Key Retail destinations in Hyderabad

SSL Begumpet

Reliance trends
Pantaloons Lifestyle SSL Inorbit SSL GVK Oasis -splash Westside Central Westside

Catchment of existing SSL stores Hyderabad

SSL -BGPT Inorbit

GVK

Understanding Catchment of SSL Cyberabad

Madinaguda

Nizampet KPHB Ph I TO XI

Nallagandla Resi Zone(under developmen t) HCU Gachibow li IT hub

Kondapur Madhapu r, Hitech city Gachibowli

Kavar i hills Jubile e hills

Srinagar

Inorbit Cyb
Khazaguda Manikonda Lanco hills

Shaikpet OU colony

Understanding catchment of Begumpet

Bowenpally Sikh Village Vikrampuri

Sanathnaga r

Shyamlal Bldg

Nehru nagar

Marredpall y

Balkampet
SR nagar

SSL BGPT

Begumpet

Sindhi Colony

Ameerpet

Kundanbag h Green lands

Understanding catchment of GVK

Aurora Colony Srinagar Nagarjuna hills Panjagutta

Dwarakapur i Somajiguda Banjara hills SSL GVK Erramanizil

Kharitabad Masab tank

Catchment Understanding to penetrate/ reach the target audience (Store Specific)

GVK Restaurants & Hotels Schools Begumpet Residential Schools Cyberabad Corporates Gated Communities and Townships

Corporates

Colleges

GVK: As the area is in close proximity to top Hotels, Restaurants, Fitness centres & Spas, we can look at having co-branded promotions and tie ups. We can put up collaterals in these places to help create Brand presence and awareness. Catchment comprises predominantly of premium business class audience.
Begumpet: Catchment comprises Residences, Schools and Colleges with predominantly mature audience with strong sense of loyalty. As a penetration strategy, we need to formulate catchment specific events/activities to constantly connect with the target audience. Cyberabad: Has scores of IT & ITES companies in close proximity which gives the store an enormous opportunity to leverage and position itself. We can focus on doing specific activities in these corporate campuses, which in turn will help the store in driving more traffic. Catchment comprises predominantly working population with dual-income households.

Building high recall value

Strategy for Catchment Penetration

(i) Restaurant & Hotels: Marketing Collaterals can be placed at Restaurants, Clubs, Spas, etc. Exciting tie-ups with Restaurants, Spas and Fitness centres. Co-branded Promotions with premium hotels. Shoppers Stop co-branding can be done on the Menu, Tariff Cards of the hotels.

(ii) Schools and Colleges: As a feel good factor, we can target school children and invite them to the store for events /activities customized with instant gratification to attract them. Communication of store promotions/events. Wardrobe Sponsorship for college events to promote exclusive label brands and to reach youth. (iii) Residential: To conduct feel good activities in residences (apartments/gated communities) during festivals and specific occasions. E.g.: Cookery Classes in association with Appliances brands and well-known restaurants. Activities like singing,dancing,drawing,kitty party in association with media(FM Radio/TV channels). As value added services, Make-over, fashion and Wardrobe consultation during marriage seasons. A complete bedroom, dining unit solutions to the upcoming apartments.(Leveraging Homestop).

(iv) Corporates: Free Makeovers at the office campuses in association with international cosmetic brands. Wardrobe Sponsorship for employees for campus events. First Citizen enrollment drive with tailored packages.

Strategy In-store/Mall - GVK

Mall to Store Conversion:
To increase the conversion towards Mall Walk-ins in a premium store like GVK, we need to focus on increasing the BTL Brands Visibility at the vantage sites/locations in the mall. BTL Brand Visibility in the Facade Windows.

Barter activities with multiplex and food joints.

Activities like make-overs, fragrance sampling, fashion shows ,etc. at Mall Atrium. Use of Geo-Fence Technology to create top-of-mind recall of Shoppers Stop.

Strategy In-store/Mall - Cyberabad

Mall to Store Conversion:
Increasing visibility of the store in the Mall through communications at vantage sites/locations. Activities like make-overs, fragrance sampling, fashion shows ,etc. at Mall Atrium. Barter deals with non-competition stores and food court. Cookery sessions in the food court in association with appliances brands and wellknown restaurants.

Strategy In-store - Begumpet

Cookery sessions in the food court in association with appliances brands and wellknown restaurants. Feel good activities to reach the target audience like conducting activities for kids, kitty parties for ladies. To drive the Walk-ins, we can looking at conducting special contest for the day during festivals or occasions. Identifying Group of exclusive label loyal Customers through Analytics and inviting them to experience the new season launches of the exclusive labels and solicit their feedback.

Leveraging on First Citizen database

 Need to create premium looking & exclusive golden glow cash counters to enhance the experience of the First Citizens. To improve the Tie-ups in sync with the avenues the First Citizens seek /aspire as part of their lifestyle. Customized communication to First Citizens based on their buying pattern. Reinstating the custom of wishing the First Citizens on their birthdays / Anniversaries.

Using the help of Analytics

To procure data from analytics with respect to category specific shopping pattern and utilize the same to communicate category specific promotions and events. To procure the data pertaining to top spenders and utilize the same to connect with them regularly. To obtain the data of customers who purchase only from specific categories & interact with them to understand the reason for not buying across other categories as well. Subsequently to take corrective steps to entice them to explore other categories.

Leveraging on local festivals to connect with the customers

 Rangoli & kite flying competition for Sankranti Dandiya competition for Dussera Diya & floral decoration competition for Diwali Carol singing, tree decoration competition for Christmas Delicacies cooking competition for corresponding festivals. Fashion shows based on festival themes/attires.

Make over and style camps in view of specific festivals

Gaining Market share

Progression from inception

Shoppers Stop opened its first store in Hyderabad in 1998 and was the only premium store in the city till 2000.

Subsequently , Westside, Lifestyle, Pantaloons, Central , made a foray into Hyderabad ,while SSL persisted with remained with one store existence for almost a decade.
The delay in expansion lead to loss of market share. Subsequently the opening of GVK (May09) and Cyberabad (Oct09) helped to regain the market share and most

importantly regain the status as a preferred shopping destination.

Exclusive presence of Shoppers Stop located in GMR Airport also helped in building the appeal of brand SSL.

Tacticals
To make Shoppers Stop brand/Category mix Portfolio strong. To strengthen categories like kids & leather by improving the brand/stock mix (competition is way ahead of us). To ensure quick-in-time replenishment, we need to have a Distribution Centre at Hyderabad. Biggest bottle neck is to get quality cashiers. We need to revise the scale and make it an exciting proposition so that ,we have chance to hire quality manpower to enrich the cashiering experience. ( Could be a major point of difference)

To introduce trail Room assistants and personal shoppers.

Thank You!