Sabse Saste Char Din: A big deal

The concept of ‘Sabse Saste Din’ has evolved into what is possibly the best known shopping event in the country. It has become an occasion where customers try out new products. The event has enabled customers to fulfill their aspirations for different products because of the great prices offered. It’s not just the consumers making the most of this shopping fiesta; it is learnt that the retail behind the event, Pantaloon Retail India makes enough moolah from the endeavour.  

The figures
Pantaloon Retail India Limited achieved revenues of Rs 240 crore from their Big Bazaar outlets during ‘Sabse Saste Char Din offer’ that lasted for four days this year. Additionally, the company did Rs 16 crore business through standalone Food Bazaars. “Last year we had done a little over Rs 170 crore business, and our target for this year was Rs 210 crore, we exceeded that,” says Atul Takle, Head – Corporate Communications, Pantaloon Retail India Limited. 

This year the company recorded more than 60 lakh footfalls during the event. 
Last year it sold close to 175,000 shirts; 37,000 jeans; 36,000 sarees; 22,000 food combos, and the event attracted more than 55 lakh customers. A few years back 80,000 DVD players were sold over three days at Big Bazaar outlets.

“The revenues achieved are a testimony to what customers feel about our offerings. We have created multiple occasions for shoppers to feel good and we will continue with these,” avers Takle.
 
The concept
The first Sabse Sasta Din was organised on January 26, 2006. This time it was a four day event-Sabse Saste Char Din and revolved around the Republic Day. It went on from January 23 –26, 2010. “We also considered including weekends this time, so that shoppers could take maximum advantage of the great offers. That is why this time it went on for four days,” shares Mr. Takle. 

This was the fifth edition of the event. Central Bank of India sponsored this event. “This is the first time ever that any organisation has sponsored an event like this, which testifies the success of Sabse Saste Din,” says Takle. 

The offer was launched pan India across 120 Big Bazaars stores in over 70 cities. The promotions were conducted across the nation. Visual merchandise used at various Big Bazaar outlets was in sync and the offers on national brands were launched across the country.  

As per Takle, the idea behind the Sabse Saste Din concept is to offer customers at least 300-400 SKUs at the cheapest price. These SKU’s are spread across all product categories, with at least seven to eight categories being the price warriors. “The seven to eight categories are decided on by our study of customer buying behaviour, and trends. This year, the categories included consumer electronics, food, general merchandise, apparel etc,” reveals Takle.

The tact behind the figure
To organise an event on a big scale like this, retailers prepare in advance and ensure that they do not run out of stock. Planning in advance gives time to vendor partners to prepare their production schedules to cater to the demand. In fact, many vendor partners have started using such events to launch new products. Retailers are able to offer cheaper prices because they buy in large quantities. The special prices ensure that they offer everything “Sabse Sasta” in many categories.

“We start discussions with manufacturers/ vendors more than six months before the event, so that there is enough time to manufacture and there is a continuous supply to us in large quantities. The bulk buying also helps us to get these products at the cheapest possible prices. The Olympus camera offer was one such offer from us during the ‘Sabse Saste 4 Din’ period, this year,” says Takle. 

“We built up ‘January 26’ as a shopping day more than five years back. Today every retailer has followed our example and is announcing promotions to coincide with the day. Obviously the excitement generated by the promotion ensures greater top lines as well as increased footfalls. Any promotion is designed to achieve these goals,” affirms Takle. He further added, “We ensured that for the main offers, we had adequate stocks and there was no shortfall.”

Before venturing, the retailer observes buyers’ behaviour, and it is through this they gained insight into trends, and products which satisfy customer aspirations; and utilised the insight to maximise gain. 

Facts about the figure
Sabse Saste Din is an event, which has created just another occasion of shopping for consumers. It is a time when overall consumption increases with offers like the food combo. “Normally Indian customers buy in large numbers during the festive season or during the wedding season. Thanks to the Sabse Saste Din, consumers are now buying even during other times,” quips Takle. 

Consumers purchase during these days because it is a big opportunity for gifting. They purchase multiple units of an item so that they can also gift to others. Looking at the tremendous response received from the consumers the retailer makes necessary arrangements to ensure a smooth and trouble free shopping experience for its consumers. Additional security arrangements are made, crowd control measures are taken, drinking water and first aid facilities are provided every time the shopping festival is held.