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Big Bazaar Direct partners with Oxigen to sell products offline


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Big Bazaar Direct, the ecommerce arm of retail provider big Bazaar, has tied up with Oxigen to let Oxigen’s retailers sell goods from Big Bazaar Direct through Oxigen’s platform at physical stores. Oxigen claims to have 200,000 retailers on its platform and 150 million customers transacting for mobile/DTH recharges, utility payments and money transfer among others, on the website in real time.

Oxigen’s retailers will not need to invest in stock or have space for products, since they’ll be delivered by Big Bazaar Direct to users’ homes or retail points. Users of Oxigen can buy online and pay by cash over the counter for the orders. It will also boost footfall for Oxigen retailers, earn higher commissions and get rewards through the program, according to the press statement. Whereas consumers will get rewards in the form of Big Bazaar Direct wallet through promotions.

Co-branded login for Oxigen retailers
For Big Bazaar, the partnership will strengthen its reach and network through Oxigen’s retailers. The Future Group, which owns Big Bazaar, has 10 million sq ft of warehousing space and a supply chain which claims to serve 20,000 pin codes across the country. Both will offer a co-branded website login for Oxigen retailers and list the products, and customers will be able to pay by cash or Oxigen wallet.

Future Group launched Big Bazaar Direct in August 2014  where customers of Big Bazaar’s franchisees would be able to purchase products directly via the website, and listed mobiles, electronics, appliances, fashion, home & living, kitchen & dining and luggage & travel products. In October 2014, it formed a strategic alliance to sell its products on Amazon’s India marketplace, and in September 2014, the platform tied up with omni-commerce technology solutions provider hybris software, a SAP company, to converge its digital and physical channels.

Oxigen hived the wallet business into Phi Enterprises
Oxigen claims to have processed over 2 billion transactions to date, and has a current transaction volume rate of 600 million per year. The company claims to have 13 million registered wallet users. In November 2015, Oxigen Services said that it would be hiving off its online businesses, which includes its digital wallet, into a separate entity known as Phi Enterprises. At that time, Oxigen’s deputy managing director Sunil Kulkarni told MediaNama that the company had planned to de-merge the online business as part of its payments bank licence application.

Also read: Opening offline stores will supplement online m-commerce: BeaconStac report

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