Analysis Of Sales Data Affecting Store Sales Performance

First, the role of shop sales data analysis.

1, help to make market decisions correctly and quickly.

Fashion business has the characteristics of fast changing trend and relatively short sales period.

In the process of garment marketing, only timely grasp of the clothing sales and market customer demand and its changing rules can we quickly adjust the product mix and inventory capacity according to the response of consumers to the marketing plan, adjust the product price ability, change the sales promotion strategy, seize the business opportunities, improve the turnover speed of goods, and reduce the backlog of commodities.

2, help to understand the implementation results of marketing plan in time.

A comprehensive and comprehensive sales plan is a guarantee for the success of a garment enterprise. The analysis of the results of the sales plan is an important measure to adjust the sales plan and ensure the smooth implementation of the sales plan.

Through the analysis of clothing sales data, we can timely reflect the completion of the sales plan, help business personnel to analyze the problems in the sales process, and provide the basis and Countermeasures for improving sales performance and service level.

3, help to improve the efficiency of clothing enterprise marketing system operation.

Data management and communication are the signs of the normal operation of the garment enterprise system.

Every link in the process of apparel marketing is integrated by data management and communication. Lack of data management and communication often result in runaway management, such as loss of goods.

The lack of data exchange between shops and shops will lead to inaccuracy of exchange of information and goods information, management information blocking and goods allocation.

Two, single store sales data analysis.

1, analysis of smooth congestion.

Sluggish consumption analysis is one of the simplest, most intuitive, and most important data factors in single store sales data analysis.

Chang Xiao is a larger sales style in a certain period of time, while the lag is opposite. It means a smaller sales pattern in a certain time.

The degree of ease of pattern is mainly related to the disposable inventory of various styles, that is, the sum of the original order plus the quantity of goods to be filled. For example, the sales of one type is very good, but the initial order is very small, and it can not be filled, so that it is sold out in a short time, and its total sales volume is not large, so it can not be regarded as a smooth cancellation, because the contribution rate of the shop to the shop is not large.

In the analysis of idle money, it is generally divided into weeks, months and seasons from time to time, and generally according to the overall style and styles.

The elimination of style analysis will be helpful to the replenishment judgment of different styles. After comparing the sales of the same styles, combined with inventory, we can determine the amount of replenishment needed to replenish the goods, reduce the losses caused by shortages and increase the profit contribution rate of a single item. The analysis of cross section analysis can also check the extent of the display and shopping guide recommendation. If a certain quantity of orders is larger and sales are less, we should first check whether the display is in the key position and whether the shopping guide is the key point to recommend it. The analysis of relaxation and dissipation style can improve the aesthetic standards of orders and grasp the positioning of the brand style. The analysis of multiple delays can help greatly the aesthetic judgement ability of different styles when ordering.

2, single sales life cycle analysis.

The single sales life cycle refers to the total time span of a single sale and the sales status of the time period (usually the selling period is correct).

The analysis of a single sales cycle usually takes some key styles (order quantity and more stock styles) to do the analysis, so as to judge whether there is a shortage or generate inventory pressure, so as to make timely countermeasures.

The sales cycle of a single item is mainly influenced by three factors, such as season and climate, sales characteristics of styles, competition between similar products in shops.

In addition to professional sales software, the sales cycle of a single paragraph can be selected through Excel software. First, the number of sales per day in the sales cycle is selected, and then through the "insert" - chart function, the sales trend can be seen through the rectangle chart or broken line chart, so as to determine its sales life cycle.

As shown in the following figure.

If the other factors such as display in this time period are not changed, the 5-9 day is the peak sales period, and the days before and after it are very large contrast, so we should compare the recent weather and temperature and the style characteristics.

Generally speaking, there are three main reasons for the serious decline of single sales: first, the recent temperature and temperature are not suitable for the sales; two, the sales life cycle has arrived, is a normal decline; three is a new style similar to it, and may be more prominent when it comes to Chen Li, because consumers are more tired of the new style.

If the inventory is large, we should make corresponding countermeasures.

If it is the first reason, we do not need to rush to wait until the weather is most suitable for display. However, we should consider whether there is some problem in the time of loading. If there are second reasons, we should immediately promote sales to enhance the competitiveness of the unit and the inventory risk of the item. If there are third kinds of circumstances, we should consider the withdrawal or display of the new competitive items in a more general position, and review the timing of the shipment.

On the contrary, if there is still a certain sales potential according to the sales trend, it is possible to analyze how many pieces of the fund can be sold, so that combined with its own inventory, we can carry out the right quantity replenishment quickly, so as to reduce the shortage loss.

3, business hours analysis.

In general, the shop opening and closing time are all about the same, but the arrangement in the middle is likely to be different.

This requires us to analyze the number of stores, the number of trials, the number of tickets and the amount of money in each time period, so as to find out the rate of entry, the trial penetration rate and the trial turnover, and then adjust the staff's shift according to this result.

For example, these factors are low in the morning, and the data of these factors are higher in the first hour before going to work. They may consider changing the business hours of the whole day. For example, when the data of these factors are very concentrated at a certain time, the most employees, energy and sales promotion can be concentrated in this time period.

Through accurate data analysis to reasonably adjust working hours and work arrangements, can effectively promote staff enthusiasm and sales growth.

Three, sales data analysis between multiple stores - Sales / inventory comparative analysis.

For Brand Company, provincial agents or franchisees of many brands, the sales comparison between the shops and the allocation of goods can effectively enhance the logistics management capability of the general store, as well as the sales level of each store and the ability to solve the inventory problem.

We can analyze and manage the sales data of multiple stores through the form of sales / inventory comparative analysis between selected stores in a certain time period (as shown in the table below).

For the sales / inventory comparison table, the choice of the general store is in the same area; the choice of styles is usually about the same time.

In the example, there are three important problems in the design of X. The first is that all stores sell well. Why is A shop selling poorly? Is it because A shops do not really like the style of the shop, or is there any problem with the issue, or is there a problem in the introduction of the shopping guide?

Is there a need to allocate the store to other shops? The second problem is that the overall sales of this section are good. In the light of the sales life cycle of this section, whether the headquarters needs to continue to order production and how much it needs.

The third question is how to allocate B shops and C stores for the current headquarters inventory. Is the average allocation or first meeting a shop? And the style Y has two problems.

The first is the A store and B store sales inventory there is a big contrast, should consider the two shop of the goods to deploy, so that not only can increase the sales volume in the A shop, but also can effectively eliminate the low B stock; the second is the C shop sales generally, but the stock is also less, because its sales volume is insufficient or its own sales potential, whether should consider the general warehouse to store C shop again.

Of course, there will be more phenomena in the comparative analysis of sales / inventory between actual shops. As long as we analyze and respond to different phenomena, we will be more helpful to the sale of stores.

Four, the analysis of the contribution rate of the old customers.

A famous rule in marketing is called the 2080 rule. In customer management theory, 20% of customers finish 80% of sales, and 20% of them are our old customers, especially those who hold our brand VIP cards.

Therefore, the management of old customers is one of the most important items in store management.

Some brands and shops often make some VIP cards invalid because of unreasonable processing conditions for VIP cards, or other special reasons of customers, such as shopping and shopping.

On the contrary, although some customers often patronize, but for some reason, they have not been able to achieve the VIP card conditions. This has brought some trouble to the VIP card customer management of the store, so the analysis of the contribution rate of the old customers is particularly important.

We need to register and count the consumption of old customers, especially those holding VIP cards, and analyze the consumption characteristics, consumption frequency and consumption amount of the special key customers.

First of all, we can work out a more reasonable VIP card handling conditions, followed by a more accurate management of the old customers.

For example, targeted messages to old customers, new products and promotions, VIP exclusive privileges, birthdays and holiday gifts will greatly enhance the brand loyalty of old customers, introduce friends, repeat the frequency and desire to buy again.

Five. Personal sales ability analysis.

Through the analysis of the personal sales ability of employees, we can understand and grasp each employee's working ability and working mindset in time, so as to suit the remedy to the case and improve personal sales performance.

1, personal

Analysis.

Regardless of whether the Commission is based on individual performance or average performance, the sales performance of each employee should be counted.

Personal sales performance analysis includes two aspects, one is the monthly personal sales performance, the other is the individual sales performance in different time periods.

There are two main factors in the monthly personal sales performance, one is the personal sales ability and the work enthusiasm, the second is the personal "grab the business" ability.

Through monthly individual sales performance analysis, we can see not only the personal sales level and work enthusiasm, but also the sense of teamwork, solidarity and team coordination and management level.

The individual sales performance in time period is usually counted and compared by the timeliness of the store manager. If some employees are abnormal in sales performance for a period of time, it may be the mentality of the employee, such as whether there is something in the family, lovelorn, dissatisfaction with company management or salary last month, and conflicts with colleagues.

Store managers should immediately understand and help them to solve their problems so as to change their mindset and improve their personal sales performance.

2, customer unit price analysis.

The unit price per passenger, that is, the average single ticket sales, is one of the most important influencing factors of personal sales performance and overall sales performance of stores.

Generally speaking, improving the sales volume of single ticket is much easier than raising the number of sales votes, and the study of customer unit price is often ignored.

The personal selling price of individual customers is mainly influenced by display, clothing collocation technology and additional marketing techniques.

Therefore, the data analysis of customer price and the matching characteristics of single ticket sales can identify the individual's additional marketing ability and the habit of clothing matching, and even analyze the combination ability and color combination ability of display level and order.

For the low unit price of customers due to the ability to purchase, it can be solved through targeted incentive measures in a certain period, such as how much money is sold or how many pieces of cash are awarded to a single ticket, which is of great significance to the overall sales performance of a store.

Six, brand positioning analysis.

If a clothing brand fails to pinpoint its position, its investment will be greatly increased. Moreover, many terminal stores, even though they are very good at the location, area and so on, are always poor in their performance, or the investment return ratio of the brand is too low. This is because the market positioning is not accurate enough.

The positioning of clothing brands is mainly composed of three aspects.

One is the product positioning, which mainly includes the style and price of the product. The location of the product is determined by the brand positioning of the mainstream customers, mainly including the age, income, occupation and academic qualifications of the customer group; and the positioning of the customer group determines the market positioning of the brand, which mainly includes the location of the city, the location of the shop lot and the location of the shop area.

Accurate market positioning plays an extremely important role in the formulation and implementation of investment strategy and investment plan, improving the service quality and service standard of stores, and improving the return on investment of franchisees. The only reliable basis for accurately grasping market positioning is through data analysis.

1, city positioning analysis.

Brand Company headquarters or provincial agents first divide the regional market according to market categories, such as prefecture level market, county-level city market and township level market, etc., according to geographical location, such as South market and northern market.

Then we can calculate the ROI of different markets in different years after the classification, so we can see whether our brand is more suitable for South market or the northern market, is it more suitable for the first tier market or the two tier market, is it more suitable for the first tier market in the South or the front-line market in the north?

Such a result would be for Brand Company headquarters or provincial agents.

The formulation is of great significance, and is a preliminary direction problem.

The most suitable market as a key point to expand the market, the company headquarters and terminal franchisee's long-term expansion and stable development are very great benefits.

2, shop location analysis.

Some Brand Company headquarters or provincial agents are too concerned about the shop area when they inviting business. The larger the shop area is, the better.

We should determine the area suitable for our brand through the analysis of the investment return ratio of different sections of the year, such as 60-200 square, 300-500 square, etc.

Which area is the biggest profit, we focus on this area when attracting investment, such as some good intention franchisees, their shop area is not enough, we can help them find the shops that reach this area. Conversely, if a franchisee shop surpasses the product, we can consider a part of it to ensure that the franchisee's single store has the highest profit, thereby enhancing its confidence and loyalty to the company and improving the quality of the terminal store.

Another factor of store location is the form of shops, which mainly include shops along the street, department stores and supermarket stores. The basis is also a classification of profit analysis and comparison, which makes our brand positioning completely consistent with the location of shops and the location of shops.

Seven, competitive brand and peripheral store data analysis.

Today's clothing business is no longer a closed door to do its own brand and shops can be, but a very competitive business, who can get the advantage of competition, who can win the market share.

Only by knowing the sales information of the competitive brand and the surrounding shops can we formulate Countermeasures in order to win the competitive edge of the market.

1, how to get competitors' sales information.

(1) do well in the relationship with the surrounding shops and share sales information with them.

Competition is not equal to war. It does not mean that it is antagonistic to competitive brands and neighboring stores.

On the contrary, we should maintain good relationship with them and share the sales data and information with them so as to achieve the goal of win-win.

(2) develop a customer questionnaire for information classification and analysis.

If we are a casual wear brand, we can divide the survey items into your favorite casual wear brand (local brand), the reasons for like these brands, what kind of merchandise you like most, what factors you most like to buy when you buy casual clothes, which brand of VIP cards you have, the amount of clothing you buy annually, the amount of clothing you buy in a year (casual wear and other clothes), etc., and you can also set up the corresponding items according to the data you want.

(3) investigate the competitive brand and the surrounding shops in the form of customers.

2, opponents

Category analysis.

Sales data of competitors and peripheral stores are very valuable for our sales.

For example, we are doing casual clothing brand, the commodity category is very wide, and there is a professional cowboy brand store that matches us exactly. Next time, the sales volume of our cowboy is sure to be affected. So at this time, we must avoid the jeans style similar to that in the order management, and choose the cowboy style with a certain difference, and reduce the order quantity of the cowboy.

For example, our similar competitive brands, their shirts sell better, and we are more strong in knitted T-shirts, so we placed emphasis on T-shirts in order management, and at the same time, we studied the characteristics of the brand's shirts and made a difference between our shirts ordering.

Of course, the reduction of order quantity in order management is only the quantity of orders, not the number of styles. If the number of styles is reduced, the display and collocation of the whole goods will be unreasonable, thus affecting the overall shop display image.

Only by giving full play to their brand advantages and avoiding the strength of their competitors can they be in a stronger position in the fierce market competition.

3, competitor's investigation and analysis.

The promotion of competitors and peripheral shops has a great impact on our sales, which is particularly prominent in today's department stores.

There were two similar department stores next door. In last year's Christmas promotion campaign, A shopping center developed a "full 400 reduction of 160, full 800 reduction 320" activities. After receiving this information, B mall immediately formulated countermeasures: "400 reduction 160, 600 reduction 180, 800 800 reduction 320".

The two seemingly identical promotional activities made B store a great victory in the event, because although its activities were exactly the same, but at that time, the price of most of the tags in the shopping malls was between 600-700, which made the activities of B mall more advantageous.

This has to be explained because it plays a role in the investigation of the sales promotion scheme of the competitors.

Therefore, we can not just stay in the shop every day, we should go out more, observe the local market as much as possible, learn more about the opponent's data and intelligence, and record the collected data.

In the data and information collected and sorted out, we must not compare and compare our strengths with our competitors' weaknesses. This will only justify ourselves in occasional poor situations.

The analysis of the information and data of the opponent must be persistent. The more difficult the data is, the more valuable it will be for us.

Timely understanding of competitors' sales data and sales characteristics can effectively enhance brand and store's competitive advantage in the local market.