Caselet Code : CLCB038
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB038) click on the link below, and select from the list:

» Consumer Behavior Caselets

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Abstract

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.

Issues:

» Strategies for increasing consumer loyalty in retail stores
» Role of co-branded cards in consumer loyalty programs
» Special benefits provided to loyal customers

 
Key words:

Shoppers' Stop, Shopper's Stop Loyalty Programs, First Citizen Citibank card, First Citizen Citibank MasterCard, Classic Moments, Silver Edge and Golden Glow.

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.