Types, Characteristics And Management Strategies Of Department Store Transformation

Through transformation, stores can eliminate ordinary brands with poor sales performance, introduce famous brands with good sales performance, and reduce the area of commodity category with low gross profit and poor sales volume, and increase the area of commodity category with high profits and good sales volume. Shopping environment The old and outdated feelings emphasize the warmth and comfort of shopping atmosphere, and ultimately help the department store to win more loyal customers, gain more market share and create higher sales performance.

The transformation of department stores can be divided into two categories: one is the scattered transformation of small area and partial area in the shopping mall; the other is the comprehensive transformation of large scale, multi region and multi floor in the shopping mall.

For example, under normal circumstances, Department store Each year, it will be divided into two stages before "51" and "eleven", which will adjust the concentration of some brand counters in the shopping mall.

Scattered transformation involves small adjustment, short time, few brands and low investment. The transformation process has little influence on the normal business activities of department stores. It belongs to the tactical means in the daily operation of enterprises. The main purpose is to promote sales in the busy season and ensure the successful completion of the annual sales target. Its essence can be regarded as a promotional means before a major holiday.

For example, when the shopping mall has been operating for a period of time (four to five years in our country), due to the natural aging or obsolescence of the old decoration materials, small scale transformation has not been able to promote the operation too much, so the operator has to refurbish a relatively thorough renovation and adjustment to the shopping malls in a large scale, which is a comprehensive transformation.

In some cases, operator Considering the consideration of some business strategy, the department store will be reformed in advance.

Because of the wide scope, long time, large brand and high investment, the comprehensive transformation has great influence on the daily operation of department stores. It is an important strategic decision in the process of enterprise operation and has great influence on the future development of enterprises.

From the designer's point of view, the renovation design of department stores mainly includes four aspects: plane moving line design and commodity category planning, indoor and outdoor space environment design, business environment design, and brand cabinet standard design.

From the operator's point of view, the contents of these four aspects, apart from the professional knowledge of interior design, also reflect the management strategy of department stores. Whether they are scattered transformation or comprehensive transformation, they all contain certain specific business intentions, which require designers to carefully understand and grasp them skillfully.