|

 





2 Anuradha Hunnur PGDM100114

2 Diksha Nangia PGDM100121
2 Sonam Banthia PGDM100131
 x


2 xn xndia, shopping for books has always been
thought of as a book-lover's hobby. The traditional
bookstores, with their dreary, dusty and browser-
unfriendly atmosphere, have discouraged all but the
serious book-buyers.
2 While we do crossword puzzles for fun, they are
also a learning experience. The name |


was therefore chosen to reflect the dual fun and
learning experience of a visit to Crossword Book
Store.
 O
  
2 è. Sriram, the CEO of Crossword found a backer for
the concept in Publishers xndia Book House.
2 Gave him the required seed capital and more
importantly the real estate in the form of their
vacant first floor office space in Mumbai at
Mahalaxmi.
2 The store was launched on August 15 in 1992.
    
x 


M   

 



2 The property was not 2 xt was on the same street
that housed iconic Mumbai
on the ground floor stores like Amarsons and
2 Not easily accessible Benzer and hence likely to
attract upmarket shoppers.
2 No parking space
2 xt was decided that
2 ǮUǯ shaped space with consumers would be
many pillars. treated to a unique
shopping experience in a
shop that was trendy and
hip.
 O
 
  
2 Positioned as a lifele


e

xt has been able to change this by :

2 Designing large, spacious, well laid out stores, with
bright cheerful interiors that encourage people to stay
and browse.
2 Simple innovations such as methodical classifications,
clear signage, a dedicated enquiry /orders desk,
electronic inventory control systems and attractive
displays made looking for books a much more
pleasurable experience.
2 A welcoming café, reading tables and chairs within the
store, ensured that customers were able to browse in
comfort for several hours without having to leave.
 

2 Wide range of books for the young & old alike
2 Magazines
2 CD-èOM
2 Music
2 Stationery
2 Toys
 x 

 O



With other avenues like television and gaming
fighting for the childǯs attention, there was a feeling
among mothers that reading had got compromised.
2 Dedicated sections for children- a concept that was
unheard of in the bookstores that were around.
* That risk paid off, with children contributing about
35 per cent of sales and 25 per cent of the volumes.
2 xntroduced the concept of book reading sessions for
kids.
* As a result today the kids section has grown bigger
and better.
2 Aept the childrenǯs section at the farther end of the
store.
* Hence parents accompanying children ended up
viewing the entire range of offerings.
2 The first bookstore to have seating spaces where
customers could actually sit and read an entire book
with no questions asked Ȅ a welcome break from the
surreptitious reading at bookstores that customers
were used to.
2 Set up a coffee store within the outlet to ensure that
customers spent more time.
* The cafe which was self managed earlier has now been
outsourced to Barista.
2 On the customerǯs bill, it offered a term:
ǮBooks once sold Wx be taken backǯ .
2 ǮCrossword recommendsǯ section-
consumers could buy the book and avail of a refund if
they did not like the book, no questions asked.
2 xnteractive sessions with renowned authors have
become a commonplace inside the store.
 †

 
2 Daily e-Words
2 Monthly e-newsletter
2 Free home delivery
2 Dial-a-book
2 Fax-a-book
2 Email-a-book
2 Flexible gift vouchers
2 Thriving loyalty program (Discounts, promotional offers)

All this summed up in creating a brand experience that could

be solely associated with the brand.
 |





  

2 A point of cultural and social interaction.
2 Authors and poets hold court.
2 People gravitate to be informed & entertained .
2 èegular readings, discussions and debates on varied
subjects from literature and art to war
and peace, business and management, travel, etc.
2 Promotional events include Pictionary contests,
quizzes & slide shows.
2 Numerous writers who have visited the store -
Arundhati èoy, Vikram Chandra, Shashi Tharoor,
Shobhaa De.
 |




2 aunched in 1998
2 èecognises and rewards the best of xndian writing :
cash prize of ès. 200,000.
2 Added a new categories for the award and also
increased the cash prize for each category.

While, it has served its purpose, it has also enabled

Crossword to create a 3
 i for itself.
 | 
2 Now, with Shoppers Stop owning a majority stake
in the chain, itǯs now spread across © iiewith
 
lein three formats.

2  i eeve 
e
l



ee


e e
i



elf


e



e
l
ef

 elvei
elf
says Mr Sriram-CEO.
u