Bharat Footwear Limited (BFL) is an Indian upmarket footwear manufacturer with an extensive retail network. The case presents the experience of a customer while purchasing a pair of shoes in a BFL retail outlet in Ahmedabad, India. The purchase price of the footwear was INR 4000. The customer was offered a 20% discount, using an exclusive discount coupon meant for BFL shareholders provided he was willing to share 40% of the savings with the sales agent. The customer must decide whether to accept the deal or not. The case provides adequate data to discuss the decision-making context, business value of the secondary market for shareholders’ discount coupons based on estimated data. The case analysis further leads to a debate on whether BFL should continue with the discount coupon scheme.