Marketing Mix Of Shoppers Stop and 7Ps (Updated 2024)

The Marketing mix of Shoppers Stop analyses the 7Ps of Shoppers Stop, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Shoppers Stop. Shoppers Stop is a publicly traded company of Indian origins. It is associated with the retail and lifestyle industry as it deals in numerous related products and international brands. Shoppers Stop was founded in 1991 and is a subsidiary of its parent company, K Raheja Corp Group. It faces competition from the following companies.

• Wills Lifestyle
• Westside
• Vishal Mega mart
• Ebony
• Pantaloons
• Globus
• Central

About Shoppers Stop

• Type: Department store chain
• Industry: Retail
• Founded: 1991
• Founder: K Raheja Corp
• Headquarters: Mumbai, India
• Area served: India
• Key people: BS Nagesh (Chairman) and Venu Nair (CEO)
• Number of employees: 12,000

Shoppers Stop Product Strategy

Shoppers Stop has become one of India’s most happening retail outlets and brands with a diversified product and service portfolio.

The new Product Mix of Shoppers Stop in 2024 is as follows (Source).

1. Women’s Segment: Includes clothing, accessories, shoes, jewelry, and beauty care products.
2. Men’s Segment: Offers clothing, accessories, shoes, jewelry, and grooming products.
3. Kids’ Segment: Features boys’ and girls’ clothing, shoes, infant clothing, toys, and accessories.
4. Gifts: Comprises sweets, chocolates, premium gifting options, and unique occasion gifts.
5. Home Furnishings and Décor: Encompasses kitchen and dining items, furniture, bathware, home décor, living room essentials, electronic appliances, and bedding.
6. Sister Brands: Includes Crossword (books), Home Stop (home solutions), Hypercity (supermarket items), and others.

Shoppers Stop Pricing Strategy

Shoppers Stop’s pricing and promotion strategy target customers can be summarized in the following points:

1. Competitive Pricing: Prices are set competitively to match numerous market competitors.
2. Discounts and Sales Events: Regular discounts and sales events are organized, mainly on older stock.
3. Price Range: A wide price range, from budget-friendly to premium designer collections, caters to diverse customer segments.
4. Strategic Pricing for New Arrivals: New arrivals are generally sold at standard prices, without discounts.
5. Target Customer Segments: Pricing strategies are tailored to appeal to frequent and high-end shoppers, particularly in the women’s category.

Shoppers Stop Place Strategy

Shoppers Stop has a Pan-India presence as it has spread its distribution network of department stores to most parts of the country. Its headquarters are in Mumbai, Maharashtra. Shoppers Stop started its operations by opening its first outlet at Andheri in Mumbai and since then has spread its presence to include seventy-four stores in thirty-five cities like Kolkata, Chennai, Jaipur, Noida, New Delhi, Bangalore, Bhopal, Amritsar and Aurangabad.

Shoppers Stop joined the e-commerce industry in 2008 with delivery options in critical Indian cities. As part of its omnichannel strategy in 2016, February launched its mobile application to garner a more extensive customer base. Shoppers Stop has a strong distribution channel that includes the services of an established management team and skilled workforce for direct and indirect business dealings with its customers.

Here’s a summary of the place strategy of the competitors at Shoppers Stop:

1. Wide Geographic Presence: Shoppers Stop has a presence in over 35 cities across India, with more than 80 stores strategically located in various parts of the country.
2. Sister Brand Stores: They also operate sister brand stores like Hypercity, Home Stop, and Crossword across India, enhancing their market reach.
3. Online and Mobile Presence: Shoppers Stop has embraced e-tailing, making its products accessible to over 1200 towns and cities through online and mobile apps.
4. Regional Distribution Centers: The brand operates four regional distribution centers, ensuring timely and efficient movement of products to stores nationwide.
5. Integrated Store Layout: Shoppers Stop stores feature a standardized layout, with specific product categories arranged systematically across different floors for an enhanced shopping experience.

Shoppers Stop Promotion Strategy

Shoppers Stop has adopted ATL and BTL marketing strategies to promote its brand in the consumer market segment. It has also implemented Interactive and Guerrilla marketing strategies to increase brand awareness. Shoppers Stop has launched several ad campaigns and promotional policies with the help of electronic, digital, print, and social media platforms.

Advertisements are shown on popular television channels, newspapers, magazines, hoardings, Twitter, Facebook, and YouTube to give retailers maximum exposure. Shoppers Stop also offers periodic discounts and gift vouchers to make retailers attract further sales at regular intervals. It has been awarded several accolades, including the EmergitheMarket Retailer of the Year Award and the Hall of Fame. After a tie-up with Quiksilver Solutions, it has launched a loyalty program titled First Citizen for its regular customers and Shoppers Stop Gift Card.

Some Recent Video ads and Print ads for Shoppers Stop are:

Shoppers Stop People Strategy

When examining the “People” aspect of the Service Marketing Mix for Shoppers Stop, it is crucial to consider various elements contributing to customer experience and service delivery. The “People” component includes employees, management, and even customers, focusing on how they interact and how these interactions affect the overall service quality. Here are key points regarding the “People” aspect of Shoppers Stop’s marketing strategy:

1. Employee Training and Development: Shoppers Stop invest significantly in training and developing its staff to ensure high levels of customer service. This includes product knowledge, customer interaction skills, and handling complaints or queries efficiently.
2. Customer-Centric Staff: The employees at Shoppers Stop are selected based on their customer service orientation and ability to engage positively with customers. This focus on hiring the right people helps in creating a welcoming and helpful shopping environment.
3. Staff Empowerment: Empowering employees to make decisions can significantly enhance customer satisfaction. Shoppers Stop empowers its staff to resolve customer issues swiftly without always needing managerial approval, leading to a more seamless customer experience.
4. Uniforms and Presentation: The appearance of staff members, including their uniforms, plays a vital role in creating a professional image. Shoppers Stop ensures its employees are well-groomed and dressed in uniforms that reflect the brand’s values and professionalism.
5. Management and Leadership: The leadership at Shoppers Stop plays a crucial role in shaping the culture and service orientation of the organization. Effective leadership ensures that the focus on customer service permeates throughout the organization.
6. Customer Interaction and Engagement: Employees are trained to interact with customers professionally and be friendly. This includes greeting customers, offering assistance, and providing a personalized shopping experience.
7. Feedback and Continuous Improvement: Shoppers Stop customer feedback to improve service quality continuously. Employees are encouraged to listen to customer feedback and suggestions, which are used to improve.
8. Diversity and Inclusion: The brand values diversity in its workforce, reflecting its varied customer base. A diverse staff can better cater to the needs of a diverse clientele, enhancing customer relations and service.
9. Role of Technology: While not directly part of the “People” element, technology supports staff to deliver better service. For example, employees can access customer history and preferences through CRM systems to offer a more personalized service.
10. Incentives and Motivation: Shoppers Stop employs various incentive programs to motivate its employees to deliver exceptional service. This includes rewards for outstanding customer service, which fosters a culture of excellence and accountability.

Shoppers Stop Process Strategy

The “Process” element of the Service Marketing Mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. For the retail industry and Shoppers Stop, a leading Indian department store chain offering various products and services, the “Process” aspect is crucial in delivering a seamless and satisfying customer experience. Here are key points that outline the “Process” at Shoppers Stop:

1. Streamlined Billing and Checkout: Shoppers Stop has implemented efficient billing and checkout processes to minimize wait times. This includes multiple payment options, dedicated checkout counters, and technology to speed up transactions.
2. Customer Service Desk: The presence of a customer service desk in stores, where customers can make inquiries, return or exchange products, and receive assistance, is a critical part of their process. This desk acts as a central point for addressing customer needs promptly.
3. Omnichannel Shopping Experience: Shoppers Stop offers an integrated shopping experience across its physical stores, online website, and mobile app. Customers can browse products, check availability, buy online, and choose to pick up in-store or get home delivery, ensuring a seamless process from start to finish.
4. Personalized Services: The retailer provides personalized shopping assistance through style experts and personal shoppers. This service is designed to help customers make informed decisions based on their preferences and needs, enhancing the overall shopping experience.
5. Loyalty Program: The First Citizen loyalty program is a key component of Shoppers Stop’s process, rewarding customers for their purchases with points that can be redeemed on future shopping. This program also offers exclusive benefits and personalized offers, encouraging repeat visits.
6. Easy Returns and Exchanges: Shoppers Stop has a customer-friendly return and exchange policy, allowing customers to return or exchange products within a specified period if they are unsatisfied with their purchase. This process is made straightforward and hassle-free to enhance customer satisfaction.
7. Product Reservation: Customers can reserve products they are interested in, either online or in-store, ensuring they can purchase items before they are sold out. This service is beneficial for high-demand or limited-stock items.
8. Feedback and Continuous Improvement: The company actively seeks customer feedback on its services and processes through various channels, including in-store feedback forms, online surveys, and social media. This feedback is used to improve and refine their processes continuously.
9. Inventory Management: Efficient inventory management ensures that products are available when customers want them. Shoppers Stop uses sophisticated inventory systems to keep track of stock levels, manage reorders, and minimize stockouts.
10. Safety and Hygiene Protocols: Especially relevant in the context of recent global health concerns, Shoppers Stop has implemented rigorous safety and hygiene protocols across its stores, including regular sanitization, mandatory masks, and social distancing measures to protect both customers and employees.
11. Training and Development: Employees are regularly trained on the latest processes and technologies to ensure they can deliver the best service possible. This includes training in customer service, product knowledge, and operational procedures.

Shoppers Stop Physical Evidence Strategy

The “Physical Evidence” component of the Service Marketing Mix refers to the environment in which the service is delivered, along with any tangible goods that facilitate the performance or communication of the service. For Shoppers Stop, a premier retail company focused in India, physical evidence plays a significant role in shaping customer perceptions and experiences. Here are key points highlighting the physical proof of Shoppers Stop:

1. Store Design and Layout: Shoppers Stop stores’ architectural design and interior layout are carefully planned to provide a comfortable and inviting shopping environment. This includes spacious aisles, clear signage, well-organized product displays, and thematic sections that enhance the shopping experience.
2. Ambiance: Shoppers Stop stores focus on creating a pleasant ambiance through lighting, music, and scent. The aim is to create a welcoming environment that encourages customers to spend more time exploring the wide range of products in the store.
3. Branding Elements: The use of consistent branding elements across all stores, including the logo, color scheme, and thematic visuals, reinforces brand identity and ensures a uniform customer experience across different locations.
4. Point of Sale Displays and Promotional Material: Strategically placed point-of-sale displays and promotional materials within the store guide customers towards current offers and new arrivals and enhance the store’s visual appeal.
5. Quality of Physical Goods: The quality of the products offered, including clothing, accessories, and home goods, serves as physical evidence of the brand’s commitment to quality. Packaging, product design, and the overall presentation of goods contribute to the perceived value of the products.
6. Cleanliness and Maintenance: Regular cleaning and maintenance of the store, including dressing rooms, restrooms, and common areas, are essential for creating a positive impression and ensuring customer comfort.
7. Online Presence: The company’s website and mobile app serve as digital physical evidence. These platforms’ design, usability, and content reflect the brand’s image and are crucial for providing a seamless omnichannel shopping experience.
8. Customer Service Desks: Visible and accessible customer service desks within the stores provide tangible evidence of the brand’s commitment to customer satisfaction. These desks serve as interaction points for inquiries, returns, exchanges, and feedback.
9. Receipts and Billing Statements: The design and clarity of receipts and billing statements, including the inclusion of loyalty points earned and return policies, are essential pieces of physical evidence that contribute to the overall service experience.
10. Employee Uniforms: The uniforms worn by Shoppers Stop employees are not only a part of the brand’s visual identity but also a symbol of professionalism and the high standard of customer service that the brand aims to deliver.
11. Safety Measures: Visible health and safety measures, especially in light of recent global health concerns, such as sanitization stations, social distancing markers, and signage, provide physical evidence of the store’s commitment to customer and employee safety.
12. In-store Technology: The use of technology, such as digital kiosks, interactive screens, and mobile point-of-sale systems, enhances the shopping experience and serves as physical evidence of the brand’s innovation and modernity.

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