Big Bazaar Gen Nxt
Owing to a rapidly evolving target audience, Future Group created a premium avatar ‘Big Bazaar Gen Nxt' focused towards the millennial generation. Keeping alive the ‘seva’ philosophy of the brand, they intended to create an additional layer of services for the demanding millennial shoppers.
Role : Research and Insights // Service Design Lead // Brand Design
Team : Nidhi Issac (Ex Design Director) // Sameer Shitoot (Ex Space Designer and Architect) Satbir Singh Saluja (Space Designer)
@Idiom Design and Consulting Pvt Ltd
How can we address our user’s unarticulated needs and desires, bring in delight into a retail experience?
Knowledge and experience of various multi channel shopping opportunities have given shoppers an experience of being in absolute control.
Makes one wonder, what is it that people drive out into traffic and step into packed aisles and long queues. What is it that makes Big Bazaar worth the visit?
People and motivation
Why they shop (in-store)
For urban folk and youth of today, driving out to shop is slowly transforming into an essentially emotional activity!
To see, hear, feel, touch, smell, taste, watch, talk, discover, interact, know, emote, share a multi-sensorial, a multi-emotional shopping experience.
Human Quotient
Social quotient
Discovery quotient
Fulfilment quotient
The Millennial Shoppers
The Planners
Want to locate things fast, to decide fast, with minimal distractions, ease of movement!
The Explorers
Want to be undisturbed unless required, access info and new products, do test / trials.
The Investigators
Want to compare products, access information & services with easy navigation!
The Browsers
Want to be undisturbed and take time, tests and trials, access to info on products / services
Joy of Shopping = Engagement + Assurance + Excitement + Empowerment + Meaningfulness
User Journeys
This particular journey focuses on the process as well as pain points and emotional flows of a user buying carrots for a salad. It covers the ‘what happens before and after the core experience’ and ‘interaction with other services and providers.’
The journeys revealed some deeply felt issues and opportunities which were mapped. The exercise resulted in unique service ideas each of which was detailed out using our service framework. These services were categorized into two types:
We Would Love to Help You : Services which emphasize BB Gen Nxt’s promise of better customer service
Help Us Help You : Inclusive services which exhort the user’s to help better the store’s experience
Design Impact : 9 out of 36 service ideas piloted in Delhi and Mumbai
Sit down billing transformed the painful experience of ‘standing in the queue’ into a comfortable and exciting lounge experience
One of the key services added was the Sit down billing experience. It came from one of the key pain points of any retail experiences – long queues at the point of billing. We designed a ‘sit down lounge’ where customers can relax while the billing is taken care of.
However rather than just relieving pain, we added aspects of comfort and excitement, where consumers could try what’s new in the store!
Sit Down Billing Area Plan
Sit Down Billing Journey
Other services that were piloted include the ‘ping for assistance’, ‘faulty trolley bay’, ‘damaged produce baskets’, ‘return baskets’, ‘like button’ among others!
Damaged
Shopping Carts
The customers will help them serve better by sorting out damaged shopping carts / baskets (if any) they come across.
Damaged Produce + Fresh Stock Alerts
The customers will help them serve better by sorting out (if any) damaged produce they come across.
PUDO!! Pick up and drop at home!
Ping for Assistance
Whenever the user needs it, wherever the user needs it! Shopping assistance on call at key locations.
Try New Stuff!
Indulge your senses and sample out exciting products!
Return Products
Users can return any product if they have change of mind due to any given reason.
