Big Bazaar: An Indian Retail Chain's Customer Loyalty Initiatives

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG275 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Brand Management / Marketing Communication / Ambush Marketing
Case Length : 16 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Big Bazaar ,
Industry : Retail
Countries : India


This case is about the customer loyalty initiatives at Big Bazaar, one of the largest retail chains in India. To maintain a loyal customer base, Big Bazaar came out with several promotional and loyalty programs which offered special discounts and rewards to customers. The hypermarket chain offered a host of value-added services to its customers and set a new level of standard in price, quality, convenience, and service. The case provides an overview of the different customer loyalty initiatives launched by Big Bazaar and their features.

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It also discusses the different loyalty cards introduced by Big Bazaar in association with ICICI Bank. The case concludes with a question on whether customer loyalty programs affect the purchase decision of customers and the challenges that Big Bazaar has to face in maintaining and extending customer loyalty at a time when the Indian consumer is spoilt for choices. This case is aimed at MBA/MS level students as part of the Retail Management/ Consumer Behavior/ Brand Management curriculum.


The case will help the students:
Understand the importance of customer loyalty, particularly in the retail industry.
Study the different customer loyalty programs initiated by Big Bazaar.
Understand the role of co-branded credits cards in customer loyalty programs
Understand the concept of customer relationship management
Explore strategies that Big Bazaar can adopt in the future to increase customer loyalty


  Page No.
Introduction 1
Indian Retail Sector 2
About Big Bazaar 3
Customer Loyalty Initiatives 4
Wednesday Bazaar 5
Maha Savings Day 5
The Great Exchange Offer 6
Loyalty Card Programs 6
T24 7
Looking Ahead 7


Customer loyalty, Customer satisfaction, Customer relationship management, Customer loyalty program, Indian, consumer, Consumer Behavior, Promotion,Price,Quality, Convenience, Service, Value-Added Services, Loyalty Cards, Retail industry, Hypermarket chain, Big Bazaar


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