A unique festival which focused on both sales and the customer experience was The Seven Wonders Festival. For this festival each store reflected the characteristics, sights, sounds and feel of the Seven Wonders Festival. For this festival each store reflected the characteristics sights sounds and feel of the seven wonder – The Eiffel Tower, the Leaning Tower of Pisa, the Pyramids of Egypt, the Great Wall of China, the great Barrier Reef, Niagara Falls and the Grand Canyon.
In addition to the decor of the store Shopper’s Stop also brought in international performers like the unicyclist the Statue Man from Italy – a man who refused to budge, a juggler from France who juggled with things like knives and devil sticks, dancers painters and a troupe of colorful Red Indians who performed traditional Native American rituals among many other added attractions. A large number of attractive offers were also in store for the shopper.
While the events and promotions have brought the customer to the store, the courteous and helpful staff has ensured that the customer stays loyal to the store.
Creating a unique brand experience being the central theme of all the advertising promotions, and events in the year 2006-07 the company had an exciting Christmas festival. Fly to Santa Land in the month of December. These two weeks long festival offered the lucky customers a unique opportunity to fly to the Santa Claus village in Finland to meet the real Santa. The other major events that conducted were gear up for school going children, Salwar Kameez Dupatta Exchange in association with Concern India Foundation and Do your Denim festival for the youth,
The most awaited calendar festival Parikrama celebrated the exquisite embroideries of India this year. During the Parikrama festival, customers also got an opportunity to interact with local artisans who were specially brought to the stores to promote and sell their crafts of embroideries they master in.
Customer satisfaction & Loyalty
Shopper’s Stop strives to provide its customers with best overall experience of shopping. To measure the customer experience the company conducts customer satisfaction surveys to evaluate a range of parameters including merchandise range and quality, store environment , staff, transactions efficiency loyalty program scheme and promotions to name a few and undertakes improvements in various areas.
The company also includes select competition stores in the surveys in order to measure experience in the stores as compared to competition.
The Company had pioneered India’s first retail loyalty program – First citizen’s base grew from 632,000 to over a million in the year 2008. During the year 2006-07 the First citizens contributed 61% of the Company’s annual sales. The first citizen program has 3 tiers – Classic Moments (entry levels) silver Edge and Golden Glow. Members fall into the various tiers on the basis of their spends with the store.
First Citizens also earn differential reward basis on their current tier of membership. First Citizens receive:
1) Reward points on all spend. Reward points can be redeemed for a wide variety of merchandise at the Company.
2) Exclusive schemes benefits and promotions.
3) Extended and exclusive shopping hours – specially during the festive season,. Special previews before the sale periods.
4) Invitations to exclusive events – both in store as well as those organized outside the stores.
5) Home delivery of altered merchandise.
6) Exclusive First Citizens lounge at select stores to relax after hectic shopping.
First Citizens always stay updated with all details pertaining to their membership as well as the best of offers and privileges available through a unique service launched last year – First Citizens First. Through this service, First citizens get all information that they want on their mobile phones, simply by sending an SMS.
The Company in association with Citibank has offered its First citizens an option to add on a credit card to their existing loyalty cards. This enables First Citizen to add on accredit line to their purchases. They also have the added advantage of being able to choose from amongst various attractive financing options, cash back schemes, EMI schemes etc for buying at the Company’s stores. For customers who are averse to credit, there is an option of activating a debit card. As on 31 March 2007 the number of members in the co-branded card program crossed 114,000.