Role of Innovation and Research for Designing Sales Promotion Strategies of Bhat-Bhateni Supermarket

Abstract

A study of sales promotion strategies of Bhat-Bhateni Supermarket & dept. Store Pvt. Ltd (BBSM), especially with its Butwal branch, within the scope of a changing retail industry in Nepal. Being the largest chain in Nepal since 1984, the Bhat-Bhateni Supermarkets still rely on traditional promotional techniques like seasonal discounts and price-oriented incentives. The study aims to analyze the effectiveness of such existing strategies and look into how new-age, data-driven marketing consisting of AI personalization and digital engagement can improve consumer interaction and contribute to better sales. This builds a conceptual framework that ties innovation and research with promotional strategy evaluation to explore into the emotional appeal and regret anticipation, as psychological drivers of consumer behavior and decision-making approaches in strategic marketing.

The study has four specific questions: current promotional practices, impacts of innovations, consumer research, and new strategies for growth identification. Mixed methods were employed, including a quantitative survey using stratified random customer sampling and qualitative interviews by purposively sampling BBSM marketing personnel. Internal records and industry reports create richness for analysis.

The findings show that although festive promotions, BOGO offers, and digital campaigns (especially mobile apps and social media) work best, they lack personalization. While BBSM has increased interaction on digital platforms, the absence of AI-powered promotional tools has minimized the benefits. The study concludes that the BBSM must combine technological innovations with personalized marketing strategies to create customer loyalty and competitive advantage. These findings are not only relevant to the forthcoming marketing campaigns of BBSM but are also a set of recommendations for other retailers in navigating Nepal’s dynamic retail.