Marketing Ideas using Social Media

Different ideas in using social media platforms' functionality to promote your products.

Future Group, the operator of retail stores including Big Bazaar and Easyday, is using social networking platform Twitter twice a month to offer selected products at a discount that will be set depending on the number of times its announcement is retweeted, reports Economic Times. The #DecideYourPrice initiative on Twitter will take place on alternate Thursdays. 

The group will feature a branded product at 6 pm and every time the announcement is retweeted until 10 pm that day, the price of the product will drop by Rs 1. Once the lowest price is established, the product will be offered at that price to all customers at Big Bazaar stores across the country on the following Saturday and Sunday. “Till now we have done two rounds and the response has been encouraging,” said Pawan Sarda, group head-digital at Future Group India, whose team came up with this idea.

The discount is on the selling price of the product in the store and not on the maximum retail price, Sarda said. The company sets a limit on the discount that can be offered. During the first such sale in December, a laptop bag worth Rs 1,999 that was offered in Big Bazaar stores at Rs 999 was finally sold at Rs 403 on Saturday and Sunday. 

Big Bazaar sold 10,000 bags on those two days compared with about 250 bags during the week. The second offer saw increased participation from a younger audience because the product was a pair of denim jeans, the cost of which went down to Rs 894 from Rs 1,399 after the retweets by consumers. “This kind of event helps us engage with our audiences. That’s where this platform gives us an opportunity,” said Sarda. The official Twitter handle of Big Bazaar has about 67,500 followers currently.

Kishore Biyani-led Future Group may extend the initiative to its other retail properties as well. The company has come up with sales and discount offers to counter ecommerce companies. Future Lifestyle recently held a three-day sale at Brand Factory, where customers could shop for Rs 4,000 by paying Rs 2,000 and get additional goodies and gift vouchers for Rs 2,000 more. The event generated more than Rs 100 crore for the company.


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