Be the best store manager

Chapter 15 Store Performance Improvement Method

Increase turnover

For the store manager, operating the terminal is to create higher sales performance and profits.

First you have to start with the turnover, then the gross profit, and then the net profit.Only by following these three stages step by step can the goal be achieved satisfactorily.

In the case of making the turnover reach the ideal target, the key point is to increase the turnover of the store.

Store turnover = customer purchase price × number of purchase customers
The number of customers is the primary factor to maintain the life of a store, and the unit price of customers is the second factor that constitutes the turnover. When the unit price of customers increases, the turnover will also increase, but it will bring about the sequelae of reducing the number of customers, so the store manager works in the store daily It is necessary to record and retain store data information, accurately analyze store changes, when to increase the number of purchasers, and when to increase the purchase unit price to improve store performance.

1. How to increase the number of buyers
Number of purchasers = purchase rate × number of visitors to the store

If the purchase rate remains unchanged, if you want to increase the number of purchasers, you need to increase the number of customers to improve your performance.In other words, it is how to make the store attract more customers into the store.

Charismatic storefront display, friendly storefront service, and handsome and beautiful store staff are essential.

If the number of customers coming to the store remains unchanged, the purchase rate needs to be increased.This requires stores to strengthen the training of clerks on customer service skills, so that they can fully understand the requirements of customers, deeply grasp the content of products, better introduce them to customers, be a good consultant to customers, and grasp the psychological process of terminal sales customers.

2. How to increase the purchase price of customers
The store manager strengthens the familiarity training for the staff on the products, so that the sales staff can do joint sales to the customers during the sales, ask and care more about the customers during the purchase process, and actively introduce related products.

The turnover is obtained by multiplying the unit purchase price of customers by the number of customers who come to the store. When one or both parties increase, the turnover will increase.However, in order to increase the turnover and the number of purchasers, it is necessary to plan promotional activities and cooperate with a large number of purchases.But you must remember not to purchase goods rashly and increase the purchase unit price at will, so as to avoid the phenomenon that the number of customers decreases and the turnover decreases.In this way, the promotion plan is easy to give up halfway, or even waste all previous efforts.Numbers are the standard for measuring the increase of store profits, and numbers can indeed be reflected in promotional activities, but our goal is to continuously plan promotional activities in daily sales, so as to increase turnover.

顾客购买单价与购买点数有密切关系。顾客购买点数的价格合计为顾客的购买单价。例如顾客甲购买外套一件850元，毛衫一件500元，这位顾客的购买单价就是1350元。顾客乙购买运动鞋450元，运动裤一件450元，及T恤衫一件375元，购买单价为1275元。假如这两位顾客于同一天内购买上述商品，当天的营业额为2625元，平均顾客单价为1312.5元(2625元÷2=1312.5元),平均购买点数为2.5[(2+3)÷2=2.5]。

Monthly purchase points - average purchase points per person = number of monthly purchases.

It is unscientific to purchase expensive goods in order to increase the purchase unit price without directly increasing the product grade. As long as the average purchase points increase, the purchase unit price and turnover will naturally increase.The so-called related sales refer to recommending other products to customers after customers decide to buy, which is what we often call additional sales.We often see customers want to buy a shirt, but bought a scarf, a pair of pants, a sweater, etc., most people have similar experiences.The store is a special living place we create for customers, where we provide customers with more, more satisfactory and extra services, and where we make profits.In the daily sales management, the store manager should pay attention to statistics related factors that can increase turnover, formulate plans that can increase turnover according to the actual situation of the store, and lead the team to implement them.In fact, there are many stores that have not even collected the data of purchase points, and many stores even said that it is not easy to increase purchase points by a few tenths.However, without establishing a target value, you cannot motivate yourself to move towards a high goal!
Reasonable and effective commodity display can create the biggest "eyeball effect", stimulate customers' desire to buy, and then drive the overall sales volume of the store to increase.

A female college student works part-time in a store.Due to her carelessness, when she ordered yogurt, she wrote an extra zero on the order quantity, which made only 3 bottles of yogurt every morning instead of 30 bottles.According to the rules, the remaining 27 bottles of yogurt should be borne by the female college student herself, which means that her weekly part-time income will be wasted.

The female college student was in a hurry. In order to reduce losses, she tried every means to sell the yogurt.After thinking hard for a while, she moved the cold drink cabinet containing yogurt to the lunch box sales cabinet, and made a POP that said "yogurt is good for health".

To her surprise, the next morning, the 30 bottles of yogurt were not only sold out, but also out of stock.No one thought that the idea that the little girl had to come up with would bring about a new point of sales growth.

Since then, the store has placed yogurt refrigerators and box lunch sales cabinets together.

这是著名的连锁便利店7～11的故事。7～11的门店营业面积一般为100平方米，门店内的商品品种则为3000多种，每3天就要更换15～18种商品，每天的客流量有1000多人。这告诉我们，商品陈列的位置与销售成果有很直接的联系。

The display must be reasonably planned and carefully arranged in order to show artistic appeal, exude individual charm, and fully attract the attention of consumers.

(1) Convenient to buy
Commodities should be placed clearly and clearly. It is a taboo for customers not to see which products are in which position.There should be no places where customers can't see or where the products are blocked by other items, and customers can easily get the products from the display racks.The space to be left in the aisle is convenient for customers to walk.

(2) First in first out

Products, especially food, have a shelf life. Therefore, customers will attach great importance to the date of delivery of the products. Using the first-in-first-out method to supplement the display of products can ensure the freshness of the products purchased by customers to a certain extent. At the same time, it can also use Stores avoid unnecessary waste caused by exceeding the shelf life.

(3) Vertical display of similar products

If similar products are displayed in a horizontal display, customers will feel inconvenient when choosing different varieties of the same product, because it is convenient for people's eyes to move up and down, and the convenience of moving horizontally left and right is much worse than moving up and down.

The vertical display of similar products can enable similar products to enjoy the sales benefits of different segments on the shelf on average, and will not cause the same product or the same brand products to be in the same segment due to the horizontal display of similar products, thus bringing sales. Good or bad phenomenon.At the same time, it avoids the phenomenon of reducing the shelf space that other categories of goods should enjoy due to the horizontal display of similar goods.

(4) Good shopping mood

Commodity display gives people a sense of beauty and makes people feel pleasing to the eye.

Maintain a neat and clean feel to merchandise and the entire store.

Continue to purchase new products, develop new service items, and guide people to try a new life.

Change product display and store decoration to give customers a sense of freshness and prevent customers from being bored by old faces.

(5) Relevance display

Display related products on both sides of the aisle, or on different sets of shelves in the same aisle, in the same direction, on the same side, rather than on both sides of the same set of double-sided shelves.Stores should also pay attention to displaying more products in different categories but with complementary functions on the same shelf.For example, toothbrushes can also be displayed next to the displayed toothpaste.

The key to this principle is that there must be a strong correlation and complementarity between commodities, and it is necessary to fully reflect the connection of commodities when consumers use or consume them.

(6) eye-catching

The display of key and special products should be novel and eye-catching.Key products refer to key sales products, seasonal products, seasonal products, etc. in a certain period of the store, while discounted products, preferential supply products, etc. belong to the category of special products.

In order to attract customers' attention to key and special products, stores need to display these products in special counters, special placement, supplemented by store advertisements and labeling reminders.

(7) Neat and orderly

A store with half-empty shelves, dirty environment, and disorderly arrangement will not attract customers.The store manager must make it clear that neat and orderly product display is the basis for customers to build trust and shopping confidence.

(8) relatively stable

The quantity of goods will change continuously during the sales process, but the display position of the goods should remain relatively stable, so that customers can gradually get used to the fixed sales position of a certain type of goods, and give customers a sense of stability and convenience.If it is really necessary to change the display position of a certain type of commodity, it should be clearly marked to facilitate customers to find it.

Manage bestsellers
According to the 80/20 rule, [-]% of the operating performance of a store comes from [-]% of the products. Therefore, it is very important to manage best-selling products.As long as the store manager carefully analyzes the sales information of the store’s products, he will find that in a certain period of time, there are several products that are particularly popular, and they are the top few on the store’s sales list almost every day. Home” merchandise.As long as the store manager grasps these "leading" products, he can maintain the basic turnover and profit of the store.

There must be "headed" products, and the supply must be sufficient.If a store in a certain stage does not have "headed" products, it will soon be in trouble.If everything in the store is good, but it cannot be sold, and there is almost no direct reason for the decline in operating performance, or the use of various promotional measures is powerless, this is the performance of the lack of "leading" products.In actual sales, if there are not several products that have been at the top of the sales list for a period of time, the store manager should look for new "head" products.

Grasp the peak season and make full use of the off-season

Stores have a specific sales cycle, and there are obvious differences between low and peak seasons.Under normal circumstances, it is normal for peak season turnover to account for more than 70% of the total turnover.Therefore, operating stores must achieve "hot sales in peak seasons" and grasp the peak seasons well.

Selling sunglasses, if the business is not hot from April to June, the business will not be very good for a year; if the business performance of fur stores is not completed by 4% from October to December every year, the business for the whole year will generally be very weak.The most critical period for store business is the peak season, so we must focus on it.To grasp the peak season, you should do the following:

1. Prepare peak season products and ensure sufficient supply.

2. Timely discover the "head" products of the season, and focus on management, especially the supply of goods must be sufficient (even if the "head" products are processed, they are also the first to sell).

3. Use various effective promotional measures to create a lively environment for hot sales in peak seasons.

Here are some strategies you can use to change the situation as you move into the off-season:

1. Reduce fixed store maintenance costs.

2. Work closely with production enterprises to jointly process a large number of out-of-season products.

3. You can temporarily sell other things.For example, a shop that sells fur can be changed to sell sunglasses.

4. Repeat customers are the basis for the survival of stores.Increasing repeat customers of stores is an effective way to improve business performance.There are many ways to make customers become repeat customers. In essence, they are all ways to make customers get extra benefits. The store manager can implement material incentives and spiritual incentives for customers.For example, issuing VIP cards, point rewards, and so on.

5. Raise marketable merchandise.

6. In a sense, group buying is more important than individual customers.Often a group purchase is the normal turnover of a shopping mall for a month.To grasp group buying, you should master two skills: one is to take the initiative to attack potential group buying groups; the other is to treat them as individual customers and give big buyers the treatment they deserve, including preferential prices, satisfaction of requirements, and special services wait.

7. The store manager personally guards the store, masters the most direct and effective market information, encourages the store staff to work harder, and solves tricky and trivial matters in a timely manner.

(End of this chapter)