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
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.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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