20 years. 20 lakhs loyal customers. and the journey …annual report 2010-11 01 20 years. 20 lakhs...
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BRANDJOURNEY
The evolution of the brand Shoppers Stop began when the baseline of the brand logo changed with
ever-rising customer aspirations. From the 'Ultimate Shopping Experience' in 1992 and 'Feel the
experience while you shop' in 1993, to 'Shopping. And beyond.' in 2005, the brand journey speaks
about a paradigm shift from enjoying the international shopping experience to shopping for
emotional fulfilments: for example, buying a diamond ring for your loved one to express your love or
flaunting your status.
This changed to 'Start Something New' in 2008 as a part of the Brand's Makeover strategy, but still
connecting to the current mindset of customers to constantly upgrade and experiment.
1991 – A beginning: Exclusively Male
BRANDREINVENTION
Annual Report 2010-11 08
1992 – Becoming a family stop
1993 – Grabbing attention
1994 – Infusing excitement
Annual Report 2010-11 09
1996 – Bringing in an International Experience
1998 – Not forgetting our roots
2002 – Emotionally Bonding with the market
Annual Report 2010-11 10
2003 – Outdoing customer expectations
2004 – Presenting the Corporate Entity
2005 – Evolving as a Brand to: Shopping. And beyond.
Annual Report 2010-11 11
2007 – Being simply irresistible
2008 – Thinking ahead and revampingourselves with changing times
2010 – Riding current times
0
5
10
15
20
25
30
35
2010-112009-102008-092007-082006-07
Cust
omer
Ent
ry (i
n m
n.)
Year
Customer Entry(Departmental Store)
19.9
24.922.8
30.9
23.3
0%
5%
10%
15%
20%
25%
30%
2010-112009-102008-092007-082006-07
Conv
ersi
on R
atio
(%)
Year
27%25%
28% 27%
24%
Conversion Ratio (%)(Departmental Store)
0
5
10
15
20
25
2010-112009-102008-092007-082006-07
Sale
s (li
ke-to
-like
gro
wth
%)
Year
Sales (like-to-like growth %)(Departmental Stores)
14
21
4
1
17
Sale
s Pe
r Squ
are
Feet
(in `)
Year
01000
2000
30004000
5000
60007000
8000
9000
2010-112009-102008-092007-082006-07
Sales Per Square Feet (in `)(Departmental Store)
79738671
8218 79558518
Sale
s M
ix (%
)
0%
20%
40%
60%
80%
100%
2010-112009-102008-092007-082006-07
58.9% 61.2% 60.4% 59.5%
41.1% 38.8% 39.6% 40.5%
58.8%
41.2%
Non-Apparels Apparels
Sales Mix (%) (Departmental Stores)
Year
704
759
821856
913
500
600
700
800
900
1000
2010-112009-102008-092007-082006-07
Aver
age
Sellin
g Pr
ice
(`)
Year
Average Selling Price (Like to Like)(Departmental Stores)
0
300
600
900
1200
1500
1800
2100
2400
2010-112009-102008-092007-082006-07
Tran
sact
ion
Size
(`)
Year
15621713
1843
2029
2207
Transaction Size (`)(Departmental Store)
Shrin
kage
(as
a %
of S
ales
)
Year
0.46%
0.36%
0.35%
0.40%
0.45%
0.50%
0.55%
0.60%
0.65%
0.70%
2010-112009-102008-092007-082006-07
Shrinkage(as a % of Sales)
0.40%
0.47%
0.52%
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
2010-112009-102008-092007-082006-07
Year
Operating Profit (without exceptional items) % to Gross Retail Sales
8.9%
5.5%
3.6%
7.3%
EBIDTA
EBID
TA (`
in m
illion
s)
7,874 6,503 4,924
11,351
15,211
8.0%
2.0
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
6.5
2010-112009-102008-092007-082006-07
GMRO
I (`
Inve
ntor
y)
Year
2.75
3.62
3.29
5.50
6.03GM
ROF
(` p
er u
nit o
f ret
ail s
pace
)
Year
1700
1900
2100
2300
2500
2700
2900
2010-112009-102008-092007-082006-07
2520
2735
2471
2608
2771
500,000
700,000
900,000
1,100,000
1,300,000
1,500,000
1,700,000
1,900,000
2010-112009-102008-092007-082006-07
1,032,609
1,198,5931,270,014
1,649,991
1,719,600
GMRO
L (`
per
em
ploy
ee)
Year
150
250
350
450
550
650
750
MarFebJanDecNovOctSeptAugJulyJuneMayApr
Amou
nt (`
)
Sens
ex
Financial Year 2010-11 Shoppers StopSensex
16000
16500
17000
17500
18000
18500
19000
19500
20000
20500
250
350
450
550
650
750
MarFebJanDecNovOctSeptAugJulyJuneMayApr3500
4000
4500
5000
5500
6000
6500
Amou
nt (`
)
Nifty
Financial Year 2010-11 Shoppers StopNifty
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