Big Bazaar: An Indian Retail Chain's Customer Loyalty Initiatives
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Case Details:
Case Code : MKTG275
Case Length :16 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Big Bazaar ,
Industry : Retail
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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INTRODUCTION cont...
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"Shopping and talking on our mobile phones are among the two favorite activities for all of us in India. With T24, we have been able to develop a unique customer value proposition that combines these interests of the inspirational Indian. Customers will get shopping benefits for talking and talk-time benefits each time they shop," said Future Group CEO Kishore Biyani (Biyani). This followed a number of customer loyalty initiatives at Future Group's flagship hypermarket chain Big Bazaar Pvt. Ltd. (Big Bazaar). In order to win the loyalty of its customers, Big Bazaar introduced several unique loyalty initiatives such as discounts, special deals, loyalty cards, rewards programs, etc.
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TStarted in 2001, Big Bazaar was positioned on price and value for money for the Indian customers. With a catch line of
"Is Se Sasta Aur Accha Kahin Nahin" (You can't find anything cheaper or better anywhere else). According to Big Bazaar, it offered quality products at the lowest possible prices. The hypermarket chain offered a host of value-added services to its customers such as special discounts and promotional offers at regular intervals. According to experts, Big Bazaar offered customers a new level of standard in price, quality, convenience, and service. With over 160,000 products across various categories, it catered to the needs of the entire family under one roof...
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