Supermarket chain Big Bazaar has partnered with Google to increase footfall in the store through more targeted advertising. The company has a product called Smart Search where anyone who searches for anything with Big Bazaar on Google is offered coupons redeemable in offline stores across India.
Big Bazaar will provide the coupons on the first weekend of the month. The company added that 1,80,000 discount coupons were distributed against each Google search in three days, which saw an increase of more than 30,000 people visiting the Big Bazaar stores. “This new segment of customers’ basket size is double as in comparison to a regular Big Bazaar customer with a good mix of fashion category even though usual industry trend of the first week of month shopping is on food and groceries,” the company said in a press note.
Speaking to MediaNama, Pawan Sarda, head of digital at Future Group, said “We went back to data to see how many people are looking for Big Bazaar and different categories which we sell in our store. It gives us the potential for us to convert some of them into the store. If someone is searching for Big Bazaar, potentially they might be coming to the store and which can convert to sales,” he added. Sarda added that Google owns the keywords for the search and will target customers specifically for Big Bazaar to send the coupons to them.
MediaCom is the digital agency which is allowing Big Bazaar to target users for these coupons.
Google’s offline play
Note that Google is increasing its efforts to give marketers new tools for offline stores. In May, Google launched service for marketers where it would provide information to advertisers on card purchases in physical stores and link them to an online profile of the user in the United States. The company mentioned that it has third-party partnerships, which could capture approximately 70% of credit and debit card transactions in the United States.
Though Google did not provide more information on how it collected the card information, this would allow marketers to measure in-store revenue along with store visits. Businesses can then show more relevant and targeted ads on Search results. If the business collects email information at the point of sale for their loyalty programme, the business can add transactions into Google AdWords or through a third-party partner to show more targeted advertising.