Bear B Qi Teaches You How To Run A Brand Children'S Clothing Store

1、 Environment

Pay attention to the hygiene in the store, the neatness of the fitting room, the characteristic layout shoes And other details to give customers a positive feeling. Wipe with your hands every day to see if there are any dust traces. Do not put buckets and brooms in the fitting room. It is forbidden to put cartons, plastic bags, etc. in the business place, and do not leave food, drinks and personal belongings in the store.

When trying on clothes on a model for customers, the model's body should be wrapped with cloth. This is respect for customers and models, and also shows the professionalism of the brand.

Lighting, air conditioning, background music, many things bring customers desire to shop, and details should not be ignored!

2、 Product

Out of stock is a "sales killer". Regular inventory, sales forecast, store goods adjustment, broken code goods record, etc. In any case, try to ensure the completeness and quality of goods. At the same time, it must be able to clearly know where to put the goods, what size, what colors, how much inventory is left, and what customers are suitable for. We also need to know the FAB of each product, what products will be available in the near future, and what are the unsalable products. Products are like ammunition in war. If we don't know them, we will be defeated by the market soon.

The sorting and cleaning of goods can not only make you have something to do in your spare time, but also keep the goods fresh and naturally attract customers.

All sales staff should be very clear about the main passenger flow characteristics of the region and the mall, and the goods that are suitable for the price, style, number, color and style. This is conducive to selecting suitable products when ordering.

III brand

Salesmen should have a clear understanding of their own brand, brand positioning, personality, history, competitors, industry conditions, target customer groups, etc. How can customers have confidence in their brand if they are not confident in their own brand and are unfamiliar with the shopping guide? It was found in the survey that many of the shopping guides were not fully trained, and the sales pressure was left to the store manager. This was very irresponsible, but also a very serious damage to the brand and sales.

4、 Personnel

Pay attention to the improvement of the overall quality of all members. Mature brands require that shopping guides can talk with customers, especially high-end positioning brands and commodities, stocks, real estate, cars, parenting, perfumes, watches and other knowledge related to the life chain of target customers must be slightly known. Mature brands require that all shopping guides be cultivated into store manager level characters, The shop manager is a coach, who trains the shop assistant to be a shop manager instead of a housekeeper; The shop assistants of mature brands are familiar with the customer's lifestyle and various nodes, as the slogan says: "We are all gentlemen and ladies, and we serve all gentlemen and ladies". Since we have entered the sales business, we should stand on the same line with your customers.

The salesperson is the biggest wealth of the store. All sales are only for sales service, and all sales are completed by the shopping guide. We should be good at finding, cultivating and retaining shopping guides.

5、 Display

The display of goods should be regularly updated and kept fresh. Even if no customers come into the store for several days, it is no exception. For example, the "one day for regular hanging, two days for display, and three days for store" of a brand, some once a week or twice a week, not only give customers a fresh feeling, but also exercise the matching ability of employees. At the same time, the store will not have a sense of "stagnation"; Even if there is no customer to touch the ornaments, they should be folded regularly. The tall and straight clothes can attract customers more than the soft ones. Hangers should not be hung alone or more than 3 pieces of the same type.

Themed display will make the goods appear more dynamic, such as ocean series and summer series. Coordination is very important, but remember that the main character must be the goods; You can promote the image, best-selling and unsalable models through display, but you should understand what you are doing.

6、 Services

Treat customers as friends, let them trust you, and sell themselves rather than products; For example, when a customer comes to the store once, he or she can call out his or her name accurately the second time. Memories will help customers to remove their vigilance and quickly get closer. Another brand just learned from Sweden: "Hello, I am * * Xiao Chen" instead of "Welcome to * * *". Obviously, when customers call "Xiao Chen, come here", they are much closer than "Miss, let me see this one".

Impressive greetings, heartfelt smiles, kneeling to help customers try on and other details will give customers a warm, cordial and noble feeling; Undoubtedly, the appreciation of commodities is also helpful to sales promotion;

Many stores don't even have water to come to the store. Mature brands not only provide water to come to the store and free maintenance of goods, but also provide ice water in summer. Customers like to drink coffee, black tea, and scented tea. As long as the salesperson registers once, when the customer comes again, he can enjoy this special treatment. One or two yuan for a drink, I don't know how many people have bought.

Service awareness is more important than sales professionalism. Service awareness and smile can make up for the lack of professionalism, because many customers know more than we do, but professional commodity knowledge cannot make up for the lack of service.

Leave some time and space for customers to observe what they say and what they look like, and remember that distance should not be too close or too far away. If it is too close, customers cannot enjoy the pleasure of their own selection. If it is too far away, they cannot enjoy your enthusiastic service. This "degree" should be summarized through experience, and every clerk should do it.

For brands with poor location, guidance system should be added. In addition to striving for the support of advertising resources in the mall, other ways can also be considered. For example, "open three voices" can attract customers' attention, improve brand awareness, and improve morale.

7、 Promotion

Fish farming is better than fishing, so we continue to expand VIP base It is what every brand is doing. There is no shortage of your quasi VIP customers in the market. The key is who has done it and to what extent. For example, in the "three three three" VIP loyalty plan implemented by a brand, after the goods are sold out, you will pay a return visit to the use of the products in three days, reconfirm them in three weeks, and remind them again in three months, so as to keep in touch with customers, which will make you return the old ones.

Try to win some resources from the shopping mall, such as DM mailing of VIP materials, shopping mall broadcasting, peripheral POPs, previous promotional advertising positions, recruiting agents, training agents, etc. These resources need not be used for nothing, but how much they can be used is the skill of the store manager, so for the brand, except that the regional manager should focus on the relationship with the mall, the store manager must also play the role of a bridge between the brand and the mall.

Increasing the frequency of customers coming to the store can be achieved through regular commodity maintenance, knowledge training, VIP card upgrade, customer birthday gifts, new product launch gifts, seasonal gifts, etc. To extend the stay time of customers, try to encourage customers to try on more and see more. This may make many customers buy more goods at one time. Providing customers with tea, magazines, and chatting with consumers and their peers also has this effect.

Sales growth strategy: the maintenance of customer relations in ordinary days will greatly help store sales in the key doorstep. If the sales task of the month cannot be completed, at the order of loyal customers, many potential customers who usually shop from the future store may join in. The DM list of famous products is also a platform for customers, especially those from other places, to increase their purchase opportunities.

To ensure the promotion without harming the brand image, it is necessary to separate from the regular price stores and set up special promotions. It is better to focus on the goods that are out of season, out of code, and in previous years. The price should be lowered at one time. Don't tangle with the regular price stores in terms of goods and prices, which is easy to form a "fratricidal" situation.

Even if you are really full of inventory, you can only carry out targeted or regional and phased promotions, and you must do what you say. A special sale of seven days is seven days, and you must never "postpone three days according to customer needs".