Terminal Promotional Clothing Eighteen Wu Yi Shows Great Power

At present, in Terminal sales In the market, sales promotion methods emerge in endlessly. Such as "buy one get one", "full 100 send 30" and so on, such a big promotion is sometimes mediocre, while some stores only use "entering the shop and courtesy" and do not give profits to customers in real terms. Why is it so hot?

"Give roses to others and leave money in your hands."

The year before last, a casual clothing company spent a lot of money on a flagship store on the busiest Yanan road in Hangzhou. The volume of traffic is very large, but the rate of entering shops is not high, and the turnover rate is very low. As a result, sales have been on the high side. In fact, the location of the store is good, the style and price of the product are quite right, the passion for shopping is very high, and there have been some large sales promotions such as "buy one, send one", but sales have not been able to go up. Finally, it is concluded that the reason for the new store's opening up is that its reputation is not high enough.

After discussion, we found that the Chinese Valentine's day on the eve of the Lunar New Year is coming. This is business opportunity. The company decided to design a "shop to send roses" on the seventh day of the seventh day.

On the seventh day of the seventh day, the company organized more than a dozen people to issue brochures on important sections, and then invited customers to enter the store. This quickly increased customer entry rate.

After waiting for customers to enter the store, the company used a killer trick to send two roses to each couple. In this festival full of love, the customers naturally feel embarrassed to leave with the roses. They basically stay in the shop for a while, pick out clothes that they are interested in, and even try them on.

As a result, the daily sales of about 3000~4000 yuan a day, shop Festival, Tanabata Festival has reached 20 thousand yuan a day. The cost only bought hundreds of yuan for 600 roses. achievement It has multiplied several times. The company later called it a "sell the roses and keep money in your hands" promotional activities.

Nowadays, it is too difficult to promote sales and subvert innovation. But as long as you know how to use it, you can get the traditional sales promotion into practice.

From this, we summed up 3 main categories and 18 common promotion methods for readers' reference.

Unconditional preferential sales promotion

This is the favorite of most families. The operation is simple and the effect is the most obvious. But the drawback is that the profit loss is more obvious, and it can not effectively promote the two consumption of customers.

Buy one (clothes) to reduce XX; full court / spring summer wear XX discount.

The most direct price concessions are enjoyed by consumers, and the effect is generally the best. These two methods can be used in daily promotion activities, but the discount amount should be designed according to the gross margin control point. When deducting costs, we should consider some other hidden costs, such as defective products and inventory backlog risks.

The full court X folded; the whole stadium XX yuan.

Businesses often use a low price or low discount that ordinary businesses can not accept to attract consumers' attention, so as to achieve the goal of entering stores to complete sales. But after entering the store, consumers often find that although there are such low priced goods in the store, they are basically seasonal products or processed products. Most of the goods in the store are still strong or not much discount. Therefore, these two kinds of promotional methods with gimmicks are usually used for customers who are scarce in the off-season, or during the off-season promotional season.

How many kilograms of body weight and how much yuan?

This sales promotion method is interesting and easy to operate, and it seems to be contrary to the fact that it is in line with the needs of consumers to lose weight and maintain normal weight. It is very helpful for news dissemination and word of mouth effect. It is suitable for new store opening.

Conditional Preferential promotion method

Design certain conditions and consumers can enjoy the discount after meeting the requirements. When promoting sales, businesses can achieve certain goals by ingenious means.

"The full court is XX yuan minus XX"; "1 pieces 12% off, 2 pieces 23% off, 3 pieces 34% off".

This kind of activity is usually used to clean up inventory under the condition of allowing gross margin to allow consumers to buy more products and meet certain quotas or quantities. In addition, you can also sell old goods when new goods are on shelves.

For example, when doing the "full 200 yuan reduction of 100 yuan" activities, we need to pay attention to two points: first, according to the product mix, the products can be priced at 199 yuan, 399 yuan, and 599 yuan, etc., so that customers can increase their purchases in order to get an integer of 200 yuan, so as to minimize the impact of price reduction on gross margin. Second, when the integral number of 200 is doubled, other related products can be replaced. For example, buy a 169 yuan T-shirt, buy a pair of socks of 35 yuan to get enough 200 yuan, and give the customer 100 yuan. Even if you pay 1 yuan to the cashier when you pay the bill, you can add up to 200 yuan, or you can reduce it to 100 yuan. If competitors use such a discount, you can add a discount level to the base of 200 yuan, such as "300 yuan or 100 yuan".

All in all, we can respond flexibly according to the sales promotion way of our competitors, so as to snipe our opponents and improve sales. This is why the same "200 yuan reduction of 100 yuan" has different effects on different shops.

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The venue is full of XX sending XX; buy one plus XX to send XX; buy clothes and send XX.

The advantage of these three ways is that you can give a certain amount of shopping coupons to promote the two consumption, or to give some low price gifts, reduce the gross loss caused by the direct reduction, and are more subtle. Especially, "buy one plus XX to send XX", and ask customers plus Qian Houcai to get the corresponding gift. These three promotions are suitable for normal use and increase some daily sales. Unless the gifts are particularly attractive, they are generally not suitable for large holidays or competitive promotions.

Buy 1 Get 1 FREE

This kind of sales promotion has great harm to the brand, and obviously reduces the gross profit margin. It also makes people feel that the product is eager to get rid of it and deal with it. Therefore, this method is usually used only in season alternation and inventory clearance. Of course, some businesses sometimes do a lot of promotional activities in order to free up display location, storage space and increase liquidity for new listing. It is suggested that businesses with a certain reputation and brand value should be used less and prudent.

"XX can enjoy X discount"; "XX can get a copy of XX".

These two promotions are usually used by external resources for their own use. For example, the use of a bank's gold card or other brand membership cards is conducive to the integration of resources and cooperation among merchants.

Combined preferential promotion method

Buy one (clothes) prize

When the new store opens, you can buy some gifts to draw the lottery. At the same time, to ensure that everyone will win the lottery, consumers will agree and take part in it.

Enter the shop and have courtesy

A typical promotion way to increase sales volume to boost sales. As long as the customer enters the shop, the shop assistants will give the customers some small gifts. If customers accept these gifts, they will feel embarrassed to leave immediately, and how many of them will linger in the store for a while to see the products in the store and then increase sales opportunities.

When doing such promotional activities, we should pay attention to the fact that the gift is best related to the brand, so that we can get some publicity effect by the way. The first case is the typical application of this method.

Flash sale

It is suitable for brands and merchants who have certain reputation in the market, good customer base, and usually less discount or lower price activities. Customers will be interested when they rush to buy time. Occasionally, some big brand businesses will rush to buy time, and customers will rush to queue up.

Money doubled

Some 100 yuan bills can suddenly be 200 yuan, which is still very tempting. During the May Day period, the number in the hundred dollar note is "51" or "5" and "1" in the number. Such activities are interesting and consumers will feel fresh. Note: when doing this kind of activity, you must participate in the whole audience. Therefore, you should adjust your product structure before the event, and pay attention to the details in the cashier and account.

Old clothes changing clothes

This is a disguised price reduction promotion, which allows consumers to provide some cash when buying new products. It can ingeniously use customer's old products to arouse customers' desire for consumption. Old clothes can be reused or donated, but what businesses value more is the promotional effect.

For example, in August this year, the "Love Earth children alliance" jointly launched by Parker lane and its children's clothing brands such as Garfield and bell Mei Yi is a public interest alliance with children as the main body. A child's old clothes can be donated to one of the members of parkland's "Love Earth children union" exclusive gift, and a 10 yuan voucher (which can enjoy a discount). The donation can be directly handled by the "VIP" membership card, which is the theme of "love the earth".

Are you familiar with these ways? That's right. How do you call it "common mode"? The key question is, do you really know how to use these methods in detail?

Just like in the previous case, before the adoption of the "buy one get one" big sales promotion reaction was mediocre, and the way of "entering the shop and being polite" did not give substantial profit to the customers, but the way was very hot.

The reason is that any way must combine the actual situation of shop assistant, such as promotion purpose, stock situation, market distribution, profit point, stage sales task, product characteristics, etc., and choose different promotion methods or combination promotions, so as to achieve the desired promotional effect.