Indian accessory brand Baggit that started its journey back in 1990, today has presence in 90 cities across India with 47 exclusive outlets and presence in 300 multi-brand retail stores. Nina Lekhi - Founder, MD, Chief Design Curator, of the brand had introduced the concept of using traditional handicraft skills to create modern designs with non-leather, eco-friendly materials. In an email interview, Lekhi shares five objectives for the brand. They are:
Baggit is introducing a multichannel approach, a high-quality customer experiences that occur within and between contacts channels, to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online or in the stores. When brands think customer experience they need to think Omni-channel. It’s not about your customers or their customers, it’s about all customers. For example – Amazon worldwide provides special home delivery keeping in mind office goers leaving home early in the morning, hence the delivery takes place either before 9 am or after 8pm.
Bringing lot of digitization
To meet high customer expectations, a lot of digitization is needed. For example, Starbucks has collaborated with Alibaba for a first-of-its-kind store that will provide an enhanced customer experience by adding virtual and augmented reality to its menu. They will be introducing tablets from screen perspective for the purpose of communication. The communication between the customers and the brand will take place through such tabs. There will be another tablet for feedback from the customers as well as a third tablet which will let the customers do online purchase at the outlet itself.
Creating attractive windows
Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or highlight new arrivals. Baggit is looking forward to make windows interactive and stand for the purpose. The reason behind this shall be the audience looking forward to new Baggit window. The strategy of Baggit is integration of technology, leveraging and pulling it in the stores.
Metro specific flagship stores
To open outlet that will give brand experience to the customers. The outlets should not be sales driven but brand driven. This approach includes brand experience with technology driven giving wholesomeness to the brand. Pepperfry has opened outlets not for sales perspective but to let the customer experience their goods and services. Baggit's objective is to open such flagship stores to provide the same experience to the customers.
In order to grow, the company needs to collaborate with another brand. Creating an ecosystem to the collaborations gives value to end customer in a humongous state. For example, Apple collaborating with gaming company in United States where apple gave a platform to the gaming company. Customer in India is value driven. They want to save money as well as buy new products. Collaboration creates innovation and the major perspective behind it is saving. Collaborating with another brand increases sales and participation of target audience. For example, in Samsung stores when the customer purchases a high-end device, they are advised that if they pay through HDFC Card, they will get cash back.