The company will implement its omni-channel strategy in three phases, Govind Shrikhande, Managing Director of Shoppers Stop, told PTI on the sidelines of a conference here.
"In total, we will invest Rs 60 crore over the next three years," he added.
In the first phase, the company will focus on its departmental store format, Shoppers Stop, and will strengthen the online presence, offering better navigation and superior assortment, by the end of December.
"By September next year, we expect our operations of the physical stores and the online stores to be seamlessly integrated," Shrikhande added.
The company is targeting up to 10 per cent of its sales to come from online in the next three years, he said.
"Currently, online sales account for under 1 per cent of our sales. However, going forward, Shoppers Stop will open fewer physical stores to reorganise its operations, and given that given that there aren't many places on offer."
"However, in the next three years, we are likely to see only 18 new stores. So the speed at which we will add physical stores is reducing," Shrikhande said.
Shoppers Stop, which has 72 stores operational currently, will have about 90 outlets in the next three years across the country, and "omni-channel will give Shoppers Stop access to 8,000 pin codes across India," he said.
In all other formats, the company will open about 5-8 stores a year, he indicated.
"So, across all formats we will open 10-12 store every year, while earlier the speed was 15-16 stores a year. This is because there are not that many places on offer," he said.