Shopper’s Stop stops to do something new

Having started with a black and white logo due to a fax error and lack of funds, Shopper’s Stop now changes the logo, but retains the colour error

Shopper’s Stop has looked around and taken a turn. It no longer asks you to think beyond, but tells you to go ahead and “start something new”. This is the tagline that the brand has now adopted. Started in 1991, the fashion and lifestyle family store has also changed its logo.

The logo change is to emphasise that the positioning of the brand has been upgraded to a “bridge to luxury” store. The initiation of this change happened about three years back. Extensive research through Shopper’s Stop customer satisfaction surveys and brand track surveys, which checked how the brand was moving, has been responsible for the move.

“We realised that our customers were getting younger and more unpredictable. When we thought that they wouldn’t buy a certain product, they surprised us by doing just that,” says BS Nagesh, customer care associate and managing director. The brand understood that though more and more customers in the age bracket of 18-25 years frequented Shopper’s Stop, they didn’t really associate with the brand.

The new logo, which is contemporary, has been designed by Ray + Keshavan. The campaign includes seven commercials, a press campaign and outdoor. The creatives have been created by Contract Advertising. The agency is also responsible for the new tagline, ‘Start something new’.

Massive changes have been carried out to build up the new identity of Shopper’s Stop. Trial rooms have been fitted with day and night lighting options – this is a first of its kind innovation in Indian retail. Exclusive Shopper’s Stop radio will now air different music with radio jockeys on board; the radio association is with Blue Frog, a sound lab and production house. The brand has initiated an environment friendly initiative called Think Green. It has planted 500 and more neem trees for now. With every purchase, the customer is given a sachet of neem seeds to plant.

An anthem for the staffers of Shopper’s Stop has been penned by renowned lyricist Gulzar, and this anthem will play across all outlets in the country every morning. Uniforms, too, have been changed to portray a much more contemporary look.