Abstract

With increasing competition, retailers have to find ways to retain existing customers while trying to woo new customers at the same time. One way to retain customers is to offer incentives for repeat buyers. This is done by offering card-based frequent-shopper programs. The caselet talks about the growth of loyalty card programs in the Indian retailing industry. It describes the features of the loyalty card programs run by some of the prominent Indian retailers including Shoppers’ Stop, Piramyd, Akbarally’s, and Ebony.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Loyalty card programs and customer loyalty. Customer relationship management through loyalty card programs. Design and implementation of loyalty card programs.

Keywords

Frequent-Shopper Programs, Repeat Buyers, Piramyd, Piramal Group, Piramyd Power Club, Akbarally's, Loyalty Card Program, Customer Loyalty, First Citizen's Club, Westside, Tata Group, Lakme, Taj Group of Hotels, Retailers, Customer Relations, CitiBank, HSBC, Customer Loyalty