About Shoppers Stop
Shoppers Stop is a leading retail chain renowned for its diverse range of products and a strong presence in the fashion and lifestyle retail sector. Established in 1991, the company has become a prominent player in the Indian retail industry, providing customers with a one-stop shopping destination for clothing, accessories, beauty products, and home furnishings.
Shoppers Stop has steadily expanded its footprint across India, establishing a significant number of stores in various cities. The brand’s strategic presence in shopping malls and key retail hubs ensures accessibility for a wide range of consumers.
Definition, CRM Contribution: The contribution of the Shoppers Stop online platform’s CRM efforts to the entire Shoppers Stop revenue.
Corporate Social Responsibility (CSR):
Beyond its commercial endeavors, Shoppers Stop is involved in various corporate social responsibility initiatives, demonstrating a commitment to giving back to the community. These initiatives often focus on education, healthcare, and environmental sustainability.
In conclusion, Shoppers Stop stands as a prominent player in the Indian retail landscape, offering a diverse range of products, embracing digital transformation, and prioritizing customer satisfaction. With a blend of popular brands and private labels and a commitment to staying in tune with consumer preferences, Shoppers Stop continues to be a preferred choice for fashion and lifestyle enthusiasts in India.
Key Features Used:
- Journey Designer,
- Push notification,
- Emails,
- Segmentation,
- Catalog & Recommendation engine.
Shoppers Stop’s Objectives
What were Shoppers Stop’s objectives?
To ensure an omnichannel experience for their customers. They wanted their users to be able to interact with Shoppers Stop across different platforms – both online and offline.
What were they looking to solve with a marketing automation platform?
- Solving for a single view of the customer – leveraging CDP for personalization and communication.
- Bridging the gaps in the user’s journey through smart intervention, thereby reducing the drop-outs.
- Sending personalized communications based on user personas.
- Effective campaign management, scalability & reduced man-hours.
- Reducing overall CAC by increasing the revenue contribution of retention channels to the overall business.
Shoppers Stop’s Challenges In Driving The Objective
What problem statement was the team looking to solve with a marketing automation platform?
- Lack of clarity in the database: The team wanted a holistic view of known & unknown users, & user behavior & their reachability.
- Inefficient usage of man-hours & scalability.
- Inability to target users based on their various behaviors & personas.
- Lack of understanding of user behavior, with a need for cohort & funnel analysis.
What were the challenges the team faced in solving the objectives mentioned above?
- Poor push notification delivery.
- Multiple tools for multiple channels, hence lack of an omnichannel view for customers and inability to scale campaigns.
- Lack of segmentation, thereby, an inability to create affinity-based cohorts.
- Inability to enable relevant target & personalization.
Why Did Shoppers Stop Pick WebEngage?
WebEngage provided Shoppers Stop with the features they sought – namely, a Journey Designer, Push Amplification, Cohorts, Event & Funnel Analysis, and a Catalog & Recommendation engine – at the right price point.
The retail team was also considering multiple other options. However, WebEngage’s ease of use and the features mentioned above convinced the team to onboard WebEngage for their marketing automation needs.
Results?
The Way Forward for Shoppers Stop
What does the way forward look like for Shoppers Stop?
- On a product level, the team aims to leverage WebEngage’s recommendation engine to hyperpersonalize communication to its customers.
- The team also wants to reengage anonymous users & retarget dormant users by showing relevant ads/banners with web & app personalization.
- Marrying the customer’s offline behavioral data (understanding the customers’ personas) & WebEngage’s online event-based data to make targeting more relevant & personalized is their next goal.
- Moreover, the team aims to improve repeat rates by leveraging the under-utilized first-party database.
- On a company level, Shoppers Stop wishes to further improve CRM’s contribution by 25%.
We wish them all the best in their future endeavors and hope to collaborate with them on each of their initiatives.
