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CONSUMER BEHAVIOUR
SHOPPERSS STOP

SUBMITTED BY
Archi Seth
Chinmay Shukla
Radhik Kalra
Shakti Prabha Patel

UNDER THE SUPERVISION OF
Mrs Harleen K. Sahani

Submitted to
DEPARTMENT OF FASHION MANAGEMENT STUDIES (FMS)
NATIONAL INSTITUTE OF FASHION TECHNOLOGY (NIFT)
(Ministry of Textiles, Govt. of India)
GH-0 Road, Behind Infocity
Gandhinagar 382007.Gujrat
http://www.nift.ac.in
February, 2014
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INDEX

1. INTRODUCTION 3
2 CONSUMER ANALYSIS 4
3. STRATEGIES UNDERTAKEN TO ATTRACT
CONUMERS
5-7
4. SCHEMES AND PROGRAMMES UNDERTAKEN 7
5. TYPES OF ADVERTISEMENTS 7-10
6. BRAND MAKEOVER 11
7. USE OF CRM,ERP& SCM IN SHOPPERS' STOP 12
8. STORE VISIT & INTERVIEW 12-13
9. SUGGESTIONS 13
10. BIBLIOGRAPHY 13-14

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1. INTRODUCTION
The tapestry of history has no point at which you can cut it and leave the design
intelligible
History: The foundation of Shoppers stop was laid on October 27, 1991 by K. Raheja group
of companies, one of the biggest hospitality and real estate players. It was Incorporated as a
private limited company on June 16, 1997, thereafter it became a deemed public limited
company on December 8, 1997. Pursuant to an amendment to the Companies Act in the year
2000, the Company was converted from a deemed public company to a full-fledged public
company with effect from October 6, 2003.
Company Overview: From its inception the brand has progressed from single brand shop to
a fashion & Lifestyle store for the families. Today it is a household name, known for its
superior quality products, services and above all, a complete shopping experience. Today
Shoppers Stop today boasts of 66 retail outlets across 28 cities in the country and is
planning to spread its wings with futuristic expansion plans to meet the challenges of retail
industry. With an unparalleled assortment of the leading international and national brands in
clothing for men, women, and kids; accessories, fragrances, cosmetics, footwear, home
furnishing and decor products, the stores aim to provide shoppers a truly international
shopping destination.
Structure of Shoppers Stop: It is a departmental store chain and it includes the following-


SHOPPERS
STOP
PRIVATE LABELS
Women's Ethinic Wear Brand:KASHISH
Menswear Brand:MARIO ZEGNOTI
Women's Corporate wear and accessories:ELLIZA DONATEIN
HAUTE CURRY,LIVE,STOP,VETTORIO FRATTINI
DOMESTIC AND INTERNATIONAL BRANDS

Brands Owned: HOMESTOP
Special Ity Formats Of Beauty Brands
ESTEE LAUDER MACCLINIQUE BOBBI BROWN
Franchisee Agreement wih MOTHERCARE
COSSWORD which is a wholly owned Subsidiary


ASSOCIATE COMPANIES:
A)NUANCE
B)HYPERCITY
C)TIMEZONE

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2. CONSUMER ANALYSIS
i) Segmentation:
Age Group: customers fall between the age group of 16 years to 45 years, the majority of
them being families and young couples
Monthly household income: Above Rs. 30,000 and an annual spending pattern
Geographic Segmentation: It has a nationwide presence with 66 stores in 28 cities
Psychographic Segmentation: Divides a population into groups that have similar
psychological characteristics, values, and lifestyles
Demographic Segmentation: SHOPPERS STOP has segmented their customers on the basis
of gender as well as age.
ii) Target:
The Shoppers Stop concentrates on middle and upper class.
iii) Positioning: It has positioned itself as a reliable and a trustworthy brand.
3. STRATEGIES UNDERTAKEN TO ATTRACT AND RETAIN CUSTOMERS
i) Promotional events and festivals: The Company plans its promotional calendar and
carries out these activities simultaneously across India.
a) Choose your own Gift festival: Shoppers Stop presented the Choose your Own Gift
Festival exclusively for Shoppers Stop First Citizen Members. Between September 25, 2013
and January 5, 2014.In this festival if the First citizen members could shopped for products
worth Rs. 30,000 he would receive 3,571 as Bonus Reward Points, and if he shopped for
products worth Rs. 1, 00,000 he would get 17,143* Bonus Reward Points. Thereafter, the
First Citizen Customers can redeem the Bonus Reward Points to choose their very own gifts
at Shoppers Stop, HomeStop, Mothercare at Shoppers Stop and at the website of shoppers
stop.
Collective net purchase of Get Bonus Reward Points Choose your gift worth up to
Rs. 30,000 3,571* Rs. 2,500*
Rs. 1, 00,000 17,143* Rs. 12,000*
b) 'Shoppers Stop Sananda Pujor Bazar' festival: This
festival was organized in the stores of shoppers stop at
Kolkata, Durgapur and Siliguri. The festival was hosted at
from Sept 20 to Oct 6, 2013. It was organized to mark the
upcoming Durga Puja. The event was promoted by Bengali
film actress Payel Sarkar and actor Abir Chatterjee.
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c) Denim exchange: In this event the customer could visit any Shoppers Stop store with old
pair of denims and get up off on a new pair. The offer came out in June, 2013. The all the old
clothes were donated to the NGO partner of Shoppers stop , A Hundred Hands.

d) Kashish Salwaar Kameez Festival: The festival was organized in the
month of June in 2013.The festival celebrates traditional Indian styles
and offers elegant and ornate occasion wear and accessories for graceful
women. In the festival customers can avail discounts up to 30% and also
get surprise gift hampers on their purchases of Salwaar Kameez and
Kurtis.
e) Marathon Makeover: In July 2012, the event was organized in Delhi, Mumbai, Kolkata,
Hyderabad and Chennai where the customers could treat themselves with a makeover by
make-up artists from Givenchy, Shiseido, and Elizabeth Arden.
ii) Brand Ambassadors: Shoppers stop has individual brand ambassadors for the major
private labels of Shoppers stop which include:
Soha Ali Khan for Kashish Anoushka Shankar for Haute Curry








iii) Facebook Page: Shoppers Stop first introduced its Facebook page in 2010, garnering
5.25 million fans since then. It keeps up a steady stream of news and updates about store
chains and discounts, and conducts interactive discussions. It also undertakes promotion
campaigns such as its Most Fashionable Profile Picture contest. While Facebook is the
most popular in its social media efforts, Shoppers Stop does use other avenues too, with a
Twitter account and You Tube. Advertisements and in-store promotional events feature
prominently in You Tube content. Shoppers Stop does use other avenues too, with a Twitter
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account and You Tube. Shoppers Stop remains among the most active retailers in direct
customer interaction.


iv) Smartphone app: Riding on the smart phone wave, the company has an application for
First Citizen members. This application removes the necessity to carry and swipe the
membership card each time spends are made at Shoppers Stop stores.
v) Technology Used To Cater To Customer Needs
i) Augmented Reality (AR): Augmented Reality (AR), a technology used at Shoppers Stop
that adds a real-world feel to computer-generated graphics. Through this application, mobile
users can set up a real-world environment in viewing store promotional activities the
company has even designed offers specifically for these AR users.
ii) JDA Software: super-It is a specialized supply-chain management solution which has
tremendously helped Shoppers stop to navigate through all such business complexities and
more while continuing to add value to our customers, partners, employees and stakeholders.
4. SCHEMES AND PROGRAMES UNDERTAKEN
i) Consumer Loyalty Program By Shoppers' Stop (The First Citizen)/Direct Marketing:
Shoppers Stop First Citizen loyalty programme was the first loyalty programme in the
retail category in India. It was launched in the year 1994. The Shoppers Stop First Citizen
loyalty Programme has emerged as the largest and most successful programme in the Retail
sector.

Shoppers' Stops customer loyalty program is called The First Citizen. The program offers its
members an opportunity to collect points and avail of special benefits. They also offer a co-
branded credit card with Citibank for their members.
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The card holds have the following benefits:

a) First citizen rewards & benefits
b) Card is valid across all the Shoppers Stop Stores
c) Parking charges can be reimbursed
d) Exclusive Sale Preview
e) Exclusive Cash Counter
f) Free Home-Delivery of altered garments
g) Instore & Outstore Offers & Discounts


FIRST CITIZEN REWARD POINTS

Classic Moments
1 for every Rs.100


Silver Edge
2 for every Rs.100

Golden Glow
3 for every Rs.100



















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ii) Gift Vouchers
Shoppers's Stop offers gift vouchers of denomination ranging from Rs. 250 to Rs. 5000



iii) Contests

Shoppers stop organizes a number of contests in the retail outlets as well as on social media
networks in order to continuously interact and attract customers.




What Indian brand would lend itself to merchandise and why? Tell in less than 25 words
win cool Zoozoos merchandise from www.shoppersstop.com (This contest was organized in
November,2009)

iv) Festive offers& End of season sale

Shoppers stop has festive offers on popular festivals on women and men apparel, kids wear as
well as home furnishings (private labels, domestic brands and international brands).It also has
end of season sale for stock clearance.





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v) Gift Cards

Shoppers Stop also has gift cards of Rs. 1000 ,Rs. 2000 and Rs. 3000.




5. TYPES OF ADVERTISEMENT BY SHOPPERS STOP
Shoppers Stop advertises mainly via the following three mediums:

i) Print Advertisement:

After Shoppers Stop launched a new identity and logo, with the line "Start something new" in
2008,the print advertisements in sync with the baseline which feature people styled in
apparel from Shoppers Stop in simple day-to-day situations doing something uniquely
different.




ii) Outdoor Ads

Outdoor Advertising is a form of advertising that is targeted at
people who are, on the move and out of their homes. Formerly
one of the most popular forms of outdoor advertising consisted
of Hoardings, majorly with other spaces not getting an equal
amount of weightage. Shoppers Stop uses 3D cut-outs & jut-outs
on billboards and mobile hoardings were used. The 3D cut-out
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billboards and mobile hoardings have static cut-out of the model standing out of the hoarding
with Shoppers Stops distinguished black and white background. Along with innovative
branding, A/C buses were wrapped and traffic booths were also covered.

6. BRAND MAKEOVER

In April 2008, Shoppers Stop changed its logo and adopted the mantra "Start Something
NEW
The focus of the reposition was on the service, ambience up gradation and customer
connect. Shoppers Stop connected with the youth audience through adopting the
communication routes relevant to youth, up the fashion quotient through merchandising, and
create ambience that connects with their mind set.
Shoppers Stop brand makeover focussed on looks, logo, employee uniforms and
recyclable bags.

The colour scheme continued to be black and white which gives a strong brand recall value as
quoted by Mr. Govind Shrikhande, CEO, Shoppers Stop

The new brand identity, called Start Something New. The new baseline of the brand Start
something new encourages customers to take a step ahead to upgrade oneself to the next
level in life.
The new brand philosophy focusses on consumers to live life a little more each day, to let
their hair down and have some fun.
Packaging: The company had also brought out collectible shopping bags for selective
distribution with different themes and launched the first in the series based on the theme
'Fashion through Ages Shoppers Stop not only had a new set of black-and-white shopping
bags but also a set of limited edition bags that have graphics of actors in iconic films.
Logo makeover Shoppers' Stop has a new identity and logo with the changed identity.The
new logo has an international look and a timeless appeal.

NEW LOGO OLD LOGO





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7. USE OF CRM,ERP& SCM IN SHOPPERS' STOP
CRM
Shoppers Stop Ltd. Heavily relies on customer relationship management (CRM)
initiatives. The software used by the company helps generate intelligent data from
Shoppers Stop customer base, then collects this data and touches base with customers
via direct mailers informing them of all new promotions that is currently on and also
updates them about the upcoming events.

ERP
Shoppers Stop has retail ERP (Enterprise resource planning) in place, which is the
best retail planning system in the world. With the help of the ERP, they are able to
open new stores faster and get information about merchandise and customers online,
which reduces the time in taking quick decision.
SCM
Understanding the importance of distribution and logistics in ensuring that
merchandise is available on the shop floors has led Shoppers Stop to streamline its
supply chain.
The company has developed process manuals for each part of the logistics chain.
These modules include vendor management, purchase order management, stock
receiving systems, purchase verification and inventory build-up, fixing of price and
store tags, dispatch of stocks to the retail floor and forwarding of bills for payment.

8. STORE VISIT
We visited the Shoppers Stop in Alpha Mall(T.P Scheme-1, Opp. Vastrapur Lake, 216,
Vastrapur, Ahmedabad, Gujarat 380052, India) and conducted an interview of Mr. Kalpesh
makwana(Store Manager).The clipping of the video is a as follows:


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Shopper Stop.m4a


Key findings of the store visit are as follows:
1. Footfall of the store: 4000-5000 per day

2. Fastest selling items: ladies section products
3. Shoppers stop is different from other stores in terms of customer satisfaction as here in
shopper stop employees attend personally to every consumer; they describe about the product
whatever the consumer is looking for, very particular about after sale services.

4. Mails sent to customers frequently for all offers and festive events to keep them coming
again and again.

5. The taste of consumers in Ahmedabad is different from Mumbai. In Ahmedabad people
prefer wearing more of dark colours while there in Mumbai people have different colour
choice and prefer wearing linen material clothes.

6. Shoppers Stop attract consumers of different age groups.
10. Shoppers Stop publicize by hoardings, newspapers, shoppers Stop and has also tied with
many companies like Mac Donalds.

7. Shoppers Stop maintains the customer base by organizing various festivals like denim
festival, ,bag festival etc.

8. Shoppers Stop has loyalty programmes by giving rewards, point system to give discount,
discount offers, shoppers Stop coupon.

9.Shoppers Stop trains their employees by giving them soft skill training, SOD ( standard
operating procedure ) training, product knowledge programmes, give communication training
to employees as how to interact with customers.

10. Shoppers Stop engage consumers in lucky draw activities and also provide membership
card to consumers.

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9. SUGGESTIONS
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 stops 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.

10. BIBLIOGRAPHY
http://www.campaignindia.in/Brand/shoppers_stop,12.aspx
http://www.thehindubusinessline.com/marketing/shoppers-stop-the-many-ways-of-
luring-customers/article3824659.ece
http://www.managementparadise.com/knt.nallasamygounder/documents/5607/shoppe
r039s-stop-marketing-strategy/
timesofindia.indiatimes.com/events/mumbai/soha-ali-khan-at-an-
event/articleshow/20644252.cms
http://economictimes.indiatimes.com/shoppers-stop-
ltd/infocompanyhistory/companyid-2646.cms
http://www.thehindubusinessline.in/2006/08/15/stories/2006081501270500.htm
http://www.allaboutoutdoor.com/news/News_Details.aspx?Id=929
http://www.livemint.com/Money/vMTqKZEBT8F1uBiNatJuIK/Shoppers-Stop-
hardly-festive.html
http://www.campaignindia.in/Article/228520,contract-creates-new-print-campaign-
for-shoppers-stop.aspx
https://www.google.co.in/search?q=gift+vouchers+of+shoppers+stop&espv=210&es_
sm=93&source=lnms&tbm=isch&sa=X&ei=rk8GU7WOAs7_rAf67oDoAg&ved=0C
AkQ_AUoAQ#facrc=_&imgdii=-l-3MtFw8atstM%3A%3BqniPUrF-hmkTPM%3B-
l-3MtFw8atstM%3A&imgrc=-l-
3MtFw8atstM%253A%3BX9cu0XwG7HPgcM%3Bhttp%253A%252F%252Fstatic.i
n.groupon-
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content.net%252F14%252F61%252F1358235316114.jpg%3Bhttp%253A%252F%25
2Fwww.groupon.co.in%252Fdeals%252Fhyderabad%252FShoppers-Stop-Gift-
Card%252F239923%3B320%3B212

http://www.moneycontrol.com/news/business/shoppers%92-stop-unveils-new-
logo_335339.html