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

Chapter 40 Business Classic Fifteen: Chain Expansion is More Profitable (2)
Concentrate on advertising, research and launch special products, and independently develop company trademarks.

It can be seen that the State Branch has done a good job in improving the unified marketing management system.This is worth learning for every friend involved in the chain industry.

How to choose the right sales method for the branch

At present, the sales methods adopted by chain stores are mainly divided into two categories, one is open-shelf sales, including open and semi-open sales, and of course self-selected sales; the second is closed sales.No matter what kind of sales method the chain store adopts, it should adopt the same sales form for all franchise stores.

1 open shelf sales
It means that the salesperson and the customer are active in the same activity place, without separation, and the customer can directly touch the product; the semi-open sales are between closed and open, and a certain range of sales sites are arranged with counters, shelves and workbenches. You can enter to select products.Clothing is sold in many stores in our country in exactly this way.This method is beneficial for customers to understand the products, save shopping time and improve sales efficiency.This method has become the main sales method of chain stores and other retail stores.

Self-selected vending is also called self-service vending. There are no salespersons, only a few field attendants are responsible for managing the products and answering customer inquiries. The displayed products have complete packaging, marked product names, specifications, and prices. Customers can choose freely, and then go to the cash register. Taiwan unified settlement.This method is widely used in various supermarket chains.It has many advantages, for example, it can save more than half of the customer's purchase time, and provides convenient conditions for customers to fully select products. The friction and quarrel with the salesperson also make full use of the business area of ​​the store. Compared with closed sales, this method can double the business area.

2 closed sales

That is, the traditional way of selling goods, the salesperson picks up and delivers the goods to the customers at the counter.It is often used for sporadic and small items, cumbersome transactions, poor selection and small and valuable items.Such as gold and silver jewelry, directly imported food is sold in this way.

What promotional tactics can be used by branches
Commodity promotion has two functions: one is the function of providing information, that is, according to the characteristics and functions of commodities, it provides customers with relevant knowledge and information to make them desire to purchase commodities; To induce customers.Common promotion methods are as follows:

1 shopping coupon method

When the customer makes a single purchase or the cumulative purchase amount reaches a certain amount, a coupon that can be exchanged for merchandise will be attached.The purpose of this approach is to encourage customers to repeat purchases.Using this method of promotion, the starting point of coupons should not be too low, otherwise it will not be able to make up for the cost, nor can it achieve the effect of stimulating purchases.When the coupons have to be stopped, the chain stores should usually supplement the sales for a certain period of time to balance the psychology of customers.In addition, chain stores should have a strict coupon management system to prevent employees from tampering with public affairs for personal gain.

2 customer contest
The purpose of the customer contest is to arouse the interest of customers, stimulate their enthusiasm for participation, and increase the popularity of the store.Competition methods are divided into two types according to their difficulty level: one is to win by skills, such as cooking competitions, etc.; the other is to win by chance, such as signing up for a lottery.For the participants, regardless of qualifications, anyone is welcome to participate, and qualifications can also be stipulated, such as only customers who have bought products can participate.When using competition methods to promote sales, the following items should be noted:
a. It is not appropriate to be too sad and biased to discourage customers, but to allow customers to have a chance to win;

b. The answers to the contest must be objective and specific to ensure the openness and fairness of the event;
c. The content of the competition strives to be novel and creative, and avoid imitating others;

d. In order to attract more customers to participate, it is advisable to adopt the method of large prize value and small number of places.

3 sales demonstration

Where the performance of the product is suitable for demonstration, such as clothing, kitchen utensils, toys, etc., demonstration techniques should be frequently used to vividly demonstrate the use of the product.

4 gifts
There are two ways to give gifts: one is advertising gifts, that is, whether customers buy or not, they can receive gifts as long as they hold chain store advertisements or advertisement receipts. The purpose is to please customers, open up new markets, and establish a store image. ; The second is shopping with gifts, that is, customers must buy certain products or purchase a certain amount before they can get a gift. The purpose is to use customers' psychology to stimulate their purchases, especially for promotions for housewives.When using gifts to promote sales, you should pay attention to long-term effects. The gifts you choose should also be novel, practical, and suitable for the season. It is best to match the products you sell, and the price is relatively low.

5 Warranty and insurance to obtain credit sales method
Gain their trust and dispel their hesitation by making a binding guarantee on the quality of the goods or handling insurance for customers free of charge.

6Public service
With the help of various public welfare activities in the society or community, such as holding children's singing competitions, Christmas fairs, charity activities, etc., the relationship with all walks of life and local residents is closely related, and the human touch of shopping is enhanced.

7 Throwing a brick to attract jade

In the off-season of sales, a number of popular products are planned to attract customers to the door and drive the sales of other products.

8 themed promotions
That is to use various special festivals and seasons as the theme to implement promotional activities.The festivals and seasons available to chain stores are: New Year’s Day and newlyweds in January; Spring Festival, Valentine’s Day and school start in February; Women’s Day in March; Labor Day and Mother’s Day in May; Children’s Day and Dragon Boat Festival in June Exam season in July, Army Day in August, Father's Day in August; Teacher's Day, Mid-Autumn Festival, and school opening in September; National Day and Double Ninth Festival in October; Late Autumn Festival in November; Christmas, December Welcome to the new year, and so on.In addition, there are weekly statutory holidays and special festivals for chain stores, tourism festivals and shopping festivals stipulated in the region, and some ethnic-specific festivals.should also be given due attention.The targets of the above theme promotions cover a wide range, including newlyweds, housewives, parents, students, children, workers, soldiers, teachers, the elderly and young people, etc. Therefore, when using this method, the size of the target market, products and themes must be considered The corresponding factors, the possibility of repeated purchases, etc., systematically combine various promotional methods, and make the store decoration and product display commensurate with the theme.Such as Christmas promotion, in addition to decorating the store with Christmas decorations, employees can also dress up as Santa Claus and distribute gifts to form a strong Christmas atmosphere.

9 Emotional contact method

Through customer profile information, send birthday or holiday greeting cards, small gifts to customers, invite customers to come to discuss, etc., to communicate with customers through long-term emotional communication channels.

10Exhibition

Such as organizing exhibitions of new products, popular clothing and accessories, and famous and high-quality products to attract customers.When holding an exhibition, you should pay attention to the time, place, venue layout, personnel organization, media use, news release and other matters.

11Customer education and consultation

Chain stores can combine sales promotion with education by holding various short-term workshops.There are many courses suitable for chain stores, mainly including: interior decoration, makeup, vehicle maintenance, taxation knowledge, gardening, music, cooking, sewing, sports, driving, hair styling, computer introduction, bodybuilding, art, etc.The above-mentioned educational activities can also be directly combined with the management of commodities, or give lectures in the store, so as to attract more customers into the store and increase sales opportunities.

12 provide samples
Food, washing and cosmetic stores should provide a variety of free samples to facilitate customers to taste and try.

13 price cuts
In order to deal with competition, chain products often plan or have to implement price reduction promotions,

Such as limited-time specials, discount offers, seasonal discounts, clearance deals, etc.When using this method, the price reduction should be controlled. If it is too large or too small, it will be difficult to achieve the purpose of promotion.

14 trade-in
For example, old suits can be exchanged for new suits at a discount; empty cosmetic boxes can be exchanged for cosmetics; old electrical appliances and furniture can be exchanged for new electrical furniture, etc.In this way, it can not only assist customers to dispose of old products, but also promote the sales of products.

15 for home delivery.

For durable consumer goods with high value and fresh food that cannot be separated every day, we can implement valet delivery and home service, and can also provide a certain amount of taxi fare to create customers' loyalty to chain stores.

16 On-site Sales Advertisement (POP)

Use auxiliary tools such as signs, posters, stickers, balloons, light boxes, and colorful flags inside and outside the store to provide relevant product and service information, and stimulate customers to quickly make purchasing decisions on the spot and put them into practice.

17 Time-dependent floating price method.

Popular commodities, seasonal commodities, fresh food, etc. are all suitable for adopting the time-based floating price method. For example, different prices should be implemented for fresh food in the morning, middle and evening, and the price should be reduced by itself.

18 joint promotions
Joint promotion is the biggest cost and advantage of chain store promotion. It can not only increase customer participation, but also strengthen the lineup and reduce promotion costs.In addition, chain stores can also pull manufacturers into a joint lineup to obtain their help in terms of financial resources, manpower, advertising, display, and technology.

19 no reason return method
As long as the goods purchased in chain stores, if the customer is not satisfied, no matter what the reason is, they can return the goods unconditionally to ensure that the interests of customers will not be damaged.

How to arrange the branch
The decoration and store layout of chain stores generally have a strong unity. All branches of the same chain store adopt the same decoration, and the store layout is the same or at least the same style.The main content of store layout includes reasonable arrangement of business varieties on each floor, arrangement and layout of commodity cabinets and shelves in each floor, commodity display, POP advertisement, window layout, etc.The rational layout of the store should be based on the convenience of customers, which is conducive to promotion, strengthens the buying atmosphere, improves the utilization rate of the area, facilitates commodity management, and reduces labor intensity.The following principles should be followed in the store layout process:
1 Place special products at the entrance

The front door of the store is the first place that customers come into contact with. After entering the door, customers first get the first impression from the products at the front door.Therefore, the front door mainly arranges those products with bright colors and shapes, products that are not very selective, products that are purchased frequently, and specialty products.For example: placing colorful and attractive cosmetics at the entrance can make customers feel beautiful as soon as they enter the door; arrange frequently purchased daily necessities near the entrance so that customers can buy them immediately when they enter the door.When customers buy the products they need, most of them do not leave the store, but browse in the store, which expands the opportunity for impulse buying; it is also very convenient for customers who only buy daily-use crystals, and can buy quickly and leave the store as soon as possible.In addition, special products can be arranged at the entrance to attract customers.

2According to the degree of customer demand and selection requirements, arrange the location of goods
For example: commodities with complex designs and varieties, high-quality commodities, precious commodities, special commodities with low purchase frequency, and commodities with complex technical structures are generally arranged on the upper floors of multi-storey buildings or the rear of single-story buildings, and are located far away from the main arterial passages. s position.Among them, the products with periodic demand and frequent purchase are arranged on the lower layer, and the products with special needs are arranged on the upper layer.In short, the best-selling and most profitable commodities are placed in the best positions, while the less profitable and less-selling commodities are placed in poorer positions.

3According to the purchase psychology and commodity layout
Arrange related products adjacent to each other to fully facilitate the purchase and promote joint purchases.For example, women's clothing and children's clothing are placed close to each other.

4 Select the appropriate location according to the performance and characteristics of the commodity
For example, the products that affect each other are arranged separately, and the products with peculiar smell, direct population products, and products with sound and test images are arranged in separate storage positions, and are isolated into unit sales sites.Bulky and fragile goods are arranged near the exit and on the ground floor and basement, which are easy to carry and carry.

5 Choose the appropriate location according to the purchase motivation
For example, the products purchased impulsively are arranged in obvious places to attract customers' attention, or connected with related products, and introduced and promoted by the way.Place low-cost products, key promotion products, and exhibition products in positions where customers can easily access them.

In addition, each chain store should combine its own characteristics to study and formulate a set of anti-theft measures.The main points are nothing more than the following aspects: strengthen the training and moral education of clerks, not only improve their prevention ability, but also prevent internal theft; pressure.You must be careful and accurate when dealing with problems.

Keep the product display neat and tidy to avoid being stolen by others; eliminate non-standard service behaviors such as clerk answering the phone, replenishing goods, chatting, etc.; place high-value goods next to the clerk or in a conspicuous place for easy monitoring; equip with mirrors ; Hardware facilities such as closed-circuit television and anti-theft disks can also effectively prevent theft.

How Chain Stores Improve Service Quality

Chain stores not only sell goods to customers through sales functions, but also provide customers with various services. Service runs through the sales process from beginning to end. Service attitude and service quality directly affect customer satisfaction, determine the number of repeat customers, and how to improve service quality , for chain stores, the following two points should be considered:

1 Establish a unified and standardized service to meet the needs of customers

To meet this standard, the store must carefully formulate the job responsibilities and post operation specifications of various service personnel, as well as strict reward and punishment regulations, and have a special person responsible for supervising the implementation to ensure that the work is done according to the regulations.The Meijia supermarket chain has done quite representatively in this regard. They have successively formulated and implemented the "Standards for Field Attendants", "Standards for Cashiers", and "Rewards and Punishment Conditions for Meijia Supermarkets". There are clear requirements and standards for the posts, guiding all kinds of employees to do their jobs well, treating customers politely, and clarifying the inspection standards and reward and punishment standards for each job position, so that civilized service has rules to follow.Meijia stipulates that all branches of the company carry out services in strict accordance with service standards, and strive to unify and standardize, so that customers can enjoy the same standardized services no matter which branch they are in.

2 Seriously do a good job in the after-sales service of commodity sales

The labor service that continues to be provided to the buyer after the commodity is sold.The completion of commodity transactions does not mean the end of customer service, nor does it mean the end of the entire sales process. Instead, the buyer should be given the greatest convenience and sufficient guarantee after purchasing the commodity, so as to truly meet the needs of the use value of the commodity. , to protect the interests of consumers.Therefore, after-sales service is an indispensable part of the sales process, and its specific content is:
a. Do a good job of picking up bags for customers when they leave the store. Take and store bags for customers accurately and quickly to avoid mistakes and say goodbye politely.

b. If you find that the customer has lost or forgotten items, you should keep them properly and try to return them; if you find business errors, correct them in time.

c. Delivery service should be provided for bulky, bulky goods or goods purchased in large quantities that are inconvenient for customers to carry, as well as customers with special difficulties.

d. For some products that need to be installed and adjusted, the store should send people to install them for free and try them out on the spot.For defective products, they should be inspected at home or entrusted to a special maintenance point to repair them on behalf of customers.

e. Do a good job in return and exchange services. The store will resolutely exchange all products that meet the return and exchange regulations. If they can be exchanged or not, try to exchange them for customers. The phenomenon of indifference occurs.

What are "supplementary services"

The so-called supplementary services refer to labor services that are not directly related to purchase activities.Providing such services can enable customers to obtain other needs when purchasing goods, and create a comfortable and convenient shopping environment for customers.The number of such service items and content has a great impact on the image of the store, and is very effective in creating a shopping atmosphere for the store.Therefore, in the process of service management, in addition to emphasizing service attitude and service quality, chain stores must also actively develop service items, develop multi-functional and complete services, and promote sales with services.

In chain store service management, in addition to highlighting standardized standard services, attention should also be paid to the use of service skills.Service is a science as well as an art. In addition to many service principles and service norms, there are also many techniques to be used.For the same product, some waiters can make customers buy it satisfactorily, but some waiters can't do it, and there is a skill problem among them.Compared with the rules, techniques are more flexible and subtle, and difficult to master, but if you study and ponder carefully, once you understand the mystery, you will achieve twice the result with half the effort.For a long time, we have emphasized the formulation of service rules, but have not paid enough attention to the cultivation of skills. In fact, the combination of skills and rules is the most perfect service.Example: Smiling is a well-known service skill.

(End of this chapter)