Retail Formats - Hyper market, departmental store and super store HYPERCITY SHOPPERS STOP RELAINCE FRESH

1. RETAIL FORMATS
AND
RETAIL MIX
GROUP-1
124105-ANANT LODHA
124136-RIKIN DOSHI
114136- MISHAL GOLECHHA
124233- KRUPALI PATEL

2. Hypermarket
A hypermarket is a superstore combining a
supermarket and a department store.
The result is an expensive retail facility carrying a wide
range of products under one roof, including full
groceries lines and general merchandise.
They work on the concept of One-stop shopping
They have a huge layout and no frills strategy to entice
buyers.

4. Product Categories in Hyper
City
Hyper City has the following categories of goods:
Food & Grocery Health & Beauty
Home & Furniture Fashion
Electronics Toys
Sports Private Brands
Private Brands

5. In-House Brands
Food and Groceries
Everyday Fresh Basket
Waitrose Terzo
Home
Ebano
Avorio

6. Fashion
Joojoobs
CITY Style
River inc.
In-House Brands

18. Hyper City Discovery Card

20. Introduction
Department store are retailers that carry broad variety and deep assortment,
offer customer service and organize their stores into distinct department
displaying merchandise.
Shoppers Stop is an Indian department store chain promoted by the K Raheja
Corp Group (Chandru L Raheja Group), started in the year 1991 with its first
store in Andheri, Mumbai.
Shoppers Stop is one of the leading retail stores ad flagship business of
departmental store in India.
Shoppers Stop began by operating a chain of department stores under the name
“Shoppers’ Stop” in India. Shoppers Stop has 61 stores across the country.

21. Merchandising
Shoppers Stop retails a range of branded apparel and private label
under the following categories of apparel, footwear, fashion
jewellery, leather products, accessories and home products.
Shoppers Stop retails merchandise under its own labels, such as
STOP, Kashish, LIFE and Vettorio Fratini, Elliza Donatein,
Acropolis etc.
The company also licensees for Austin Reed (London), an
international brand.

26. Format
It is based on the Brick and mortar model.
The website retails all the products available at Shoppers Stop
stores, including apparel, cosmetics and accessories.
Shoppers Stop launched its e-store with delivery across major
cities in India in 2008 & they enter in the Brick & Click model.

27. Location
It is located in the prime location of the city
where young generation foot falls are more.
In Ahmedabad it is located in Alpha One
Mall, Vastrapur.
Majority times, they prefer to open store at
ground & first floor to attract more customers.

28. Layout & Design
Free flow layout
Store within a store
Every brand provided with separate area
Billing counter located at the center or back side
No stocking below knee level
Trial rooms at both corners

29. Promotion
First citizen card
The name "First Citizen" reflects our commitment to offering you the ultimate shopping
experience. As a First Citizen, your shopping experience becomes even more enjoyable with:
Reward Points for every time you shop at Shoppers Stop.
Exclusive benefits & privileges.
Exclusive offers ever so often.
Updates on what you can look forward to shop for at Shoppers Stop.
Gift Voucher
Shoppers Stop is not about shopping, it's an experience you feel. Likewise, Shoppers Stop Gift
Vouchers are not about gifting, they symbolise the joy of living!
Personal Gifting , Wish your loved ones on their special days with our Gift Vouchers.
Happy Anniversary, Happy Diwali, Happy Birthday or just congratulate them for their success

30. Pricing
Shoppers Stop follows Premium Pricing Strategy that includes selling of
High Quality Products at a High Price.
Shoppers stop caters to different segments of the consumers.
Human Resource
Every brand had at least one employee
rained and well dressed
Less work force as compared to size of the store.

31. Reliance Fresh

32. Introduction
The super market largely concentrate on selling food related
product and considerably smaller in size compared to hyper
market.
Their value proposition is different from the hyper market.
This super markets offers relatively less assortment but
focuses on product categories.
They focus on convenience and affordability rather on price.

33. Reliance Fresh
Type: Supermarket
Area: 2000-4000 sq. ft
Fresh and low price Groceries
Private label- own products
Contract farming
It is positioned as a pure play super market focusing on
categories like food, FMCG, home, consumer durables,
IT and wellness, with food accounting for the bulk of
the business.

34. Place
Usually located in small commercial complexes close to
3-4 residential areas
Observation: close to cross roads (ex: near anjali cross
road)
Enjoy a clear view from the road
Almost in all major areas : Vastrapur, Maninagar,
Shahibaug, thaltej etc.

35. Product Range
Product Mix consists of Fresh Fruits, Vegetables, Dairy products,
Frozen items, Groceries, cosmetics, and daily use products
House hold items
Groceries- only private label
Food and beverages- all premiere brand and private label
Less assortment but focus on specific product categories like
vegetables, dairy products, detergents, fruits and daily use items
Strictly vegetarian
Ready to eat items

36. Presentation
The pure foods convenience store model of Reliance Fresh
requires far less space than a full-fledges supermarket
Most of these outlets are about 2000-5000 sq. ft.
Simple, colorful but cramped
Separate entry and exit point
Chocolates and other kids items were nearby cash counter
Vegetables and fruits items were in display near entry gate

37. Promotion
Main idea- make bulk purchase
Saturday and Sunday are considered as discount and scheme day
Rebates and Premiums focusing on bill value
Audio visual tools been employed
Reliance fresh membership card- Reliance One

38. Pricing
Low prized private labels
Discount on bulk buying
Measures taken to reduce the length of Supply Chain
thereby purchase directly from farmers, which is in turn
sent to distribution center
Two times supply of vegetable and fruits daily to ensure
“fresh”

39. Private Labels
Reliance fresh’s shelves provide an indication that the group
is looking for higher margins. Most of the staples are under
its own private label brand
Very little space given to the big brand owners in the
country
Less space: Nestle Maggi, MTR masala, Pepsi, Lay’s Chips
Reason is high margins
Private labels offer far better profit margin to the retailer
than branded products of FMCG companies

40. Personnel
They have two shift staff for small stores and three shift
staff for larger ones
5 to 6 sales persons per shift
Staff uniform: red, green and blue
1 week training given to staff
Amiable staff but poorly informed

41. Hyper Market
Advantages
oStocks and sells enlarge number of FMCG
oDifferent brand of merchandise available
oFamily store
Disadvantages
oHuge capital investment and place required for operations
oLack of personal attention
oResemblance of warehouse rather than store

42. Super Market
Advantages
Located near residential area
Wider variety of goods
Proper personal attention to customers
More attractive look wise
Disadvantages
Costlier product than a hyper market
Less choice availability to consumer
Lack of skillful staff

43. Thank You