Big Bazaar's digital journey towards e-commerce 2.0

Big Bazaar,  a retailer whose one-stop stores are heavily reliant on footfall, has successfully leveraged its digital initiatives to navigate the pandemic; its head of digital, marketing and e-commerce explains how and looks at where e-commerce 2.0 is going.

Key insights

• A brand must be where its customers are; if customers are not coming to you, you have to reach out to them.
• Big Bazaar does not work on a yearly but weekly plan; and the pandemic has made the chain even more agile.
• Digital creates awareness, consideration, conversion and retention far better than traditional marketing.
• Whether online or offline, a brand must continue innovating its marketing plans to surprise the customer.

Key quote

“Consumers are ever evolving. They continuously change and what really changes is the dynamics, influenced by what happens in our society, our life, our country. One thing that has definitely changed is that with all that has happened, decisions are made now and today” – Pavan Sarda, group head, digital, marketing and e-commerce, Big Bazaar.