Shoppers Stop has come up with new campaign to celebrate the festive season with Wardrobe Refresh. The idea behind the campaign was seeded in to break away from the routine every day and to bring back the joy of dressing up while leveraging on the customer sentiment during the festive season, explains Uma Talreja, customer care associate, chief of marketing and customer officer, Shoppers Stop Ltd.
The TVC for the campaign has been conceptualized by Shoppers Stop’s advertising agency Contract.
“The Wardrobe Refresh campaign represents everything that Shoppers’ Stop stands for, while also bringing in an element of newness to our communication. The film is aspirational and tempts consumers to refresh and revamp their closet,” she says.
Currently, 75 per cent of Shoppers’ Stop revenue comes from the loyalty base, the First Citizen customers. “One of the missing audiences in
Shoppers’ Stop today, considering the brand mix that we already offer is the youth. Hence, the campaign is really talking about how you can refresh your wardrobe in time for the festive season, but is also youthful in its appeal,” she maintains.
The campaign, she says, talks to people who are fashion forward as the campaign unveils the new season collection across varied categories in an attempt to inspire the youth with latest trends and offers from over 150+ brands, under one roof.
For the overall festive period, which started with Durga Puja campaign, followed by Wardrobe Refresh, Shoppers’ Stop will be spending about Rs 13 to 15 crore between marketing, digital and e-commerce spends, Uma says.
The brand claims to have a strong omni-presence across offline and online retailing. “We are focused on delivering an end-to-end seamless online-to-offline experience for our customer,” Uma maintains. Currently, Shoppers’ Stop has a footprint of 83 stores spread across 38 cities in the country and operates 13 HomeStop and 104 specialty beauty stores along with its subsidiary Crossword Bookstores in more than 4.39 mn sq. ft. area in the country.
“We plan to add 4-5 new department stores of which 2-3 will open in new cities and add 12-15 beauty stores this fiscal year,” Uma adds.