'It's our birthday, but you will get the gifts.' This idea was translated in an invitation in the form of a letter with a personalised bar code, unique to each customer. All they had to do was visit the store on the store's birthday, join in the celebrations, get the bar code scanned and pick up the surprise gifts. An invitation to share the special moment without any pre-condition to shop was bound to make them feel privileged.

The invitation worked better than a solicitation! The mailing got a 13% response. Total sales from the loyalty programme members were INR 1.9 million on that day. Against this Shopper's Stop spent INR 0.1 million on this activity. Shopper's Stop has a Gross Margin of 23% which translates into a Gross Profit of INR 0.4 million giving a Return On Investment (ROI) of 4.