The Most Practical Promotion Method For Shoe Stores In The Off-Season

The sales of popular products are far more than the needs of consumers. This is the current situation of the retail market of footwear industry. Under such a market background, the shoe retail companies needs to change the original business management method and reverse the war with professional marketing means.

Every year, July and August are all Shoe Retailers In the most difficult time, these two months are taken for granted as the "off-season" of sales. In most salesmen's minds, sales are difficult at this time, and it is necessary to lower sales promotion activities to ensure the profit and loss balance of the stores. In fact, the term "off-season" does not exist in the dictionary of the professional retail management team.

The first thing to do with a shoe retail store is to prepare a three month medium store sales promotion plan. At least, this promotion plan ensures that the performance of the store is stable every month. There is no big fluctuation. How can we do this?

This requires knowledge of the seasonal product sales cycle planning. The following is a practical planning case of a dealer. In this sales plan, we can see that the products sold in stores every year will run up to 2-3 seasons. This means that we must manage the products sold by stores according to the "season" tactics, just like in the battlefield, when we divide the soldiers according to the organizational system, the shoes of different seasons in the stores should be sold in different ways of promotion, and there must be different performance requirements.

In fact, everyone is using an inertial thinking to guide their own sales, and there is no rational analysis of the whole sales process of the store. From the above picture, we can see that this store's sales in 7 and August: the spring shoes are not the key points, while the single sandals are changing in roles, but the autumn shoes will enter the stores in late July, and will be the main force in the middle of August.

Therefore, if we want to reverse the steady development of the sales war demand performance in 7 and August, the management team of the store must make good efforts to control the sales contribution of the autumn shoes, otherwise, the real "real" will be formed. Low Season "

Directing a store to reverse the war in 7 and August, you need to know more unfamiliar secrets.

First, the off-season is not light, focusing on precision marketing.

Our stores should accurately target different season promotion targets and implement differentiated promotion tactics, so don't rush to discount.

　 1. Promotion tactics for summer sandals in stores: sell more when they can still sell.

Every year in 7 and August, sandals promotion in stores should follow the principle of "three good": "good sales, good money and good push."

In fact, after June, for consumers, the single sandals should be bought, and the sales growth trend of stores began to decline significantly. It is obvious that the performance contribution of single sandals has changed from daily high to slow growth. In fact, this is normal. Taking the northern market of China as an example, single sandals began to enter the market in April, and May and June are good sales periods. But July and August are the 60 days of sales deceleration. This period is also the least time of a year (only the founding of the party and the army and the informal Tanabata Festival), so most retailers feel the "off-season" has come.

Shoe retailers should make a "end of season task analysis conference" at the end of 6. They should dare to tackle the single sandals, determine the sales target of the main styles in 7 and August, and make the following decisions according to the promotion of the "three good principles".

First of all, we should carry out a large inspection of stores without sales, and take the shoes that are not sold after sale as the targets of the campaign, and advocate selling at least one pair.

Secondly, the task of making clear money for best-selling commodities is to be done to the people.

Finally, the 60 day digestive task is formulated for the flat sales, which is also clear about the sales volume and mission objectives to individuals.

2, store sales tactics of new autumn shoes: win at the starting line.

Every year in 7 and August, the promotion of store's autumn shoes should follow the three principles: "early morning, early promotion and early return."

In fact, after June, the flagship product that can pull up the store's performance is just the autumn shoes. In July, it is the time for the new products to be listed on the market, but it is also the key point for us to compete with competitors and reverse the war situation. At this time, we need to carry out the promotion of new stores. This is a tactic we are not familiar with. The common method is to enter the discount state after 60 days of listing of new products in the autumn market. Taking the northern market of China as an example, the new autumn products in July will be sold for 60 days in advance, and after the sales price is sold for the first time, the purchase cost of this batch of products will be recovered, and it will quickly enter the discount state in September.

Shoemaking retailers should instil the idea of selling more for the first quarter in the next 60 days, and do the promotion of autumn shoes promotion to VIP.

First of all, the new product should be completed within one week after the launch of the new product, and the customer will try out 100% of the target within three weeks.

Secondly, according to the sales score and promotion feedback of new products, the main push of each store's autumn shoes is determined, and the sizing resources are started to be adjusted.

Finally, it is required to complete the order cost recovery task within 60 days, that is, at the end of 8 months (such as investing 600 thousand to buy goods, and sales to 600 thousand).

Two, selling or not selling, focusing on nine ways to promote sales.

In the 12 months of a year, we divided the festivals into three categories according to grades, 11 for a class festivals, 4 for B festivals and 6 for C festivals. Among them, A-type festivals were used in the "shop sales promotion plan", which were used to clear out the old season and to promote the new season. Therefore, the sales promotion plan of these festivals will be submitted to the company for approval after 4-6 months.

Then why is it that the promotion catalogue must be determined at such a late hour?

This is because any commodity must be promoted by the nine methods of internal and external promotion. When sales expectations are not reached, they will enter the sales promotion stage, all of which are to maximize the interests of stores.

1, internal promotion of four methods: for internal stores Promotion pull

The earlier the product is discovered, the more diverse the processing methods are. The natural effect will be different. We will deal with the promotion of a slow-moving commodity according to the following procedures.

Display and promotion method: adjust to the high yield shelf and laminates for trial sales for a week.

Competition ratio spelling: start the staff PK, target the slow-moving money (the company is not responsible for the employee's gambling expenses).

The allocation method in the district is allocated to the stores in the same area (producing a small amount of logistics cost).

Single item special method: separate the unsalable goods from other products and turn them into a single special mode (each pair sells at a price of 5-50 yuan).

2, promoting five methods: sales promotion for customers.

After a product has been pulled by the above four methods, it can promote sales to external customers.

Joint sales law: unmarketable money as a customer bought second pairs of shoes, you can pay less N yuan.

Bundling method: men and women's shoes bundling concessions (discount strength began to increase)

Integral preferential method: specific item, integral double, three times, ten times (greater strength of discount).

Buy Gift pull method: a specific item as VIP shopping M yuan gift

Price reduction promotion method: start a discount sale of less than 30 percent off.

Whether or not a product can be sold can be solved within three weeks of the season. But how much can this product sell this season? It depends on how retailers use the nine way to promote sales.

Retailers must accept the fact that if stores want to grow, they have to find ways to get more profits from existing customers. The more customers come to shop and the longer they stay, the greater the opportunity to buy nine teams for your team.

The earlier the inventory is discovered, the more ways to solve the problem.

The earlier the promotion, the smaller the profit loss.