The Mid-Autumn Festival, full of opportunities and challenges, has passed. Looking back on the stores during the whole festival this year, with the help and guidance of the leaders of the headquarters center, and with the cooperation and efforts of all managers and excellent employees, all aspects are stable and the work of the shopping mall is carried out smoothly. On the sales target, everyone can't describe it as unfinished business. No matter what the result is, the signs that appear in it can't be said to be gratifying.
Counting the whole Mid-Autumn Festival, there are gains and losses, and there are questions about customer service orientation; On the identification of enterprise brand value: the problem of customer loyalty management; There are also problems in times of peace, the speed of entering the retail market, the integration of retail marketing communication, and the precarious human foundation management.
With the development of economy and the change of situation, the retail market is blooming everywhere and the competition is becoming increasingly fierce. Faced with this situation, I already know that I need to change my role, correct my attitude, study hard, proceed from reality and start from details, so as to strengthen functional training, rectify the atmosphere of the store, adjust the mentality of employees, pay close attention to customer loyalty, strengthen investigation and research, and explore ways to solve complex problems. Reflect and summarize the work during the Mid-Autumn Festival as follows:
First, take stock of the work during the Mid-Autumn Festival.
A, strengthen human resource management, in-store sales of Class A and management of Class A commodities.
B. Investigate the competitive shops in our store and evaluate the consumption situation nearby, try to avoid the price competition under the condition of differentiated operation and homogenization of goods as much as possible, repel the unsalable goods in supermarkets, manage the holiday goods well, and do everything possible not to fight unprepared wars.
C, actively organize employees in management positions to learn, increase the assistance to Class A subjects, and serve sales. Strive to improve the work enthusiasm of employees and promoters, and analyze the problems that employees and promoters may have or used to have during the festival.
Second, the existing problems
Under the leadership of the headquarters, the total monthly sales of supermarkets in September each year is 2.88 million yuan, and the monthly sales target is 3.6 million yuan. The impact of supermarket performance mainly comes from the following aspects:
A: The overall environment is affected by the overall domestic economic environment, and the strong drinking of competitive stores, the unit price of customers and the number of visitors are relatively reduced. Especially in the case of homogenization of goods, the prices of similar goods are often higher than those of competitive stores, the first-line goods are more serious, and the purchasing power is seriously insufficient. Because the main consumption level of high-tech zone stores is middle-aged and elderly people living around, customers often shop around and choose carefully, and the demand for high-priced goods is relatively reduced.
B: There are no off-site promotion activities and no powerful promotion means. When the goods are not competitive, it is necessary to increase off-site promotional activities, especially before the festival 10- 15 days, which has greatly promoted the passenger flow and customer unit price of shopping malls.
Can be immediate. Large-scale promotional activities are always ignorant of special promotions, which are commonplace and lack predictability and feasibility. Some of them are even formalistic, and they have not played a role in attacking the city and plundering the land for the increasingly competitive retail industry.
The enthusiasm of employees and promoters is not high, the products are just not comprehensive enough, lack of training, and the promotion selling points are not clear. C: The best-selling goods are out of stock, the pile management is chaotic, and the launch of new products is slow. The Mid-Autumn Festival is mostly in September -65438+ 10 of the Gregorian calendar year, which is the peak season for food and wine sales, with a large demand from customers. However, the best-selling goods and special promotional goods are often under-stocked, and the piles are not complete. Some stacking even has only one layer of goods, which leads to performance loss when customers shop.
There is a lack of selectivity in the goods in the store, and there are too many similar goods, which leads to the inability to display several kinds according to categories in the store display process, which is particularly messy.
The display positions of most stacks are not classified according to their categories. For example, dairy stacks appear in the wine area and beverage stacks appear in the gift box area. As a result, customers can't find the goods they need quickly when shopping, and they can't buy similar goods intuitively and selectively. In addition, although the goods of the same supplier are displayed on the same pile at the same time, these goods do not belong to the same category.
The slow introduction of new products, limited development of new products and low elimination rate of old products violate the business philosophy of "all goods in the store are new". In addition, most of the wine piles are local common categories, such as Luzhou and Bandaojing. All the products in our store are sold by competitors, but the products of competitors have not entered the store. Our store at least lacks the competitiveness of this item.
D: Product quality problems and high customer complaints. Once the product has quality problems, on the one hand, it will bear the brand image loss of the store, on the other hand, the store may also bear the responsibility of dead goods, which will seriously affect the store's performance and external reputation. The complaint rate and complaints caused by commodity quality problems are not uncommon, such as the quality problems of small household appliances and the Mid-Autumn Hairy Crab Incident.
The staff turnover rate is too high. Employees who have been employed for one or two months or have been familiar with their business knowledge for half a year will resign or leave their jobs automatically, which will cause great losses to the mall. A stable and efficient team is the basis for shopping malls to participate in the competition. Due to the company's reform and salary system, employee turnover is more serious. At the same time, the communication and guidance between supervisors and employees, as well as the assessment of cadres in charge are not enough, and the employees' discipline concept needs to be improved.
Managers are not in place, and they fail to understand the psychological activities and changes of employees in detail in time. Due to frequent employee turnover, cashier and tally clerk's lack of knowledge of goods and unskilled business functions, customers generally stay in the store for too long, which leads to reduced consumption desire and long bill payment time, which leads to customer complaints. Complain.
F: Hardware facilities are in urgent need of improvement. At the peak of Mid-Autumn Festival, hardware and equipment are insufficient. Take the cash register as an example, the phenomenon of network disconnection occurs from time to time, which greatly delays the scheduled time for customers to visit relatives and friends. When customers wait for about 3-5 minutes, nearly14 will choose other stores to buy, and most of them choose competitors' stores. The goods in shopping carts and shopping baskets scattered in front of the checkout counter after the network was broken were obviously shocking.
In addition, the shopping cart is seriously inadequate. Our store has a 18 shopping cart, which is far from meeting the needs of customers at the peak of Mid-Autumn Festival. Therefore, customers often find shopping carts in stores. For festivals like Mid-Autumn Festival, this will undoubtedly lose many customers with higher unit prices to buy.
G: The goal of the supermarket is not clear enough, which leads to the low enthusiasm of employees, the failure of employees to establish a certain purpose in business philosophy, the failure to implement various training work in the mall and the low awareness rate. In particular, some service concepts are only implemented verbally, and there is still a big gap from the actual operation, and the work attitude is more inert.
The implementation of the goal is not limited to the system, but should aim at cultivating and creating the working mentality and working state of employees. Environment affects people, and people are the products of environment. Creating a good working condition and working atmosphere should be integrated into the store management concept as soon as possible.
Personal problems:
A: Not enough communication. I haven't thoroughly studied the management theory of this store, I can't effectively convey all the ideas of the company to all employees, I don't have enough training for management cadres and employees, and the form of retail competition is unpredictable. If I fight alone, that's not the way to win.
B: The development of supermarkets with poor innovation ability needs innovation, especially marketing methods. However, due to the fear of the impact of adjustment on the performance of shopping malls, we can't overcome the psychology of seeking stability and winning or losing in time, so that the road to innovation and change failed to achieve our goal. Negative leadership training.
C, details management is not enough. Supermarkets need detailed management. They believe too much in the view of humanized management and the specific control of all cadres. The work is not comprehensive and meticulous. Poor planning and supervision have led to many details not being implemented in place.
In view of the above problems, we have mainly improved the following work:
A, improve professional skills, constantly learn and summarize, improve work efficiency, take strengthening basic management, paying close attention to service quality and improving overall performance as our responsibility, establish a good brand image, build a base area in Xuecheng, Yang Ning, try our best to stimulate and drive the work enthusiasm of all employees, strengthen the study of shift supervisors and management colleagues, implement and implement systems, and strengthen on-site management and handling.
B, commodity management adhere to the tracking of Class A commodities and Class C and Z commodities, strive to improve the artistry of commodity display, achieve the position of main commodities, and reflect strong seasonal display and related display. Carefully analyze the commodity structure and market demand, adjust the commodity structure in time, control the inventory reasonably, and avoid the backlog of funds. Do a good job in competitive analysis, and form a differentiated advantage with competitors, so that goods can further demonstrate the chain advantages of stores while improving the consumer market.
D: Staff management strives to improve the morale of all employees and motivate them in various ways. Strengthen the training, guidance and assessment of outstanding employees by the leading group, conscientiously implement the mentoring system, and assess the cadres in charge, and cooperate with the purchasing department to manage goods and track all kinds of goods. Seriously implement the environmental sanitation of the store, let employees form good habits, actively cooperate with the company to carry out various on-site management holiday promotion activities, improve the atmosphere of the store and enhance the performance of the store.
E. Service management strengthens the cultivation of employees' service consciousness, implements the purpose of facilitating the people, benefiting the people, serving the people, and regards service as the external expression of corporate culture and the embodiment of comprehensive competitiveness. My management team and I will make unremitting efforts from top to bottom, advance towards this goal step by step, improve the service system, track the service all the way, and fully penetrate customers.
I am determined to be a supermarket manager, insist on systematic study of professional knowledge, strengthen communication, do a good job in customer consumption analysis and personnel training, and bring out a competitive supermarket management team.
I sincerely thank the leaders for their support, guidance, supervision and personal help in my work. I will conscientiously sum up my experience, carry forward my achievements, overcome my shortcomings, work hard with the company and my team with full confidence and enthusiasm, and make due contributions to the development of Yang Ning.
Summary of Marketing Activities 2 As an ordinary bank counter employee, I am honored to be rated as a "marketing star" twice. Thank you very much. In the long-term counter service and marketing, I have the following experience for your reference.
First, smile
Smile is a sign of self-confidence, a silent language and a friendly message. The counter is the window of the bank. When we greet customers, smiling can bring us closer and create conditions for my next service and marketing.
Second, knowledge and skills.
There is a saying that the difference between people is actually the difference in learning ability. Due to the differences in personal quality, experience and training level, the service level is high or low. Therefore, through study and training, we should master the characteristics of various products and analyze the applicable people, and make personalized recommendations to customers, such as introducing local and foreign currency notice deposits, interest accrual, credit cards and other products to middle and high-end customers, and introducing local and foreign currency integration, debit cards and agency services to ordinary customers. Master the operation rules of various businesses, improve their own ability to analyze and deal with problems, improve service quality, and enhance customer satisfaction and loyalty, so as to retain customers, win their trust and lay the foundation for further marketing.
Third, put yourself in other's shoes and strengthen communication.
It is necessary to establish the idea of "empathy", stand from the customer's point of view, think about what the customer thinks, worry about the customer's urgency, and strengthen communication. We should be the best listeners and listen carefully to the needs of customers. From the customer's point of view, timely put forward financial advice in line with the customer's interests, so as to realize real communication with customers, provide customers with all-round services, and let customers get more than expected needs.
The above points need to be accumulated in the usual work, and need to be trained and cultivated in the usual work. Because now the bank has transformed into a marketing type, marketing is a process and a goal of our daily work. Only by doing the above steps can our tellers do the last step of serving customers well.
Fourth, targeted and differentiated marketing.
The "28 Rule" in marketing tells us that 80% of the profits of enterprises are created by 20% of customers, while the other 80% of consumers only create 20% of profits. How to tap high-quality customers, retain old customers and strive for new customers is a top priority. Banks have unique advantages. They have a lot of customer information. We can provide differentiated convenience services and support services according to customers' age, gender, occupation, income, education level and other market segments, and achieve quality services according to the different needs of different customers.
When dealing with high-end customers or old customers, if you can take the initiative to greet customers and accurately address them as Mr. or Ms., so as to show your familiarity with customers and make them feel valued, then you can promote new products with the trend, and I believe you can get twice the result with half the effort. For another example, for new customers who come into contact with the bank for the first time, we should actively and enthusiastically introduce the types and methods of services, do a good job in customer financial management in time, do every business accurately and quickly, and leave a good impression on customers. Financial cards, credit cards and financial products can be launched. For large foreign exchange customers, or ask them if they live near our bank, so as to do a good job of remittance. When someone opens an account, we should actively introduce debit cards and recommend our electronic products in due course. When recommending electronic products, we should pay attention to two points: first, for customers who have newly opened electronic products, don't just introduce the purpose of the products at the beginning, because they don't understand and the processing time is limited, they will often refuse. Let them be interested in the products you recommend, such as online shopping, no need to pay the phone bill in the mobile hall, Taobao and so on. After you finish, tell him how to use it, or ask the lobby manager to explain it to him. Grab an electronic product and make one. But as the lifeline of the bank-deposit, people can only be the mainstay. Only by satisfying every customer with our service, serving customers well and retaining customers with our service can we achieve the purpose of retaining deposits. Our counter staff should also learn to distinguish those high-quality customers in different places from those who may be future high-quality customers from the crowd. Of course, it is very difficult to do this, because there is no law to follow, and only through years of work and careful discovery can we gain some experience.
These are some experiences that I have tried my best to find about bank counter marketing through years of counter work as a counter worker.
Summary of Marketing Activities Chapter 3 Our activity time is 4.29-5.2, but it actually started in mid-April.
First of all, April 1 day community month-long publicity activities! Take Tangjiadun store as the center, and settle in the surrounding new and old communities. For the old community, it is mainly to trade in the old for the new; The new community is a new housewarming residents, decoration users and married families. Publicity means include distributing single pages, handling membership cards for free, registering trade-in users and pre-storing deposits. At first, others questioned our authenticity and held a wait-and-see attitude, but after a long time, they also dispelled our concerns and enthusiastically signed up.
Summary:
1. Continue the good activities before. During last year 1 1 month and this year's Spring Festival, pre-deposit activities were carried out. Beneficiary customers will continue to deposit in advance, and they will also bring their relatives and friends to us. Not only customers benefit, but also customers can be locked in to prevent customers from losing!
2. Standardize the stationing of propagandists and strengthen publicity! The staff in the station must be dressed neatly and wear work tags, so that customers will have trust in us and will not think that we are selling dog meat. In addition, make public no longer wait for him, but take the initiative. Distribute leaflets to the guests, detailing the activities.
3. According to different communities, the main promotion activities are also different. The old community mainly engages in trade-in activities, encouraging guests to exchange the old on site and register the old at one time. Once the guests hand in the old ones, they will definitely go to the store to buy new ones in order to save trouble and get the old-for-new fee smoothly. The new community is mainly based on pre-existing deposits, and new guests need to decorate and get married. They will buy a full set of household appliances at one time, so they can deposit in advance, which can not only double their use, but also receive gifts on the spot with many discounts.
Followed by 4.29-5.2 shop activities! It is open from 8:00 am to about 2: 00 pm/kloc-0. 4.29 is a group buying night for friends, relatives and members; 4.30 is the group buying night in the residential area; 5. 1 Buy a group night for Vanke owners, and you can get a discount card with valid documents. In addition, home appliance consultants accompany customers in the whole process of shopping, help customers choose the right home appliances, and strive for the biggest price concessions and gifts for customers. In order to better serve customers and disperse the flow of people, the store has added a number of checkout counters, and the gift distribution department, packaging department, membership card processing department and parcel reception desk have also been divided into different positions. This time, I was arranged at the package reception desk. My main task was to call the home appliance consultant immediately if someone came to buy the package. Because there are many customers, home appliance consultants have a lot of lists on hand, and they are really busy. At this time, if the manager approves, I can accept them.
Summary:
1. Adhering to the company's business philosophy, "innovative management, caring service". When someone needs a home appliance consultant, contact the home appliance consultant as soon as possible to serve the guests. If you can't get in touch, put him on it immediately (with the approval of the manager in advance) and don't keep the guest waiting. Because we are also trained for a long time, it is our aim to satisfy our customers when we can't do our best.
2. Cooperate with all departments to successfully complete sales and service. Because there are so many people, every counter, cashier and front desk are crowded with people. When waiting for the guest to pay the bill, I found that there was slight friction between the guest and the cashier, so I took the initiative to discourage it and made the cashier procedure smoother. Although it only accepts guests who buy home appliance packages, the reception desk is next to the main service desk, so if someone comes to consult, they will take the initiative to help the reception desk disperse people and make the work better.
3. Do every sale well, and don't let customers run away. Although this is the first reception package, we should try our best to do it well. When you encounter something unclear, you should immediately ask the long-qualified employees, counters and managers, and never make your own decisions. If you can't handle the order, you have to apply for resources, but it depends. If the guest's demands are too high and beyond the bottom line, you should say sorry to the guest.
After this May Day activity, people are really tired, but they have also learned a lot, which is worth it. In addition, if anyone wants to buy home appliances, please choose Tangjiadun Store!
Summary of marketing activities 4 It has been more than two months since I entered Essence Securities. During this period, I improved myself in all aspects, mainly reflected in:
1, have a preliminary understanding of the securities industry.
Since entering the company, I have got a preliminary understanding of the securities industry from being familiar with this industry to passing the qualification examination, while the resident banks have a deeper understanding of the securities business through channel marketing, which can solve various basic problems in their work.
2, the improvement of business development ability
In the process of business marketing, talking with customers, encountering different problems, improving communication skills and adaptability; And pay irregular return visits to customers to provide them with all-round and multi-angle services, so that Anxin service is truly deeply rooted in the hearts of the people.
3. The sense of responsibility and career experience has been strengthened.
Take every business you handle seriously, try to avoid unnecessary troubles to customers and companies, and strive for the fastest and best efficiency.
In enterprise marketing, I also found some problems and my own shortcomings:
1. We need to deepen our understanding of securities and keep learning.
2. When maintaining the relationship with customers, we should gradually strengthen communication methods.
3. Professional analysis ability and marketing ability need to be further improved.
Entering the marketing industry, performance is the standard to measure a person's value. The performance in the first two months was not good, so I rearranged my thoughts. In the remaining two months, I will do this:
1, distribute leaflets
When I entered Essence Securities, I often distributed leaflets. Although I sent a lot, the effect is not very good, but I think it is still feasible. A large number of leaflets will enhance the visibility of the company. I think the next step is to distribute some in moderation, and persistence will eventually have an effect.
2. Effective use of bank resources
I have been in the bank for nearly two months, and my performance is very unsatisfactory. The excellent service of China Merchants Bank is well-known, and many customers come here. It is very good to make good use of this resource and catch a few potential customers. However, the good cooperative relationship between China Merchants Bank and China Merchants Securities, as well as the cooperation mode of kickbacks, have kept me looking for a breakthrough. Although the pressure is great, it is the only way to get along with them at present. The quality of the resident account manager directly affects the company's image, so I have been working hard.
3. Make full use of the network
It is also a very effective way to attract friends or friends to introduce. Introduce friends through friends, so that customers who want to stock can choose Anxin to open an account. In addition, for customers who have opened three-party depository business in other securities companies, we will introduce our service concept and competitive advantage to customers and strive to win customers.
At present, the market fluctuates greatly, with a large number of spectators and fierce competition among peers. So I must keep learning, enrich my professional knowledge, provide all-round services for customers, and try my best to do it.
Marketing activity summary 5 1. Establish retail channels and clarify the direction of retail work.
First, standardize the workflow and norms in the lobby, and clarify the discipline.
B, sort out the information of basic customers and VIP customers, and establish customer information files.
C. contact the tripartite cooperation broker and the insurance cooperation unit. (Three parties: Guo Xin, Bohai and CDB；; Insurance: Xinhua, Taikang)
D, contact property, neighborhood committees and other community-related departments to expand community channels. (Community: Macquarie, Longdu, Fu Sheng Garden)
E, analysis of retail business indicators, clear retail work direction.
2. About the transformation of the business hall and the gradual progress of the work.
A. Hardware facilities: improve hall facilities, divide service functional areas, improve details and create a business environment. (The entrance to the fast track was forced to close because the cashier was not in place and the machine was not repaired after maintenance. )
B, personnel management: formulate the hall process and work norms, establish the hall rules and regulations and labor discipline, and refine the post responsibilities of all personnel.
C. Assessment mechanism: establish hall-hall linkage, conduct all-staff marketing, and formulate post service standards and marketing assessment indicators. (At the end of June, the time and daily average tasks were assigned to the lobby and tellers, with a completion rate of 95%, of which the lobby was overfulfilled and the tellers completed more than 80%)
D. Customer service: train hall staff to identify customers and provide targeted services. (Make sure that the top 65,438+000 customers of the branch come to visit frequently, so that when you meet the customers, you can know roughly what business the customers want to handle and what business can be marketed to them. )
E. Position marketing: explore the potential needs of customers, realize substantial sales, conduct telemarketing, and conduct targeted marketing for sub-branch customers. (dormant customers of wealth management, dormant customers of savings, single business customers of branches, etc. )
3. Summary of business development
A. wealth management business: the sales in the first quarter were RMB 610.96 million, and the sales in the second quarter were RMB10.5310.3 million, an increase of 2.4 times, which activated some dormant wealth management customers of the branch.
B. Savings business: Since the activity was launched on May 65+June, 438, the amount of customers who have participated in the activity is 10 159400 yuan, which has activated some dormant customers of the branch. (Breakthrough in insurance business and slight growth in fund business)
C. Ten thousand people plan: the business is zero, and 429 households will be added by the end of the second quarter.
D. Promotion of old customers: business is zero, and 14 18 households were added at the end of the second quarter.
E.VIP service: establish contact with VIP customers and carry out VIP feedback activities. (June 1 parent-child activities, Dragon Boat Festival feedback activities)
4. Sub-branch demand and demand for sub-branch support:
A, the hardware facilities of branches are backward, the business area is small, and the facilities are outdated, which is weaker than the comprehensive competitiveness of banks in the same street.
B. The lobby of the branch is understaffed. Cash teller, lobby assistant, VIP wealth management, and 58 tellers all have different degrees of vacancies. At this stage, newcomers account for more than 50% of the hall, which has affected the further promotion of our business.
C. The slow application for goods and customer information affects the further promotion of business. (Application for envelopes, paper cups and other items, customer asset information of sub-branches, application for maintenance of old equipment of sub-branches)
Summary of marketing activities 6 20xx years, is an unforgettable year for me. I came to Puxian Mobile Company and became a shop assistant. I know how much work pressure and responsibility I will bear. Commerce is a "window" to display the image of mobile enterprises and reflect the mental outlook and comprehensive quality of "mobile people". Now, 365 days have passed, and my work is very tense, but I am full and happy. Tension is the rhythm of work here, full of complicated work content, and happiness is all I get from it. I am grateful to the leaders of Pu Xian Mobile for giving me such an experience opportunity, and to all my colleagues for their recognition of my work and care in my life.
The business window faces a large number of customers every day, and should be warm, kind and patient to every customer and handle it quickly. Salesman is the most common and common position in the enterprise, and is the forefront of the enterprise. It is required to communicate with customers with true feelings and warm service in the process of direct contact with customers. "Worry about what customers are anxious about and think about what customers think" is my service tenet. Every employee's corporate image communicator is a symbol of enterprise hope and vitality. In my work, I have contacted countless customers and experienced countless passive services, and truly realized what services customers need most. The accumulation of dribs and drabs in my work has laid a solid foundation for my future service to customers.
Working at the front desk, there are many contacts with customers and many things to coordinate. In addition to normal charging and business handling, it also plays an important role in receiving users, conducting business, coordinating relations, resolving conflicts and consulting. Now my task is to actively expand td fixed-line business.
At work, study hard professional skills and improve their own quality. Pay attention to the roots, always remind yourself that "peaches and plums don't say anything, but seek to learn from others" and gain the respect and recognition of colleagues and leaders with their own practical actions. Although some achievements have been made in the past year, there are still some shortcomings, mainly due to the lack of ideological height and professional skills, and there is still a certain gap compared with experienced colleagues.
In my future work and life, I must strengthen my study, be brave in practice, read widely, pay attention to collecting all kinds of relevant industry information while learning from books, and absorb all kinds of "nutrition" extensively, so as to do my job better and establish a good personal image. The work pressure is great, but we are happy because we have gained something. Now we are working hard and feeling happy!