The Way Of Luxury Terminal Store Operation

As we all know, the value of luxury goods can not be measured by the standard of general merchandise. Apart from the luxury itself, honorable, comfortable, quiet shopping environment and respect, intimate and considerate service process are also part of "luxury". Consumers want to enjoy the symbolic value of luxury goods through consumption, so as to experience a delicate life.

The inherent sense of dignity makes luxury brand communication not suitable for bombing advertising strategies and dazzling sales promotion and other means as the best tool to approach consumers. Luxury terminal stores pay more attention to the visual image transmission and shopping guide art of brand terminals. The pursuit of detail and quality has become an important means for them to deduce brand connotation and achieve communication with customers. This issue is specially invited to China. clothing Zhang Lili, the display consultant of Lego Association and China exhibition manager, explains the operation of luxury terminal stores.

Visual display is the most intuitive way to communicate information with the target audience, like "shape". Perfect quality service is the essence of brand culture, like "God". The "God" is a collaborative effort made by people, such as shopping guide, and so on. The three are inseparable and internal and external. Zhang Lili put out the essence of luxury terminals at the beginning.

　　 Noble and friendly shopping guide

In the visual elements of the terminal, salesmen are the only visual elements with vitality. Therefore, the mental outlook of the terminal salesperson will become a dynamic visual presentation of a brand, and every move will give customers the most direct brand association. "Salesmen are the soul elements of a brand's terminal, which not only inherit the brand's history and culture, but also represent people's pursuit of high quality services in modern society." Zhang Lili said, "especially luxury brands demand higher quality of terminal salesmen."

Every luxury brand has strict standards when selecting terminal salesmen. Salesmen require clothes, style or luxury or elegance, consistent with brand image. Some companies will hire professional consultants to conduct unified training on their makeup and make-up. It also includes elegant posture, decibel decibels, sales language skills, consumer psychology, human body language and other behavioral and psychological aspects. Zhang Lili concluded: "people who are noble in quality but not indifferent, who are friendly but not kitsch" are more suitable for luxury shopping.

Salesperson is always the symbol of brand at the end store. In addition to meeting the external standard of company image standard, sales staff should pay more attention to the understanding and transmission of brand spirit. The focus of the service industry is to start from the "heart", which can not only satisfy the psychological experience of customers, but also stimulate the imagination of customers to complete the perfect communication between vision and psychology.

"The particularity of customers' consumption psychology determines that they will adopt a distinctive sales method." Zhang Lili introduced that salesmen need to set the scene to excavate the internal needs of customers and find the internal buying incentives. At the same time, in the process of situational marketing, it is far from enough to grasp a good language expression. It is important to link the luxury with the needs of customers, and grasp the four main opportunities: "customers enter stores", "product introductions", "in-depth communication" and "customers leave". In short, meeting customer's psychological experience is the core requirement of sales.

　 Exquisite display is reflected in details.

Whether it's a luxury brand or an ordinary brand, the commonality of visual merchandising is to create aesthetic perception, and display the marketing strategy according to the positioning of its brand culture. The ultimate goal is to enhance sales. Although there is no distinction between high and low points of display, it is possible to meet the requirements of the brand and promote the display of performance. "The display team is not an artist or a designer. We can not change the design of the product, but it can enhance visual attraction through visual technology, enhance the transmission of information, and then increase the customer's try experience and eventually lead to sales." Zhang Lili said.

The difference is that the display standard of the luxury industry is not only to meet the requirements of the overall color, style, style, and band display, but also requires strict specifications. Zhang Lili said: "luxury brands are very confident and proud of their products. They are the symbol of quality."

This is also in line with the pursuit of refined brand quality and quality life of luxury brands. Terminal display techniques will mimic the lifestyle of high quality living groups, and even the miniature of wardrobes in upper class families.

"Therefore, when we display, we first present the history and culture of the brand, and then the lifestyle of the target group, followed by the most detailed and accurate communication. High standards come from within, so you see a very refined and elegant external expression. Zhang Lili summed up a number of rules: "1. in line with the brand culture positioning requirements, the classic heritage brand spirit can not be violated; 2. to follow the unified visual standardization requirements, at the same time, flexible and adjust the implementation strategy according to local conditions; 3. adhering to the detailed quality sense of consistent pursuit and exquisite and noble way of life accurate communication."

In addition, Zhang Lili introduced that the terminal visual image and window display of each luxury brand were developed by the headquarters unified planning, and implemented by the executive companies everywhere. They can make minor adjustments according to local conditions, but the transmission of the general style and the high quality demand have not changed. They will unify the visual display guidelines, make detailed standardization requirements for the terminal image, and distribute corresponding display props, window exhibits, etc. The requirements for display of goods are very particular. Visual unified image is a prerequisite, so it will be seen in Milan, Paris, Tokyo, Beijing, Shanghai and other cities to see the same style even unified standard visual communication image. Of course, the completion of these visual transmission is the professional display team, and the rigorous sales team's strong cooperation.

The construction of terminal visual display is completed by a professional display team, but the long-term maintenance of visual image is done by the sales team, and the two are indispensable. In the late stage of daily management, the display team makes fine adjustments under the standards of visual guidance, and coordinates the cooperation between the commodity department and decoration Department to achieve the completion. It needs close cooperation with many parties to maintain the perfect image of the terminal store.

　 Special treatment for luxury goods

Shopping mall, a small southern city, adjusts the floor structure and compresses the sales area and proportion of domestic brands in order to match the entry of a well-known luxury goods. Moreover, in order to match the visual promotion requirements of the brand, a pedestrian overpass in the municipal construction was demolished, because the brand felt the location of the overpass blocked the shop's view. Zhang Lili cited a case of luxury brands in shopping malls. Although this example is exaggerated, it truly reflects the "picky" choice of luxury goods in shopping malls.

First of all, luxury brands need huge space to realize the transmission of terminal visual image. Bright street and bright windows, super large LCD display screens, huge outdoor hard and wide posters are essential hardware elements. Of course, many brands also attach great importance to the unification of geomantic omen and the choice of neighbors. They need to be accompanied by luxury companions, which will surely attract more target customers and attract more business opportunities.

Shopping malls with big brands enjoy more special services. In the business hours, VIP activity venues and display adjustment time, shopping malls must make corresponding adjustments and cooperate with each other. For example, if a luxury brand has an important activity at five p.m., the mall needs to restrict passenger flow to meet the needs of VIP customers.

Of course, shopping malls also need to make accurate judgments and interpretations of their location and planning. Reasonable space planning and comfortable and diversified shopping environment will surely become the magic weapon for victory. The visual image and considerate quality service are important factors for successful marketing of many stores.

Shopping malls provide superior hardware facilities to introduce large brands, such as satisfying spacious and comfortable shopping space, independently raised large windows and outdoor hard and wide visual display. At the same time, this has greatly promoted the sales promotion of other brands in the mall.

Many shopping malls need the help of these luxury goods to show their internal strength, and luxury brands also get more favorable promotional resources to inherit the brand culture, which is a win-win move.