How Shoe Stores To "Win The Battle"?

"Winning the battle end" is a popular phrase recently. In order to terminal We have fought well in this war. Shoe enterprises They all attach great importance to the visual identity of terminal stores. And how to create a store store atmosphere, attracting more Consumer What is your vision?

First of all, we must clearly realize that the store is not merely a place to display goods, but a platform to display the comprehensive factors such as product style, enterprise image and guide quality. How to make the platform more perfect and let the store fire up?

1. Create convenient stores for customers to shop. Environmental Science

Customers need to pay the cost of shopping, in addition to the cost of capital, but also to pay a variety of physical and time costs. If stores can not save these non capital costs for customers as much as possible, there will not be enough customers to patronize your stores.

Shop location selection: we should choose the urban areas with larger traffic volume, instead of choosing remote development zones as store sites. Secondly, we should choose a convenient street. Try to avoid shops in one-way streets, traffic control, streets with guardrails that need to go overpass streets. Otherwise, although the storefront is very attractive, it will only let customers forget "shop" sigh.

Parking is convenient: customers usually like to go to shopping places where they can easily stop. Whether it's a car park or a bicycle park is the key to customer retention. According to statistics, a car parking space can bring 100 thousand yuan of sales a year. In case of peak shopping period, there must be special person scheduling. Of course, a special parking lot must be free.

The entrance is convenient: the entry setting is also critical, not only to facilitate pedestrians entering the main street, but also to consider whether the customers who drive or ride bicycles are easy to enter. Secondly, some stores need a number of steps or a few steps to get to the store, which are the physical costs that customers are unwilling to pay. In addition, the entrance must be spacious, bright, clean and tidy, full of vigor and vitality. So that customers can browse the merchandise inside the store.

At the same time, in general, shop doors need to be opened. If they need air conditioning in winter, at least they should be replaced by automatic glass doors or light and transparent curtain. In addition, check whether the floor is too smooth, whether the commodity will block the entrance, whether the carton is in a mess or not, including visual, auditory, olfactory, aesthetic and other aspects of the improper. These details often give customers a deep first impression, which is very important.

2, create an atmosphere outside the store to attract customers' attention.

Store recruitment: store recruitment is the face of the store and plays a huge role in attracting customers. The most basic element of store recruitment is to tell customers the name and trade. Shop design can not be too complicated and fancy, so as not to distract the attention of passers-by; in the choice of patterns and fonts, we should give full consideration to the industry characteristics and the preferences of the target consumer groups.

The purpose is to attract consumers into the shop and promote consumption as much as possible. Two, let consumers memorable, and can easily find out, or easily report to his friends in the process of word of mouth. If the store stores the maximum font size and the content is as simple as possible, it can also see the customer at a faster speed.

Appearance: almost all people enter the shop for the first time to judge whether they will come by the appearance of the store. Therefore, whether customers are willing to patronize this store is not just looking at signs, but also appearance. Shop tells customers what stores are doing, and the atmosphere of appearance is the main factor to make customers feel psychological. So how can we create the best atmosphere outside the store?

First of all, according to the characteristics of the target population to create a store style, such as the main selling place for children's products, we must create an atmosphere that accords with children's psychology, hobbies and habits.

Secondly, according to the industry and industry fever, the industries with low heat (relatively less frequent) are mainly tree images, such as giving people or honourable, elegant, or fashionable, avant-garde and so on. In the industries with high heat (frequent trades), the unit price of general merchandise is lower. Apart from setting up a shop environment conducive to promotion, they can also place a large quantity of goods outside the shop, with the purpose of attracting customers with POP and creating a panic buying atmosphere.

3, how to make customers feel psychological safety when shopping.

Psychological safety refers to: the customer's initial impression on the appearance of the store determines whether the customer will enter the store. When stepping into the shop, safety is the key to deciding the customer's shopping mood. The sense of security comes from 3 aspects:

One is whether we can come out of the store safely.

If the store settings are rather dark and dead, they will feel particularly unsafe when they are few. If the salesperson is cold, they may be able to monitor their eyes in a distance. Therefore, we should take into account the psychological factors of customers and minimize the dark side.

The two is the price factor.

The personal budget standard is the key factor to decide whether or not a customer should buy. If the price of the goods is too high or the price is not marked, it will give customers a sense of insecurity about being slaughtered only by the salesperson's price. In order to dispel the contradiction between budget and price, we should clearly mark the price and sell it at a slightly lower price in order to attract customers.

The three is the unease of salespeople to customers.

If the customer does not shop, the salesperson looks at the customer with unusual eyes, leaving the customer hard to visit for the second time. Sales staff must have affinity, and customers will get the best courtesy if they enter the store, so as to win more sales and repeat customers.

4, create a convenient store layout.

A good store atmosphere attracts customers, and the next is how to use the store's settings to attract customers to browse and purchase merchandise.

Main path setup: how will customers enter the store? Will customers go to the innermost part of the store? This will be your route setting. In order to let customers browse the entire merchandise in the store, the route must be able to let customers turn around every corner of the shop, and it is cyclical. Because only customers are allowed to turn around the entire store, the attractiveness displayed by merchandise displays is meaningful to customers.

The main path setting principle is that eighty percent of the customers who enter the store will take the road; they must extend to the innermost part of the store so that customers can see the merchandise at the corner of the store; the access must be straight and there is no bump and obstacle on the ground; of course, the main access must be the most spacious passageway in the shop.

Sub channel setting: besides the main path, the setting of the secondary path is also critical. In the design of the store sub channel, we should extend the passenger flow line as much as possible and increase the stay time of customers in the store. The width of the passageway must be suitable for customers to choose goods and the safe distance between people when they pass. The width of the main passageway is above 1.5 meters to 2 meters, the secondary path is 1 meters to 1.5 meters, and the auxiliary channel is more than 0.9 meters. Below this distance gives people a feeling of cramping, which affects customers' shopping. In short, whether it is a main access or a secondary access, its setup must be simple, bright and commodious.

The setting of the cash register: the checkout which seems to be only for customers' checkout is very knowledgeable. The location and quantity of the cash register should be determined according to the setting method, passenger volume, single customer purchase amount and sales method. Generally speaking, after the customer enters the store from the gate, the design of the channel will force the whole store to turn around, and the design of the access will achieve the purpose of the store, and also make the customers enjoy the shopping. Setting the cash register in this "enjoyable" position is the best position. That is to say, according to the setting of main channel, the display of attractive merchandise will set the cash register on the extension line of passenger flow, which is a suitable location. Of course, this is only the principle of setting up the cash register, and its specific implementation depends on the specific circumstances of each store.