How Big Bazaar has kept its Sabse Saste Din relevant amid growing challenges

Everyone loves a good sale – clinching good bargains, winning free gifts, getting the desired products at the lowest price – and everyone goes home happy – both consumers and marketers. In fact, fabulous discount and free offers have become some of the most powerful marketing tools.

While earlier there were some fixed periods during the year when one could avail of good discounts, such as the festive period, but today, thanks to e-commerce, sale periods run throughout the year, mostly coinciding with some festival or the other, or seasonal sales such as spring, winter and summer, or even around national occasions such as Republic Day and Independence Day.

Over the years, brands have created their own sales properties and ran promotion blitzkrieg to ensure maximum buzz. Come Republic Day and Big Bazaar becomes active with perhaps the first mega sales period of the year with its Sabse Saste Din property. For the last 16 years, Big Bazaar has created and built this strong property and its association with Republic Day every year to announce their promotional sale at a national level at all their outlets.

Over the years, Sabse Saste Din has drawn huge crowds with deep discounts and attractive offers on various products ranging from groceries to household goods, electronic products, food, clothes and much more.

Many customers eagerly look forward to the Sabse Saste Din sale period to stock up on their household staples in bulk purchases at the beginning of the year. Every new Sabse Saste Din sale is built and created on insights and learnings from the previous ones, thus giving the customer an enhanced experience year on year.

Sabse Saste Din has changed and grown every year for the past decade. The only thing that hasn’t changed is its ability to still attract and delight the Indian customers, despite the various e-commerce sale periods held throughout the year. Every year, just a few days before the Republic Day, this sale frenzy grabs the nation.

Needless to say, holding such kind of sale and maintaining the momentum year after year is a mammoth challenge, especially in the pandemic period when people have minimised their outings and are avoiding crowded places such as supermarkets. Another challenge for Big Bazaar is to make the sale fascinating experience and rewarding for the customers year after year, especially with the growing competition from e-commerce players.