GROUP 8

•Members-
•Simran Grover (19PGDM128)
•Abhishek Sanghai (19PGDM141)
•Karan Kapoor (19PGDM158)
•Subindu Halder (19PGDM200)
•Soumik Mal (19PGDM260)
•Sounak Chakraborty (19PGDM261)
 About Spencer’s Retail Limited

Spencer's Retail Limited

Type Subsidiary

Industry Retail

Founded 1863 as Durrant & Spencer

Founders Charles Durrant & John William Spencer

Headquarters Kolkata, West Bengal Spencer’s Retail Limited started tasks as a retail chain in the mid-1990s in
India
India. SRL has its stores generally set up in the below mentioned 2
Number of locations 120 Across 35 Cities
configurations:
 Convenience stores known as Spencer's
Number of employees 5000+
 Hypermarkets known as Spencer's Hyper
Parent RP-Sanjiv Goenka Group In 2008, Spencer's opened its Largest Store in India in the eastern Indian city
of Kolkata. The store has an enormously large area of more than 72,000
Website https://www.spencers.in
square feet and is situated in the South City Mall
Merchandise offerings- Food, Personal Care, Home, Electronics and
Electricals, Fashion and Accessories and Specialities.
Layout – The store is departmentalized  Convenience to Interior design: Warm friendly environment with
consumer  Ease of navigation  However, human movement – an upscale look and feel
a bit hindered  Cluttered retail space & high footfall
Shopfit Design: Displaying new, foreign goods alongside local
Use of colour – Entire store  Themed around  Signature products
orange colour; Different segments  Colour coded
Graphics & Signage: "Heritage boards“  History of Spencer’s,
Signage, façade, storefront – Design philosophy  Sophisticated Curved signage  tagline "Makes Fine Living Affordable“
way to deliver its brand promise; Brand positioning  'Makes
Fine Living Affordable’ Visual merchandising – Focal points spread throughout store 
Thematic product displays  Welcome shoppers  Opportunity
Storefront design: Welcoming entrance arch to witness what is 'good living’

Also, category-specific colour-coding.

Customer services –
1. Store assistants
2. Samplers
3. Commission agents

Accompanying the shopper –

Male – a. Alone, b. Spouse, c. Spouse + Children
Female – a. Spouse, b. Friend/Household help
 Consumer Research – 65 Respondents
 Attributes on which Spencer’s Retail and Big Bazaar are rated
same by the consumers - aesthetics, maintenance, product
assortment, merchandise display and movement in the store
 Consumers perceive Spencer’s to be better than Big Bazaar in
parameters such as service, quality and cleanliness thus
associating Spencer’s with high quality.
 Whereas Big Bazaar takes over Spencer’s in most of the other
parameters including friendliness of staff, parking facilities,
discounts, promotional schemes and convenience in shopping.
 Maintenance, quality and convenience of shopping are some
parameters which consumers are indifferent to while shopping
in Spencer’s or Reliance
 Whereas Spencer’s is superior in most of the other parameters
including aesthetics, merchandise display, services offered,
quality, product assortment, parking facilities, discounts and
cleanliness.
 Consumers hardly perceive Reliance superior on any parameter
except friendliness of the salespeople.