Big Bazaar

Communication Strategies and the way ahead!

Introduction• A chain of shopping malls in India currently with 101 outlets

owned by Kishore Biyani’ Future Group• Reflects the look and feel of Indian bazaars at their modern

outlets• A few thousand customers on any regular day• 1,70,000 products under one roof• Saravana Stores, Chennai• 1,37,367

Communication StrategiesOutward

InwardCustomer Communi

cation

Top-down

Floor LevelInternal

Communication

Customer Communication

Visual Merchand

izing - Signage

Announcements

Employee Communi

cation

NewspapersLeafletsDigital

Toll free/ Feedback

Form

Promotions And Advertisements• Keep West-aSide! Make a choice!• Shoppers! Stop, Make a choice!• Change your Lifestyle! Make a choice!

Creating occasions to consume!

1 • Mahabachat

2 •Sabse chikna kaun campaign!

3 • Detergent mela

4 • Indian Beverage League

5 • Juice Festival

6 • Dal chawal mela

7 • Monthly Bachat Bazaar

Internal Communication

Top-Down

• Noticesa) Roaster : Weekly Schedule of the workersb) Perk Achievement : Sales Targetc) SOP : Training of Employees

• Intranet – Internal Network• WEBEX – Video Conferencing

CH-Mumbai

CH-NCR

chch

ch

Counter CSD Vertical

On Floor Communication• Customer Sewa Desk :

A place where all the queries and issues are logged and then forwarded to respective verticals.

• Intranet for local communication

Sample Mail from HR

Country Head

Business Head

DGM

AM

SM

ASM

ADM/DM

TL

TM

HQ(Mumbai)

Zonal Office(Gurgaon)

Area

Store

SWOT

What we recommend!

Our take!Retailing through internet an web based technologies

CRM and improved in-store assistance

Build loyal customer base

Customer guide centre for counseling

Training must be provided to sales personnel for counters as well as other function also

Stress Buster Exercises

Improvised billing to reduce waiting time for customers

More brands should be included

Seating arrangements

Provide what is needed rather what is available

Home Delivery

Aggressive expansion in Tier 2 cities

Store personnel should be more friendly and easily accessible

Effective after Sales service

Local brands in Tier 2 cities

Tie up with telecom companies for promotions

Extensive Distribution network to lap up any opportunity from foreign entrants

End!