Experts Introduce Efficient Methods To Control Clothing Shop Customers And Customer Price.

< p > Why do we need to analyze passenger flow, < a href= "http://sjfzxm.com/news/index_x.asp" > store rate < /a >, turnover rate, joint rate, repeat rate, and customer number and customer price? To this end, when I was discussing with some shop owners, many people still think that this a href= "http://sjfzxm.com/news/index_x.asp" > marketing theory "/a" and retail technology are too complicated to be unnecessary.

However, the fact is just the opposite. Through the investigation of the advantages of the 500 local regions: a href= "http://sjfzxm.com/news/index_x.asp" > clothing store < /a >, we find: < /p >

< p > 1, 96% < a href= "http://sjfzxm.com/news/index_x.asp" > store operator < /a > think that analyzing daily, weekly and monthly customer index is very critical; < /p >

The store operators at < p > 2 and 78% installed counters at the entrance of the store; < /p >

Store operators with less than P > 3 and 64% control the commodity structure of the store through the unit price of customers; < /p >

Store operators with less than P > 4 and 81% make the theme promotion plan of the store through the number of passengers and the joint rate; < /p >

The stores operators with less than P > 5 and 43% analyze the contribution of members and the cycle of their members' return through the single item index of their customers, so as to formulate a member promotion plan.

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< p > 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 the stores, as well as the guest single item, that is, the shopping basket index.

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< p > customer number and customer unit price is actually a very important index. When a store operates, the manager feels the most profound thing is the uncertainty of sales change. He always thinks that relying on heaven for food, 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 pactions and the formation of customer price. If we can deeply distinguish the reasons for the original paction 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 pactions and the unit price.

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< p > then, how can we increase the number of people entering the shop, the number of pactions and the unit price? In daily operation, there are many factors that affect the number of people entering the shop, the number of pactions and the unit price of customers. Let me lead you to analyze them one by one: < /p >

< p > < strong > 1, store environment and atmosphere construction < /strong > /p >

< p > a lot of store 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 business premises is 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. At that time, the outdoor temperature had reached 38 degrees. 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 back to this shopping environment?! < /p >

< p > I also feel deeply about the shop environment and atmosphere creation. Whenever the new store opens, shops or promotes activities, all stores will use balloons to splice into arches. < a href= "http://sjfzxm.com/news/index_x.asp" > promotional poster > /a >, promotion stacks, DM manual is a large number of stores at the entrance of shops, effectively increasing the customer entry rate of stores.

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< p > strong > 2, commodity structure and < a href= "http://sjfzxm.com/news/index_x.asp" > replenishment capacity < /a > /strong > /p >

Less than P, the number of people entering the shop can not be concluded, 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.

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< p > strong > 3, category driven and plentiful < a href= "http://sjfzxm.com/news/index_x.asp > > exhibit < /a > /strong > /p >

< p > many fashion shop owners are concerned about the absolute gross margin of merchandise, ignoring the essence of retail competition. The reason is the indifference and ignorance of retail essence.

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P, 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.

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< p > strong > 4, thematic promotion and activity plan {page_break} < /strong > /p >

< p > the author thinks that the conventional promotion tactics of stores are very similar, such as buying and selling activities, which industries do all kinds of businesses, and we often learn to buy gifts from others, but the effect is not good enough for others to do well, but they do not know the reason. They also buy gifts, others make money, but we lose money. Why?

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 pactions 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 pactions, 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 pactions, 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.

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< p > < strong > 5, professional knowledge and < a href= "http://sjfzxm.com/news/index_x.asp" > sales skills < /a > /strong > /p >

< p > 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 flow of people 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.

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< p > strong > 6, commodity quality and product price < /strong > < /p >

"P >" in the business process of the store: what are the quality reasons for the unsuccessful pactions? What is the price cause? The quality causes lead to the loss of the customer, the potential compensation risk, the price problem or the price of the sensitive variety, which must be adjusted.

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< p > in addition to the above factors, the number of pactions 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 pactions in the same geographical location and the price of customers, we can find out the rules of sales and gross profits of each store's superior categories, and find out the benchmark.

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< p > strong > 7, retail efficiency and membership management < /strong > /p >

< p > 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.

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< p > 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.

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< p > strong > 8, superior service and retail management < /strong > < /p >

< p > > a href= "http://sjfzxm.com/news/index_x.asp" > clothing store < /a > its purpose is to provide consumers with a full range of value services.

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".

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< p > 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 operation 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.

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