In a retail landscape driven by constant discounting, viral trends and pressure from e-commerce giants, Shoppers Stop CMO and Customer Care Associate Jiten Mahendra believes the real competitive edge lies not in noise, but in consistent, authentic value. Speaking in a wide-ranging conversation on the future of Indian retail, he outlined the challenges shaping high-street fashion and the brand’s strategy to remain relevant in an “always-on” consumer market.
Relevance, not virality, is the real KPI
Mahendra noted that the biggest marketing challenge is “the excitement of consistency” — the need to give customers a fresh reason to walk into stores every week. He dismissed share of voice as an overhyped metric, arguing instead that loyalty and frequency of engagement define long-term success. “Brands are not built on isolated stunts,” he said, emphasising that sustained interaction across online and offline channels determines true share of wallet.
Festive sales and brand equity go hand-in-hand
Amid rising competition from pure e-commerce players, Mahendra stressed that short-term sales and long-term equity are inseparable. He cited the ‘Gift of Love’ campaign, which avoided price-led promotions yet delivered strong sales and 40% new customer acquisition. “Value is not price—it is what you give at what cost,” he said, highlighting trust as the core driver of premium categories like watches and fragrances.
Hyperlocal e-commerce and data integration: the next battleground
Calling e-commerce “ripe for disruption”, Mahendra pointed to the rise of hyperlocal shopping. Shoppers Stop is investing in detailed Customer Lifecycle Management (CLM) to merge online and offline journeys, eliminating friction where customers buy different categories across channels. The brand’s personal shopper app uses loyalty data to curate conversations instantly, strengthening convenience and curation—two pillars he considers future growth drivers.
AI, influencers and the ‘Style Verse’ vision
AI already powers Shoppers Stop’s e-commerce shoots, loyalty communication and upcoming “segment of one” personalisation, where an AI Stylist will curate looks based on a customer’s history. On influencers, Mahendra prioritises micro-communities over mass reach to ensure authentic conversions.
At the cultural level, he fiercely protects the brand’s “Three E’s”—experience, engagement and exclusivity—ensuring every campaign reflects the retailer’s 34-year legacy.