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Shoppers Drug Mart: Corporate & Charitable Gift Cards

We uncovered the consumer needs and insights, developed the long-term strategyimplemented the program, and provided continuous management support for the 10+ year project.


Canada’s leading drugstore retailer, Shoppers Drug Mart, wanted to accelerate the growth of sales of their proprietary gift cards. While they saw an opportunity to exponentially grow SDM gift card sales in the B2B space, SDM did not have the internal resources or expertise to execute this opportunity.

Our Solution

Retail Category Consultants built a business case to validate this opportunity, identified best practices and assessed the competitive landscape. After the business case identified a significant opportunity, RCC created the infrastructure to support the B2B gift card program, integrated all internal and external processes, and created a marketing plan to successfully meet sales targets.

The management of the B2B gift card program was outsourced to RCC, where we developed a sales force, fulfillment processes, and customer service groups.  In addition, we were responsible for all negotiations and contracts for the program.

Our Results

RCC has sustained exponential growth since 2003, and B2B sales have exceeded expectations, accounting for 20% of total SDM gift card sales. Our processes are speedy, recognized as best-in-class by our SDM gift card customers, and we have since received many customer service accolades.