RETAIL MARKETING

Presented to: Prof Poonam Sharma Presented by: Group 8

 • Shoppers Stop is an Indian department store chain, owned by the K Raheja
Corp.

• There are 86 stores across 40 cities in India, with clothing, accessories,

handbags, shoes, jewelry, fragrances, cosmetics, health and beauty products,
home furnishing and decor products.

• Their Vision Is, "To be an inspirational and trusted brand, transforming

customers' lives through fashion and delightful shopping experience every
time”
About
Shoppers Stop
 • Shopper Stop is Mostly located in the posh area in the centre of the city.
• The Easy availability of the transportation has makes it a location which
is accessible for the customer to do shopping

• The Shopper Stop in Varanasi is the 1st store that has opened as the part
of Expansion of Shopper Stop in tier 2 and 3 cities.
Are the Store in the most • The Store has an easy availability of Transportation and is surrounded by
appreciate Site & various other stores, malls and other attractions.
Location
 SHOPPER STOP STORE AT IP SHGRA MALL VARANASI

• For the Shopper Stop at IP Shgra

Mall in Varanasi the primary
trading are for the store is in the 4 -
5 Km of radius. As there are many
stores and malls near the area. The
Secondary area for the store is
around 10 Km.

Trade Area
Analysis SHOPPER STOP STORE AT SHIPRA MALL NOIDA

• According to the Trade Area

analysis the main Primary
Trade area of the Shopper Stop
at Shipra Mall in Noida is in the
radius of 5Km around the
Shipra mall and The Secondary
area 8 – 10 Km of radius.
 The target market for the Shopper Stops Stores are:
 Majority of the target customers of Shopper Stop falls under the
Youth Section of the society and it can be justified through its
wide array of lively collections.

Target Market of  Shopper Stop targets the customer with in the age group of 16 –
40 years of Age.
Shopper Stop  Shopper Stops cater to the customers who belong to the Middle
and Upper class customers.
  The Shopper Stop Located in both Shipra Mall and IP Sigra Mall
both exterior gives the premium look to the store and the exterior
of Shopper Stop in both the Location also gives a premium look to
the store with its Logo.

 The Visual Merchandising of the store also aims at creating a

bubbly atmosphere, infusing positive spirit among the buyers.
In general, are the store
layout, design and visual
merchandising techniques
used consistent with the
exterior of the store and
location?
 • The ambience of the store was very consistent in all the three floors
of the store. The lighting was apt, and a soft instrumental track played
mildly in the background.
• The entire store was well air-conditioned, and the store appeared
quite aesthetic and classical in its own way. The merchandise offered
Is the store’s ambience was vast and everything was neatly displayed to aid the customers.
consistent with the
merchandise presented and
the customer’s expectations?
 • The clothes offered in Shopper Stop are highlighted with the spot light on the cloths
rack and the lighting on the shelfs and racks helps to make the product stand-out.
This help in attracting the customers.

• The products on the table display and on rack and shelfs are also highlighted with
the use of lighting and the products offered for the sales highlighted with the use of
spot light to make the product stand out.

Notice the lighting.  Does it • The lighting of the store gives the entire store a touch of elegance which succeeds
in giving a soothing shopping experience to the customers.
do a good job in highlighting
merchandise, structuring
space, capturing a mood, and
downplaying unwanted
features?
  Indeed, the fixtures are consistent with the merchandise offered and overall
ambience of the store.
 Most items were on the display. The store uses very sophisticated plastic shelves
attached to the walls. Just above the merchandise offered the category name is
written enhancing the ease of the customers when it comes to making a purchase
Are the fixtures decision.

consistent with the  The fixtures also included iron stands, circular, stair-case platforms, and box
platforms
merchandise and the
 And yes, The fixtures are very flexible, i.e. as per the requirements the
overall ambience of merchandise can be moved across the store.
the store?  are they
flexible?
  The store uses signs to aid the customers with their shopping. There are
proper directions hanging from the wall pointing towards the various
section in the store.
 The Signs showing the brands name and sections helps the customer in
identifying the brand.
 This signage strategy will ease any customer who comes to buy a
Evaluate the store’s particular item. At one glance he will get a clearer picture of the
signage.  Does it do an categories available and the brands that manufacturer that category.

effective job in selling

merchandise?
  Yes, The retailer of Shopper Stop had used the theatrical effects during
the time of festivals. They had set up some dummies and used these
dummies to display new stock of garments and accessories.
 These displays are used to capture the attention of the customer and
influence the customer to buy these merchandises.
 These type of displays are also used to display new and premium stock
of items to the customers. The Shopper Stop has put this type of
Has the retailer used display near the entrance, near escalators and on the window displays.
any theatrical effects to
help sell merchandise?
Does the store layout Reason for such layout:
help draw people
through the store? • Men are usually serious buyers and mostly accompanied by a lady. So,
women’s section is kept before men to attract them as they are impulse
buyers. On the ground floor the products kept are to attract the customer
leading him/her into the store.

• The arrangement used is the free-flow in which customers could move

freely and choose from various product categories they love. This type of
disposition also contributes to the impulsive purchase
  The walls are full of various shelves with various cloths and products.
 The store has also put various mannequins to display various combination
of cloths and accessories.
 For the upper walls, they hang big posters to cover them. There are always
some vendors ready to help and provide information to customers.
 The stores have also use mannequins and posters near Escalators to cover
the free space.
Evaluate the retailer’s
use of empty space.
  Yes, the entrance is featuring new arrival and fashionable
items, which attract more customers to enter. Secondly, in the
cash box, they put impulse items such as sunglasses,
accessories that greatly increase the client’s desire

Has the retailer taken

advantage of the opportunity
to sell merchandise in feature
areas?
  Accent wall with different textures and patterns encourage the customers to
take note of the items in that area.

 Various Posters of various brands and various products are pasted on the
walls and these posters are highlighted by Modern lighting to make it visible
to all the customers.

Does the store

make creative use
of wall space?
 • Store layout: Racetrack, free flow
• The layouts include signage, wall graphics, lighting and furniture.
• Signature black and white color palette of Shoppers Stop.
• False ceiling has a grid of lights on the black finished mirror.
• Walls have LED .
• Elegant wooden furniture combined with black gloss.
What type of layout
• Dedicated space for mannequin clusters with high gloss black finish and LED
does the store use? Is it lighting.
appropriate for the type
of store? Would
another type of layout
be better?

Ask the store manager how
the profitability of space is
evaluated; for example, profit
per square foot.  Is there a
better approach?
 In SS is it generally seen that usage is according to the color of the season. SS consider
themselves as an EBO wherein 80% of the store is occupied by leading brands.
 While we were in conversation with Mr. Rohan Executive Manager Shoppers Stop
(name & designation change keeping the identify of the manager anonymous), he
informed us that the layout of the store is designed in a way that it is eye catchy.
 Usually on a retailer outlet like Shoppers Stop, they work on square foot return due
to confidential purposes couldn’t disclose much, but he quotes that as on company
level a lot of things can be worked upon but square foot return works best for the
store.
 At Shoppers stop a dedicated team for merchandising is present. the
merchandise team work on dedicated deadlines and delicate color
scheme and how the product and brand visibility should be present.
 Few factors that are been considered for approaching customers are-
1. Is an individual a businessman or a working professional

2. The family size

Ask the store 3. Is there a lot of college going or university going students staying nearby?

manager how
space is assigned
to merchandise.
 Planogram is used at the store for increasing the brand visibility.
 The factors that are considered while putting together a planogram:
1. Cosmetics are displayed on the entrance of the store.
2. There are around 300 customer support associated present on the store, and
they are approximately 50+ stores available on the store.
Ask the store manager if 3. On the entrance there are cosmetic brands moving forward with female
planograms are used.  If clothing. These are the factors that attract a customer’s attention.
so, try to determine what 4. Display of clothing item depends upon the season, and the color of the season.
factors are considered Cool and Warm color.
when putting together a 5. Which color is in trend, display of the cloths depends upon, What color
planogram. customers prior to buy and is trendy.

Has the retailer employed
any techniques for achieving
greater space productivity,
such as using the cube,
downsizing gondolas and
racks, and minimizing non-
selling space?
• Shopper Stop has a very attractive display area in which they put
mannequins, accessories and various other products.
• Shopper Stop have employed various strategies to attain greater space
productivity. It has employed gondolas, neat & clean shelves and racks are
placed on the wall to display the merchandise effectively.
• There are also Garment Racks and Table Display that are used to display
different garments that are arranged according to planogram.
• For Products related to cosmetics there are other glass display that are used.
  Shopper Stop has organized their merchandise according to the
categories, brands and size. Thus helping the customer in their
purchase.
 Apart from that, the retailer has also use signs highlighting various
discounts and offers on the merchandise, thus attracting the customers
What method has the toward these merchandise.
retailer used for
organizing
merchandise?  Is this the
best way?  Suggest
appropriate changes.
  During the time of Covid, Shopper Stop is conscious of the control
measures advised by the government.
 Post lockdown, ramping up online and digital seems the obvious and SS
were thinking through their plans
What is Retail stores  How to extend safety measures on a consistent basis.
preparation and
 All clothes and products are sanitized every day.
readiness towards
 Stores ensure safety by promoting social distancing and following all
customer sentiment the guidelines as directed by WHO, the State, and Central Government
impact of COVID-
 The Shopper Stop has created some policies for the staff during the
19 time of Covid and these policies Include.
 All Shopper Stop team members must wear their mask.
 If a staff has a cold or fever they will not engage with the customer and
will wear gloves.
 Group members
 Anshika Sharma-PGFA1911
 Jyoti Jaiswal-PGFA1913
 Jatin Pant-PGFA1915
Thank You..  Gaurav Khatri-PGFA1918
 Kamakshee Bhardwaj-PGFA1923
 Karunesh-PGSF1918