Shopper's Stop Limited - Securities and Exchange Board of India

• The Tycoon Tie Festival in 1994, in which the largest tie in the world was displayed and featured
in the Guinness Book of World Records.
• Festival of Britain, in 1996 in collaboration with the Government of Great Britain.
• The Buy and Fly to Seven Wonders of the World, in 2001 which provided customers an
opportunity to win a trip to the Seven Wonders.
We also hold sales at the end of each season wherein we offer a range of discounts on our merchandise.
These not only help us clear our inventory, but also bring in larger number of customers into our stores.
First Citizen’s Club
Started in April 1994, the First Citizen Club is the center of our loyal customer management process.
We had 307,331 First Citizens as on June 30, 2004 . First citizens accounted for about half of our sales
for the year ended March 31, 2004.
We have three levels in our First Citizen membership namely Classic Moments, Silver Edge and Golden
Glow, depending on the spend in our stores:
First Citizens receive:
• Reward points on their spend in our stores, which can be exchanged for merchandise as well as
gift vouchers
• Special schemes and promotions available only to First Citizens.
• Extended or exclusive shopping hours, specially during festivals
• Invitations to select events and celebrations
• Home delivery of alterations.
• Comfort Lounges at select stores.
We have now made it a tradition to invite our First Citizens to inaugurate our new stores.
‘First Update’ from Shoppers’ Stop
‘First Update’ is a complimentary bi-monthly magazine sent to Golden Glow and some of Silver Edge
First Citizens. The articles are written keeping in view the lifestyle preference of the customer covering
various topics such as health, shopping, specific product information, new season merchandise, fashion
trends, store updates, contests/offers, entertainment and travel.
First Citizen Co-branded credit card
We have introduced Co-Branded cards as an extension of the First Citizen Club. We currently offer
(subject to fulfillment of conditions) a First Citizen Citibank –co branded card to our Golden Glow and
Silver Edge First Citizens. This card provides additional points over the regular reward points besides
other benefits such as free insurance, offer alerts, EMI schemes, etc. The reward point system allow the
customer the flexibility to earn reward points by shopping at any place of their own choice and still have
them redeemed at Shoppers’ Stop.
Systems and Processes
We have a strong focus on systems and processes. We believe that this is a strong differentiator for us
and is a critical success factor in our growth strategy.
We have created a Manual Of Authorities (MOA), which governs decision making authority. We also have
extensive Standard Operating Procedures (SOPs) created into manuals to govern most of our activities
including site selection, store planning, store operations, buying & merchandising, distribution and
logistics etc.
Our SOPs are available on our Intranet, which helps our employees to access them whenever required
helping us achieve consistency in our decision making process across the chain.
The SOPs provide guidelines for most of our business activities and define the steps to be undertaken as
well as responses for a variety of situations that may arise. We believe this offers us significant
advantages and enables us to:
1. Provide our customers with a consistent service delivery across our organization, which helps us
strengthen our brand and bondage with the customer
2. Respond to situations and developments in a predictable manner
3. Capture learnings and best practices from across the organization and enhance efficiencies in
our operations
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