their first joint appearance in India In a single day Shoppers Stop sold more RayBan sunglasses than any other outlet in the world Shoppers Stop is in the Guinness Book of world records for the longest tie ever fabricated
Promotion
The secret to Shoppers Stop’s success lies in its consumer-driven character. It spends time
doc_988957553.pdf
Contains branding, achievements, brand values related to Shoppers Stop.
Its growth plans include seventeen new stores by 2011 dotted in cities like Amritsar, Ludhiana, Coimbatore, Durgapur and Ahmedabad, amongst several others. With greater economic freedom and scores of choices in the market, India is, today, on the threshold of a huge retail uprising. The country is already the fifth largest retail market in the world. Estimates have pegged the volume of trade in 2007 at Rs. 1,320,000 crore (US$ 330 billion), projected to grow to Rs. 1,708,000 crore (US$ 427 billion) by 2011 and to Rs. 2,548,000 crore (US$ 637 billion) by 2015. At the same time it is expected that organised retailing, currently languishing at 4% of total retail off take, will leap frog to 22% by 2010 (Source: A T Kearney Annual Global Retail Development
It won the Intelligent Enterprise Award for IT at the Technology Senate 2006. The company has been awarded the best window presentation at the VMRD retail design awards for 2007 and 2008. In the same year, Shoppers Stop put India on the international retail map by winning the Emerging Market Retailer of the Year at the World Retail Congress. B S Nagesh, Customer Care Associate and Managing Director, became the only Indian to be inducted into its Hall of Fame. The Intercontinental Group of Departmental Stores – IGDS, which as a policy selects only one member per country has awarded Shoppers Stop membership continuously since 1998.
History
The first Shoppers Stop outlet opened in an area of 2800 square feet in 1991. In the early days Shoppers Stop was a ready-to-wear men’s store. It added ladies wear in 1992 and in the following year unveiled the kids’ section and accessories which included jewellery, cosmetics and watches. Shoppers Stop was now a complete department store. In August 1993, institutional sales were introduced for corporate clients; 1994 saw the launch of STOP – the first in-house brand of merchandise. Shoppers Stop has since achieved unparalleled growth to emerge as a competent, strong and dependable brand. It has exploited its equity and leveraged its experience across a gamut of retail formats. This collective has created a basket of strengths drawn from each business. In turn this has allowed the company to become an iconic establishment. With success and experience to support it, Shoppers Stop expanded operations outside Mumbai. Bangalore opened in 1995, Hyderabad in 1998 and Jaipur and New Delhi in 1999. Expansion was part of Shoppers Stop’s original strategy. By 2001, it had entered Chennai and Pune; and in Mumbai it had opened stores in Chembur and Bandra. In 2002/03, it added four new stores including those in Kandivli and Mulund in Mumbai and in Gurgaon and Kolkata. 2004/05 was a year when Shoppers Stop opened its second stores in Kolkata, Bangalore and Pune. It also opened its seventh store in Mumbai in Juhu and made its entry into Ghaziabad – a Delhi suburb in the state of Uttar Pradesh. In 2006, Shoppers Stop entered Lucknow. In 2007, the company launched three new stores: Noida in April; in July came its 135,000
Market
It is no exaggeration to suggest that the evolution of Indian retail began in 1991, in Andheri, a suburb of Mumbai, when the K. Raheja Corp (C L Raheja Group) began executing its vision of providing the Indian consumer their first experience of shopping in the way the developed world does. Today, seventeen years later, the markets have begun to evolve as both consumers and retailers come to grips with the metamorphosis. During these years of churn Shoppers Stop has maintained its leadership status and by continuing to be relevant to changing consumer needs has strengthened its position in the department store category. From a modest 50,000 square feet in its earliest days, the brand today has a commanding presence across India with 24 stores in twelve cities – Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Jaipur, Lucknow, Gurgaon, Ghaziabad and Noida – covering an area of more than 1.5 million square feet.
Index, 2007). Clearly, in initiating a new retail experience, Shoppers Stop has created the platform for the coming retail revolution.
Achievements
If awards are a measure of success, then Shoppers Stop has many reasons to be proud. It received the Most Favoured Retail Destination for 2004; the Retail Destination of the Year at the India Retail Forum in 2005; the Advertising Campaign of the Year at the CMAI apex awards, three years in a row, from 2004; the Gold Shield for Excellence in Financial Reporting in January 2007 given by ICAI. The brand also won the ICICI Bank’s Loyalty Programme of the Year Award in 2005. In 2006 it was recognised as the Most Respected Company in the Retail Sector by Business World – for the second year in a row.
square feet outlet – the country’s largest – at Rajouri Gardens in Delhi followed by one in Saket in December. A year earlier, the company had launched a new format HomeStop in Bangalore. Spread across a massive 30,000 square feet, HomeStop had everything that a consumer might need for a home: furniture, soft furnishings, bed and bath linen, kitchen and dining accessories as well as decorative items. This was a first-of-its-kind offering in the home category. Today there are three Homestops in the country. In 2007/08 the brand launched the all new format, Arcelia, in two cities Pune and Delhi. Arcelia caters to the needs of those consumers seeking high-end cosmetics, perfumes accessories, jewellery, handbags etc. This new retail concept places a strong emphasis on experience and indulgence.
Product
Shoppers Stop which in the early 1990s had defined what organised retailing would deliver to the consumer continues to define the space even today. The company retails a range of branded apparel, footwear, fragrances, cosmetics, jewellery, leather products, home products, books, music and toys. These are complemented by café’s and other related services. At Shoppers Stop stores, more than 200 Indian and international brands – FCUK, Calvin Klein, Esprit, Louis Philippe, Pepe, Arrow, Biba and several other favourites, are all on display. These are complemented by the company’s own exclusive brands like Stop, Life, Insense, Haute Curry, Vettorio Fratini to name a few.
Recent Developments
One of the most significant features of Shoppers Stop is the investment
they have made in joint ventures, licenses and franchise agreements and the addition of new formats. Part of the company’s offerings are: Crossword, a leisure bookstore; HomeStop, a format which retails hard and soft furnishings and home accessories. Currently, HomeStop operate three stores – one each in Mumbai, Bangalore and Delhi; Brio – the café bistro and Desi Café, which offer fine Western and Indian casual foods and beverages. Today, twenty Brio cafés and restaurants and three Desi Café’s are functional across the country; Hypercity, a huge, cavernous food, grocery, general merchandise and apparel outlet. The one Hypercity store in operation today, Hypercity-Argos, covers 124,000 square feet of shopping pleasure. It represents new formats of retailing: catalogue stores, call and collect stores, internet retail website and telephone orders. M.A.C., stores function under a supply and license agreement with the international cosmetics major, Estee Lauder; Arcelia, is a new retail concept offering cosmetics, fragrances, fine jewellery, handbags etc and targeting the premium segment; Mothercare, the famous UK brand has been brought to India under an exclusive franchisee agreement. Eighteen Mothercare stores are operational selling products for expectant mothers, babies, toddlers and children. Shoppers Stop has also forayed into airport retailing through a joint venture with the Nuance Group of Switzerland. The company has already bagged contracts to operate outlets at the international airports at Bangalore and Hyderabad. Timezone, with centres in Mumbai, Ahmedabad, Kolkata and Hyderabad marks Shoppers Stop’s entry into family entertainment centres.
analysing consumer needs and then working towards fulfilling them. Amongst the many unique initiatives, typical to Shoppers Stop, is a trial room with day and night lighting options, borne from the finding that many women wish to see how a garment will look at both times of the day. Shoppers Stop in-store radio is another initiative; it’s been created keeping in mind that the customers’ choice of music influences their shopping behaviour even as it upgrades the store’s ambience The fact that the customer always comes first has been demonstrated by Shoppers Stop developing the concept of the Customer Care Associate designation for all its employees. The intent was merely to create a focus and move from simple customer service to customer delight. In attempting to build value from neglected touch points – and in line with its upgraded fashion retailer position – Shoppers Stop has launched a series of collectable thematic shopping bags. The first in the series is ‘fashion through the ages.’ Shoppers Stop has always been alive to its social responsibilities. In its latest initiative, Shoppers Stop has planted more than 150,000 neem saplings. To encourage its clients to participate in this Greening of India campaign seed sachets are attached to all ‘Life’ merchandise at the stores.
Brand Values
Based on consumer feedback and market research Shoppers Stop has revamped its entire product and brand strategy. The rebranding exercise, therefore, reflects a philosophy change; from being just a shopping experience, Shoppers Stop has now repositioned itself as the ‘Bridge to Luxury’ store. The new logo has an international look and a timeless appeal. It is a reflection of Shoppers Stop’s character of being a trusted and inspiring guide in the world of fashion, a progressive and dynamic brand, which is both imaginative and a thought leader. Its core values of trust, comfort and warmth, however, remain unchanged and undiminished. Keeping in mind the entire ‘Bridge to Luxury’ platform and the fact that luxury brands project a flaunt value which signifies ‘having arrived’ a new symbol has been created for Shoppers Stop. The symbol, created out of the initials ‘SS’ expresses the infinite possibilities that the brand promises. The new baseline – Start Something New – encourages audiences to upgrade to the next level – and experience the future.
www.shoppersstop.com
THINGS YOU DIDN’T KNOW ABOUT
Shoppers Stop
In 1999, Shoppers Stop became the first retailer in India to adopt and practice Enterprise Resource Planning Shoppers Stop hosted a carnival with four Disney characters – Mickey, Minnie, Donald and Goofy – in their first joint appearance in India In a single day Shoppers Stop sold more RayBan sunglasses than any other outlet in the world Shoppers Stop is in the Guinness Book of world records for the longest tie ever fabricated
Promotion
The secret to Shoppers Stop’s success lies in its consumer-driven character. It spends time
doc_988957553.pdf