Retail Case Study: Shopper's Stop- Employee Focus
Shoppers’ Stop was started by C.L. Raheja in 1991 when organized retailing was unheard of in India. The retailer’s main focus was on the customer and to the person who attended the customer- the employee. At Shoppers’ Stop, right from the CEO to the front-end sales person, everyone was called Customer Care Associate This helped in boosting the self-esteem of the employees. It had specialized induction programs to groom the recruits, especially the first timers. The program included classroom training on the basics of retail, store design, store space planning, visual merchandising, selling and cashiering. This was followed by two weeks ‘mentoring’ program. Under this program they were attached to a senior in the workplace. Finally, to give the new recruits the sense of belonging, their parents were invited to breakfast to get a feel of environment at Shoppers’ Stop. In 2002, Shoppers’ Stop realised that the customer care associates were not performing up to the mar...