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Retail Store Eight Management. How Much Do You Know?

2014/7/7 15:45:00 42

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Retail Stores Eight Management Knowledge

for people who have not done the management of terminal stores, it is difficult to manage terminal management. There are too many things to do. They do not know where to start.

In fact, as for the management and operation of the terminal single store, as long as we have grasped several aspects of it, we can operate and operate it in accordance with certain methods and local conditions.

Terminal management includes personnel management, training management, goods management, shop management, promotion management, customer service management, accounting management, information management and so on.

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the performance of terminal stores largely depends on the quality and performance of employees. Some stores often attach importance to marketing programs, but because of ignoring the management of salesmen, the implementation of retail programs can not achieve the desired results.

So employees are the foundation of an enterprise. Attracting good employees is very important.

salesmen play an important role in promoting goods, providing services and publicizing the image of retail stores.

When choosing shop assistants, they should focus on assessing their appearance, communication skills, general knowledge and professional knowledge, and loyalty to their work.

personnel management is the management of the recruitment, screening, entry, post and other related work of the guide.

Each terminal determines the quantity and position of the shopping guide according to the size of its own shop, the number of passengers and the actual operation.

Excellent guides can smoothly sell the color fabric styles and general products in the general image shop, and let the terminal with good image and good products become more icing on the cake.

Therefore, the choice of shopping guide is quite important.

The selection of guide buyers should be selected from age, image, morality, quality and skills.

generally speaking, the excellent guide salesmen should have basic requirements: regular facial features, handsome appearance, good image, good temperament, cheerful personality, responsibility, initiative and quick thinking.

Excellent shopping guides also have relevant industry knowledge, brand knowledge, product knowledge, certain sales ability and communication skills.

when retail stores receive personal materials from candidates, they usually choose a certain test method, including written examination, as the basis for selecting candidates. The basic purpose of selecting candidates is to test the knowledge level and general abilities of applicants (such as perception, memory, thinking, imagination, language, generalization, creation, etc.). The main purpose of the interview is to test candidates' motivation and personal qualities (such as appearance, appearance, character, honesty, values, etc.) and professional competence in retail work (such as the ability to receive people, the ability to observe).

"P > daily dealings with many kinds of customers are the basic characteristics of salesmen's work. Salesmen must have sufficient energy, good interpersonal interaction ability and noble professional ethics to provide satisfactory services to customers.

Therefore, when selecting shop assistants, we need to examine the following qualities of applicants:

(1) < a href= "http://cailiao.sjfzxm.com/Matertial/show/default.aspx" > physical quality < /a >.

In order to match the characteristics of the retail store's image and product mix, there should be special requirements for the health, body type, height, age and sex of the shop assistants.

(2) personality.

Mainly from the general ability, temperament, character and other aspects of the candidates, the basic requirements for the salesmen include: good learning and progress, flexible thinking, strong observation ability, strong communication skills, quick action, enthusiasm and generosity, cheerful personality, honesty, carefulness and patience.

(3) working ability.

The investigation of work ability can be carried out in terms of education level, commodity expertise, retail service skills and work experience.

employees are the vitality of shops, and a good employee will bring unexpected leap to the store business.

A good employee should have good physical quality, strong working ability and perfect personality.

there are two ways for terminal stores to absorb excellent salesmen.

The first is to absorb talents with marketing potential.

This kind of talent has the characteristics of high plasticity and high understanding. This requires interviewers to find their sales potential and corresponding cultural level when recruiting.

After recruiting these people, the company's marketing policy and product knowledge training can be quickly developed.

The recruited terminal salesmen are all above the secondary school level and have the characteristics of affinity and agility.

After enrollment, a month long training is conducted.

First, let's go down to the workshop to understand the product structure and process requirements.

Later training is mainly marketing knowledge training, and then put into the market, which plays a decisive role in the promotion of market sales.

The two is to absorb the salesmen in the industry. Because of their rich experience, they can enter the post if they are familiar with the product structure of the enterprise.

Shop assistant, because it plays a shopping shopping role, so the talent in this field is also different from those in other industries, demanding higher and more strict.

Because when a salesperson guides consumers to purchase, they must master their physical characteristics, including their size and basic needs.

At this time, the salesperson must conduct knowledge instruction to the consumers' purchasing behavior, so that consumers can buy the clothes that fit.

Therefore, the introduction of excellent salesmen to join enterprises is the premise for enterprises to advocate quality service, and is also the key to promote sales volume.

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excellent shopping guide can create more performance, and training for shopping guide can cultivate more excellent shopping guides.

In order to make it better serve consumers, enterprises need to conduct a systematic training to enhance their professional knowledge and sales skills.

Training for guide shopping includes job training, skill training, service training and so on.

post training: job training includes industry knowledge, brand knowledge, product knowledge, shop operation knowledge and so on.

skill training: skills training includes display training, sales skills, collocation skills, account management, information collection, etc.

Service Training: service training includes appearance, service etiquette, telephone etiquette, customer service etiquette and so on.

there are two ways to train salesmen, namely, regular training and situational training:

regular training is generally basic knowledge training, divided into two parts, one is product knowledge training, including product structure, style, type, measurement method, wearing method, washing method, folding and preservation methods and other basic knowledge training.

Through these training, the salesperson can make personalized purchase guidance for customers.

The two is the training of sales skills.

Today's brands, especially the second tier brands in China, have similar brand names and product styles.

Under such circumstances, enterprises want more market share, and only rely on terminal sales to win the terminal.

In this way, salesmen's sales skills are particularly important in terminal channels.

The training of sales skills mainly includes sales attitudes in business, standardized terms in sales, and training of sales strategies, such as how to accept complaints from customers.

By strengthening training, salesmen can effectively master daily sales management and deal with emergencies.

situational training is also called simulation training.

It is generally required that a group of salesmen play the role of consumers in the store, and then the salesmen will sell products to them.

Situational training is mainly the reappearance of scene on sale, which includes display (display in style or color), layout of shop atmosphere, how to receive customers, problems to be noticed in selling products, and how to guide consumers to purchase training.

three, goods management > /strong > /p >

goods management is one of the most important links in terminal operation. The management of goods includes the safety management of goods, the management of goods in and out, the listing of goods, the sales analysis of goods, the inventory management of goods, and the ordering management of goods.

1. safety management of goods: terminal must carefully count the quantity and quality of products when entering or leaving the goods. For those who can solve the problem at the time, they should try to solve the problems such as thread and ironing on the spot, and never deal with sales problems with obvious quality problems, so as not to affect their reputation. They should also do well in the holidays and rush hour to avoid unnecessary losses.

2. goods in and out management and goods inventory management: goods in and out management and inventory management should be systematized and unified.

Looking for a useful Invoicing management software, it is recommended to use the Esale terminal store purchase and sale. This software is characterized by its convenient management and easy operation. It does not require too much training for the salesmen to carry out routine operations conveniently.

It includes purchase, sale, inventory management, cash box management and VIP management.

In this way, it will be very simple whether buying, selling or making profits.

It can also conduct online analysis of sales data directly through the Internet, and download it online for free.

3. listing of goods: according to local market conditions and seasonal conditions, timely communication with agents or companies, do a good job in quantity, style, type and time to market planning, in order to seize the opportunity.

4. sales analysis: terminal customers make a summary analysis based on the recent sales and market demand, analyze sales varieties, fabrics, colors, styles, etc., at the first time, replenish or replace similar products for the best sellers, and replace and promote sales of unsalable goods.

5. order management of goods: reasonable and scientific order can not only lead to inventory digestion, but also promote sales in the quarter.

According to the market situation, the analysis of the sales of our products and the reasonable budget of the goods, the terminal customers estimate the variety, quantity and style of the goods needed in the next quarter, and make a scientific ordering guidance plan combined with the product development situation of the company in the next quarter.

items of specific goods management are as follows:

1 is to meet the daily sales needs, to ensure adequate supply of goods sold by shops, and to eliminate the loss of customers caused by short goods.

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two is a reasonable occupation of funds, without a large number of backlog of goods.

Generally speaking, according to the monthly sales inventory ratio, monthly .

inventory should be in the sales amount: the amount of inventory is about 1:5.5, which is normal and can meet the reasonable proportion of sales demand; when the sales amount: the inventory amount exceeds the 1:11 ratio, it is the warning signal of excessive inventory.

three is the warehouse management of goods, forming good habit of warehouse management, which is very helpful for inventory management.

Specifically, we should do: .

1, good storage environment: ensure that there is no direct sunlight in the warehouse; good ventilation; no pests and rodents; keep the warehouse clean and tidy.

2, quick and easy to pick up: to do inventory is to serve sales, so the first principle of inventory management is convenience. It must be placed at the place where the salesperson can take goods at most time.

3, classified placement: according to the different classification of goods, delineate the stock area of each category.

In order to shorten the service hours of the salesmen, it is suggested that the classification of the goods in stock should be arranged according to the best selling goods and flat sales.

4, regular inventory: the purpose of regular inventory is to ensure that the goods in stock are consistent.

Through monthly inventory check, the operator can find out the structure and proportion of inventory in time, so as to lay a solid foundation for good inventory management.

5, follow the principle of advanced first out to guarantee the renewal of goods: Although the terminal shop products do not have a shelf life problem, but some light color terminal stores which are sensitive to light are still following the principle of advanced first out in order to avoid the loss caused by discoloration.

four is the structure of goods inventory.

normal, terminal stores business activities, in order to meet the needs of different customers, terminal shop operators should wear a series of clothing business, which takes into account the matching of goods between categories. Generally speaking, according to the funds contributed by sales, the best selling products are flat sales: unsalable goods =5:4:1, strictly controlling the proportion of unsalable goods.

five is inventory control.

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1, do a good job in sales statistics, make an analysis of the consumer habits of terminal stores, understand the majority of customers' preferences for different styles, sizes and colors, and make targeted purchases.

2, strengthen the sales skills training of salespersons, so that salespersons can find suitable customers to consume according to the characteristics of goods under the premise of respecting guests, instead of allowing customers to choose goods according to their preferences.

3, make full use of the replacement policy of manufacturers and agents: the operator should make full use of the policy of exchange between the manufacturers and agents, and return the defective goods to the manufacturers and agents during the delivery period so as to avoid the backlog of goods.

six is the establishment of an effective mechanism for the digestion and backlog of goods.

Although the operators have made great efforts, but because the market situation is changing rapidly, it is inevitable that inventory goods will appear. Then, the establishment of an effective mechanism for the digestion and backlog of goods will become the final guarantee for the backlog of goods into cash.

1, using low price promotion of major festivals: before the Spring Festival, new year's day, 38, May 1 and eleven, traditional festivals will be used to promote the backlog of goods.

2, backlog of goods sale: it can be carried out on a regular or temporary basis.

Low price to attract popularity, but also to promote the sale of other goods in the store, kill two birds with one stone.

four, store management

the image of the store directly determines whether the customer enters the shop or not. The image of a good shop hall has great attraction just like a magnet. A good shop must give people a sense of dialogue and attract people in the first time.

A good storehouse should be clean, neat, warm, comfortable and pleasant, and let people yearn for it.

then, how can we make a shop to be forgotten in the existing space and shelf props? This requires the correct display of goods (including POP, shelves, window displays, etc.), changing the store's goods and goods according to the changing trend of the market, and supervising the neatness, cleanness and smoothness of the display items.

To achieve:

first environmental hygiene, the whole terminal store is clean and clean regardless of the ground, glass, shelves, models, fitting rooms and rest stools.

The lighting is bright, the store is commodious, and the action is convenient.

Second, the products are rich and neatly arranged.

The goods are displayed with beautiful appearance, fast color, clear theme and reasonable collocation.

The windows are seasonal, storytelling and dynamic.

third service in place, feel warm.

Even a cup of tea, a book, a greeting, a gesture, a smile can make customers feel and feel warm.

the use of advertising effect and promotion price to attract consumers is actually laying the groundwork for sales promotion. "Small profits but quick turnover" is not the main purpose of sales promotion. The real purpose of promotion is to drive sales of other commodities.

Promotion should be targeted at the prevailing trend of the year.

Customers are demanding, so don't try to satisfy every customer's request.

Pertinence is very important, such as the pertinence of age, the pertinence of style, and the pertinence of season.

Advertising is the most attractive thing for a single store. Besides slogans, there are huge posters.

There are one or two products that are proud of the store, which can attract customers with super low price. It can also be used for new product recommendation, attracting customers to stop with fresh and beautiful typesetting.

window display is also a platform for displaying, and it is a three-dimensional advertisement.

If you have a full design of the window when you first decorate, you can exert its boundless power.

In addition to displaying the recommendation of key items, it can also be used for posting pop poster and placing props, which is an open way to display store style and merchandise.

the aesthetic sense is considered in the commodity allocation plan of the store. The purpose is to make the terminal stores in the store more attractive. It is a kind of biased thinking.

A terminal store may be very orderly, but not necessarily aesthetic.

Terminal stores are a fashion product. Unlike ordinary consumer goods, people have higher aesthetic requirements than any other product.

Beauty is the most appealing one. When a customer makes a purchase decision on a terminal store, the beauty of the terminal store will take up a large part of the purchase decision.

Similarly, whether there is a sense of beauty in the overall and display sides of a store will affect the decision of customers entering, staying and making shopping.

Therefore, the commodity allocation of stores should fully consider whether they can display the aesthetic feeling of stores and products.

The most important consideration of placing beauty in the commodity configuration is often very good sales results.

In fact, the commodity allocation law with P preferred aesthetic sense is actually organizing visual marketing according to the law of beauty, so that the terminal stores can display their aesthetic feeling to the greatest extent in vision.

This configuration focuses on the characteristics of perceptual thinking in customer shopping, stimulates customers' shopping emotions, and causes customers to have impulse spending.

Its way can be achieved through reasonable arrangement of color series and style, and also can bring rhythm to the store by balancing, repeating, echoing, etc.

It is characterized by easy combination display, creating store atmosphere, rapidly moving customers and causing joint sales.

the commodity allocation plan in the store must also fully consider the integration with the merchandising promotion plan.

Each mature terminal store brand usually classifications its products in its initial design and planning stage.

For example, the brand of terminal stores will be divided into four categories: image, main and auxiliary.

At the same time, some of the best sellers in real sales will come out.

Therefore, the work of displaying commodity distribution is to arrange these goods reasonably.

For example, the first half of the store is usually the golden area, and the latter half is worse.

We can consciously put the main push in the gold area to promote its sales performance.

And when the main push to complete a certain sales task, you can pfer some of the unsalable goods to the gold area for a conscious sales promotion.

we can also carry out joint selling through conscious combination of commodities, such as a series of combinations.

Organically integrate the entire display work with terminal store marketing, and truly serve the purpose of sales.

five, promotion management

end customers develop and promote promotional activities based on market demand, holidays, product launch and seasonality.

Promotional activities generally include: first, the creation of a store atmosphere, and the construction is suitable for the festival atmosphere, seasonal atmosphere and activity atmosphere, and through advertising campaign.

Second make clear the theme, content and promotion plan of sales promotion activities.

Third mastering inventory, replenishing goods in time, purposeful and targeted selection of goods promotion.

how to make the discount is reasonable? First, we need to calculate the production cost of the brand, such as raw material input, human capital investment, pportation input and so on.

The added value of these inputs is the production cost of the brand.

Secondly, the brand value of an enterprise includes 8 elements: the nature of the industry, external support, brand awareness, brand loyalty, leadership, brand management, expansion ability and brand age.

On the basis of the production cost of the brand, combined with its brand value, the discount is priced.

Of course, the discount space is very large.

In this case, we can consider the discount space similar to the brand in the market, as well as the consumers' appreciation for this product.

Generally speaking, discount is like the brand name of the brand. It is easy to lose its reputation. No matter what objective market effect the discount brings, the brand can never be over P and die.

There is an extreme example: a brand of women's clothing in Taiwan has entered the sight of people because it has never been discounted.

She has succeeded in sticking to a principle, never giving a discount.

In a discounted shopping mall, a tough measure has made its brand.

In the off-season P, many enterprises have played a "discount" idea, and everywhere they break.

They expect to pick money out of their wallet and think it is the best way to promote consumption. They do not know that consumers also have a mentality. The more discount they see, the less they want to discount, or the risk of discounting, because the sale of goods they have bought or sold at discount will lose or reduce their value.

Discount is not the only way to promote sales. Sales promotion methods such as gift giving, coupons and raffle can be applied flexibly to attract more consumers to rush to buy.

If a garment is priced at 100 yuan, a bottle of drink will be sent on the basis of twenty percent off.

This will avoid more malicious bargaining.

promotion speed should be "short, flat and fast". There are usually two purposes for Festival Promotion: first, in order to increase sales, two is to enhance brand image.

The brand should pay attention to create a kind of tight atmosphere when holding activities. The activity time is not too long. To be "short, flat and fast", it should be like a firecracker.

There is not a dominant brand in the world playing price war all day.

six, customer service management

terminal store operation requires a good and harmonious environment, which is bound to carry out customer service management.

Customer service management includes government relationship management and customer service management.

1. customer service management of government departments includes the handling of relations between industry and commerce, taxation, property and other departments, establishing a harmonious and good business environment, making good relationship with local property management departments, paying rent, water charges, electricity charges, management fees, etc., and making good relations with relevant units, such as decoration units, recruitment units, advertising companies, etc.

2. customer customer service management includes establishing customer information, implementing customer classification management, maintaining holiday greetings and giving gifts to major customers.

Properly handle customer disputes or complaints.

Establish good reputation in the local area.

The argument base of CRM:

A. maintains the cost of existing customers, much lower than the cost of developing new customers.

Moreover, developing the consumption potential of existing customers is much easier and more efficient than developing the energy consumption of new customers.

B. is the so-called "28 rule".

According to the general business statistics, 20% of the customers often create 80% turnover profits. Therefore, how to define 20% of the "elite customers" and create higher operational efficiency has become the main concern of the business owners.

In order to retain the old customers and manage the customer management department, we must do a good job of customer information recording, customer information sorting, and telephone return visit, contact service.

For greeting holidays, customers' birthdays and important commemorative days, greeting our customers; when there are significant changes in the solar terms, especially when the weather suddenly turns cold, we should remind our customers to trigger the consumption motivation; give priority to when the new products store or the company is giving preferential feedback.

A main way to greet customers is to send short messages to Email or cell phone numbers based on the mailboxes left by customers, so that they will not disturb customers and the cost will be low.

3. terminal single store management and operation is not an isolated project, it is closely concerned with the company or agent (branch company), is the cause that develops together with terminal business.

Therefore, it is necessary to have a good relationship with the company, to contact and communicate with the company, to show the sales situation and problems in the store, so that the company can help solve them.

In particular, it is necessary to have a good relationship with the customer service and supervision staff of the company. As long as the communication between the company and the customer service and supervision staff is friendly, the customer service and supervision of the company will do its best to assist.

seven, accounting management

standardized accounting management is more conducive to the development of terminal operation. It plays a very important role in the collection of goods sales, sales analysis, import and export of goods, inventory management, ordering guidance, shop evaluation and so on.

The management of accounts mainly includes general ledger management, subsidiary ledger management, report management and document management.

1. general ledger management and subsidiary ledger management: the so-called general ledger refers to the general account of all goods in the terminal store, which reflects the daily data change of goods sold in large categories.

2. Ming ledger refers to the detailed account of all goods in the terminal store, which reflects the daily data changes and the actual stock situation of all the goods sold in advance, and is conducive to objectively reflecting the selling situation of the goods, and can classify the products in time.

3. report management: sales daily report, sales month report, sales statistics and other reports are conducive to account checking and sales analysis.

Be precise, careful and clear.

4. document management: check the goods, delivery list, sales order and so on, and facilitate the checking of the basic data of the accounts and the summary of the data.

for the scientific and effective management of the goods in the stores, we can use the following forms to implement them.

(1) the purchase form, which reflects the arrival and arrival time of the store, provides evidence for the purpose of the sales task; (2) sales report, daily report, weekly report, monthly report, quarterly report, annual report, which reflects the sales performance of the store; (3) the inventory table, which can fully reflect the quantity of the goods, provide the basis for our sales policy, and provide all the data for the replenishment.

eight, information management /p >

Mastering information and grasping the accuracy and timeliness of information can help terminal stores to take the initiative in the current fierce market competition. Information management includes the collection, analysis and feedback of all information related to terminals, such as market information, brand information, and goods information. P

1. economic environment survey

economic environment survey, including the average wage income of consumers, the proportion of terminal store consumption, consumption level and consumption structure, and the price situation of various terminal stores.

The price survey also includes consumers' attitudes towards the price of terminal stores, the best price of various terminal stores, the factors that affect the price changes of terminal stores, the price of new and alternative products, the impact of various pricing methods on the sales of terminal stores, the retail prices, wholesale prices, credit and preferential prices, seasonal and holiday discounts, and the elimination rates of various terminal stores.

2. block cultural environment survey

the survey of cultural environment in the district or block includes the attitudes of consumers in various areas to the popularity and style change of terminal stores (innovation, catching up, following, lagging, boycott), the educational level and cultural level of different levels of consumers, the composition and distribution of occupation, religious beliefs and customs, population size and population structure, family size and family composition, population density and population mobility, marriage rate, employment status and living conditions of young and middle-aged women, people's values and aesthetics.

3. market demand survey

market demand survey includes the current and potential purchase numbers and classes of the terminal stores, the general demand, the changing demand of terminal stores, the level of consumer purchase, the desire and motivation of consumers to buy, the factors that influence consumers' purchase, what brands are popular in the market, what are the main reasons for consumers to buy famous brands, and the operation of other terminal stores on the same scale as their terminal stores (such as management varieties, business methods, service characteristics, price strategies, profits and reasons, etc.), and the competition situation in the same industry (such as environmental decoration competition, service competition, cost competition and price competition, scale competition, efficiency competition).

4. product technical investigation

terminal store product and technology survey includes specific consumers' evaluation, opinion and improvement requirements for specific terminal store brand styles, new functions and new uses and popular possibilities of new listing products; investigation and Research on new application fields and how to extend the new type of popularity cycle, the speed and elimination rate of new product development, and the packaging of products sold in the market (whether it is beautiful, popular, clean and tidy, convenient pportation and attracting consumers); the brand status of terminal stores (whether it is easy to remember, read well, be auspicious, attractive, and emotional).

5. industry competition survey

The goal of the P > open terminal market survey is that the investigation of the competition in the industry is the investigation and analysis of the competitors and competitive products, and is an important object of investigation.

Only with the best possible understanding of others and the correct analysis of their own advantages can we develop an effective competition strategy and plan, reduce blindness to the maximum, and stand in an invincible position in the competition of the same industry.

We can investigate the sales, sales price, style and quality of the surrounding competitors, suitable for age, sale and promotion, and compare with our store to find out the advantages and disadvantages and make the countermeasures.