Efficient Operation Strategy Of Franchised Stores: Quick Collection

P, the regional sales manager of the Pacific Coffee people's Square shop, told us not to mention traditional clothing stores, 4S shops and wedding photo studios to find ways to go out and find customers. Even our coffee shops went out to look for customers. The so-called skilled women could hardly make bricks without straw.

Therefore, the coffee shop has increased the sale of sweets. Cooperation with cinemas can enjoy certain cash discounts from movie stubs to shop consumption. At the same time, they also carry out joint promotional activities with clothing stores in Raffles square, sending special people to the MTR outlet to distribute DMP pages.

In the research process, like the Pacific Coffee, it is not one or two stores to go out to find customers. More than 80% of the stores we know have already started active marketing, and use various kinds of killer tools to find customers outside the store.

Today's retail business has been extended from the store to the store, and who can find the first step for customers to win the sale.

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< p > if we want to find the target customers accurately and increase the turnover rate of the customers, it will be impossible for us to blindly go to the shop to see the order. It is like finding a needle in a haystack.

After doing in-depth interviews with store managers in many different industries, we summed up the following methods of collecting customers outside the store, hoping to play a role in attracting customers. More retail friends are willing to share your gathering skills.

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< p > strong > 1, < a href= "http://www.91se91.com/business/" > member < /a > marketing < /strong > /p >

When p was shopping in coach store, the clerk encouraged me to run a membership card. Then my home mailbox received the price discount page and cash coupon from coach regularly. The most surprising thing was that in the first half of my birthday, coach not only delivered a 300 yuan cash coupon to my mailbox, but also sent text messages to remind me to pay attention to the time of cash coupon.

In the stores where I have run the membership card, I have done very well with the Henry Dali watch and Estee Lauder's member follow-up service.

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< p > why should we pay special attention to affiliate marketing, because members are customers who have already purchased our products, and we have achieved a certain amount of consumption to enjoy membership. It is particularly important to encourage repeat consumption of old customers, which is also consistent with the famous sales rule: the cost of developing a new customer is five times the cost of maintaining an old customer.

So how can member marketing maximize the value of members? I think there are four ways of thinking: let old customers come to the store many times? Let customers come to the store to upgrade the cost of each purchase more expensive? Let old customers bring people to buy, so that old customers are willing to introduce.

As for how to maximize the value of members, there is no more detail on this. Just share with you third points, let the old customers bring people to buy. The practice of Kimberley diamond stores is to launch the activities of doubling the members. The so called double integral is that as long as the old customers bring new customers to the store to consume, the new customers enjoy the corresponding points according to the amount of consumption, while the new customers can enjoy twice the total consumption of old customers, so that not only new members are added, but also can inspire the enthusiasm of the old customers to bring people to the shops.

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< p > < strong > 2, alliances > /strong > /p >

< p > > a href= "http://www.91se91.com/business/" > alliance of different trades < /a > is a popular form of special fire in the home building materials industry over the past two years. Merchants of different categories jointly invest resources to jointly organize promotional activities in the District, so that not only can they save market promotion costs, but more importantly, businesses share customer information.

In fact, many retail stores have already done so, but they have not taken such a domineering name, and have not made the scale of home building materials industry.

The reason for this is that when customers purchase home building materials products during decoration, the purchase time of related products will not be too long, so the distribution of profits can be achieved in a short time.

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< p > the most intuitive example of the alliance is the membership card of the airline. The members of the airline club often launch jointly with the credit card of the bank so that the mileage of the customer can be integrated. Meanwhile, the daily credit card consumption points can also give mileage points to speed up the upgrading of the airline membership.

In my hand, there is a joint name card of Eastern Airlines and Bank of communications. The two companies share my information, and I can get more benefits. Unfortunately, the service of Bank of communications is not very good, so I am very disappointed with this joint credit card.

Therefore, when developing alliances, the choice of partners is particularly important, otherwise it will make you lose.

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< p > < strong > 3, event marketing < /strong > < /p >

< p > traditional promotional activities can also attract customers to stores. Just facing the interference of many promotional information, how to accurately grasp the eyeballs of target customers is an important prerequisite for successfully organizing the promotion activities of stores.

For a store collector, good "a href=" http://www.91se91.com/business/ "promotion creativity < /a" is more important than promotion efforts.

Kimberley diamond store launched a campaign of smiling faces, asking newlyweds to share their happy moments and uploading them to the company's website, scoring by netizens. The top players have a chance to get a gift from Kimberley diamond.

Event marketing has been attracting more and more attention from businessmen. In order to be able to impress consumers, many stores have launched public welfare cards. Today, "you spend my donation" activities are common. Philip * Kotler put forward this view in the book "positive marketing". If businesses do charity marketing activities, consumers' doubts are how you prove that you really donated the amount you should donate to those who need help, that is, how to make sales pparency pparent. This is a big challenge. So, if even the traditional marketing activities are not good enough for businesses, I suggest you do not play charity marketing.

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< p > perhaps, a viral marketing communication campaign made by IKEA can give us some inspiration.

IKEA released a suspense advertisement "where are you staying tonight?" and then they asked volunteers to go to the IKEA store to experience what it was like to have a different night in IKEA. On the night of the event, IKEA arranged a free service for the volunteers who came to experience, such as the manicure division, the massage therapist and so on. IKEA recorded all this with HD cameras, putting people's performance on the video website that evening.

Such gimmick headlines naturally attract a large number of young people's clicks, and IKEA has won the attention of people again with low cost.

IKEA's inspiration to us is that if you want to win traffic through event marketing, you need to study the behavior characteristics of the target consumers and their way of life. After 90 years, they are already on the stage. It is particularly important to communicate with them with their language and ideas. Of course, the way of communication needs to be completely changed. TV advertisements are obviously not attractive to them.

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< p > < strong > 4, terminal intercept < /strong > /p >

< p > in the above collection means, we are all targeted marketing activities related to our target customers, where our promotion activities should be, and this is a view I put forward many years ago. The emergence of the Internet makes the location no longer a difficult point in marketing, so it is the key to make customers interested.

When we used all kinds of winning tactics to persuade customers to come to the store, the challenges we faced were also following, because the contention of terminal customers had already reached the stage of hand to hand combat. How did the customer come to the door of the shop to let her in? /p

< p > if you have many competitors around your shop and want to attract customers' attention, then advertising is certainly a very important resource.

But if you go to the department stores, home building materials market, hardware market and auto parts market, you will find that big ads are bloomer and expensive, and the effectiveness of advertising is not high.

We have developed 22 low-cost placement ads for terminal stores. When you develop these ads, there is no a href= "http://www.91se91.com/business/" > competition less than /a.

In addition to advertising, the image of interceptor and door face is also very important.

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< p > < strong > 5, WeChat marketing < /strong > < /p >

< p > > a href= "http://www.91se91.com/business/" > micro marketing era < /a > has arrived, since the media is exploding an unprecedented force. Before WeChat and micro-blog, our salesmen are using more telephone marketing and short message marketing. These two marketing segments are obviously difficult to compare with micro marketing.

A shop in Linyi, Shandong, organized a group buying activity, first sent a message on micro-blog. Anyone who is willing to forward this message and @100 friends with fans in the city will have the opportunity to enjoy the beautiful gift presented by the company.

As a result, many fans began to help him @ his fans, @ and finally found that there were no 100 fans in the city of micro-blog who gave up. At this point, the fission took place, and their fans continued to @ fans' and then gave up, and so on, the huge amount of effect that micro-blog had spread came out, but there were few gifts actually sent.

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< p > the momentum of WeChat marketing is becoming more and more intense. During the training of Hongrun down quilt, the distributor in Shenyang took me out of bed in the middle of the week and talked with me about micro marketing.

Chow himself went back to really use WeChat's platform to start a group buying business.

A few days ago, in order to buy a book about WeChat marketing, I ran into a group buying experience. It was really horrible. In one night, the merchant sold more than 500 copies. What kind of speed is this?

So, if every salesperson in the store will use WeChat platform to find the target customers, it will not matter if people come to the store or not. As long as he is interested in our products, he wants to buy it. Everyone else in the world knows what to do next.

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