MediaCom Communications Pvt. Ltd.
Future Retail Limited
Traditional retailers struggle to compete with online giants? Not Big Bazaar.
We revolutionised the shopping journey, creating India’s first online-to-offline strategy, driving ROI of 15:1
Every month we drove $620,000 of revenue for $46,000 investment, beating Amazon, Flipkart and other eCommerce platforms by playing Google’s algorithm
Objective: counter online threat
BIG BAZAAR WAS A RETAILER AT RISK. WE HAD TO MAKE SEARCH DRIVE CONSUMERS TO STORE
Traditional retail is under pressure from e-commerce players such as Amazon. As a result, traditional retailers – including former titans such as Macy’s and Sears are laying off staff and closing stores around the world. The situation is no different in India.
With a presence in more than 130 cities, Big Bazaar sells pretty much everything you could want from home furnishings to travel to consumer electronics.
But as internet access becomes the norm across the country – penetration is now 35%, growing 9% year-on-year – more and more people purchase online … and fewer and fewer potential clients make their way to the store, leading to an ever-increasing loss of sales growth.
With a limited e-commerce presence, activated only around specific sales, Big Bazaar needed to ensure that the digital research process still drove consumers into store.
The key battleground was Google. This was where consumers started their research and it was where they needed to encounter Big Bazaar’s offers…. Not Amazon’s or any other eCommerce platform’s.
The key period when we had to succeed was at the start of the month, when the biggest purchases are made … the time when Big Bazaar stood to generate the most revenue.
We were challenged to support Big Bazaar’s biggest-ever sales and vouchering operation. Our response was to turn every Google search at the start of a purchase journey into a physical journey to the nearest Big Bazaar.
SMART SEARCH WOULD TAKE BIG BAZAAR OUT OF BATTLE FOR GENERIC TERMS
Our key challenge was that the high value categories that Big Bazaar profits the most from, are also the most competitive categories. Hundreds of physical and digital retailers are bidding for the same generic terms such as “Buy LCD TV” at any given time.
With a limited marketing budget, we couldn’t afford to bid on these expensive generic search terms … but we couldn’t cede the battleground either. Instead we needed to create a unique path to Big Bazaar special offers.
Our strategy was very simple but incredibly effective. We developed and promoted a new form of search, taking advantage of our high level of unprompted awareness and Google’s low prices when bidding on your own brand name.
We called it “Smart Search” as it is the search terms that Smart shoppers would use to access India’s best bargains.
Smart Search is simply the act of typing “Big Bazaar” into Google followed by the product or category they were looking at to get access to fantastic offers at the top of the search rankings, promoted by Big Bazaar.
For instance, when typing “Big Bazaar LCD TV” into Google, the first link users would see would be a 10% off LCD TVs voucher to be redeemed at the Big Bazaar store nearest to their location.
Smart Search would run only at the beginning of the month, when consumers were better positioned to make large purchases and to generate a sense of excitement.
We would promote this initiative across digital media to make consumers aware of this promotion, with our brand awareness doing the rest.
Our strategy would incentivise a new form of shopping behaviour, connecting a traditional offline retailer to the digital research process for the very first time.
WE CREATED INDIA'S FIRST TRUE ONLINE TO OFFLINE RETAIL EXPERIENCE
We ran “Smart Search” messages and PPC campaigns at the start of every month and allowed consumers to access exclusive offers from Big Bazaar.
We informed consumers that all they had to do was type Big Bazaar and the product or category they were researching to access exclusive offers and the address of their closest store.
In activating Smart Search, we made full use of the most cutting-edge Google activation tactics.
Smart Search was backed by a giant matrix of offers for consumers, each trackable via a unique URL and the m-coupons that consumers could download and use in store to take advantage of Smart Search’s great deals. We therefore had real-time knowledge across every single product, category and store of which offers were performing well, not only informing our media tactics but also Big Bazaar’s promotion strategies in an incredibly granular fashion.
We used a wide media mix to promote this promotion opportunity via Search, YouTube, GDN and across social channels.
Bidding was managed based on location to ensure that offers were never over-subscribed and the customer experience matched the premium offered in store.
We also added a retargeting element to ensure that those who had seen an offer also considered it later in their research process.
To make the customer journey even easier we added a click to call and free dial back for those who wanted to find out more about their chosen product or offer.
Lead Media Agency
Lead Partner- Google