“Optimizing Customer Engagement and Operational Excellence

at Shoppers Stop: A Comprehensive 7P’s Analysis”

Submitted By

2325048 Riya Nuwal- A

23225159 Rushi Khara- C

2325051 Sakshi Pandey- A

2325054 Shrusti Banjan- A

2325058 Vidhi Tanna- A

Batch: 2023-25

Under the guidance of

Faculty guide Industry guide

Dr. Smita Iyer Mr. Shreejith Nair

Assistant Professor-HRM HR Manager

Shoppers stop

Submitted To

St. Kabir Institute of Professional Studies

February 2024

1
 Declaration

We hereby declare that the project work entitled “Optimizing Customer Engagement and

Operational Excellence at Shoppers Stop: A Comprehensive 7P’s Analysis”. Submitted

to the St. Kabir Institute of Professional Studies, is a record of an original work done by

Riya Nuwal, Rushi Khara, Sakshi Pandey, Shrusti Banjan & Vidhi Tanna under the

guidance of Prof. Smita Iyer-Assistant Professor- HRM. And this project work is

submitted in partial fulfilment of the requirements for the award of the degree of Post

Graduate Diploma in Management. The results embodied in this thesis have not been

submitted to any other university or institute.

Time: February 19, 2024

Location: Ahmadabad

2
Eaarjav Plagiarism Check Certificate

3
 Acknowledgement

We would like to take this opportunity to acknowledge everyone who has helped us in every stage of

this project. We would like to thank Mr. Shreejith Nair (HR) from Shoppers Stop Ltd., also we

would like to thank our faculty guide Dr. Smita Iyer also we would like to thank Director Dr.

Gurpreet Singh Arora for giving us this golden opportunity.

4
Table of Contents

1. Introduction.................................................................................................................................6
1.1. Industry Overview:..............................................................................................................6
1.2. Company Introduction:.......................................................................................................9
1.3 CSD Introduction:.............................................................................................................12
1.4 E-Commerce Introduction................................................................................................21
2. Objectives...................................................................................................................................26
3. Research Methodology..............................................................................................................27
4. Data Analysis.............................................................................................................................28
4.1 Product...............................................................................................................................28
4.2 Promotion...........................................................................................................................31
4.3 Pricing.................................................................................................................................33
4.4 People..................................................................................................................................41
4.5 Place....................................................................................................................................42
4.6 Physical Evidence...............................................................................................................45
4.7 Competitor Analysis..........................................................................................................49
8. Learnings....................................................................................................................................53
9. Suggestions.................................................................................................................................55

5
 1. Introduction

1.1. Industry Overview:

- The Indian retail apparel industry paints a vibrant picture, boasting a market size of

$165 billion and projected to reach $350 billion by 2030. Driven by a young and

aspirational population, growing disposable incomes, and increasing internet

penetration, this dynamic sector presents exciting opportunities for established players

and emerging brands alike.

- Key Market Segments:

a. Women's apparel: Holding the largest share at $51.05 billion, catering to diverse

styles and preferences across demographics.

b. Men's apparel: Witnessing consistent growth, influenced by rising disposable

incomes and evolving fashion trends.

c. Kids wear: A promising segment driven by increasing brand awareness and

parental spending.

d. Ethnic wear: Deeply rooted in tradition and culture, experiencing a resurgence

with contemporary reinterpretations.

e. Activewear and sportswear: Gaining traction due to fitness consciousness and

athleisure trends.

- Distribution Channels:

a. Brick-and-mortar stores: Still dominate the market, with organized retail

accounting for 30% and unorganized sector holding a significant share.

6
 b. E-commerce: Growing rapidly, driven by convenience, wide selection, and

attractive deals. Expected to reach 25% of the market by 2030.

c. Social commerce: Emerging channel with influencers driving trends and

purchases.

- Growth Drivers:

a. Increasing disposable incomes: Rising middle class with higher spending power

fuels demand for branded apparel.

b. Urbanization and changing lifestyles: Increased exposure to global trends and

aspirations for a modern lifestyle.

c. Evolving fashion consciousness: Consumers are more aware of brands, styles, and

quality, seeking personalized experiences.

d. Technological advancements: Omnichannel retailing, AI-powered

recommendations, and social media marketing drive engagement and sales.

e. Sustainability and ethical sourcing: Growing awareness of environmental and

social impact influences purchasing decisions.

- Challenges and Opportunities:

a. Intense competition: From established players to online giants and emerging

brands, the market is fiercely competitive.

b. Profit margin pressures: Rising input costs and discounts squeeze margins,

pushing companies to optimize operations.

c. Inventory management: Maintaining optimal stock levels across channels with

varying demand patterns can be complex.

7
 d. Supply chain disruptions: Uncertainties around raw materials, production, and

logistics pose challenges.

e. Evolving customer preferences: Adapting to dynamic fashion trends and

personalization demands is crucial.

- Future Outlook:

 The Indian retail apparel industry is brimming with potential. Leveraging

technology, focusing on sustainable practices, and catering to diverse customer

segments will be key drivers of success. With innovation and agility, established

players can adapt to the changing landscape, while emerging brands can carve

their niche. The future promises continued growth and exciting developments in

this dynamic and vibrant market.

8
1.2. Company Introduction:

- Shoppers Stop is a household name in India, synonymous with stylish apparel,

premium brands, and a delightful shopping experience. Founded in 1991, it has grown

to become one of the country's leading department store chains, with over 88 stores

across 41 cities in India. This comprehensive overview will delve into Shoppers

Stop's journey, its unique offerings, its impact on the Indian retail landscape, and its

future aspirations.

- Shoppers Stop was born from the vision of the K Raheja Group, a renowned Indian

conglomerate. Their aim was to create a modern retail experience that catered to the

evolving needs of Indian consumers. Starting with a single store in Mumbai, Shoppers

Stop rapidly expanded, becoming the first Indian department store chain to offer a

curated selection of international and national brands under one roof.

- Shoppers Stop offers a diverse range of products across various categories, including:

a. Apparel: Men's, women's, and children's clothing, catering to a wide range of

styles and budgets.

b. Beauty & Cosmetics: Makeup, skincare, fragrances, and personal care products

from leading international and Indian brands.

9
 c. Home & Lifestyle: Furniture, home décor, kitchenware, and other essentials for a

stylish home.

d. Watches & Accessories: Watches, sunglasses, jewellery, and other accessories to

complete any look.

e. Kids: Apparel, and other essentials for children of all ages.

- Shoppers Stop targets a diverse range of customers, including:

a. Fashion-conscious individuals: Offering trendy and stylish clothing and

accessories.

b. Families: Providing products for all family members, including children and

parents.

c. Homemakers: Catering to their home improvement and lifestyle needs.

d. Gift seekers: Offering a wide selection of gifts for various occasions.

- Shoppers Stop differentiates itself from competitors through several key factors:

a. Curated product selection: A focus on offering a well-edited selection of brands

and products.

b. Omni-channel experience: Seamless integration between online and offline

shopping experiences.

c. Customer service: Renowned for its friendly and helpful staff.

d. Loyalty program: The "First Citizen" program offers rewards and benefits to loyal

customers.

e. Private label brands: Offers its own line of apparel and homeware products at

competitive prices.

f. Focus on sustainability: Increasingly incorporating sustainable practices into its

operations.

10
- Shoppers Stop has played a significant role in shaping the Indian retail industry. It

was among the first to introduce the department store concept, offering a diverse

product range and a modern shopping experience. This paved the way for other

similar retailers, fostering competition and innovation in the sector.

- Furthermore, Shoppers Stop has empowered Indian brands by providing them a

platform to reach a wider audience. This has contributed to the growth of the domestic

fashion and lifestyle industry.

- Despite its success, Shoppers Stop faces challenges in the evolving retail landscape.

The rise of e-commerce has disrupted traditional brick-and-mortar stores, requiring

adaptation and innovation. Additionally, the changing consumer preferences and

economic fluctuations demand constant adjustments to remain competitive.

- However, Shoppers Stop also sees opportunities in this dynamic environment. By

leveraging its omnichannel presence, strengthening its brand partnerships, and

focusing on customer loyalty, it can continue to thrive in the Indian retail market.

- Shoppers Stop aims to remain the leading destination for fashion and lifestyle in

India. They plan to achieve this by:

a. Expanding their online presence: Investing in their e-commerce platform and

offering a seamless omnichannel experience.

b. Strengthening brand partnerships: Collaborating with leading international and

Indian brands to offer unique and exclusive products.

c. Focusing on customer engagement: Utilizing data analytics and personalization to

create a more engaging shopping experience.

d. Investing in sustainability: Implementing eco-friendly practices and promoting

ethical sourcing.

11
 1.3 CSD Introduction:

- Shoppers stop understand the importance of excellence customer service and offers a

range of option to consumers with their shopping journey whether the customer is

placing an online order, visiting a store, return or have any question about the product

their dedicated team is there to make customers experience seamless.

- Helpline: 079 4027 2323 (operates11:00 am to 10:00 pm IST)

- Email id: [email protected].

- Website: https://www.shoppersstop.com

- Function under CSD/FCD:

1. GAN process

2. First citizen

3. Alteration

4. Customer query

5. Exchange/return

GAN process First citizen Alteration Customer query Exchange/return

12
1. GAN process:

- Goods Acknowledgement Note

- What we take on GAN?

- Any of the product which is having the manufacturing defect and comes with in the

warranty period of brand or SSL.

 GAN slip

 White - customer

 Blue - vendor

 Yellow – CSD

a. First Citizen:

13
- First connect

- Silver edge

- Golden glow

14
- Platinum aura

- Black card

 Birthday and Anniversary offer

- 15% off on select brands – Applicable on Pvt brands – Apparel, Home and Handbags

only

- Offer valid throughout the Birthday and Anniversary month.

- Best Deal will apply.

- Offer not valid in enrolment month.

15
2. Alteration SOP:

- Alteration standard time period for trouser, denim, kurta etc. - 25 min.

- Alteration standard time period for blazer - 90 min.

- Altered product can’t be exchange.

- Trouser length- keep margin

- Denim length- same effect

 ALTERATION SLIP

- WHITE- STAFF

- PINK - CSD

- BLUE - CUSTOMER

3. Customer Query:

16
- Customer service departments handle a wide range of queries, but some of the most

common include:

1. Customers have questions about product availability at the shoppers stop store.

2. Customers raise questions about their bills or account balance.

3. Customers have questions about their orders, such as tracking information,

shipping status, or returns/exchanges.

4. If customers have experience technical difficulties with a product or service and

need help resolving them.

5. If customers are unhappy with a product, service, or interaction with the company

and need to voice their concerns.

6. Customers provide feedback on their experience with the company, which can be

used to improve products, services, and customer service mostly through email or

rating in application.

7. Customers have queries regarding timing of the store.

- Customers who leave feedback on Shoppers Stop tend to fall into three main

categories: detractors, passives, and promoters. Let's break down what each group

signify for the company:

1. Detractors (ratings 1-4): These customers are likely the most unhappy with their

experience at Shoppers Stop. Their low ratings could indicate issues with product

quality, customer service, return policies, store experience, or pricing. It's crucial

for Shoppers Stop and they try to identify the specific reasons behind these

negative reviews and take steps to address them, as these customers are actively

harming the brand's reputation.

2. Passives (ratings 5-8): This group represents customers who had a neutral or

somewhat positive experience but weren't particularly impressed. This may

17
 indicate that the customer has found what they needed but didn't feel compelled to

rave about the store. While not necessarily harmful, passives don't actively

promote the brand either. Shoppers Stop could focus on understanding what

motivates these customers and what could elevate their experience from

satisfactory to positive.

3. Promoters (ratings 9-10): These are the customers who had a truly positive

experience and are likely to recommend Shoppers Stop to others. They're valuable

brand advocates and understanding what drives their satisfaction can help

Shoppers Stop attract more customers like them. Analysing their feedback can

highlight strengths the company should leverage and areas where they can

maintain consistency.

18
 4. EXCHANGE/RETURN:

1. EXCHANGE

o NO QUESTION ASKED EXCHANGE*

Category Return & Exchange Period

Homeware (Bedding & Bath) 7 days of easy Return & Exchange from the date of delivery

7 days of easy Exchange from the date of delivery. No Return

Smart Watches 7 days of easy Return & Exchange from the date of delivery

Watches 10 days of easy Return & Exchange from the date of delivery

Eyewear 10 days of easy Return & Exchange from the date of delivery

Apparels (Clothing) 14 days of easy Return & Exchange from the date of delivery

Handbags & Wallets 14 days of easy Return & Exchange from the date of delivery

Footwear 14 days of easy Return & Exchange from the date of delivery

Travels (Luggage) 14 days of easy Return & Exchange from the date of delivery

Artificial Jewellery 14 days of easy Return & Exchange from the date of delivery

Semi-Precious Jewellery We do not accept Return or Exchange

Silver Jewellery We do not accept Return or Exchange

Beauty/Cosmetic We do not accept Return or Exchange

Perfumes, Deodorants We do not accept Return or Exchange

19
Homeware (Décor, Dinning &
We do not accept Return or Exchange
Kitchen)

Furniture We do not accept Return or Exchange

- Manufacturing defect/ warranty / service.

- 90 days from the date of purchase.

- Or warranty as per company’s policy.

20
1.4 E-Commerce Introduction

- Shoppers Stop, India’s leading fashion and beauty destination is implementing

newer technologies to connect with its customers. The brand has radically

transformed its online business strategy to make it more engaging than ever

before. In the last six months, the brand stood up to the challenging times and

created innovative solutions to assist customers with their shopping needs, leading

to a digital transformation.

- As a part of this transformation journey, the brand has moved on to a new

enterprise solution, SAP has digitally revamped its popular Loyalty Program, First

Citizens, and has now offered the customer the convenience of shopping across

myriad platforms: In-Store, online (website and Mobile App) and via WhatsApp

calling connecting with the Personal Shopper Program. The brand has mapped the

following services as a part of its transformative journey; thereby ensuring a

convenient, safe, and delightful shopping experience whether in-store or online:

21
- White Glove service: The industry’s first-of-its-kind, unique, and award-winning

Personal Shoppers service from the brand is now also available through

WhatsApp by way of virtual shopping assistance. Customers can book an

appointment and consult a Personal Shopper on a WhatsApp call and choose

products from the store or catalogue. They can buy them via a safe and secure

SMS link and have them delivered to their home in a quick and safe manner.

- The merchandise can be collected at the store or one can have it delivered to their

doorstep. Over 300 Personal Shoppers have undergone 43,000+ hours of digital

training to deliver the best service to the customers. These Personal Shoppers

contribute approximately 15% to the Company’s revenues.

- Digital store: Online shopping is taking over the market faster than one can

comprehend. The brand is expanding its reach across the digital marketplace with

one of the best online shopping sites and Mobile App. Customers can shop from

the comfort of their house via the website or from the Mobile App and avail a host

of Home Services including safe and quick home delivery and contactless billing.

The mobile app and website with an attractive design, and an easy to navigate UI

(User Interface), makes the entire shopping experience convenient, effortless, and

delightful. The brand’s digital services like Endless Aisle, Express Store pick-up

(Click n Collect), and Ship from Store on the website provide quick and helpful

solutions to one’s shopping desires. The online Chat-Now feature also enables

ease of access.

- Customers can browse through exclusive offers and bag some of the best deals

available to them. Best deals on top categories, free shipping, and options like

cash on delivery provide them with a hassle-free online experience to ‘Shop

22
 Anytime Anywhere’. Shoppersstop.com is a one-stop destination for a family's

fashion needs.

- Enhanced In-store offerings: A customer can enjoy the privileges of using the

Personal Shoppers Lounge in-store, while the Personal Shoppers assist them in

choosing the right fit and size with the help of specially trained personnel

deployed in Shoppers Stop stores across the country. One can even try the outfits

in exclusive sanitized trial rooms at the Lounge. Customers can experience the

comfort of queue-less billing at the Lounge with a Mobile POS. All of this while

enjoying the perks and services of the Lounge area. Customers can visit any

nearest Shoppers Stop store and buy in person with their minds at ease since the

brand has ensured all safety measures and guidelines are in place to provide a

delightful and safe shopping experience to its customers.

- Sharing the insights into this transformative journey, Uma Talreja, Customer Care

Associate, Chief Marketing and Customer Officer, Shoppers Stop Ltd., said,

“Shoppers Stop has been the pioneer in creating experiences for consumers,

during the pandemic our staff has been closely in touch with our First Citizens and

23
 we saw an opportunity and direct demand for digital services from a large base of

our consumers. Transforming as a physical retailer is inevitable and we have

integrated unique physical services like the lounge in the store with digital

appointments, and online consultation and shopping through WhatsApp, chat, and

the Shoppers Stop website and app.”

- Through its latest campaign My Shoppers Stop My Way, the brand has created a

proposition empowering its customers to shop safely, comfortably, and at their

convenience. No matter how you want to shop or where you want to shop from,

Shoppers Stop is there for you. It aims at bringing back the joy of shopping which

customers missed during the lockdown period and encourages customers to shop

across platforms.

- The brand has roped-in well-known celebrities and influencers for this two-week

campaign. Celebrity power-couple, Neha Dhupia and Angad Bedi, shop online

and on WhatsApp to avail the Virtual Home Service. The young, talented actress,

Shriya Pilgaonkar will visit her nearest Shoppers Stop store and shop in a safe and

secure environment. The brand has also got popular faces such as Kirti Kulhari

and Aiyyo Shraddha on board.

 WHY SHOP WITH Shoppers Stop:

 Simple shopping

 Secure shopping

 Range of products and brands

 Free returns

 100% original

 Free alterations

 Express store picks up

24
 Personalized shopping at store

 Personal shopper service at home

 Personalized shopping guide

25
 2. Objectives

- To identify the issues and challenges faced by shoppers stop in marketing of their

products

- Analyse the marketing strategies used by shoppers stop

- To assess the implementation of 7ps of marketing mix in shoppers stop in E-

commerce and Customer Service departments.

26
 3. Research Methodology

- Project title: Optimizing Customer Engagement and Operational Excellence

at Shoppers Stop: A Comprehensive 7P’s Analysis

- Objective:

o To identify the issues and challenges faced by shoppers stop in marketing of

their products

o Analyse the marketing strategies used by shoppers stop

o To assess the implementation of 7ps of marketing mix in shoppers stop in E-

commerce and Customer Service departments.

- Project time period: 20th January to 28th January,2024

- Type of Research: Observation based

- Sample of the study: Department Customer Service and E-commerce at

Shoppers Stop Ahmedabad

27
 4. Data Analysis

4.1 Product

- Shoppers stop has various department such as:

 Casuals

 Men’s (formal)

 Ethnic wear

 Ladies western wear

 Non-apparels

 Home stop

- Wide variety of products: Shoppers Stop offers a wide variety of products across

different categories, including apparel, footwear, accessories, beauty, homeware, and

28
 more. This allows them to cater to a wide range of customers with different needs and

preferences.

- Various brand outlets with home brand: Shoppers Stop also has a number of brand

outlets, which offer good quality products at competitive prices. This helps them to

differentiate themselves from their competitors and to cater to more budget-conscious

customers.

- Focus on experience: Shoppers Stop is increasingly focusing on creating an experience

for their customers, rather than just selling products. This includes offering in-store

events, workshops, and personal styling services.

29
30
 4.2 Promotion

- Shoppers stop provide various types of membership to customer to increase the

customer involvement and to increase their sales. Starting from 350 till 4500.

 Silver

 Gold

 Platinum

- On the shopping of 50000 or above shoppers stop a black card to the customer it

provided with many other benefits. It provides them exchange offer for one year.

Customers receive a 5% discount on their total bill.

- Benefits of membership:

 Exchange policy for 30 days in case of any defect.

 Extra discount in birthday month on home brand.

 Getting points on non-discounted product which they can use in future shopping.

31
  Personal attention from staff.

 Free parking availability.

 Valid all over India shoppers stop.

- Potential Promotional Strategies:

 Omnichannel Integration: Seamlessly blend online and offline promotions (e.g., online

coupons redeemable in-store, click-and-collect options).

 Personalized Offers: Leverage customer data for targeted promotions based on purchase

history, loyalty program status, and preferences.

 Mobile App Engagement: Utilize push notifications, exclusive app deals, for further

purchase consideration.

- PREMIUM SHOPPER

 Exclusive events, early access to new collections, personalized experiences.

 Limited-time offers on select high-value items.

 Loyalty program benefits like bonus points, tiered discounts, and exclusive experiences.

 For the expensive brands salesperson of that brand used to wear cloth of that brand to

attract customers towards them.

 Shoppers stop issue Gift cards for their promotional function.

 Customers who are premium members of shoppers stop also get vouchers.

 As you enter the shoppers stop, kids are greeted by ballons adorned with a brand logo and

name, inviting you to explore the exciting deals and offers.

32
 4.3 Pricing

1. MEN’S:

- CLOTHING

Clothing

Casual MEN

Maximum Minimum Maximum Minimum

Rare rabbit Monte Carlo Manayavar Sanwara

13,999 2,195 4,999 3,079

- FOOTWEAR

FOOTWEAR

Casual Formal

Maximum Minimum Maximum Minimum

Rare rabbit Monte Carlo Clarks Mr. wonker

13,999 2,195 9,999 699

- WATCHES

Watches

Maximum Minimum

Nebula Zoop

3,95,000 670

33
- FRAGRANCES

Fragrances

Perfumes Deodorant

Maximu

m Minimum Maximum Minimum

Ajmal Arcelia Versace Whiskers

14,000.0

0 199.00 5,400.00 224.00

- SUNGLASSES

SUNGLASSES

Maximum Minimum

Tom Ford French Accent

38,500.00 364.00

- JEWELLERY

JEWELLERY

Maximum Minimum

Emporio Armani Ayesha

10,995 199

34
 2. WOMEN’S:

- CLOTHING

CLOTHING

Indian Western Night suit

Maximum Minimum Maximum Minimum Maximum Minimum

Scakhi Stop Scakhi Intune kaftan Insense

30419 239 11699 149 7000 749

- FOOTWEAR

FOOTWEAR

Sandals casual shoes

Maximum Minimum Maximum Minimum

Geox Shoetopia Toms Shoetopia

12,990 599 9,999.00 799.00

- WATCHES

WATCHES

Maximum Minimum

Nebula Zoop

35
 2,96,000 725

- FRAGRANCES

FRAGRANCES

Perfumes Deodrant

Maximum Minimum Maximum Minimum

Chopard Ulric De Varens Chopard Arcelia

28,500 249 11,600 225

- BAGS AND WALLET

BAGS AND WALLET

Handbag Wallet

Maximum Minimum Maximum Minimum

Hidesign Elliza Donatein Guess Baggit

24,995 199 10,399 245

- SUNGLASSES

SUNGLASSES

Maximum Minimum

Tom ford Floyd

36
 38,500 539

3. KIDS

- CLOTHING

CLOTHING

Boys Girls Infant

Maximum Minimum Maximum Minimum Maximum Minimum

Vasramay Intune Biba girls life Mothercare Karrot

21,682 119 6,500 119 6,999 59

- FOOTWEAR

FOOTWEAR

Boys Girls

Maximum Minimum Maximum Minimum

Skechers Columbus Skechers Columbus

5,499 227 5,499 227

- WATCHES

37
 WATCHES

Maximum Minimum

Sekyo Spiky

5489 449

4. HOMESTOP

- Bedding

BEDDING

Bedsheets Quilts & Rajai

Maximum Minimum Maximum Minimum

Spread Bianca Spread Portico

23,950 509 33,995 1,249

- Bath

BATH

Bath Accessories Organizer & Storage

Maximum Minimum Maximum Minimum

Furnitex Obsessions Interdesign Homestop

38
 16,400.0

0 183.00 1,999.00 499.00

- HOME FURNISHING

HOME FURNISHING

Curtains Floor Covering

Maximum Minimum Maximum Minimum

Ariana Bianca Obeetee saral Home

5332 455 159600 299

- DÉCOR

DÉCOR

Figurines & Idols Lightings

Maximum Minimum Maximum Minimum

Ecraftindia Ecraftindia Homestop Ivy

249.0 649.0

64,999.00 0 0 149.00

39
- KITCHEN

KITCHEN

Cookware & Kitchenware Cutlery

Maximum Minimum Maximum Minimum

Meyer Homestop Fns Homestop

16,9

21,058.00 149.00 56.00 99.00

40
 4.4 People

- Well-trained staff: Shoppers Stop has a team of well-trained staff who are able to

provide customers with a good shopping experience. The staff are knowledgeable

about the products and services that Shoppers Stop offers, and are able to help

customers find what they are looking for.

- Excellent customer service: Shoppers Stop is committed to providing excellent

customer service. This includes offering a hassle-free returns policy and a loyalty

program that rewards customers for their business.

41
 4.5 Place

- A place strategy outlines how and where a company will place its products and

services to gain market share and consumer purchases. An effective place strategy can

help reach more potential clients and increase revenue. Shoppers Stop understands

that physical and digital access are crucial for customer convenience and brand reach.

They've built a robust omni-channel presence by strategically combining their:

a. Extensive Store Network

b. Strong Online Platform

c. Seamless Integration

d. Beyond Accessibility

a. Extensive Store Network:

- With 83 stores across 38 cities in India, Shoppers Stop is a leading

department store offering Branded Shoes, Clothing & Accessories for Men and

Women. They ensure physical accessibility for a large segment of their target

audience. These stores are strategically located in high-traffic malls and commercial

areas, maximizing visibility and footfall.

42
b. Strong Online Platform

- Their user-friendly website and mobile app offer a seamless online shopping

experience with a wide product range, easy navigation, and secure payment options.

This caters to customers who prefer the convenience of shopping from home or on the

go.

c. Seamless Integration

- Shoppers Stop seamlessly integrates their online and offline experiences. Customers

can browse online, reserve items for in-store pickup, or return online purchases to

stores. This flexibility encourages multi-channel engagement and caters to diverse

customer preferences.

43
d. Beyond Accessibility

- However, Shoppers Stop goes beyond just geographical and digital reach. They focus

on crafting a positive physical space within their stores, with visually appealing

designs and high-quality product presentations. This creates a more engaging and

enjoyable shopping experience that goes beyond mere transactions.

44
 4.6 Physical Evidence

- Shoppers Stop, a leading Indian retail chain, understands the power of physical

evidence in shaping customer perception and driving brand loyalty. As one of the 7Ps

of marketing, physical evidence encompasses the tangible elements that customers

encounter throughout their shopping journey. This includes the store's ambience,

layout, equipment used, logos, and symbols. Optimizing these aspects plays a crucial

role in creating a memorable and positive brand experience.

 Ambience: Setting the Stage for Engagement

- The moment a customer steps into a Shoppers Stop store, they are enveloped in a

carefully crafted ambience designed to evoke specific emotions and encourage

exploration. Here's a breakdown of key elements:

a. Lighting: Warm and inviting lighting creates a welcoming atmosphere, while

strategically placed spotlights highlight specific products or promotions.

b. Music: Upbeat and energetic music can increase browsing time and encourage

impulse purchases, while calmer music might be used in specific sections like

homeware or beauty to create a more relaxing experience.

c. Scent: Subtle yet pleasant fragrances can enhance the shopping experience and

create positive associations with the brand. Shoppers Stop might use signature

scents or seasonal fragrances aligned with ongoing promotions.

d. Signage: Clear and concise signage helps customers navigate the store easily,

locate desired products, and understand ongoing promotions. Digital signage can

also be used to display dynamic content and enhance the overall experience.

45
 Layout: Guiding Customers on a Journey

- The layout of a Shoppers Stop store is meticulously planned to optimize product

discovery and encourage customer flow. Key aspects include:

a. Departmentalization: Products are categorized into distinct departments like

apparel, footwear, accessories, beauty, and homeware. This makes it easier for

customers to find what they're looking for and avoid feeling overwhelmed.

b. Visual Merchandising: Strategic product placement, mannequins showcasing

outfits, and creative displays create visual interest and entice customers to explore

different product categories.

c. Fitting room: Well-maintained and spacious fitting rooms with good lighting and

mirrors are essential for a positive shopping experience.

d. Checkout Counters: Efficient checkout processes with adequate staff and

convenient payment options minimize waiting times and ensure a smooth

transaction.

 Equipment Used: Enhancing Functionality and Convenience

- The equipment used within the store plays a vital role in facilitating customer

interaction and enhancing the shopping experience. Some key examples include:

a. Shopping Carts and Baskets: Providing a variety of shopping carts and baskets in

different sizes caters to different shopping needs and ensures customers have a

comfortable shopping experience.

b. Digital Signage: Strategically placed digital signage can display dynamic content,

promotions, and product information, enriching the customer experience.

46
 c. Payment Terminals: Offering various payment options like credit cards, debit

cards, mobile wallets, and cash on delivery caters to diverse customer preferences

and ensures a seamless checkout process.

 Logos, Symbols, and Brand Identity

- Shoppers Stop's brand identity is prominently displayed throughout the store through

its logo, symbols, and overall visual language. This consistent use of brand elements

reinforces brand recognition and strengthens customer association with the brand's

values and offerings.

5. Logo: The Shoppers Stop logo is prominently displayed at the store entrance, on

signage, shopping bags, and staff uniforms, ensuring consistent brand recognition.

6. Signage: The store's signage incorporates the brand's colour palette, fonts, and

logo, creating a cohesive visual identity throughout the customer journey.

7. Marketing Materials: Brochures, promotional materials, and in-store displays

feature the brand's logo, symbols, and consistent messaging, reinforcing brand

identity and communication.

 Conclusion: The Power of Physical Evidence

- By meticulously crafting the physical evidence within its stores, Shoppers Stop

creates a multi-sensory experience that goes beyond just product offerings. The

ambience, layout, equipment used, and brand identity all work together to shape

customer perception, influence purchasing decisions, and foster brand loyalty. By

continuously optimizing these elements, Shoppers Stop ensures that its physical stores

47
remain a relevant and engaging touchpoint for customers in the ever-evolving retail

landscape.

48
 4.7 Competitor Analysis

- Shopper's Stop is a leading department store chain in India, offering a wide range of

apparel, cosmetics, homeware, and other lifestyle products. While they have

established themselves in the market, competition is fierce, and understanding the

landscape is crucial for their continued success. This analysis revisits the competitor

landscape for Shopper's Stop, considering both direct and indirect competitors, while

incorporating insights from the previous analysis and recent market developments.

 Direct Competitors

1. Established Players:

 Lifestyle: A major competitor offering premium fashion brands and a similar

shopping experience.

 Globus: Known for its curated selection of international and Indian brands,

catering to a similar target audience.

 Central: Offers a wide variety of products across categories, including fashion,

beauty, and lifestyle, with a focus on affordability.

 Westside: A subsidiary of Tata Group, known for its trendy and affordable

fashion options, targeting a younger demographic.

2. Emerging Players:

49
  Marks & Spencer: A global brand entering the Indian market, offering high-

quality clothing, homeware, and food products.

 Debenhams: Another international retailer expanding in India, known for its

diverse brand portfolio and focus on value for money.

 Manyavar: A leading Indian menswear brand expanding its retail footprint,

offering traditional and contemporary clothing options.

 Indirect Competitors

 E-commerce giants: Amazon, Flipkart, Myntra, and Nykaa offer a vast

selection of products across categories, including fashion and beauty, with

competitive pricing and convenience.

 Brand-owned stores: Many fashion and beauty brands are establishing their

own online and offline stores, offering direct-to-consumer experiences and

potentially bypassing traditional retailers like Shopper's Stop.

 Discount retailers: Chains like Big Bazaar and Reliance Trends offer budget-

friendly fashion options, attracting price-conscious consumers.

 Competitive Analysis based on Key Factors:

1. Product Variety:

50
 - Shopper's Stop offers a diverse product portfolio, including domestic and

international brands, catering to various age groups and styles.

- However, some competitors like Central and Amazon offer a wider selection

across categories, potentially attracting a broader customer base.

- Evolving consumer preferences for sustainable and ethical fashion options

pose a challenge for Shopper's Stop, as some competitors are actively

incorporating these aspects into their offerings.

2. Pricing and Promotions:

- Shopper's Stop traditionally offered premium products at higher price points.

- However, the rise of online competition and discount retailers has forced them

to adopt more competitive pricing strategies, including frequent promotions

and loyalty programs.

- E-commerce platforms often offer competitive pricing due to lower

operational costs, putting pressure on Shopper's Stop to maintain attractive

pricing structures.

3. Customer Experience:

- Shopper's Stop has traditionally focused on providing a personalized and in-

store shopping experience with well-trained staff.

- However, they need to invest in enhancing their online presence and offering

seamless omnichannel experiences to compete effectively with online players.

51
 - Implementing features like click-and-collect, efficient delivery options, and

personalized recommendations can improve the online customer experience.

4. Brand Image and Marketing:

- Shopper's Stop has built a strong brand image associated with quality and

premium shopping.

- However, they need to continuously adapt their marketing strategies to reach

younger audiences and effectively compete with the dynamic online marketing

landscape.

- Utilizing social media platforms, influencer marketing, and targeted

advertising can help Shopper's Stop stay relevant and connect with their target

audience.

5.

52
 8. Learnings

- Our internship at Shoppers Stop in Ahmedabad One Mall was a whirlwind of learning

and practical experience. We dove headfirst into the diverse world of retail,

immersing ourselves in departments like CSD, e-commerce, and billing counters.

- In the CSD, we weren't just bystanders - we were active participants in the customer

service. We learned to waltz with customer queries, gracefully handling them with

clear explanations and solutions. Exchanging or returning products became a familiar

routine, and we adeptly issued credit notes, ensuring a smooth process for both

customer and store. Warranty services became our forte as we mastered the art of

issuing GANs (goods acknowledgement notes), ensuring products received proper

care and attention. Our journey didn't stop there - we even ventured into the alteration

section, understanding the meticulous process of tailoring garments to perfection. The

First Citizen membership program added another layer to our expertise, allowing us to

cater to loyal customers with exclusive benefits and personalized service.

- Shifting gears, the e-commerce section unveiled the fascinating world of online order

fulfilment. We witnessed the seamless transformation of virtual clicks into tangible

packages. Packing orders with precision, meticulously labelling them for accurate

delivery, and ensuring their timely dispatch became second nature. We saw how

online and offline worlds intertwined, appreciating the intricate logistics that bring

products from store shelves to customers' doorsteps.

53
- This internship wasn't just about acquiring new skills; it was about forging a diverse

skillset. We honed our customer service finesse, learned to communicate effectively,

and developed a knack for problem-solving under pressure. Adaptability became our

mantra as we navigated different departments and mastered their unique demands.

Stepping out of Shoppers Stop, we carried not just memories, but valuable

experiences that equipped us to thrive in the dynamic world of retail and beyond.

54
 9. Suggestions

- Shoppers Stop is the largest retailer in the India. They were successful in executing

their strategy and profiting from the market. However, we believe that some

modifications are necessary for the company's continued growth in the retail market,

thus we offer the following suggestions:

o Implement programs to retain current customers and build deeper connections.

Loyalty programs, personalized offers, and exclusive events can increase

customer lifetime value.

o The company should quick prompter reply to client may increase customers

satisfaction.

o Any new goods or endeavours should be announced in the press release of the

organization.

o Make it easy for customers to understand and redeem their reward points.

Offer clear instructions and multiple redemption options.

o If they introduce low-cost brands, they will appeal to clients in the middle and

lower middle classes.

o Shoppers should employee aggressive mediums of advertisement, such as

television commercial adds, to acquire a competitive advantage over their

competition.

o Fast service in billing should be given to black card customer by increasing

the billing counters.

55
o Shopper's Stop should consider implementing a "Try Me" feature on its app

and website.

o While a dedicated e-commerce team exists, establishing clear task delegation

would improve departmental efficiency and empower team members.

56