A peak into the magic & mayhem of Big Bazaars 6days MAHA BACHAT SALE
Our two important national holidays, Independence Day and Republic day have been given new meaning for Indians. Big Bazaar created a shopping wave 8 years back and marked these dates on the calendars of consumers across the country for India to witness the largest sales ever. Now, almost every retailer in the country has picked the cue and offer customers with a unique opportunity to seek shop, save and live better lives. The Future Ideas team takes a sneak-peak into this activity to understand what makes these calendar days the “big days”!
The hustle and bustle, the crowds, the chaos, the queues are all synonymous with the big day sales. The store heaps up merchandise to the roof, merchandisers create special packs and sell more to consumers, bhoppu’s are used to cry out deals and offers. It’s a festive environment where consumers need no more convincing of the deal or the need.
While at the core it is all the same – retailer selling a product to a customer – there is something very different about these days. It’s a heightened sense of greed and fear that creates new behavior and makes shopping a worthy game to play!
Take for example the way shopping for groceries completely transforms on these days. Customers do not refer to any lists but seek out deals that call out to them. We saw many consumers learn about new products and tastes. Sanitary napkins, coffee flavored biscuits, a pair of jeans for a burqa-clad lady, breakfast cereals for children, four burner gas stoves, and induction plates find new households.
Deals legitimize the need and new consumption habits and behaviors are created. Shopping finds new idioms. A trolley is a prized must have, it serves as an extended arm that carries the child and guards safely the deals that you have well chosen. Shopping becomes a competitive activity, where you shop with your friends, family, neighbors and total strangers. You ‘copy-shop’ by tracking others’ trolley with envy over a combo or a deal. Shopping moves from the rational space to the emotional, where you compete with yourself and the store to win!
So what exactly is the game of shopping? Well, It starts with principles of gamification being used in modern day retail. Gamification is the use of game thinking and game mechanics in a non-game context (in this case retail).Gamification has moved beyond being a creative idea into a key marketing and advertising tool for retailers and brands. According to a recent report by Gartner analyst Brian Burke, 50% of companies involved in new product development and innovation will gamify those processes by 2015. It offers scarcity and impatience in the shopping place, which are critical elements of the gamification framework. When something’s in short supply, we want it more. When something might be taken away at any moment, we determine to make it ours. When something’s hidden on the horizon, we strain to catch a glimpse and this is just what the customers go through. The true effects of gamification reach much further into the system when stores competes with each other and not just their competition. This is a situation most retailers live for. An event that brings in new consumers – perhaps tasting modern retail for the first time – and regular visitors getting what they desire and aspire for along with motivated employees and striving stores.
One can only imagine the magic that can be unveiled if the game of shopping can be played with consumers with deals, bargains, shopping trolleys and the consumer list!