Live bands, fashion shows, merch bazaars, jam sessions and wellness challenges, shout-outs from leaders, doorstep cab services, fully stocked pantries and sleeping arrangements for those pulling all-nighters are now par for the course. Achieving strong sales numbers is critical this year as consumer demand remains subdued, prompting companies to roll out higher discounts and promotional offers in hopes of a consumption revival.
Maintaining high employee morale is key during busy periods to prevent employee burnout and improve productivity and customer service. Online festive sales, in terms of gross merchandise value (GMV), are expected to reach $12 billion this year, up 23% from last, according to data from market research company Datum Intelligence.
Aakriti Chandra, VP-HR at Flipkart, told ET that teams have dedicated months of planning to bring The Big Billion Days to life and initiatives are planned to recognise and appreciate their work and also give them opportunities to unwind, relax and rejuvenate.
Curated initiatives include wellness corners in the corporate office; expert-led wellness activities and challenges; fun leadership interactions; live music concerts and recreational activities, with ‘BBD Fansin-Chief’ appointed to capture all the action.
The company has had performances by Marian Brothers, Saroj Kashyap Collective, Kalatva and in-house band, Noiseters, while Geo+Mqube set the tone at the BBD kick-off event. At competitor Amazon India, a spokesperson said that prioritising employee engagement and well-being is key as their dedication and customer obsession during these times drives success.
“From cultural activities and theme days, leadership presence alongside the team, we celebrate milestones, give shout-outs from leaders, ensure availability of food and snacks, and 24-hour commute arrangements for those working late. Our approach ensures that each team member feels valued and connected,” the spokesperson said.
After the peak period, teams are encouraged to adopt ‘hush hours,’ allowing them to re-energise. Meesho has organised a festive feast for employees and also has the Merch Bazaar, for employees to shop from in-house designed merchandise.
“Meeting rooms are equipped with everything from tools and technology to snacks, energy drinks and bean bags, and our leadership team, including founders Vidit and Sanjeev, have been actively motivating teams,” said Ashish Kumar Singh, CHRO, Meesho. For the fourth year running, the company will give employees a nine-day reset and recharge break towards the end of October.
