Store Drainage 8, Enhance Store 10 Times Passenger Flow Trick.

Why should we analyze the volume of passenger flow, the rate of entering shops, the turnover rate, the joint rate, the turnover rate, and the passenger number and the unit price?

Many dealers think that marketing theory and retail technology are too complicated to be unnecessary.

However, the fact is exactly the opposite. The final profit of the store has not reached the expected target or even has not been profitable. It is precisely because of the incomplete analysis of the reasons for the number of transactions and the formation of the customer price. If we can deeply distinguish the reasons for the original transaction and the change of the customer price, we can effectively control the causes of the sale changes and achieve the goal of healthy development of the store business.

So, as a store manager, how can we increase the number of people entering the shop, the number of transactions and the unit price?

In daily operation, there are many factors that affect the number of people entering the shop, the number of transactions and the unit price of customers.

1, shop environment and atmosphere building

A lot of shop staff make the shop do not turn on the lights or air conditioning as a contribution to promote the business hours. I think it is not worth thinking about. In fact, full lighting and the indoor temperature of the premises are a basic indicator (that is, general merchandise storage conditions in GSP also require indoor temperature at 0 to 30 degrees Celsius), which directly affects the chance of turnover.

With regard to the shop environment and atmosphere creation, all the stores will use balloon to splice into arches whenever the new store opens, shops or activities are greatly promoted. Promotional posters, promotional posters and DM manuals are also put into stores at a large number of outlets and organized to invite customers to enter stores.

2. Commodity structure and replenishment capacity

People entering the shop can not make a deal, and the variety, quantity and replenishment capacity of stores are the reasons.

If the stores do not install counters, we can record and count the number of people in the store and the number of passengers in the store, so as to calculate the customer churn rate, we need to reflect on how much of the product is due to the unreasonable stocking of the product and how much of it is due to the shortage of the company's commodity structure and product. How much of it is due to insufficient stock?

Accordingly, both subjective and objective reasons need to be improved by themselves.

3, category driven and full display.

Many dealers are concerned about the absolute gross margin of merchandise, ignoring the essence of retail competition. The reason is the indifference and ignorance of retail essence.

In the final analysis, retailers must rely on single products, gold products or category killers to win profits.

With the intensification of market competition and a wide variety of commodities, single product subduing and category management have become one of the most important means in the daily management of chain enterprises.

In addition, retailers should rely on plentiful displays to win customers' eyeballs.

Terminal promotion is becoming more and more important in modern marketing. Besides site promotion activities, such as discount, reduction, presentation, on-site demonstration, commodity display and display and POP advertisement are becoming more and more important. Enhance brand exposure at the terminal to increase sales.

4, theme Promotion Activity plan

The usual promotion tactics of stores are very similar, such as buying and selling activities, which industry and which industry do, but do not know the truth. If we buy the same gifts, we will lose money if others make money. Why?

Unit price.

Before making an activity plan, we should first define a direction. This activity is to make money at a loss, or to increase the number of transactions or the unit price or gross profit of sales.

For example, a store sells an average of 6000 yuan per day, 100 times the number of transactions, and the unit price is 60 yuan. If the purpose is to raise the unit price only, the starting point is higher than your usual customer price, such as the purchase of 80 yuan at a time. If you want to increase the number of transactions, you can lower the purchase price or increase the proportion of delivery. If you want to increase sales and gross profit, you should start from the two aspects of the customer number and the unit price.

5. Professional knowledge and sales skills

He observed a retailer and asked his accompanying colleagues to pay attention to calculating the number of people entering the shop and the effective flow of people, and at the same time, to observe their joint selling ability.

As expected, there are three main reasons why the chain store has problems in its performance, and is not familiar with commodity knowledge, but does not understand customers' understanding. It does not match with sales. It is the only reason why these beautiful women only know how to push those high Maori varieties and how to sell the styles specified by customers.

This is the gap between refinement and inaccuracy, understanding and incomprehension.

6. Commodity quality And product prices

In the process of store operation: what are the reasons for the unsuccessful trading? What are the reasons for the unsuccessful transaction?

Quality causes the loss of repeat customers, and there is potential compensation risk. The price that reflects the price or the price of sensitive varieties must be adjusted.

In addition to the above factors, the number of transactions and the unit price of passengers are also affected by the purchasing power and the customer group attributes of the business district and location of the store. We can divide all the stores into several properties according to their geographical location, such as the main roads, old residential areas, new residential areas, campus areas, commercial streets, business super stores, etc. by analyzing the number of transactions in the same geographical location and the price of the customers, we can find out the rules of the sales and gross profits of each store's superior categories, and find out the benchmark.

7. Retail efficiency Membership management

The retail industry is to maintain high efficiency and high turnover.

The turnover of commodities is one of the most important indicators of retail industry. It reflects the efficiency of the retail industry. If we can not solve this problem well, enterprises will be trapped in the backlog of inventory and the flow of funds is not smooth.

The market is eliminating inefficient retail businesses, and retail companies are also choosing to eliminate inefficient suppliers.

"Last resort" is not only applied to human resources management, but also increasingly valued by businessmen, so it is applied to the management of brands and distributors.

In terms of efficiency, we should not simply pursue speed and quantity, but also pay attention to quality and quality.

Retail is to make itself invincible by increasing membership.

For a store, how to lock the fixed consumer group is an important measure to win the share in the market competition, and membership system is an important marketing means that the retail industry is paying more and more attention to.

Many dealers understand this principle, but few people pay attention to the conversion rate of members, the frequency of the members' return to stores and the trading cycle. Few people combine the two indicators of customer single index with membership to conduct retail analysis and data discussion.

8, superior services and retail management

The purpose of storefront is to provide consumers with a full range of value services.

In a sense, retail is service, service creates value, and service work management is in place, which is the creation of enterprise image and the increment of intangible assets.

"Customers are our parents," "customer satisfaction is our eternal pursuit" and "customers are always right". The service concept of these enterprises is refined through practice.

Only by taking the customers as friends, customers will turn the shopping mall into their own home. With the feeling of home, the two sides will benefit from the win-win situation.

Management is the eternal theme of an enterprise. If we want to make the store well and live and make the store develop rapidly, we must do everything possible to improve the operating efficiency of the store. Therefore, the retail management of stores is to create a distinctive mode, improve the level of scientific management, in order to further enhance the core competitiveness of enterprises.