Spencer’s Retail, a fast-moving consumer goods retail chain in India, had been perceived as an expensive retailer exclusively for high-end consumers. A new sector head took over in 2013 and shifted the store from a positioning statement of “Taste the World” to “Make Fine Living Affordable.” Within five years, Spencer’s was making a profit. However, traditional grocery stores continued to dominate the Indian retail scene and were more heavily frequented by Indian shoppers. To maintain a sustainable profit, Spencer’s had to expand the business by opening more retail outlets and increasing same-store sales growth by increasing footfalls and basket size. What store format and combination of private label and national label products would help Spencer’s reach this goal?
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