Shoppers Stop launches ‘Heroes First’ initiative for armed forces

Multi-brand fashion and lifestyle retailer Shoppers Stop has launched a ’Heroes First’ initiative as part of its celebrations of India Independence Day. The program offers active and ex-servicemen of the Indian Armed Forceslifetime membership of its ‘Shoppers Stop First Citizen Club’.

“This initiative represents a heartfelt tribute to the brave soldiers who selflessly safeguard our nation’s integrity and security,” said Shoppers Stop’s chief of marketing and communication Shwetal Basu in a press release on August 14. “First Citizen Club is one of India’s longest-running paid loyalty program. By welcoming them to the First Citizen Club, Shoppers Stop aims to acknowledge their contributions to our homeland.”
 
The initiative is designed to recognise the dedication of servicemen, both current and former, and offer them an elevated shopping experience. Through the ‘Shoppers Stop First Citizen Club’ program, they will be able to receive rewards and personalised services at Shoppers Stop stores across the country.

The initiative was launched by Basu who felicitated a group of retired veterans of the 1971 Indo-Pakistani war ‘38th Course’. Welcoming the veterans to the Shoppers Stop First Citizen Club, Basu distributed the first set of complimentary memberships under the program.