Essay On Shopper's Stop
Shopper’s Stop
History
Shopper’s stop is one of the most leading department stores dealing purely in the retail sector of India. The Parent company K Raheja Group is a player in retail, real estate and hospitality businesses in India. It is a public company founded in the year 1991 and headquartered in Mumbai, Maharashtra. Shopper’s Stop evolved from being a brand store selling only men’s wear to becoming one of the leading lifestyle store across age categories. Known for its quality, Shopper’s Stop has become the benchmark for the Indian retail industry. The stores have a strong presence in the second-tier and third –tier and metropolitan cities of the country. Shopper’s stop has evolved in retailing through department stores, specialty stores entertainment and
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The “First citizen program” is a loyalty program that Shopper’s Stop launched with a view on customer convenience. It provides customer friendly signage, customer service desk alteration desk, gift wrapping service and the exclusive membership.
Customer Retention Program is another management practice that they adopted to enhance customer loyalty as the brand positioning depends on customer loyalty. It was no longer enough to satisfy a customer. Delighting them became important to survive the highly competitive retail sector. They launched a program known as “SKIDS” for building loyalty among the kids of first citizen members.
Technological advancements in the form of scanners, barcode system, and computerized operations helped the company to be more efficient. It was one of the early adopters of ERP (Enterprise Retail Planning) system. It enabled them to access information online and make faster and better decisions.
Business Model
Founded in 1991, Shopper’s Stop has grown over the years to establish itself as a lifestyle store. With just one store in 1991, today its presence is felt in 33 cities with a total of 73
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