How Big Bazaar is failing their loyal customers

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Big Bazaar, biggest hypermarket chain in India and has grown into tier - 2 cities besides being leading chain in metros. In the competitive retail world Big Bazaar keeps trying to innovate itself and comes up with always new type of offers for their customers many of which are successful and many are debunked by the customers. 

Big Bazaar is recently promoting an offer in their stores. This states 2000 INR Monthly cash/bonus vouchers with minimum purchase of INR 2500. Obviously this looks very attractive to the customers who visit the stores but is it really attractive or just a trap. Big Bazaar will definitely see higher footfalls and high spend due to this so called attractive offer. But is it good for Big Bazaar in long term...?
Booklet front page
Lets dig deeper and try to find out whether the offer is attractive for the customers. The pair of words cash/bonus voucher is completely misleading. Customers think they will get voucher worth 2000 INR which they can redeem during valid period. But its not like that.  Customers get a booklet of 31 voucher which can be redeemed against 31 different products. Out of 31 voucher 8 vouchers are for free product which ranges from INR 23 to INR 69. These vouchers are applicable to specific products. There are multiple conditions which makes customer feel like cheated.   Remaining 23 vouchers are basically discount coupon for different products which can used only on specific product for which the voucher is issued.
Inside booklet
Please see the terms and condition on the backside of each voucher. There are two conditions which are very intriguing for me. Condition number 2 and condition number 7 are created so that no customer can redeem all the vouchers. 
Terms and Condition for redeeming
Condition 2 says that vouchers can be redeemed on single bill purchase only. What does it mean? Obviously customer will have single bill. Customers find it difficult to get multiple bills.
Condition 7 says voucher can not be clubbed with any other promotional offers. There are 31 vouchers so customers can not club two vouchers. Customer is not going buy 31 times in period of 9th-31st of any month. 

These conditions makes fill a loyal customer cheated who has been grocery shopping form the same store for many years. They promote their ridiculous offer presenting it very attractive but are not. They draw footfalls into the store and customer spends more to get these vouchers which are of no use for them.
In the era of high competition and cutting edge big data technology  Big Bazaar should utilise its rich customer data for personalised offers not just sell using vanilla offers. 
Big Bazaar can use the transaction data from customer in their stores to analyse the customers spending behaviour and also use the data from payback cards to analyse spends in other network. Identify patterns of customer redeeming payback points etc. There are lot to do and make your customer feel and grow your loyal customer base.

thanks and regards
Lokendra Kumar Devangan

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