Crossroad's Retailing Lessons

Details

Themes: Retailing
Period : 1999-2000
Organization : Crossroads, Piramal Enterprises
Pub Date : 2001
Countries : India
Industry : Consumer Goods & Services

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Case Code : BSTR005
Case Length : 6 Pages
Price: Rs. 200;

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The 'Shoppertainment' Contd...

Crossroads was expected to begin a new era in Indian shopping. The mall attracted huge mobs during the initial stages of its opening. During weekdays, the mall saw about 30,000-40,000 people walk in, as against McKinsey's projection of 10,000. The number increased to 100,000 on weekends and holidays. Vineet Chadha, Director, Celebrations⁴ remarked, "I could see double-deckers empty out at the mall."

TABLE I
OUTLETS AND PRODUCTS AT CROSSROADS

OUTLETS	PRODUCTS
Pyramids department store	Household products
Fountainhead	Books
Celebrations	Greeting cards and gifts
JJ Valaya	Designer Wear
Ritu Beri
Rohit Bal
Pantaloons Lacoste' Levi's Planet Kids Lee Nike Reebok Adidas Benetton	Garments and Accessories
Pallazzio	Jewelry, Watches, and other Accessories
Groove Harmon Kardon	Music
JBL Baron Point	Consumer Electronics
Danabhai	Diamond Jewelry
Cartier	Watches
Mont Blanc	Pens
Swarovski	Crystals
Shyam Ahuja	Carpets and Dhurries
L'oreal	Cosmetics and Personal Care
Jammin'	Recreational games
McDonald's Food Court China Garden (Chinese) Biscoti (Italian) Café Ole	Food

At The Crossroads

With such huge crowds, the mall's infrastructure came under immense pressure. Escalator queues were long and aisles became crowded. Moreover, these huge crowds didn't comprise of the posh clientele that Crossroads had targeted. Regular customers started enquiring when the crowds would be low so that they could shop undisturbed. To tackle this problem, the management decided to restrict entry on weekends.

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4] The Indian franchisee of Hallmark Cards had a retail outlet at Crossroads.