PR at shoppers stop

vikram chawla

Vikram Chawla
Lets undertand the pr strategy employed by shoppers stop:

The PR department in shoppers stop has basically three works to perform:

Marketing
Creating Communication
Creating Corporate Identity.


Shoppers stop mostly does its marketing by outsourcing to a PR agency named “PERFECT RELATIONS”. They launched an ad campaign ‘If it’s on your mind, it’s on our shelves’. It was created by Rajiv Sabni of Perfect Relations. The idea was of doing entire shopping under one roof was inspired by the fact that there are over 250 brands at the store. ‘If its on your mind its on our shelves’ is an attempt to capture the way a shopper's mind works.

Shopping in a department store is a completely different experience from shopping for groceries. We don't think too much about rice or beans or bread. But the minute we consider buying any lifestyle product, we tend to relate it back to our life i.e whether the product fits in or not, why do we want to buy it and whom do we want to buy it for. Thus more or less their main target is not to sell to the customer but to help them buy.’


Press, radio and outdoor are the media vehicles used for the campaign with the press campaign targeting the cities in which the stores are located. The outdoor and radio creative are used to bolster the main press campaign. A radio interactive program which involved a radio jockey asking shoppers “What’s on your mind?” got an overwhelming response.

There are various forms of media available, according to the type of campaign and need shoppers stop selects the media. There has been great research done upon this to understand the effectiveness of these channels that shopper’s stop use to communicate. The effectiveness varies from state to state. These are the media channels that shoppers stop generally uses to communicate with their external public.

Press Release.
Feature articles.
Marketing Brochures.
Annual Report Production.
One-To-One Press Contact.
Company News Letter.
Corporate Hospitality.
 
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