The Promotion Of Profit Must Be Scientific.

Many stores are in a state of no profit or negative profit while operators do not know where to go for rectification. The advertising agencies or the so-called professional consulting companies, because of the lack of a scientific way of store management and guidance, have made unmotivated marketing activities after they have made unfounded and referenced market results.

There are countless specific points in the promotion of the profit of the store. From this point of view, we conduct an exchange analysis with the store operators in order to get the analogy.

Let's take a simple example to analyze: for example, the number of people visiting the store is 100 people a day, and the sales volume is 2000 yuan per day. OK, from this point of view, our store operators can find the following three different solutions.

First, increase the flow of adults.

A very simple way of reckoning is that stores now have 100 customers a day, and sales are 2000 yuan. If you want to double sales, the simplest way is to make the stores reach 200 people per day.

From: 100 people =2000 yuan to launch: 200 people =4000 yuan.

OK, in such a simple way of calculating, if we want to increase profits in the existing state, our operators can make a decision whether to promote sales activities or to increase word-of-mouth communication, or to attract people's popularity by rectifying their internal characteristics. This solution requires a higher visual impact and depends on catching the first impression of the audience. Whether it is the operator itself or the professional consulting company, it is necessary to drive the popularity of people to increase the flow of people as the main objective.

It is suggested that we should not only focus our eyes on promotional activities, but also through the rectification and straightening out the operating characteristics of the outlets to achieve the final long-term word of mouth effect and avoid short-term peaks.

Two, upgrading existing

1) improve the number of passengers, that is to say, increase the number of passengers coming to the store.

That is to say, the number of customers who purchase the store within a day can also increase the turnover.

That is, if 100 people have 50 people who buy them, they can be analyzed.

50 people X 40 yuan =2000 yuan launched: 80 people X 40 yuan =3200 yuan, that is to say, in the case of the customer's average purchase amount unchanged, as long as we increase the volume of customers coming to the store can also achieve the turnover increase.

The related factors to enhance the customer number include shopping atmosphere, category price, salesperson.

Three, enhance customer unit price.

The main content of this article is to improve the unit price (i.e. the amount of a single paction per customer) and the number of customers (the average quantity of each paction per paction).

Analysis:

If there are 50 people in 100 people who have bought, each person will spend an average of 40 yuan, which can be analyzed.

50 people X 40 yuan =2000 yuan launched: 50 people X 80 yuan =4000 yuan, that is to say, in the case of the same number of buyers, we only need to increase the average purchase amount of customers can also achieve the increase of turnover.

By analyzing the sales data of a store within a period or within a day, we can get the status of the customer price, and then measure the effective category and the invalid category according to the sales data, then optimize and eliminate the category, and do the related sales between the three categories of cash flow products, high gross profit products and special products, so as to drive the overall sales volume and increase the passenger unit price.

Shop promotion, can not beat the head.

When planning a promotional activity, stores often enter into a misunderstanding. Organizing sales promotion activities is decided by their heads. Many promotional activities are usually limited to temporary sales promotion. There is no basic core to guide them. Many shops (including enterprises) planning departments, when planning sales promotion activities, simply promote sales for promotions, or see which products are declining in sales volume. They immediately organize special sales, and do not think of how to balance the sales of the entire product line.

Since the opening of the A supermarket in Tianjin Development Zone, the volume of sales has been high, but its total sales have been low. Its sales director, Zhang Zi Wen, decided to implement 30 percent off preferential activities in the store in order to increase sales. The result is: during the activity, the turnover has gone up, but the gross profit rate has dropped. The activity has ended and the turnover has been resumed, and the average gross profit margin of the supermarket itself is not too high. This activity is equal to losing money and making a drink.

This situation made Zhang director extremely depressed. Once we were having tea together, we longed to tell our minds about the gloom. I was commissioned by Zhang. I went into the store to conduct a field survey. Through reading sales data, we found an interesting problem. The average customer turnover in A supermarket was around 19 yuan, that is to say, the average purchase amount per customer in the store was 19 yuan. Meanwhile, the interval between the two purchases of A supermarket customers was four days. So how to raise the unit price of customers is the most critical problem of A supermarket. In view of this situation, I made such a resolution to A supermarket.

In order to raise the price of customer paction, we should promote the sales promotion of 50 yuan in gift giving in the store, so that the unit price can be promoted rapidly and can break through the original thinking mode of customers. For example, when we spend about 10 yuan in a supermarket every time, it will naturally produce a kind of inertial thinking in our mental mode, which will cause our consumption in this supermarket to linger at about 10 yuan. But if we have the chance to break the 10 price and rise to 50 yuan, then we will spend 50 yuan on shopping in this supermarket. This will be a psychological price for us.

Do not belittle this kind of sales promotion method, it can enhance customer's customer price in an invisible way, step by step, according to different store business scope, can make clear how to make simple and effective promotion.

Sure enough, after the launch of this activity, the turnover of A supermarket has increased rapidly, and its stability has been steady. By reading the sales tickets, we found that the unit price increased from 19 yuan to 62 yuan, that is to say, the daily sales increased by three times. The business purpose of A supermarket was successful through this small promotion.

When organizing sales promotion activities, shops must clarify the purpose of sales promotion, and do not promote sales simply for promotion. If activities are to clean up inventory, the promotion of inventory must indirectly drive the sales of high margin products in stores. If sales are done to stimulate people's popularity, remember that you should not easily touch the price band of high Maori products, and all sales promotion activities should be based on driving sales of high margin products.

At the same time, it is necessary to increase the analysis of the database, analyze the sales data scientifically, straighten out the sales situation, and analyze what kind of promotional activities should be organized, which is to speed up the turnover of goods or to enhance the efficiency of the flat. Sales promotion seems simple, but it is based on scientific and rigorous data analysis. Therefore, the rational use of sales data can avoid the promotion of sales activities that are decided by the beating of the head.

Store business knowledge is very cumbersome. This article is just about the few objective small aspects of the improvement of the profit of the store. The specific implementation of the store should be analyzed according to the actual situation, so as to make the correct improvement.