Employee Focus in Shoppers' Stop

            


Details

Case Code : CLSM039
Publication date : 2005
Subject : Services Marketing
Industry : Retailing
Length : 04 Pages
Price : Rs. 100

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Key words:

Shoppers' Stop, Employee, Training, Motivation, Customer Care, Attrition, Retailing, Customer, Satisfaction

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.


 


Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

This caselet starts with a description of the induction training program of Shoppers' Stop which is focused on gearing the new recruits towards customer satisfaction. It gives an insight into various training and motivation initiatives taken by the retail chain. It also discusses the innovative performance assessment method adopted by Shoppers' Stop.

Issues:

  » Importance of training employees in a retail set up.
  » Role of motivation in improving customer service.
  » Performance appraisals in retailing.

Introduction

Shoppers' Stop was started by C.L. Raheja in 1991 when organized retailing was unheard of in India. Since then, this form of organized retailing has grown from just Rs 50 bn in 1999 to an estimated Rs 300 bn in 2004, making it the fastest-growing industry in the country.

By December 2004, Shoppers' Stop was the leading player in the Indian retail sector with 16 stores (across India), with a total retail space of 725,000 sq ft. Shoppers' Stop had 2,100 employees in 2004, up from 1,150 in 2003. The retailers' main focus was on the customer and the person who attended to the customer - the employee.

In their bid to delight customers, every retail player, namely Westside, Lifestyle, and Shoppers’ Stop continually emphasized training employees through various programs...

Questions for Discussion:

1. Retailing is a very competitive industry, where customer satisfaction is the key to success. How has Shoppers' Stop met this objective through its employees?

2. Retaining employee morale has contributed a lot to the success of Shoppers' Stop. How much of the company's turnaround can be attributed to human resource management?


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