Shopper's Stop Limited - Securities and Exchange Board of India

The store planning process begins approximately 2-3 months before planned handing over of the store
shell to us by the property developer / our landlord. Since every store may have a different geometry and
floor configuration, and also have a different space allocation for different departments and services, we
draw up an independent plan for each store.
Store Set Up / Projects
The Projects Team thereafter focuses on the project once the planning is completed. The Project function
encompasses project costing, tendering, material procurement, vendor selection, construction
management and vendor management.
Completing a store after receipt of the store shell typically takes between 3-4 months for fit out, wherein
usually no occupancy charge is paid.
The project supervision is done by professional project management companies appointed for each
project. We have extensively defined operating procedures for all our activities governing the entire
process as part of our SOPs.
Recruitment and Training
Our recruitment for any new store being opened begins 3 months before the store opening with only the
store head being recruited six months in advance.
Our employees go through a classroom training and orientation, and are subsequently trained at our
other existing stores. We conduct mock runs at the store before it is opened to the public.
Store Operations
Our stores are where we deliver to our customers the Shoppers’ Stop experience. Hence our store
operations are one of our most critical functions. Our processes are designed to ensure that each aspect
of the stores’ functioning adds up to delight the customer and reinforce the Shoppers’ Stop brand.
Each of our stores is headed by a Store Manager, reporting to the Area Controller who looks after a
group of stores. The Store Manager is responsible for the day to day operations of the store and is
assisted by a team comprising of retail as well as back office personnel.
The retail team is responsible for sales and consists of the CCAs responsible for serving the customer.
The back office team comprises of support functions such as administration, security and house keeping
and store level representatives of corporate functions such as human resource, marketing, visual
merchandising and accounts. The corporate functions executives report to both, the Unit Head as well as
the functional head at the Services / Corporate office to ensure perfect synchronization.
Store Processes
We have defined processes for all our functions for day-to-day operations, and to ensure consistency in
customer experience across our chain of stores. Functions such as security and house keeping which
are outsourced are also covered under the process manuals, with strict control to ensure that they are
rigorously followed.
This enables us to meet our Service Vision Statement ‘It’s Magical, It’s Comfortable, It’s My Store’. Our
CCAs follow our operational guidelines and help customers to shop in a non-intrusive manner.
Customer assistance
Our CCAs are regularly trained on product knowledge as well as selling and inter personal skills to
ensure that our customers are well serviced and have an unforgettable experience within the store. We
use in-store directories, size charts, signages and ticketing to make it easier for the customers to shop
and find their way about, in line with our philosophy of non-intrusive service in line with international
standards.
Cashiering, alterations and exchanges are critical service areas that we focus on to ensure that the time
taken with respect to each of these aspects helps us meet customer expectations.
Cashiers are trained and tested regularly on their speed to ensure quick checkout for the customer at the
same time ensuring that customers in the queue are well attended
Similarly, we provide alteration services on purchase free of cost.. We also permit our customers to
exchange the merchandise purchased at our stores, which they are not satisfied with.
We value customer feedback and view customers’ complaints as an opportunity to learn and build better
ties with our customers. We have a well-defined complaint management process and strive to respond to
all complaints within 72 hours of the complaint being received.
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