Here come the show stopper’s!

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The B&W imagery has been instrumental in etching the leadership status and a niche player in the retail world that Shopper’s Stop enjoys

TV campaigns, print ads, billboards, direct mail, you name the media vehicle, and you’ll find that Shopper’s Stop had latched on to it to promote their recent change in brand identity. What’s more? The retail giant has spent an unbelievable Rs.200 million on just the logo change of Shopper’s Stop. So even the poly-bags that you carry with the goodies from Shopper’s Stop sport the new logo. The in-the face campaign has left many wondering what was the need to use such extravagant steps and that too for just a logo change. Well, what most of us don’t know is that the logo change is just a miniscule first step to the massive restructuring exercise that the retail group is planning. Surely in the months to come the Rs.10 billion Shopper’s Stop will ramp up its act and announce more promotional activities and ad campaigns.Shopper’s Stop started way back in 1991. However, lack of funds, which forced the company to adopt a black & white (B&W) logo, in fact did wonders to the retailers’ brand image. States Raj Nair, VP & ECD, Contract Advertising, “By using the B&W imagery we were in step with trends being employed in fashion advertising the world over. B&W imagery lends a high fashion quotient, sophisticated, cutting edge international imagery. The B&W execution has further helped the work stand out and embellished the cause.” The B&W logo was accepted well with the consumers and catapulted

Shopper’s Stop to the league of a niche player in the Indian retail sector. Plus the company’s presence in the metros added oodles of class to the brand. “In a business specially like ours, which deals with fashion & lifestyle, it becomes necessary that the ads convey how we (Shopper’s Stop) can make a customer look more elegant. At the same time its necessary to make people understand the stylish side of life,” explains Govind Shrikhande, CCA & CEO, Shopper’s Stop.Come 21st century and India Inc. was in the throes of a retail revolution. Players like Tatas (Westside), Biyanis (Pantaloon), et al, were ramping up their act and others like Lifestyle had also jumped on to the retail bandwagon, giving some serious competition to Shopper’s Stop.

So in 2006, Shopper’s Stop decided to chalk out some new re-structuring plans and changing its promotional activities. “We didn’t want to compromise with the brand image as we were for the premium fashionable ones. But we wanted to change our class of audience,” elaborates Shrikhande.

At this juncture, the focus of the company shifted to GenNext. The new campaign focused on a simple and gentle exhortation to make of the reader, which is, to ‘Start Something New’. “Given the lives we lead on a daily basis, which are so caught up in the daily humdrum routine, we very rarely take out time for ourselves. Films do a wonderful job of reminding people what life is really all about without any hard sell about merchandise available at Shopper’s Stop. In print we go a bit harder, where we actually use merchandise to make the statements such as ‘wear lingerie to conserve electricity’ but with an underlying wit that only a leader would display,” asserts Nair. Clearly, the retailer believes in following ritzy players like JC Penny, Marks & Spencer and its penchant for green & society matches the Bentonville Beast. And surely the B&W strategy will add oodles of colour to the shoppers experience.


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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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