Interview With Wen Mingxia, Manager Of Beijing Bai Rong Store

Product display comes first.

"Customers always care most about shopping.

。

Customers can decide whether to enter a store at a glance.

Therefore, the first sense of store to customers is very important, especially the product display, must have characteristics, to attract people.

Wen Mingxia said, "it is generally believed that the display of pants is nothing new, just put on the shelf, but our store's display is carefully arranged, that is, the bonsai beside the pants are all intended."

She went on to say that due to the large space of the store, the contrast and repeated display were used to highlight the characteristics of the goods and enable consumers to see the appearance of the merchandise immediately.

Walking into Wen Mingxia's shop, it is indeed very impingement, bright and bright, with a visual effect and expressive power, and a clothes hanger with a rich sense of hierarchy, giving people a rich sense of goods.

"The middle side is a new product, so it is placed in a prominent position to achieve the purpose of promoting the main products.

Both sides are classified according to casual pants, trousers and jeans, a series of rows.

In this way, customers can quickly determine their purchase goals and make quick choices and purchases.

A large number of products will impress customers and play a suggestive role in buying customers.

Moreover, consumers are clear about the goods and are not prone to fatigue and boredom.

"The use of our accessories, backgrounds and lighting is also very characteristic. The layout of the scene will be designed according to different seasons, space and natural environment. You see that our booth and wall are placed with bonsai, combined with the display of special products, giving people a strong sense of life."

She said that modern people are increasingly fastidious about shopping environment, and terminal sales must be based on product positioning to reflect product sentiment and atmosphere.

"Making people enjoy both inspiration and aesthetic appreciation, and can feel the feeling after wearing clothes, which not only highlights the characteristics of commodities, but also guides the customers."

It is not a problem if you can attract customers into the store, even if the customer does not buy it, because if customers come in, there will be a magnetic field. "You will find that a lot of people in a shop will drive more people, and fewer people will be willing to shop," he said.

Therefore, she said, we must display the overall appearance and characteristics of the products according to the storefront space and clothing categories to attract customers.

Display is the premise. If the customer does not enter the door, the salesperson's sales skill is too high.

She also stressed that this impressive store environment, while constantly affecting consumers' eyeballs, has also infiltrated customers' brains in the accumulation of a long time, forming a beautiful brand feeling.

After the customer enters the store, the next thing is to see the sales ability of the shopping guide.

"Shopping guide must get the trust of customers at the first time, which plays a vital role in the sales results."

Wen Mingxia said that when customers did not see the product, the first thing they saw was shopping guide. If the shopping guide looked slack and listless, it would definitely affect the mood of customers buying.

"Shopping guide is the facade of a brand. Customers' perception of brand before buying products directly comes from the feeling and impression of shopping guide."

She said that all the staff in the store were uniforms, white shirts, and black trousers. They were all made up by the company, and every shop assistant asked for makeup.

She said that the dress is neat and competent, which will give customers a good impression and enhance their familiarity with the brand.

"If a customer comes in and sees your shopping guide wearing slippers to work, then I think the customer must turn around and leave.

Most of the high-end users of the men's pants are owned by them. They are either the backbone of the company or the white-collar workers of the company. They are very concerned about dressing.

Moreover, shopping guide matching with customer positioning can also shorten the distance between shopping guide and customers.

Wen Mingxia also stressed that it is not enough to look professional on clothes, but the most important thing is the attitude of shopping guide.

"When customers come to our store, we have to go into the hearts of our customers. Any customer is in need. Shopping guide should not only be guided, but also provide professional services and dress advice to customers in time."

According to her many years of sales experience, she feels that customers often want salesmen to give some collocation advice. Under difficult choices, professional introduction and demand are more and more intense.

"This requires that shopping guides not only play the role of sales, but also serve as advisory roles, and often use sales opportunities to experience the feelings of customers. In the sales process, they use expertise and professional knowledge to provide necessary information, and confidently recommend merchandise to customers in the sales process."

In conclusion, guided shopping with a consultative selling concept will always experience the real needs of customers in the position of customers, provide appropriate commodities, appropriate information and appropriate knowledge, and confidently engage in sales work, so that customers and storefronts can enjoy a good shopping memory, and at the same time imprint the store and brand on the minds of consumers.

Making services exceed customer expectations

Wen Mingxia said, sometimes customers buy products, often rational and emotional combination, an inadvertent move may lead to an order.

"We keep pure water in our store. When customers enter the door, we will deliver them to customers in time.

Sometimes customers stay in the shop for a long time because of this movement, and they play a positive role in sales.

She said that every shop in Bai stun has a small red stool, so long as the customers turn tired, they can sit down and rest at any time.

"We have a history of more than thirty years, and I have been a store manager for more than three years. What I feel most is that service is no small matter. As long as you consider it for customers, there will always be a return."

According to Wen Mingxia,

The trousers are generally lengthened. In order to facilitate customers to wear, the company signed a contract with the tailor shop to provide free cutting service for each customer, providing convenience for customers, and also making the brand get a good reputation and retaining a large number of loyal customers.

She said, "the company attaches great importance to the service level of terminal stores. When training, bosses often say that brands need to pay more attention to brand image, because brand image can cultivate brand loyalty, trust and reputation of target consumers.

Once the brand leaves a bad impression on the customers' mind, it will not only make the target consumers lose confidence in the brand, but also have a negative impact on the brand. "

It is pointed out that for the terminal stores, customer satisfaction is the core of the brand. If the brand is only a simple product for consumers, without any additional value that is overlaid on the product and can affect the psychological recognition of consumers, the brand will lose more profits, and may even be faced with the risk of being eliminated by consumers.

In short, the first impression on customers is not only products, but also shopping guides. Its essence is the cultural value displayed by the brand.

Brand culture is an effective carrier for brand to touch consumers' minds. Its unique charm is that it not only provides consumers with a certain value of products, but also helps consumers find out their spiritual identity, psychological resonance and pursuit of life value, and possess brand culture to catch consumers' hearts and consumers.