Big Bazaar:
RedefiningThe Beauty Zone
The project aimed to transform the customer's beauty shopping experience at Big Bazar stores by taking a comprehensive product and system approach. The objective was to identify and address problem areas from store entry to checkout, ultimately creating an inclusive beauty destination through innovative solutions
SWOT Analysis of The Beauty Zone
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Strengths
Big Bazaar excels in offering a wide range of high-quality beauty products and well-known brands. Its reputation as a one-stop destination attracts a diverse customer base
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Weaknesses
Challenges include limited space, inadequate promotions, unprofessional staff behavior, unplanned placement within the store, and falling behind trends
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Opportunities
Beauty Bazaar can grow by attracting customers from other sections, implementing better promotions, improving staff-customer relationships, and staying updated with trends
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Threats
Big Bazaar's beauty zone faces threats due to customer priorities centered around essential items and intense competition within the beauty market
Shopper’s Path & Stopping Sequence
After closely observing the diverse range of shoppers at our testimonial store in Ghatkopar, Mumbai, we identified two primary paths taken by customers who interacted with the beauty center.
The first group comprises those who visit for groceries and homecare products, while the second group consists of shoppers looking for basic fashion items.
Interestingly, analysis of data from Receipt POS systems reveals that a significant portion of beauty product purchasers also had fashion, personal care, or home care items in their baskets.
Consumer Survey
By conducting surveys with approximately 70 beauty buyers both in and out of the store, we gained valuable insights into their purchase frequency, motivations, preferred locations, and product preferences. This hands-on approach significantly enhanced our understanding of consumer behavior and mindset, providing us with actionable data to inform strategic decision-making
Considering the consumer decision process and the outlined opportunities, the solution was structured into
four channels of work:
NEED RECOGNITION
PROMOTIONS
help customers know about the beauty center in Big Bazaar and find their way to the zone
SEARCH FOR INFORMATION
SPACE REDESIGN
aims to create an appealing environment for customers, making it easier for them to navigate, compare products, & find what they're looking for
EVALUATION OF ALTERNATIVES
EMPLOYEE ENGAGEMENT
ensures that customers receive the essential product knowledge and helpful suggestions they need to make informed purchase decisions
PURCHASE DECISION
FEEDBACK
involves tracking sales generated and analyzing details about the brands and products performing well through POS systems
POST PURCHASE EVALUATION
PROMOTIONS
WINDOW DISPLAY
CROSS MERCHANDISING
WINDOW DISPLAY
Our goal was to showcase the variety of beauty products available during the spring season through window displays at Big Bazaar. We aimed to create a unique "Glam Spring" theme using a stained glass facade. This display would illustrate how each product is available in multiple colors and varieties, mirroring the vibrant diversity of the spring season
CROSS MERCHANDISING
In a world where beauty holds significance and aesthetics are valued, mirrors have become a central element. It's safe to say that Mirrors Hold Power. To leverage this, eye-catching posters are strategically placed on mirrors throughout the store, promoting products relevant to each zone where the mirrors are located. Given that many female buyers pause at mirrors, there's arguably no better location for these promotional materials
Kohl ad near Sunglasses
Pedicure set next to footwear
Lipsticks outside Trial rooms to complete the look
SPACE DESIGN
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Current Layout
The space behind the counter was cluttered and lacked visual appeal, failing to attract customers. Additionally, it consumed a significant amount of space for beauty advisors, disrupting the overall cohesive look and feel of the area
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Proposed Layout
This layout encourages customers to freely explore, try on, and evaluate products independently due to the distinct zoning arrangements
EMPLOYEE ENGAGEMENT
Employee engagement involves deriving personal satisfaction from assisting customers and exceeding expectations, caring about their success individually and as part of a team, and fostering an emotional connection with the organization and brand.
An engaged beauty advisor is crucial in crafting a seamless customer experience that boosts conversion rates and basket size.
This can be achieved by providing store associates with the necessary tools and technology to dedicate more time to customers, rethinking training methods, and motivating them with meaningful incentives.
