CROSSWORD

SUBMITTED BY : SUBMITTED TO :
Vidushi Gupta & Paritosh Sharma Prof. Sushama Saitwal
GROUP 12
About the Brand : CROSSWORD
Crossword Bookstores Ltd. is an Indian chain of bookstores in Mumbai. As
of 2018, Crossword has stores in Ahmedabad, Bhopal, Bengaluru,
Chennai, Delhi, Gandhinagar, Goa, Hyderabad, Indore, Jaipur, Kochi,
Kohima, Kolkata, Kanpur, Kozhikode, Lucknow, Mangalore, Mumbai,
Thane, Navi Mumbai, Noida,Kalyan, Nagpur, Nashik, Pune, Raipur, Ranchi,
Siliguri, Surat, Thiruvananthapuram, Udaipur and Vadodara. Crossword
also founded and sponsors the Crossword Book Award.
The first bookstore opened on October 15, 1992 in Kemps Corner,
Mumbai. In 2005, Crossword became a wholly owned subsidiary of
Shopper's Stop Ltd.
Crossword has received wide recognition for its achievement. The
Advertising Age magazine named Crossword one of the Marketing
Superstars for 1994. The Bookseller has described it as "being on the
cutting edge of retailing" in India.

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History of the Brand: CROSSWORD
In late 1980’s, R Sriram in his colleges days was
planning on quitting college and when he
implemented his conviction his next choice was
to work at a Landmark Bookstore, which was
later again left by him for his next choice was to
build something of his own…….

This is how the first book of one of the largest

bookstore chain was read just like the first brick
that is laid. 3
 “ Reading turns the
“ pages similar to the
wind changing the
seasons.”
Important Facts about the Brand : CROSSWORD

▪ The bookstores in those days were really compact similar to that of

medicine shops and large book areas were only available in 5 star hotels
▪ The name ‘ CROSSWORD ‘ signifies fun and learning, the name had the
struggle for itself, fighting against numerologists but it was the fresh
knowledge and love for reading that R Sriram wanted to spread so he stuck
with the name.
▪ Right from the starting the store broke some very common rules like not
having the store on the ground floor, finding advantages in the shortcoming
of the layout of the house. The new layout attracted more attention.

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Store Design : CROSSWORD

The crossword layout is similar throughout the country and

the fact being the concept that is to create awareness for
learning and making it fun to read. The use of colors is
vibrant i.e. making use of all hues and the two standard colors
that is black and yellow. The two colors black and yellow are
like the light of knowledge in the dark of unknown. The layout
of the shop gets most of its colors form the books and
products that are displayed. 6
Store Design : CROSSWORD

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USP ( Unique Selling Proposition ) CROSSWORD

With its large children’s section and its focus on making the store a
friendly, safe, fun-filled place, Crossword attracts many families who
normally don’t think of visiting bookstores. The unobtrusive helpful staff
assists customers in finding the right books or gifts for the right
occasion. Facilities like the Crossword Gift Vouchers, the friendly
‘Return, Exchange & Refunds’ policy, the Cafes within the stores and the
unique store experience make it easy and enjoyable for customers to
shop at Crossword. The store in posh places also provides the
customers with coffee stores within the outlet for the ones deeply
immersed in reading.
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USP ( Unique Selling Proposition ) CROSSWORD

Introducing the concept of book reading sessions for kids. Thereby

creating the ideal atmosphere for the aspiring bookworms. It also was
the first bookstore to have seating spaces where customers could
actually sit and read an entire book with no questions asked. To ensure
that customers spent more time within the outlet they are provided
space for restrooms.

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Competitors

1. Amazon Kindle Store

2. Oxford Bookstore

3. Landmark

4. Higginbotham's

5. A.H. Wheeler

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Lighting

Being a bookstore there is one thing that the Indian

television advertisements have been telling us and that is
the importance of lighting while studying. Keeping that in
mind any bookstore has to have light ( Roshni ) as its main
component.
The lighting arrangement is
Never judge a book by its cover is the one thing we say but done so it helps to people
lighting helps us see all of it . A person in the bookstore with all the photons just to
browses, stands, sits reads and in crossword no one is
told to leave and there are people who sit inside for hours read and not for show.
and hours just to read that next page which is made more
so exciting by the lighting arrangement.
The more surprising and interesting fact is there are only
few that are used.

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Different Lighting arrangements and Examples

Ceiling lighting
This is the lighting arrangement which is the most basic and the
most used and trusted lighting arrangement where the light is
attached to the ceiling and many such round or other shaped
orientations are situated in periodic or specifically arranged intervals
depending on the amount of light that is needed. When placed close
give lots of light while when placed at larger intervals produces less
light ( corredors where less light is sufficient) .

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Different Lighting arrangements and Examples

Back Lighting
This is done to light the main bold name of the shop and the same is
done here in case of CROSSWORD. I works on a pretty simple method
where a light source is placed inside a translucent form which is in
the shape of the letter or the logo . The form is made by using a
translucent latex film printing which is designed so the to provide a 3
dimensional view of the for the bold logo. This lighting is a bit
dramatic. It can also be made of silicon sheet as well.This method of
printing produces very bright signage. They are full of depth and have
more detail and clarity than other printing methods or ink choices.

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Different Lighting arrangements and Examples

Swivel Lighting
The swivel lights are the ones that are good when the lighting is
to be projected at a certain specific point or to add
illumination to a certain point.
The position of these swivel lights is so designed that they
have a huge rotation angle and then can be moved depending
upon the liking and range of its spread.
This particular light arrangement is mainly found in large
stores of CROSSWORD which are there in cities like Mumbai
and Delhi. No particular reason just the other stores are not
that huge and mostly the work light is done best with the
ceiling lights.

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Different Lighting arrangements and Examples

Cabinet lighting
This type of lighting is now a days found in almost every store in which the led light
series is attached in the cabinet where the products to be sold are kept, it gives
them a dramatic background light which makes them pop out more. This makes
the the arrangement around the cabinet much more attractive to view. In
crossword shops mostly the lights used are yellow which are situated inside the
cabinet which is white from the inside but black form the outside. The general
furniture around the shop remains same everywhere.
NOW, a very important fact. All the books are never placed inside these cabinets
but these cabinets are for other products available like electronics, or technical
devices such as kindle earphones etc. But there are some bestselling books that
are kept in a limelight shelf to pop out more and guess the light used
there……………….
You guessed it right Cabinet lighting.

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Different Lighting arrangements and Examples
Down lighting
This lighting is what that adds midas touch to the wall by
making patterns on it with its light. It is connected to the
wall and spreads light on the wall itself creating a pattern.
Cove lighting
The light that is inserted inside the fall ceiling is the cove light .
pretty simple but adds beauty wherever placed.
The photo below contains most of the lighting described in the
above pages

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Crossoword’s instagram handle and posts

Crossword has its own way to deal with the

ones who are the loyal customers, the
newbies and the ones who come and go.
The various social media posts include
activities, posts regarding upcoming
sessions with authors, new releases,
beatsellars, competition winners, business
tie ups, advertisements, festival posts and
many more. In the upcoming slides there are
examples of certain few of them.

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Festivals &
Important
days

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Activities, Sessions,
Thoughts

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Tie ups, Meme
related content,
Product
information

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Thank you Ma’am

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