GAP Has Set Up Various Discount Forms To Make Traffic Products.

How do traditional enterprises design their own traffic products?

Internet Co has always been a must kill technology, that is, through explosive products to bring traffic.

Recently, I saw GAP doing discount products to make traffic products. It's very interesting and interesting to do. I say that several of my GAP are basically attracted by discount.

1, in addition to single product discount, GAP adopts "buy more discount" form, it is also a good way to clear inventory.

2, fun discount, GAP often discount design as a game.

For example, the "upgrade blame task" style discount, and the designated commodity discount.

3, quick response.

GAP stores in China are all direct battalions.

The distribution, pricing, promotion and execution of goods are unified, and some domestic brands are not very good at learning.

The segmentation line of traffic products:

That day, passing through the GAP store, we saw many customers queuing up at the gate. As long as the mobile phone numbers were left on the scene, we could extract different discount cards from 10 percent off to 40 percent off, and enjoy a full single discount.

Interesting, leaving the mobile phone number, draw 3 20 percent off cards.

After two days, GAP's discount messages were suddenly received, and discount can be enjoyed by text messages.

It was so cheap that I couldn't help going there again. When I went to the shop, there were other preferential activities.

It's very interesting to see that GAP has played tricks on discount, and shopping has become like a game.

In order to clean up inventory, GAP has set up various discount forms.

In addition to the common discount of single products, the form of "buy more and buy more" is often used.

For example, in the summer sales promotion, it will buy three products, enjoy 30 percent off discount, and buy five products to enjoy 40 percent off discount.

This discount is only for discount items, new products and original prices do not participate in activities.

This kind of "upgrade blame task" style concessions, attracted a large number of people to shop.

GAP is also very "intimate" to stipulate that all the discount items are available, including underwear, accessories, and a pair of socks for a single 40 percent off.

According to the author's rough estimation, when the discount activity is conducted, the customer in the store is at least 3 times more than the non discount period, and the inventory clearance effect is remarkable.

The discount for multi discount offers a discount ladder with excessive progressively. Customers should choose one of them on the "three goods discount 30 percent off and five products discount 40 percent off". "Buy many items" has been embedded in the shopping choice. The customer has only started a shopping cycle on the surface, but it is bound to buy more than one threshold, which has been anchored by GAP into her shopping premise.

It is true that under such a discount rule, customers have to think in order to make up the bill and have to add some clothes and accessories that are not very desirable to purchase in order to get a higher discount. However, the process of "thinking and thinking" has given customers a "determination power".

Objectively speaking, this decision is a gimmick that GAP plays. Customers can only be forced to choose within the limits defined by GAP. However, the decision to narrow the scope is also the right to decide.

At this time, customers have forgotten that shopping is the first thing to consider whether they need it or not. The motive of her purchase has been replaced by GAP.

For female customers, this is more interesting and stimulating than "buy one get one free".

The release of interest and shopping desire is the success of this discount activity.

GAP's inventory discounts will also be matched with some seasonal discounts in the store, new and old, to avoid making customers feel that they are all outdated clothing, plus shoes, underwear, accessories, and the tag on each item is marked with a bright discount price tag to stimulate customers' desire to buy.

Although the unit price is increased, customers still feel that they have taken advantage of it.

When you go to GAP, you will find that the activities in the store are continuous.

Even in the non discount season, there are still a lot of preferential goods and activities.

Regular discounts attract customers to shop.

Promotions are launched in a variety of ways, so that new products will not be sold because customers are waiting for a discount, and customers will not be bored by the same way of doing things.

For example, the mobile phone numbers mentioned in the previous mention will be fully discounted, and then the SMS discount will be pushed on time.

And the discount activity itself is full of surprises, good luck, 40 percent off is no small concessions, bad luck at least 10 percent off of the enjoyment.

However, 10 percent off of the customers will not stop. Many people will secretly queue up again, leave a number and smoke again, and the staff at the scene are not very strict, allowing customers to take more than a few times.

The happier the customer is, the more hot the goods are.

According to the sales situation of the season, GAP will also launch a full range of activities to send VIP cards.

The name is VIP, but this card can not enjoy the general discount, but will specify several categories, discounts separately.

For example, I received a card indicating that I could use two discount for children's wear and two denim series discount.

At checkout time, it is not only a single knot, but also classifications of goods. There are cowboys and children's clothing in a single place, that is to say, there is a single discount opportunity.

When choosing goods, customers can not help taking into account the preferential content on the card, which not only increases the probability of the same batch of customers buying non targeted goods, but also increases the sales volume of the same kind of goods. The total discount is obviously more cost-effective, and the sales target of a specific category is reached.

Designated discount - new product recommendation

GAP also has an interesting discount game, that is, specifying the merchandise discount.

Many customers are rushing to the GAP logo series T-shirt and sweater. GAP grabs the mentality of customers and launches the full range logo series discount at irregular intervals.

Of course, there are trousers discount, skirt discount, denim discount and even the blue goods discount.

Customers come to the store to see, in addition to discounted goods, but also to see other goods.

Category discount is actually a small indifference promotion, which virtually gives customers a hint of full court discount, and is more willing to shop.

The most interesting discount is the designated try discount.

The cowboy series is a series of GAP's products, and several new products are launched every year.

When new products arrive at stores, stores will launch activities and try out jeans to enjoy a discount.

No phone calls, no raffle tickets, no discount, no compulsion to buy.

It's too attractive for customers. Even if they don't want to try, they can't help but enter the shop to see what these jeans look like.

Discount is fun, but not everyone can play.

High price only leads to high discount.

GAP in the same price brand, pricing is located in the middle position. High pricing determines that he can use higher discount to attract customers.

The difference between ZARA and H&M is that GAP's clothing is not very focused on design, more basic funds, and there is not much change in the style of the season. The cost of design is not much, and there is room for discount.

Many domestic brand discounts are also very "jumping off the floor", but they are often cold. Why did GAP get effective? This is also related to products and brands.

First of all, GAP has the advantage of "external", and GAP enjoys the advantage of blood race when it loves foreign goods in China.

From the product point of view, although GAP is the basic brand, it is still more beautiful than most domestic brands.

In fact, compared with the popularity of ZARA and the special design of H&M, the design of GAP is closer to the taste of the public, while the design of American leisure is very easy to be accepted.

Such products also make customers think that it is worthwhile to queue up, make up lists, and brand power brings promotional capability.

Does such frequent discounts do not damage brand image?

GAP has taken the following strategies: in general discounts, the overall discount rate is maintained at a relatively low discount level, although activities are frequent but almost not at the same time. Regular discount activities are always single.

At the same time, many GAP products are seldom discounted, often the old ones of the previous year. The second year is still the original price. Once the discount season is discounted, it will give customers a sense of "welfare" and an effective way to avoid the loss of brand image.

Looking back at these discounts, I feel reasonable and natural.

Like many successful sales promotion methods, it is the most appropriate way to conform to the brand characteristics.