Background
30Shine is launching a new store model in new areas of Ho Chi Minh City.
Problem
- The new sales outlets have not met expectations.
- The appropriate area and route have not been identified.
- We don't yet fully understand customer behavior in each region.
- There is a risk of internal competition between nearby stores.
Lack of market data and benchmarks for expansion.
Target
- Reassess the potential of existing stores.
- Understanding customer behavior in each region.
- Control the influence between stores.
- Develop criteria and open-point maps.
- Optimize brand recognition to increase accessibility.
Site Plus deployment
- Conduct a site survey of the newly opened area at Binh Tan District
- Survey and analysis 2 stores in District 7 to assess the impact on revenue when placed next to each other.
- Research competitors and customer behavior by region.
- Develop criteria for selecting sales locations.
- Area and route prioritization mapping (2023)
- Proposed optimal identification OOH (Out-of-Home Advertising)
Result
- Clarifying the potential and specific characteristics of each area (Binh Tan, District 7)
- Determine the level of influence between nearby stores.
- Adjusting OOH branding helps increase customer reach.
- Build a data foundation and criteria for controlled scaling.
Opening more stores doesn't strengthen the system without controlling the area.
Effective point-of-sale strategies and proper brand recognition help optimize revenue at each location and across the entire system.
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