Shoppers Stop eyes 2 mn online users, 15% online sales by 2020

Fashion retailer Shoppers Stop is looking at doubling its mobile application downloads to 2 million and 15 per cent sales through its digital touch points by 2020, a senior executive said.
"We are following a four-pronged strategy to grow our business by enhancing the customer experience, offering a wider assortment, leveraging technology and focusing on innovation to meet our 2020 target of 15 per cent sales through digital touch points," Shoppers Stop Customer Care Associate and MD Govind Shrikhande told reporters here.
"Our mobile application, launched six months back, presently has over 9 lakh downloads and we are looking to double that by 2020," he added.

The retail company, which is celebrating its 25th year, presently offers 60 per cent of its products online and plans to increase it to 85 per cent in the next eight months, he further said.
At the same time, the company will open 2 more physical stores in the current fiscal and targets 100 stores over the next three to four years.
"We will continue our pace of store expansions and open 4-5 stores annually for the next few years," he said.

The other important factors, which is contributing to the business growth, are bigger assortment of choice and improved site mechanics for smoother navigation, he explained.

The company plans to increase the sales of its private brands including Fratini Woman, Haute Curry, Elliza Donatein, Life, Rocky Star and Desigual, among others from current 12 per cent to 25 per cent in three years.
It is also plans to extend its 'personal shopper' facility to all its 81 stores in the next six months, Shrikhande said.