How to Give Full Play to the Four Functions of Functional Terminals

Nowadays, the construction of functional terminals in the whole industry is in full swing, and functional terminals are playing an increasingly important role, playing a leading and benchmarking role. Then, how to give full play to the important role of functional terminals in brand cultivation, publicity and promotion, information collection, consumption tracking and so on? Let's invite several functional terminal customers in Huai 'an to listen to their views. Retail customers: Zheng's point of view: tobacco companies are cultivating brands, establishing images and cultivating brands. Actually, the most important thing is to do it through our retail customers. Because our retail customers have familiar consumer groups and are at the forefront of the market, face-to-face contact with consumers is an effective force to cultivate brands. However, to give full play to the important role of our functional terminals in brand cultivation, we must master the characteristics and selling points of key backbone brands, such as flavor absorption, packaging, cost performance, product technology, etc., learn more knowledge, and do a good job in publicity and brand cultivation. In short, if you can increase your marketing knowledge and skills, you can use successful promotion skills to convey to consumers, guide consumers' preferences, and create consumption hotspots. In the past, only the account managers of tobacco companies often visited us, and most of them came with tasks, which was not targeted at brand cultivation. Now there are so many cigarettes with new specifications, of course, when cultivating brands, there will be a phenomenon of paying attention to one thing and losing the other, and the pertinence is not very strong, so the sales of new products are not obvious. At present, representatives of industrial enterprises often come to our store for targeted guidance. For example, my function store is linked to Hubei Zhongyan. Last time, a new cigarette specification, Red Dragon (Xiao Lou), was introduced. On the second day, the customer representative of Hubei Zhongyan came to the door. How is the sales of Red Dragon (Xiao Lou)? At that time, I said, I just bought it, but I haven't sold it yet, and I don't know how to sell it. People sat down and told me in detail the selling point, culture, smell and so on of this cigarette. They talked about a brand of cigarettes for most of the day and helped me stand at the counter to promote it. Because the Red Dragon brand is an old brand in our place, especially the market of Red Dragon (Kyushu Longteng) is still in short supply. I sold five or six packs in one morning. Later, I learned what he told me, promoting brands. Although the result is a new specification, it sells well here. Why? First, because this brand is an old brand, the market has a foundation; Second, the customers of Hubei Zhongyan pay attention to us for generations and instill the knowledge of this brand into me, which not only carries out one-on-one publicity, but also is more professional and targeted in the teaching of brand knowledge; Third, after joining the function terminal, my business image has been effectively improved. With the counters made by tobacco companies, the cigarette display is more standardized, the counters are more beautiful and attract more customers. Brand cultivation is one of the main functions of our function terminal. Therefore, in brand promotion, function display and promotion, we should make good use of the favorable resources of functional terminals as much as possible and establish a good image. Giving full play to the brand cultivation function of functional end customers is not only a matter for industrial enterprises and commercial enterprises, but also related to the vital interests of our retail customers. Our function store customers must make good use of this resource. Retail customers: Yin Haichun's point of view: do a good job in publicity and promotion. My retail store is located at the crossroads of the main road in the county, facing the street on both sides, with a wide field of vision and a relatively concentrated flow of people. Clothing street is in the north, catering street is in the east, department store street is in the south, and residential areas with 500 to 600 households are behind. There is a large floating population and a large fixed population. Usually, if there is anything to promote or publicize, many suppliers or manufacturers will pick me here, which is also the benefit of the first batch of functional end customers in our supermarket. In the past, in the promotion of cigarettes, our retail customers were basically fighting alone, and their profits and losses were all their own. Because a lot of manpower and material resources have to be invested, I don't care too much about the promotion work. At most, customers come to our homes, so we have to pay more attention to the introduction. After joining the function store customers, the cigarette management image of our supermarket has also made a qualitative leap. In addition to the theme light boxes, there are also brochures and exhibition stands donated by cigarette manufacturers. In order to better promote cigarettes, I not only play cigarette brand information on the led display screen outside the store, but also use the multimedia LCD TV in the store to play cigarette promotional videos, such as "Central Plains Breakthrough" by Zhongyan Jinye in Henan. This promo was a great success. Although I watch it every day, I can't get enough of it. Why? Because it is very cultural and has a strong cultural atmosphere, it seems that people are not advertising tobacco, but telling the splendid history and culture of the Central Plains, which also attracts many customers to stay in my shop. To tell the truth, it turns out that no matter whether it's ten or twenty pieces of gold leaf cigarettes, they don't sell well in my store. It's not bad to sell three or four cigarettes a month. By using the propaganda media of functional terminals and the professional training provided by tobacco companies to the retail customers who join our functional stores, the sales of Jinye cigarettes have been greatly improved. Now, in addition to the cigarette brand of the same grade, our real estate also needs to count the sales volume and market recognition of Jinye brand. Now the tobacco industry not only provides a platform for our cigarette sales, but also helps me to do a good job in the listing, maintenance and promotion of promotional brands. Every major festival, I will also send someone to help me distribute publicity materials and provide materials, personnel and other support. Through these large-scale publicity activities, during the promotion period, we can know the product market reaction in time, and also let the marketers of industrial and commercial enterprises have something to say when collecting information. After joining the function terminal, not only did we not invest much money, but tobacco companies also tried their best to help us improve our image and do a good job of publicity, so that we could sell more cigarettes and make money easily. This is really a good thing. Retail customers: Wang Guohua's point of view: Collect information and enjoy resources * * * My retail store has been using electronic management to manage inventory since 2000. At ordinary times, whether cigarettes or other commodities are in the warehouse or sold, they must be electronically scanned and archived, which makes my inventory management easier. Usually, as long as you open the information management system in the computer, the inventory of goods will be clear at a glance. Because of the advanced management here, the tobacco company also added me to the ranks of functional terminals. After the construction of functional terminals, the online ordering platform of tobacco companies has also enriched a lot. Now I have to enter the platform every day. In addition to browsing some sales information, I will also go to the "management treasure chest" to understand the brand culture and selling points, especially some small articles that help me manage, which are my hot spots. Speaking of information collection, I think tobacco companies have done a good job in this measure, which is a good way to really consider for our retail customers: First, we can use the number of cigarettes in stock to increase the accuracy of lighting cigarettes and prevent the loss caused by the shortage of goods; Secondly, through the analysis of sales data, we can see when the sales volume of cigarettes is large and which brand is concentrated, so that we can be prepared when loading the goods to prevent the cigarettes on the counter from being blocked and affecting sales; Third, through the analysis system, you can view a brand and the sales trend of the whole month, season and year. Through analysis, we can find the existing problems, so as to better adjust the business ideas. In fact, we are not the only ones who can check and analyze the sales of cigarettes through the information collection system. Through this system, tobacco companies can also know the sales situation of various functional end customers. We are doing a small market, while tobacco companies are doing a big market. After analyzing the regional market and single-store customers, we can put targeted goods or carry out personalized service, which will also save us a lot of time and energy. At the same time, their analysis is more professional and operational, so it is more instructive to us. Of course, in order to collect consumers' information better, I also set up a consumption tracking database through the information system provided by the function terminal to realize the collection, collation, analysis and reporting of consumption tracking information. There are 10 regular customers now, and I will set up consumption files for them. Every time they come to buy cigarettes, I will keep their consumption information besides scanning the code. Through this information, I can intuitively reflect their consumption. In the words of an old customer: "I don't know how many cigarettes I can smoke every month, but I can see you at a glance." I didn't expect to buy more packs of cigarettes this month than last month! " Retail customers: Zhao Houde's point of view: tracking consumption and collecting information. My supermarket has 100 square meters, mainly engaged in tobacco, alcohol and tea. I like drinking tea and chatting when I'm free. Therefore, tobacco companies are also optimistic that I have a leisure experience zone here. So, after a little modification, they put some product cigarettes, brochures, publicity racks and so on. The atmosphere of cigarettes suddenly became thick. Whenever some old customers and customers who have free time come to the experience area, I will invite them to drink tea and smoke. Through this small experience area, not only the feelings between customers and me have been enhanced, but also the brand culture of cigarettes has been conveyed to consumers. When customers consume, they can also collect consumption information from mutual communication and provide them with targeted services. The main function of the function terminal is to provide consumption tracking service. Usually, because our retail customers are busy with business, it is difficult to go deep into consumers to collect consumption information. Therefore, it is difficult to grasp the consumption trends and trends. Therefore, there will be some guidance in cigarette storage, brand cultivation and cultural experience. There is a construction site not far from my home, which has been open for several years, and the community has moved from Phase I, Phase II to Phase III. The boss on the construction site is from Hubei, and he usually smokes Chinese. Under normal circumstances, he smokes a cigarette every three days (himself, others). But I had nothing to do that night. I read the consumer file and found that this boss didn't buy ten cigarettes in the past two months, which is a phenomenon that has never happened before. So, when the supermarket was empty and the construction site didn't start, I went to his engineering headquarters with a pack of soft China, and he happened to be there. I was surprised to see him, because I usually call him to deliver cigarettes and have nothing to do. While he was smoking, he introduced the topic to cigarettes. Slowly, I learned that our local real estate has been depressed in recent years, and the boss's capital is in the house. Now the house can't be sold and the bank won't lend. Just looking at the capital chain can't help it. So, I switched to other brands of cigarettes, a pack of 20 yuan, a day can save dozens of dollars. He said with a wry smile, that is, every time I buy it from you, it's still for entertainment. I'm sorry to go again. I said, no wonder I watched you on the computer for a while and bought fewer cigarettes. If you want to buy other cigarettes, I have them there. He said, so God, can you know how many cigarettes I buy a month? I said, of course I know. Every time you buy cigarettes, I can find them there. If you want to smoke around 20 yuan, I have one. The Yellow Crane Tower is soft blue. I want to sell fifty or sixty cigarettes a month. This grade is the best-selling cigarette, and consumers' response is good. When you have time to play, I'll find some customers who smoke this brand of cigarettes to meet you. I believe you can't go wrong. He said, good! I will smoke this brand of cigarettes in the future. Through this consumption tracking function, I can understand the consumption of customers, as well as the acceptance and evaluation of new brands, adjust marketing strategies in time, sum up experience, improve deficiencies and improve the effect of cultivating brands. The construction of functional terminals is an important task of current and future network construction, and it also marks the transformation of retail terminals from traditional service-oriented to modern functional. Font size: large, medium and small | color: light red | printing