India’s pioneer retail chain “Big Bazaar” which has led the retail revolution in the country for over 2 decades has launched an incredible offer to ensure buying onions gives cheer to consumers though they cannot do much with tears rolling while peeling onions. the company, which has “smelt” great success through it’s e-commerce arm http://www.bigbazaar.com has garnered more shoppers during the past 1 year than in the past 10 years. For the record, the company had launched FutureBazaar.com in 2010 as a move to integrate all it’s group business with a single online touchpoint.
Mr. Kishore Biyani, Founder and CEO of the group reckoned sometime in 2012, why going online may not be in the best interests of the company. For, the cost of doing business online was 1:2 – that is, to earn Re. 1, the investment needed was Rs. 2. He was right after all. To chase customers offline and online to shop at a web portal, the likes of Flipkart, Myntra and today’s star brand “Zomato” which takes the IPO route have spent billions of USD to acquire and retain customers. From full page Ads in leading dailies to offline branding, BTL activation and much more, forget not the discount coupon codes for customers to order and reorder, online companies have spent much more than their turnover in many years of their existence.
Cut to 2020, Future Group, along with Spencers, More (through its partnership with Amazon) and many leading offline retailers went online, alongside an omni-channel distribution strategy. And it has paid off. With customers sulking to visit offline stores and getting pampered shopping on their mobile devices, its pouring discounts for customers. Big Bazaar, which pioneered its “Sabse Sastha 3 Din” (which slowly got extended to 4 and 5 days eventually) is now trying similar strategies with it’s e-commerce portal. As a promotional offer, the company is offering a Kilo of Onions of just Rs. 1/-. Yes, One Rupee Only!
Just that this time around, the difference between the listed price and Rs. 1 will be credited to the “Future Pay” account where by the user will get a credit in their wallet which could be used for future purchases. Interestingly, this “discount” is no less a “cost of acquisition” but it has been smartly entwined in so manner that the company accomplishes 3 tasks;
1. A New customer logs on to the portal
2. Existing or New Customer orders the products
3. Existing and New Wallet users enrol
4. Visit once again to make the next purchase.
5. Mission accomplished.
The only catch is that the company needs to continue such exciting offers – which the retail chain has been known to execute for the past 15 years and more. Want to check out the Rs. 1 Onion offer? Click here.
