Shoppers Stop: The many ways of luring customers

Facebook may be facing flak over the scope of its growth, but Shoppers Stop is boasting about a gargantuan fan-base on its Facebook page.

The company’s annual report for the year 2011-12 devotes a section to the use of social media as a marketing tool.

Shoppers Stop is foremost among Indian retailers to effectively leverage on social media.

Using social media

Shoppers Stop first introduced its Facebook page in 2010, garnering 3.34 million fans since then.

It keeps up a steady stream of news and updates about store chains and discounts, and conducts interactive discussions.

It also undertakes promotion campaigns – such as its ‘Most Fashionable Profile Picture’ contest.

While Facebook is the most popular in its social media efforts, Shoppers Stop does use other avenues too, with a Twitter account and You Tube.

Advertisements and in-store promotional events feature prominently in You Tube content.

But Shoppers Stop remains among the most active retailers in direct customer interaction.

Gunning for loyalty

The company’s hugely successful First Citizen loyalty programme now numbers over 2.5 million, contributing about 70 per cent of sales. Thus, an effort to engage customers to draw them in with discounts and other promotions appears to be a good strategy.

Riding on the smart phone wave, the company has an application for First Citizen members. This application removes the necessity to carry and swipe the membership card each time spends are made at Shoppers Stop stores.

The company is also using Augmented Reality (AR), a technology that adds a real-world feel to computer-generated graphics.

Through this application, mobile users can set up a real-world environment in viewing store promotional activities – the company has even designed offers specifically for these AR users.

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