Shoppers Stop tweaks strategy to achieve growth

After witnessing 12 percent same-store sales growth in the

June quarter, one of the oldest Mumbai-based multi-brand retailer Shoppers Stop is putting in efforts to maintain its future growth prospects. Though the chain does not stock bridal wear, other things like gifts, accessories, make-up range and apparel flew of the shelves as consumers thronged during the sale season to shop for festive/wedding season.

Apart from its focus on merchandise mix, in-house brands and other leading brands also helped in increasing store sales during the difficult economic scenario. These brands introduced latest in colours, designs and fits at the stores attracting consumers’ attention to the new stocks. For example, Louise Philippe introduced a new trouser fit and Van Heusen, an adjustable waistband in trousers. Zodiac on the other hand increased its offerings.

The company also concentrated on it three million loyalty card holders, which contribute around 73 percent to its total sales. Shoppers Stop launched a special scheme for its ‘First Citizens’ (loyalty customers) by offering discount vouchers. It had earlier used its extensive data on card-holders to decipher insights on their shopping habits and increased merchandise offering accordingly. This strategy has helped contribute Rs 40-50 lakh in incremental sale of the chain.