Description
Value Opportunity Analysis: Shopper's Stop
RETAIL BRAND MANAGEMENT
Shoppers Stop belongs to K. Raheja Group and was started in India in 1991, headquartered in Mumbai. It has more than 200 Stores at present and plans to expand further in the near future. 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 . Shoppers stop as per its positioning is concerned, is very clear about the target market and caters to the upper class consumers. “We are catering to the top 10-12 per cent of the market”-Mr B.S. Nagesh, Vice-Chairman (Non Executive Director)
ATTRIBUTES
Emotion Ergonomics Aesthetics Identity Impact Core Technology Quality
PERFORMANCE
5 4 4 5 4 4 5
Emotion: Shoppers Stop provides Sense of adventure by bringing in lot of excitement in shopping in terms of collections the kind of events sponsorship (fashion show, movies like Love Aj Kal, Om Shanti Om) it gives feeling of independence by displaying international designer brands as well. The brand provides a luxurious shopping experience to the shoppers. They have their confidence because of the brand name, and the premium attached with the brand name gives the consumers a feeling of power. Ergonomics: Shoppers Stop succeeds in providing a shopping experience. It has coffee shop for consumers to relax. By proper department wise categorizing the clothes and the brands it ensures comfort and ease of use. Aesthetics: LOGO of Shoppers Stop is black and white to create the kind of identity it wants to. “It is more classical, rich and authoritative, something Shoppers’ customers connect with. Black and white gives us a strong brand recall value.”- Govind Shrikhande, CCA & Chief Executive Officer. Even the events and associations (likes tourism Australia) has a premium value attached to it.
Identity: Shoppers Stop has very well differentiated itself from its competitors. It is targeting upper class and all its touch points has that feel be it the LOGO, advertisements, the international brands (FCUK, CK, ESPRIL , MAC etc) Impact: Hundreds of saplings planned to be planted as a part of the brand’s “Think Green” Campaign. This shows that other than having a social impact by being a lifestyle brand it even has an environment impact. Core Technology: Shoppers Stop adopts the latest technology that can be useful. Sending mails, Customer loyalty cards, etc. Quality: with its one month exchange policy for member and other terms it has a satisfactory service level. Products bought from Shoppers stop are considered to be Quality products. In all the other aspects as well it makes shopping quite an experience.
doc_431556045.doc
Value Opportunity Analysis: Shopper's Stop
RETAIL BRAND MANAGEMENT
Shoppers Stop belongs to K. Raheja Group and was started in India in 1991, headquartered in Mumbai. It has more than 200 Stores at present and plans to expand further in the near future. 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 . Shoppers stop as per its positioning is concerned, is very clear about the target market and caters to the upper class consumers. “We are catering to the top 10-12 per cent of the market”-Mr B.S. Nagesh, Vice-Chairman (Non Executive Director)
ATTRIBUTES
Emotion Ergonomics Aesthetics Identity Impact Core Technology Quality
PERFORMANCE
5 4 4 5 4 4 5
Emotion: Shoppers Stop provides Sense of adventure by bringing in lot of excitement in shopping in terms of collections the kind of events sponsorship (fashion show, movies like Love Aj Kal, Om Shanti Om) it gives feeling of independence by displaying international designer brands as well. The brand provides a luxurious shopping experience to the shoppers. They have their confidence because of the brand name, and the premium attached with the brand name gives the consumers a feeling of power. Ergonomics: Shoppers Stop succeeds in providing a shopping experience. It has coffee shop for consumers to relax. By proper department wise categorizing the clothes and the brands it ensures comfort and ease of use. Aesthetics: LOGO of Shoppers Stop is black and white to create the kind of identity it wants to. “It is more classical, rich and authoritative, something Shoppers’ customers connect with. Black and white gives us a strong brand recall value.”- Govind Shrikhande, CCA & Chief Executive Officer. Even the events and associations (likes tourism Australia) has a premium value attached to it.
Identity: Shoppers Stop has very well differentiated itself from its competitors. It is targeting upper class and all its touch points has that feel be it the LOGO, advertisements, the international brands (FCUK, CK, ESPRIL , MAC etc) Impact: Hundreds of saplings planned to be planted as a part of the brand’s “Think Green” Campaign. This shows that other than having a social impact by being a lifestyle brand it even has an environment impact. Core Technology: Shoppers Stop adopts the latest technology that can be useful. Sending mails, Customer loyalty cards, etc. Quality: with its one month exchange policy for member and other terms it has a satisfactory service level. Products bought from Shoppers stop are considered to be Quality products. In all the other aspects as well it makes shopping quite an experience.
doc_431556045.doc