- Meenakshi Kumar |
Accessory brand Baggit is chalking out expansion plans in Tier III and IV cities across India. As of now, it has 52 exclusive brand outlets and 1,000 multi-brand and large format stores across the country. The 30-year-old brand with an annual revenue of Rs 100 crores and is now aiming for double-digit growth by investing in digital and omni-channel marketing and introducing new product segments.
Other than marketing, customer relationship management is one of the important activities that the brand does to understand customer preferences, create awareness and engagement. Baggit did a soft launch of CRM in 2018, and is simultaneously preparing for its integration in existing systems and raising the service quality. A loyalty program will be launched in fiscal 2019-20. The brand ambassador is Shraddha Kapoor.
For its sub-brand gg, Baggit has kept prices low, considering the younger generation. The next big marketing strategy is using AI, to analyse the huge customer data in order to understand the product and the customers and to elevate their experience across the value chain. Baggit opened an outlet in Dubai in partnership with Landmark and the target is to expand there in future.