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Big Bazaar expects digital to contribute 25 per cent of sales in two years

Aimed at tapping the younger TG, the hypermarket chain launched a mobile game to promote its ‘Sabse Saste 5 Din’ sale

Big Bazaar is expecting digital, led by its ‘online to offline’ initiatives, to contribute more than 20-25 per cent of sales in two years with its aggressive strategies. The latest device the company has introduced is a game app to increase footfalls for its ‘Sabse Saste 5 Din’ sale.

“The way we look at digital is purely from the O2O point of view (online to offline). Today, it is contributing 10 per cent of our sales coming in from O2O initiatives. It’s bound to grow. I am expecting in a couple of years, it will contribute more than 20-25 per cent,” said, Pawan Sarda, ‎Group Head, Digital, Future Group.

The marketing industry is evolving every day and digital consumption is one of the highest among the new generation. “It is very important for marketers like us to move along with time and be part of their world,” added Sarda.

Big Bazaar started Republic Day Sale in 2006, which has over the years come to be known as Sabse Saste Din. Since then, Big Bazaar has owned the period around Republic Day and has been a trendsetter. Big Bazaar offers the biggest shopping days with the largest range of offers across all categories at around 250 stores pan India.

With the latest initiative, Future Group’s hypermarket chain aimed at tapping younger kids who the company believes are big influencers to their family and shopping choices. “Therefore, we felt the need of creating a connect with them and gaming seemed like a good choice to do the same,” said Sarda. “We have more than 1 lakh users already playing the game. It’s been very encouraging for us.”

Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s ‘Deal Skyfall - Sabse Saste 5 Din’ game gave the consumers and gamers an opportunity to play the game and win shopping vouchers worth up to Rs 1 crore.

Big Bazaar used all relevant platforms and also Facebook and Google to promote the game app.

Commenting about how a game will change the way consumers shop, Sarda said, “With the Deal Skyfall - Sabse Saste 5 Din game, we want to reach out to the hidden consumer in everyone. Be it a gamer, a next gen consumer, mobile addicts or our huge base of loyal consumers, the game can be played by one and all. It is a simple and rewarding game, where your points in the virtual world get you a chance to shop in the real world for free.”

Anil K Nair

Talking about the game Anil K Nair, Managing Partner, L & K Saatchi & Saatchi, said, “Deal Skyfall - Sabse Saste 5 Din game is a unique way in which a household brand like Big Bazaar is promoting one of its biggest properties. We have kept the game simple. People are sure to get addicted and win as many vouchers they like.”

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