Case Code : CLCB038
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
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Shoppers' Stop, Shopper's Stop Loyalty Programs, First Citizen Citibank card, First Citizen Citibank MasterCard, Classic Moments, Silver Edge and Golden Glow
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Shoppers' Stop is one of the leading retailers in India. The caselet titled 'Shoppers' Stop Consumer Loyalty Program' gives an overview of the consumer loyalty program started by Shoppers' Stop, the First Citizen Club, to create loyalty among its customers. It also talks about the First Citizen Citibank MasterCard, a co-branded card launched by it in association with Citibank and MasterCard.
Shoppers' Stop was established with the vision of becoming a "global retailer in India and maintaining its number one position in India in the department store category." To enhance the shopping experience of customers and offer the 'ultimate shopping experience,' Shoppers' Stop started a loyalty program named 'First Citizen.'...
Questions for Discussion:
1. B. S. Nagesh, chief executive officer of Shoppers' Stop said about First Citizen Citibank MasterCard, "with this card, our customers can now get more and more benefits within the store as well as outside." What are the benefits that a holder of the First Citizen card was entitled to?
2. In the light of Shoppers' Stop's loyalty programs, evaluate the influence that loyalty programs can have on the purchase decision of customers.