SS

3.  India’s largest retail chain
 The first to position itself on the shopping
experience by benchmarking itself on the
standards set by the service industry.

4. The program was designed to provide
The program was designed to provide
all members unique experiences across all store locations
all members unique experiences across all store locations
using multiple touch points
using multiple touch points

12.  First Citizen reflects the brand’s
commitment to offering its best
shoppers an enhanced experience.

14. Gold
Gold
Frequency
Classic
Classic
Silver
Silver

15.  About 70% of store sales come through First
Citizens
 Average ticket size of an First Citizen is more than
Rs 3900, double that of a normal customer
 An average First Citizen lasts 3.5 years into the
program

17.  Customer Information
 Store Information
 Regional Information
 Weather Related Information

18. First Citizen Annual Festival

19. 1st October – 31st December 2008

20.  A 5 year old event designed to engage the best
prospects during the peak buying season
 100 days of shopping to get incredible gifts and
rewards
 A period of intense activity for the Shoppers Stop
loyalty and iContract servicing and creative teams

21.  To achieve revenues of Rs. 325 Crores from First
Citizen

22.  Increase footfall of First Citizens
 Increase reasons to purchase
 New Enrollment of First Citizens
 Activating Inactive First Citizens

23.  Total Customers – 10,59,784
 Active Customer – 6,63,147

24. 2005 2006
No of No of
First First Avg Increase Increase in Increase
Citizen Sales Avg Spend Citizen Sales Spend in % FC Sales in Spend
Best Hopeful 31762 143183031.4 4508 43040 198609952 4614.5435 36% 39% 2%
Die Hard 49348 398426793.8 8074 69229 606685202 8763.4547 40% 52% 9%
Flippant Shopper 38942 155343006.7 3989 38363 142453707 3713.3099 -1% -8% -7%
Infrequent Loyalist 49267 262283994.8 5324 60796 338875710 5573.9804 23% 29% 5%
Grand Total 169319 959236826.7 5665 211428 1286624571 6085.4029 25% 34% 7%
New Customers 48689 264,351,526 5,429 63614 368160711 5787 31% 39% 7%
1. Increase in New Customers & Avg Spend of New customers.
2. Avg Spend of Die hard & IL is increase, but FS is decrease.
3. No of Customers is increase in all segment

25. 2006 2007
No of No of
First First Avg Increase Increase Increase
Citizen Sales Avg Spend Citizen Sales Spend in % FC in Sales in Spend
Best Hopeful 43040 198609952 4614.543494 49895 174188761.5 3491.1066 16% -12% -24%
Die Hard 69229 606685202 8763.454651 75245 846838873.3 11254.421 9% 40% 28%
Flippant Shopper 38363 142453707 3713.309882 51474 80257313.3 1559.1816 34% -44% -58%
Infrequent Loyalist 60796 338875710 5573.980361 74584 470356720.1 6306.4024 23% 39% 13%
Grand Total 211428 1286624571 6085.402931 251198 1571641668 6256.5851 19% 22% 3%
New Customers 63614 368160711 5787 89767 565558062.8 6300.2892 41% 54% 9%

26. 2005 2006 2007
Total During Festival % Response Total During Festival % ResponseTotal During Festival % Response
Best Hopeful 62973 31762 50% 82708 43040 52% 92580 49895 54%
Flippant Shopper 94466 38942 41% 124069 38363 31% 138870 51474 37%
Die Hard 94397 49348 52% 124001 69229 56% 138837 75245 54%
Infrequenct Loyalist 141634 49267 35% 186045 60796 33% 208275 74584 36%

27. Avg Avg
Spend spend
Total during Factor of Festival With Projected Sales
Active % Project Projected Festival Jan to Factor Combine Combine With Combined
Segment Customer Response Response 2007 Jun 08 2007 d Factor d Factor Factor
Die Hard 159137 54% 85934 11254 0.11 0.28 0.39 15643.06 1344270405
Best Hopeful 106120 56% 59427 3491 0.1 -0.24 -0.14 3002.26 178415905.5
Infrequenct Loyalist 238710 38% 90710 6306 0.01 0.13 0.14 7188.84 652098238.6
Flippant Shopper 159180 39% 62080 1559 -0.01 -0.58 -0.59 639.19 39681043.04
663147 2,214,465,592.32
Projected Sales – 221 Crore

28. New Customer Increase Total Base % Increase
Q2 2008 86665 21% 1059784 8%
Q1 2008 71485 -20% 1001859 7%
Q4 2007 89767 16% 986708 9%
Q3 2007 77604 6% 907791 9%
Q2 2007 73210 37% 835692 9%
Q1 2007 53544 -19% 777918 7%
Q4 2006 65858 16% 739592 9%
Q3 2006 56853 640564 9%

29. Total Customers 1059784
New Customer 89022
During Festival increase 0.16
Projected New Customer 103265
Avg Spend during Festival 6300
Increase by 9% 6867
Total Projected Sales 709,123,178.78

30.  Sales from current First Citizens
◦ 221 crores
 Sales from new First Citizens
◦ 71 crores
 Projected total Sales
◦ 292 Crore

39. Mailer with Gift Voucher.

46.  Qualification
◦ Greater then 30001 sales in TTS
◦ All ‘Die Hard’ customers
◦ ‘Infrequent Loyalist’ – Only Family
 Numbers
◦ (8603)+(119702)+(14888)
◦ 1,43,193

47.  Qualification
◦ 20001 to 30000 sales in TTS
◦ All ‘Infrequent Loyalist’ (excluding ‘Family’)
◦ Die Hard + Infrequent Loyalist – Inactive customer
◦ New Customer
 Numbers
◦ (8848)+(229817)+(83294)+(134874)
◦ 4,56,833

48.  Qualification
◦ 10001 to 20000 sales in TTS
◦ All ‘Best Hopeful’ – Inactive + Active
 Numbers
◦ (37060)+(104429)+(63642)
◦ 2,05,131

49.  Qualification
◦ Active FC does not qualified in top three
 Numbers
◦ (1,59,176)

51.  Send different emails to each categories
◦ 1 for Race Leaders
◦ 1 for Challengers
◦ 1 for Sportsman
◦ 1 for Fence Sitters

52.  1 for each group (RL + CH + SM + FS) not coming
to shop (Reminders)
 1 for each group (RL + CH + SM + FS) sales over
20K – 29K (Just one more step to win)
 1 for individuals with sales 75K to 99K

53.  1 for each group
◦ (RL + CH + SM + FS) sales over 20K – 29K (Reminder
for ‘one more step’ )
 1 for individuals with sales 75K to 99K
◦ (Reminder for ‘one more step for prize’ )

54.  Festival specific wishes/invitation (region specific)
– Dusahara
◦ First Citizen’s in Bengal
◦ First Citizen’s in Saket, Delhi
 Special offer for Race Leaders

55.  Festival specific wishes/invitation (region specific)
– Diwali/Dhanteras
◦ First Citizen’s (except Chennai)
 Special offer for Race Leaders/Challengers

56.  Festival specific wishes/invitation (region specific)
– Id ul zoha
◦ First Citizen’s of Luckhnow, Delhi
◦ First Citizen’s of Hyderabad
◦ First Citizen’s of Mumbai
 Special offer for Race Leaders

57.  Festival specific wishes/invitation (region specific)
– Christmas
◦ First Citizen’s of Chennai, Delhi
◦ First Citizen’s of Mumbai
 Special offer for Race Leader

58.  To be analyzed and reported based on offers

59.  Weekly monitoring
 Monitoring based
◦ Last year performance of segment
◦ Projected performance of segment
 Communication based on performance of
segment

60.  Slice, dice and analyse data
 Historical, current, expected shopping patterns of
the best customers
 Create segments for micromarketing programs
 Produce communication to reach out to these
groups…
 100s of unique edms produced and sent every
week

65. People who have shopped for Rs 75,000 to 90,000
Go beyond the
small reward
Reason to shop
Educate + Motivate
Shop across the
chain

66. You are closing in on the diamond
Invitation to visit
again
Pat on the back
Educate + Motivate
Shop across the
chain

67. Diamond on the next visit
Invitation to visit
again
Pat on the back
You can dream big
Shop across the
chain

68. It’s Christmas time!!
Christmas Cues
New reasons to
visit
Your score

69. Women not come in on October and November
We missed
you
Women only
offers
Education

70. Men who had not come in in Oct and Nov
We missed
you
Men only
offers
Education

71. First citizens who did not turn up at all
Didn’t you know?
Make sure you
visit us
The
mechanics

72. Shopped on October, not in November
December is
here..
As you know…
The
mechanics