A PROJECT RESEARCH REPORT

ON
CUSTOMER SATISFACTION, STORE OPERATION
AND FOOTFALL MANAGEMENT
OF
SHOPPERS STOP LTD

Reported Submitted by Souvik Bhattacharya

Roll No: VU/DE/MBA-IVS/2857
Institute: Bengal Institute of Business Studies
Registration No: VU/1234-THAK-KIT42
COLLEGE NAME: BENGAL INSTITUTE OF BUSINESS STUDIES
This Project is submitted for the Partial Fulfillment of Masters of Business Administration from
Vidyasagar University

[1]
 PREFACE

The MBA curriculum is designed in such a way that student can grasp maximum knowledge and
can get practical exposure to the corporate world in minimum possible time. Business schools of
today realize the importance of practical knowledge over the theoretical base. The research
report is necessary for the partial fulfillment of MBA curriculum and it provides an opportunity
to the researcher in understanding the industry with special emphasis on the development of
skills in analyzing and interpreting practical problems through the application of management
theories and techniques. It is a new platform of learning through practical experience, which
incorporates survey and comparative analysis. It gives the learner an opportunity to relate the
theory with the practice, to test the validity and applicability of his class room learning against
real life business situations. Professors give us theoretical knowledge of various subjects in the
college but we are practically exposed to such subject when we get the training in the
organization. It is only the training though which I come to know that what an industry is and
how it works. I can learn about various departmental operations being performed in the industry
which would in return help me in future when I will enter the practical field. Training is an
integral part of MBA and each & every student has to undergo the training for 3 month in a
company and then prepare a project report of the same after the completion of training. During
this whole training, I got a lot of experience and they have to know about the management
practice in real and how it differs from the theoretical knowledge. In today’s globalize world
where theoretical knowledge is not sufficient to grasp the knowledge about the management
field. So I need to have practical knowledge which will help me to improve my practical
knowledge and guide me in my later career activities. In this project I have tried to study the
store operations in retail industry (Shoppers stop ltd) how to manage and store our
merchandise in a proper manner that will go a long way in reducing stock damages and also to
study the Customer Perception towards retail outlets , and Customer Satisfaction
I feel great and pleasure in presenting this research project is essential in partial fulfillment of our
summer internship program

ACKNOWLEDGEMENT

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This Project requires co-operation of many people and this work is no exception. It is difficult to
thank individually all the persons who patronized this work. I borrowed ideas, expressions and
facts from so many that it would require one volume to give credit to all. So, the researcher
wants to thank all the patrons of this report.

First and foremost, I would like to express my sincere and profound gratitude to Anjan Bose
(CCA & Unit Head, Shoppers Stop South City, Kolkata) & Ranadeep Patra (CCA &
Retail Operational Manager, Srijoni Roy (Unit HR) Shoppers Stop South City, Kolkata)
who’s guidance has given a proper shape to this project. Their attitude towards excellence, their
helping nature and enthusiasm has been source of constant inspiration. Their unhitching support
during our work is very admirable. They are the true driving force behind this work throughout,
constantly encouraging us to do our best and inspiring us to aim higher. I would like to thank
Mr. Rahul Bera (Department Manager)
Who guided me in this project?
I would like to thank Prof. Deepak Bhattacharyya (Dean Of Bengal Institute of Business
Studies) and Prof. Anindya Dutta (Head of Academics) for their constant support.

Also I would like to thank Prof. V. Vishwanath (Senior Faculty Of Bengal Institute of
Business Studies) who helped me during my research work immensely. His valuable
suggestions helped me to complete my project.

I will be failing in my duty, if I do not express my indebted ness to my Parents and family
members for generating confidence in us right from the commencement of this task to its
accomplishment. I’m also very thankful to all the faculty members, the whole college staff for
providing necessary facilities and support, essential for bringing out this work in a short time. I
want to thank my friends who extended their cooperation and were patient at all stages of my
work. Last but not the least, I’m thankful to all respondents, who gave us their precious time and
support to fulfill this task, without their co-operation the study would not have seen the light of
the day.

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 DECLARATION

I hereby declare that the project work entitled “CUSTOMER SATISFACTION, STORE
OPERATION AND FOOTFALL MANAGEMENT’’, submitted to Bengal Institute of
Business Studies, Kolkata, for 4th Semester VU Exam and is a representation of my work
completed under the guidance of Prof. V. Vishwanath from Bengal Institute of Business Studies
and Mr. Ranadeep Patra and Rahul Bera (Department Manager) from Shoppers Stop Ltd.

I also hereby declare that this project report has not been submitted at any time to any other
university or institute for the award of any Degree or Diploma.

Prepared by
Souvik Bhattacharya

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 CONTENTS

EXECUTIVE SUMMARY

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This Project ‘’CUSTOMER SATISFACTION, STORE OPERATION AND FOOTFALL
MANAGEMENT’’ lightens about the working procedure of Retail Industry and how retail
industry satisfies customers, and how they manage to retain customers for future. It gives clear
idea about how Shoppers Stop works to increase footfalls
To complete my Project research report I joined Shoppers Stop Ltd and stayed there for 2 and
th th
Half months. I joined Shoppers Stop on 2 May 2016 and released from their on 15 July
2016. Shoppers Stop Ltd is one of the leading organizations in the retail field.

The objective of this session to understand the store operations in retail industry (Shoppers stop
ltd) how to manage and store our merchandise in a proper manner that will go a long way in
reducing stock damages. To ensure that we manage and store our merchandise proper manner
that will go a long way in reducing stock damage.
The main emphasis of all retail companies like shoppers stop is to retain customers and increase
footfalls and conversion ratio. To increase footfalls, they took help of various Visual
merchandises and to retain customers they created their loyalty scheme named First Citizen
Program. To achieve full customer satisfaction they train their Customer Care Associates how
to give proper service.
During my short tenure in Shoppers Stop I was placed on floor first and that was in KIDS
Department
And then I was posted as cashier Department Were I came to know About Cashering Norms.
Also I researched about how a CCA works, provide service and satisfies customer, how
Shoppers Stop increases footfalls. Hence, after releasing from Shoppers Stop I tried my small
endeavor and made this project on ‘’CUSTOMER SATISFACTION, STORE OPERATION
AND FOOTFALL MANAGEMENT OF SHOPPERS STOP LTD”

INTRODUCTION

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 OVERVIEW OF THE INDUSTRY

Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and around
eight per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5
per cent compounded annual growth rate. India's huge middle class base and its untapped retail
industry are key attractions for global retail giants planning to enter newer markets. Driven by
changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is
expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-
200 billion by 2016.
The organized retail industry in India had not evolved till the early 1990s. Until then, the
industry was dominated by the un-organized sector. It was a sellers’ market, with a limited
number of brands, and little choice available to customers. Lack of trained manpower, tax laws
and government regulations all discouraged the growth of organized retailing in India during that
period. Lack of consumer awareness and restrictions over entry of foreign players into the sector
also contributed to the delay in the growth of organized retailing. Foundation for organized retail
in India was laid by Kishore Biyani of Pantaloons Retails India Limited (PRIL). Following
Pantaloons’ successful venture a host of Indian business giants such as Reliance, Bharti, Birla
and others are now entering into retail sector. A number of factors are driving India's retail
market. These include: increase in the young working population, hefty pay-packets, nuclear
families in
Urban areas, increasing working-women population, increase in disposable income and customer
aspiration, increase in expenditure for luxury items, and low share of organized retailing. India's
retail boom is manifested in sprawling shopping centers, multiplex- malls and huge complexes
that offer shopping, entertainment and food all under one roof.
But there is a flip side to the boom in the retail sector. It is feared that the entry of global
business giants into organized retail would make redundant the neighborhood kiryana stores
resulting in dislocation in traditional economic structure. Also, the growth path for organized
retail in India is not hurdle free. The taxation system still favors small retail business. With the

Intrinsic complexities of retailing such as rapid price changes, constant threat of product
obsolescence and

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Low margins there are always a threat that the venture may turn out to be a loss making one. A
perfect business model for retail is still in evolutionary stage. Procurement is very vital cog in the
retail wheel. The retailer has to fight issues like fragmented sourcing, unpredictable availability,
unsorted food provisions and daily fluctuating prices as against consumer expectations of round-
the-year steady prices, sorted and cleaned food and fresh stock at all times. 

Trained human resource for retail is another big challenge. The talent base is limited and with the
entry of big giants there is a cat fight among them to retain this talent. This has resulted in big
salary hikes at the level of upper and middle management and thereby eroding the profit margin
of the business. All the companies have laid out ambitious expansion plans for themselves and
they may be hampered due lack of requisite skilled manpower. But retail offers tremendous for
the growth of Indian economy. If all the above challenges are tackled prudently there is a great
potential that retail may offer employment opportunities to millions living in small town and
cities and in the process distributing the benefits of economic boom and resulting in equitable
growth.

TOP RETAILERS IN INDIA ARE AS FOLLOWS:

1. LIFESTYLE

2. SHOPPERS STOP

3. PANTALOONS

4. WESTSIDE

5. BIG BAZAR

6. SPENCERS

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 COMPANY PROFILE

Shoppers Stop Limited was founded by K Raheja Corp in 1991 laying the foundation of the
organized retail industry in India. It started operations with the first store in suburban Mumbai
and is now a multi-channel retailer with 26 large format department stores and online presence.
From its inception, Shopper's Stop has progressed from being a single brand shop to becoming a
Fashion & Lifestyle store for the family. Today, Shopper's Stop is a household name, known for
its superior quality products, services and above all, for providing a complete shopping
experience. With an immense amount of expertise and credibility, Shoppers’ Stop has become
the highest benchmark for the Indian retail industry. In fact, the company’s continuing expansion
plans aim to help Shoppers’ Stop meet the challenges of the retail industry in an even better
manner than it does today. Shoppers Stop invested in and acquired the Crossword Bookstores
which now operates more than 50 stores across the country. It has also invested in Hyper City, a
hypermarket which has been rated as amongst the top 100 stores worldwide. With exclusive
brands as well as domestic and international brands, Shoppers Stop continues its expansion
across the country with the department stores, bookstores and hypermarkets. Shoppers' Stop is a
leader in the Indian Retail Sector and one of the pioneers in setting up large format department
stores chain in India. Shopper's Stop Ltd has a national presence, with over 6, 85,000 square feet
of retail space and stocks over 200 brands of garments and accessories.
By 2017, Shoppers Stop has 85 stores in India.

Former logo of the company New logo of the company

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 Board of directors
Mr. C. L. Raheja
Chairman and Non-Executive Director

Mr. Ravi C. Raheja

Non-Executive Director

Mr. Neel C.Raheja

Non-Executive Director

Mr. B. S. Nagesh
Customer Care Associate, Vice Chairman and Non-Executive Director

Mr. Govind Shrikhande

Customer Care Associate & Managing Director

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 VISION OF THE COMPANY
 
To be an inspirational and trusted brand, transforming customer's lives through fashion and
delightful shopping experience every time 

Mission

“Nothing but the best” To strive & achieve nothing but the best in terms of processes,
practices & deliverables.

Values that help us in achieving our mission and vision:

 EXCELLENCE - "We will have an environment that encourages development &

excellence."

 OPENNESS - "The obligation to dissent and an environment conducive to openness."

 CARE - "We will have a willingness to apologize and forgive."

 INTEGRITY – "We will be fair and not take what is not ours."

 INNOVATIVE – "We will have an environment of innovation and growth."

 SOCIALLY RESPONSIBLE – "We will respect our customers’ rights and be socially
responsible."

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 SHOPPERS STOP'S SISTER STORES

Business Partners
Launched as India's premier retail chain for branded apparel and accessories, Shoppers' Stop has
systematically progressed from only branded apparel to private label garments to home
furnishings, and finally into books and music - all focused on our customers' lifestyle
requirements and aspirations. In 2000, SSL diversified into Bookstore Retailing by acquiring
51% stake in Crossword which it later increased to 100% in 2005. SSL has also ventured into
various categories like cosmetics through MAC, mother and infant care through Mother care,
home solutions through Home Stop, food and beverages (F&B) through Brio and Desi Café,
gaming and entertainment through Time zone, Ladies non-apparel and accessories through its
luxury format, Arcelia, and into airport retailing through its 50:50 joint venture (JV) with the
Nuance group. SSL also has 19% stake in the hyper-mart format of Hyper City and has plans to
increase it by 51% by end of June-2010. Shoppers‘s Store‘s sister store are:

Crossword Bookstores
Crossword Bookstores is a chain of largest bookstores in India with 52 branches. Shoppers Stop
acquired 100 per cent stake in bookstore chain Crossword. Crossword is positioned as a lifestyle
bookstore with their spacious, well laid out a store which encourages customers ease in browsing
through the merchandise of books, music, stationary and toys.

Home Stop
Home Stop is premium home furnishings home concept store, which offers products in home
decor, furniture and accessories, bath accessories, bedroom furnishings, mattresses, draperies,
carpets, modular kitchens and health equipment.

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Brio
Brio makes Shopper‘s Stop Ltd.'s foray into Food and Beverage which was a step towards
franchised coffee bars‖. Brio – the café bistro is designed provides customers a place to relax,
revive and reflect. It has a classic yet sophisticated ambiance. Brio has 20 outlets in select cities.
Cafe Coffee Day (CCD), the retail division of Amalgamated Bean Coffee Trading (ABCTL), has
signed a MoU with Shoppers Stop to run its BRIO outlets.

Desi Café
Desi Café and their operations have been taken over by Cafe Coffee Day (CCD), the retail
division of Amalgamated Bean Coffee Trading (ABCTL), has signed a MoU with Shoppers Stop
to run its Desi Cafe outlets.

Hyper City
Hyper City provides customers a wide variety of range of products for shopping in a large and
modern retail environment. It offers a contemporary range of products, sourced from both local
and international markets. The product range covers:
Foods and Grocery, Homeware, Home Entertainment, Hi-Tech, Appliances, Furniture, Sports,
Toys & Fashion.

M.A.C.
M.A.C. and Shopper‘s Stop Ltd. entered into a non-exclusive retail agreement with cosmetics
major Estee Lauder to open up M.A.C. Cosmetics stores in India. M.A.C. Makeup-Art
Cosmetics - the professional brand of choice, is the first brand

Under the Estee lauder Group of Companies portfolio to enter the Indian retail market. Currently
there are 9 M.A.C. stores operating

[13]
Arcelia
Arcelia is a new retail concept aiming at the growing accessories and cosmetics segment, with a
strong emphasis on experience and indulgence and primarily caters to discerning women
shoppers. It retails cosmetics, fragrances, fine jewelry, footwear, handbags.

Mother Care
Mother Care and Shoppers Stop come together to introduce products for infant and toddler care
which stocks a variety of products for mother and babies, toddlers and children till eight years of
age with the focus being on style, function and safety.

Nuance Group
Nuance Group with Shoppers Stop makes an entry into airport retailing. The alliance is marked
with a joint venture with The Nuance Group AG of Switzerland, the world‘s leading airport
retailer. Shopper's Stop Ltd. is handling the retail operations at the duty free zones in
international terminals. The joint venture company, called Nuance Group (India) Private
Limited. is operating outlets at the International airports at Bengaluru and Hyderabad.

Hyper City-Argos

Hyper City-Argos and Shoppers Stop, the two retail ventures of K Raheja group had signed a
memorandum of understanding with UK‘s leading retail chain Home Retail group to develop the
Argos (retailer) retail format stores in India. Two years later, Shoppers Stop Ltd has informed
Bombay Stock Exchange shall wind down and discontinue its catalogue retail operations under
the Hyper city-Argos brand.

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Time zone
Shoppers Stop forayed into the Entertainment sector by acquiring 45% stake in Time zone
Entertainment Private Limited which is in the business of setting up and operating Family

[15]
STORE MANAGEMENT HIERARCHY

STORE MANAGER (Unit Head)

RETAIL OPERATION MANAGER

DEPARTMENT MANAGER

FASHION ASSISTANT

CUSTOMER CARE ASSOCIATE (CCA)

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 TRAINEE CCA

OVERVIEW OF THE INDUSTRY

Emerging markets such as India and China are the final frontier for retail taking the focus away
from saturated Western markets. Since 2001, 49 global retailers entered 90 new markets, but at
the same time, 17 retailers left markets in 2005.

The Indian retail industry in valued at about $300 billion and is expected to grow to $427 billion
in 2010 and $637 billion in 2015. Only three percent of Indian retail is organized. Retailers of
multiple brands can operate through a franchise or a cash-and-carry wholesale model.

Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP and around
eight percent of employment. Retail in India is at the crossroads. It has emerged as one of the most
dynamic and fast paced industries with several players entering the market. That said, the heavy
initial investments required make breakeven hard to achieve and many players have not tasted
success to date. However, the future is promising; the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating operations.

Retailing in India is gradually inching its way to becoming the next boom industry. The whole
concept of shopping has altered in terms of format and consumer buying behavior, ushering in a
revolution in shopping. Modern retail has entered India as seen in sprawling shopping centres,
multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one
roof.

The Indian retailing sector is at an inflexion point where the growth of organized retail and
growth in the consumption by Indians is going to adopt a higher growth trajectory. The Indian
population is witnessing a significant change in its demographics. A large young working
population with median age of 24 years, nuclear families in urban areas, along with increasing
working-women population and emerging opportunities in the services sector are going to be the
key growth drivers of the organized retail sector.

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Initially, this was about Indian corporate houses rolling out malls and supermarkets, but with Wal-
Mart coming into the Indian market, the era of the superstore is dawning. Unlike the kirana stores
that served us for decades, this new breed of retail chains is heavily dependent on IT.

Wal-Mart, the world’s largest retailer, and Bharti Enterprises have signed a Memorandum of

Understanding (MoU) to explore business opportunities in the Indian retail industry. This joint
venture will mark the entry of Wal-Mart into the Indian retailing industry.

The biggest competitor for Bharti-Wal-Mart is likely to be Reliance Retail, the retail wing of
Reliance, which had planned to establish 10,000 stores by 2010. It had already opened 11 pilot
stores under the “Reliance Fresh” format in Hyderabad.

All these trends and developments present a great business opportunity for software and
hardware vendors from across the globe. Indian solution providers are targeting this segment
have reason to rejoice. For while organized retail occupies a miniscule two to three percent of the
overall Indian retailing industry, that is poised to change.

In spite of the prospects being good things aren’t quite as rosy when it comes to awareness of IT
systems. In most cases, organized retailers in India have installed solutions that help them
automate transactional systems.

With the retail sector in India undergoing a transformation due to the entry of large corporate
houses, IT managers and CIOs are now looking forward to know how IT can help them achieve
the business goals of their organizations.

Standards-based architecture and software support all kinds of mission-critical IT applications

for enabling greater efficiency, significant cost savings, and new business value. The critical

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activities that can be handled by IT are finance and accounting, business intelligence, vendor
development and management, supply chain management, merchandising and inventory

Management, facilities management, stores management, customer relationship management,

branding, marketing, sales promotion and HR.

Like any other vertical, retail also stands to benefit from elaborate IT set-ups. However, this is
subject to the scale and size of the organization, as well as an objective assessment of its
requirements. Key common challenges that can be tackled through IT implementations include
accurate merchandising, improved planning, and increasing profitability, enhancing customer
experience, strengthening store operations, improved workforce management, and improving the
supply chain. This is in fact one of the key imperatives facing retailers in India, to have a robust
and scalable supply chain that will facilitate rapid growth.

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 OBJECTIVES AND GOAL OF THE PROJECT

PRIMARY OBJECTIVES

To Increase Customer Satisfaction

Customer Service
Acquiring the Right Products Knowledge

SECONDARY OBJECTIVE

Product Presentation & Merchandising

Inventory Management

GOALS OF THE PROJECT

To Increase Footfall and control Conversion process
Customer Perception towards retail outlets

Knowing about Standardized Operational Procedure of Customer Service Desk and

First Citizen Desk

To know about Alteration process of Shoppers Stop Stores

To know about Exchange process of Shoppers Stop Stores
To know about Gift Wrapping Procedures in Shoppers Stop Stores
to give a clear idea about First Citizen Program of Shoppers Stop.

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DAY TO DAY STORE OPERATION:

The objective of this session to understand how to manage and store our merchandise in a proper
manner that will go a long way in reducing stock damages. To ensure that we manage and store
our merchandise proper manner that will go a long way in reducing stock damager.
Suggestive as well as consultative sale is required so an associate have to describe the material,
feature, benefit and advantage of the product to the customers in a very detailed manner. After
selling the product he/she had to take the customer’s feedback regarding services, merchandise
availability, cleanliness and suggestion to improve on our processes. They need to approach the
customers for becoming a first citizen member, a Loyalty program of shoppers stop by telling
them the benefits of enrolling them. Various benefits the customers gets are special offers,
special discounts during sale period, parking reimbursements, Special Discount with tie ups,
special privileges in shoppers stop itself, it also helps the customers to earn points on their every
purchases, these points can redeemed for an equivalent value of purchases at Shoppers Stop.

RESPONSIBILITIES OF AN ASSOCIATE

A responsive customer interaction and dealing.

Solving the queries after over viewing the feedback from & listening to suggestions from
the customer’s end.

Converting them into First Citizen members (if they are not).
Segregation & Visual Merchandising of the section.

Maintaining the database of the customer’s requirement and also doing the follow up of
the same.

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The total duties of CCA which Shoppers Stop follows is

Target achieving

Global Counting

Make First Citizen cards

Maintaining the stocks

Communicate with Departmental Managers

Collect exchanged products from Customer Service Desk

Inform customer about every offers and the benefits of First Citizen Cards

To maintain and changing the displays

To change the signage of his departments after communicating with DM’s

Also to keep information about availability of stocks

CUSTOMER ENTRY:

The opening of new store coupled with attractive enabled the company to attract higher
number of customers in new as well as existing stores. Retailers measure entry as footfalls,
which is the number of people entering the stores. This is computed through manual count in
all stores during trading hours.

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CONVERSION RATIO:

Conversion is the ratio of the number of transactions (cash memo) verus the total customer
entry into the stores. Tracking conversion helps the retailer understand the productivity of his
front-end store employees and the attractiveness of the merchandise & services. Consequent to
recent stores being part of malls, the customer entry has increased but the conversion ratio has
dropped. However in absolute numbers customers converted have shown growth in 2 years.

DATA FINDINGS DURING WORKING IN FLOOR, CSD AND FCD

As per Standardized Operational Procedure a CCA should follow a thorough checklist

which is as follows

Check list for CCA

Task

Colour blocking

Merchandise size sequenced in ascending order

Merchandise price tag present (Remove all untagged merchandise)

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Merchandise security tag (Remove all untagged merchandise)

All merchandise to be folded or hanged (as specified)

Shopping bags availability

Separating shop soiled merchandise and merchandise that require refurbishment

Ticketing signage’s in place

Correct merchandise density per fixture

Back stock kept out of sight

Housekeeping in the section in place

No cartons or merchandise bins on the floor

Fixture are aligned

Hanger availability

All cut sizes in apparels to be displayed at the bottom on the wall fixtures/gondolas. Full
size sets to be displayed on top

All merchandise on focal point should be available in full sets. Cut sizes not to be
displayed on focal point

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Customer Delight Process

Team Brief:

Objective:

Team brief should be done every day by DM to his team and Unit Manager to the store
every Saturday to prepare team for the challenge of the day and review the status

Benefit:

If the associate is clear about what is your expectation of him for the day, it will help him
deliver it. What gets measured every day will get the right focus and get delivered.

• Target & achievement – previous day, target this day

• First Citizen enrollment – team target & achievement and plan

• Suggestion Forms - team target & achievement and plan

• Action plan to achieve above targets

• Positive highlights & Issues from the previous day

• Competition and their activities

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 • Schemes running for the section & new
arrivals

Preparation Meeting:

Every Day by Department Manager and attended by associates – CCA/FA/BA from one section.

Objective:

Create Expert Customer Care Associates (Front end), who will then be able to Delight every
single customer.

Benefit:

Superior Customer Experience: Customer feeling that they are being served by Experts will
build better Entry, helps Conversion, LOYALTY and in turn help achieve Sales budget &
PLRS.

Customer Buying Process

From the time the customer enters the store till the time he exits the premises

Objective

To ensure customer experience is comfortable, in terms of easing the buying process and in turn
making him/ her feel “It’s My Store”

Process

The customer walks into the store and might look for store director

The CCA has to acknowledge the customer within 5 minutes of walking into
their department

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The CCA gets involved in the selling process as detailed in the Retail Selling Skills
Module.

In case the customer does not find the merchandise that he is looking for then the DM
should note down the requirements and call up the customer within 72 hours, on the order
status.

The DM has to ensure that the retail selling standards are followed by the CCA.

Periodically the CCA has to reset the floor o It’s the DM responsibility to ensure that
plan-o-gram for each section is followed.

The DM and ROM have to ensure that the sections are reset at periodic intervals o In the
evening the ROM has to check that outside store lights, neon lights and show window
lights are on.

The CCA also has to constantly replace the floor with the merchandise that has been sold,
from the back stock for that section.

Every 10 minutes the CCA has to clear the trial rooms allocated to them.

The CCA must constantly refold the merchandise cleared from trial rooms and display
area which have been picked up by customer and not purchased.

Trial rooms can NOT be used for storage of stocks (whether fresh or RTV or SAV)

The CCA has to keep segregating the merchandise without price tag and retag it as per
Retagging process.

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 It is mandatory to ensure that no merchandise on the floor is without price tag.

Once the sale is closed the customer walks up to the cash counter.

Cashiering is detailed in the Cashiering Process Chapter

The customer can get gift wrapping done if required at the gift wrapping counter o Gift
Wrapping is detailed in the Gift Wrapping Process Chapter

Customer can get alteration done if required at the CSD o Alteration is detailed in the
Alteration Process Chapter

At the time of the customer exiting the store, in case of Tag beep o The security guard
will approach the customer at a slow unhurried pace and request the customer to allow
them to remove the security tag left on the merchandise by the cashier
The security should also request for the cash memo from the customer

Store Directory

• Should contain the floor plan

• Should be at entrance of each floor

• Should be updated whenever changes happen

Plan-o-grams

It is responsibility of DM to ensure CCA’s know the updated plan-o-gram for each section

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Over the Counter

Objective

To efficiently handle sales at counter where billing has to be completed before the merchandise
can be handed to the customer

Process

CCA should prepare a sale-slip (pink-slip) with the following details

o Brand Name

o Date

o Sku number

o Style code

o Quantity

o Price

o Total Bill Amount

o Scheme code if any

• Sale slip will be made in 2 copies pink and white

• CCA should give the pink slip to the customer and asks the customer to pay at the cash
point

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 • While the customer goes for payment, the CCA should pack the product and put it in a

Shoppers’ Stop carry bag along with the yellow slip o this bag should be kept in the
respective counter for deliveries

• When customer comes back to the same counter to collect the product after making the
payment, the CCA should ask for the bill and do a cross check for the following details o
SKU billed o Style code (check with the product) o Price billed

• After verifying the details with the bill, the CCA should tick the particular Sku on the bill
and put a “DELIVERED” stamp on the bill and the sale-slip

• o Incase the Sku entered is wrong it should be brought to the notice of the respective
DM/Cashier

o DM to authorize the cancellation of the bill with the wrong SKU and a new bill
with the correct SKU to be made

• CCA should also note down the transaction number and till number of the bill on the
white copy of the bill book

• CCA should show the customer product purchased, and the guarantee wherever
applicable.

• Then the CCA should take out the yellow slip attached to the carry bag and hands over the
product to the customer, and thank the customer

[30]
• When the customer leaves, the CCA should retain the slip returned for reconciliation. o
Only white slip should be retained in the sales slip book till the reconciliation is
Done

LOYALTY PROGRAM AND CO-BRANDED CREDIT CARD

Shoppers Stop’s has a loyalty program called First Citizen. They also offer a co-branded
credit card with Citibank called the First Citizen Citibank Titanium Credit Card for their
members.

[31]
 BENEFITS CLASSIC SILVER EDGE GOLDEN GLOW
MOMENTS

First Citizen Reward 1 Reward Point for 1 Reward Point for 1 Reward Point for every
Points (on net purchase) every purchase of Rs. every purchase of Rs. purchase of Rs. 34
100 50
Of Citi bank. Extra -
Reward Points on 1% 2%
Preferred Brands

Regular Updates Yes Yes Yes

Exclusive Cash Counters Exclusive Golden Glow Cash
Yes Yes Counter

Free Parking Yes - Reserved Parking on a

Yes Yes first-come-first- serve basis

Valet Parking
Yes Yes Yes
Free First Update - -
Yes
Home Delivery of - -
Alterations Yes
Out-store Offers
Yes Yes ]Yes
Exclusive Previews -
Merchandise & Sale Yes Yes Yes

Inventory management
Stock take process.

[32]
I got to learn entire process of stock take at shoppers stop. Here stock take happens in very a
systematic way.

Stock-taking or inventory checking is the physical verification of the quantities and condition

of items held in an inventory or warehouse. This may be done to

Provide an audit of existing stock valuation. It is also the source of stock discrepancy

information.

Stock-taking may be performed as an intensive annual check or may be done continuously by

means of a cycle count.

The above is also referred to Periodic Count. Periodic counting is usually undertaken for regular,
inexpensive items. The term 'Periodic' generally refers to annual stock count. However, periodic
may also refer to half yearly, quarterly, monthly, bi-monthly or daily.

Each and Every day the Stock is first tallied with the Trip Sheet and then is physically counted.

Then the Stock are Counted and tallied with the STM (stock transfer memo) and then the
Product SKU is Scanned with the Scanner and is added In the System.

Stocks are Scanned with this Scanner every Day by Scanning the Stock Keeping unit (SKU)
and is put in the System.

[33]
Products come in different Transfer Numbers and thus they are scanned in different Transfer
number and then put in the System

PICS (Perpetual Inventory control System) is done every Quarterly to keep the Inventory
balance and thus reducing reduces variance In Stocks

[34]
SOP PROCEDURE OF CUSTOMER SERVICE DESK AND FIRST
CITIZEN DESK OF SHOPPERS STOP

Alteration

From the customer expressing a need to get the merchandise altered to delivering the altered

Merchandise to the customer

Objectives of Alteration
The most common reason to visit an alteration shop is to have hems and sleeves adjusted on
skirts, dresses, jeans, slacks, shirts, and blazers.

Other popular services include mending and resizing garments. Mending services include
repairing holes and tears and replacing broken zippers. Size changes can be achieved through
adjusting or adding darts to blouses, dresses and blazers. Seams can be taken in or let out to
improve fit. The waistlines of pants, skirts and dresses can also be adjusted.

Best fit for pants, dresses and jackets

Here are best-fit guidelines for men and women:

Ideally, the pant leg falls to the top of the shoe and fabric does not touch the floor.

Jacket and blazer sleeves should fall to the bottom of the wrist bone on the thumb side when
arms are resting at both sides. For men, shirt cuffs ideally fall one-fourth to one-half of an inch
lower than the blazer sleeve to show a show minimal cuff.

An empire waist flatters women with fuller hips and a smaller torso by bringing attention to the
waist. An empire waist also flatters straight female silhouettes by creating the impression of a
curvy figure.

[35]
Alteration Process

After the customer buys the merchandise, the CCA attending him asks him
Whether they would like the merchandise altered

• The customer decides what needs to be altered in consultation with CCA.

• The CCA takes the measurement of the customer & fills out the alteration slip
o The CCAs are provided with Alteration Slip book with two copies (White & Blue). The

Alteration slip book is pre-printed

• If the alteration is complicated & requires expertise, then the CCA takes the customer to the
alteration desk and calls for the tailor to take the measurement. o Refer guidelines on what
can and cannot be altered

• The CCA then fills the slip with details of the customer (name, address, etc) &
measurement details except transaction number.

• The CCA asks the customer to sign the slip & puts both the White & Blue slips inside the
merchandise (in a pocket, etc) and directs the customer to cash counter

• The customer takes the merchandise(s) to the cash point and makes the payment.

• After making the payment, the customer takes the merchandise(s) to the CSD

• The CCA at the CSD checks the bill for the payment of merchandise. On verification of
payment, the CCA enters the cash memo number, the “in time” & “out time” on the
alteration slip

[36]
• The service guarantee is informed to the customer

• The CCA, then hands over the duplicate slip back to the customer. The original slip along
with the merchandise is handed over to the tailor for alteration.

• If the customer is a First Citizen Golden Glow member ,then the CCA at the CSD gives
customer option to collect the merchandise with in the “Service Guarantee” or “Home
delivery” ,within 24 hours

The CCA records the details of alterations (alt type, item, in time, out time, etc) in the
system as per the format.

Standards

Service Guarantee is on the time taken for alteration

• Standard time for the service guarantee: - 25 Minutes on all days for all types of
merchandise except suits and jackets.
o The standard time for suits and jackets is 1 hour 30 minutes on all days.

[37]
 • Mistake in Alteration

• o Merchandise Repairable : It can be re-altered (Customer willingness) and tailor

is paid only once

o Beyond Repair : Tailor bears the cost of the merchandise if wrongly altered or
CCA debited if wrong instructions given & credit note given to the customer
as per merchandise exchange policy

• Billing should be done on MRP

• Alteration at a later date: Customer brings the product for alteration at a later date.
The security checks the bill/tag on the merchandise and enters the details in MEP.

Customer brings merchandise for matching: Security enters the details of the product
in MEP and hands it over to the customer. Customer then hands the MEP back to the
security while exiting

Alteration Accessories for CCA

• Measuring tape must never be hung around the neck (it stretches easily), it should be
kept rolled in the pocket.

• A pen should be provided.

[38]
• Branded Fiber Glass measuring tapes to used by the store o The CCA & tailors
should change their measuring tapes every 3 months.

[39]
[40]
Slotting Standards

• CSD & the tailoring room should be adjacent to each other.

• All merchandise to be stacked in Shoppers’ Stop polybag with the slip attached to it &
to be kept in the slot which matches the last number of the alteration slip.

• There has to be a hang rail provided by the store for hanging Suits, blazers &

Men’s’ Ethnic Wear.

• If merchandise not picked up within 3 days, phone call should be made to the customer

What if?

• Customer does not get the alteration slip along: CCA check the cash memo, take
the details of the merchandise description, check for the merchandise, and match the
trx no. in the cash memo & the original copy of the slip. If it matches give the altered
merchandise to Customer.

• Customer doesn't come to collect the merchandise

o Wait for 3 days and then call up the customer.

• Customer sends somebody else: If the slip is produced then the altered merchandise
is given.

o If he doesn’t have Alteration Slip - CCA will need the original cash memo.

• If a customer brings merchandise for alterations after a few days of purchase The
same process will be followed, only if the cash memo is not produced, the gate-pass
no. will be noted.

[41]
Exchange

From the customer approaching the Customer Service desk with the merchandise…….

Till the desk resolving the customer issues

Objective

• To make exchange process a convenient & pleasant experience for the customers.

• We will have a no questions asked exchange policy for our customers except in Hygiene
categories & few other categories viz lingerie & undergarments, cosmetics, perfumes,
jewelry, watches and sunglasses. For these categories too, if there is brand /product
defect, the team leader can decide on what would be appropriate & if need be, extend an
exchange to the customer

• For Fine jewelry, the exchange would be based on individual brand policies.

• The no questions asked exchange policy will be for internal policy matter & currently is
not communicated to our customers.

Process

MEP PROCEDURE

o The customer enters the store with the merchandise they want to exchange o The security
guard at the entrance requests the customer to make a MERCHANDISE EXCHANGE PASS
for the same. o Security to check cash memo and make MERCHANDISE EXCHANGE PASS

o In case the customer wants to carry the merchandise inside the store, he/she
makes a Merchandise Exchange Pass (MEP) for the same & enters the store.

[42]
o One MEP can contain multiple sku’s.

o Only 1 entry pass will be made for all the garments to be exchanged by a customer .In case
where there are more items which cannot be mentioned in 1 MEP, then an additional MEP
would be made to accommodate the remaining items

o Total no of garments to be mentioned on MEP along with the brief description of product
e.g. kurta, shirt, trouser, shoe, etc.

Baggage Security to put the Merchandise in a shopping bag & to hand over the same to the
customer

o The security at the belongings counter will inform the customer about the location of the CSD
if the customer wants to exchange.

o The customer goes to the Customer Service Desk (CSD) & tells the Customer Care Associate
(CCA) that he/she wants to exchange the merchandise. Case 1: All the garments bought by
customer are exchanged

o CSD would issue a credit note for the right amount

Case 2: Few garments being exchanged while others are not accepted, as per policy

o In such case CSD makes CN for the garments exchanged o Merchandise exit pass to be
made for garments that are not exchanged

o Merchandise exit pass to mention SKU details of merchandise sent back by the CSD.
o Security at the exit point will verify the MXP with the merchandise.

[43]
o Once verified the security will put the garments in a Carry bag and return the same to
the customer, retaining the MXP copy.

o EOD the MXP copies will be handed over to CSD which will be tallied and retain for
audit purposes and filed.

o The Customer hands over the merchandise to-be-exchanged along with MEP and the
cash memo /Gift card to the CCA at CSD.

o If the cash memo is not available, then the exchange is allowed with approval from
Unit Head/ ROM by taking their signature on the Credit

o Note. The CCA should try & track the cash memo no from the system. o If customer is not
carrying a MEP, the CCA at CSD should request the customer to go back to the security and
collect a MEP

o No exchange to be made without MEP o The CCA at CSD, very politely, asks the
customer the reason for the exchange & also asks whether the customer is a First Citizen.

o After the Customer cites the reasons for exchange, the CCA at the CSD verifies if the
product falls within the exchange policy and then accepts the merchandise for exchange.

In case a product cannot be exchanged a MXP needs to be issued to the customer with the
details of the product mentioned in it which should be handed over to security by
customer while exiting the store.

o The CCA at CSD logs in the system and generates a credit note o
The Credit note generated can be split on request of the customer

o If customer is exchanging three items for Rs. 200/-, Rs. 300/- & Rs. 400/- than he/she can
be issued credit note in denomination same as the value of the merchandise

[44]
o The CCA at CSD signs on the credit note and the audit copy of the Credit Note

o The CCA at CSD asks the customer to sign both the copies of credit note and hands over
the credit note to the customer

o The CCA at CSD should file the signed audit copy, MEP and all support documents as
a record for future audit requirements

o 'For Same day exchange made through CN or GV the original invoice copy/photocopy of the
Bill should be attached' o The CCA at CSD should fill the details in Return to Floor register
o The CCA at CSD should fill in the requisite details (Soft Copy) of the exchange in the

o Exchange Data format o In case the customer asks for a cash refund, & it falls within the
cash refund policy, the CCA at CSD refunds the cash to the customer. Else the CCA politely
refuses the request for refund & issues the customer a credit note.

o If the product problem can be resolved / repaired by the supplier, then the CCA at

o CSD offers the choice of repair to the customer

o o After the customer leaves, the CCA at CSD slots the returned merchandise into saleable
& defectives.

o The saleable merchandise are sent for ironing to the tailoring room

o Next day, at 10:30 a.m. one designated CCA from each department will come to the CSD
& collect the merchandise of their floor.

o The CCA from the floor signs a register to acknowledge that the saleable merchandise
has been taken back to the floor.

[45]
 Exchange Policy

We will have a no questions asked exchange policy for our customers except in
Hygiene categories & few other categories viz lingerie & undergarments, cosmetics,
perfumes, electronics, mobile phones, cameras, jewelry, watches, sunglasses and
writing instruments

.For these categories too, if there is brand /product defect, the team leader can
decide on what would be appropriate & if need be, extend an exchange to the
customer

1. We will exchange products within 14 days from the date of purchase, provided the
merchandise has been returned in undamaged & saleable condition with a valid cash
memo.

2. We do not exchange lingerie & undergarments, cosmetics, perfumes, jewelry, watches

and sunglasses.

3. For Fine jewelry, the exchange would be based on individual brand policies.

4. The no questions asked exchange policy will be for internal policy matter & currently is
not communicated to our customers.

5. Defective products, if any, can be exchanged/ serviced within 90 days from the date
of purchase, provided it is with a valid cash memo/ warranty card.

6. Product bought under discount/promotional schemes cannot be exchanged unless they

are defective and have a valid cash memo. In exceptional cases, the ROM could
decide to extend a credit note to the customer.

[46]
 In case the merchandise has been altered it cannot be exchanged.

7. In the event that a product is gifted and wants to be exchanged and the customer does not have
a cash memo, he/she must present a valid gift card, which is issued with every gift wrapped
product by Shoppers Stop.

8. Cash refunds will not be allowed. We issue only Credit Notes

9. Credit notes and GV’s are to be utilized within the Expiry date which is 6 months from the
date of issue of a credit note and 1 year for a GV.

10. In case of loss of Credit Notes duplicates will not be issued

11. In the event of any dispute, the same shall be subject to Mumbai jurisdiction

12. Merchandise bought during sale will only be exchanged during sale period.

13. In Modular kitchen, there would be no refund once order is placed.

• Guidelines on Cash Refund

Only the Unit head can authorize all the cash refunds. In absence of Unit head, Unit accountant
can

Authorize it but will ratify this later with Unit head.

Cash refunds will be given if:

o The customer is a First Citizen Gold member.

o For cases where the product is defective & the customer insists on a cash refund.

[47]
 RESEARCH METHODOLOGY
The quality and reliability of research study is dependent on the information collected in a
scientific and methodological manner. Methodology is very important part of the project.
Though you have set the objective but if the methodology used is not correct the data interpreted
will be misleading. So it is very much necessary that precautions should be taken while deciding
the methodology to be used for the collection and analysis of data. The research design was
descriptive in nature.

Objective
To Increase customer satisfaction in shoppers stop
To know the image of shoppers’ stop in consumers’ mind.
To Increase Customer Service

Primary Data:

PERSONAL INTERACTIONS

Interactions with the customers can be really helpful for finding out the flaws that the store is
having & what they actually looking for to be specific. If the flaws are shortened by the store, the
footfall & the level of customer satisfaction would also peak. Asking questions to a customer is
not a crime as would does no harm if the associate is listening carefully. One would get to know
about the discounts & offers other retailers are giving & a feel of a good store from a customer’s
point of view.

DAY TO DAY WORK

The associate from his/her daily responsibilities can learn & educate itself. Shoppers stop has
been maintaining a good level employee satisfaction & in return as an employee one needs to
understand the organizational want also which would result in a greater satisfaction level from

[48]
both ends. If an associate is well trained & educated about the department then a store’s
performance would eventually go up.

GENERAL DISCUSSIONS

A simple friendly discussion with your floor mate can reduce the pressure of low footfall.
Managers should be friendly enough to give out of the box suggestions to associates just to see
how much they can go to achieve their targets. General discussions on weekly based targets can
trigger a mind for achieve more. So if all goes right the customers ends up buying stuff from a
happy associate who help to choose the lot.

Secondary Data:

I have collected many datas from internet and from different websites. The websites from where
I have collected my secondary data are as follows:

Company websites:

www.shoppersstop.com
Various other websites:
en.wikipedia.org/
timesofindia.indiatimes.com
economictimes.indiatimes.com

Sampling Unit – All Customers at Shoppers stop SOUTH CITY Mall Kolkata

Sampling size – 100 units

Data Collection Tools
Multiple Choice questions and
Open ended Questions

[49]
 Variables

Location

Price of products

Variety of products

Quality of products

Ambience

Front line employees

Availability of products

Lucrative offers

Advertisements

Parking facility

The Research is measured with this above variables.

[50]
 DATA ANALYSIS & INTERPRETATION

Respondents: 100 (Sample Size)

Respondents Percentage

Male 58%

Female 42%

Respondents

42

Male Female

58

So we conclude that out of 100 Respondents 58 % of them are male and 42% are female.
So we conclude that Male customers are more than female customers.

[51]
 What is your Annual Income:
Below 5 lakhs 25%
5-10 lakhs 48
 10-15 lakhs 23%
 Above 15 lakhs 4%

Income
5-10 lakhs; 48
50
45
40
35 Below 5 lakhs; 28
30
Income
25 10-15 lakhs; 20
20
15
10 Above 15 lakhs ; 4
5
0
Below 5 lakhs 5-10 lakhs 10-15 lakhs Above 15 lakhs

Customers Coming in Shoppers Stop are mostly having an annual income of 5-10 lakhs

[52]
 Do you frequently visit shoppers stop?

Response No of customer
Yes 72%
No 28%

Response

YES
NO; 28; 28%
NO

YES; 72; 72%

From the above chart we can ascertain that majority of customer i.e around 72%
frequently visit the store and 28 % rarely visit the store.

[53]
 Which particular service you love most in Shoppers Stop?

a) Everything b) parking reimbursement facility c) Behavior of the floor staffs d)

Exchange facility

Series 1
Everthing ; 68
70

60

50

40

30 Series 1
parking reimbursment ; 19
20
Floor staffs behaviour; 6 Exchange facility ; 7
10

0
Everthing parking reimbursment Floor staffs behaviour Exchange facility

Out of 100 people 68 % people liked Every Services provided by Shoppers Stop

Are you a First Citizen member?

a) Yes b) No

[54]
 First citizen member

No; 28; 28%

YES No

YES ; 72; 72%

Shoppers Stop have huge loyal customer Base which gives half of it business.

What do you like most in First Citizen Program? (Give a specific answer
in one sentence)

a) Everything
b) b) Knowing Offers before it appeared
c) We can exchange though if we lost Bill
d) Parking Reimbursement

[55]
100%
90%
80%
70%
60% Everything ;Knowing
78 offers before it appeared;
Exchange
6 without Bill;Parking
9 reimbursement; 7
50%
40%
30%
20%
10% Column1
0%
ed ll t
ng ar Bi en
thi e t m
y pp ou rs
e
er th
Ev ita wi bu
or
e ge eim
ef an gr
s b ch kin
r Ex r
offe Pa
ng
owi
Kn

Do you like the behavior of our customer care Associate?

Behaviour

Average ; 13; 13% Yes

No ; 6; 6%
No

Average
Yes ; 81; 81%

Most of the Customers like the Behavior of the floor Staffs

[56]
How frequently do you shop at shoppers stop?

No of customers
40

35 once in three weeks ; 34

30
once in two weeks; 25 once in a month; 26
25
No of customers
20 Linear (No of customers)
Every week ; 15
15

10

0
Every week once in two weeksonce in three weeks once in a month

From the above chart we can find that majority of customer’s i.e. 34 out of 100 visit
store once in three weeks, followed by 26 customers once in a month, majority
comes once in three weeks, that is on during the weekends. We conclude that
customer do not visit shoppers stop for their daily purchase, they visit some other
stores

[57]
 Which day you prefer to come to Shoppers Stop usually?

Days
Normal week days; 12; 12%
Sunday
Friday ; 6; 6%
Sunday ; 39; 39%
Saturday

Friday

Saturday; 43; 43%

Normal week days

So from this survey I concluded that maximum people wants to come to Shoppers Stop on
Saturdays and Sundays and also maximum people loves the extra service factor which
they are getting from Shoppers Stop. So, It is suggested that they should give more
emphasis on their service factor and also they should also keep more exciting offers on
Saturday and Sundays to increase footfalls.

Shoppers Stop should emphasize on the offer schemes especially on Sundays and
Saturdays to increase Foot fall

[58]
 What changes do you want to see with shopper’s stop?

Percentage

More outlets 10

Interior Design ( Music , Ambience ) 27

Product variety and availability 37

Better Service / Sitting arrangements for 26

Customers

CHANGES
Product variety and availability ; 37
40
Ambience ; 27 Better service / sitting arrnagements; 26
30
20 More outlets; 10
10
0 Column
3

From this survey we interpreted that Shoppers Stop should have all availability of
Products and should emphasize on the variety
It is suggested that they should give more emphasis on their service factor

[59]
`

SWOT ANALYSIS OF SHOPPERS STOP

STRENGTH:

1. It has strong domestic presence with 70+ stores in India.

2. Shoppers stop has become highest benchmark for retail industry.

3. Loyal customer base with more than 750,000 first citizen members.

4. Increasing footfalls and conversion rates.

5. Management team is strongly established as well as skilled labor force.

WEAKNESS:

1. It has lesser promotional strategies on both ATL and BTL level compared to global
leaders.

2. It always follows low risk strategy in business or entering into new segment.

OPPORTUNITY:

1. Big opportunity to enter into new geographies nationally.

2. Foreign players see it as preferred partner for making investment in India.
3. It could enter into hyper city -high retail value category.

[60]
THREATS:

1. Due to global slowdown consumers’ purchase power has reduced for top high value brands.
2. Increasing brand awareness among consumers across all socio-economic classes.

[61]
 OBSERVATIONS AND FINDINGS

Our customers are getting younger and more unpredictable day by day. When we thought
that they wouldn't buy a certain product, they surprised us by doing just that
The brand understood that though more and more customers in the age bracket of 21-35
years frequented Shoppers Stop
Trial rooms have been fitted with day and night lighting options - this is a first of its kind
innovation in Indian retail.
Exclusive “R radio” will now air different music with radio jockeys on board; the radio
association is with Red FM, a sound lab and production house.
There Should be More Sitting arrangements for the Customers ,which Is most
demanding by the customer
A toll free landline number & a customer care number was provided to customers to call
between 9:00am to 9.00pm all days.
An anthem for the staffs of Shopper's Stop has been penned by renowned lyricist
Gulzar, and this anthem will play across all outlets in the country every morning.
Uniforms, too, have been changed to portray a much more contemporary look.
There Should be more billing system during the weekends and during the same period
,So that the customer doesnot have to stand in the queues for long time
Exchange policy needs to be changed , as it is very long
Shoppers Stop has huge loyal customer base which gives them half of their business,so
shoppers Should emphasize on their service to retain this loyal customers

[62]
 CONCLUSION & RECOMMENDATIONS

Conclusion and recommendation for shoppers stop are as follows:

Shoppers stop is lacking behind in some services in which it is not considered as good as
compare to competitors like stock availability, music & other facilities like snack parlor.

They can go for some innovative ideas as they have always done before.

Overall shoppers stop should leverage on all its strong point & let more customer START

SOMETHING NEW. Because after all customers are the heart and soul of business, like any

Other.

They should introduce more schemes, discounts to increase the sales.

They should introduce low rate brands which will attract the middle class customers
also or brands for masses which would direct affect their footfalls.

They offer parking space only for the First Citizen card holders which acts as a
constraint for many first visitors to visit the malls.

Also it was noticed that for same day exchange they do not use MEP (Merchandise
Exchange Pass). Because they believe if a product did not out of store then there is no
necessary to prepare MEP but what if the customer actually went home and came later to
exchange. So it is suggested that they should make a rule so that if a customer came to
do exchange then he or she must have to use MEP.

[63]
 As a result of my survey I noticed that maximum genuine customers are Shoppers
Stop Card holders and they love to come at shoppers stop.

Maximum Customer said they love to come shoppers stop because of the behavior of the
Customer Care Associates. So Shoppers Stop should give more emphasis on their service
pattern.

Maximum Customer Said they love the Alteration Policy of the company and also some
customers are complaining about extra facility like Car parking, 21 days exchange policy
available only for Card holders. They believe it is a constraint for normal customers.

Maximum Customers said they love to come Shoppers Stop on Sundays.So Shoppers
Stop should introduce some more catchy offers on Sundays.

Maximum Customers Said that they love Shoppers Stop sale but they pointed out about their
exchange policy. They are complaining that only First Citizen Card holders are getting 21 days
extension for exchange but normal customers are only getting 14 days time to exchange.

Sometimes if a customer wants to purchase from the same brand after exchanging the product
only because of the size issue and got credit note (CN).They are not able to buy because of
changing offers issues. Sometimes it happens customer brought a product flat 50% off scheme
from a particular brand and when he is exchanging the product that day the offer is not same.
Say that day the offer is flat 30% off then the customer has to pay more for the same product. So
they are unwilling to pay because they brought the same product on lesser price previous day. So
Shoppers Stop should introduce some new rules on their exchange policy so that if the offer
changes but still customer can purchase same product from same brand after exchanging the
product.

Shoppers Stop Do not exchange Non Apparels because those products contain warranty cards
but sometimes after purchase of a product a customer wants to exchange the product only
because of change of mind scenario then they refused to exchange it. So customers are asking

[64]
for cash refunds. So Shoppers Stop should introduce some rules for Non Apparels products
exchange also.

Some times after enrollment some customers are still not receiving cards and they are
complaining about the same but the whole card related activities are handled from their Service
Office which is located on Mumbai. So a store cannot give service to the customer regarding this
at that particular time. So they should think about this issue more seriously and try to introduce
some more flexible system so that a customer can get cards more quickly.

[65]
 BIBLIOGRAPHY

Company websites:

www.shoppersstop.com

Various other websites:

www.scribd.com
www.financialexpress.com
www.economictimes.com

http://www.managementparadise.com/documents/tag/Shopper%20Stop/

http://www.authorstream.com/Presentation/KARAN93-1530549-shoppers-stop/

[66]
 QUESTIONNAIRE

To know how to improve better service for customers and how to improve footfalls in
Shoppers Stop a small survey has been done by me. The following Questionnaires were
prepared before the survey. I asked total 100 customers the following questions

Name –

SEX-

Occupation-

1. What is your Annual Income?

a) Below 5 lakhs b) 5-10 lakhs c) 10 – 15 lakhs d) Above 15 lakhs

2. Do you frequently visit shoppers stop for shopping?

a) Yes b) No

3. Which Particular Service do you love the most in Shoppers Stop

a) Everything b) Parking reimbursement c) Floor staffs behavior d) Exchange

Policy

[67]
4. What do you like most in First Citizen Program?

a) Everything b) Knowing Offers before it appeared c) We can exchange

though if we lost Bill
d) Parking Reimbursement
5. Do you like the behavior of our customer care Associate?

a) Yes b) NO c) Average
6 .How frequently do you shop at shoppers stop?

a) Every week b) Once in two weeks c) once in three weeks d) Once

in a month

5. Which day you prefer to come to Shoppers Stop usually?

a) Sunday b) Saturday c) Friday d) Week days

6. What changes do you want to see with shopper’s stop?

a) More outlets b) Ambience c) Product Availability

d) Better Service (Sitting arrangements)

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