Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 10 Business Classic 2: To build a gold store, you must cultivate both internally and externally ([-])
If the scale of the store is small, you can use the entire wall and put more products to make up for the lack of space.It is recommended that you install detachable or movable hooks at the beginning of the store or when you renovate, so that it can be used flexibly.

As for the products displayed on the wall, it is better to use high-priced items that can reflect the taste and texture of the store.Of course, the layout should try to avoid giving people the association that this is just an ornament, and the price must be clearly marked.

However, it is best to remember a principle, that is, never "flood" the entire wall with products.

It doesn't matter if you open a store that attracts customers by bustle and quantity.If not, an appropriate distance should be kept between the commodity and the small props.

Some stores never change the walls once they are decorated. It is a pity to waste a good place for promotional items.

Replacing the wall display will refresh the entire storefront and increase the "freshness", which is more effective than replacing the products on the display rack frequently.

How to check the in-store environment from the customer's point of view

We often say that "the authorities are obsessed, but the bystanders are clear".Similarly, for the staff in the store, there are indeed many "dead spots" that cannot be seen.

Especially in stores with special entrances and exits for clerks, there is almost no chance for clerks to enter and exit through the door.

Even when entering and exiting the store, most of the shop assistants quickly arrived at their positions with almost silent footsteps.

It's really a pity that I have the same opportunity as customers to observe my store, but I give it up so easily.

Therefore, I suggest that you spend at least one day every week to take a good look at your store from a certain distance from the perspective of customers, and experience the feeling of customers when they come in through the gate.

When observing the exterior (inner facade of the store), you should choose various angles, such as keeping a distance of 20 to 30 centimeters, across the road at the other end, or standing directly in front of the store door.

Inspection items include: Is the signboard dirty?Are there any dust and fingerprints on the glass window?Are the lights bright enough?Can you see the furnishings in the store clearly?

Next is the in-store section.

The first is lighting.It may be very bright in your eyes, but in the eyes of customers, it feels "dark".Otherwise, the light is too strong, which makes people cry, and the "glory" of the product cannot be seen, but the gain outweighs the loss.Whether the spotlight is properly cast on the promotional items is also unknown unless viewed from a distance.

The same goes for air conditioning.People who stay in an air-conditioned room all day must feel the temperature differently than people who just walked in from the outside.Adjusting the heating and cooling according to your own preferences so that the temperature is too hot or too cold is tantamount to "expelling customers".The proper temperature can only be known by your own experience. You can walk back to the store from the nearest station. If you still feel comfortable after sitting for a while, it means that the temperature is moderate.The location of the air conditioner will also change the temperature difference in the room.Turn around in the store once, try not to place the main products in places that are extremely hot or cold.

The choice of background music is also very important. Try to get rid of your personal likes and dislikes, because it may be beautiful music to you, but it is noise to others.In addition, if the background music with lyrics or melody is "too beautiful", it will distract customers and hinder shopping.There are a lot of ambient music such as the sound of waves and gurgling water on the market, as well as relaxing music such as string music and organ. Playing these easy-to-hear background music will not be noisy or distracting. .

Finally, of course, don't forget to check the merchandise display.Some people only focus on a small area in front of them when arranging products, and have no time to consider the overall collocation.If the products that have been painstakingly arranged cannot be coordinated with the surrounding colors and designs, it is still considered a failure.

And the most easily overlooked, may be "taste".Most of the staff are used to the taste in the store, but it may not be a pleasant feeling for the customers who come to the store.The original function of perfume is to increase the "fragrance", but excessive spraying is offensive.The smell of humidity and musty smell often come uninvited, so special attention should be paid to it.

[-]. Store design

Why storefronts are important
The appearance of the store has a great influence on the willingness of customers to enter the store and consume.Customers can see your store from a distance, relying on the store's exterior design and advertising billboards.

In addition to attracting the attention of customers, another important function of the facade is to directly tell customers "what we are selling".

If you are about to open a store, it is recommended that you first take this notebook to the street to refer to other people's storefronts, carefully study what fonts are used for other people's signboards, and how the storefronts are designed.

Then, think about what form of sign your store will use, and what fonts to use to set off the atmosphere in the store.This speaks louder than telling a decorator that you want a "clean and crisp look."

You can also design an image character, like KFC's white-bearded colonel, to deepen everyone's impression.

If you don't have extra money to make character models, you can settle for the next best thing, make a ceramic dog, or place a few beautiful pots of bonsai.Any scenery that can be placed at the door of the store so that passers-by can't help but take a second look is good publicity.

What are the elements of store design

Undoubtedly, the facade of a store is just as important as a person's face to a person's image, and it is a prominent part of its image.The facade design requirements should be in consideration of the characteristics of operating products and receiving customers, deliberately seeking novelty, showing individuality, and striving to make a good impression on customers, that is to say, it must not only have a spiritual sense of beauty, but also meet the requirements of people in reality .

Before designing the storefront, you should first fully understand the products, types, scale, and characteristics of the store's sales, so that it can be combined with the external form of the store as much as possible.At the same time, you should also understand the surrounding environment, traffic conditions, and building styles, so that the storefront shape can be coordinated and harmonious with the surrounding environment.In terms of design concept, we should have a deep understanding of the history of facade decoration and the current development trend of facades at home and abroad, so as to inspire us to design shop facades with novel forms, practicality and reasonable structure.Designers must have relatively comprehensive artistic accomplishment and innovative space modeling awareness, as well as the ability to master marketing and design techniques, in order to meet the standards of qualified store facade designers.

Modern storefront design mainly includes the following contents, namely, three-dimensional modeling, lighting, display windows, signs and characters, materials, decoration, greening, technology, and outdoor ground and planning.

From the design point of view, the ultimate goal of a complete shop facade design is:

The promotional products with better effect can obtain profits smoothly.

Guide customers to facilitate access, safety and reliability, and display space capacity.

Improve the store image.

What Factors Affect Storefront Appearance
The store appearance environment is the key to the customer's first impression of the store and an important part of the corporate image.It is composed of storefronts, windows, storefront advertisements, greening and other factors.

Greening and shops can complement each other.The space entities of modern stores are often simple and integrated, with clean outlines and shapes, while the shapes of green trees are varied, with different heights and densities, which form a strong contrast with the buildings and make the shops and greenery Complementing each other also increases the artistic expression of the store building.

Greening can play the role of separating space, communicating space, supplementing space, and environment orientation.Separating space means that trees and flowers are often used to separate spaces in stores. This method is sometimes better than partition walls, partitions, and screens, and it is more flexible and can beautify the environment.Communication space is also another function of greening. It can connect indoor and outdoor spaces and make adjacent environments communicate with each other.Greenery can also supplement the space. If some corners of the store are supplemented with greenery, it can break the rigidity of the corners and make the store environment full of vitality.Greening can also play a sign and guiding role in the store, such as setting potted flowers or potted plants at the entrance or exit of the store, which can remind people where to go.

Auxiliary shopping equipment and facilities such as parking lots should not be ignored. In our country, especially in some high-end consumption occasions, parking lots have become an important factor for customers to choose stores.In short, the shopping environment design must fully consider the customers and strive to make the store image more friendly.

What are the types of storefront appearance?

The appearance of the store can be generally divided into the following three types according to the characteristics of the commodities operated and the degree of openness:

1 closed type

The side of this type of shop facing the street is covered with windows or colored glass, and the population is as small as possible.This form is mostly used by shops that deal in high-end commodities, such as jewelry and video equipment.It highlights the characteristics of dealing in expensive goods, unique design, fine and luxurious materials, so that customers who enter the store have a unique sense of superiority and feel proud to buy things in such a store.Since the reception objects of this type of store are a small number of wealthy people, the window equipment does not need to be too prominent, so that it is difficult for customers on the street to see the inside of the store, thus providing an elegant and quiet shopping atmosphere.

2 semi-closed
The store has a moderate population, and the glass is bright, so that customers can see the store clearly and then be led into the store.Shops dealing in mid-to-high-end commodities such as cosmetics and clothing mostly adopt this form.Their customers have planned their purchases in advance, and when they see the window display, they will go straight into the store to buy.It can be seen that the attractiveness of the appearance of this kind of shop is very important.

3 open
The shop is all open to the side of the street, there are no windows, and customers can come and go freely without any obstacles.In foreign countries, stores that sell low-end daily necessities such as food, fruits, vegetables, and small department stores often use this form of storefront processing.In the south of our country, there are more fully open stores than in the north, which is determined by the different climates of the two places.

What is the use of shop signs
A signboard is a sign used to display the name of a store.An excellent signboard usually has the following functions:
1 guide customers
Signboards identify major service items or scopes of supply.Such as sporting goods stores, fashion stores and so on.

2 Reflecting operating characteristics and service traditions

Some stores dealing in traditional Chinese medicine, calligraphy and painting, and local products have a long history and good business reputation, such as Rentang, Quanjude and so on.

3 arouse customer interest
Such as the use of various decorations, signs with celebrity inscriptions, and so on.

4 Strengthen memory to promote transmission
Some newly emerging stores have designed catchy and unforgettable signboards in response to fashion and innovation.

How to name the signboard
To open a small shop well, you must not only pay attention to product quality and service level, but also make your shop name have a certain cultural connotation and publicity effect, so as to achieve the purpose of being amazing without a "name".

1. Easy to understand
Small shops generally face mass consumer groups such as community residents and passers-by, so try to be as simple and understandable as possible when naming them, and don't swear by words.For example, some bosses think that they are in the metal business, so they add the word "Xin" to the name, while those who are in the wood business add the word "Mao", for the sake of auspiciousness, the word "Feng" is specially added. "Feng" written in traditional Chinese characters.In this way, even if you do a good job in terms of service quality and other aspects, many customers are not easy to recognize your store name, which affects consumers' word-of-mouth communication and fails to achieve effective publicity to other potential customer groups.In addition, although the store name should be popular, it should not be too vulgar.

2. catchy
The name of the store must be loud, catchy, and easy to remember, so that it is easy to spread. To do this, we must not only pay attention to the charm and smoothness of the language, but also grasp the psychological and spiritual needs of consumers. Names that resonate psychologically are generally easy for customers to remember and are willing to spread, especially some names that are humorous and have profound connotations.For example, some noodle restaurants are named "face to face", and some Chinese restaurants are named "Stove Lord". On the contrary, names that make people feel uncomfortable to pronounce are boring and jerky.

3. Should have consumption characteristics

(End of this chapter)