| |
Future Group - with a vision to deliver Everything, Everywhere, Everytime for Every Indian Consumer in the most profitable
manner - is a pioneer in Indian Retail industry. Led by its flagship enterprise, Pantaloon Retail, the group operates
over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India.
Big Bazaar, a uniquely Indian hypermarket chain, is known for offering products at competitive prices. The chain has
many firsts to its credit - starting from Indianising merchandising and 'kirana-retail' format in a hypermarket. In a
short span of 7 years, it opened its 100th store, marking the fastest ever organic expansion of a hypermarket.
As other firsts to Indian retail, Big Bazaar came up with the idea of "Sabse Sasta Din"- Guaranteed lowest prices for
any products on particular day of the week - so that maximum number of people come, see, and get the best
possible bargain for products.
True to its vision, Future Group constantly explores different channels to reach and serve its customers better. In this
regard, as part of its market innovation program, the Group undertakes various prototype initiatives to test new
channels and resultant customer behaviour. Reaching out to consumers during the Sabse Sasta Din ('SSD')
event through a mobile platform was one such channel prototyping initiative.
Big Bazaar wanted to increase store traffic during the SSD event by running a campaign on mobile platforms.
And true to its "Indianness" Big Bazaar wanted the mobile search to be made in vernacular SMS lingo. The business
need had three elements - using SMS based search engine, allowing for Vernacular-English search words, results
to be optimized for mobile phones (small-screen, low attention span). Reverie provided an end to end solution
on mobile platform that allowed its customers to search, buy and make payments through mobile.
Big Bazaar's customers could search the product sending an SMS typed in Vernacular-English, and the search engine
would revert with the top 3 deals. Reverie’s team developed an intelligent search tuned to Big Bazaar’s offerings.
This search could find out products even if they were misspelt ('kamera' for 'camera') or used abbreviations
("wshng mchn", "jpn mxr grnd"). An interactive session was incorporated wherein a customer could ask
for products through simple SMS. A 10-digit number was provided for sending/receiving SMS.
Overall, it was a satisfying experience for Big Bazaar - Sabse Sasta Din , with a few learnings and unique insights
as a take away.
Future Group is satisfied with Reverie's understanding of mobile platform and their ability to tune the search engine.
As a Group, we seek more innovations from Reverie, and wish them good luck in their endeavours.
- Ashni Biyani,
Future Group
"It was indeed a fantastic experience working with Reverie Technologies in the making of Bhagvad Gita and
my
personal
Yoga Guru.The team work at Reverie in executing each of our requirements, the personal care,
dedication and enthusiasm
shown to us by Vivek and Arvind is truly appreciated. It has been a pleasure
and honour to work with Reverie, who
understand our requirement and deliver a value added service
that enhances our product value which is commendable...
V.CHANDRASHEKAR
PRAGNYA
|
