Many Indian brands do not have an online identity. In fact it takes them years to develop one. Well, Shopper Stop has finally decided to go online by launching its new e-store www.shopperstop.com.

The e-store, designed by the Shopper Stop in-house team, will be targeting existing customers (especially its First Citizens) with delivery across major cities in India. Presently Shoppers Stop has 23 stores across India and the website aims at targeting other cities through the website. The website takes over the new branding (done in April this year) with the tagline, ‘Start Something New’. An e-mailer campaign for its First Citizens and Internet campaign (display and search ads) will be propagate the new e-store. This will be backed by in-store communication advertising for regular customers.

The Shopper Stop team is not looking at creating a separate revenue-source through the website. For the Shopper Stop team it is just another extension to the brand.

Indiaplaza.com and Futurebazaar.com (a Pantaloons venture) are existent e-stores addressing the Indian consumers shopping needs. Though Shopper Stop has stepped in late it has a wide customer base to tap. The success of the website will be gauged by its revenue generation. So let’s simply wait and watch.