Baggit plans aggressive digital marketing push to ensure double-digit growth, to launch stores in tier III and IV towns

Baggit is going on an aggressive digital and omni-channel marketing spree to expand its footprint across the country.

The brand has lined up several new launches along with a sub-brand to appeal to a larger consumer base. The company has also revamped its website to increase its online sales.

The 30-year-old brand has a revenue of Rs 100 crore and is now aiming a double-digit growth by investing largely on digital and omni-channel marketing and by introducing new product segments.

At present, Baggit holds 52 exclusive brand outlets with 1,000+ retail outlets through multi-brand and large format stores across the country. The Indian accessory brand now plans to expand its reach to tier III and IV cities.

Nina Lekhi

In an interaction with BestMediaInfo.com, Nina Lekhi, MD and Chief Design Curator, Baggit, said, “For the year 2019-20, we are keen towards investing on marketing and expansion. We are also focusing on the product reengineering and coming up with merchandise for the younger audience, with lower MRPs even while the raw material costs are going up.”

The brand’s marketing investment went above the line with the launch of its #PutItOnTheTable campaign last year. For the current year, Baggit plans to launch campaigns on the sub-brand ‘gg’.

Other than marketing, customer relationship management is one of the important activities that the brand does to understand customer preferences, create awareness and engagement.

“We had done a soft launch of CRM in 2018, and are simultaneously preparing for its integration in our existing systems and raising the service quality. We have got a huge response from the end consumers in terms of frequency of visits and have seen positive growth in basket sizes. We will launch our loyalty programme in FY 19-20,” Lekhi added.

For its sub-brand ‘gg’, the brand has kept the prices low, considering the younger generation.

According to Lekhi, “Digital and new-age marketing mediums are equally important mediums for product marketing.”

The next big marketing strategy for the company is AI marketing, to analyse the huge customer data in order to understand the product and the customers and to elevate their experience across the value chain.

Speaking about the website’s revamp, Lekhi said, “It will help us in increasing the sales numbers, enhance the customer experience and also in reaching to the smallest towns of India.”

The company has also launched its brand outlet in Dubai partnering with the Landmark group and targets to focus on expanding there in coming years.

According to Lekhi, “Collaboration in business is very important to be a successful brand. Today bloggers, influencers or celebrity engagement activities help us in building engagement with the existing consumer base and also to reach out to a new set of consumers. Fashion keeps on changing and influencers help us to reach out to their respective communities in an authentic way and hence we regularly do such engagements. Our brand ambassador Shraddha Kapoor has made the campaign #PutItOnTheTable more important and relevant by lending her voice to the campaign.”

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