Crossroad's Retailing Lessons



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;

Crossroad's Retailing Lessons| Case Study

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The 'Shoppertainment' Contd...

Harrods, situated on the Brompton Road in Knightsbridge, London, is the world's best known stores. Harrods was established as a family business by Charles Henry Harrod in 1849 after taking over a small shop in London at 8 Middle Queen's Buildings. Harrods started as a grocery store with the import and sale of tea as its mainstay. Later, it expanded into a wide range of goods including furniture, perfumery, chinaware and glass. By 1902, Harrods acquired much of the surrounding land, developing into a large department store with 80 departments and a staff of approximately 2000. By 1911, with the completion of the current building, Harrods had established itself as the world's most famous department store. In 1959 the entire Harrods Group was acquired by Scotland based company, the House of Fraser. In 1994, Mohamed Al Fayed, the then Chairman of Harrods, floated all 56 House of Fraser stores, excluding Harrods, on the London stock market. Once again, Harrods was an independent family owned business.

Macy's is a popular name in departmental store retailing in the USA. Macy's was started as R.H. Macy & Co. in New York in 1858. The company's landmark store, Macy's at Herald Square in New York, a part of Federated Department Store was started in 1902. Macy's product offerings were under various categories including household goods, women's wear, men's wear, jewelry, lingerie, cosmetics, and fragrances.

The shopping arcade of the mall, spread across 60,000sq.ft., offered 125 top Indian and international brands in fashion, jewelry, footwear, watches, etc. It also had an in-house department store, Pyramids, that offered about 150 brands. Pyramids was the biggest store in the mall, followed by Pallazzio, which had 80 brands of jewelry, watches, and other accessories. Other brands available in this arcade were Levi's, Lee Cooper, Adidas, Lacoste, Swarovski, Reebok, Nike and Benetton. Outlets of Indian designers like Rohit Bal, Ritu Beri, and JJ Valaya were also a part of this arcade. (Refer Table I).

The mall had a plethora of entertainment options at the Jammin', which covered three floors. It offered simulation games, bumper cars, pool tables and a ninepin bowling alley. The entrance of the mall had a spacious atrium with a video wall. One side of the atrium featured the works of the celebrated local cartoonist, Mario Miranda, flanked by a piano bar. On the other side, were the Jammin' and the Chinese restaurant China Garden.

The ground floor was completely devoted to food. The Food Court offered six types of cuisine including Indian, Lebanese, Chinese, Italian and others. McDonald's also had an outlet here. Crossroads had a rooftop car parking facility on the Teflon retractable3 roof (Asia's largest, outside of Japan), apart from the basement parking facility with a capacity of about 150 cars.

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3] Roll-on roofs. The roof can be rolled in and out depending on the requirement.