MIA: Point of Sale Assessment – Building a Point of Sale Map

Background

MIA is expanding its chain of stores selling suitcases, backpacks, and bags to new areas in Ho Chi Minh City.

The sales points have been deployed, but the results have not met expectations.
The problem isn't the product or the brand, it's... How to choose and exploit sales points.

The core issue

• The chosen area and route are not consistent with actual purchasing behavior.
• There is a lack of clear understanding of the target customers in each specific area.
• The sales points are not yet optimized in terms of Vision – Approach – Attraction
• Lack of survey data for evaluation and adjustment.
• There are no standardized criteria for scaling up.

The store is still operating, but hasn't fully exploited the potential of the location.

Target

• Re-evaluate the effectiveness of current sales outlets.
• Clarifying customer profiles and behaviors by region.
• Develop a set of criteria for selecting sales locations that can be applied long-term.
• Optimize brand identity to increase the ability to attract organic customers.

Site Plus deployment

• On-site surveys of stores that are not performing as expected.
• Framework-based evaluation 4T to identify the real "bottleneck"
• Conduct a survey of customer behavior in the area to clarify needs and travel habits.
• Proposals for optimizing store identity (OOH, visibility, accessibility)
• Build 2024 opening strategy based on actual data

Results achieved

• Clearly identify the reasons why the sales point is not performing well (not due to the business model).
• Adjusting the brand identity helps increase accessibility and attract visitors.
• Clarifying customer behavior by region → reducing impulsive store openings.“
• Establish criteria and a strategic framework for controlled expansion.

One unsuccessful sales point doesn't necessarily mean the business model is wrong.
But if you don't reassess properly, you'll keep repeating that mistake at the next point.