Retail Marketing

Assignment 2

Division B - Group 2

Niharika Godara A018 | Anagha Menon A041

Gurneet Kaur C029 | Lakshit Baheti F006
Tanvi Oak F041 | Dewashish Rai F047
Josselin Marchand H072
 SHOPPERS STOP

Demographics
Special facilities for the elderly, special needs (audience) and pregnant women
Layout designed in a way to create a relaxed shopping experience
Special event for women-brand launches
Floor segmentation is gender based for apparel

Mechanics
The façade is well lit to match the festive season, special hoardings and installations were put up for
the same

Dynamics
The layout was designed in a way to induce impulse purchase- perfumes/accessories
Help counters were vacant at times
Customer engagement was kept in mind even at check out

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SHOPPERS STOP -
JUHU

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 SHOPPERS STOP - JUHU

It is in the Dynamix mall, which

also contains Crossword, MAC
and PVR Cinemas.

The entry to Crossword and

PVR is through Shoppers Stop
and MAC is connected to
Shoppers Stop.

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SHOPPERS STOP - JUHU

Gifting options were kept

separately with offers on them
#FestiveFashion and bright
colors were used to gain
attention

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 SHOPPERS STOP - JUHU

There was an event going on- a They had a special makeover The event has attracted a lot
makeup brand launch mirror for the launch of ladies and paparazzi

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 SHOPPERS STOP - JUHU

Clothes from the Indya brand

were kept under Imara.

Moreover there was no

Indya brand corner

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 SHOPPERS STOP - JUHU

Other Insights and Areas of Improvement:

● There was a counter on every floor and was usually in the middle of store. So the
customer had to cross the store to get to the exit
● The escalators going to Crosswords and PVR were not on the same side, ensuring
that the customer properly walked across Shoppers Stop
● On the first floor, there is a sudden change from Indian to Western clothes for
women.
● The second floor also has foreign western brands for women like Vero Moda, in
front of the men’s section. Hence there is a little confusion
● There is no large wall mirror in changing room, just mirrors in the cubicles

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SHOPPERS STOP -
ANDHERI

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 SHOPPERS STOP - ANDHERI

Located on SV Road,
Andheri, it is one of the
most prominent stores in
the area. The shop-in-shop
concept is extremely
The entry to the store is prevalent across all
via their main entrance sections
accessible through the
main road with an
extremely well lit facade

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 SHOPPERS STOP - ANDHERI

Festive offers from brands were displayed with a lot Strategically placed areas for resting at every
on focus along with focus on omnichannel strategy floor along with baby change stations

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 SHOPPERS STOP - ANDHERI

New initiative to
position the brand as a
Inefficient
premium one was
utilization of main
highly advertised but
display area at
had only store staff
entrance
assisting (when
requested for)

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 SHOPPERS STOP - ANDHERI

Other Insights and Areas of Improvement:

● The store staff was highly intuitive; they recommended complementary clothing
to go with every item a customer selected
● The above point also led to an overwhelming experience as representatives from
other brands would also rush in with recommendations
● Gifting counter was two levels above the billing counter which makes it a tedious
process during checkout
● Store-in-store concept for clothing has certain overlaps/mismatch
● The accessories section in particular has an extremely messy layout during peak
hours

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SHOPPERS STOP -
BANDRA

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SHOPPERS STOP - BANDRA

This store of Shoppers Stop is ideally located

in terms of accessibility:
● 1.5kms from Bandra terminus station-
west exit
● Just behind the bandra talkies bus stop
● Situated right in the middle of the
famous linking road market

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SHOPPERS STOP - BANDRA

As visible in the picture beside, the lift is

located right next to the entrance. It goes
unnoticed due to:
● The cosmetic display between
entrance and lift
● Absence of signage or directions
● Customer tends to walk straight
inside instead of looking behind for
the lift

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SHOPPERS STOP - BANDRA

Floor wise categorization of product is

only available near the stairs, which is
diagonally opposite to the lift.

This makes shopping across floors

difficult for customers dependent on lift.

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 SHOPPERS STOP - BANDRA

The store was very well illuminated with ample mirrors and proper
distinctly visible signages for payment counters and changing rooms.

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 SHOPPERS STOP - BANDRA

Other Insights and Areas of Improvement:

● Unlike other Shoppers Stop store, there is no ramp available here to ensure easy
access for all customers
● Changing room and billing counter are just 10 feets apart, making that section
overcrowded at peak hours
● Only a single elevator is available that traverses all the 6 floors in a circular fashion,
increasing the waiting time inside as well as outside the lift
● Different apparel sections were well positioned across floors, ensuring a smooth
transition in product display
● Appropriate positioning of mannequins near their respective brands (across the entire
floor) enhanced the visual appeal
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 CENTRAL-
OBEROI MALL

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 CENTRAL - OBEROI MALL

This store is located in Oberoi Mall - Goregaon,

one of the most famous malls of Mumbai.

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CENTRAL - OBEROI MALL

Store is overall cluttered with the new

introduction of winter apparel and leftover
of the last phase of festive season.

Because of this some items were difficult to

get a hold of while customers walk around
the store. Also due to the lack of space to
walk around, customers were seemingly
avoiding the section to visit.

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 CENTRAL - OBEROI MALL

Due to the corner placement of the

billing counter, it was heavily
crowded and thus cut off the lateral
space for customers to move along.

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THANK YOU