MUMBAI: Retail company Shoppers’ Stop has unveiled its new brand campaign with a series of monochrome print and outdoor executions.

The company claims that the campaign takes the brand’s distinctive, signature black and white look to the next level. It also sports the brand’s new tag line Shopping. And Beyond. This is an evolution of the earlier tag line Feel the experience. While you shop.

The company adds that the move marks the beginning of an image makeover for the brand, without moving away from the core brand ethos. Shoppers’ Stop now aims at redefining the shopping experience by injecting it with a dynamic fashion quotient. The new communication aims at driving home the fact that Shoppers’ Stop is the ‘one-stop’ shop that constantly innovates to cater to the evolving needs of the present day consumer.

 
 
Shopper’s Stop MD and CEO B.S. Nagesh says, “Shoppers’ Stop as a brand has always been about experience. However, time has seen the entry of many other players who also offer experience. Be it a mall, a multiplex, a bookstore or a coffee café, even fine dining experiences. In such a scenario it is essential to constantly innovate and redefine ourselves so as to stay relevant to our constantly evolving customers.
“Shoppers’ Stop was born in an era where retail in India was largely unorganized and hence the consumer looked for reliability, safety, comfort, range within a basic one stop shop format. Simply put, that was a time when people were still just 'buying' things they needed, as opposed to ‘shopping’. The out of the home lifestyle experience was pioneered by Shoppers’ Stop in India, heralding a shift from ‘buying’ to ‘shopping’.

"At such a time the promise of a lazy, luxurious shopping experience was considered a value add. Today however consumer needs have evolved. People have time to spend. And they have money to spend. Increased exposure to international retail brands has also led to a stage where features like safety, range, one stop shop and ambience are now taken for granted.

"What our consumer now looks for is constant innovation be it in fashion or experience. He looks for an experience that is at par with what any international brand can offer”

 
 
Contract Advertising VP and creative head - Mumbai Raj Nair said, “The foremost objective of the campaign was to make Shoppers’ Stop a fashionable, highly desirable consideration in the eyes of today’s shopper. If you ask yourself the question, what is it you look for as a shopper? Are you just looking for a shirt? Or a dress? Or a bottle of perfume? Or a pair of shoes? Is it just an item you pick off the shelf? The insightful truth is, you buy into an attitude. Something that serves a larger purpose.

"For instance, a suit that helps you create an extremely favourable impression. Or a dress that gives you a sense of control. Hence the new tagline -Shopping. And beyond. And when you add the non shopping experiences such as a coffee shop, a book store, a play pen for kids, a hair salon, a First Citizens lounge, then the tagline assumes an even larger significance.

"We took this emotion and imbibed it with panache and an extremely fashionable core. Of course, the use of black and white serves to further highlight the high style quotient, the premium stand-out-ness and the leadership status of the brand.”

Shoppers’ Stop launched the moods campaign in 2002 which aimed at capturing different needs of the customers for different occasions. Their campaign in 2003 positioned Shoppers’ Stop as the one stop shop with a wide range and depth.