W.H.Bender Quote 61 -Influential restaurant and food service industry network...
Future group loyalty programs
1.
2. Future Group Loyalty Programs
Big Bazaar - Consumer Research
PRANJAL PRAVIN
DINESH KUMAR C
3. Analysis of Survey Data
Pain Points / Gaps
Consumer Research
Recommendations
Road to the Findings
4. Consumer Research - Objectives
To achieve
one lakh crore
revenue
Vision 2021
Increase customer
engagement for
existing loyalty
customers
Increase the existing
loyalty customers’
share of wallet for our
loyalty programs
Understand
customers’ awareness
and perception about
our loyalty programs
Increase the number
of loyalty customers at
Big Bazaar
5. Survey Questionnaire
Interviews with Store Personnel
PRIMARY RESEARCH
Consumer feedback/complaint forums
Mobile App reviews for Future Pay
SECONDARY RESEARCH
Store ambience
Assortment of goods
Customer segments visiting
Customer service
STORE VISIT - OBSERVATION
Research Plan
6. 70%
40%
30%
60%
PERCENTAGE OF LOYALTY PROGRAM
CUSTOMERS
At least 70% of the customers are enrolled
in one or more loyalty programs
COMPARISON TO OTHER BRAND
LOYALTY CARDS.
At least 40% of the customers find Big
Bazaar loyalty cards better than the
other brand loyalty cards
EXPERIENCE OF LOYALTY PROGRAM
At least 60% of the customers are happy
with the loyalty program enrolled in and
would recommend it to others
AWARENESS ABOUT FUTURE PAY
WALLET APP
At least 30% are aware of the future
pay wallet app and are using
Assumptions & Hypotheses Considered
7. Primary Research
Survey Questionnaire
Loyalty Program used
Awareness about its benefits
Reasons, if not using any loyalty programs
LOYALTY PROGRAMS AWARENESS
Other brand loyalty programs used
Comparative rating
COMPETITIVE LANDSCAPE
Communication about benefits
Issues while using, if any
Overall user experience rating
EASE OF USE
8. Analysis of Survey Data
Pain Points / Gaps
Loyalty Customers
- An Overview
Recommendations
Road to the Findings
10. Customer visit frequency
More than once per
week, 5%
Once per week,
10%
Once in 15 days,
21%
Once in a month,
39%
Once in 3 months
or more, 24%
BB Mulund
BB Kandivali
BB Goregaon
BB Vile Parle
BB Matunga
21-30
32 %34%
31-40
32 %53%
21-30
32 %44%
31-40
32 %40%
31-40
32 %32%
Age groups visiting frequently
11. 0%
10%
20%
30%
40%
50%
Monday Tuesday Wednesday Friday Saturday
Day-wise footfall
21-30 31-40 41-50
Customers Footfall
Inferences on Likeliness to visit a BB store:
21-30 age group:
• least likeliness on crowded days like Wednesday
and Saturday
• higher likeliness on other days
31-40 age group:
• high likeliness on Wednesday and Saturday
• consistently above 25% on all days
41-50 age group:
• more likeliness on Wednesday
• likeliness of 12%-20% on other days
14. Future Pay Awareness Vs Usage
41%
MULUND
16%
23%
MATUNGA
7%
32%
VILE PARLE
15%
27%
KANDIVALI
9%
38%
GOREGAON
13%
16%
HIGHEST USAGE
MULUND
LEAST USAGE
MATUNGA
7%
15. Analysis of Survey Data
Pain Points / Gaps
Loyalty Customers
- An Overview
Recommendations
Road to the Findings
16. Reasons for not using Loyalty Programs
20% 21% 19%
0%
20%
40%
60%
80%
100%
Not aware of the
benefits
Didn't find the
benefits attractive
Not a regular
shopper at Big
Bazaar
Major reasons for not using loyalty
programs
Mulund VileParleMatunga Kandivali Goregaon
34% 25% 35% 15% 38%
Others
(Prior
bad
experience)
Others
(Prior
bad
experience)
Did not find its
benefit
attractive
enough
Not a
regular
shopper at
big bazaar
Not a
regular
shopper at
big bazaar
17. MULUND
Terms & Conditions
applied on the offers
30%
MATUNGA
Network issue
42%
Major Issues in Loyalty usage
VILE PARLE
Billing Pause issue
25%
KANDIVALI
Billing Pause issue35%
GOREGAON
Network issue48%
18. Nooption tosave debit/credit
card inthe wallet
Unaware ofoffline OTP
or
Delayed reception ofOTP
Uninformed about the
expiry ofpoints inthe card
Terms &Conditions applied
onoffers and benefits
Future Pay
Notcompletely aware of
howtoloadmoney inthe app wallet
Lessinformed storepersonnel
about loyalty benefits &offers
Other pain points in loyalty usage
20. 67%
BB Loyalty Programs
are better More or lessthe same
Other brand loyalty programs
are better
21% 11%
Competitive Landscape
(Store-wise)
BB Loyalty Programs
are better
Other brand loyalty
programs are better
MULUND
KANDIVALI
Majority responses
21. Lorem
ipsum
Shoppers stop
1. Exclusive cash counter only for card
holders
2. Exclusive benefits and privileges for
members
3. Invites to exclusive events and
discount sales
4. Free home delivery alterations over
purchase of 2500
Future group
Reliance one
Landmark group
1. Accepted in 350+ stores which fall
under landmark group.
2. Personalized offers such as out of
store offer or other exclusive
discounts available.
3. Free enrollment
4. Exclusive store promotion
discount
1. One card for multi purpose use-
applicable in all reliance stores.
2. Receive the card no. And point
balance on the go
3. Points never expire
4. Special birthday discounts
1. PAYBACK CARD - points added or
redeemed on every transaction.
2. Savings club - 10% discount on every
bill, applicable on selective stores.
3. Profit club - get benefit of Rs.1000 or
2000 at the end of the cycle.
4. Future pay wallet- exclusive
cashbacks, price match and other
offers.
Comparative Analysis - Competitors
22. STRENGTHS WEAKNESSES
THREATS OPPORTUNITIES
1. Limited personalized offers or
benefits, Eg: Savings club
2. The benefits and offers available
with a Savings club card can only be
availed in a store where BBSC is
enrolled
1. Growing awareness and brand
consciousness about Future pay
Wallet app
2. Personalized Cross- selling and Up -
selling of products
3. Creating Different/Premium
segments with more benefits
4. Offers on most sought-after goods,
Eg: Mobile phones
1. Attractive promotional offers to attract
customer through discounts, sales,
Exchange offers etc.
2. Good branding and advertising focused
on providing the lowest-priced products
attract majority of the customers
3. Payback usable at other brand
online/offline stores to add points, Eg:
BookMyShow, Flight bookings
1. Strong competition from domestic
players
2. Big Data, AI & Machine Learning
3. Growing technology and online
markets can severely affect the
market share
MARKETS
SWOT Analysis (Future group Loyalty Programs)
23. Low income
segment
Middle class
segment
Upper (luxury)
segment
Value-for-money goods with
discounts and promotional offers
Wide variety of goods in almost all
categories. Eg, fashion, electronics,
child care etc.
Segmentation PositioningTarget segments
Price conscious
customer base
with the touch of
“indianness”
Big Bazaar - Market Strategy
Limited/ Upcoming products
24. Providing the ultimate sense of touch and feel for satisfaction
Market development in almost all the parts of India
Present in prime location having focus on working people
Maintained sustainability in the market with HDLP strategy
Hafte Ka Sabse Sasta Din
The Great Exchange Offer
HDLP- Har Din Lowest Price
Big Bazaar - USP & Point of Differentiation
25. Product Category Preferred
Baby Products,
2% Clothes, 2%
Groceries,
47%
Dairy Products,
2%
Home products,
4%
Whole basket
of goods, 44%
85%
Mulund
Groceries and
Daily use items
93%
Matunga
Whole Basket of goods
95%
Vile Parle
Groceries and
Daily use items
81%
Kandivali
Whole Basket of goods
87%
Goregaon
Whole Basket of goods
26. Analysis of Survey Data
Pain Points / Gaps
Loyalty Customers
- An Overview
Recommendations
Road to the Findings
27. TOP DRIVERS OF
CUSTOMER SATISFACTION
Whether participating
in the loyalty program
is an enjoyable
experience
Whether the
loyalty program
meet their needs
Did not have any issues
Program rewards/benefits appealing
Loyalty Satisfaction & Engagement
HAPPY,
WOULD RECOMMEND IT
35%
LOYALTY CUSTOMERS
33%
SATISFIED,
WILL CONTINUE USING
62%
28. A
C
D
B
Website and social media
promotions focused on the
benefits and usage
Promoting the benefits and
exclusive offers applicable for
loyalty customers only
Identifying the products that are
sold most and least to use their
stack as promotional space
In-store signage at spaces with
more visibility
SALES
IN STORE PROMOTION
DIGITAL MARKETING
VISUAL
MERCHANDISING
Creating
awareness to
get new
customers
Engaging
enrolled
customers
KEY STRATEGY
TO PROMOTE LOYALTY PROGRAM
Recommendations
Increasing Awareness
29. Personalized communication to the loyalty
customers, with their store geolocation and
relevant offers
Eg: “Exclusively for You”, “available at
Mulund BB store”
01
Creating digital platforms for customers to
share their reviews and experiences about
loyalty usage
Eg: Blogging - Influencers/ Positive online PR
and FB page for Payback users
02
Promoting the loyalty programs and their benefits as a
whole, on Social media and other digital platforms
Eg: Promoting Future Pay instead of
Offers availed on Future Pay
03
04
Explaining about loyalty program on website-
points redemption, availing benefits in
customers’ perspective
Recommendations
Digital Marketing
30. Profit generating units
Promotional signage at fast moving
products stack to cross-sell/ up-sell
Eg: Signage on Shampoos, Rice
(High-demand goods on non-offer
days also)
Image enhancement
focused on in-store signage
Eg: Adding Future Pay
signage, Store-specific
promotional strategies,
Using TV for loyalty
promotions
Trendy promotions for loyalty
customers
fbb oriented, in line with the
brand image
Eg: focus on fashion conscious
customers
Excitement creation/gamification
focused on promotional events
both online & offline
Eg: Young Elders Day on Thursday
Recommendations
Sales, In-store Promotions & Visual Merchandising
31. Recommendations
Others
Guidance to use Future Pay wallet
Clarity in using the wallet, loading
money, OTP generation
Training of Store Personnel
Keeping all the store personnel informed
about loyalty benefits
Eg: Awareness about single tender bill for
Profit club for more than Rs.1000
shopping
Creating Different/ Premium segments
with more benefits to increase loyalty
customer visit frequency
Eg: Profit club Premium/ Gold/ Silver
Creating a need for Loyalty
customers to visit more
Eg: Need for Profit club members to visit
at least once in a month to avail the offer
Clarity on Terms & Conditions
on offers availed and benefits for loyalty
customers, including the updates
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
Major objectives taken for the consumer research about loyalty programs:
Aligning with Future group’s vision for 2021 - to achieve one lakh crore revenue business, the objectives chosen were:
To understand the customers’ awareness and perception about different loyalty programs by Future group
To improvise the customer experience for existing loyalty programs
To increase the number of loyalty customers for Big Bazaar
To increase the existing loyalty customers’ share of wallet for our loyalty programs
