Shoppers Stop aims high (15 pc) for Digital-side revenue

MUMBAI, INDIA: Shoppers Stop has announced its tie-up with hybris software, an SAP company and a growing commerce platform provider. This liaison, as explained, will enable Shoppers Stop to provide a seamless and unified shopping experience to customers across its multiple channels i.e. Physical stores, Web, Social, TV and Marketplaces.

It wants to strengthen its omni-channel play and over the next three years, it will extend its omni-channel strategy to its group companies HomeStop, Hypercity and Crossword. By 2020, the Company targets to achieve 15 per cent revenue through digital-touch points.

Shoppers Stop will leverage the hybris commerce platform and its data management technology which is said to have a successful track-record in providing omni-channel solutions to the world’s leading retail organizations. BORN will be the system integration partner for the SAP hybris setup.

hybris, as the announcement further tells, will enable Shoppers Stop to deliver a real-time, impactful, and relevant customer experience across every touch point, channel and device. In essence, hybris software will enable Shoppers Stop to have a single view of the customer by linking multiple identifiers (Mobile number, First Citizen number, Facebook, email, etc.) to one single identity. Conversely, hybris technology will allow shoppers to have one-view of the Shoppers Stop brand experience across multiple channels and devices.

Govind Shrikhande, Customer Care Associate & Managing Director, Shoppers Stop Ltd. said, “Amongst the top global retailers, 9 out of 10 are brick & mortar players who have evolved into omni-channel entities. In India, Shoppers Stop was one of the first department stores to launch a multi-channel play through our e-store www.shoppersstop.com. Now, we are embarking on our omni-channel journey by linking our multiple channels to give customers a unified brand experience. We are proud to partner with SAP in our omni-channel journey and look forward to their support in establishing ourselves as India’s leading omni-channel retailer. We plan to invest approximately 60 crores in our omni-channel efforts.”

He further added, “Through the hybris technology, Shoppers Stop will have a one-view of customer, one-view of order and one-view of inventory. This will allow us to provide our customers with a contextual, targeted, personalized and integrated shopping experience. As part of the roadmap ahead, we will introduce new features such as ‘Click & Collect’, ‘Ship from Store’, ‘Endless Aisles, and much more.”

Vinay Bhatia, Customer Care Associate & Executive Vice-President, Marketing, Loyalty & Analytics, Shoppers Stop Ltd. said, “We have a hugely successful First Citizen loyalty programme of more than 3.7 million customers. We also have one of the largest Facebook fan bases among retailers in India. We have a huge repository of data which we will leverage to personalize our customers’ shopping journey across channels. Shoppers Stop aims to redefine its signature shopping experience by introducing features such as Access Anywhere, Buy Anytime, Pay Anyhow, Deliver Everywhere and Return At Your Convenience.