Shoppers Westside
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Transcript of Shoppers Westside
Group Members
Rashmi Choudhary (08)Nimoh Ghare (16)Rasika Kulkarni (24)Ritesh Naik (32)Ramya Poojary (40)Amit Shete (48)Versha Thakur (56)
RETAIL MARKETINGRETAIL MARKETING
Retail Trend in India
Retailing in India is witnessing a huge revamping exercise
Rated 5th most attractive emerging retail market
Estimated to be US$ 200 billion, of which organized retailing makes up 3 percent or US$ 6.4 billion
Annual growth of department stores is estimated at 24%
Ranked 2nd in a Global Retail Development Index of 30 developing countries
Retailing formats in India
MallsSpecialty StoresDepartmental storesMulti Brand Stores (MBO)Hyper marts / SupermarketsConvenient StoresDiscount Stores
Shoppers Stop: Introduction
The foundation of Shoppers' Stop was laid on October 27, 1991 by the K. Raheja group of companies
28 retail outlets across the country
With a Gross Retail Turnover of Rs. 8996 million, Shopper's Stop has become the highest benchmark for the Indian Retail Industry.
Has progressed from a single brand shop to a Fashion & Lifestyle store for the families.
Continued…
Is the country's largest chain of Department
Stores.
HomeStop is the first-of-its-kind premium
home concept store at Bengaluru, Mumbai
and New Delhi, offering a wide range of
products.
Shoppers Stop: Accomplishments
Shoppers Stop Ltd has been awarded
“The Emerging Market Retailer of the Year Award“
World Retail Congress at Barcelona, on April 10, 2008
Shoppers Stop is listed on the BSE
The only retailer from India to become a member of
the prestigious Intercontinental Group of
Departmental Stores (IGDS)
"Most admired Fashion Retail Destination of the Year“
Images Fashion Forum - Jan 2009
Continued…
Most Admired Retailer of the Year (Customer
Relations) – Shoppers Stop.
IRF 2009 - Sep 2009
"Best Visual Merchandising"
VMRD Retail Design Award – July 2009
"Retailer of the Year - Fashion & Lifestyle"
Asia Retail Congress - Feb 2009
Shoppers Stop: Corporate Profile
Vision:- To be a global retailer in India & maintain no.1
position in Indian market in Department Store Category
Mission:- “Nothing but the best”
To strive & achieve nothing but the best in terms of processes, practices & deliverables
Re-Positioning
EARLIER
Re-Positioning
NOW
Re-Positioning
On April 24, 2008, one of India's oldest retail chains Shopper's Stop Ltd unveiled its new logo as a part of its re-branding strategy.
In a bid to reposition itself as a 'bridge to luxury' store as opposed to its earlier image of a premium retailer
Commenting on the change, B.S. Nagesh, Customer Care Associate and Managing Director, Shopper's Stop, said, "Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger.
Shopper's Stop came up with several initiatives - it planned to increase per store area from around 40,000-45,000 sq. feet to 75,000-85,000 sq. feet.
Shoppers Stop: Product Mix
Shoppers Stop: Price
Shoppers Stop follows Premium Pricing Strategy that includes selling of High Quality Products at a High Price.
Shoppers stop caters to different segments of the consumers.
Men’s apparel The range of men’s clothing starts from Rs 500 being
the lowest to nearly 6ooo highest.Women’s apparel
The range of women’s clothing starts from Rs400 to Rs 10000
Continued…
Men’s accessories like sunglasses, belts, watches, shoes etc ranges from Rs 1000 to Rs 20000.
Women’s accessories like sunglasses, watches, belts, sandals, earrings etc has the price range of Rs 2000 to Rs 40000.
In the kids section prices of toys and other accessories ranges from Rs 100 to Rs 5000
In the cosmetics section there are products like deodorants, skincare cosmetic, make-up stuff. Their price ranges from Rs 200 to Rs 2000.
Shoppers Stop: Promotion
Denim festivalCustomer Care associationFirst Citizen CardSurprise SaleValentine Sale
Shoppers Stop: People
Front-line staff will have a direct impact on perceptions
Grey black uniform to suit with the Shops interiors
Good personality to attract the customers inside the shop
Friendly nature
Shoppers Stop: Productivity & Quality
Improving productivity is a requisite in cost management
Quality as defined by the customer, is essential for a service to differentiate itself from other providers
SS store has all international brands and all well-to-do, high quality Indian brands
It is possible for SS to provide best of the quality
Shoppers Stop: Physical Evidence
Lovely fresh fragrance at entranceSpacious landing stripWall space utilized for mirror and print ads of
the brand or the product nearAlso utilized it by providing self's and
constructing trail room around itMirror finish style flooringEscalators No stacking bellow knee level
Shoppers Stop: Physical Evidence
Men’s Apparel stacked in a unique style. One type and many sizes together in ascending order
39
40
41
42
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Shoppers Stop: Physical Evidence
Shoppers Stop: Physical Evidence
Shoppers Stop: Physical Evidence
Shoppers Stop: Physical Evidence
Shoppers Stop: Physical Evidence
Shoppers Stop: Process
Retail-friendly supply network, connects its locations online all over India.
Enables immediate replenishment of stocks at any given outlet.
ERP package - imported from the US-based company J. D. Armstrong, and is called the JDA package. ERP package handles Merchandise management Warehouse management Automated replenishment Sales management
Westside: Introduction
Tata Group founded Trent Ltd. (Westside) in 1998 in Bangalore.
There are 25 Westside departmental stores operating in various cities.
It is one of the largest and fastest growing chains serving the customers in various categories.
Trent had established a hypermarket business with Star India Bazaar which provides them products at lower price and better shopping experience.
Some of the honours given to the company
Lycra Images Fashion Awards 2005 awarded it with the Most Admired Large Format Retail Chain of the Year.
'Brand Leadership Retail' given by India Brand Summit.
NDTV Profit Business Leadership Awards 2006 in Retail category.
IFA Visionary of the Year Award, 2002, honoured Mrs. Simone N. Tata.
Westside: Company Profile
Vision: “ To be the most preferred and
consistently profitable lifestyle retailer”
Mission: “ To satisfy our customers with the
range, quality and value of the products we offer”
Arrangement in store
Ground Floor: 2 fast 4 U Men’s wear Men’s footwear Women ethnic wear Jewellery & accessories Handbags Watches Lady’s footwear Customer service desk Club west desk
First Floor: Women’s western
wear SRC Kids foot wear Kids wear Household items Gifts Gia Lingerie’s Washrooms
Private Brands in Westside
2 F4 U SRC Gia Urban angel Intima David Jones Ascot Black berry
Promotions Strategies
Club west card program Benefits:
Most attractive rewards shopping Instant use of the card Easy to operate Extra convenience Validity at all stores
Fashion logy Westside has launched a new ad campaign titled ‘fashion logy‘ With brand ambassador Yuvraj Singh and other young models
Westside: Levels of service
Self service
Self selection
Limited service
Full service
Marketing Strategies adopted by Westside
Attract shoppers & keep them in stores
Honour the transition zone
Don’t make them hunt
Women’s need more space