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Journal Articles | Canada | 2014
Spencer’s Retail Limited: Repositioning in a Changing Retail Environment

Author : Mahua Banerjee and Tridib Mazumdar

Publisher : Ivey Publishing

Publication Place : Canada

Publication year : 2014

ISBN :

 

“Spencer’s Retail Limited: Repositioning in a Changing Retail Environment” by Dr. Mohua Banerjee has been published by Ivey Publishing, which is a part of Ivey Business School at Western University, Canada. The case puts forth the evaluation of a whole new retail marketing strategy based on Spencer’s Retail Limited. To target the expanding segment of upwardly mobile and upper-income Indians, the pre-eminent organized retailer in India decided to introduce western-style hyper stores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyper store in a large urban centre. The case provides the test results, which include consumer reactions as well as impacts on store traffic and profit margins. The case is available on the Ivey Publishing website where faculty, publishers and corporations worldwide can purchase copies for use in their classrooms, textbooks and seminars.

Tridib Mazumdar, Mohua Banerjee
Product Number : 9B14A001
Publication Date : 03/26/2014
Revised Date : 03/31/2014 v
Length : 20 pages
Product Type : Case (Field)
Source : Ivey

To target the expanding segment of upwardly mobile and upper-income Indians, a pre-eminent organized retailer in India decided to introduce Western-style hyperstores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyperstore in a large urban centre. The key challenge was to increase the store’s traffic and profitability without jeopardizing its distinctive and high-quality upscale image. The case provides the test results, which include consumer reactions as well as impacts on store traffic and profit margins.

Learning Objective:

  • Create an overall store perception and shopping experience with the help of merchandising mix, in-store signage and other visuals.
  • Analyze the effects of a rebalanced merchandise mix on sales volume and margin.
  • Become sensitive to the issue of creating cross-category demand.
  • Recognize the dynamic nature of store positioning in an emerging market where shopper composition and shopper expectations are evolving.
  • See the linkages between store positioning and the expansion strategy to other socioeconomic segments or geographically to other states and metropolises.
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Mohua Banerjee
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