Can Starbucks develop one of the oldest commodities in the world into a distinctive, lasting and high value-added brand, which is different from what it insisted on when it started its business? Experience culture? It is inseparable from unique marketing methods.
The success of Starbucks does not lie in the excellent quality of its coffee, but the infection of relaxed and warm atmosphere is the only magic weapon for Starbucks to win. Because? Starbucks? The atmosphere of the cafe is a kind of advocating knowledge and respecting people, a little bit? Petty bourgeoisie? Emotional culture. Are you online? Starbucks? In cafes, the emphasis is no longer on coffee, but on culture and knowledge. ? Starbucks? Culture is actually a culture around the two themes of people and knowledge. The core of this culture is to use comfortable environment as much as possible to help people broaden their knowledge and ability and tap their greatest value in knowledge.
The rapid expansion and high success rate of Starbucks coffee shop are commendable. One of the important reasons is the four main points of perfect site selection.
Step 1 Pick the location: Determine the crowd and flow.
First of all, you should know where people are going, not just there, such as the breakfast shop where office workers will go, and the video shop on the way home. You can spend some time to count the people flow in the target interest area in the morning, afternoon and evening, count the number of people entering nearby shops, see the proportion of office workers, students and housewives in the passing crowd, and go at least once on weekdays and weekends to understand the actual distribution of the crowd.
Besides where people go, you should also consider how long it will take people to get to your coffee shop. The cheaper the product, the less willing customers are to spend time. For example, convenience stores define major business districts and coffee shops as 3 minutes, which is about 5 minutes. Unless you plan to sell high-priced goods such as cars, generally speaking, customers can only tolerate 7 minutes of traffic time at most.
The second step is to choose the location: visit the surrounding environment.
With the pre-selected pocket position, the second step is to investigate its surrounding environment first. At this time, we should observe it from two angles. First, from the businessman's point of view: what is the sign that a lot can create performance? Secondly, from the customer's point of view: will you go shopping in this place? There are unpopular corners in prime locations and popular strongholds in secondary business districts. The most taboo to find a position is to copy the next store when others succeed, unless you are sure to make your own differentiation.
In addition, pay attention to whether competitors located diagonally opposite or not far away will take away your business. Can you stop customers before others on the customer action route? Always pay attention to the opponent's position and find a place to play. You must stay ahead, otherwise, if you are in the downwind of similar stores, you will always be at a disadvantage.
Step 3: Look at the storefront: architecture equals living advertising.
Please look at the coffee shop on the first date, pay attention, and don't doubt it. Look at it from a distance first, and then look carefully. Imagine how your store feels in this space. Once the store name is put on the signboard, will it stand out? I drove by. Can anyone see it? Can pedestrians notice from the sidewalk? A good storefront is like a living advertisement, which not only makes it easy for people to find you, but also shows themselves to potential customers passing by on the road.
In addition, the architectural design of the coffee shop is also a key point. Is this lot suitable for retail? Is it attractive? Even shopping streets with similar designs may have different qualities. Is the building quality as good as that of your products?
Remember, we must think about architecture from the perspective of brand building.
Choose neighbors: Good neighbors make you struggle less.
Customers will think that the quality of goods in adjacent stores is quite similar, so it is very important to be in the same place and have similar brands, because some location strategies are for? Parasitic? . Open a clothing store next to a big department store and a restaurant next to a high-end supermarket. Customers attracted by big brands will also be attracted to you.
In addition, it would be better if you could meet some high-quality neighbors like dry cleaners, because all these stores have them? Two visits? When the opportunity comes, people send their clothes to be washed and come back for them every few days. Post offices and supermarkets are also useful boomerang signs. If you can get their light, it will definitely add points to your coffee shop business.
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