Luggage and Bags

VIP Bags - Planning Store Expansion Using Precision Locational Data

Background

VIP Bags, a leading luggage and accessories brand, aimed to launch over 100 New Exclusive Brand Outlets (EBOs) across Tier 1 and Tier 2 cities in India. This expansion required more than just a generic rollout strategy—it demanded precise locational intelligence to identify areas with the highest growth potential and create a city-wise plan tailored to maximize sales growth and reach untapped markets.

The Challenge

The primary challenge for VIP Bags was accessing reliable and actionable location data. Most market insights available to brands rely heavily on population metrics, top-down approaches, or extrapolations from small sample sizes. These often fail to capture ground realities accurately, especially in a country where <5% population drives ~95% discretionary spends. For VIP Bags, it was essential to go beyond these conventional methods and adopt a data-driven approach that could identify high-growth areas and specific pincodes with concentrated buyer activity; while mapping it all against competitor presence. Additionally, with a large portfolio of existing stores, it was crucial to analyze their current locations to pinpoint underperforming areas and identify gaps in their presence.

Xpert's Solution

To address these challenges, Xpert utilized its extensive database of over 10M+ buyers and advanced locational analysis. By tracking more than 5 million buyers across 10,000 pincodes within 15 cities, Xpert analyzed buyer proximity, density, and competitor store placements to identify high-potential locations. The analysis focused on understanding residential clusters with the highest buyer activity while accounting for VIP Bags’ existing store presence. This strategy ensured that new store locations were chosen based on real buyer behavior and market potential, avoiding overlaps and maximizing reach.

Results

The locational intelligence provided by Xpert enabled VIP Bags to create a prioritized city rollout plan, ensuring structured expansion across multiple urban markets. High-concentration buyer zones and prominent residential clusters were identified as prime locations for new stores, allowing the brand to tap into dense buyer pockets effectively. The analysis also revealed strategic opportunities in areas where competitors had a strong presence but VIP Bags did not, empowering the brand to establish a foothold in untapped territories. Additionally, insights into low-potential zones within their existing portfolio can facilitate better allocation of resources for future growth.

Inferences & Insights

By leveraging these insights, VIP Bags can not only streamline its expansion strategy but also empower its sales teams with actionable data to make informed decisions, driving better outcomes for its ambitious growth plans.

Xpert's locational intelligence enabled VIP Bags to identify high-growth areas and strategically plan their expansion into Tier 1 and Tier 2 cities.