``The objective of Shoppers' Stop right from the beginning was to deliver the ultimate experience. It was clear about its aim: to stage such experiences that customers would want to come back just for the fun of being in Shoppers' Stop,'' says B S Nagesh, CEO, Shoppers' Stop. The store was the first to sell the value of shopping as entertainment.

In the seven years since its inception, Shoppers' Stop has triggered off a retailing revolution of sorts. The store, which houses premium lifestyle apparel and accessories, has also become the most happening place in town. From being a location store to a destination store to a landmark store, Shoppers' Stop has transformed non-shopping areas in Mumbai, Bangalore and Hyderabad intoattractive shopping destinations, and is all set to storm Delhi and Jaipur in the coming weeks, Nagesh says. The store goes beyond the mere selling of merchandise. Events and promotions are what keep a customer's interest alive, and the events at Shoppers'Stop are varied and interesting, says Nagesh. ``Shoppers' Stop is today India's largest retail organisation both in terms of size and turnover and has become the benchmark for the Indian retail industry,'' he says.

Carrying the enviable reputation of pioneering the retail revolution in India, Shopper's Stop has always stood out as a model store by ``providing the consumer with a unique shopping experience.'' It is probably the only shopping establishment in the country that is open to customers all days of the year, adds Nagesh.

``The store offers a complete range of garments and accessories for the entire family. The store is complete not just in terms of range, but also in the variety offered within each specific category,'' he says.

This yearShoppers' Stop is adding two more stores. In its' first venture into the North, Shoppers' Stop will launch stores in Delhi and Jaipur in October 1999 and September 1999, respectively. The retail area of Shoppers' Stop Delhi is 40,000 sq ft while that of Jaipur is 16,000 sq ft``Typically, around Rs 15 crore is required to set up a store with a retail area of 66,000 sq ft, (for example, the size of the Hyderabad Shoppers' Stop or twice the size of the Mumbai store). This would include the property on lease, renovation costs and working capital,'' says Nagesh.

Every new store opening is planned with major marketing launch activities, mass media, advertisements, events and other launch activities. ``As this is our first venture in the North, we definitely have major launch plans for the opening of the stores,'' he says. In response to the customer feedback, Shoppers' Stop is planning to expand into other cities over the next five years and is likely to open between 10 to 15 more stores in metros and minimetros. It will open stores in cities like Pune and Chennai besides adding more stores in Bombay and New Delhi.

Shoppers' Stop wants to expand the market by taking the concept to smaller towns in the next three years. During 1998-99, the company recorded sales worth Rs 130 core. With the launch of Shoppers' Stop Delhi and Jaipur, the company projects sales worth Rs 240 crore for the next fiscal. Plans are to touch Rs 1,000 crore by 2004, with stores in 12 locations, says Nagesh.