Hafte Ka Sabse Sasta Din, a marketing strategy used by Retail chains to attract more customers to their stores. This is to increase the sale of the store during weekday also. Sabse Sasta din- the best bargain day for Shopping- this concept was started by Shoprite, one of the main retail companies in South Africa. This concept was carried in India also. But unfortunately they were not able to carry forward this successfully. This concept was then acquired by RPG group’s Spencer’s and the Future group’s Big Bazaar.On this day the retail stores offer heavy discounts.
Wednesday is promoted as Hafte ka Sabse Sasta Din. The reason to choose Wednesday for best bargain day is that majority of Indians don’t shop on this day of the week. Reports have suggested that on wednesday there are approximately twenty five percent footfalls as compared to weekends. Being middle day of the week, working women don’t visit stores. Major customers of these superstores are housewives. So if discounts are given, footfalls can be increased and that result into more sales for the store. Everyone wants to saves and wants value for money, so customers get fascinated by these promotions and tends to shop more to save.
For companies it’s all in volumes. They play on volume which compensate for the lower margins. In Big Bazaar on the day of Hafte Ka Sabse Sasta din, single store is able to sell 800 kgs of water melon. On a single day store is able to do business of more than 70-80 lakhs. Big Bazaar, in order to get more footfalls on Wednesday invite customers to there stores by sending door to door greetings and taking rally on roads, advertisements on radios etc. Retail chain offers different discount schemes and increase there ticket size by this. Merchandise Presentation is made to look attractive so that customers comes and buys .
As Big Bazaar Promotes Hafte Ka Sabse Sasta Din as Wednesday Bazaar, Spencer’s had launch ‘Hara bhara Wednesday’ scheme of offering discounts on vegetables.
According to some customers due to this concept they able to save around Rs 3,000- Rs 4000 a month which means a big amount so they prefer to shop on this day. And for companies it’s a big business day as they able to get volume sales during this day.
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