The Brief

To deliver new brand experiences within Shoppers Stop department stores through the design, manufacture and installation of their lounge and promotion display areas in prime stores across India.

These include dedicated and targeted concepts, such as the ‘Personal Shopper Lounge’, the ‘Show Stopper Zone’ and the ‘Suits & Jackets Zone”.

Shoppers Stop is one of the largest department store chains in India, selling international and national brands for clothing & accessories, cosmetics & fragrances, as well as home décor and furnishings.

Personal Shopper Lounge

In 2019 Shoppers Stop undertook a repositioning exercise to help promote their instore premium offer ‘Personal Lounge’ to their First Citizen customers.

A key element of the repositioning was to make their premium personal shopper experience more prominent and engaging within stores.

We helped to redesign and rebrand their existing lounges, creating a more sophisticated ‘Personal Shopper Lounge’ with new finishes, decorative elements, new furnishings, wallpaper and floor finishing, as well as amenities for guests.

 

Show Stopper Zones - enhancing the customer experience

With a clear brief to create an elegant premium retail experience, our aim was to redevelop the existing space in order to attract, engage and convert more customers.

Drawing on their design principles, we developed new layouts and introduced new signage, wall graphics, lighting and furniture.

The signature black and white colour palette of Shoppers Stop was retained, introducing a variety of textures and finishes to create the premium experience:

  • False ceiling with black mirror finish and a grid of LED lighting
  • LED video wall
  • Dark oak flooring to distinguish the zone from the rest of the retail space
  • Neutral fixtures for merchandising so as to accommodate any genre of clothing as per the theme
  • Elegant wooden furniture combined with black gloss
  • Dedicated ramp for the mannequin clusters with high gloss black finish and LED lighting

This concept has been successfully executed across several large stores in four metro cities.

It provides an opportunity for brands to showcase their new lines and promotions at the very entrance of the store, improving their visibility and increasing sales.

With different size spaces available for the Show Stopper Zone in each of the six stores, we delivered a pilot store first.

This provided us with a blueprint for detailed space planning which allowed for customised solutions within each store.

Once the design had been signed off, we were responsible for both the manufacture and installation.

Detailed project management ensured that the right resources were in place, shopping mall permits were successfully acquired and the installation team could work efficiently.

To keep disruption to a minimum, we cordonned off the zones, using professionally branded boarding that included a teaser about the upcoming changes.

All installation work was carried out over the weekend.

Suits & Jackets Zone

The creation of bespoke lounges at specified points has helped to improve brand experience within stores. Targeting professionals who are purchasing more formal wear, these spaces have provided the opportunity for customers to relax, sit and discuss options with the sales staff before investing in more expensive ticket items.

 

Fitting room concepts

A revamp of fitting rooms is designed to provide a more pleasant experience for customers. We are enhancing the fitting room experience by adding:

  • Customisable lighting settings for different categories
  • Richer textures and materials
  • Attractive finishes

 

Customer service desks

In keeping with other instore improvements, we are developing a refreshed look and feel for the customer service area.

Used when returning or exchanging items or for redemption of promotions, this area of the store is important for reminding customers of the level of service they receive at Shoppers Stop, and helping to improve loyalty.

 

shoppers stop indiashoppers stop india retail

The promo area has turned out to be a real 'SHOW STOPPER', exactly what we wanted. Our customers and staff are very happy with the work. Good Start team.

Pawan Nagarwal, Vice President, VM, Shoppers Stop