Shoppers stop , one of the first major retail chains in India launched its ‘First Citizen Club Programme’

for the loyal customers having objectives of increasing the customer satisfaction. It offered reward
points , updates on store events and a monthly news letter named ‘First Update’.

FCC members accounted for more than 40% of the store’s sales. Increasing the share of wallet was the
need of the hour. They were becoming a good source of precious database, which could be used for
capturing consumer information, and intelligently warehousing and mining transaction behavior.

This information was used for offering a focused product mix and replacing slow moving products with
fast moving ones. It was used to generate a more direct CRM model. Even the ‘First update’, proved to
be a good CRM effort.

Going beyond such efforts, the store evolved a brilliant idea for enhancing customer satisfaction, by
indentifying the top selling product and relating it to the profile of buyers of that product. Thereby,
targeting other buyers having same buying habits.

The store’s database is finding applications not only for the Shopper’s Stop but also for various
FMCG companies looking for promotions, new product launches, evaluating customer responses and
even for stock clearance. The vendors are also benefitted as they see value in the information for
developing new products, improving response time and production planning.