In order to survive and develop in the fierce market competition, improve the sales performance of specialty stores and improve the profitability of stores, operators must have a full understanding of the market. The so-called market, for specialty stores, is the consumer group that buys our products. By cultivating the market, we mean maintaining and cultivating consumers who buy our products. Under normal circumstances, the operation mode of specialty stores varies according to the business circle, location and flow. Shops with a large flow of people attract customers into the store through decoration, advertising, display and atmosphere creation, and improve customer turnover rate, sales volume and profitability through rich commodities, special prices, promotional prices and shopping guides. In addition to the above methods, storefronts in second-and third-tier cities with small traffic must also take customer maintenance as the focus of their daily work. As the saying goes, "big cities depend on people and small cities rely on human feelings" is the truth. The specialty store is located in a specific location in a specific business circle, and the customer attributes will not change much in a short time. Therefore, we must systematically analyze the consumer groups of specialty stores to understand customer needs, fashion trends, consumption habits and so on. Organize products reasonably, guide consumption, cultivate the market, face market competition correctly, carefully analyze competitors, conduct self-diagnosis, and find effective ways to enhance the comprehensive competitiveness of stores, so as to maintain the healthy development of specialty stores. Because the business circle, location, decoration, etc. of the specialty store are a foregone conclusion, it is difficult to make a breakthrough from these aspects. Therefore, according to the actual situation, the sales performance of the store should be improved by improving the customer occupancy rate and transaction rate.
First, how to improve the rate of customers entering stores in specialty stores
Under natural conditions, factors such as business circle level, store location, store decoration and traffic environment directly affect the customer occupancy rate. This paper mainly discusses how to improve the customer occupancy rate under the condition that the above factors remain unchanged. We can divide the customers who enter the store into two categories: natural customers and customers who are attracted into the store for analysis. Customers entering the store are people walking around the store and people who have practical needs for leather. No matter what kind of customers customers belong to, increasing the rate of customers entering the store will naturally increase store sales. The customers who stroll into the store may be the potential customers of tomorrow. When they have seen Ircon leather products and shop around next time, they will naturally think of Ircon leather products. Customers who have actual demand for leather will become our consumers as long as they can see the products they like and the prices are acceptable. Therefore, some measures should be taken to improve the rate of customers entering the store. Generally speaking, in a certain period of time, the total number of customers who buy bags has not changed much, and whoever has a good business will be able to retain customers. Because customers usually have the habit of shopping around, as long as we improve the visibility of the store and enhance the overall image of the store, we will have the opportunity to win the favor of consumers.
In order to improve the rate of customers entering the store, we usually adopt the method of "please come in and please go out". Here are some ways to improve the rate of customers entering the store, and discuss with you:
(1) A good storefront image attracts customers into the store: a clean storefront image can give customers a good first impression. Specialty stores should pay attention to the cleanliness of the front door, and no obstacles will affect customers entering the store. The advertising screen at the door should be updated in time. Posters should be posted in an eye-catching position. In-store display should fully reflect the sense of product value, arrange special special sales areas, indicate the price of special products with eye-catching advertising posters, and use lighting, TV advertising pictures,
(2) Inviting customers into the store by means of advertising promotion activities: By inviting customers into the store through certain advertising promotion activities, we can attract customers passing by the store with eye-catching advertisements or promotion activities at the door of the store; Attract customers' attention with all kinds of street signs and body advertisements to promote specialty stores; The distribution center can also organize specialty stores to jointly advertise, publish promotional advertising information in some influential newspapers and periodicals, and share the expenses, so that each specialty store can achieve the maximum publicity effect with a small amount of publicity expenses; In addition, stores can also set up VIP cards in busy sections and distribute store promotional materials, so that customers can come to the store with promotional materials or VIP cards to receive small gifts, improve the rate of customers entering the store and the influence of the store, leave a good impression on customers and cultivate potential customers. Jingmen leather shop is located on the edge of the golden business district. However, by distributing promotional materials, gift certificates and handling VIP cards in the gold business district, customers are guided into the store to receive gifts, and their monthly performance is rapidly improved by more than 20,000 yuan.
(3) Joint promotion can make different industries * * * use customer resources together: Joint promotion is a promotion method that integrates customers from different industries in a certain way and realizes * * * sharing customers. Horizontal alliance between different industries will not only affect the sales of both parties, but also enjoy customer resources, which is beneficial to both parties. Yikang Leather Kaiyang Store and Underwear Store jointly promoted and distributed vouchers to each other, which achieved good promotion results.
Second, how to improve the store turnover rate:
The rate of customers entering the store is the premise and basis of promotion, but improving the transaction rate can ensure the store to get more profits. The factors that affect the turnover rate of shops mainly include the following aspects:
1. Improve the sampling rate of products and maintain reasonable product inventory: the sampling rate and inventory of goods in specialty stores directly affect the sales of stores. Customers who enter the store have some needs or hobbies for leather products. When the sampling rate of goods is rich, customers have more choices and the probability of picking goods is relatively high. Therefore, increasing the sampling rate of products is an effective way to increase turnover. When the store is short of goods, it should update the goods in time and replenish the goods in time. Under normal circumstances, when new goods arrive at the store, the business will be better in the first ten days, and then the business will gradually decline as time goes by. The reason is simple: everything that sells well is sold. Therefore, specialty stores should replenish goods in time, improve the sampling rate of products, maintain reasonable product inventory, and often change the display position and mode of goods to give customers a brand-new feeling.
2. Cooperate with the construction of ERP system in distribution center, timely analyze product sales, inventory, goods trends, best-selling and slow-selling goods, and organize goods scientifically and reasonably: stores should pay attention to the organization, display and management of goods, and the organization of goods in stores should meet customers' needs according to local fashion trends. If store operators only organize goods according to their own preferences, it will lead to narrow adaptation of goods and only attract consumers with similar aesthetics. Ircom Leather has a strong product research and development team and strong product research and development capabilities. We should make full use of our own advantages and organize products with relatively complete categories. Specialty stores should also cooperate closely with the distribution center, analyze the trend of goods according to the analysis results of ERP system, exchange unsalable goods in time and supplement best-selling goods. At the same time, according to the sales characteristics, specialty stores should try their best to organize goods suitable for the local market demand, do a good job in organizing and managing commodity prices, focus on mid-range consumption, properly cover some markets with featured products, and strive for more consumers.
3. Correct use of special price means to deal with unsalable or surplus goods: Special price strategy is a strategy to reduce the price of some unsalable or a small amount of surplus goods before changing seasons, because when consumers buy goods, they are measured according to the cost performance of the goods. After the implementation of the special price, the cost performance of unsalable or surplus goods is obviously improved, and the circulation speed of goods is naturally accelerated. On the one hand, adopting the special price strategy can improve the sales performance of the store. Cultivating more consumer groups for the brand can reduce the inventory pressure of the distribution center, activate the capital chain of the distribution center, facilitate the organization of more new goods and improve the sales performance of stores, which is a virtuous circle. Some franchisees think that the company's return 100% does not meet the company's special price policy, and all unsalable goods are returned to the distribution center. As a result, business is getting worse. Why? Because the returned goods will not disappear automatically, the returned goods will eventually return to specialty stores for sale, and the distribution center will also reduce the order quantity of new products because of the increased inventory pressure, so the new goods circulating in the market will also decrease. The reduction of new products will inevitably lead to the shrinking of the market, and franchisees have no money to earn, so franchisees do not cooperate with the company's sales policy, and ultimately hurt themselves. It is necessary to actively cooperate with the company's special price strategy, but also actively reduce the price of part of the remaining balance to avoid the remaining balance being stranded on the shelves and improve the effective utilization rate of the shelves.
The special price of some products will reduce our profit margin, but we can deal with the unsalable surplus goods in advance, compared with the clearance at the end of the season. The special price strategy is to deal with the product when it is not stagnant, which can avoid greater profit loss and effectively attract some low-and middle-level consumer groups to try and understand. When they think our bags are better than other bags, they will become our loyal consumers, which is also the best means to cultivate the market and crack down on competitors. In addition, it's best to display the special items in a centralized way, and form a certain sales atmosphere with some advertising posters to attract customers into the store and improve the profitability of the store.
4. Properly encourage and manage the shopping guides, so as to improve their trading ability: shopping guides play a vital role in the profitability of stores. Correctly motivating and managing the shopping guide is one of the key factors for the success of the store operation, and the service quality and level of the shopping guide directly affect the customer turnover rate. Therefore, specialty stores should establish and improve various management systems, provide a competitive salary system, strengthen the training of shopping guides' working mentality and working ability, and stimulate their potential. The main problem we are facing at present is that many people enter the store, but the transaction rate is low. The emergence of this problem, on the one hand, is because the organization and management of goods are not in place, on the other hand, it is also directly related to the mentality and shopping ability of shopping guides. The shopping guide should try his best to persuade customers to make a deal when they enter the store, whether they are wandering or preparing to buy products. Many shopping guides welcome customers when they enter the store, and welcome them to come back next time as soon as they turn around. When the customer looks at the bag, he will introduce it a little and ask her why the customer doesn't buy it. She will tell you that customers are just looking around and they don't understand. The more customers watch, the more they show their desire to buy. Just because they haven't understood our competitive advantage, they are still hesitating and comparing! As a shopping guide, we should fully understand the customer's needs, talk with customers seriously, make suggestions to customers according to their needs, be a professional consultant to customers, gain their good feelings, eliminate their defensive psychology and guide them to make successful transactions. Do the above work well, even if the customer does not close the deal, it will leave a good impression on the customer. After shopping around, the chances of customers turning back will greatly increase. It is an incompetent shopping guide to find an objective reason not to make a deal. Such a shopping guide is simply a security guard invited by the boss to see the bag! The following are some suggestions on the management incentives of shopping guides for your reference.
1. Carefully select shopping guides: Specialty stores should carefully select shopping guides and put an end to cronyism; When recruiting shopping guides, we should make a comprehensive assessment to achieve quality and light weight. We should arrange reasonable sales tasks for the existing shopping guides, set up a reward and punishment incentive mechanism, and implement the last elimination system, so that the shopping guides have a sense of urgency and explore and train some excellent shopping guides.
(2) Help the shopping guide to establish a correct working attitude and improve the level of shopping guide: Specialty stores should often hold meetings to learn and share their shopping guide experience and experience, and ask the shopping guide to collectively find three packages of selling points every day, memorize them, take regular exams every week, punish unqualified personnel and reward outstanding personnel. The shopping guide is required to establish the concept that customers buy bags when they enter the store, and they will not be introduced to customers if they don't make a deal, summarize the customers who have made a deal and those who haven't made a deal, and find the starting point for making a deal.
③ Push out the potential of shopping guide through certain methods: Due to the limitation of objective conditions, there are good and bad shopping guides. Improving the level of shopping guide through training can achieve certain results, but it takes a long time, so we should use certain management methods to push out the working mentality and shopping guide skills of shopping guides. As we all know, in order to make a successful transaction, we must first understand the customer's needs, and the shopping guide can't understand the customer's needs without talking to the customer. Therefore, we require the shopping guide to have full communication with customers. I believe that the shopping guide in every store has some work experience, but there may be some problems in how to communicate with customers, but too little communication with customers is the biggest problem in the store, so we should not be afraid that the shopping guide is wrong, because after the shopping guide says it, she can see the customer's reaction, know what she said is good and what she said is not good, and she will understand what problems she has not handled well. Therefore, it is necessary to ask the shopping guide to receive every customer for not less than 20 minutes. In less than 20 minutes, the shopping guide must explain the reason to the store manager, who can answer the questions raised by the shopping guide on the spot and ask the shopping guide not to have the same problem again next time. After implementing this system for a period of time, shopping guides with less time to receive customers and low transaction rate should be eliminated. Because it takes 20 minutes to receive customers, the shopping guide will naturally try his best to retain customers. They will fully understand customer needs, constantly recommend products to customers and communicate with customers. These are the necessary conditions for the transaction. After active efforts, the level of shopping guide will be greatly improved, and the transaction rate of stores will also be greatly improved. While carrying out the above methods, we should also set an achievable goal for the shopping guide, that is, selling one more pack every day means that the average daily sales will increase by more than 300 yuan.
5, strengthen customer management, take the initiative to find target customers:
(1) VIP customer management: VIP customer management is a work that exclusive stores must attach importance to. We should maintain good relations with VIP customers, provide VIP customers with information such as new products and discounts on the market from time to time, provide them with maintenance services, give gifts on major festivals to attract them to come again, and provide various preferential conditions to urge them to spend again or refer them, so as to expand the customer base by referring VIP customers.
Grasp potential customers: treat all customers who enter the store seriously, provide consulting services, have a cordial conversation with customers, understand customer needs, facilitate transactions, and leave a good impression on customers; Explore competitors' customers through various publicity activities.
(3) Actively seek target customers: Specialty stores can use the annual festivals or meetings of some enterprises and institutions to develop some group buying business, or they can use their own network, or hire some part-time employees with rich network to provide basic salary plus commission to develop group buying business.
In a word, store operators should change their management concepts, integrate into a large group, proceed from the overall situation, and don't hold the concept of how much money they earn. As long as it is conducive to competition and development, we will do it. In the market competition, only by being superior to competitors can we attract customers. Only by constantly improving all aspects of operation and improving the comprehensive competitiveness of stores can specialty stores become real winners.