Case Name :      Spencer’s Retail Limited: Repositioning in a Changing Retail Environment

Authors :           Tridib Mazumdar, Mohua Banerjee

Source :             Ivey Publishing

Case ID :            W14060

Discipline :        Marketing

Case Length :    20 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

To target the expanding segment of upwardly mobile and upper-income Indians, a pre-eminent organized retailer in India decided to introduce Western-style hyperstores with high-end merchandising. The initial reactions of shoppers were positive, but soon the novelty wore off and store traffic declined. To counter the negative consumer responses, the retailer undertook a year-long test of a new repositioning strategy in its signature hyperstore in a large urban centre. The key challenge was to increase the store’s traffic and profitability without jeopardizing its distinctive and high-quality upscale image. The case provides the test results, which include consumer reactions as well as impacts on store traffic and profit margins.