7-Eleven: Build A Bridge Between Customer Demand And Product Supply.

Operators do not have to consider the issue of purchase, and there is not much inventory and overdue pressure. After the communication products and network are built, it depends on whether you have the ability to sell the business and let customers use it.

For operators with complex products and large packages, it is unrealistic for every employee to have such capability, which requires the support ability of IT system.

Such a retail business has a very simple business philosophy: what to make money, what to sell, what to sell, what to sell, and to analyze the needs of customers at all times, with the aim of introducing the right products in a timely manner and making them as soon as possible.

Get out.

Therefore, a lot of books talk about purchase channels, partners, commodity selection, etc., how to reduce or even eliminate the goods that are not selling, expired food and nobody cares.

So, take the customer as the center to carry out marketing,

We should familiarize ourselves with the customers and our products, so that we can confidently tell our customers that we have the commodities you need.

On the one hand, the IT support system should provide the multi-dimensional portrait of the customer, so that the customer characteristics are digitalized and explicit. On the other hand, the IT supporting system should provide the catalog structure and characteristics of all products in time, and the characteristics of the customer groups used by the products, so as to facilitate the use of the business personnel.

It is particularly important to emphasize that the ability of the system to adapt products and customers is based on rules. The richer the case and experience provided by the business department, the better the success rate and ease of use of the system matching.

7-Eleven has done a good job of managing people.

Marketing is based on customers, and marketers must be more proactive.

The fourth part of the book is about how retail enterprises drive people with enthusiasm.

From cleaning and maintaining shops to meeting details, how to manage, how to communicate, how to cultivate and how to motivate every employee are discussed.

"Robots can never be human beings, because the actions of machines are initiated according to pre-set procedures.

Shops and robots that want leaders to speak can't act two ways.

The operators mentioned here are not only the basic operators, but those who have not yet found the clue of the virtual operators. Have you seen the glimmer of the road to success? Similarly, a good system can only provide advice or reference for marketing mix. Successful sales and marketing must rely on the subjective initiative of the Executive.

If the operator wants to take the initiative of marketing as the center of the customer, it is necessary to achieve the state of "man machine in one".

Marketing should be considered from the perspective of consumers. This process machine can not be replaced. The IT system can only provide the necessary support. As the designer and operator of the system, the human factor is very important.