Be the best store manager

Chapter 27 Information Collection and Use

The so-called market information refers to the changes in commodities and consumers in the business district.The so-called "know yourself and know the enemy, you can win a hundred battles", especially to understand the situation of competitors.Store managers should pay attention to collecting relevant market information, and then analyze and utilize it.

Competitor information collection can obtain intelligence through surveys on common customers, surveys on suppliers, surveys on personnel who have served competitors, and on-site inspections.Pay attention to the following three issues when collecting information on competitors:
1. Establish a competitive intelligence system and do a good job in collecting basic data

Competitive intelligence system includes the organizational guarantee of competitive intelligence work, staffing, corresponding system software support, and competitive intelligence.Only with the establishment of a competitive intelligence system, can competitor monitoring and analysis become a daily task, in order to grasp the dynamics of competitors in a timely manner and provide timely information for store decision-making.

At the same time, the construction of the basic database of competitors is very important.The decision-making of modern stores emphasizes science and accuracy, and more emphasis on decisions based on facts and data.Only when a complete database of competitors is established, the analysis of competitors will not become a castle in the air and can be implemented.

2. Strengthen the pertinence of competitor analysis

The key is to clarify what the purpose of analyzing competitors is.From the perspective of strategic management, the purpose of analyzing competitors is to find out the advantages and disadvantages of the store compared with competitors, as well as the opportunities and threats brought by competitors to the store, so as to provide a basis for the store to formulate strategies.

3. Establish a competitor analysis model in line with industry characteristics

Different industries have different characteristics. For example, some industries focus on return on investment, while others focus more on market share.At the same time, the focus of attention will be different depending on the stage the industry is in.Therefore, it is necessary for a store to establish a competitor analysis model that is in line with its own industry characteristics, and it must not be copied.

Table 5-3 shows the store survey items.

Store Survey Project
What is the basic situation of the investigation, the commodity situation, the commodity combination, and the commodity category?
What are the main products, auxiliary products and related products of each category?
How are various commodities configured in the store?What are the distribution ratios?
What are the products that compete with specialty stores?On what elements does competition form (price, materials, promotions, etc.)?

Product display
Is the product display easy to see, buy and sell?How to classify?

How relevant is the product display?
What is the configuration and area of ​​the main commodity?

What is the width and position of the main channel and auxiliary channel, and is it unobstructed?

Is the view from the floor penetrating and unobstructed?
What are the lessons to be learned from the merchandise display in competitive stores?
If customers are concentrated in a certain area, what are the reasons?Does the product have a special charm?

Is the cash register location appropriate?
Advertisement Promotion Is the advertisement effective, and is the advertisement in the store position?
What is the appeal method of POP?
Does the store entrance have the effect of attracting passers-by?

Are there attractive themed events?Is the theme consistent with the appeal point?
Are the promotional advertisements and window displays consistent with the theme of the event?
How is the product category, combination and atmosphere shaped during the special sale period?
Is there a sale or flash sale?How's the effect?Is there a negative impact on the image of the store?
The turnover is estimated based on the serial number of the cash register invoice and the actual number of customers purchased (average and holidays), the actual number of customers purchased × average unit price = turnover

Calculated based on the market share of consumers in the business district

Calculated based on the number of operating cashiers and the number of part-time employees

Estimated based on the survey of consumables (such as packaging bags, wrapping paper, invoices, packaging boxes, etc.)
Understand replenishment frequency and quantity

What do customer service clerks do in their spare time?Is the clerk's attitude towards customers decent during busy hours?

How well do shop assistants have product knowledge?Can you recommend suitable products in time and sell them quickly?

Is it appropriate to handle exchanges, returns and customer objections?

Is the product packaged quickly and beautifully?

Is the payment method correct?
How is the 5S situation in the store?

Can the value sense of goods and services be enhanced through recommended products and display technology?
Collection and use of customer data
The operating status of a store without complete customer information is unimaginable. The store depends on customers. Any store must always pay attention to customers, understand and meet customer needs.In addition, the needs of customers are constantly changing. In order to satisfy customers, the store must understand the future needs of customers and strive to exceed customer expectations.This requires collecting customer information through multiple channels.The more complete the collection of customer information, the greater the space for customer service.

Customer information can be collected through direct and indirect channels.

Gather information directly from customers, taking care not to offend customers.Stores can give customers some spiritual or material encouragement, I believe customers will be happy to talk about suggestions.For example, some regular gatherings can be held, that is, a certain number of representative customers are invited to consult, discuss and discuss with customers on issues related to the store's products and service quality in the form of regular gatherings, so as to achieve a full understanding. purpose of its needs.But this method is more complex and less controllable.

In addition, customer demand information can be obtained by inviting individual customers to make a certain amount of free consumption in stores.For most stores, this method is easier to operate.The specific method is that the store funds and invites professionals or senior customers in the store industry to come to the store to consume as ordinary customers, and give feedback on the problems existing in the store's products in the form of a special report.However, the cost of collecting information through this channel is high, and investigators often overemphasize professional vision and professional standards, and sometimes have little consideration for customer needs and the specific situation of the store itself.

Store managers can obtain relevant information through routine work inspections and on-site observation.This method is convenient to grasp the first-hand information in the service work, understand the needs of customers and the service level from the whole, and plays a very important role in objectively evaluating the work of subordinates and stimulating work morale.Moreover, the store manager can go deep into the front-line service and personally serve customers when necessary, which will send a clear signal of "customer first" to all employees. help.

In addition to obtaining information directly from customers, you can also use feedback from employees, refer to professional magazines and books, and various documents, such as delivery records, maintenance records, reservation records, complaint records, prize sales records, customer inquiries Records, customer questionnaires, and purchase contracts, etc., the contents of these bills contain customer information.Record all the information and classify it according to age, gender, place of residence, etc., and a customer information system will be initially formed.

After collecting customer information, stores can use computer systems to organize customer information into an organized database and establish detailed customer files.

customer database table
General information for new and existing customers Transaction information Product information Customer reactions to promotional information

Name, Gender, Address, Telephone Order Status, Consultation Status, Complaint Status, What Products Customers Buy, Buying Habits, Buying Frequency, Purchase Quantity Accepted, Not Accepted, Others
The steps to create a customer database are as follows:

(1) Establish the first batch of customer databases with existing files.

(2) Establish a database through promotional activities or terminal activities.

(3) After collecting the list of target customers, segment the customer groups according to economic conditions, purchasing habits, and preference levels.

(4) Statistical processing of database information classification.

(5) Formulate the first promotion plan, mainly to avoid competition in market segments.

(6) Track consumer changes and sales feedback after purchase.

(7) Organize feedback information, explore and refine advertising materials around characteristic sales, and launch new advertising appeal points.

(8) Occupy the market and continue to develop potential customer groups.

The customer information collected by the application helps to enhance the store's understanding of existing customers. The store manager can also use the forms filled in the daily customer management to understand the customer's consumption fluctuation behavior in a timely and accurate manner, and take effective measures to improve it and prevention.

For example, with the support of the POS information system, customers who come to shop can be subdivided into customers A-D:
Customers who visit the store more than 11 times a month are A customers;

Customers who visit the store 6-10 times a month are B customers;

Customers who visit the store 1 to 5 times a month are C customers;

Those who have not shopped in the store this month (that is, 0 times) are D customers.

The store manager can adopt corresponding marketing strategies according to the differences in consumption performance and habits of customers from A to D to improve the cost effect of marketing actions. He can also find out the reasons in time when the number of shopping visits of customers from A to D changes, and take appropriate measures. Countermeasures.For example, establish a customer fluctuation early warning system linked with the customer information system.When the number of shopping visits of customer A to the store declines (such as falling to customer B), the customer maintenance work program will be automatically started.Inquire about the reason for the downgrade through customer visits, stimulate them to shop in the store by sending coupons, providing specific product discounts and other marketing methods, and prevent the number of visits to the store from continuing to decline, so that the customer will eventually be lost.

According to the customer information we have, the specific analysis and management of customer loss is not only of great significance to recover some customers, but also helps to prevent customers from switching to other competitors, and can also make loyal customers more "dedicated" to the store.

(End of this chapter)