Understanding the Retail environment & various nuances of how Shoppers Stop has grown to be a retail giant in India

1. Submitted to : Ms. Krithika G.K
Submitted By :
Aanu Varghese
Sagrika Padha
Mohommad E Shafi
Srishti Raut
Marguerite Vincent
NIFT
MFM - II
Subject: Fashion Retail & Mall Management
Report on Shoppers Stop Ltd
Date : 03/02/2015

2. Table Of Contents
1. Introduction 3
2. History Of Shoppers stop & Evolution 4
3. Organisation Structure 7
4. Understanding Shoppers Stop 8
4.1 Store Format: 8
4.2 Product Mix 9
4.3 Target Market & Customers 12
5. Company Size 13
6. Mission 15
7. Vision 15
8. Positioning 16
9. Objectives 16
10. Store Locations 17
11. Company Policy 18
12. Brand Status 19
13. Expansion Plans 20
14. Competitors of Shoppers Stop 21
15. Shoppers Stop CSR activities (Corporate Social Responsibility) 22
16. Financial Highlights 24
17. Conclusion 26
18. Bibliography 27
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3. 1. Introduction
Retail is the process of selling consumer goods and/or services to customers through multiple
channels of distribution to earn a profit. Demand is created through diverse target markets and
promotional tactics, satisfying consumers' wants and needs through a lean supply chain.
Retail management can be very useful promoting greater sales and customer satisfaction by gaining
a better understanding of the consumers of goods and services produced by a company.
A typical retail management strategy for a manufacturing business might research the retail process
that distributes the finished products created by the business to consumers to determine and satisfy
what buyers want and require.Retailing in India is one of the pillars of its economy and accounts for
14 to 15 percent of its GDP. The Indian retail market is estimated to be US$ 500 billion and one of
the top five retail markets in the world by economic value. India is one of the fastest growing retail
markets in the world, with 1.2 billion people.
Indian market has high complexities in terms of a wide geographic spread and distinct consumer
preferences varying by each region necessitating a need for localization even within the geographic
zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita
at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the
world.1.8 million households in India have an annual income of over 4.5 million (US$70,650.00).
While India presents a large market opportunity given the number and increasing purchasing power
of consumers, there are significant challenges as well given that over 90% of trade is conducted
through independent local stores. Challenges include: Geographically dispersed population, small
ticket sizes, complex distribution network, little use of IT systems, limitations of mass media and
existence of counterfeit goods.A 2012 PWC report states that modern retailing has a 5% market
share in India with about $27 billion in sales, and is growing at 15 to 20% per year. As a part of this
project we focused on Shoppers Stop Ltd.
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4. 2. History Of Shoppers Stop Evolution
A part of the K. Raheja Corp Group, Shoppers Stop Ltd (SSL) began its journey in the retail
industry in 1991. Later in 1997, the company was incorporated. The company started from a single
brand shop to becoming a fashion and lifestyle store for the family and has been a pioneer in the
field of Loyalty programs in the Retail industry with its ‘First Citizens Club’.
Shopper's Stop has signed a non–exclusive retail agreement with cosmetic major Estee Lauder to
open MAC Cosmetics stores in India with 4 MAC stores operating in Bengaluru, Delhi and 2 in
Mumbai. Airport retailing is also now a part of it illustrious portfolio after entering into joint
venture with The Nuance Group AG of Switzerland and currently it has outlets at international
airports at Bengaluru and Hyderabad.
The commendable fact is that the largest department store in the country is the Shopper's Stop store
located at Rajouri in New Delhi .The company owns subsidiaries namely Crossword Bookstores,
Upasna Trading, Shopper's Stop.Com (India), Shopper's Stop Services (India) and Gateway
Multichannel Retail (India).
2.1 Milestones
Year Event
1991 Ivory Properties Hotels Limited (IPHL) opened its first Shoppers' Stop store selling
men's wear at Andheri (Mumbai)
1992 - 1993 Expanded merchandise portfolio with introducing Ladies wear, Casuals,
Kidswear and Non-apparel section(Jewellery, Fragnances, Cosmetics and
Watches) making Shoppers Stop India’s first ever departmental store
1994 Introduced the first In-house brand of ‘STOP’ began the ‘First Citizens Loyalty
program’
1995 Beginning of the expansion of Shoppers stop , second store in Bengaluru
1997 - Launched a co- branded credit card for its loyalty members in association
with HSBC.
- Shoppers Stop incorporated as a body corporate
Year
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5. 1998 - Sole retailer to be awarded the Intercontinental Group of Department
Stores (IGDS) membership
- Opened third store in Hyderabad
1999 - Implemented JDA Retail Enterprise Resource Planning(ERP). First
retailer to adopt ERP.
- Retail revolution began in North India with the launch of stores in Ansal
Plaza(Delhi) and Jaipur (4th 5th store)
2000 - Acquired Crossword-India’s leading retail book chain
- Opened stores at Chennai and Chembur (Mumbai ) (6th 7th store)
2001 Opened stores in Pune and Bandra (8th and 9th store)
2002 Opened store in Kandivli (Mumbai) (10th store)
2003 Stepped into East with the launch of store in Kolkata. Also opened stores in
Mulund(Mumbai) and Gurgaon (11th, 12th 13th )
2004 - Opened stores in Malad (Mumbai), Kolkata and Bangalore(14th, 15th
16th)
- Voted as India’s most favoured retail destination of the year by Images
Retail Reward
2005 - Opened stores in Pune, Juhu (Mumbai), Bangalore and Ghaziabad (17th ,
18th, 19th and 20th )
- Brand positioning changed from “Feel the experience to Shopping. And
beyond”
- HomeStop- Home need specialist store launched in Bengaluru .
- Launched MAC.
- Crossword became a wholly owned subsidiary
- IPO oversubscribed overall by 17.25 times.
2006 - Opened stores in Mumbai and Lucknow (21st and 22nd )
- Launched Mothercare in India and FB outlets Brio and Desi Caf.
- Bought 45% of Timezone India
- Declared “Retailer of the Year” at Images Fashion Forum
EventYear
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6. 2007 - Created movie merchandise history with unveiling of the Om Shanti Om
collection
- Signed a 50:50 JV with the Nuance Group for Airport Retailing
- Signed an MOU with Home Retail Group of UK to enter into a franchise
arrangement for the Agro formats of catalogue internet retailing
2008 - Shoppers stop repositioned and reinvented as a “Bridge to luxury” brand
with unveiling of the new logo and tagline, “START SOMETHING NEW”
- Awarded the “Emerging market retailer of the Year” at the World Retail
congress in April 2008
2009 Pioneered mascot licensing in the categories through exclusive tie-up for
certain products with Vodafone for their product brand mascot Zoozoo
2010 Increased stake in Hypercity Retail (India) Limited to 51%
2011 - Expanded to 49 stores across 22 cities
- Recognized as ‘Most Respected Company in Retail Sector’ by Business
World
2012 - Shoppers Stop - Rohini store has received VMRD Retail Design Awards.
- The Company has opened one Clinique store at 1 M. G. Road Mall,
Bengaluru.
- The Company began retailing M.A.C at Inorbit Malls” Hyderabad.
- National Education Human Resource Development Organization has
awarded Top Class Brand Award 2012 - 2013 to the Company. Mr.
Govind Shrikhande - Managing Director of the Company has been
awarded with Rashtriya Udyog Ratna Award.
2013 Shoppers Stop operations expanded to 65 stores in 28 cities
2014 Shoppers Stop operations expanded to 73 stores in 35 cities
EventYear
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7. 3. Organisation Structure
Shoppers Stop Ltd (SSL) functions under the Diversified Retail organisation structure, wherein
SSL operates in multiple markets on a national level , engaging the consumer and dressing every
need of the consumer. Due to this the scale of operations that SSL works under is a mammoth and
hence efficient allocation of resources becomes of prime importance. SSL follows a decision
making strategy which strikes a balance between decentralised centralised decision making.
The process designs are decided centrally whereas the rolling out of day to day processes are
tackled at individual store levels.
Below is the centralised level of the Retail Organisation :
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Executive Team
Mr.Govind Shrikhande (Customer Care Associate Managing Director ) ,
Mr. Salil Nair (Customer Care Associate Chief Executive Officer ) ,
Mr. Sanjay Chakravarti ( Customer Care Associate Chief Financial Officer)
Board of Directors
Mr. Chandru L. Raheja (Chairman), Mr. Ravi C. Raheja (Non-Executive Director), Mr. Neel Raheja,
Mr. B. S. Nagesh (Customer Care Associate, Vice Chairman) , Prof. Nitin J. Sanghavi, Mr. Deepak
Ghaisas, Mr. Nirvik Singh , Mr. Avnish Bajaj , Ms. Abanti Sankaranarayanan , Mr. Manish Chokhani ,
Mr. Gareth Thomas, Mr. Govind Shrikhande (Customer Care Associate Managing Director)

8. 4. Understanding Shoppers Stop
4.1 Store Format:
Shopper Stop (SS) has progressed from being a single brand shop to a family oriented fashion and
lifestyle store. Shopper stop operates under the lifestyle departmental store format, and is one of the
pioneers of the large format stores in India. The commendable fact is that the largest department
store in the country is the Shopper's Stop store located at Rajouri in New Delhi. The store
recognises itself to be a premium lifestyle department.
When it comes to their store format SS focuses on the following 3 elements that are integral to its
growth:
1. Delivering higher level of sensory experience by offering fashionable merchandise, great store
layout ambience, educated staff events for complete shopping experience
2. Contemporising the product basket to offer premium value
3. Sustaining leadership in the department store format through the optimal enforcement of the
above 2 factors through pan India presence, efficient processes excellent service quality.
Other formats introduced :
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Department Stores
Shoppers Stop Speciality Retailing
Hypermarket
Hypercity
Homeproducts
Retailing
Homestop
Beauty, Cosmetics
Retailing-
MAC, Estee Lauder
Clinique
Crossword
Parenting Products-
Mothercare
Shoppers Stop Ltd

9. 4.2 Product Mix
4.2.A Merchandise Mix
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Mens Womens Kids Home Travel
Cosmetics
Fragrances
Men’s Apparel
• Shirts
• Trousers
• Jeans
• T-shirt Polo’s
• Kurta, Pyjamas
Stoles
• Ties
• Innerwear
• Winter wear
Men’s accessories
• Wallets
• Belts
• W r i t i n g
Instruments.
• Watches
• Sunglasses
• Cufflinks
• Socks
• Footwear
Women’s Apparel
• Shirts
• Bottom wear
• Jeans
• Co-ordinated Set
• Ready to Stitch
• Skirts
• Dresses
• Lingerie
• Night wear
• Winter wear
Women’s Accessories
• Handbags
• Fashion Jewellery
• Watches
• Sunglasses
• Instruments
• Socks
• Footwear
Kids Apparel
• Shirts
• Bottom wear
• Jeans
• Skirts
• Dresses
• Night wear
• Winter wear
Kids’s Accessories
• Bags
• F a s h i o n
Jewellery
• Watches
• Sunglasses
• Footwear
• Socks
• Toys
Home Linen
Home Furnishings
Travel Cases
Accessories
Perfumes
Deodorants
Cosmetics

10. 4.2.B Brand Portfolio
Premium Brands
These are just some of the premium brands that they retail versus their competitors
Private Labels
The above brands are all the private labels of Shoppers Stop that are exclusively retail
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11. Other than the above mentioned brands they also house the following :
Apparels : Arrow, Louis Phillipie, Park Avenue , Parx, Van Heusen, Zodiac , Blackberries, Killer,
Lee Cooper, Wrangler, Allen Solly, Provouge, Wills many more
Jewellery : Facet , Carbon , Sparkles , Tanishq FQ , Swaroski , Gili , Oyzsterbay , Swarovski,
Estelle many more
Shoes : Lee Cooper, Red Tape , Picasso many more
Home Décor : Yamini , Four Seasons, Viva, Welspun, Borosil many more
Fragrances : Christian Dior, YSL , Davidoff , Joop , Diesel , Lancaster , Nicos many more
Watches : Casio , Esprit , Fossil , Titan many more
Diversified Portfolio (2011) :
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59%
41%
Non Apparels Apparels

12. 4.3 Target Market Customers
I. Demographics :
1. Age - 16 years to 40 years
2. Gender - Majority of the target market is Women (55%) Men (45%)
3. Education - Graduate above
4. Type of Family - Mostly Nuclear, modern families who are well educated
5. Socio-Economic Classification - Sec AI AII
6. Martial Status - Majority is married, yet a certain segment is single (20%)
II. Geographic Location : Tier I Tier II
III. Behavioural :
These individuals like to keep themselves updated with the latest brands convenience to shop is
of utmost importance to them. They like to have the latest first are fashion conscious brands
matter. Affordability is not much of an aspect while shopping but value of money is a definite
purchase driver. They prefer shopping at Malls as it helps them do other actives too is a source of
entertainment.
According to a survey done by Customer Satisfaction Management Measurement affiliated with
IMRB , the customers of Shoppers Stop are segment as follows :
Premium -Conscious Value - Conscious Time-Conscious
Percentage of
Shoppers
26 46 28
Socio -
Economic
Class
AI AII AI
Age Group
( Years)
15-40 15-35 15-40
Shopping
Habits
Visits with Family
Friends.
80% are First Citizens
Visits with Family Friends.
Are most likely to be walk-ins
Visits with Friends
families. Almost 70%
are first citizens
Spend High Average Average
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13. 5. Company Size
Highlights:
• Gross Retail Turnover touches Rs. 675.5 crores; a jump of 13.6% over Q1FY14
• Like-to-like growth at 3.7%.
• EBIDTA at Rs. 30.8 crore a growth of 32% over Q1FY14
• 1 Lakh plus members added to First Citizen Loyalty Programme
• Crossed 5.68 million fans on Facebook
• Total stores added in the quarter: 2 Shoppers Stop store, 5 Crossword stores, 3 M.A.C, 1 Bobbi
Brown and 2 Clinique
• Total Retail area –40.13 lacs sq.ft
• Total First Citizens members – 34.06 lacs
Market Share:
Shoppers’ Stop (SS) is the leading department store company in India. It is the
second largest retail Group in India after Pantaloons. It has built robust management systems to
capitalize on the growth potential in the organized retail space, particularly the department store
segment. However, the stock has priced in the bulk of its upside potential leaving little room for
positive surprise, in our view. SS enjoys a unique advantage of having a strong presence in the
niche department store segment, which is likely to face limited competition from both foreign and
domestic players. In our view, income elasticity in this business segment is high, and as India per
capita incomes grows, SS should capitalize on its growth potential. The company has a strong, loyal
customer base, relatively high earnings visibility and low business risk.
Turnover: The company reported a gross retail turnover of Rs.675.5 crores for the quarter ended
June 30th, 2014 as against Rs. 594.8 crore in the corresponding period last year; up 13.6%..
Employees: 1400+
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14. Retail Strategy :
• On an average stores 30000 pieces of different products.
• Merchandise sourced from 250 exporters in Delhi, Mumbai, Bangalore
• Centralised buying for all products except cosmetics and perfumes to avoid sales tax
• Carries 63 days of stock.
International Affiliations:
Shoppers’ Stop is the only retailer from India to become a member of the prestigious
Intercontinental Group of Departmental Stores (IGDS). The IGDS consists of 29 experienced
retailers from all over the world, which include established stores like Selfridges (England),
Karstadt (Germany), Shanghai No. 1 (China), Matahari (Indonesia), Takashimaya (Japan), C K
Tang (Singapore), Manor (Switzerland) and Lamcy Plaza (Dubai). This membership is restricted to
one member organization per country/region.
Acquisitions:
The Organisation, in the year 2000, along with ICICI ventures also acquired the reputed bookstore,
“Crossword”, which offers the widest range of books along with CD-ROM, music, stationery and
toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their
homes. Crossword currently has 18 Stores.
Acquisition of Hypercity- A hypermarket retail chain in 2010.
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15. 6. Mission
‘It’s Magical, It’s Comfortable, It’s My Store’.
They offer their customers a shopping experience, comprising a vast range of lifestyle merchandise,
various services and aspirational products made available to them in a globally benchmarked
shopping environment and complemented by superior customer service. They benchmark with
global retailers, and strive to enhance their service offering in line with the emerging global trends.
7. Vision
To be a global retailer in India and maintain its No.1 position in the Indian market in the
Department Store category.
They are clearly focusing on the Indian market, which they believe offers tremendous opportunities
to department stores. At the same time, they benchmark themselves with leading retailers in the
segment worldwide. It is the constant endeavour to bring in global best practices into the business
and consistently upgrade themselves to offer to the customers an international shopping experience.
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16. 8. Positioning
The ‘Bridge to luxury’ position of the brand is supported by the fact that Shoppers Stop today
presents the widest range of international premium brands like French Connection, Tommy
Hilfiger, Esprit, CK Jeans, Gas, Lancome, MAC, Chanel to name a few. It has also taken fashion to
the next level through some of its exclusive brands like Insense, Haute Curry as well as Push and
Shove which bring the absolute latest in trends and fashion to the Indian consumer
Keeping in mind the entire 'bridge to luxury' positioning the fact that luxury brands have a flaunt
value that symbolises ‘Having arrived,' there is a new symbol that has been created for Shoppers
Stop. The symbol, which is created out of the initials 'SS' provides a cue of infinity and delivers the
message of the infinite possibilities that the brand promises.
9. Objectives
Their main objective is to satisfy the consumers all needs under one roof top. The idea is to provide
the complete set of options that would be a part of the Consumers consideration set.
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17. 10. Store Locations
Shoppers Stop is one of the leading retail stores in India. Shoppers Stop began by operating a chain
of department stores under the name “Shoppers’ Stop” in India. Shoppers Stop has 74 stores across
35 cities in India. Shoppers Stop has reached out to customers across India, and also to NRIs,
through its e-commerce website, www.shoppersstop.com, which delivers to more than 500 cities
and towns across the country. The online shopping website offers the ease and convenience to shop
for leading lifestyle brands, from anywhere with secure payment options.
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City SS Dept.
Amritsar 1
Bangalore 5
Chennai 2
Delhi 5
Gurgaon 1
Hyderabad 4
Jaipur 2
Kolkatta 3
Lucknow 1
Mumbai 8
Noida 1
Pune 3
Ghaziabad 1
Siliguri 1
Durgapur 1
Bhopal 1
Aurangabad 1
Indore 1
Vijayawada 1
Total 43

18. 11. Company Policy
Privacy Policy
Shoppers Stop is committed to protecting privacy. It is important to them that their customers
retain their privacy while taking advantage of the services that they have to offer. They adhere to the
following basic principles:
1. They employ the highest levels of security to keep personal information strictly confidential.
2. They will not disclose or sell any of your personal information.
3. Although we use cookie technology to help users navigate our site efficiently they never use
cookies to store personal information.
Shipping Policy
They currently offer FREE DELIVERY on all orders. You do not pay any shipping charges on ANY
orders placed on shoppersstop.com.
The large majority of their orders are shipped within 3 working days of the order, and delivered in
2-3 days from shipping. They ship through leading courier services, and one can track his/her order
online after it is shipped. In the unlikely event when they are unable to deliver any items customers
will not be charged for that item, or shall be refunded the full amount charged for the item.
Exchange And Return Policy
Their exchange policy is lenient as they state :
They are responsible for what we sell. If you are not completely satisfied with your purchase, you
can return most items to us within 14 days of delivery to get a 100% refund.
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19. 12. Brand Status
The brand by nature is a national brand with its presence pan India.
The evolution of the brand Shoppers Stop began when the baseline of the brand logo changed with
ever-rising customer aspirations. From the 'Ultimate Shopping Experience' in 1992 and 'Feel the
experience while you shop' in 1993, to 'Shopping. And beyond.' in 2005, the brand journey speaks
about a paradigm shift from enjoying the international shopping experience to shopping for
emotional fulfilment: for example, buying a diamond ring for your loved one to express your love
or flaunting your status. This changed to 'Start Something New' in 2008 as a part of the Brand's
Makeover strategy, but still connecting to the current mindset of customers to constantly upgrade
and experiment. 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.The company’s new
logo's look and appeal is a reflection of Shoppers Stop brand's character of being a trusted and
inspiring guide' in the world of fashion, and a progressive and dynamic brand.
The new baseline of the brand, 'Start Something New', encourages customers to take a step ahead to
upgrade themselves to the next level in life. It encourages customers to step out of the box and do
things that they've always wanted to but never had the time for.The new brand philosophy promises
to help customers move up to what the world is advancing to; even bringing them experiences that
they may not have yet imagined..
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20. 13. Expansion Plans
Shoppers Stop's expansion plans for this financial year (2014/15) are very much on track. The
lifestyle retailer opened eight new stores in this fiscal (2014/15), but in the following fiscal
(2015/16), the plan is to open only around three-to-four stores.
The company, however, will reduce its focus on several of its not so well-performing categories,
such as fine jewellery and electronics. Instead of jewellery, Shoppers Stop will focus on the beauty
and personal accessories divisions.
The company has taken the share of its fashion business to 13 per cent, and plans to take it to 15 per
cent in the coming year, as that would directly impact the profitability of the business.
There will also be a move towards smaller format stores; along with rightsizing some of the larger
format HyperCity stores. The company believes that small format stores can turn around or start
making money within 12 to 18 months versus 36 to 48 months required for a big format store.
They have already reduced its store sizes in cities such as Amritsar and Ahmedabad, and will now
resize its store in Hyderabad and the ones at Vashi and Malad in Mumbai.
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21. 14. Competitors Of Shoppers Stop
The main competitors of Shoppers Stop on a national level are as follows :
• Lifestyle
• Future Retail Group
• Pantaloons( Aditya Birla Retail group)
• Westside
E-commerce :
• KOOVS
• Jabong
• Myntra
S.W.O.T Analysis
Strength - A strong presence across India
- First - movers advantage
- Brand awareness is high is favoured amongst its target market
- Varied brand portfolio, that also offers premium brands also pocket
friendly brands that attract all kinds of customers
- Caters to wide audience
- Constantly innovating itself with respect to its merchandise
Weakness - It has lesser promotional strategies on both ATL and BTL level compared
to global leaders
- It always follows low risk strategy in business or entering into new
segment
Opportunites - Big opportunity to enter into new geographies nationally
- Foreign players see it as preferred partner for making investment in India
Threats - Growing competition with the retail industry , has made the market grow
but created high competition
- E commerce is also a fast growing platform for retailing
- Price points are the biggest game changers
- International brands entering market by opening exclusive stores could
also be a threat as SS caters with premium brands too
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22. 15. Shoppers Stop Csr Activities (Corporate Social Responsibility)
In 2014, Shoppers Stop launched Green initiatives in order to be more eco-friendly. These eco-
friendly practices started back in 2007 when Shoppers Stop began its “Energy Management Policy”
to conserve energy.
Shoppers Stop, in its Green initiatives, started by following the 3Rs rules: Reuse, Reduce,
Recycle. Each R is important as we can for instance reuse old clothes or solar-renewable energy;
reduce power consumption, wastage in packaging or paper consumption; and also recycle rain
water, shopping bags etc…
1. Shoppers Stop installed solar panels on the rooftop of the
Mumbai store, providing continuous energy throughout the
shop until sunset.
2. Further in the Mumbai store, Shoppers Stop installed a
solar pipe system aiming to add more natural light in the store
during sunny days and bad weather days. Solar Pipe system
installed at Mumbai Store maximizes the concept of
Renewable Energy by reflecting, intensifying sunlight even
normal daylight, down through a pure silver base mirror-
finish aluminum tube. 50% of the store lighting is eliminated.
3. So as to reduce its unit power consumption, Shoppers Stop
has changed its air conditioning system by adding a less
consuming one; it also has replaced all their light tubes by
LEDs, making its stores greener in the whole.
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23. 4.Shoppers Stop has introduced a “Back To Earth” range of products
in Home products made of eco-friendly materials.In addition to
these Green initiatives, Shoppers Stop supports NGOs such as
Child Rights and You (CRY) and Concern India Foundation.
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24. 16. Financial Highlights
Shoppers Stop Ltd will add 8 departmental and 2 Hypercity stores in FY15.
FY14 saw one of the
largest store additions in the last 23 years for SSL. 50% of SSL’s stores have opened in past three
years. In FY15, the summer sales season will remain for 6 weeks. All the stores, which were
renovated in Q1FY15, are mature and currently contribute more than 15% to overall sales of
Shoppers Stop’s departmental stores. 15-18 stores were renovated in past 5 years and after
renovation, sales growth has improved by 15-20% from earlier level.
Annual Report 2013 - 2014:
The company has continued to ramp up its store presence, across the country, in all its formats, in
keeping with its vision of being a leader and pioneer in Indian modern retail. During the year, SSL
has launched 5 Shoppers Stop department stores, 2 Homestop stores, 8 MAC stores, 4 Clinique
stores and 1 Estee Store. For the year 2013–14, SSL has achieved revenues of Rs.2560 crores , up
by 17%. The Company's loyalty programme, The First Citizens Club and the membership of the
programme crossed the 34.06 lacs.
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25. of 25 27
Average Selling Price (INR)
0
275
550
825
1100
FY08 FY09 FY10 FY11 FY12 FY13
1,081
977
913
856
821
759
Average Transaction Size (INR)
0
625
1250
1875
2500
FY08 FY09 FY10 FY11 FY12 FY13
2,443
2,3212,311
2,029
1,843
1,720

26. 17. Conclusion
Shoppers Stop chapter in India is the one that is ever growing and expanding. The company has
managed to place itself in category of Premium retailing that has a multi brand offering which its
competitors are yet to achieve. Along with this their Loyalty program is one that has written the
ever successful chapter in the Indian Retailing. From the research that we understood the landscape
of the Indian retail industry how Shoppers Stop has managed to capture a sizeable market
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27. 18. Bibliography
• Cases in Marketing Management edited by Kenneth E. Clow, Donald Baack
• Retail Management By S.C. Bhatia
• http://corporate.shoppersstop.com/investors/annual-report.aspx
• http://www.moneycontrol.com/competition/shoppersstop/comparison/SS51#SS51
• IBEF.org
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