Shoppers Stop

Annual Report 2010-11 01
20YE/RS.20l/K|Sl0Y/lCuSI0VERS./rct|ejcu|re]cescr.S|cppe|sStcp|asueer
p|cree||rt|ecce|r|eta|||rcust|]|r|rc|alc|2cecaces,a|wa]ssta]|rcrestepa|eac.
I|ar|stct|eCcpar]sc|||erce,epe|t|searcc|ec|u|||t],S|cppe|sStcp|asueccet|e
|||estuerc|a||lc|t|e|rc|arcce|r|eta|||rcust|],p|cv|c|rt|eu|t|ate|rcustce|
sat|slact|crac|csst|eccurt|].|tc|eatecaWc||cC|asss|cpp|repe||erce
u]ta||rt|el||ststeptcwa|csarewe|acllas||crarc||lest]|e.
|tsueer20]ea|sclccrstartevc|ut|crarc|||t|ess|rrcvat|cr.
|tsueer20]ea|sclup|c|c|rt|ep|||cscp|]tca|wa]s Start Something New.
MILESTONES
1991
0lle||reparcectc|rc|ucesu|t|r,uc]swea|arc|ac|ese|c|arc|se.
1992
1993
/ccecCasua|s,K|cswea|,Jewe||e|],||a|arces,Ccset|csarcWatc|esa||rS|cppe|s
Stcp|rc|asl||steve|cepa|terta|stc|e.
1994
S|cppe|s Stcp |aurc|ec ar ec|us|ve |c]a|t] p|c|a t|t|ec I|e |||st C|t|ters C|uu arc
SI0|t|el||st|r-|cuse|aue|.
1995
|||st steps tcwa|cs a par-|rc|a p|eserce. S|cppe|s Stcp |aurc|ec |ts seccrc stc|e |r
Bera|u|u.
Shoppers Stops journey to becoming a leader in the modern retail market has been dotted with successes.
Over the years, it has built up a sterling reputation with its dedication to stringent quality of products,
superior customer care and unparalleled shopping experience.
MAkIN
EAkIh0h8
1997
S|cppe|sStcp|rcc|pc|atecasaucc]cc|pc|ate.laurc|ec|a||||aa,alest|va|tcce|eu|ate|rc|ar
t|ac|t|crarccu|tu|e.
Sc|e |eta||e| tc ue awa|cec t|e |rte|ccrt|rerta| C|cup cl Depa|tert Stc|es (|CDS} eue|s||p.
|rst|tutecCustce|Ca|e/sscc|ateast|ecccrces|rat|crlc|a||ep|c]ees.
1998
1999
Reta|||evc|ut|crtcc||ccts|r|c|t||rc|aw|t|t|e|aurc|clstc|es|r/rsa|||ata(De|||}arcJa|pu|.
2000
|rc|as pcpu|a| c|a|r cl ucc|stc|es, C|csswc|c, uecae a pa|t cl S|cppe|s Stcp. S|cppe|s Stcp
|aurc|ec|rC|erra|.
2001
|||st|rc|ar|eta||e|tcaccptErte|p||seRescu|ce||arr|r(ER|}|rasscc|at|crw|t|J.D./|st|crtc
st|ert|erp|ccesses.
2003
|as||crsteppec|rtct|eEastw|t|t|e|aurc|clastc|e|rKc||ata.
2004
S|cppe|sStcpwasvctec|rc|ascstlavcu|ec|eta||cest|rat|crclt|e]ea|u]|aesReta||Rewa|c.
1996
S|cppe|sStcpuear|tsjcu|re]clec|t|ra||et|rp|cct|crsarc|r-stc|eec|teertw|t|al||stcl
|ts||rc|est|va|clB||ta|r,ce|eu|atec|rasscc|at|crw|t|t|ecce|c|a|cepa|tertclt|eB||t|s|
Ccrsu|ate.
2005
|ceStcp |ce reecs spec|a||st stc|e |aurc|ec |r Bera|u|u. S|cppe|s Stcp ||0
cve|suusc||uec cve|a|| u] 17.25 t|es. C|csswc|c uecae a w|c||] cwrec suus|c|a|] cl t|e
Ccpar].B|arcpcs|t|cr|rc|arecl|c|ee|t|eepe||ercetcS|cpp|r./rcue]crc.
Vct|e|ca|e|aurc|ec|r|rc|au]S|cppe|sStcp.Dec|a|ecReta||e|clt|e]ea|att|e|aes
|as||cr|c|u.
2006
C|eatec cv|e e|c|arc|s|r ||stc|] w|t| t|e urve|||r cl t|e 0 S|art| 0 cc||ect|cr.
Ce|eu|atect|e|aurc|w|t|S|a||u||K|ar,Deep||a|acu|crearc/|jurRapa|cce|||rt|e
c|ct|esatalas||crs|cw.I|eCcpar]accu||eca19sta|e|r|]pe|c|t].|e||c|tatect|eCc|c
S||e|c/wa|cu]|C/|lc|Ece||erce|r||rarc|a|Repc|t|rlc|t|eYea|200c|rt|eVarulactu||rc
I|ac|rErte|p||secatec|].
2007
2008
S|cppe|s Stcp was awa|cec t|e Ee||r a||et |eta||e| cl t|e Yea| at t|e Wc||c Reta||
ccr|ess|r/p|||2008.V|.|aes||asueer|rcuctec|rtct|eWc||cReta|||a||cl|aeatt|e
Wc||cReta||Ccr|ess|rBa|ce|cra.S|cppe|sStcp|epcs|t|crecarc|e|rvertecasau||cetc
|uu|]u|arcw|t|t|eurve|||rclt|erew|ccarcta||re,SI/RIS0VEI|||C|EW.
2009
||cree|ecascct||cers|rt||cu|arec|us|vet|e-uplc|ce|ta|rp|ccuctsw|t|Vccalcrelc|t|e||
pcpu|a|u|arcascctZcctcc.
2010
0pe|at|crseparcectc3cstc|esac|css15c|t|es.
2011
Reccr|secast|eVcstRespectecCcpar]|rt|eReta||Sectc|u]Bus|ressWc||c.
BRAND
JOURNEY
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
BRAND
REINVENTION
1992 Becoming a family stop
1993 Grabbing attention
1994 Infusing excitement
1996 Bringing in an International Experience
1998 Not forgetting our roots
2002 Emotionally Bonding with the market
2003 Outdoing customer expectations
2004 Presenting the Corporate Entity
2005 Evolving as a Brand to: Shopping. And beyond.
2007 Being simply irresistible
2008 Thinking ahead and revamping
ourselves with changing times
2010 Riding current times
HR
PRACTICES
INN0vAIIvE
IEAMW0k
Because customers come first at Shoppers Stop, every employee is a Customer Care Associate, right from the
Vice Chairman to the floor staff. Associates start each day with the anthem 'Had Se Aage' written by Gulzaar
Sahab, sung by Sonu Nigam and composed by Ram Sampat.
Ic |eep suc| ||||]-|rvc|vec wc||lc|ce
eraec arc ct|vatec, S|cppe|s Stcp |as
|rt|ccucecar]pecp|e|r|t|at|ves.
Parichay I|e|rcuct|cr.I||s|sar|rcuct|cr
p|c|ae t|at ccp||ses cl c|ass|cc
t|a|r|r,jcut|a|r|r arca|sc|rt|ccucest|e
la||]clt|easscc|atestct|ec|ar|sat|cr.
Learning and Development Centre I|e
lea|r|r arc Deve|cpert Cert|e |s
|espcrs|u|elc|suppc|t|rasscc|ates|rt|e||
ceve|cpert reecs as we|| as p|cv|c|r t|e
c|ar|sat|cr w|t| pecp|e ta|ert lc| va||cus
|r|t|at|ves.
Jo Jeeta Wohi Sikandar Reccr|ses arc
|aucs pe|lc|arces cl asscc|ates w|c |ave
creue]crct|eca||clt|e||cut].
The Baby Kangaroo Programme
Reccr|s|r ||| |ctert|a|, t||s |s t|e l||st
p|c|a |r t|e |eta|| sectc| w||c| clle|s
a st|uctu|ec |cwt| pat| tc asscc|ates.
I|e p|c|ae |as wcr ar] accc|aces
|r t|e |rcust|] arc cre cl t|e |s t|e
p|est||cus DV/ E|e|wcr /wa|c lc|
|rrcvat|ve|R|r|t|at|ves.
Measurement of Associate Satisfaction
Weact|ve|]easu|easscc|atessat|slact|cr
u] ccrcuct|r ar arrua| cr||re su|ve] tc
cete||re t|e /sscc|ate Sat|slact|cr |rce
(/S|}./||asscc|atespa|t|c|pate,ac|css|eve|s,
a||rt||sar|pc|tarttcc|lc|ccrt|rucus
|p|cveert.
REACH & CUSTOMER
EXPERIENCE
EA6hINNEW
0NAIE8
Shoppers Stop has been delighting customers by offering a complete shopping experience in many cities
around the country. It is this much-appreciated and talked-about experience that is now being introduced to
other, newer cities in India.
Custce|s a|e t|eatec w|t| a ccp|ete
sersc||a| epe||erce w|||e s|cpp|r at
S|cppe|sStcpstc|es.I|escct||rl|a|arce
clt|eBeaut]|a||att|eert|arceese||ses
t|e custce|s as sccr as t|e] step |r. I|e
|uu||cusarcurc|utte|ec|a]cutclt|estc|es
|e|pscustce|s|cpateasew|||et|epepp]
S|cppe|sStcpRac|cu|||tersupt|e||ccc.
I|e ||ue|t] tc t|] cut p|ccucts w|t|cut t|e
cu||at|crclpu|c|ase|||ea|e-upaccs
tc t|e cve|a|| s|cpp|r epe||erce arc t|e
Cale|reac|stc|eersu|esa|el|es||ru|ea|
|r-uetweer s|cpp|r. Vc|ecve|, |as||cr
/ss|startsateac|stc|e|e|pcustce|s|a|se
t|e||las||crcuct|ertu]ass|st|rt|ew|||e
a||rapu|c|asecec|s|cr.
Du||r t|e ]ea|, t|e Ccpar] etercec t||s
urpa|a||e|ec s|cpp|r epe||erce tc rewe|
c|t|esarccatc|ertu]|aurc||rcS|cppe|s
Stcpstc|es.
S|cppe|s Stcp |as |eac|ec cut tc
custce|s ac|css |rc|a, arc a|sc tc
|R|s, t||cu| |ts e-cce|ce weus|te,
www.s|cppe|sstcp.cc, w||c| ce||ve|s tc
c|e t|ar 500 c|t|es arc tcwrs ac|css t|e
ccurt|]. I|e cr||re s|cpp|r weus|te clle|s
t|eeasearcccrver|ercetcs|cplc||eac|r
||lest]|e u|arcs, l|c ar]w|e|e w|t| secu|e
pa]ertcpt|crsarca|sca||cws|||stC|t|ter
eue|stcea|rarc|eceepc|rtscr||re.
(|rc|ucesC|csswc|c,Vct|e|ca|e,|ceStcp
V./.C.,C||r|cuearcEsteelauce|cut|ets}
luc||ara
/||tsa|
|rcc|e
/u|arauac
S|||u||
Du|apu|
B|cpa|
|apu|
|as|||
FORMATS
Shoppers Stop provides for the customers every need, be it fashion and home needs or specialty
retailing such as books, maternity and infant care and cosmetics. Products include both national
and international brands that have one thing in common their unquestionable quality.
Shoppers Stop
I|e Ccpar] s l| as|| p uus| ress cl
cepa| t ert st c| es | s ar| l est | r
S|cppe|s Stcp. |t clle|s custce|s ar
|rte|rat|cra| s|cpp|r erv||crert arc a
wc||c c|ass s|cpp|r epe||erce t||cu| |ts
38stc|es|r17c|t|es.
|t|cusesa|cstcl|rte|rat|cra|arcccest|c
u|arcs ac|css catec||es suc| as appa|e|,
accessc||es,ccset|cs,|cec||tc|erwa|e
arc a|sc |ts cwr ec|us|ve u|arcs. Sce
|rte|rat|cra| p|e|u u|arcs |eta||ec at
S|cppe|s Stcp a|e /ust|r Reec, VuSI/|C,
CKJears,||erc|Ccrrect|cr,Ic]|||l|e|,
Esp||t,uCB,C|are|,larcce,Cuess,Varc,
Jac|cJcresarcuS|c|c,tcraealew.
HomeStop
|ceStcp |s t|e l||st-cl-|ts-||rc p|e|u
|ce ccrcept stc|e p|esert |r 3 c|t|es at 1
|ccat|crs. |t clle|s a w|ce |are cl |ce
p|ccuctsac|csscatec||esa|crw|t|sce
clt|ecst|eputecrat|cra|arc|rte|rat|cra|
u|arcs.
|t |s a cre-stcp s|cp lc| a|| |ce reecs
|ar|r l|c |ce cecc| tc lu|r|tu|e, uat|
accessc|| es tc uec|cc lu|r| s|| rs,
att|essestcc|ape||es,arcca|petstc|ea|t|
ecu|pert,a||urce|cre|ccl.
Crossword
C|csswc|c |s t|e |eace| |r t|e ||lest]|e
ucc|stc|ecatec|]w|t|aur|cuep|ccuct|
cl ucc|s, aat|res, CD-R0Vs, us|c,
stat|cre|]arctc]s.I||s|slu|t|e|er|arcec
w|t| se|v|ces |||e D|a|-a-Bcc|, arc lac|||t|es
|||e C|lt Vcuc|e|s arc Retu|r, Ec|are,
c Relurcs pc||c]. Cu||ert|], t|e|e a|e
c9C|csswc|cstc|es/ccc|s|rcpe|at|cr.
IvE8IFIN
0kN0WIEE
HyperCITY
|]pe|C|IY|as|ecel|rect|eepe||erceclt|e
|rc|ar ccrsue| |r t|e u| uc |ec |eta||
lc|at.|tsclle||rs|rc|ucelcccarc|cce|],
ere|a| e|c|arc|se arc appa|e|. I|e
uus|resscpe|atesaVc|etcD|sccve|u]||re
arcce||ve|scua||t]p|ccuctsata|eatva|ue.
|]pe|C|IY cpe|ates 9 stc|es, cre eac| |r
/||tsa|, B|cpa|, Ja|pu|, luc||ara, |av|
Vuua|,|]ce|auac,arcBera|u|uarc2|r
Vuua|.
Mothercare & Early Learning Centre (ELC)
S|cppe|s Stcp ltc (SSl} |as ec|us|ve
a||areerts tc cper Vct|e|ca|e arc ElC
s|cp-|r-s|cps |r |rc|a. Vct|e|ca|e, uKs
p|e|u |rte|rat|cra| u|arc lc| ate|r|t],
|rlartarcc|||cca|ep|ccucts,cu||ert|]|as29
stc|es cpe|atec u] SSl, |rc|uc|r 7 starc-
a|cre stc|es w|t| a p|eserce |r 11 c|t|es.
Ea||]lea|r|rCert|e(ElC},uKsruue|cre
ecucat|cra| tc] u|arc lc| c|||c|er aec 0-c
]ea|s|sa|scava||au|e|rse|ectS|cppe|sStcp
stc|es.
Estee Lauder Group of Companies
S|cppe|s Stcp |as erte|ec |rtc a rcr-
ec|us|ve |eta|| a|eeert w|t| wc||c
|ercwrec ccset|cs ajc| Estee lauce| tc
cper stc|es lc| |rte|rat|cra| u|arcs |||e
V./.C,Esteelauce|arcC||r|cue|r|rc|a.
/scrVa|c|31,2011,S|cppe|sStcp|as17
V./.C stc|es w|t| a p|eserce |r Vuua|,
|ure, Bera|u|u, /||tsa|, |]ce|auac,
C|erra|,arcDe|||.Esteelauce||as1stc|es,
|rc|uc|r 3 starca|cre stc|es, cre eac| |r
De|||,Bera|u|uarcVuua|.C||r|cue|as10
stc|es,|rc|uc|rtwcstarca|crestc|es.
Airport Retailing
I|e Ccpar] cu||ert|] |as 1 stc|e eac| |r
Bera|u|uarc|]ce|auaccut]pa|carc1cut]l|ee
atBera|u|u.
Timezone
S|cppe|sStcpue||evest|at|rc|arccrsue|s
a|e |cc||r lc| u|t|p|e cpt|crs tc erte|ta|r
t|ese|ves arc t|e|| la|||es. |t |as lc|a]ec
|rtct|eerte|ta|rertsectc|w|t|asta|ecl
1c.89 |r I|etcre Erte|ta|rert |||vate
l||tec, w||c| |s t|e uus|ress cl cpe|at|r
|a||] Erte|ta|rert Cert|es (|ECs}. |t
cu||ert|]|as12ccc|s|r|eac|ret|cs.
LOYALTY PROGRAM
& FIRST INSIGHT
Shoppers Stops strength is its customer loyalty. It strives to make the shopping experience as valuable as
possible, so that customers keep returning for more. Shoppers Stop takes the shopping experience
to the next level, by making it personalised for its loyal customers.
EWAIN
068I0ME8
First Citizen contribution to Sales
10%
20%
30%
40%
50%
60%
70%
80%
0.0%
2007
61%
2008
65%
2009
72%
2010
75%
2011
73%
First Citizen Programme
S|cppe|s Stcp ue||eves t|at t|e custce|
ta|esp||c||t]cve|a||e|se,w||c||sw|]t||s
p|c|ae|asc|et|ar2||||crsat|sl|ec
eue|s w|c ccrt||uute up tc 73 tc cu|
sa|es.
I|e|||stC|t|ter|c]a|t]p|c|ae|st|ecst
successlu||e|at|crs||parc|c]a|t]p|c|ae
|r t|e |eta|| |rcust|] |r |rc|a arc tcca]. I|e
uaseclt|e|||stC|t|terVeue|sccrt|ruestc
|cw.I|e||t|ust|rt|eu|arc|as|rsp||ec|ttc
ccrt|rue tc ece| |r se|v|ce, cua||t] arc
clle||rs.
I|ecuject|veclt|e|||stC|t|ter||c|ae|s
tc ersu|e custce| ce|||t arc er|arce
custce| sat|slact|cr. S|cppe|s Stcp t|u|]
va|ues t|e leecuac| |t |ece|ves l|c |ts
custce|s. Ic t|u|] |rcw custce|s,
S|cppe|sStcpara|]sest|ep|cp||eta|]|||st
C|t|ter cata cr a ccrt|rucus uas|s us|r
D||s|t|,acatawa|e|cus|rarccata|r|r
|Iuac|ucre.
Custce| |cups a|e ara|]sec us|r t|e
p|cp||eta|] |||st |rs||t. I||s |e|ps tc p|ar
ta|etecclle|s,u|arcsarcccur|cat|crs.
Crossword Book Rewards Programme
lc]a| C|csswc|c Bcc|stc|e custce|s a|e
|ewa|cec t||cu| t|e C|csswc|c Bcc|
Rewa|cs p|c|ae w|t| pc|rts, c|sccurts,
p|cct|cra| clle|s arc c|e. eWc|cs, a
crt||] e-rews|ette| w|t| |ev|ews cl rew
ucc|s, rews aucut |r-stc|e everts arc uest
se||e|||sts,|sa||ectct|eseeue|s.I|e
C|csswc|cBcc|Rewa|cs|c]a|t]p|c|ae
|as c|e t|ar 2.77 |ac eue|s arc |as
ccrt||uutec tc 10 cl sa|es cl C|csswc|c
Bcc|stc|esltc.
Discovery Club Programme
I|e |]pe|C|t] D|sccve|] C|uu u||rs eve|]
cust ce| | eat sav| rs, ec| us| ve
p|cct|crs,spec|a|p|ev|ewsarcaw|c|e|ct
c|e.0recarea|rc|sccve|]|ewa|cpc|rts
arc |ecee t|e aa|rst pu|c|ases. I||s
|c]a|t] p|c|ae |el|ects |]pe|C|t]s
cc|tert tc clle| |ts custce|s t|e
u|t|ate s|cpp|r epe||erce. |]pe|C|t]s
|c]a|t] p|c|ae D|sccve|] C|uu, |aurc|ec
|r2009,ccrt|ruestc|cwarc|ep|esert11
clsa|es|r01|Y11.I|e|ea|eatcta|cl1.c3
|acseue|s.
Customer Satisfaction Index Scores
JAN 06
60%
AUG 06
63%
NOV 07
63%
FEB 09
81%
0.0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
APRIL 10
80%
BRANDS
S|rce |ts |rcept|cr, S|cppe|s Stcp |as
ccrt|ruec tc |rt|ccuce rew u|arcs arc |as
sta]ec a|eac t||cu| ec|us|ve arc rcr-
ec|us|ve t|e-ups w|t| va||cus u|arcs. I|e
|arecl|rc|ararc|rte|rat|cra|u|arcs|ave
ueer ca|elu||] c|cser tc eet t|e reecs cl
t|ecce|rs|cppe|.
Eters|ve epe||erce |r t|e |eta|| space |as
|e|pec|tart|c|patet|ecustce|ss|cpp|r
reecs arc |rt|ccuce seve|a| cua||t]
|rte|rat|cra| u|arcs |r |rc|a uc| uelc|e
ct|e|s.S|cppe|sStcp|assett|euerc|a||
lc|w|atcce|r|eta||carclle|arcasp||estc
ta|e|ttct|eret|eve|.
Sa|t,cclc|tau|ec|ct|est|ata|eape|lect
|clc|ass|carcccrtepc|a|]st]||r.
I|erc]casua|c|ct|esarcaccessc||esuasec
cr|cua|las||crt|ercs.
E|eart arc ecu|s|te t|ac|t|cra| cccas|cr
wea|lc|et|r|cc||c.
0IINAI
6EAII0N8
Attuned to the brand philosophy of Start Something New, Shoppers Stop observes fashion trends,
and takes delight in offering unique quality merchandise that is trendy and aspirational. It takes pride in
the fact that its customers find exactly what they need and are encouraged to explore more options.
Scp||st|cateclc|a|arccasua|c|ct|eslc|
t|epcwe|c|esse|.
|aute cu||] |s a ]cur arc lur|] et|rc-
lus|cr u|arc lc| tcca]s ]cur las||cr
c|vas. V|v|c |rc|ar cc|cu|s arc ct|ls a|e
las||crau|]captu|ec|rcce|rs|||cuettes
arcces|rs.I|e||reccp||sesclst]||s|
|u|t|s arc t|erc] sa|waa| |aeet arc
cupattasets.
S|cppe|sStcp|asraecwc||clacuss|ta|
aest|c arc us|c ccpcse| /rcus||a
S|ar|a| as t|e u|arc auassacc| lc| |aute
cu||].S|e|srctcr|]a]cut||ccruut|sa|scar
apteap|eclet|r|cc|ve|s|t],ue|tt||cu|
|e| us|c c| pe|scra| st]|e. S|e pe|lect|]
atc|est|eu|arcva|uesarcpcs|t|cr|rcl
|autecu||]arc|e|pe|scra|st]|estateert
|||c|s t|e cce|r|sec et|r|c|t] cl |aute
cu||]sces|rsarcst]|es.
|as||crcer|wea|lc|t|eu|uar]cut|t|at
ep|tc|ses|rc|v|cua||t].
E|eart|]st]||s|]etp|act|ca|arccclc|tau|e
wcerswea|lc|spec|a|cccas|crs.
|as||crau|e lc|a|s arc sa|t casua|s lc|
st]||s|arcl|auc]arter.
|as||crau|e ccpc|ate wea| arc accessc||es
lc|wcer.
INTERNATIONAL BRANDS
S|cppe|s Stcp erjc]s ar ec|us|ve |eta||
a||areert w|t| t|e B||t|s| las||cr arc
||lest]|e u|arc /ust|r Reec. urce| t||s, t|e
/ust|r Reec |are cl lc|a| uus|ress wea|
arcsa|tcasua|wea|lc|erarcwcer|s
ec|us|ve|]ava||au|eatS|cppe|sStcpstc|es.
I||s Ce|ar u|arc |as ueer u|cu|t tc t|e
|rc|ar a||et t||cu| ar ec|us|ve |eta||
a||areert, |r t|e cepa|tert stc|e
seert, w|t| S|cppe|s Stcp ltc. I|e
appa|e| e||u|ts s|r|l|cart |rte|rat|cra|
|rl|uerce |r st]|e arc l|resse arc |t euces
u|uar c||c w|t| |ts aut|ert|c st]|e arc
uratc|eccclc|t.
/st|el||stcer|u|arcclEu|cpe,VuSI/|C
|s wc||c |ercwrec lc| |ts p|ec|se l|ts arc
was|es.
I|e |cua| appea| cl t|e cc||ect|cr |s
urce|scc|ec u] |ts |rte|rat|cra| s|||cuettes
t|at pe|lect|] ta||] w|t| t|e|ess ]et t|erc-
|rsp||ec cc|cu|s arc ceta||s. |t a||cws t|e
c|sce|r|r las||cr cevctee t|e cpt|cr cl
uu]|rccp|eteerseu|es,cve|arcaucve
|rc|v|cua|a|erts.
MARKETING
INITIATIVES
Brand Campaign
I||s ]ea|s capa|r ccrt|rues w|t| t|e
t|cu|t cl SI/RI S0VEI|||C |EW.
I|eu|arcS|cppe|sStcp|sa||recw|t|scc|a|
|ssues|rt|eupcc|rcapa|rt|ecc|e
essae |s tc s|cwcase ||C| |/S||0|.
I|e e|c|arc|se ccrrect |s et|ee|]
st|cr arc c|eates ar |rterse ces||e tc
uu] e|c|arc|se |r custce|s |rcs. I|e
capa|rw|||leatu|est]||s|pecp|e|rs|p|e
ca]-tcca] s| tuat| crs actua| | ] cc| r
scet||r rew sc t|e Sta|t Scet||r
|ewcaractua||]t|ars|ate|rtcact|cr.
Social Media Marketing
|rrcvat|ve |r|t|at|ves |r t|e Scc|a| Vec|a
Va||et|r space |ave |ept t|e u|arc
ccrrectecw|t|cu|custce|sl|cac|csst|e
ccurt|].Va||cusccrtestscrt||sspace|ave
ersu|ec t|at S|cppe|s Stcp erjc]s a |a|e
ruue| cl l|KES, c|e t|ar 7 |acs cr
|aceucc|. S|cppe|s Stcp |s a|sc act|ve cr
ct|e| p|atlc|s suc| as Iw|tte|, |cu|scua|e
arcYcuIuue.
0N-EAkIN
INN0vAII0N
Film Merchandising: Break Ke Baad
|as||cr |r |rc|a |s p|ececec arc |a|e|]
cve|recu]Bc||]wcccsst]|estateert. |r
t|e past, S|cppe|s Stcp et w|t| uc|
successlc||tsec|us|veappa|e|||res|rsp||ec
u]|eatl||ssuc|as0S|art|0,lcve/aj
Ka|,arcKa|t|||Ca|||rKa|t|||etc.I||s]ea|
S|cppe|sStcpt|ecupw|t|easta||e|l||
B|ea| Ke Baac arc |aurc|ec ar ec|us|ve
appa|e|||reurce||tspcpu|a|]cut|u|arcl|le.
Deep||a |acu|cres le|r|re arc c||c st]|e
arc ||ar K|ars c|ccc|ate-uc] c|a| was
|||c|ec pe|lect|] |r t|e casua| appea| cl
t|ecc||ect|cr.
End-of-Season Sale
S|cppe|s Stcp |aurc|ec |ts De|||tlu||] lcw
|||cesuptc510llSa|ecapa|rw|t|rew
e]e-catc||r arc c|utte| u|ea||r |ae|].
I|eeters|vecutccc|capa|rc|eatect|e
|||t v|s|u|||t] t||cu| a pe|lect se|ect|cr
cl u|||uca|cs. I||s was suppc|tec u]
acve|t|s|r |r |eac|r puu||cat|crs ac|css
c|t|esw|t|S|cppe|sStcpstc|es.
Choose Your Own Gift
S|cppe|sStcpp|esertect|eert||estc|etc
t|e|| |||st C|t|ter Veue|s arc epcwe|ec
t|e tc c|ccse t|e|| cwr |lt cu||r t|e||
arrua||c]a|t]p|c|aep|cct|cr.|rsteac
clclle||rap|e-se|ectec|lt,S|cppe|sStcp
clle|ec|ts|c]a|t]p|c|aeeue|sw|t|
Bcrus Rewa|c |c|rts cr t|e|| pu|c|ases,
w||c|ccu|cue|eceeeccrar]p|ccuctcl
t|e||c|c|ce.
Start Something New Today
I|eSta|tScet||r|ewIcca]capa|r|s
a se||es cl sa|| acs |r |eac|r puu||cat|crs
t|at appea| eve|] I|u|sca] cr p. 3. I|ese
acs uas|ca||] p|cv|ce |rte|est|r las||cr arc
s|cpp|rt|pstct|ecustce|s./tt|esae
t|e, t|e sae t|p |s ||||||tec at t|e
p|]s|ca|stc|est||cu|V|sua|Ve|c|arc|s|r.
Innovation is the key to everything at Shoppers Stop. Carrying forward the brand philosophy of
Start Something New, the past year saw clutter-breaking innovative campaigns that lent
newness and topicality to pull customers and helped increase footfalls.
FINANCIAL
HIGHLIGHTS
EINvENIIN
F0FII8
Shoppers Stop has always strived to keep its sales growth at a constant level. It is assured that the
high standards of the products complement the high output level of profits.
S|cppe|sStcp|asta|er|artstepstcwa|cs
ac||ev|rst|ate|c|cwt|.I|elccuscrccst
|at|cra||sat|cr, st|ea||r|r p|ccesses arc
ersu||rcustce|sat|slact|cr|as|ver|tar
ece|rt|ea||et.W|t|ecua|ep|as|scr
caut|cus p|arr|r, S|cppe|s Stcp |as
ccrsc||catec |ts pcs|t|cr as a |eac|r |eta||
|rrcvatc||r|rc|a.
I|eCcpar]|aswc||ectcwa|csceve|cp|r
|tse|l as ar eep|a|] |eta|| cce| w|t| t|e
ccu|rat|crcl|||tpcs|t|cr|r|rt|e|rcs
cl |ts custce|s, ccst |at|cra||sat|cr
easu|es arc e| t| r rcr-p|cl| tau| e
uus|resses. |r |Y 2011, S|cppe|s Stcp ltc.
ac||evec a C|css Reta|| Iu|rcve| cl ` 1929
c|c|es, up u] 23, w|||e t|e |css a||r
stccc at ` 599 c|c|es s|cw|r a |cwt|
cl21.
I|e Ccpar] |as w|tressec a st|cr arc
stau|eerv||crertcve|t|e]ea|w|t|st|cr
|cwt||r|||e-tc-|||esa|escl17lc|t|e]ea|.
|t|sa|sceparc|rsteac||]|ret|csaswe||
as t|e| || c|t|es, w||c| |s w|tress|r t|e
ccrsupt|cr ucc arc |as |ver t|e
Ccpar] access tc a |cw|r ruue| cl
custce|s.
Gross Retail Turnover
3,000
6,000
9,000
12,000
15,000
18,000
C
A
G
R
=
2
3
%
21,000
8,996
2007
12,069.1
2008
14,001
2009
15,684
2010
0
19,290
2011
AWARDS
Du||rt|e]ea|2010-11,S|cppe|sStcpwas
t|e p|cuc |ec|p|ert cl ar] |rcust|]
accc|aces.
|t |as ueer |eccr|sec as t|e 'Most
Respected Company in the Retail Sector'
u]Bus|ressWc||c.
S|cppe|s Stcp wcr t|e p|est||cus |c]a|t]
award for 'Customer & Brand Loyalty' in the
'Retail Sector' ccrsecut|ve|] lc| twc ]ea|s
(2010c2011}att|elc]a|t]Su|t.
I|e Ccpar] a|sc |ece|vec t|e Most
Admired Non-Store Fashion and Lifestyle
Retailer of the Year awa|c at t|e |aes
|as||cr /wa|cs 2011 lc| |ts ecce|ce
weus|te.www.s|cppe|sstcp.cc
EI Reta|| /wa|cs, uac|ec u] t|e Eccrc|c
I|esarcReta||e|s/sscc|at|crcl|rc|a(R/|},
|ave awa|cec S|cppe|s Stcp w| t|
t|e 'Marketing Idea of The Year' awa|c lc|
t|e Zcctcc e|c|arc|se t|e-up w|t|
Vccalcre-Essa|.
S|cppe|s Stcp |as ueer ccrle||ec w|t| t|e
"Best Retail Marketing Campaign of the
Year" awa|c arc ' Customer Loyalty
programme' awa|c at t|e 7t| Re|c c Ia]|c|
Over the years the Companys success in the retail field was monitored and awarded by the
business world. It wasn't Lady Luck who smiled on the organisation and helped it achieve
what it has, but the dedicated devotion of all the Associates, Customers and Stakeholders.
/wa|cs lc| Reta|| Ece||erce at /s|a Reta||
|c|u(/s|aReta||Ccr|ess}.
S|cppe|s Stcp a|sc |ece|vec a Merit
Certificate in the category 'Department
Store more than 20,000 sq.ft.' att|eVVRD
Reta||Des|r/wa|cs2011.
|0WERBR/|DS, a |esea|c| c||ver ucc| cl
|rc|as cst pcwe|lu| u|arcs |eccr|sec
Shoppers Stop as one of the most
aspirational brands, w||c| |as lc|t|l|ec |ts
p|eserce|rt|e|ea|tsarc|rcsclt|e|rc|ar
ccrsue|s.
SOCIAL
RESPONSIBILITY
FI0NEEIN806IAI
E8F0N8IIIII
At Shoppers Stop, it is a moral duty to give back to society. Several social concerns are supported at all levels of the
organisation. Associates are encouraged to keep in mind their Social Responsibility, and the Company uses measures
and technology that positively effect the welfare of society. Customers are also motivated to look at the big picture
and help out the less fortunate.
/saRespcrs|u|eCc|pc|ateC|t|ter,S|cppe|s
Stcp |as suppc|tec ar] scc|a| ccrce|rs.
0ve|t|e]ea|s,S|cppe|sStcp|asta|erar]
Cc|pc|ate Scc|a| Respcrs|u|||t] |r|t|at|ves tc
vc|ceva||cuscauses.Sce|r|t|at|vesclt|e
Ccpar]s p|||art||cp] |rc|uce |v|r awa]
|eer p|arts tc custce|s at t|e |aurc| cl
Bera|u|usl||stS|cppe|sStcpstc|e.I|el||st
S|cppe|s Stcp stc|e |r Kc||ata ue|r
|rauu|atecu]urce|-p||v||eecc|||c|er,arc
t|e|a||||aalest|va|p|cct|r|u|a|a|t|sars
sc t|at t|e] ccu|c sta|t tc ea|r susta|rau|e
|rcces.Sceclt|ect|e||r|t|at|vesta|er|r
t|epast]ea|a|e.
Energy Conservation
| r 2007 we l c|u| atec ar Ere|]
Varaeert|c||c].Ia||r|tasteplc|wa|c,
we tcc| up Erv||crert ||cject / arc
cep|c]ec ere|] sav|r arc ccrse|vat|cr
s]stes |||e Cert|a| Ere|] Vcr|tc||r
S]stes (CEVS}, Va||au|e ||ecuerc] D||ve
(V|D},lED,|esc|ecu||rcl/|||arc||rur|ts
(/|us},|esu|t|r|ra1c|ecuct|cr|rere|]
ur|tccrsupt|cr|rlIlstc|es.|rt|epast]ea|
we|aveueerau|etcsave11|a||sur|ts.
Back to Earth by HomeStop
|ceStcpccrt|ruectcclle|t|eecc-l||erc|]
u|arcBac|tcEa|t|.I||scc||ect|cr|asueer
|rsp||ecu]ratu|earct|ep|ccuctsa|eace
cl|uuue|wccc,ceacwccc,C||resejujuue,
uaucc,jute,ratu|a|l|u|e,|ec]c|ecwcccarc
||rer. 0re car c|ccse l|c a w|ce |are cl
p|ccuctsac|csscatec||es|||elu|r|s||r,uec
||rer,||tc|eraccessc||esarc|cececc|.
Brand Campaign 'Start Something New'
Ca||]|r lc|wa|c t|e u|arcs p|||cscp|] cl
Sta|tScet||r|ew,t|eu|arccapa|rs
cl S|cppe|s Stcp |ave vc|cec va||cus scc|a|
ccrce|rs arc causes | r | ts t]p| ca|
tcrue-|r-c|ee|arre|.I|eu|arccapa|r
cl t|e ]ea| 2008 vc|cec t|e cause cl
erv||crertccrse|vat|cr.
I|e cu||ert u|arc capa|r vc|ces u|uar
scc|a|ccrce|rs.
Foundation Day celebration
I|e |curcat|cr Da] cl S|cppe|s Stcp |s
cec|catec tc up|c|c|r scc|a| causes. Eac|
stc|e,|e|crarcSe|v|ces0ll|ce|e|psar|C0
cl|tsc|c|ce.|r2010t|eSe|v|ces0ll|ce|ac
c|ar|sec a B|ccc Dcrat|cr c||ve tc suppc|t
t|ecauseclI|a|asse|a|rasscc|at|crw|t|
t|eStateB|cccI|arslus|crCcurc||.
Salwar Kameez Dupatta (SKD)
Exchange offer
I||s|sararrua|ec|areclle|t|atS|cppe|s
Stcp |as ccrcuctec lc| ar] ]ea|s |r
asscc|at|crw|t||C0s|||eCcrce|r|rc|aarc
Cccrj. |c| t||s clle| we |rv|te custce|s tc
ccratet|e||c|cuutwea|au|eSKDstcwa|cs
t|e cause arc |r |etu|r erjc] c|sccurts cr
t|e||rewpu|c|asesclSKDs.
BOARD OF DIRECTORS
C0V||DS|R|K|/|DE B.S.|/CES| ||RV|KS||C|
DEE|/KC|/|S/S
||I||S/|C|/V| S|/|Z//DD/l/l
CuluV|RC|/|D/||
|EElC.R/|EJ/ R/V|C.R/|EJ/
C|/|DRul.R/|EJ/
C|a||arsStateert 039
Bca|cclD||ectc|s 010
||rarc|a|||||||tsarcKe]Rat|cs 011
D||ectc|sRepc|t 012
VaraeertD|scuss|crc/ra|]s|sRepc|t 050
Cc|pc|ateCcve|rarceRepc|t 0c1
/uc|tc|sRepc|t 079
Ba|arceS|eet 082
||cl|tclcss/cccurt 083
Cas|||cwStateert 081
|ctestct|e||rarc|a|Stateerts 089
Ba|arceS|eet/ust|actarcCcpar]s
Cere|a|Bus|ress||cl||e 10c
||rarc|a||rlc|at|crclSuus|c|a|]Ccpar|es 107
Ccrsc||catec||rarc|a|Stateerts 109
CONTENT
CHAIRMANS STATEMENT
I|ecce|r|eta|||rcust|]|r|rc|a|asccrewe|||r
|Y2010-11crt|euac|cleccrc|carcpc||t|ca|
stau|||t], |cr te| pc||c] ccrt|ru|t], st|cr
urce||]|r eccrc|c |cwt|, |p|cvec custce|
sert|ert, |cw|r u|uar|tat|cr c all|uerce arc
erc|cus|]|cw|rpctert|a|cearc|rt|e|rc|ar
Va||et.
|c|t|e]ea|2010-11,]cu|Ccpar]|asac||evec
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c|c|es, up u] 50, cve| t|e p|ev|cus ]ea|.
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|rt|ep|ev|cusl|rarc|a|]ea|tc8clsa|es|rt|e
cu||ertl|rarc|a|]ea|.
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l||esa|es|cwt|cl17,w|||stc|a|r|eve||cwt|
|r sa|es was 23. I|e /ve|ae Se|||r |||ce c
I|arsact|crS|te|aveseer|cwt|scl7arc9
|espect|ve|] cve| t|e |ast ]ea|. I|e 0|| arc
||ccte|sWa||arts|ssuetcta||rtc` 253c|c|es
wassuccesslu||]ccp|etecu]]cu|Ccpar].|r
v|ew cl t||s |cuust pe|lc|arce a 15 c|v|cerc
|as ueer |eccercec u] t|e Bca|c, suuject tc
app|cva|cleue|s.
/spa|tclcu|ccrt|rucuserceavcu|tc|cwarc
peret|atet|ea||et,]cu|Ccpar]cpereccrew
S|cppe|sStcpstc|escu||rt|e]ea|creeac|at
Bera|u|u,B|cpa|,De|||,/u|arauac,S|||u||arc
Du|apu|ta||rt|eruue|clc|a|rclstc|estc38
as cl Va|c| 31, 2011. /t a c|a|r |eve| ]cu|
Ccpar] |as accec c|e t|ar 3,00,000 scua|e
leet|rt|e]ea|2010-11.
|rt|e]ea|,]cu|Ccpar]|asaccu||ec32sta|e
suus|c|a|] cl ]cu| Ccpar]. I|e|elc|e, t|e
ccrsc||catecl|rarc|a|sclt|e]ea||el|ect|]pe|C|t]
l|rarc|a| ruue|s. Ycu| Ccpar] arc |ts
araeert ue||eves t|at t|e|e |s |erse
pctert|a| |r t|e |]pe|a||et sectc| cl cce|r
|eta|||r,arc|]pe|C|t]w|||ueas|r|l|cart|cwt|
er|relc|]cu|Ccpar]scve|a||p|cl|tau|||t]|rt|e
]ea|stccce.|]pe|C|t]suus|ress|scu||ert|]|r
t|e evc|ut|cr stae ue|r |r |ts l|lt| ]ea| cl
cpe|at|cr. |r te|s cl custce|s l|arc||se |t |as
ueer au|e tc ea|r ccercau|e |c]a|t] l|c |ts
custce|s. |ts stc|es a|e we|| app|ec|atec u]
custce|s arc ever ac||ec |r t|e |rcust|].
/wa|csccrle||ecupcr|]pe|C|t]ac|css|astar]
]ea|ssuppc|tt||slact.
Ycu| Ccpar]s |c]a|t] p|c|ae, |||st C|t|ter
ac||evecaajc|||estcre|r|Y10-11.I|etcta|
eue|s||p cl t|e p|c|ae c|cssec t|e
2||||cra||arctcca]|screclt|e|a|est|c]a|t]
p|c|aesac|csssectc|s.Ycu|Ccpar]s|||st
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arc |ave ccrt||uutec tc 73 cl ]cu| Ccpar]s
sa|es. /s cu| |c]a|t] p|c|ae |cws, cu|
|aceucc|larc|uu|sa|sc|cw|rve|]last.|t|as
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|eta|| ccpar] |||e ]cu|s tc |ea|r |r tcuc| w|t|
custce|sata||t|et|esarcscc|a|ec|a|sar
|pc|tartaveruetc|ea|r|rccrstarttcuc|w|t|
custce|s.
|rt|e]ea|urce||ev|ew,]cu|Ccpar]|ece|veca
ruue| cl ccvetec awa|cs. I|ese |ave ueer
leatu|ec cr pae rcs. 32 arc 33 cl t||s /rrua|
Repc|t. 0re cl t|e cst s|r|l|cart was
VcstRespectecReta||Ccpar]clt|eYea|l|c
Bus|ressWc||c.I||sawa|c|s|vertcsceclt|e
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|eta|| ]cu| Ccpar] |as wcr |t. /pa|t l|c t|at
ct|e| |pc|tart awa|cs t|at ]cu| Ccpar] |as
wcrwe|eVVRDReta||Des|r/wa|c,Custce|
cB|arclc]a|t]/wa|catt|e|cu|t|lc]a|t]/wa|cs
p|c|aearccstac||ec|crStc|e|as||cr
arcl|lest]|eReta||clI|eYea|at|V/CES|as||cr
/wa|cs 2011. I|ese awa|cs cr|] |e|te|ate t|e
|espect arc ac||at|cr t|at ]cu| Ccpar]
ccarcs|rt|e|rcust|]arcacrst|tspee|s.
Ycu| Ccpar] |as c|awr up eters|ve p|ars tc
|aurc| |ts ret p|ase cl |cwt| arc epars|cr.
W|t| t|e st|cr uac||r cl ]cu| Ccpar]s
custce|s, s|a|e|c|ce|s, asscc|ates arc vercc|
pa|tre|s, ]cu| Ccpar] arc |ts araeert |s
ccrl|cert t|at t|e ]cu| Ccpar] w||| c l|c
st|ert|tcst|ert||rt|elutu|earcccrt|ruetcue
aajc|arcs|r|l|cartp|a]e||rt|el|e|ccl|rc|ar
cce|r|eta||.
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/QQuDO 5HSRUW 2010-11 | 133
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/QQuDO 5HSRUW 2010-11 | 131
/QQuDO 5HSRUW 2010-11 | 135

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Annual Report 2010-11 01

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