{"id":29,"date":"2026-04-22T22:23:18","date_gmt":"2026-04-22T15:23:18","guid":{"rendered":"http:\/\/localhost:8080\/?case_studies=chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia"},"modified":"2026-05-03T10:06:41","modified_gmt":"2026-05-03T03:06:41","slug":"chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia","status":"publish","type":"case_studies","link":"https:\/\/minhphan.vn\/en\/case-studies\/chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia\/","title":{"rendered":"MIA: Point of Sale Assessment \u2013 Building a Point of Sale Map"},"content":{"rendered":"<p><\/p>\n\n\n<h3 data-section-id=\"f9y6fu\" data-start=\"229\" data-end=\"243\">Background<\/h3>\n<p data-start=\"244\" data-end=\"329\">MIA m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng vali \u2013 balo \u2013 t\u00fai x\u00e1ch sang c\u00e1c khu v\u1ef1c m\u1edbi t\u1ea1i TP.HCM.<\/p>\n<p data-start=\"331\" data-end=\"492\">C\u00e1c \u0111i\u1ec3m b\u00e1n \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai, nh\u01b0ng k\u1ebft qu\u1ea3 ch\u01b0a \u0111\u1ea1t k\u1ef3 v\u1ecdng.<br data-start=\"395\" data-end=\"398\" \/>V\u1ea5n \u0111\u1ec1 kh\u00f4ng n\u1eb1m \u1edf s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 n\u1eb1m \u1edf <strong data-start=\"452\" data-end=\"491\">c\u00e1ch l\u1ef1a ch\u1ecdn v\u00e0 khai th\u00e1c \u0111i\u1ec3m b\u00e1n<\/strong>.<\/p>\n<h3 data-section-id=\"1l1quwt\" data-start=\"499\" data-end=\"519\">V\u1ea5n \u0111\u1ec1 c\u1ed1t l\u00f5i<\/h3>\n<ul data-start=\"521\" data-end=\"826\">\n<li data-section-id=\"1050l4g\" data-start=\"521\" data-end=\"594\">Ch\u1ecdn khu v\u1ef1c v\u00e0 tuy\u1ebfn \u0111\u01b0\u1eddng ch\u01b0a ph\u00f9 h\u1ee3p v\u1edbi h\u00e0nh vi mua h\u00e0ng th\u1ef1c t\u1ebf<\/li>\n<li data-section-id=\"j3lz6\" data-start=\"595\" data-end=\"655\">Ch\u01b0a hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau t\u1ea1i t\u1eebng khu v\u1ef1c c\u1ee5 th\u1ec3<\/li>\n<li data-section-id=\"d2fn9\" data-start=\"656\" data-end=\"730\">C\u00e1c \u0111i\u1ec3m b\u00e1n ch\u01b0a t\u1ed1i \u01b0u v\u1ec1 <strong data-start=\"686\" data-end=\"728\">t\u1ea7m nh\u00ecn \u2013 ti\u1ebfp c\u1eadn \u2013 kh\u1ea3 n\u0103ng thu h\u00fat<\/strong><\/li>\n<li data-section-id=\"sr77cn\" data-start=\"731\" data-end=\"783\">Thi\u1ebfu d\u1eef li\u1ec7u kh\u1ea3o s\u00e1t \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh<\/li>\n<li data-section-id=\"1woguwu\" data-start=\"784\" data-end=\"826\">Ch\u01b0a c\u00f3 b\u1ed9 ti\u00eau ch\u00ed chu\u1ea9n \u0111\u1ec3 nh\u00e2n r\u1ed9ng<\/li>\n<\/ul>\n<p data-start=\"828\" data-end=\"910\"><em><strong data-start=\"842\" data-end=\"910\">C\u1eeda h\u00e0ng v\u1eabn v\u1eadn h\u00e0nh, nh\u01b0ng ch\u01b0a khai th\u00e1c h\u1ebft ti\u1ec1m n\u0103ng v\u1ecb tr\u00ed<\/strong><\/em><\/p>\n<h3 data-section-id=\"ood2sv\" data-start=\"917\" data-end=\"931\">Target<\/h3>\n<ul data-start=\"933\" data-end=\"1171\">\n<li data-section-id=\"nthjgu\" data-start=\"933\" data-end=\"980\">\u0110\u00e1nh gi\u00e1 l\u1ea1i hi\u1ec7u qu\u1ea3 c\u00e1c \u0111i\u1ec3m b\u00e1n hi\u1ec7n t\u1ea1i<\/li>\n<li data-section-id=\"1lyvpka\" data-start=\"981\" data-end=\"1035\">L\u00e0m r\u00f5 ch\u00e2n dung &amp; h\u00e0nh vi kh\u00e1ch h\u00e0ng theo khu v\u1ef1c<\/li>\n<li data-section-id=\"1tj1vuv\" data-start=\"1036\" data-end=\"1101\">X\u00e2y d\u1ef1ng b\u1ed9 ti\u00eau ch\u00ed l\u1ef1a ch\u1ecdn \u0111i\u1ec3m b\u00e1n c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng l\u00e2u d\u00e0i<\/li>\n<li data-section-id=\"1egi4o5\" data-start=\"1102\" data-end=\"1171\">T\u1ed1i \u01b0u l\u1ea1i nh\u1eadn di\u1ec7n \u0111\u1ec3 t\u0103ng kh\u1ea3 n\u0103ng thu h\u00fat kh\u00e1ch h\u00e0ng t\u1ef1 nhi\u00ean<\/li>\n<\/ul>\n<h3 data-section-id=\"sfm55q\" data-start=\"1178\" data-end=\"1204\">Site Plus deployment<\/h3>\n<ul data-start=\"1206\" data-end=\"1561\">\n<li data-section-id=\"sgtbwv\" data-start=\"1206\" data-end=\"1268\">Kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp c\u00e1c c\u1eeda h\u00e0ng ho\u1ea1t \u0111\u1ed9ng ch\u01b0a \u0111\u1ea1t k\u1ef3 v\u1ecdng<\/li>\n<li data-section-id=\"o5enln\" data-start=\"1269\" data-end=\"1337\">Th\u1ea9m \u0111\u1ecbnh theo framework <strong data-start=\"1296\" data-end=\"1302\">4T<\/strong> \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u201c\u0111i\u1ec3m ngh\u1ebdn\u201d th\u1ef1c s\u1ef1<\/li>\n<li data-section-id=\"1skq34o\" data-start=\"1338\" data-end=\"1422\">Kh\u1ea3o s\u00e1t h\u00e0nh vi kh\u00e1ch h\u00e0ng t\u1ea1i khu v\u1ef1c \u0111\u1ec3 l\u00e0m r\u00f5 nhu c\u1ea7u v\u00e0 th\u00f3i quen di chuy\u1ec3n<\/li>\n<li data-section-id=\"jx5oau\" data-start=\"1423\" data-end=\"1495\">\u0110\u1ec1 xu\u1ea5t t\u1ed1i \u01b0u nh\u1eadn di\u1ec7n c\u1eeda h\u00e0ng (OOH, t\u1ea7m nh\u00ecn, kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn)<\/li>\n<li data-section-id=\"rnyyf\" data-start=\"1496\" data-end=\"1561\">X\u00e2y d\u1ef1ng <strong data-start=\"1507\" data-end=\"1534\">chi\u1ebfn l\u01b0\u1ee3c m\u1edf \u0111i\u1ec3m 2024<\/strong> d\u1ef1a tr\u00ean d\u1eef li\u1ec7u th\u1ef1c t\u1ebf<\/li>\n<\/ul>\n<h3 data-section-id=\"1cn4dic\" data-start=\"1568\" data-end=\"1590\">K\u1ebft qu\u1ea3 \u0111\u1ea1t \u0111\u01b0\u1ee3c<\/h3>\n<ul data-start=\"1592\" data-end=\"1898\">\n<li data-section-id=\"qb2fbl\" data-start=\"1592\" data-end=\"1672\">X\u00e1c \u0111\u1ecbnh r\u00f5 nguy\u00ean nh\u00e2n khi\u1ebfn \u0111i\u1ec3m b\u00e1n ch\u01b0a hi\u1ec7u qu\u1ea3 (kh\u00f4ng ph\u1ea3i do m\u00f4 h\u00ecnh)<\/li>\n<li data-section-id=\"1xenhfo\" data-start=\"1673\" data-end=\"1751\">\u0110i\u1ec1u ch\u1ec9nh nh\u1eadn di\u1ec7n gi\u00fap t\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn v\u00e0 thu h\u00fat kh\u00e1ch v\u00e3ng lai<\/li>\n<li data-section-id=\"1bz2i5c\" data-start=\"1752\" data-end=\"1825\">L\u00e0m r\u00f5 h\u00e0nh vi kh\u00e1ch h\u00e0ng theo t\u1eebng khu v\u1ef1c \u2192 gi\u1ea3m \u201cm\u1edf theo c\u1ea3m t\u00ednh\u201d<\/li>\n<li data-section-id=\"1wsymll\" data-start=\"1826\" data-end=\"1898\">Thi\u1ebft l\u1eadp b\u1ed9 ti\u00eau ch\u00ed v\u00e0 n\u1ec1n t\u1ea3ng chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 m\u1edf r\u1ed9ng c\u00f3 ki\u1ec3m so\u00e1t<\/li>\n<\/ul>\n<p data-start=\"1921\" data-end=\"2077\"><em><strong data-start=\"1921\" data-end=\"2077\">M\u1ed9t \u0111i\u1ec3m b\u00e1n ch\u01b0a hi\u1ec7u qu\u1ea3 kh\u00f4ng c\u00f3 ngh\u0129a l\u00e0 m\u00f4 h\u00ecnh sai.<br data-start=\"1980\" data-end=\"1983\" \/>Nh\u01b0ng n\u1ebfu kh\u00f4ng \u0111\u00e1nh gi\u00e1 l\u1ea1i \u0111\u00fang c\u00e1ch, b\u1ea1n s\u1ebd ti\u1ebfp t\u1ee5c l\u1eb7p l\u1ea1i sai l\u1ea7m \u0111\u00f3 \u1edf \u0111i\u1ec3m ti\u1ebfp theo.<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u1ed1i c\u1ea3nh MIA m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng vali \u2013 balo \u2013 t\u00fai x\u00e1ch sang c\u00e1c khu v\u1ef1c m\u1edbi t\u1ea1i TP.HCM. C\u00e1c \u0111i\u1ec3m b\u00e1n \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai, nh\u01b0ng k\u1ebft qu\u1ea3 ch\u01b0a \u0111\u1ea1t k\u1ef3 v\u1ecdng.V\u1ea5n \u0111\u1ec1 kh\u00f4ng n\u1eb1m \u1edf s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 n\u1eb1m \u1edf c\u00e1ch l\u1ef1a ch\u1ecdn v\u00e0 khai th\u00e1c \u0111i\u1ec3m [&hellip;]<\/p>\n","protected":false},"featured_media":30,"template":"","meta":{"_acf_changed":false},"class_list":["post-29","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>MIA : \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m b\u00e1n \u2013 X\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 m\u1edf \u0111i\u1ec3m - MinhPhan.Vn<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minhphan.vn\/en\/case-studies\/chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MIA : \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m b\u00e1n \u2013 X\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 m\u1edf \u0111i\u1ec3m\" \/>\n<meta property=\"og:description\" content=\"B\u1ed1i c\u1ea3nh MIA m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng vali \u2013 balo \u2013 t\u00fai x\u00e1ch sang c\u00e1c khu v\u1ef1c m\u1edbi t\u1ea1i TP.HCM. C\u00e1c \u0111i\u1ec3m b\u00e1n \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai, nh\u01b0ng k\u1ebft qu\u1ea3 ch\u01b0a \u0111\u1ea1t k\u1ef3 v\u1ecdng.V\u1ea5n \u0111\u1ec1 kh\u00f4ng n\u1eb1m \u1edf s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 n\u1eb1m \u1edf c\u00e1ch l\u1ef1a ch\u1ecdn v\u00e0 khai th\u00e1c \u0111i\u1ec3m [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/minhphan.vn\/en\/case-studies\/chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia\/\" \/>\n<meta property=\"og:site_name\" content=\"MinhPhan.Vn\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-03T03:06:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/minhphan.vn\/wp-content\/uploads\/2026\/04\/IMG_7730-1024x1024-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/minhphan.vn\\\/en\\\/case-studies\\\/chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia\\\/\",\"url\":\"https:\\\/\\\/minhphan.vn\\\/en\\\/case-studies\\\/chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia\\\/\",\"name\":\"MIA : \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m b\u00e1n \u2013 X\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 m\u1edf \u0111i\u1ec3m - 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