 |
|
|
SITUATION Shopper’s Stop is a leading Indian retailing group with 5 brands under its corporate umbrella. Ranging from fashion, apparel, books, music, food, electronics, and more, Shopper's Stop has a total of 27 stores, and is India’s largest department store. Furthermore, over a million people are members of its retail loyalty programs globally. After capturing a sizeable market share in major metropolitan areas, it became interested in penetrating smaller B- and C-class cities across the country. Notably, a considerable percentage of its Loyalty program members resided where it did not yet have a presence. Due to an underdeveloped technology infrastructure, aggressive competition, and an already stressed IT department, Shopper’s Stop began investigating e-commerce solution partners that could provide the same world class shopping experience online for which it is known, while ensuring a high-quality user experience, fast time-to-market, and low dependence on its IT staff. SOLUTION Novator assigned a dedicated team to work with Shopper’s Stop, thereby combining world-class global online retail experience with leading local Indian retail knowledge, and successfully launched www.shoppersstop.com in July of 2008. Customers from around the world were now able to shop online 24x7, and have merchandise delivered to over 150 cities across India. In addition to Novator’s 15 years of eRetail expertise and local presence, Shopper’s Stop selected Novator largely because of the strength, flexibility, and intuitiveness of its Virtual Retailer™ Platform. Beginning with its “Site Designer” module – allowing non-technologists to fully manage their entire e-commerce sites, leveraging advanced merchandising and promotional capability, to robust content and order management, and so on – Shopper’s Stop was able to manage its site through a single interface, without any technical knowledge or reliance on its IT team. Notably, Virtual Retailer's "Retail Data Model" foundation provides Shopper’s Stop with the ability to run and maintain multiple business units within the same system, all the while enabling management by multiple business users. This capability further empowers Shopper's Stop to expand other retail entities to the web, while keeping costs low and with minimal time-to-market. In addition to the Virtual Retailer platform, Novator also provided Shopper’s Stop with a dedicated team to help develop a strategy that would allow the retail giant to maintain and strengthen its long term partnership with its clients, and in turn, improve and grow their business over time. Based on their offline customer experience and brand-building approach, this strategy included implementations such as providing advice on merchandising and marketing, and the ability to host and monitor online sales. To further boost site and business performance, Shopper’s Stop utilizes web application services from Akamai, e-mail marketing from Yesmail, and the fully-integrated web analytics solution, SiteCatalyst, from Omniture. RESULTS As a result of the collaboration between Novator and Shopper's Stop,shoppersstop.com has been able to deliver a growing selection of products from the Shopper’s Stop department store, as well as specialty spin-off stores – such as Crossword and Mother Care – to the doorsteps of customers in 150 cities across India. And with exceptional conversation rates, repeat traffic growth, and ever-increasing revenue generation, shoppersstop.com has been recognized as a leading Indian ecommerce site. For the first time, residents in India’s smaller cities and towns can now purchase Lee’s jeans, CK, Crossword books, and countless other international and branded products, without having to travel to a major urban center. The webstore also gives its customers access to exclusive promotions, discounted items and the Shopper’s Stop loyalty program. Furthermore, the online store also caters to the vast community of Indians living abroad, allowing them to send gifts and food to relatives and friends with just the touch of a mouse. Media Contact: Lisa McGregor-Tarle Marketing Manager 416.260.5131 Ext. 304 |
