Download - Shoppers Stop Amresh Kumar
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Submitted By:-
Amresh Kumar:-A 51
Alok Kumar:-A 16
Prabhat Shukla:- A 52
Manish Ahuja:-A 36
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Shoppers Stop -First Citizen
A loyalty programme and a virtue
Shoppers Stop's virtue of always 'putting the customer first' has enabled it to pioneer a
reward-based loyalty programme called Shoppers Stop First Citizen. With over 1 million
members contributing over 65% to sales annually, Shoppers Stop First Citizen loyalty
programme is the biggest and most successful programme in this category
Shoppers Stop in 2008 have looked around and taken a interesting turn.
The brand ,instead of telling the customers to look beyond shopping , now has started to
inspire them to "start something new". The new tagline comes along with the change in
the logo which now emphasizes that the positioning of the brand has been upgraded to a
"bridge to luxury" store.
While back in 2006 the brand was focused more on the "beyond shopping" experience,
where they emphasized on customers"Attitude". It was during this time the concept of
Retail store gained traction and created.
This was preceded by the IPO which was launched in 2004 , after which the brand
underwent a complete transition, providing customers more then International shopping
experience.
The retail store that was launched in 1991 ,started off as a purely menswear store.
The store in the later years quickly expanded to womenwear, jewellery,accessories,and
apparel.
In the next few years the brand was potrayed as the place where customer satisfaction
and experience was given the utmost priority.
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Shoppers stop first citizen(loyalty)card
First citizen : the name first citizen reflects commitment to offering customer the
ultimate shopping experience
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Objective:Ensure stickiness by increasing rewards to customers on every purchase they
make at the shop.
Eligiblity:
Any customer who purchase goods worth a predetermined amount.
Modalities:
Earn points which can be redeemed against their bill amount.
Three tiers with increasing value per point at each level.
Members are given special sale previews, birthday gifts & unique focussed
offer.
Results:
Has generated a database of over 23 lakh members who contribute to nearly
70% of the total salesof Shoppers Stop
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Details of first citizen card
As a First Citizen, your shopping experience
becomes even more enjoyable with
Reward Points for every time you shop at
Shoppers Stop
Exclusive benefits & privileges
Updates on what you can look forward toshop for at Shoppers Stop
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Cont
Exclusive cash counters at Shoppers Stop so
you can spend more time shopping than
waiting in a line
Enrollment fee includes 10.3% service tax
(Rs.181.32+Rs.18.68 service tax
Exclusive benefits & privileges
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First world : experience the rewards
Pizza hutt : 20% off on your bill on a minimum
billing of rs 600
Costa coffee : 20% off on all beverages
Kaya skin clinic : rs 500 off on any service
package
Golds gym : rs 500 off on annual membership Fortis escorts hospital : up to 10% off on all
surgical procedure
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Other CRM Programs
Direct mailers for birthday wishes and
information about first citizen preview sale
E-mail response management for ensuring
better feedback from customer
Customer service and support helps better
understand ones customers and anticipate
their interest in an enterprises products and
services
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Software's Used by Shoppers Stop:
Shopper Stop is using WIN/DSS & AS/400 MSS for
CRM program which come from company named
JDA.
Shopper Stop is Using PLUTOS software for there
billing.
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Customer Life Time Value
LTV = Total revenues- (Fixed costs + variable costs)
Total revenue = no. of customer * purchase of each customer=
23,00,000*20,000= 46,00,00,00,000
Fixed Cost = 80% of total revenue
= 36,80,00,00,000Variable cost = 36,80,00,00,0
Total cost =Fixed cost + Variable cost =(36,80,00,00,000 + 36,80,00,00,0)
=37,16,80,00,000 /-
Gross Profit = 19,87,20,000/-
Discount rate =12% = 2,38,46,400/-
Net Profit Value=(GP - Discount)17,48,73,600 /-
Life time value =(NPV/Total no. of customers)=760/-
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