Travelling to new heights

Modern India has been bitten by the Wanderlust bug. Family vacations are no longer a "Once-in-a-Year” event and Indians have become more specific about their travel needs. Living up to the customer's needs, Big Bazaar decided to take on a travel solutions based approach and create a one-stop destination for all kinds of travel needs. The Maheshwari store, one of the popular family centres, was ideal for flagging off this project.
 
In this store, the section (previously known as Luggage) has been rechristened Travel, and has been majorly revamped. The section has been divided into two portions -Outdoor travel and Daily travel. The outdoor travel section displays the trolley bags, duffle bags and airbags, while the daily travel section consists of the laptop bags, backpacks and school bags. Travel accessories have been given exclusive space. In addition to this, the capacity of the section has been increased by adding new fixtures and modifying the existing ones. A lot of emphasis has been placed on changing the aesthetics of the section. New headers have been put up, the planogram and price signage approach have been changed. A dynamic promo area has been incorporated to highlight the newly arrived products and new deals.

The overall visibility of the section has increased and the store has been able to put more number of SKU's on display which gives the customer a wider range of assortment to choose from. The separate identity given to travel accessories has made it more accessible to shoppers. Big Bazaar plans to replicate this concept in many of their stores in the coming months.

Vivek PN- Chief, Homeware and Luggage Category, Big Bazaar says "The revamp was planned, mainly to draw more attention to the Daily travel and Travel accessories available in our stores. So the existing section was divided to give a distinct identity to each of the travel solutions we offer.  In fact, post the luggage section revamp, the growth in impulse buys has been 25% more in Maheshwari, as compared to the rest of our stores.”

Another major change observed was that previously, any luggage-related purchasing was always done by the man of the house. But now, with the new section and assortment, it has been noted that college-going girls are visiting the section and picking out their college bags. Basically, the section is now targeting the younger generations.