RETAIL FORMAT

Presented by: Ayush Shrivastava

Bhanusree Lohia
Diksha Jiwtode
Divisha Rastogi
Retail Format of
Spencer
◦Two Distinct Retail Formats

◦ Convenience Store :
◦Ranging from 1500 to 15000 Sq. ft
◦Daily and weekly top-up shopping needs of
consumers

◦ Hypermarkets:
◦Ranging from 15000 sq. ft to over 50000 sq. ft
◦Megastores that combine a supermarket with a
department store
 Brief Background About Spencer
◦ Indian chain of retail stores headquartered in Kolkata, West Bengal having presence in
over 35 cities in India. Spencer's is based on the 'Food First' Format
◦ It is owned by RP-Sanjiv Goenka Group. Spencer's acquired the premium retail chain
Nature's Basket from the Godrej Group in May, 2019.
◦ pencer's began operations as a retail chain in the early 1990s.
Stores are largely set up in one of 2 formats.
a) Convenience stores, called Spencer’s
b) Hypermarkets, called Spencer’s Hyper
◦ Spencer's boasts of a wide range of private brand products that encompasses both
foods as well as non-foods FMCG category. ‘
◦ Spencer's Smart Choice' is the leading instore brand which has a plethora of products
ranging from juices, noodles, cookies, honey, air fresheners etc.
◦ Spencer's also has the 'Clean Home' range of home improvement products and 'Tasty
Wonders' range of snacks and impulse food range.

This Photo by Unknown Author is licensed under CC BY

 1. MAKE VISITOR IDENTIFICATION & IDENTITY RESOLUTION A PRIORITY
◦ As frequent in-store shoppers and both new and returning visitors are headed online, many
retailers are seeing a spike in web sessions. To help recover any lost in-store revenue, it’s
imperative to be able to identify as many visitors as possible during this time period.
◦ This means identifying those who haven’t yet logged in or created an account, as well as those
who have clicked through an email and haven’t entered their email address anywhere else on

MARKETING your site. 

◦ Having a solution in place that can accurately identify each visitor, even anonymous ones,

STRATERGIES and resolve their behavior into a single customer profile is key to ensuring you can engage with
each customer in the right way and personalize to them appropriately.

OF RETAIL 2. USE OFFLINE DATA TO CONTINUE TO ENGAGE PREVIOUS IN-STORE SHOPPERS

◦ As noted above, most retail marketers are most concerned with the impact COVID-19 has on in-

INDUSTRY store sales. If you haven’t already, be sure to leverage your in-store customer data in your online
marketing campaigns to specifically communicate with those who have been affected by store

DURING
closings.
◦ Introduce these customers to the convenience of your online experience and loyalty benefits and
educate them on the perks of connecting with you digitally. 

COVID-19 ◦ By combining offline with the rest of your cross-channel data, you can then cross-sell and
recommend items to your brick and mortar customers via your website, email, app or even mobile
push that are like or complement their in-store purchases.
◦ Retailers can also engage in-store shoppers during this time by reminding these customers that
the consumable products and perennial favorites they’ve previously bought in person can easily
be repurchased or refilled online. 
◦ Personalization is key right now, even for your mass sends.
SWOT Analysis
Strengths
1. Broad product portfolio
2.Extremely successful
customer engagement
programs
3.Follows differentiation as a
strategy rather than cost
leadership.
4.Brand imagery, perceived as
an international program.
5. Offers and promotions are
carefully designed to suit
buying cycles
Weakness Opportunities Threats
1.Potential of growth
1. It's not very well- of organized retail. 1. Other major retailers
known brand 2.Demographics of small time retailers
2.Low Penetration India 2. People choosing to go
3.Poor marketing 3. Rising middle to the small shops near
4.Rising operating costs class. by instead of big
4. Launching its own retailers.
private label 3. Pricing strategy of
other major retailers
 3. COMBAT INVENTORY ISSUES WITH TRIGGERED PRODUCT ALERTS
◦Many retailers are facing inventory struggles of all kinds right now — from excess
products to not enough. Whether you’re trying to keep up with product demand, push
seasonal items, and/or keep high-margin products top of mind, triggered alerts are a
simple yet highly effective way to notify customers in real time about the products they

MARKETING
most care about.
◦Product alerts marry real-time product catalog changes and automate price drop, low
inventory, and back in stock messages to those who interacted with specific items —

STRATERGIES based on their viewed, carted, purchased or wish list activity.

◦To be most effective in driving conversion, these communications should feature the

OF RETAIL previously engaged product for convenience, as well as recommendations like the item
or like the behavior of other customers who purchased that item.

INDUSTRY
4. PERSONALIZE BLAST SENDS TO AVOID UNSUBSCRIBES & DRIVE CONVERSION
◦Out of fear of uncertainty, many retailers are reverting to blasting their customers with
generic messages and deep discounts (comparable to Cyber Monday) to drive sales.

DURING But this is just contributing to white noise in your customers’ inbox and could lead to
heavy unsubscribes. Personalization is key right now, even for your mass sends.

COVID -19 ◦Target deep discounts and sales to those most likely to buy based on past interest to
keep inboxes uncluttered and incorporate in-email personalized modules to keep blasts
highly relevant to a customer’s current activity.
◦Modules and content blocks allow you to personalize by loyalty status and include
exclusive offers, and highlight certain inventory, top sellers by category, browsed items,
and product recommendations directly in the email without additional creative or
production time.
 Spencer’s Smart Rewards is a program designed to reward all customers
who enjoy shopping at Spencer’s.  Members of this program earn reward
points every time they shop at Spencer’s. Spencer’s also launches
exclusive promotions and benefits for program members from time to
time. Such offers are communicated through SMS or email provided by
the customer at the time registration .

Customer Benefits of Spencer’s Smart Reward Program: 

Loyalty Exclusive Offers for Members’ : Always at all stores

programs
Special Coupons & Vouchers: Each month

Ease of Use: Fully digital 

Instant registration: No cumbersome form filling

 The empirical studies of Noordhoff et al. (2004) found that not all
members of loyalty programs are card loyal. Bridson (2008) noted
that some of the loyalty card subscribers utilize more than one
loyalty scheme; other members do not utilize the cards at all, and
majority of customers do not know the mechanism of rewards in
the loyalty program.

Case Study In addition, the loyalty programs are identified as a cardholder’s

initiative to carry on and retain relationship with loyalty program
escorted by willingness of cardholder to make additional
endeavors. According to Smith et al. (2009), customers, who take
part and utilize the loyalty program, develop feeling of
belongingness and ownership towards the business. It was
emphasized that committed members show tendency to have
positive attitude towards loyalty program rather than the store.