How To Increase The Number Of Customers And The Unit Price Of Customers

Why do we need to analyze the volume of passenger flow, the rate of entering shops, the turnover rate, the joint rate, the turnover rate, the number of customers and the unit price of the customers? To this end, when I was discussing with some clothing store owners, many people still think that this marketing theory and retail technology are too complicated, which is totally unnecessary. However, the fact is just the opposite. Through the investigation of the 500 local dominant clothing stores, we found:

1 and 96% of store operators consider that analyzing daily, weekly and monthly customer metrics is critical.

2 and 78% of store operators installed counters at the entrance of stores.

3 and 64% of store operators control the commodity structure of the store through the unit price.

4, 81% of the store operators through the number of guests and the joint number of shops to develop thematic promotions program;

5 and 43% of the store operators analyze the member contribution and the member's return period through the single item index, so as to formulate a member promotion plan.

Therefore, as early as 2008, the author began to analyze the operating parameters of retail stores, especially about the number of customers and the unit price of customers, as well as the single item (i.e. shopping basket index).

Customer number and customer unit price are actually a very important index. When the store is in operation, the manager feels the most profound is the uncertainty of sales change, and always believes that relying on the weather, sales are often underground for a while, and there is no controllability at all. This phenomenon is mainly due to the analysis of the reasons for the number of transactions and the formation of customer price. If we can deeply distinguish the reasons for the original transaction and the change of customer price, we can effectively control the causes of sales changes and achieve the goal of healthy development of store business. Therefore, as a store manager, it is important to analyze the number of people, the number of transactions and the unit price.

So, how can we increase the number of people entering the shop, the number of transactions and the unit price? There are many factors that affect the number of people entering the shop, the number of transactions and the unit price in the daily operation.

　　 1, shop environment and atmosphere building

A lot of shop staff make the shop do not turn on the lights or air conditioning as a contribution to promote the business hours. I think it is not worth thinking about. In fact, full lighting and the indoor temperature of the premises are a basic indicator (that is, general merchandise storage conditions in GSP also require indoor temperature at 0 to 30 degrees Celsius), which directly affects the chance of turnover. I once went to tutor a retailer in Shanxi, when the outdoor temperature had reached 38 degrees centigrade. Because the shop was small and without air conditioning, I had been in the shop for less than 10 minutes. I was sweating like this. Who would like to come again?

About shop environment and Atmosphere building I am also very impressed by these two points. Whenever a new store opens, shops, or promotes activities, all stores will use balloons to splice into arches. Promotional posters, promotional stacks and DM manuals are put into the entrance of shops, effectively increasing the customer entry rate of stores.

　　 2. Commodity structure and replenishment capacity

People entering the shop can not make a deal, and the variety, quantity and replenishment capacity of stores are the reasons. I often discuss with some clothing store owners and shopkeepers that if stores do not install counters, we can record and count the number of people entering the store and the number of passengers in the store as far as possible, so as to calculate the customer churn rate. We need to reflect on how many of them are due to unreasonable storage of goods and how much of it is due to the shortage of the company's commodity structure and products. How many of them are caused by insufficient stockings? Accordingly, both subjective and objective reasons need to be improved by themselves.

　　 3, category driven and full display.

Many fashion shop owners are concerned about the absolute commodity. Gross margin level Ignoring the competitive nature of retail stores is due to the indifference and ignorance of retail nature.

In the final analysis, clothing retailers must rely on single products, gold products or category killers to win profits. With the intensification of market competition and the variety of commodities, single product winning and category management have become one of the most important means for apparel chain enterprises in daily management. In addition, clothing retailers also rely on full display to win customers' eyeballs. Terminal promotion is becoming more and more important in modern marketing. Besides site promotion activities, such as discount, reduction, presentation, on-site demonstration, commodity display and display and POP advertisement are becoming more and more important. Enhance brand exposure at the terminal to increase sales. {page_break}

　　 4. Thematic promotion and activity plan

The author thinks that the conventional promotion tactics of stores are very similar, such as buying and selling activities, which industry is doing everything, and we often learn others to buy gifts, but the effect is not good enough for others to do well, but they do not know the truth. Before making an activity plan, we should first define a direction. This activity is to make money at a loss, or to increase the number of transactions or the unit price or gross profit of sales. For example, a store sells an average of 6000 yuan per day, 100 times the number of transactions, and the unit price is 60 yuan. If the purpose is to raise the unit price only, the starting point is higher than your usual customer price, such as the purchase of 80 yuan at a time. If you want to increase the number of transactions, you can lower the purchase price or increase the proportion of delivery. If you want to increase sales and gross profit, you should start from the two aspects of the customer number and the unit price.

　　 5, professional knowledge and Sales skills

The author has tutored a retailer in Hebei. I asked my accompanying colleagues to calculate the number of people entering the shop and the effective passenger flow before taking the guidance. As far as I can tell, there are three problems in the performance of the chain stores. They are not familiar with commodity knowledge, do not understand customers, and do not mix with sales. They are the main reasons. These beauties only know how to push those high Maori varieties and how to sell the styles specified by customers, but do not know how to guide customers to consume and conduct consultative sales of customers. The colleagues who participated in the investigation came back to me and told me why they had so many brands in the shop that they didn't even listen to the brand. In that 45 minutes, the three business instructing them to match the total sales of goods was more than 8000 yuan.

　　 6, commodity quality and product price

In the process of store operation, what are the reasons for the unsuccessful trading? What are the reasons for the unsuccessful transactions? The quality causes the loss of repeat customers, at the same time, there is potential compensation risk. The price that reflects the price or the price of sensitive varieties must be adjusted.

In addition to the above factors, the number of transactions and the unit price of passengers are also affected by the purchasing power and the customer group attributes of the business district and location of the store. We can divide all the stores into several properties according to their geographical location, such as the main roads, old residential areas, new residential areas, campus areas, commercial streets, business super stores, etc. by analyzing the number of transactions in the same geographical location and the price of the customers, we can find out the rules of the sales and gross profits of each store's superior categories, and find out the benchmark.

　　 7. Retail efficiency Membership management

The retail industry is to maintain high efficiency and high turnover. The turnover of commodities is one of the most important indicators of retail industry. It reflects the efficiency of the retail industry. If we can not solve this problem well, enterprises will be trapped in the backlog of inventory and the flow of funds is not smooth. The market is eliminating inefficient retail businesses, and retail companies are also choosing to eliminate inefficient suppliers. "Last resort" is not only applied to human resources management, but also increasingly valued by businessmen, so it is applied to the management of brands and distributors. In terms of efficiency, we should not simply pursue speed and quantity, but also pay attention to quality and quality.

Retail is to make itself invincible by increasing membership. For a store, how to lock the fixed consumer group is an important measure to win the share in the market competition, and membership system is an important marketing means that the retail industry is paying more and more attention to. Many clothing store owners understand this truth, but few people are concerned about the conversion rate of members, the frequency of the members' return and the trading cycle. Few people combine the two indicators of customer single index with membership to conduct retail analysis and data discussion.

　　 8, superior services and retail management

The purpose of a clothing store is to provide consumers with all directions. Value service 。 In a sense, retail is service, service creates value, and service work management is in place, which is the creation of enterprise image and the increment of intangible assets. "Customers are our parents," "customer satisfaction is our eternal pursuit" and "customers are always right". The service concept of these enterprises is refined through practice. Only if we regard customers as God, then customers will turn the shopping mall into their own home. With the feeling of home, both sides will benefit from "win-win".

Management is the eternal theme of an enterprise. If we want to make the clothing store well and live to make the store develop rapidly, we must do everything possible to improve the operating efficiency of the store. Therefore, the retail management of clothing stores should create a distinctive mode and improve the level of scientific management so as to further enhance the core competitiveness of enterprises.