“Change is essential. Our consumers are changing, their preferences are constantly evolving. They are getting younger. And so, we have to change along with them.” — B S Nagesh, Customer Care Associate & Managing Director, Shoppers’ Stop.
After 17 years of existence K Raheja owned and B. S. Nagesh managed India’s largest department stores retail chain Shoppers’ Stop has decided to spend Rs. 20 crore ($5 million) on image makeover.
In a major revamping exercise, it has changed its logo, baseline, uniforms, shopping bags, and looks, among others, though, it will not change its black and white colours. Explaining rationale behind retaining colours, Govind Shrikhande, CCA & Chief Executive Officer, Shoppers’ Stop, said, “It is more classical, rich and authoritative, something Shoppers’ customers connect with. Black and white gives us a strong brand recall value.”
“The simple but classic new logo without the old elliptic ring, which has an international look and a timeless appeal, carrying the new baseline ‘Start something new’ prods customers into taking a step ahead to upgrade themselves to the next level in life.
“The change in the identity is just the beginning of a wave of strategic movements which is being made in people, people practices, introduction of new ways of shopping, technology investment in CRM and analytics,” said B S Nagesh, Customer Care Associate & Managing Director, Shoppers’ Stop.
Identity change will also be accompanied by a new range of recyclable shopping bags that are based on ‘fashion through ages’ theme, and new look stores with ‘in-store radio’ and ‘trial rooms’ with day and night lighting options.
Also to be introduced along with is an anthem written by Gulzar and sung by Sonu Nigam for recitation of its employees. Also, on the cards is a broadcasting station that will air fashion content and music across the stores.
Shoppers’ Stop, currently operating 24 stores and occupying 1.6 million sq ft of space, is looking at scaling up the number of stores to 50, within the next three to five years. Around 10 of these stores are likely to come up during this year.
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6 responses so far ↓
ANIRUDH // Apr 24, 2008 at 10:30 am
Your content is prompt, crisp and very factual. No opinions just facts. Brilliant ! Keep it up. This is now my daily place for retail news.
Pranav Agrawal // Apr 25, 2008 at 8:28 pm
Its good to make change as it will re-establish the brand in the mind of the people. It will also motivate employees of shoppers stop to increase their energy in their work…. its well said that “If you want to Grow you have to Change”
Thapas Joseph // May 3, 2008 at 2:32 pm
I don’t know about this change of identity. This should have been done last year. The shoppers’ stop brand survives, in my opinion (sorry for being opinionated) due to a major ‘first mover advantage’ that it had years back, when the retail scene in India was still young. Is there any clear cut ’sales objective’ behind this change? I wonder!
I don’t get the ‘international look’ either. What makes a logo to have an international look? Serif fonts? Text on solid color? Several brands are doing away with monograms and symbols and sticking to text like CEAT, Reebok etc… But there are some smarter brands like LIC that retained the symbol and brought out the text to be impactful. The new logo of LIC has a new color scheme and has the words LIC in the same size as the symbol.
I associate this new logo with a Versace, Gucci, Chanel etc… Now I’m not too sure if this is a good thing or a bad thing. What is the ‘experience’ that Shoppers’ Stop is trying to put forward? Fun shopping? Haute Couture?
I kind of liked the previous logo. It is unique, impactful and brought out the ‘experience’. But I admit, this is just a personal opinion. In fact, the brand building followed in the retail sector is different from that done by manufacturers’ brands.
I am curious what the marketing experts behind the change were thinking.
kapil saihgal // May 8, 2008 at 3:20 pm
This is a very good move by shoppers stop as it will completely revolutionise the shopping habit of consumer and will also attract new range of customer
Juhu Shopper // May 30, 2008 at 3:49 pm
How bland! How indistinct!
Change IS good; however, failing to recognise the true value of what has become a unique Indian Trademark is reckless, to say the least.
Why sacrifice 16 years of organically developed Brand Awareness to lower oneself to the churning hoards of pseudo-stylish, instantly forgettable Euro-Brands? Only after 16 years, the Shoppers Stop “Donut” logo is internationally recognised, - name another such Internationally identifiable Indian Retail Logo?
A glaring mistake, I feel - I predict a U-turn!
K // Jun 3, 2008 at 7:22 am
Explaining rationale for brand makeover, B S Nagesh, CEO of Shoppers’ Stop has told media that, “We always wanted ourselves to be in the age group of 30-years, but we have to ensure that we are able to relate to the 18 as well as 45. So, our group is 25-45 and we welcome 18-25. We found that they are emotionally connected. They like us but when it comes to association, they feel that this is a place where their parents go, which is 30-35 years. If this is happening today, what would happen after 10 years? So, it was important to start looking at bringing down the average age of the customers.”
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